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2013 Challenges For China'S Business Casual Wear Brands

2014/1/30 21:11:00 24

Business Casual Wear Challenges Market Pressure Garment Enterprises

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WIND data show that as of April 18th, according to the SW industry classification, 23 companies in 36 domestic casual wear companies have released the 2012 performance report, and 12 companies have declined net profit last year, of which Chinese clothing companies lost 44 million yuan last year, and net profit fell the largest, down 1608.32% from the same period last year.

1. The situation is not optimistic.

in recent years, < a href= "//www.sjfzxm.com/news/index_h.asp" > Chinese business casual wear < /a > industry has experienced a series of internal and external troubles.

One is the impact of the big environment. The two is the blind expansion of the sales front, making the retail terminal more and more difficult to do. Whether it is brand or bulk, it has not much profit.

leisure sports brand, 361 degrees in the recently released first quarter < a href= "//www.sjfzxm.com/news/index_c.asp" > operation report < /a >, said that in the first quarter of this year, its franchise retail shop reduced by 13, of which 149 were newly opened, and 162 were closed.

At the same time, its sales in the same store also declined.

According to the data, according to the 4235 representative stores in China, the same store sales increased by 1.5% in the first quarter.

Last year, the 4 quarters were 6.9%, 5.1%, 4.1%, and 4.3% respectively.

as the representative brand of domestic men's wear, the good luck bird released a quarterly report that the net profit attributable to the owners of the parent company during the reporting period was 51 million 248 thousand and 200 yuan, 3.30% less than the same period last year, and its operating income was 553 million yuan, an increase of 0.06% over the same period last year.

The cash flow of operating activities in the first quarter changed from -3291 million yuan in 2012 to -2.26 billion yuan, a sharp decrease of nearly two hundred million yuan. At the same time, net profit in the first half of 2013 was expected to decline by 0 to 30% over the same period.

the leading brand of business casual wear Zhejiang Semir apparel has also released its first quarterly report in 2013.

The report shows that the company's operating income during the reporting period was 1 billion 401 million yuan, an increase of 6.26% over the same period, and net profit of 132 million yuan, down 16.79% from the same period last year.

in terms of inventory data, most of the companies in the companies that have disclosed annual reports continue to grow.

361. Last year, the improved inventory ratio rebounded again in the first quarter of this year. The 361 quarter inventory ratio was 4.3% in the first quarter.

Last year's annual report showed that retail inventories were 4.05% compared to the fourth quarter of last year.

In addition, the stock in 2012 was 548 million yuan, an increase of 103.99% compared with 269 million yuan in 2011, and the inventory volume of card slave Road, Chinese clothing, Busen shares, Maison culture, Saturday and hill last year increased by 82.33%, 79.66%, 37.22%, 30.77%, 30.77% and 29.08%, respectively.

Liu Daijie, who is responsible for the sale of Jin Lang sports, bluntly said that most of the products sold in the market today are mostly in stock. "The new ones can not be sold, and the old ones can not be sold, or even become a vicious circle."

two. The response of enterprises is .

in order to digest inventory as soon as possible and relieve the "a href=" //www.sjfzxm.com/news/index_s.asp "brand pressure < /a >, brand enterprises can not wait for death.

It is understood that 361 degrees have taken a series of measures, including the agreement with distributors to cancel a number of orders not yet produced, so that the order of 2013 spring / summer orders will be reduced by 23%.

Meanwhile, at the spring and summer ordering meeting in 2013, the wholesale discount rate of the 361 degree group to wholesalers rose from 58% to 60%. In addition, retailers also provided retailers with an allowance of about 203 million yuan to improve their display and refurbishment of shopping environments.

Lin Congying, chairman of nine Mu Wang, said that in recent years, the clothing industry has been optimistic about the market expectations, and has not yet done meticulous retail operations and management. The market will inevitably undergo a process of returning to rationality. Therefore, it is not surprising that the valuation of the clothing sector is substantially adjusted in the capital market.

He said the company's management needs to be further improved.

there are also many brands choose to dump "/a > inventory" on the "a href=" //www.sjfzxm.com/news/index_f.asp "online", "many export oriented clothing enterprises are flooding into the e-commerce field when the export situation is sluggish and the domestic market can not be opened."

In 2013, it was called the "full blown" year.

Many of the second tier enterprises are going to enter the electricity supplier, and the second tier enterprises' recovery has led to unprecedented competition.

Zhang Xuening, a tutor at Taobao University, admitted that "almost all the clothing brands below the line can be seen on Taobao."

following the launch of "brand sale" and "No. 1 shop" clothing store launched by "Fan Shop", the platform electric providers including Tmall and Jingdong are working on the sale channel of clothing tail goods.

Not long ago, Dangdang also officially launched a special product sale channel "tail products", and entered the hot clothing tail goods limited time sale area.

"but in fact, the knowledge of e-commerce is very deep, and the characteristics of production are not the same as those of export-oriented enterprises.

Insiders remind enterprises that there are many ways to explore in every aspect, such as product organization, consumer psychology, customer maintenance, publicity and marketing.

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