Apparel Industry Is Building A Quick Response Mechanism For Inventory.

< p > international and domestic economic situation has been involved. In the first half of 2012, the inventory of domestic garment enterprises is very serious. In early 2012, the United States broke out the stock crisis, stock up to 2 billion 500 million yuan, most of which were over season merchandise. In a quarterly report in 2012, Semir apparel inventory reached 1 billion 300 million yuan, up 30% from the 1 billion yuan in 2011, nearly equal to the main business income of the first quarter. < /p >
< p > it is difficult for us to survive the financial tsunami and meet the European debt crisis. With the increase of labor cost, raw material price and trade environment, the management environment of garment enterprises has changed suddenly in recent two years. The export orders of some garment enterprises have declined sharply this year. A large number of hoarding goods are forced to be sold domestically, coupled with the economic downturn and relatively weak consumption, resulting in a large backlog of stock. < /p >
< p > according to the statistics of flush iFinD, the data of 80 listed companies released by the textile and garment industry show that the inventory of the 80 companies in the first half of the year amounted to 67 billion 166 million yuan. Among them, 66 companies have more than 100 million yuan in inventory. YOUNGOR, black peony, red bean shares, INTERCHINA group, Huafu color spinning, Baron East, URI Japan shares, Mei Bang dress, Lu Tai A, Semir apparel, Changshan stock and other 11 companies stock even more than 1 billion yuan. "Some enterprises with insufficient risk tolerance are easily crushed to death by high inventory." Qian Feng, vice president of Zhejiang garment industry association, said that the commodities will continue to depreciate in the coming season, which will tighten the cash flow of enterprises to a large extent. < /p >
< p > in fact, < a href= "//www.sjfzxm.com/news/index_c.asp" > inventory problem < /a > has been the pain of the development of domestic traditional garment industry in recent years. At present, the domestic a href= "//www.sjfzxm.com/news/index_c.asp" > clothing textile manufacturer < /a > relies more on the traditional management mode, and the development of textile and clothing is restricted by bullwhip effect in the whole supply chain. The effect is mainly reflected in the retailer's management inventory mode, that is, self ordering, replenishment and digestion of inventory. The traditional RMI mode is destined for its high inventory rate. "At present, the stock of business is bigger, and the promotion of price cuts is a must." Clothing brand salesperson told reporters, now whether domestic Metersbonwe, Semir or foreign ZARA, H&M, many clothing brands have begun to discount sales, and the discount time has been ahead of schedule, the discount rate is increasing. < /p >
< p > in addition, various kinds of festivals have become the "life-saving straw" of clothing brands. Nowadays, most of the brand clothing in the country has been on sale every day, and it has become a habit. Even the upcoming "father's Day" and other "foreign festivals" which are not so popular in China, such as "Daddy's gas", "father's love such as" shirt, and other painstakingly promotional expressions have appeared on the stage. < /p >
< p > it is undeniable that clothing "a href=" //www.sjfzxm.com/news/index_c.asp "brand discount" /a "has an effect in the early stage of market development. However, with the strengthening of brand competition and the maturity of consumers' consumption concept, discount has limited effect on promotion. "Moderate discount activities have a certain effect on promoting clothing sales, but it is not appropriate to introduce discount activities too frequently." this way, it will be more harm than good, which will easily lead to consumer fatigue and damage brand image and affect subsequent sales. Zhang Gong, a marketing expert who works in a consulting company, said that clothing companies use discount to attract most consumers who want to pursue good quality and inexpensive products. They should also pay attention to controlling the frequency, scale and occasion of the discount. < /p >
Besides P, discount sales of new products are likely to trigger a vicious circle of clothing sales: new products will reduce prices, so that consumers will not rush to buy new clothes after the coming season. Instead, they will choose to wait and see and wait for price concessions, which will lead to the slow sale of new products and even the sale of new products. This is undoubtedly a matter of urgency for the garment enterprises that have to face the pressure of high storage pressure. < /p >
< p > unlike other industries, the apparel industry is a fast growing industry. It is difficult to achieve "zero inventory". If a brand does not have a good return mechanism, it will easily accumulate a large number of goods. Behind the crazy discount, the marginal effect of clothing brand is decreasing, and it will easily damage the brand image. "Clothing enterprises should strengthen their own products' innovation and competitiveness according to their own characteristics of the industry." Clothing brand marketing expert Wu Jian said, in fact, whether the production or sales link leads to high inventory is actually a comprehensive reflection of clothing enterprises in the brand, design, marketing, channel management problems. It is a concentrated reflection of the lack of quick response capability and lack of integration of resources. We should find a breakthrough in these areas and establish a long-term mechanism to avoid falling into the "no discount, no sales". < /p >
< p > it is worth mentioning that at this stage, the apparel industry is in the second half of passive inventory, but each company is in different stages. Overall, Anta and Semir, which first entered the inventory adjustment cycle, have entered a new round of replenishment cycle, and both revenue and net profit have started to grow. Obviously, in the second half of the stock market, Anta and Semir have gained a big increase. < /p >