Casual Wear, Low Demand, High Inventory

Under the dual "attack" of low consumption demand and high inventory in the market, China's leisure Clothes & Accessories Enterprises are falling into "growing pains".

In February 17th, casual wear Midea. Bang Wei released its 2012 annual report, which achieved a profit of about 9 billion 510 million yuan last year, down 4.38% from the same period last year. Net profit attributable to shareholders of listed companies was 850 million yuan, down 29.55% compared to the same period last year, and its net profit decreased by 357 million yuan over the previous year, down 3 from the same period last year.

It is reported that the decline in profits is the first decline in the US bond market in 5 years. In fact, the encounter of Smith Barney is only a matter of industry. At present, the days of major casual wear brands are not easy. clothing In the listed companies, nearly 4 of the profits of garment enterprises generally declined.

"The industry loss is inseparable from the external environment. The core is the global economic recession, and consumer demand for clothing is relatively low. At present, the apparel industry is in a period of transformation. The cost of environmental protection and human resources have been rising continuously. However, the brand of independent garment enterprises has not been cultivated in time, which has led to the fact that garment enterprises are in a predicament when facing the external environment. On the other hand, the pattern of development is constantly changing, especially the influence of the Internet on clothing. Because of the combination of clothing and network, there is room for small and medium-sized enterprises. The Internet has further exacerbated the instantaneous changes in the clothing consumption market. China intelligence network industry research center interviewed by reporters Spin Industry researcher Zhang Yingjian thinks.

Zhang Chengyu, a senior research fellow at the China development industry research group, said that the demand for casual clothes was in a slump while the demand for foreign trade was sluggish. The real obstacle to the growth of domestic garment enterprises is the lack of strength of the brand. Impetuous production, sales, and did not sink to understand the market and understand consumers.

At present, the competition of domestic casual wear market is very fierce. Under the condition of low market demand, the "de Stocking" is still pressing the casual clothing enterprises out of breath. According to media reports, in the three quarterly bulletin of Smith Barney, the US stock was 2 billion 199 million yuan and reached 2 billion 560 million yuan at the beginning of 2012, accounting for 29% of total assets in 2011.

Similarly, Semir, which has a long way to go, is also increasing because of its stock. This has led to a sharp increase in the corresponding stock price drop. In addition, Semir accelerated its digestion and inventory to some extent, which caused Semir to fall into "growing pains".

Zhang Yingjian said that the individualized demand of clothing market is becoming more and more prominent, and the characteristics of fashion season and fashion are also changing rapidly. Join in large scale Brand clothing It is difficult to lead the development of the market trend, will produce a passive situation, resulting in unsalable, so that enterprise inventories continue to rise. In today's highly developed clothing market, if enterprises are unable to control market dynamics, they will be eliminated by the market.

Zhang Chengyu said that inventory is only a symptom of the problem. It is rooted in the fact that entrepreneurs are too optimistic about the market judgement of the economic downturn cycle over the past few years, and even do not have time to do market research. They have formulated radical market strategies. They have tried hard to compete in the market and fight for channels. Now, the revenue growth of the whole industry is not going up, but the cost has gone up. So today's so-called "go to stock wars" is essentially the behavior of paying the wrong judgment for the past.