The Current Situation Of The Apparel Industry Is That The Stock Is Too High And The Profit Is Very Poor.

< p > recently, the "Guangdong a target=" _blank "href=" //www.sjfzxm.com/ "dress" /a "week" is just a few fashionable brand show for ordinary consumers. For clothing enterprises, the display of brands will directly affect the performance of the ordering industry.

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< p > in recent years, the clothing industry has been plunged into a vicious circle.

< a target= "_blank" href= "//www.sjfzxm.com/" > designer < /a > brains racking for inspiration. The factory has worked hard to create a target= "_blank" href= "//www.sjfzxm.com/" > clothes "no". Large and small clothing brands have paid extensive attention to bombing, but consumers still do not buy it, complaining that the price of clothes is getting higher and higher, and the design will never keep up with the trend.

The general consensus of clothing enterprises is that this industry is becoming more and more difficult to make. The inventory is too high and the profit is very poor.

On the other side, Taobao can sell 400 million yuan for women's wear every day, and men's clothing can sell 280 million yuan, and at least 680 million yuan a day, and then ask, "is it clothing or not?" < /p >

"P > market is not getting smaller, but why do businesses feel that this industry is becoming more and more difficult? It is worth considering for practitioners in the apparel industry.

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< p > it is estimated that the profit distribution in the clothing value chain is usually 40%: design, 50%, and 10%.

Obviously, in the global apparel value chain, design and marketing are in the high value-added link of the value chain, and the production and processing are at the low end of the value chain.

In Guangdong, a big province of garment production, most enterprises are still at the lowest value-added link.

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< p > order, make a lot of money, do not worry about the channel, the golden age of no effort to marketing is gone forever.

Transformation is imminent.

But pformation is painful.

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< p > < strong > clothing industry turns /strong < > /p >

< p > "big profits and thin profits make a living."

Reporters interviewed found that many garment factories have many orders, expanding their scale and hiring from time to time, while factory owners shook their heads.

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< p > it is understood that with the increase of labor costs, raw material prices and the RMB exchange rate and other factors, the profit of many garment enterprises with OEM and export as the main mode will drop again and again.

With the further deterioration of the environment of foundry, enterprises will continue to scale up production and use quantity to resist the increasingly small profits, and then invest more and more cost in order to survive.

"The management of workers is completely different from that of last century" in 70s and 80s.

But if you have an order, you can't take it or leave it. "

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< p > national statistics show that in 1-6 months of 2013, garment enterprises in Guangdong above Designated Size reached 2 billion 578 million in total, accounting for 20.70% of the total national total, an increase of 0.28% over the same period last year.

Guangdong still maintains the position of the first largest producer of clothing in the country.

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< p > reporter learned from the trade associations of Guangdong clothing < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a >, in 1-4 months of this year, 4641 of the 4641 garment enterprises in Guangdong were a target= "_blank" href= "target=" > textile > clothing > 4641. The main business income was 155 billion 260 million yuan, up 14.05% over the same period last year; the total profit was 5 billion 612 million yuan, up 36.50% over the same period; the cost profit rate was 4.16%, still lower than the national average cost profit rate 4.48%.

In November 2012, the cost profit rate of textile and garment enterprises above Designated Size in Guangdong was 3.99%, and the national average cost profit rate was 5.49%.

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< p > Li Kailuo, an economic research expert of the famous fashion industry, believes that in just thirty years, China has become the largest clothing producer and consumer country. It has a complete industrial chain, distinctive industrial clusters and market, and has emerged a number of garment enterprises that have begun to take shape and have certain brand operation and capital operation capabilities. Some of the outstanding enterprises have been listed and are moving towards the international brand.

"But two years ago, we put forward that the industry will face" turning point ". With the fluctuation of raw material prices and labor shortage, cheap manufacturing has already ended, and the garment industry has entered a high cost era.

In the past, it was no longer a good way to solve all problems by increasing production capacity and expanding distribution channels. If we were careless, the disadvantages of "big but not strong" enterprises would be presented. As in China's economic growth, the marginal effect of capital investment and labor input declined, and fell into the quagmire of "increasing profits without increasing profits" and "high inventory".

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< p > Liu Yueping, President of Guangdong clothing and apparel industry association, also believes that from the industry statistics, we can see that the era of garment industry growth has basically come to an end. The era of "Big Bang" in the late 1990s has gone forever, and most enterprises are turning from product sales to commodity marketing and even cultural marketing.

Guangdong clothing industry in the future is still showing a steady rising trend, because Guangdong has a very complete industrial chain, there are many developed industrial clusters, providing a good basis for the professional division of labor, cost saving and improving the upstream and downstream supporting capacity.

But at the same time, it should be realized that the garment industry is facing the structural adjustment and upgrading. How to take the creativity as the core, improve the brand contribution rate and the scientific and technological contribution rate of the product value is the goal. It will be an important direction for the pformation and upgrading of the garment industry to build a good brand ecological advantage brand based on the quality as the basis, innovation as the soul, the rapid reaction as the vitality, and the social responsibility as the "four in one".

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< p > < strong > carry out the "de Stocking" campaign to < /strong > /p >

< p > chat with people in the clothing industry.

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< p > how high is the inventory of Chinese clothing? It is said that even though all garment enterprises in China are now discontinued, the inventory is also enough to digest the market for three years.

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< p > nearly one or two years, the clothing industry has launched a "de Stocking" campaign.

Still rising inventories make the apparel industry go to inventory.

Data show that as of April 17th, the textile and garment industry has announced the 2012 annual report of 50 listed companies, inventories total about 57 billion yuan.

Compared with 2011, the total inventory of the 50 companies increased by 3 billion 609 million yuan, representing an increase of 6.76% over the same period of 53 billion 373 million.

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< p >, therefore, from the first tier cities to the three or four line small towns, shopping malls, stores and other stores, discount sales activities are endless. This is the embodiment of the "broken tail survival" of the major clothing brands under the high storage pressure.

Xiong Xiaokun, a light industry researcher at CIC, said that at present, inventory is a major bottleneck restricting the development of garment enterprises. Most of the clothing inventory is sold at a lower discount, and the price range is larger.

It can be said that inventory is the most important factor in losing profits.

"High inventory has not only led to the crisis of the capital chain of clothing enterprises, but also hindered the renewal rate of clothing products, and at the same time, the profitability of enterprises has been seriously declining."

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< p > then, how did the apparel high inventory come into being? < a target= "_blank" href= "//www.sjfzxm.com/" > the fashion designer < /a > Lina analysis, in the clothing industry, every 1 goods sold, the manufacturer should prepare at least 2.5 goods for inventory turnover, and it will still exceed this proportion, resulting in a large number of stocks.

For example, terminal customers actually need 100 pieces, retailers think they need 150, distributors will expand to 200, and it will become 250 when it comes to manufacturers.

Although there is no great fluctuation in terminal customer demand, the order quantity will increase at the first level after the enlargement of retailers and wholesalers, and the larger the supply order, the greater the order deviation.

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< p > moreover, China's clothing production mode still stays in the futures order meeting mode, and relies on downstream distributors instead of consumers to provide market information.

All kinds of clothing brands will be ordered every spring, summer, autumn and winter in the two quarter. Enterprises will guide the merchants to order by ordering the site models and shopping guide commentaries, and then arrange production and sales plans according to the order quantity.

In this mode, the real demand becomes a product that takes longer time.

Most producers in China need an average of 90 days from receiving orders to finished products, and some can reach more than 120 days.

Just imagine that if consumers see a fashionable brand in a brand shelf for 3 months or even 4 months ago, the sales volume of this brand is lower than expected, resulting in a backlog of inventory.

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< p > in the face of this phenomenon, enterprises can only sell a large number of promotions or even sell at a loss, which will inevitably hurt the brand image of an enterprise.

"Discount sales promotion will still be the mainstream means for apparel enterprises to inventory, and there is no way to do so.

But for brand enterprises, if we can guarantee the supply of new products in the first and second tier cities, the task of "discounting the old products" to the three or four tier cities will be able to reduce the degree of damage to the brand value.

Xiong Xiaokun thinks.

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< p > under such a background, every clothing brand is thinking about the way to deal with it.

Some enterprises began to abandon the traditional mode of the futures order meeting and try out the single store order mode.

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< p > Zhu Qinghua, a light industry researcher of CIC, introduces the mode of single store ordering, that is, the goods in the store are decided by the store manager himself. The store manager will get the quantity and style of the products to be purchased through the sales data, store display and geographical location of his store. He skips the dealer's link, orders directly to the company, and changes the traditional mode that the brand manufacturers dominate the goods in the past.

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"P > Shenzhen city beauty runs a single store ordering mode for many years. Its vice president and chief information officer Sha Sha said:" single store ordering mode helps reduce inventory risk and return store funds as soon as possible, but there are also some problems. For example, scientific and reasonable ordering, replenishment need experienced managers, and grass-roots supervisors with comprehensive management capabilities, all of which pose great challenges to the needs of front-line talents.

That is to say, whether a manager, supervisor or regional manager who has quality and understanding of rules will directly affect the sales performance of this store or even this region. The same location manager can even double or even more sales performance.

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< p > Sha Shuang gives an example to illustrate the effect of overall regulation and intelligent replenishment.

If there are three stores a, B, C, of which a and B are franchised stores, C is proprietary store, and the company's actual storage is 250.

The market demand of a, B and C stores is 100, 50 and 100 respectively, and the total market demand is 250. The order quantity is more than expected, three orders are 120, 60 and 120, and the actual delivery volume is more positive because of the order from the franchisee, 120, 60, 70, and the actual sales volume is 70, 70 and 70.

In the end, only 220 items were sold, and 30 were backlog to the franchised storeroom, and the inventory was 12% of the turnover.

Suppose that a and B franchised stores bring 10 yuan profit to each piece of sales, 20 yuan for self operated stores, and sales according to traditional mode, and the total profit is 3200 yuan. According to the actual demand, the final inventory mode is single store ordering and sales, with a profit of 3500 yuan.

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< p > digest huge inventory has become a matter of life and death for garment enterprises, but it also brings business opportunities.

In the clothing industry, there are high inventories and a large number of specialized stock clearing companies. For these enterprises, "the higher the inventory of production enterprises, the more adequate their supply and the stronger bargaining power."

Lina disclosed that professional clearance companies usually have two modes of operation, one is a relatively large quantity, manufacturers will ask to cut off brand labels, and the goods company will purchase them all at once.

Such a discount price is lower than the price that the agent takes the goods, usually about 1-3 folds. There is also a clear goods company sending people to pick the style, maybe only 100 items in the 100 stock style, so the price will be relatively high, generally about 3-4 discount.

After finishing the inventory, the clearing companies usually put them in the three or four tier cities for special sale or export to some developing countries.

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< p > "for clothing enterprises, this is the last choice, basically holding a kind of psychology that can calculate how much.

Especially at the end of the year, when workers wait to get home for the new year's wages, business owners often ask for money, not for goods, but for money.

Lina said that some e-commerce platforms have begun to do this business. Some people have set up a special "tail cargo network", similar to vip.com and Dangdang's tail products.

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< p > the root cause of high inventory is the "production and marketing mismatch".

"What we are producing in the current period is the popular fashion of the previous period. It is always catching up with the trend instead of leading the trend."

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< p > < strong > the road of independent brand is long > /strong > /p >

Less than p years ago, in the past, the Guangdong apparel industry, which dominated by OEM, realized the significance of brand. Many enterprises were on the road of independent brand.

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< p > reporter learned that in 2007, in Guangzhou cotton wholesale clothing city, Guangdong's independent a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing /a accounted for only 25%, and by this year, this figure has increased to 60%.

In the clothing brands of many department stores in Guangzhou, the growth rate of local clothing brands in Guangdong has increased by more than two digits in recent five years.

Statistics show that Guangdong clothing brands account for more than 50%.

From 2009 to 2012, a large number of Taobao women's clothing shops gathered in the Pearl River Delta also completed brand upgrading, and quickly formed a complete industrial chain from design, production to sales.

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< p > the ebb tide, leaving only a few.

Many manufacturing enterprises have not gone smoothly on the road of brand pformation.

"It seems very good to turn from manufacturers to brand dealers. In fact, it is very difficult because it is another way of thinking.

This is the first way for our traditional manufacturers to pform. There are many examples of brands failing to make brands. There are many examples of manufacturers failing to make brands. Manufacturers do well in restructuring their own brands, but they fail to make profits and finally go bankrupt.

A garment manufacturer boss sighed.

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< p > Su Zhen, general manager of China research international fashion brand management consulting group, believes that we need to reconsider the concept of brand: "many people say that brand is a brand, a consumer's perception.

I personally understand that the brand should be an asset that brings continuous profits to the owner. If a brand has the purpose of continuous profit, it can really survive. Only the brand that lives is the real brand.

Maybe you will say that some brands sell junk products, and when a brand that sells garbage can live for one hundred years, it will be a brand in one hundred years.

Su Zhen believes that what is missing in the market is not brand, but a brand that can bring high added value to enterprises and bring continuous profits.

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< p > Lina believes that from the manufacturing point of view, Guangdong's clothing enterprises are first-class in the world. They have done exquisite workmanship for many international brand foundry workers for many years, including the high imitation of some luxury clothing brands can almost be false.

But the same workmanship, similar design, big brand labels can be sold to the unit price of tens of thousands of yuan, often broken goods, affixed with its own brand logo but no one asked.

This shows that Chinese consumers lack their own judgment in fashion. It also shows that the design of local garment enterprises is still in imitation stage. "We are just following fashion but never leading fashion."

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< p > a successful brand requires the accumulation of manpower, financial resources and time and culture. "The cultivation cycle of a garment brand next to the next line will take about 5-8 years, while online is shorter, but it will take more than 3 years.

Simply pursue fast and fast, without patience and perseverance, enterprises can not succeed in brand enterprises.

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< p > < strong > individuation is made to break through the new track < /strong > < /p >.

< p > Guangdong garment designers association said: "now the design power of Guangdong clothing is very strong in the whole country.

Every year, top more than 150 national designers, including China Fashion Design Golden Summit Award and top ten fashion designers in China, have so far only been there.

At present, these excellent fashion designers work from 60% to 70% in Guangdong.

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< p > on this Guangdong fashion week, these outstanding local designers display their wisdom and inspiration with a fashionable and luxurious fashion conference.

In the interview, many designers invariably talked about the first lady.

Her first visit to the series was mostly from Guangdong's local fashion designers.

"Liyuan style" has been popular all the time, and has pushed local designers from behind the scenes to the forefront.

Many fashion designers who follow the international big wind vane have exclaimed on micro-blog: "so our own clothing design can also have such a fan!" < /p >

< p > national famous fashion designer Deng Zhaoping and Lin Zi Ying all said that the "first lady" effect made private high-end customization more popular.

More people with economic strength have joined the customer base of advanced customization.

Statistics show that clothing customization has increased by two or three times compared with the same period in previous years.

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< p > at present, there are many international apparel brands in China.

In the face of the large market share of famous clothing brands abroad, Lin Tzu is not worried. "Domestic clothing brand designers have more local culture and better understanding of domestic consumers' character, temperament and fashion taste. Therefore, the most advantageous advantage of domestic advanced customization is grounding, which is also easy to promote the pformation of local designer resources."

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< p > it is understood that the price of advanced custom garments varies from several thousand yuan to tens of thousands of yuan, and even needs hundreds of thousands of yuan or several million yuan for special materials or techniques.

Such a level of consumption is not affordable to ordinary people.

But ordinary people have personalized customization needs, so some enterprises aim at business opportunities, and use the quick customization service for ordinary consumers.

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Fan Youbin, general manager of Foshan P Limited (hereinafter referred to as "love Star") has a special interest in a hot video on the Internet that is changing the world.

"I often find out this video and see that the world is changing so fast that the speed of information update is amazing. To make sure that your business is not eliminated, it has to be changed."

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Less than P, the company was founded in November 2008 until 2012, and the proportion was 80%. It was the same as other garment factories in Foshan.

"In fact, the plight of everyone can see before, but the courage to face the reality is not everyone's presence."

Fan Youbin said frankly that in 2012, ed began to take the road of independent innovation, from OEM production to production of its own brand, and the courage to pform itself came from its confidence in the individualized market.

"The trend of diversification of demand is more and more obvious. Especially after people's lives are rich, they will be eager for a fine and tasteful life. Customization is the most direct way to achieve it.

Walking on the street, when you find yourself truly unique, that joy can bring a lot of good feeling.

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< p > when other vendors still need a large number of salesmen to sell products, Fan Youbin will wait for customers to come home more often.

This benefits from the pformation of the company's killer "remote customization and rapid manufacturing system".

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< p > a computer and a camera. Customers only need to register an account on the electronic service platform of the essta. They can scan the whole body and complete the collection of body data. Customers can choose the various parameters such as size, color, pattern and so on. The virtual platform will return the fitting effect to the customer, and the customer will make a revision and confirmation. After 3 days, the customer will receive the tailored clothes for himself.

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< p > "the whole process is like looking at a mirror. It is also a face-to-face mode of production with consumers."

Fan Youbin said that everyone's body and hobbies are different, but in this mode, customers can customize their favorite clothes according to their height, weight, weight and special needs all over the world, which not only changes the problem that the physical shop can choose less, but also changes the confusion that online shopping can not be customized.

If you are not satisfied, you can even return directly according to the way of online shopping.

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< p > at present, the whole system will be invested at 30 million yuan.

Fan Youbin introduced that, after squeezing out the "bubble" of inventory, logistics, pfer, rent and labor costs, the initial price of the long-range custom clothing is 130 to 200 yuan per piece, which is actually lower than that of the retail channel.

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< p > Le Tao Co., Ltd. also saw this business opportunity. The core team of Le Tao Ran into a cold war after last year's business. Its CEO made a statement. "The electricity supplier is a hoax, and the way we crack down on fraud is personality 3D customization."

Le Tao is launching a customized platform to provide customers with unique personalized products using the globally created online high-speed 3D rendering engine.

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< p > Liu Zhexiong, deputy chief editor of Le Tao, introduces the characteristics of this customized platform, which is that the product can be rendered by 3D independently by the guests. "Whatever you want to do, you can do whatever you want to do. You can change the way you want to combine it. You want to print the picture of your child on your clothes, you can print it, you can sign it or you can map it.

If you want to make your name brand, you can also provide personalized packaging. If you want to put some roses in the product, you can do it. This is what we can do.

This product is custom made and has added value. It costs 100 yuan to buy a piece of clothing, but printed on my son's pattern, it costs 100 yuan more, and this 100 yuan is given to the manufacturer.

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< p > these enterprises satisfy the dream of ordinary people to pursue their individuality to some extent and win the market for themselves.

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< p > all roads lead to Rome, and more clothing enterprises are exploring various breakout paths.

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