Problems Faced By Chinese Clothing Industry In The Year Of Dragon Industry

< p > "it is not accurate enough to predict the great situation of the economic crisis". This is a sentence that many a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > enterprises will say when accepting the author's interview.

Yes, there has never been a slowdown in consumption and a backlog of inventories like 2012, which has led retailers and branding businesses to feel pressure.

To bid farewell to the age of scale and quantity, today's enterprises have fully understood the truth: the pursuit of "quality" growth should be larger than the scale expansion. Key indicators such as the optimization of single store efficiency are more important than sales, and the meticulous operation of terminals is more than slogans.

< /p >

< p > < strong > How can we fight the price war? < /strong > /p >

< p > the slowdown in store growth, the increase in terminal discounts and the decline in sales rate and other factors have helped the garment industry enter a new round of adjustment cycle.

< /p >

< p > in this adjustment cycle, the electricity supplier has become an important channel for many garment enterprises to inventory.

As a result, 2012 is the year of electricity price war. From "6. 18", "8. 15" to "double 11", the price war of e-commerce can hardly be increased.

< /p >

< p > because the electricity price war is too hot, and the price war on the line seems to be covered.

This worries many people, because excessive inventory and excessive use of electricity suppliers will destroy the brand, so that the enterprise will fall into the dilemma of getting lower and lower.

< /p >

< p > of course, some enterprises still have a clear mind in front of such a reality, such as Fan Cheng pin pin.

After many doubts about inventory backlog last year, in 2012, it also returned to its products with strong efforts to improve the quality of clothing products of its own brand.

"All customers have returned to healthy operation this year."

Vic CEO Chen said.

< /p >

Is p > strong > a better way? < /strong > < /p >

< p > "inventory" is a sensitive word for Chinese clothing industry in 2012.

< /p >

At the end of 2012, Chen Yihong, chairman of the board of directors of China and CEO CEO, reconsidered the clothing industry in the media. He thought that the problem of clothing inventory was the excess of products and greed, and in essence it was the inevitable result of the lack of retail thinking business mode.

The operation mode of "brand + wholesale" must be changed.

< /p >

< p > because Chinese brands do not control retail channels, they rely more on agents to complete their sales.

A common case is that the best seller is out of stock and the mediocre product is backlog.

Chen Yihong believes that the "brand + wholesale" mode is a major drawback of information communication is not smooth, "as long as you sell wholesale, brand sales have been formed, it will not pay attention to changes in the retail side."

< /p >

Less than P, however, abandoning the wholesale mode and building terminal and controlling retail business still seem to be a mystery to most Chinese clothing brand enterprises.

< /p >

< p > < strong > fine operation how to do? < /strong > < /p >

< p > 2012, many a href= "//www.sjfzxm.com/news/index_c.asp" > clothing enterprises < /a > become more pragmatic and rational. They are more concerned about single store efficiency, turnover of products, turnover of inventory, sales rate, gross profit rate and other indicators.

< /p >

< p > however, many local brand entrepreneurs met with shame when they mentioned the data.

In terms of efficiency, it is generally around 12 thousand yuan ~1.4 yuan / square meter, showing a trend of gradual improvement in recent years, while foreign fast fashion brands are much better than domestic ones, the lowest is GAP, and the highest is Uniqlo (the average efficiency is around 70 thousand yuan / square meter).

< /p >

< p > the profitability of fast fashion brands abroad mainly comes from high turnover rate and Gaoping efficiency, and is generally dominated by direct business. In this case, the lowest inventory turnover rate is H&M, and other brands are generally around 5 times. While domestic brands are mainly franchising, the real inventory turnover rate should be the number of days of inventory turnover plus the number of turnover days of franchisees, and the number of annual turnover is less than 2 times.

< /p >

< p > that is to say, there is still much room for optimizing the commodity mix and improving the store efficiency through meticulous management.

Of course, this requires clothing companies to master better customer analysis technology, truly retail oriented, customer oriented, first retail and then wholesale.

< /p >

< p > < strong > How can the form be innovated? < /strong > < /p >

< p > retail mode is also like the general trend of the world. "Long time must be divided into two parts". In the market segmentation, the store also has the advantage of "integration" and become the new favorite of the shopping center.

From the predecessors of I.T, I.T to the new generation of C.P.U, map, HH and so on, the collection store has won the favor of consumers with a rich combination of brand categories.

In August 28th, the Wenzhou headquarters of the Phoenix bird shop was called the "Phoenix Shang pin" collection shop. This 3000 square meter collection store includes 15 brands at home and abroad, including men's wear, women's clothing, leather a href= "//www.sjfzxm.com/" target= "_blank", shoes less than /a and leather goods.

< /p >

< p > however, if we only play the fashionable banner of the consortium, if the buyer's problem can not be solved, the profit of the consortium will still not be separated from the joint mode of small department stores, so it can not play the proper role of the consortium.

< /p >

< p > in addition to the changes in store form, in 2012, new technology products also appeared at terminals more frequently, such as virtual fitting rooms.

Uniqlo installed a virtual fitting system in the new store opened in Santiago in October 15th. It can directly see the different color upper body effect of the same paragraph < a href= "//www.sjfzxm.com/" target= "_blank" > dress < /a > directly in the mirror.

The system consists of a 60 Inch large display, flat terminal and video camera.

With special barcode technology, the computer automatically identifies the types and colors of clothing on the user's body.

< /p >

< p > 3D body feeling virtual fitting room not only facilitates customers to experience the service process of replacement quickly, but also can become a propaganda window of brand culture, and can be a fun interactive game machine, which can be used as an intelligent terminal device for customization of products. The most promising is that its background system can collect information through customer experience, and can help enterprise product development and CRM management through information analysis.

< /p >