"37 °C high temperature, buy down jackets, really crazy." Miumiu has been accustomed to online shopping while wiping sweat, while excitedly complained to the reporter, too long no time to visit the special field, cheap ah, simply can not hold, more than one Hours cost more than 800 yuan.

A similar scene has recently been staged in Guangzhou. On September 7, Guangzhou Wangfujing member special 3.8 fold, clothing, women's footwear most of the goods limited time 3 fold. On the same day, Guangzhou Friendship Store held a 3.8 fold promotional Thanksgiving Carnival (in-app purchase).

This year's mainstream, resource-based Wangfujing and Guangzhou Friendship all played a 3.8-fold clearance, which revealed an unusual signal. The economic downturn at the end of last year, although the sales decline was masked by the New Year's Day, the Spring Festival node, but now, after spending two quarters of the first half of 2012, consumer spending weakness, its lagging inventory impact began in the apparel industry.

Low Discount Exposure High Inventories On September 7, Guangzhou Wangfujing and Guangzhou Friendship Store had a big discount sale, which contributed a small climax to Guangzhou's traffic. On the same day, the reporter saw the road around the city at 7 o'clock in the evening. The long trucks were covered with two-way lanes. The road became a parking lot. In order to respond to "sweeping goods" traffic, the traffic police department set aside a lane to enter the gold rush road. But even so, traffic congestion is still serious. "There are too many people. We parked in the Tianhe River and got on the subway." A consumer told reporters to the south.

Until 11 o'clock in the evening, Guangzhou Friendship Huanshi Road Store still has an influx of people. Although the merchants specifically created areas for the cash register and added manpower, the queued queues of the queues remained at around 10-20.

"Before the seasonal sales promotion was mostly organized by department stores, this year, clothing brands started to voluntarily reduce their prices." A person from the Guangbai Stock Market Department revealed to reporters that these promotions are no longer secretive, "How much to buy and send," and It is simply a direct price cut.

A survey by the reporter found that, compared with the previous two-year, 50% discount, 3.8 percent off and 3 percent off are the lowest in Guangzhou friendship and Wangfujing history. But there is no minimum, only lower, last week Taikoo Hui's clothing light luxury store IT even played a 1 fold discount promotion, on September 14 Modern Department Store will set off a continuous 10 days of 3.6 fold low tide.

Reports from Southern Metropolis Daily showed that in the shopping malls of Guangzhou Oriental Baotai, Zhengjia Plaza, China Plaza, Guangbai Department Store, and Modern Department Store, major apparel brands launched new products for the autumn and winter season, and all seasonal spring and summer products were basically implemented with 2-5 fold. Around the promotion, and some brand new products will hit a 7-8 discount discount.

“Every year at the end of August and the beginning of September, all are the clothing company clearance period. At this time, many brand new products have a shelf-load rate of only 50%. The task of a large proportion of stores is to digest the inventory of the first two quarters.” Vice President, Guangzhou Xinguang Department Store Co., Ltd. Manager Hu Liping said that this year's mainstream and resourceful Wangfujing and Guangzhou Friendship all played a 3.8-fold clearance, which revealed an unusual industry inventory signal.

Looking at the 2012 semi-annual report of a number of clothing and footwear listed companies, we can see the above clues. It is reported that from January to June this year, Daphne's average inventory turnover period slowed significantly, from 149 days in the first half of last year to 202 days, which was extended by almost 2 months, and Li Ning Company was dragged from 72 days to 95 days. Almost slowed speed for a month. This is undoubtedly a microcosm of the increase in inventories in the apparel industry. According to the financial report, in the first half of this year, the stock of Semir apparel has expanded to 1.5 billion yuan, compared with just 1.1 billion yuan at the end of last year. However, Peak's inventory has also risen to 530 million yuan. At the end of last year, its inventory was only 420 million yuan. The annual inventory of Annunciation was 510 million yuan, but it has grown to 658 million yuan in the first half of this year. Anta's inventory also rose from 618 million yuan last year to 628 million yuan in the first half of this year.

The expansion of clothing footwear enterprises to an inflection point in an extensional manner “Compared to the normal level, the general inventory pressure of apparel companies this year will surely be several times higher.” Wang Qianjin, a senior analyst of China's garment industry, stated that the Chinese garment industry is mainly an export-oriented economy. Sales will not go out and external demand will be sluggish. As a result, domestic market pressure will increase.

Compared to the economic crisis of 2008, this year's domestic demand market has shown a more sluggish situation with negative growth. In the first half of the year, the growth rate of apparel exports has dropped by about 10%. Looking at the caliber of some large shopping malls, the growth of the domestic sales market in the first half of the year is also generally slowing down. This is probably a zero-growth increase in sales. In the past year, domestic sales growth rates were generally around 10%. or above. In Wang Qianjin's opinion, from the fundamental trend, the development of garment enterprises has reached an inflection point, and it is difficult to reverse the trend by expanding the expansion.

“In recent years, with the rapid expansion of commercial real estate, the scale of clothing and footwear has also risen.” Hu Liping said, but due to the repeated construction of the mall brands, homogenization is too high, such as Tianhe Road shopping district, whether it is Tianhe City, There are almost all hot brands such as Adidas, Nike, Belle, and Ou Shili in Zhengjia Plaza, Guangbai, and Modern Department Store. With such a dense layout of the same business district, there is not much room for growth in single store sales.

Under this premise, to achieve total sales growth, domestic apparel companies generally adopt an extension-style expansion, that is, not to set up new stores to increase sales. However, this method will undoubtedly bear high costs.

Under heavy pressure, layoffs are closed. According to the survey results of the China Shopping Center Industry Information Center, 2,812 shopping centers in 106 cities across the country in 2011, of which quality shop rentals increased by more than 30% in the past year. “In the past year, we have seen that the rental rate for stores in Beijing is not less than 50%, and that for Guangzhou is also 2-3%.” Zhang Xianfeng (a pseudonym), a well-known clothing brand dealer, said that labor costs have now risen considerably. 5000 The salary of a deputy manager in Yuan is no longer sufficient. The ordinary clerk in addition to the basic salary of 1800 yuan, there are commissions, the monthly salary of at least 2500 yuan.

According to relevant sources of Xinhe (ZhuoYa), which owns six women's brands, the company has maintained a rapid development momentum in the past few years, but due to the short-term external market's short-term suffering, the general development of various companies has slowed down, and the company's sales growth. There is also a slowdown. In the first half of the same year, there was almost no growth in the same store, and some stores even experienced a decline in the percentage of single digits, and they did feel the pressure from terminal consumption. The company's recent spring 2013 trade fair data is not very satisfactory. The current out-of-stock rate is only between 60% and 70%.

“Lady’s homeownership brand sales fell by 30%-40%.” A well-informed source broke the news to reporters that the company had not listed before, in order to cut costs, in addition to low-cost rejection of goods, the company recently reduced labor, cut down logistics in Guangzhou Warehouse, "Many old employees in Guangzhou were resigned, and the turnover rate of personnel was high." In addition, the reporter from Nandu found that once the flagship symbol of the transitional fast fashion, the Guangzhou Youyi Oriental Baotai Store has been closed. Previously, the large Esprit flagship store in CITIC Plaza in Shanghai quietly ended. "In order to save costs, Li Ning shut down 1200 stores in the first half of this year and is expected to continue closing stores in the second half of the year." Li Ning executives revealed at the interim results meeting.

Last year, out of 73 textile and garment companies, after eliminating two companies listed in the company last year, the 71 companies had a staff reduction of 22,179 to 347,068. Youngor’s downsizing of 17,199 people will undoubtedly be the worst in the industry, with Saturdays and Langzi’s shares also ranking in the top five. In August of this year, shoe company Daphne once again staged a "decrease of layoffs," and internal staff broke the news that Daphne lays off nearly 300 employees at its Shanghai headquarters.

“At present, the garment industry in China is a completely competitive market. This year, first-tier cities and second-tier and third-tier cities are relatively severe and fiercely competitive.” Wang Qianjin said that the phenomenon of shutting down stores and layoffs is also relatively common.

The reporter observes the predicament of domestic clothing brands: "The high-end goods are not on the low side." Many domestic clothing brands are facing an embarrassing position, that is to say, they are not successful." Zhang Xianfeng said that in order to cope with rising costs, they constantly increase prices, but are affected by channel sales. The possibility of selling at a normal price is very low, and it is difficult to reach a discount of 70% on the average sale price.

"In fact, careful analysis of the data is not difficult to find that the sales growth of garment enterprises is largely not the increase in the number of passengers, but the increase in the unit price of passengers." Hu Liping said that the increase in the unit price of passengers is actually driven by the rising price of commodities. . According to Zhang Xianfeng, the price tag of the former branded garments was 3 times the cost, but now the price of the factory tag has been raised to 7-10 times. “This means that the original price of domestic products priced at 300-400 yuan is now around 1000-2000 yuan, which is almost the price level of mid-range international brands.”

The price has been “in line with international standards”, but the added value of domestic products is not high, and it is still relatively backward in many aspects such as design, expansion, and operation. “CK, French crocodile, Tommy Hilfiger, Colombia and other brands have recently expanded rapidly. In order to introduce these international brands, the deduction points given by many shopping malls or department stores are generally in single digits, but domestic brands are basically around 20%-30%. "Zhang Xianfeng revealed that the mall will also subsidize the decoration of foreign brands, subsidy at 2,500 yuan / square meters, but also have to return to the brand business "guarantee": to protect its monthly sales of not less than 500,000 yuan and so on. These most favourable treatment, apparently no domestic brands.

At the same time as “highly successful”, domestic brands have further increased the difficulty of clothing companies in the impact of international fast fashion brands. “In the fast fashion apparel industry in China, the production-to-sales ratio of 60%-70% is a very good level, and the production-to-sales ratio of ZARA is over 85%. There is almost no inventory pressure. Because there is no distributor and other links, the latter’s sales. The price is relatively lower, and it has a great impact on local brands in terms of prices."

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