Zhengzhou Underwear Wholesale Industry Calls "Cold" Wholesaler Business Halved

"Golden nine silver ten" has always been

The underwear industry is no exception in the selling season of the industry.

This year, however,

Wholesalers have not yet seen the hot market prospects.

"There is a kind of cold call" do not buy autumn pants ", before people are ready to prepare for the autumn pants, underwear wholesale industry has felt the obvious cold meaning.

In recent days, reporters have visited the major underwear wholesale markets in Zhengzhou.

Faced with the vicious circle of market saturation and blind competition, wholesalers believe that "industry shuffle" is inevitable, and that innovation mode, brand operation and integration industry have agglomeration effect, which is the way out for the future.

Small wholesale

It's normal to sell 1000 pieces a day in the past year.

Now only 500 pieces are sold.

At 2 p.m. on August 28th, the three wholesale underwear area of Jin Rong commercial city was "quiet".

In the northeast corner of the third floor, a businessman sits in a chair outside the shop and looks at the purchaser.

"Five people bought more than 300 products, and I earned only a few cents a piece."

The wholesale thermal clothing business said that in normal years, it sold more than 1000 units a day, and only four hundred or five hundred sales now.

He was an old merchant next door, but he closed shop this year.

"From silver base in 2000

Wholesale, he has done all these markets in Zhengzhou. "

He said, "now the industry is not easy to do."

He describes that some businessmen are making money in the form of goods, making the industry vicious competition, and the original profit is no longer there.

He believes that the market will inevitably be eliminated in the future, and "reshuffle" is inevitable.

"This year is particularly bad," he said. "Sales in the first half of this year are only half of that in the first half of last year."

In previous years, there were several new stores opened in the market every year, but not this year.

He said, "the worse the market, the more serious it is."

You can get 50 thousand yuan if you receive ten thousand yuan in cash.

Xu Baoqing is the representative of Jin Rong commercial city merchants and Zhuang Tai underwear Henan general agent.

When he was in the world trade mall in 2005, he combined with other merchants to bake up the whole market. Last year he came to Jin Rong and brought the three issue of Jin Rong into full swing.

"After 2007, the whole industry has begun to saturate."

He said, "Jin Rong has made 80 wholesale businesses for underwear, and 200 of the world trade mall, Sheng he knitting city and 100 Tianlong underground shopping malls."

Wholesale

"It's like a broken car. Don't drive it. Unfortunately, it's hard to drive."

Zhengzhou Railway Station

In addition to the "small wholesale" operated by merchants in the market such as Jin Rong and WTO, there are also large companies such as Dapeng knitting and Hongyun underwear square, which represent many brands.

On the afternoon of August 30th, outside the Dapeng knitted boutique lingerie square, there was a pile of goods coming out, but Cui manager on the first floor of the Plaza said, "these are not for collection."

He said that the products of the wholesale markets are not very different. Now the market is not good. Many agents are going to shop outside. "Occupy the market first, or the terminal stores will not sell your products."

And ROC knitting

Manager Wang told reporters that the company's agent nearly 100 brands, inventory this year than in previous years 30% to 50%.

And this year, the whole industry chain is under pressure. "Many factories are closed."

When it comes to the wholesale market of underwear, the first sentence of Ji Yun Ming, director of Hongyun underwear Plaza, is "it's not optimistic now."

He said that because of the warm winter last year, the inventory of last year began in June this year.

"Sell the old money and sell the new one.

For the low-end consumer group, there is wear on the line, the new stimulus is very small, sales have been greatly affected.

The market was good before and after 2008. He said that the state of the past few years was "like a broken car, not open. Unfortunately, it is hard to drive."

At present, the autumn and winter have already been shipped, but as to whether they sell well, Ji Ming Tai said, "warm clothes and trousers depend on the weather, so long as the weather is cold, they will sell well."

Probe into

Product confusion, oversupply, blind competition form a vicious circle.

"The market is too chaotic, too complicated, and the product is homogenized. There may be several brands of products in a factory."

Ji Mingzhuan said that in order to expand the market share, manufacturers will register other trademarks with the same products and recruit more agents.

The flooding of the market leads to the poor sale of products, the slow withdrawal of funds and the increasing stock of old ones.

Ji Ming said that this is a blow to the whole market, "small households can not survive, big families fight to the end, the industry shuffle, big fish eat small fish."

Xu Baoqing believes that underwear industry threshold is low, the risk is relatively small, "we all crowded onto this ship, manufacturers, agents, terminal stores are like this."

As a result, supply exceeds demand, resulting in a vicious circle in the industry.

"10 agents, 3 earn money, 4 barely maintain, even very good.

It is unrealistic to say who earns much money this year.

He said.

"Merchants are unwilling to compensate for their losses, and hope for the next year.

Even if the meat rotted into this pot, it would still be a pot of meat.

He said, "there is no loss to the blind, and I dare not to make an account by the end of the year."

The operating cost of one year is 800 thousand yuan, and the purchase is 200 thousand yuan for the manufacturer, and the turnover fund can not be left out.

"It is absolutely a vicious circle that can not be eliminated and the industry is reshuffled."

He believes that such a result is inevitable.

Bai Fulong, director of Zhengzhou Lili Fashion Co., Ltd. used the "loose sand" to describe the wholesale industry of Zhengzhou underwear, "scattered, chaotic, brand and market disorder."

He said that although the market demand is large, it is difficult to form benign development.

"Elimination is inevitable, and it is hard to say how many practitioners are eliminated."

trend

Brand operation will become the mainstream of the market

Underwear around the wholesale market of Zhengzhou Railway Station is a popular two or three line brand, or even a circulating commodity.

"Front-line brands are mainly concentrated in office buildings."

Ji Mingzhuan introduced.

After the formation of the buyer's market, "manufacturers may directly cooperate with the terminal stores in the future, so developing terminal chains is a trend."

But at the same time, he believes that because of huge investment, this mode is difficult to form at present.

Facing the market situation in recent years, the production of "four seasons" products has become the choice of many manufacturers.

But Ji Mingzhuan believes that the trend of the future is to rely on brand operation, create brand by team, and form an operable mode for marketing.

"We need to make brand names for every breed, specialize and achieve refinement."

He said, "product profit is pparent, agents earn a certain profit, make brand products, realize service door-to-door.

And price, channel, service advantages, one can not be less.

To achieve these, team personnel must be combined, and "high-quality professional managers are indispensable."

He said.

Suggestion

Innovating business mode and integrating industrial resources to produce agglomeration effect

"The industry is facing a shuffle". How will this industry do in the future?

In the view of Ji Ming, it is necessary to explore the innovation mode and improve the management and post service level.

His way is agent tracking service.

Every day, he will ask the shopkeeper of every city in Henan to ask the weather. "Before the weather is cold, the model of the shop should wear warm clothes and cotton household clothes."

He said the work is to guide customers to spend.

Nowadays, many brand agents are learning and training.

In this regard, Ji Ming Tai agrees very much, "the thought is numb, must carry on a revolution in the thought, accepts the new management pattern."

Xu Baoqing believes that the market is difficult to change, "unless the market changes fundamentally, but the day is coming, far away."

He said that if we want to make Zhengzhou underwear wholesale industry bigger and stronger, we must gather the underwear wholesale together and integrate resources, instead of several market decentralized operations.

Bai Fulong introduced that now his company not only acts as a proxy brand, but also sets up factories for production, and carries out an attempt of "industrial dragon".

He also believes that the development of Zhengzhou underwear wholesale industry can not be separated from the agglomeration effect, "forming a standardized market, concentrating all the wholesale business of underwear, establishing industry associations, forming a circle, and developing together."

He said that the status quo of non communication in the industry must be eradicated.