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The "Cold" Winter Of The Clothing Industry

2013/1/14 15:52:00 42

Clothing Industry Clothing And Clothing Market

This winter is particularly cold for many Hangzhou p a "//www.sjfzxm.com/" target= "_blank" > clothing /a > distributors, garment factories and foreign trade stores.

the overall economic environment is sluggish, the sharp decline in foreign trade and the limited expansion of domestic trade have led to great pressure on all kinds of enterprises.

In the economic chain of garment industry, whether it is upstream garment factories, or clothing distributors of sales terminals, and staff members of foreign trade clothing business, they are all mixed up with five flavors.

community store /p >

business sharp drop test water upgrading grade

"snake year Spring Festival not to go home, and take advantage of the cold weather this year first to clear up the winter clothes."

At noon on Sunday, Ruan Yuanfang, who runs a boutique women's clothing shop on Shuguang Road, was too busy to eat time.

In the 38 square meter shop, four or five customers are busy choosing new clothes.

Ruan Yuanfang greeted the guests and interviewed reporters.

because the time is approaching in the middle of January, the reporter saw several customers try on the scene, with a new spring style women's clothing.

The short skirts of the broken flowers, the thin woolen sweater, the coat, the coat and the dress are all "rush goods". Not long after, one of the customers directly ignored the bargain and took a short skirt with a price of 450 yuan.

, as Ruan Yuanfang was interviewed in 2011, when she complained bitterness about her business, she couldn't help but wonder at the current business boom.

"not only the relationship between the end of the year, but the time of the Spring Festival is almost the same every year, and business was not so good before."

It is estimated that the reporter's doubts, Ruan Yuanfang said with a smile, "I have a secret recipe to fight back this year, and my friends are not so lucky. In 2012, it was really hard to do business in women's clothing."

"P >" Ruan boss told reporters that he had opened shop in this area for five years. Before the end of 2011, his strategy was mainly low-end women's clothing, in other words, we commonly known as "foreign trade shop".

The price is usually within three hundred or four hundred yuan, and the styles are mainly sports pants and knitted sweaters.

pformation started from the "double 11" in 2011.

.

"the impact of online shopping is too great."

Ruan Yuanfang said, the customer's idea is similar, the entity store sells 200 < a href= "//www.sjfzxm.com/" target= "_blank" > clothes < /a > go to Taobao Amoy, it may sell only 100, why go to the entity store?

In the fall, sales of Ruan clothing store began to decline. By January 2012, sales were only 50% of the previous year.

P can't do this. Ruan Yuanfang and her husband discuss countermeasures.

Soon, two people found that the limitations of online shopping, apart from being unable to try on clothes, were the most demanding of consumers.

"buy a fifty yuan cardigan, you may go online to clean up, anyway, you can't wear a season, but when you buy a $1000 fur coat, most people will choose a physical store.

In other words, the impact of online shop is to make clothing more high-end.

, so during the Spring Festival of 2012, Ruan Yuanfang and her husband spent hundreds of thousands of stores redecorating. The style of the purchase was changed from the simple fresh sports style to the fur and light lady style coat, and at the same time, a large number of jewelry were displayed in the shop.

In terms of price, Ruan Yuanfang said frankly, as the cost of decoration must be spread out within the retail price, its profit margin is about 200%. After decorating, it will be hard to raise the price. The clothes come in 100 yuan will be sold for about 300 yuan, and at least 500 yuan will be sold.

Less than P, the couple who had pinched a sweat did not expect it, but sales within three months came back quickly!

however, not every clothing store owner is as lucky as Ruan Yuanfang.

when talking about the past 2012, Chen Pei, who runs women's wear in the north of the Taiwan area, has a special feeling.

Chen Boshi and reporters introduced themselves in October 2012, that is, the "double 11" before more than a month before they began to operate < a href= "//www.sjfzxm.com/news/index_c.asp" > women's wear < /a >. At the beginning, business was sloppy. I didn't think that after November 11th, the sales of women's clothing dropped by about 30% a month or so.

So far, I have made only about fifty thousand yuan sales volume, which is not really good.

summed up the reasons for the recession, but Chen Pei said frankly: Double 11 overdrew the purchasing power of ordinary consumers.

"The one or two month after November is the off-season for women's clothing, because the online shopping Carnival in November has consumed consumers' enthusiasm ahead of time. Until recently, the Spring Festival is coming, and friends around me have just come back a little bit."

"women's clothing at a moderate price is really bleak, the high-end is much better."

In the Wulin Road, lion tiger Bridge Road and Zhongshan North Road, there are four boutique ladies' stores, too.

macro Xiaojing said, apart from many of the friends around the network were "hurt" to the outside, the feeling is that a group of people in the shopping malls before returning to the physical store.

"my home is in the middle and high-end line, the price between 500 to 1000 yuan for more.

This year, the positioning is slightly improved, but it is better.

If the entity store and the shop PK price, there is no advantage.

Therefore, positioning is the most important, only to seize those customers who prefer sophisticated and demanding.

"P >" according to the introduction of macro Xiaojing, the biggest impact on last year is undoubtedly the middle and low end clothing sales market, such as "Longxiang".

In short, it is the extra shock of the low end.

several businessmen in the interview agreed that the last sales decline was when the economic crisis happened in 2008.

As for the reasons for the slack business of women's casual wear, insiders say that the recent decline is not only affected by the Internet business, but also because of the depressed economic environment.

Due to serious inventory problems and slow economic growth, the growth of domestic sales has dropped. At the same time, the consumption cycle of women's clothing is becoming shorter and shorter, and the emergence of new brands all over the world has caused retailers' operating pressure.

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garment factory

pure production has no profit /p >

Zhang Libiao is the general manager of Shaoxing County orient ship < a href= "//www.sjfzxm.com/" target= "_blank" > dress < /a > limited. He owns his own factory and brand. Because of his distinctive clothing style and unique marketing mode, his production and retail business is pretty good, but he admits that after experiencing a setback, he has the current business mode.

Zhang Libiao told reporters that the factory was started 10 years ago. At that time, it was processing and producing men's and women's garments, and then gradually reduced to men's wear.

He said, if the factory is purely manufacturing, then the factory can only maintain its daily operation and earn no money at all.

"The profit of pure production has been 50% less than before, and the design and production mode is 3 times higher than that of pure garments."

Since 2010, Zhang Libiao's factory has been working with brands to design and produce garments for them.

At the same time, Zhang Libiao also felt that the styles of men's wear on the market were similar and easy to imitate, but the brand was not easy to imitate. So he also set up his own brand and designed his own production on P.

At present, the two brand products of the Japanese and Japanese style "eiffack" and the European and American style "U.U.FOX" have become very famous.

in addition, it is difficult for garment enterprises to survive in the conventional way of operation, and inventory is a problem that every garment enterprise will encounter.

"Now the inventory of Chinese clothing enterprises can make Chinese wear for 3 years."

Zhang Libiao said that the previous mode of placing orders for customers is to set the production volume of a certain garment first, and then the factory can get the payment only if it is produced. The sales volume of this style has nothing to do with the factory, and some of the styles that do not sell will become large quantities of stock.

With more stocks, customers can't turn around and have no ability to renew the new season's clothing.

Zhang Libiao, who owns his own clothing brand, is also aware of the reasons for inventory, which is suffering from millions of Yuan stock in the end of the new year.

So Zhang Libiao thought of a way to reduce inventory in production.

Take down garments as an example. Now customers order a down coat for the factory, only pay the intention money first. Zhang Libiao will provide a small number of down garments for different customers. If a down jacket is sold well, the factory will regenerate.

This requires the production cycle of clothing to be short. Zhang Libiao told reporters that before the down jacket needed 2 months of production cycle, now it takes 1 months, and its own factory can be shortened to 7 days.

In this way, inventory can be avoided to the greatest extent.

foreign trade member .

2012, orders less than three or four, .

not only the domestic clothing market is depressed, but also the foreign clothes traders are having a hard time.

Xiao Huang is a staff member of a trading company in Hangzhou. He started doing foreign trade in 2005. His main job is to pick up orders from foreign customers and then contact factories for production.

Xiao Huang said that the number of customers on his hands was relatively stable, but the number of customers in his trading company in 2012 was three or four less than that in the previous year.

Xiao Huang said that although the customers on their hands had not lost, they could feel the change of customer requirements in recent years.

The first is the change of clothing materials. The former garments are basically made of pure natural fabrics, and now the use of chemical fiber fabrics is increasing.

A knitted sweater, from cotton to chemical fiber fabric, can save about 1 US dollars.

At the same time, as the profits of customers' < a href= "//www.sjfzxm.com/" target= "_blank" > brand clothing < /a >, the price of the customers also reduced by about 10%.

Therefore, after receiving orders from customers, Xiao Huang sometimes needs to ask 5 factories, and only factories are willing to accept the order.

Xiao Huang told reporters that the factory profit of order processing has also been decreasing, and there has been a profit of around 20%, and now basically only 5%. "Many foreign trade garment processing enterprises rely on 15%" a href= "//www.sjfzxm.com/" target= "_blank" > textile < /a > industry export tax rebates to make profits.

Of course, some customers chose factories with lower prices in Vietnam, Kampuchea and Bangladesh.

In addition, the clothing styles of customers in a quarter are also decreasing, and the clothing styles of some men's clothing brands have been reduced from more than 30 to 10.

in fact, for a middleman such as Xiao Huang, his job is also being tested more.

He told reporters that some of the old customers would have fixed several factories to make clothes. When they became familiar, there would be a shortage of trading companies and customers directly looking for factories.

At the same time, some foreign brands set up offices in China to save commissions for trading companies.

in order to retain customers, Xiao Huang has done more meticulous work in his present work.

For example, the same clothing accessories, Xiao Huang will give customers some choices, a factory 12 yuan product quality is better, and another factory 10 yuan products also get through.

In the past, customers would not care about the difference of 2 yuan.