Faced With The Predicament Of 2012, Textile And Clothing Must Be Transformed.

2012 clothing The difficulty of the industry's inventory has brought the new garments to the discount season too early, and the "low profit clearing stock" has evolved into normality. There is a clear proof that every shopping mall or lobby will be loaded with clothes after sale.

The whole industry situation can only be described by "difficult situation". At the end of the year, the problem of sales and production is more obvious. How to deal with the industry predicament caused by rising cost and sluggish demand? How to break through the whole industry? Spin The strong smell of clothing industry must be transformed.

Businessmen dislike "high inventory"

Zhongshan Road Yue Saeco comes to the 3 floor women's clothing area. Most brand counters have posted promotional promotional cards, and the strength of 100 yuan to reduce 40, two to half off shows the sincerity of manufacturers.

A famous brand known for its fashion style has built up a lot of space with its enclosure. Sales staff say they are sorting out their stock and will launch a large sale in a few days. Discount has become the "pronoun" of this winter, and the market downturn is obvious.

Manufacturers "cut meat and heal"

Market downturn, so that the high inventory of clothing industry must be crazy discount, cut meat to heal. Industry insiders say that this is a game that apparel enterprises will quickly return to the capital at the end of the year. A lot of stores will not make money. The profits from these sales will be the real profits of the manufacturers. On the one hand, the spot will become a profit. On the one hand, the huge cost of inventory will be saved.

There are also family members who insist on not giving discount. In addition to jeans and autumn, a shop frequented by MS LAN still keeps the original price of other garments. "This price manufacturer should not be able to carry it for a long time." Ms. LAN thinks. She chose half an hour in the store, except three shop assistants, did not see second customers, such a low popularity of store sales can be imagined. "The profit is not good, but the cost of sales is increasing. It is a matter of time before the price is cleared."

　 Discount stores are also tough days.

That is to say, the use of eighteen Wu Yi, many manufacturers decided to eliminate inventory target has not yet achieved expectations. "We can reduce sales promotion, but there is a cost baseline. The brand new brand on the website can hit half off, and we take the price of goods is about half off, can not compete at all. Taitung three brand Clothes & Accessories Chain store managers complain. Many brands now use the concept of "discount stores". Each city takes out 1-2 stores to make discount zones, for example, their discount stores are located in a shopping mall in Ningxia Road, but they still have no advantages compared with online stores.

Promotion has become a double-edged sword.

The general discount sale has brought a kind of guidance to consumers, and people have become increasingly unacceptable. Qingdao Zhongda Yong Chen Cci Capital Ltd analysts believe that this is a vicious circle, the more can not sell the more inventory, to digest inventory as soon as possible, we must rely on price cuts to promote sales. However, many enterprises do not have the price reduction conditions. Last year, cotton yarn rose to 4-5 yuan / ton, many enterprises did not grasp the intensity of the launch, cotton yarn prices dropped this year, and the cost of enterprises could not be reduced, only two losses and backlog. "According to the survey, many garment enterprises have reduced orders by more than 50% this year, and a large number of garment wholesalers have switched to other businesses."

For manufacturers, the more serious impact is word of mouth. Many famous brands of the year have become common brands due to years of discount strategy. Three quarterly data show that among the younger leisure groups, the number of leisure brands in the market is 15%-25%. The total business income of Semir declined by 5.53% compared with the same period in, and net profit dropped 36.24% compared to the same period last year. Metersbonwe's situation is also not optimistic, the three quarter net profit fell 13.4% year-on-year.

Analysis of the industry, clothing enterprises will continue to digest inventory next year or even the next year, and only control production, compression shop, improve the design level, in order to find a way out of difficulties.

　 Manufacturers do not "adjust" difficult to improve.

In the interview, the reporter heard the most words, not active "transfer" only a dead end. To this end, Qingdao small and medium-sized textile enterprises in different forms to fashion, personalized, high-end evolution. Go up and swim, increase the research and design of product technology, walk down and expand various kinds of marketing channels, and strive to get more benefits at both ends of the "smile curve".

　 Adjust product mix

Qingdao Chuang Zheng Professional Clothing Co., Ltd. is regarded as an old face in Qingdao. It was formerly known as the Qingdao professional clothing factory, and is famous for its industrial uniform such as security, industry and commerce. In order to cope with the market changes, the products of enterprises are gradually extended to ceremonial clothes, high class suits, high-end female fashion and casual wear. According to different customers' needs, new and high-tech special fabric garments with exquisite workmanship and novel styles are also made, such as waterproof, oil resistant, antibacterial and non-toxic harmless medical and health garments. Products exported to the United States, Japan, South Korea and other countries, the export volume of nearly 60 million yuan.

"The transformation of traditional enterprises is first of all in the way of thinking." Huang Yuzhen, chairman of the enterprise, told reporters that in 2001, Zhuang was introducing the new brand "flower box" high-grade female fashion. Because of its excellent workmanship, it quickly won public praise and made a new world in the field of middle-aged women's wedding dress. "In Qingdao, there are more than ten million new year's wedding parties, and the consumption of wedding is becoming more and more expensive, so we have looked at the blank market.

　 Brand relocation

Reporters learned that enterprises such as hair, Hong Ni and other enterprises, through the re creation of fabric development and brand positioning, to achieve steady development of the counter trend.

The brand image of Hong Ni group has evolved to high-end. Liu Yongquan, general manager, told reporters that in the first time this year, "red knitted underwear was tailored" in the industry. Designer In the product fabric, technology and style of innovation, and high-end underwear fabric supplier DuPont, Austria, the world's top 500 enterprises such as the strategic partnership, to develop more than 10 series of hundreds of products. Recently, "Hong Ni" trademark has passed its "Madrid registration", with its own brand "pass" on the road towards internationalization. In the first half of this year, enterprise orders increased by 10% compared with the same period last year, and the profit increased by 13.7%.

Touch net new experience

Since last year, the original clothing design brand of the island city "Yihua Zheng Hong" began to brew the Internet strategy. Since the launch of the flagship store this year, the flagship store has maintained a fast innovation mode. Its unique original design and exquisite fabric technology have attracted a large number of loyal customers.

Zhang Yihua, the director of brand design and the top ten designer in China, told reporters that online shop is an online studio for designers. It provides consumers with a new shopping environment through the Internet, and consumers can achieve fast purchase of original products through online shopping and online payment. This also means that e-commerce has gradually penetrated into the upper reaches of the textile and garment industry. But she said that although e-commerce provided a breakthrough for the textile and garment enterprises, the original design brand, online marketing is not just selling products, but more importantly, brand development, so customer experience is the first.