"Terminal Effect" Became The Key Word Of Clothing Industry In 2013.

< p > recently, XTEP has been "entertaining" by the media.

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"P > XTEP's move to move part of its operations in Guangzhou has encountered resistance. Outside, especially some media have speculated that XTEP is operating under pressure to" close shop "to evacuate Guangzhou and even be exposed to the so-called" arrears of wages ".

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< p > for this argument, Wang Zhiyu, director of human resources of XTEP, told reporters clearly that the adjustment of Guangzhou branch is not related to its performance. The "pay gate" is a misunderstanding, and the resettlement of some employees is being carried out in an orderly way.

In his view, the outside world, especially some media, is "too sensitive" to the adjustment of < a href= "//www.sjfzxm.com/news/index_c.asp" > clothing enterprise < /a >.

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< p > > "Misreading" in the media reports. Wang Zhiyu said that the Guangzhou business adjustment of the group was not a closed shop but a relocation of some of Guangzhou's designers to Xiamen.

He also said that although the colleagues in charge of garment design in Guangzhou will move, the Guangzhou design center will continue to operate, and set up a a href= "//www.sjfzxm.com/news/index_c.asp" > women shoes business < /a > plate.

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< p > according to Wang Zhiyu, the original XTEP commodity design center is in Quanzhou, but because of the overall matching of Quanzhou, it has set up a design branch in Guangzhou.

This organization has nothing to do with the sales shop.

This year, XTEP set up headquarters building in Xiamen, such as headquarters building, office and other supporting conditions have been improved, so the Quanzhou center has also moved to Xiamen, Guangzhou designers also moved to Xiamen headquarters to facilitate integration of resources.

Some employees are local employees in Guangzhou and are reluctant to relocate.

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< p > in XTEP's external instructions, the relevant background has been recombed, and it is said that "the Guangzhou Office of the commodity system should be pferred back to Xiamen to strengthen communication within the system and the landing of brand grade products."

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< p > so, this is just a normal adjustment of the organizational structure of XTEP group.

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< p > < strong > behind the XTEP storm < /strong > /p >

P > obviously, the outside world is so "sensitive" to XTEP's adjustment because of its poor performance.

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Before P, XTEP released its 2012 annual performance report that last year's net profit fell by 16.18% to 810 million yuan.

This is the first net profit decline since XTEP went public.

Previously, the performance of Metersbonwe, Semir, Anta, 31st and PEAK has slipped.

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< p > "inventory is the most fierce capital chain killer of clothing enterprises."

Experts in the industry say that the high inventory of many garment enterprises is an important reason for their performance decline.

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< p > according to flush iFinD data, in the first half of 2012, there were 34 home textile and garment enterprises with a stock exceeding 100 million yuan.

And a number of Listed Companies in 2013, a quarterly show, including men's wear, women's wear, < a href= "//www.sjfzxm.com/news/" > casual wear < /a > 22 A apparel listed companies, the first quarter of the total inventory is also not optimistic.

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< p > "compared with the normal level, the general inventory pressure of garment enterprises in 2012 is certainly several times higher."

China garment industry senior analyst Wang Qian said that there are many export-oriented enterprises in China's clothing industry, the sales of clothing products do not go out, and the external demand is low, so the domestic demand market pressure is increasing.

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The increase in rent and labor costs is worse than P.

China shopping center industry information center survey results show that in 2011, 2812 shopping centers in 106 cities nationwide, including premium shops rents increased by more than 30% last year.

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In 2012, the average rent cost of retail enterprises increased by 30%, and labor cost increased by 15%. The total sales volume of 81 large and medium-sized department stores in 2012 was 228 billion 270 million yuan, up 8.92% from the same period last year, and the total profit decreased by 6.14% compared to the same period in 2012.

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Under the continuous impact of new business formats such as e-commerce, P will be even more severe in 2013.

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< p > "in the past year, the rental price of our stores in Beijing has risen by no less than 50%, and Guangzhou has also gained 2-3."

Zhang Xian, a dealer in a well-known clothing brand, said that labor costs have risen considerably now, and the salary of a deputy manager of 5000 yuan has been unable to meet.

In addition to the basic salary of 1800 yuan, the average salesperson has a commission, at least 2500 yuan a month.

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< p > according to Zhang Xian, the data of the spring and summer order meeting held by the company before 2013 were not very ideal. At present, the sales rate was only 60%-70%.

The company was not listed before. In order to cut costs and cut costs at low cost, the company recently cut labor and chop logistics warehouses in Guangzhou.

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< p > according to statistics, in 2011, 73 textile and garment enterprises eliminated the two companies listed last year, and 71 companies reduced the number of employees from 22179 to 347068 last year.

YOUNGOR's loss of 17199 people has undoubtedly become the most tragic company in the industry. On Saturday, it was also ranked the top five in the market.

In August 2012, Daphne, a shoe maker, staged a "layoff storm" again, with internal staff claiming that Daphne had drastically cut nearly 300 employees in Shanghai headquarters.

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< p > "domestic a href=" //www.sjfzxm.com/news/ "> garment industry < /a > belongs to a perfect competition market.

This year, the first tier cities and the two or three tier cities are all grim and fierce competition.

Wang said that closing shop and layoffs are also common.

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< p > < strong > "after inventory" era < /strong > /p >

< p > high storage directly leads to the tight cash flow of garment enterprises. Besides frequent layoffs and layoffs, many enterprises also use "price war", "promotion war" and "inventory war" to carry out crazy sales promotion.

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< p > however, no matter what form is used to promote sales and reduce stock, it is a temporary solution.

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< p > in fact, the surge in inventory is a precursor to the deterioration of the performance of "a href=" //www.sjfzxm.com/news/ "garment enterprises < /a >.

As early as the 50s of last century, due to the backlog of a large number of unsalable products, many large Japanese clothing enterprises encountered inventory haze, and their operations were in trouble or even went bankrupt.

However, it is this crisis that many executives of Japanese garment enterprises wake up to realize that the appearance of sales crisis in clothing enterprises reflects the sharp increase in inventories.

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The garment enterprises of < p > strong > China have also come to this pition junctions.

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< p > Product unsalable is one of the deep reasons for inventory backlog, and the essence of product's unsalable sales is the failure of enterprise's sales forecast.

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< p > clothing enterprises often get information on terminal retail from distributors, but ignore the in-depth line, investigate sales and consumer opinions from stores and stores.

For the development of new clothing, garment enterprises will all hope to find a line of designers and well-known design team, but ignore the trend guide from the target consumer group.

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< p > since 2010, some fast selling and fashion brands have entered the mainland market. Leisure brands and sports brands have been directly impacted. The inventory problem of domestic garment enterprises has become a stumble for development.

In addition, the homogenization of products in the industry, the price segment is close, and the growth of industry is restricted by the growth limit of the channel, and the inflation of the economic environment, the purchasing power has declined.

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< p > at the same time, the problem of "a href=" //www.sjfzxm.com/news/ "garment manufacturing" /a "in the supply chain" has become increasingly prominent.

In the recent annual report released in 2012, many garment enterprises such as Semir and Smith Barney declined their first performance since listing.

In the severe situation, many garment enterprises will reorganize their strategies from the aspects of supply chain coordination and channel upgrading in 2013.

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< p > people in the industry say that many agents and franchisees take orders from garment enterprises as samples, which results in the fact that many garment enterprises will be put into production according to the order quantity after they have finished their orders.

"Whether the final agent or franchisee can sell the order quantity will be irrelevant."

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P, a journalist who participates in the ordering of a well-known clothing company in China, will find that dealers will often choose their clothing styles and order clothes according to their own market expectations.

In addition to the simple explanation of new clothing, brand dealers and distributors are almost zero during the ordering period.

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< p > "brand operators only focus on order quantity, ignore guidance and communication, will become clothing wholesale enterprises, and enterprises will also be more difficult to deepen the market and make strong brands."

Some analysts have pointed out that brands and franchises and agents have ignored each other's mutual evasions from the initial stage, eventually forming the stock of both sides.

Affiliate, agent and terminal retail have the most close relationship. Brand dealers need to guide the two to order according to the product structure of enterprises and designers.

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Zhou Chengjian, chairman of the US bond company, has said frankly that with the inertia of futures value, the garment enterprises that have completed orders in the first half of the year will face many challenges after the market is weak. P

In the recent 2012 performance briefing, Smith Barney set the company's main business keynote as inventory and channel construction.

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< p > "now the garment industry is facing the pformation from wholesale to retail. This is the inevitable task for the garment industry. In addition to adjusting the business mode, how the supply chain is perfectly integrated with the business mode also tests the operational capability of the garment enterprises."

Zhou Shaoxiong, chairman of the seven wolf industrial Limited by Share Ltd, said in an interview.

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Less than p years ago, seven wolves were the first to put forward the mode of "wholesale to retail" in the annual report. Wang Liang Xing, President of the company, also emphasized at the recent 1000 people business conference. "Wholesale" pformation "retail" has become a project in the "post inventory" era.

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< p > < strong > improved terminal boom > /strong > /p >

In May 1st, P has a twelve year old Jinjiang welcoming shop on the occasion of "12th anniversary celebrates". This is a new sixth generation fashion image.

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< p > "after redecorating, twelve years welcome the old store to debut again with the new sixth generation terminal image, bringing the modern fashion visual feast, attracting many customers to enter the shop to appreciate."

One of the relevant officials claimed that Mr.

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"P", "no focus" to focus on building a direct management channel, adhere to the "excellent shop" strategy, and strive to enhance the single shop "flat effect."

Ding Hui, chairman of the board of directors, said that the accurate sales figures were accurate membership data, so that he could accurately carry out marketing activities for members.

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< p >, according to him, "information supply chain management and original sales monitoring department are responsible for real-time monitoring and reasonable deployment of store sales to ensure the commodity reserves of the opening shop activities, while direct management ensures the standardization and high quality of daily operations and services on the day of activities, and improves consumer satisfaction."

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< p > from the prediction of goods to the monitoring of sales data, this is the ability that a modern clothing retailing enterprise should have.

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< p > this is not the move of the odd family. The improved terminal has become a major event of garment enterprises in recent two years.

Li Lang is upgrading the "third generation terminal mode". The three series of seven cards are gradually differentiated from the terminal image, and the other third terminal modes are officially launched.

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< p > following the improvement terminals of Lai brand, Qipai and AI Dun Bao, YOUNGOR, seven wolves, white-collar workers and so on have all contributed.

In 2012, YOUNGOR invested 450 million yuan, and opened the world's largest flagship store in Hangzhou's Wulin commercial circle, with a floor area of more than 10 thousand square meters. It is a "brand carrier" built by YOUNGOR. YOUNGOR's five major brands YOUNGOR, MAYOR, GY, Hart Schaffner Marx, HANP (hemp family) are all settled in the whole line.

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< p > < strong > "terminal effect" became the key word in 2013 < a href= "//www.sjfzxm.com > > clothing < /a >.

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< p > under the pressure of inventory, the development mode of store expansion has already met the bottleneck, and improving the performance of single store has become more and more important.

Therefore, not only men's wear, women's wear, children's wear and so on will start real-time monitoring terminal dynamics, enhance terminal store's "flat effect", and promote endogenous growth.

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< p > as early as the second half of 2011, Zhao Jianhe, chairman of the Green group of Fujian, began to visit the market in all parts of the country, making adjustments to the terminal channel of the company's brand tick tick, increasing the construction of the flagship store of 100 square meters nationwide, giving consumers a brand new one-stop shopping experience and improving the profitability of single stores.

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"P" and relying on the unique business mode of "animation + industry", big brother has achieved explosive development.

"Big brother plans to build the largest Chinese children's animation theme MALL - the big brother family life Museum, the life hall is for the family with 0-14 year old children to tailor, provide a one-stop life experience for mothers and children, including shopping, play, animation experience, growth services, photography care, education and training services, the scale of a single store will reach 5000 square meters."

Cai Fan, the director of the brand, believes that the combination of animation culture and the real industry is an inevitable trend of development through visual communication, experience and interaction.

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< p > it is worth mentioning that in recent years, a few a href= "//www.sjfzxm.com" > women's wear brand < /a > started late, but the starting point is not low.

These women's clothing enterprises have always insisted that "customers must make money and grow", all of them are single store franchisee models, so as to avoid the weakness of terminal management and inadequate market strain.

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The birth of any "P" model is the first reaction to the market situation.

From wholesale bulk goods to shoe city area, to special counters, exclusive stores, experiential children's life hall, to multi brand terminals, are a microcosm of channel pformation.

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