Apparel Industry "Advance Into Winter" Outdoor Products Into Blue Sea

This year's economic downturn has caught the garment companies unprepared, not only falling profits, but in the first half of the year.

It is also growing rapidly, and life is extremely difficult.

However, there are individual brands of CAMEL camels not only are not affected by inventory, but also another shortcut to increase outdoor supplies market development, looking forward to "bend overtaking", and Adidas and other domestic and foreign brands are also quietly involved in this potential market.

Apparel industry "ahead of winter"

Opening up the report of major garment enterprises, "winter" did arrive early.

Li Ning Co in

The only branch of the company has been completed early this month.

Some analysts believe that Lining Hongkong branch is a pilot of the internationalization of Lining brand, and its closure is closely related to the pressure of Lining inventory.

Overseas market, especially in Europe and the United States, the sharp decline in orders, the sharp shrinkage of single orders, is the main reason for the aggravation of clothing inventory, and inventory problems will seriously affect the capital turnover and continuous operation of enterprises.

Li Ning Co semi annual report 2012 found that as of June 30th this year, the stock of Li Ning Co was 1 billion 138 million yuan, and the turnover days of inventory increased to 95 days from 72 days in the same period last year.

In fact, the Li Ning Co case is not an isolated phenomenon.

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The half yearly data of 80 listed companies, including its upstream textile industry, saw that the total inventory of 80 companies in the first half of the year amounted to 67 billion 166 million yuan.

In the clothing industry alone, the stock of 11 companies including YOUNGOR, Hong Kong Group, China group, Mei Bang dress and Semir apparel all exceeded 1 billion yuan.

Blue sea for outdoor products

However, there are also a slight increase in the number of companies against the market and more investment in the new outdoor market.

Online men's footwear,

The first brand CAMEL camel aims at the outdoor products market. Wan Jingang, general manager of camel clothing, said in an interview that camel casual clothing was not obviously affected by the industry. It maintained stable operation and showed steady growth in professional outdoor clothing. The growth rate of camel outdoor clothing in the first half of was 30%.

Not only camels are optimistic about the outdoor products market, but Adidas is also promoting its outdoor products in China.

Adidas's strategy is to quickly enter the Chinese outdoor market by virtue of its high visibility, sales network and market experience in China.

The CAMEL camel, which has been rooted in the Chinese market for many years, hopes to cultivate a larger outdoor market through the education of consumers' "outdoor sports" habit, and quickly occupy the actual consumer market by accumulating the advantages of online and offline collaboration for many years.

For the blue ocean of outdoor products, Wan Jingang also said that first, the industry is relatively new, compared with the Red Sea competition of ordinary clothing shoes and hats, it is still in the blue ocean stage, and more importantly, it is based on the huge number of Chinese market bases. "Outdoor sports in the foreign countries is actually a mass movement, and do not envisage a technological activity that can not reach the needs of professional equipment. A pair of comfortable shoes can go out of the open."

After all, the space and capacity of the market is very large.