Zhejiang: Clothing Market Crazy Clearance Inventory Value Of 18 Billion 560 Million Yuan

"In the past year, I returned to my hometown in the twenty month of the twelfth lunar month, and this year it is estimated to be twenty eight in the twelfth month of the twelfth lunar month."

Thousands of down coats and some friends' inventory have blocked the pace of returning home in Hubei.

Love is the general manager of a small garment enterprise in Hangzhou. The company is located in the three Xin Industrial Park in Yuhang District of Hangzhou, and there is a brand store on the first floor of Sijiqing Hangzhou Hangzhou school in Hangzhou.

At the end of the year, he rushed to Sijiqing to help each other in the rush hour.

"My stock is almost sold, and now I'm mainly helping my friends to throw the goods."

In recent days, a big sale in Sijiqing, Hangzhou is being staged.

Behind the fire is precisely

The true portrayal of high inventory.

Breaking through at the end of the year, crazy clearance

"In 2011, there were 17 billion backlog stocks in China's apparel industry, with an average of more than 10 per person based on 1 billion 300 million people's oral arithmetic.

How much capacity do you have in the clothing industry? Do you know? 17 billion times 3. "

When a reporter threw out the clothing industry inventory problem, a senior observer in the clothing industry in Hangzhou replied.

On the eve of the Spring Festival every year, there will be a super hot sale blockbuster in Sijiqing.

Usually, the two week before the Spring Festival is the crazy clearing season for the clothing market in Sijiqing, Hangzhou. This year, due to the heavy snow and cold wave, the clearance time is more than a week late, so it is more crazy.

"100 yuan, 10 pieces, 10 yuan for jeans, 50 yuan for Down garments."

The artificial cry and the repeated sale of trumpet machines make the crowded city of Sijiqing, Hangzhou, become more and more noisy.

Miss Bai, who works in Hangzhou, bought three large bags of clothes for more than 3000 yuan while clearing the youth at the end of the four seasons.

"It's really cheap. I have time and I want to go there again."

Customers are crazy about buying goods, and Sijiqing owners are selling their lives.

According to legend, a sales pants owner, a day sales amounted to 660 thousand yuan, equivalent to every two seconds to sell a pair of trousers.

"In addition to Sijiqing, factory stores are also the best window for inventory."

Love said, two years ago, his company just set up the meeting, there is only one clothing factory shop in the three Xin Industrial Park.

Today, dozens of factory shops are lined up on both sides of Xin Yuan Road in the park, and some clothing companies directly open the exhibition hall to retail.

Behind the cheap sale is Hangzhou's thousands.

Go to inventory at the end of the breakout battle.

The battle is well fought to maximize the return of funds.

Because no one wants to sell the inventory to professional stock repurchase.

This is a familiar experience.

In 2014, due to the inaccuracy of the market, a large amount of inventory was generated, and the inventory of about 5000000 yuan in cost was sold to the professional stock repurchase business, and only about 1000000 yuan was recovered.

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Zhejiang clothing industry, stock geometry? Reporters learned from the Provincial Bureau of statistics, textile and clothing, apparel industry as an example, in 2012, the stock value was 14 billion 850 million yuan, in 2013 was 16 billion 73 million yuan, in 2014 was 17 billion 835 million yuan, 2015 preliminary statistics is 18 billion 560 million yuan, the growth rate is 8.2%, 11% and 4.2% respectively, although the growth rate has slowed down, but the inventory pressure is not small.

Extensive growth, high inventory

Low entry threshold, extensive growth and widespread plagiarism eventually led to overcapacity in China's garment industry.

A well-known women's clothing brand in Hangzhou was sold at a price of 60 yuan per kilogram during the serious inventory backlog.

How did the stock come into being? "In fact, the" backlog "is more accurate in the clothing industry.

Zhang Yongchun, assistant president of Hangzhou Hangzhou women's wear trade association, said that backlog of stock has become a hard nut to crack in the clothing industry.

First of all, clothing enterprises are hard to grasp accurately the market demand information, but once the judgment is wrong, it is easy to cause backlog stocks.

Secondly, the data obtained by garment enterprises at present will not be used to guide production.

Commitment to the agent's return rate is also a time bomb for backlog.

Once goods are not sold, they become inventories.

From the perspective of internal factors, on the one hand, the ability of independent innovation of garment enterprises is weak, the launch of new products is too slow, too few new technologies are used, and too many copies are plagiarized.

On the other hand, they are often unable to restrain the impulse of blind expansion. Once they encounter cold market, they will be beaten back to their original form.

"One quarter of the clothing stock backlog, lack of money, can not be able to buy the raw materials needed for the production of the next season, and eventually lead to the collapse of the capital chain."

Zhang Yongchun said.

In the second half of 2015, there were no more than 20 peer failures.

"The entry threshold of the clothing industry is low, and there are many followers.

In the past two years, the down jacket fire has produced many enterprises that produce down garments at once. This year, there are many double faced cashmere enterprises on both sides of the cashmere fire.

Desperately imitate, do not have their own DNA, resulting in vicious competition in the industry, increasing clothing inventory.

He said.

Supply reform, digest inventory

At present, the era of personalized consumption is coming, and the traditional clothing industry is facing a severe test.

The pattern of demand from the past has led to overcapacity in the garment industry.

Now, the central authorities have proposed that, while moderately expanding the aggregate demand, we should focus on strengthening the structural reform of the supply side.

This applies equally to the clothing industry.

Let's take a look at this example, the Zhejiang IIF Textile Co., Ltd. in Pinghu, which has been renamed Zhejiang Ai Fu game Dress Culture Industry Co., Ltd.

In the field of clothing, according to the new way of producing children's game clothes, Eve has extended to the opening of children's "happy dream workshop".

Starting in 2015, the company's games, toys, home textiles and other products are integrated with the theme of DreamWorks. Every year, thousands of new products are also designed to improve the design through consumer experience feedback.

From simple manufacturing clothing to production happiness, IIF has revitated the chain of design, production and sales.

According to the case of love, it provides a good footnote for creating demand from the supply side.

At present, many garment enterprises in Zhejiang are also seeking their own pformation in order to seize the market in the process of restructuring consumers and manufacturers and meet diversified, personalized and fashionable consumption needs.

Such as Wei Yun Qipao, Hangzhou Limin Chinese clothing factory, etc., through the advanced customization route, while meeting the individual needs of minority consumers, we will set down production and reduce inventory pressure.

In addition, the high storage of clothing industry has also spawned a new business -- the pformation and upgrading of traditional garment industry through "Internet +".

Zhejiang Xiu Wei Technology Co., Ltd. launched "

"Project" is aimed at O2O pformation and upgrading of traditional clothing retail enterprises, such as intelligent upgrading of traditional clothing stores, and mobile phone clothing stores that can be "tried". It aims to integrate online technology such as online try, match recommendation and game interaction into fashion marketing mode.

"In recent years, it is obvious that the pformation of garment enterprises is urgent. In the past, we went out to find customers, and now the customers actively take the initiative to find them.

As we serve a high-end women's clothing business in Shenzhen, there are 500 stores nationwide.

Previously, the customer turnover rate of stores was as high as 95%, which was reduced to 35% after being reformed. 20% of the customers who left behind would have actual buying behavior, selling fast and having little stock. "

Li Qiaomei, general manager of Xiu Wei technology, told reporters.