Focusing On Consumer Demand Is The Key To Solve The Problem Of High Inventory In Garment Enterprises

During the recent period, Lining and other domestic brands, such as a target= "_blank" href= "//www.sjfzxm.com/" and "clothing /a", are experiencing severe test of high inventory pressure.

Data show that only 22 A shares listed companies in the third quarter of the total inventory value of 38 billion 200 million yuan.

People in the clothing industry predict that these inventories will take at least 3 years to digest.

Towards the end of 2012, clothing companies launched promotional activities such as discounts, time limit snapping, and so on.

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< p > in recent years, with the readjustment of the garment market structure and the rapid updating of consumer groups, the overwhelming majority of garment enterprises in China feel the pressure of market competition.

Taking Lining sports brand as an example, it has long played an important role in China's sporting goods industry.

In recent years, due to the fact that Li Ning Co's brand positioning is still inaccurate and its development ideas are not clear enough, the effect of product structure adjustment is not very significant. Li Ning Co has a series of problems, such as product inventory backlog, management changes, and company performance decline.

Li Ning Co released interim results this year showed that its operating income in the first half of the year decreased by 9.5% to 3 billion 880 million yuan, net profit dropped by 85% to only 44 million yuan, the number of retail outlets decreased by 952, and the remaining 7303.

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< p > the reason why Li Ning Co has business pressure is that it has not been able to hold the changed a href= "//www.sjfzxm.com/news/index_s.asp" > market < /a >.

Although Li Ning Co has realized that the new generation of young people is the main buyer of the sportswear brand market at the beginning of the pformation, Li Ning Co has not been able to seize the valuable market opportunities according to the original plan and pform and upgrade itself.

At present, more and more "post-80s" and "post-90s" are keen on online shopping, but Li Ning Co has not poured enough energy into the Internet sales market.

On the contrary, the Li Ning Co has even been more keen on the expansion of traditional sales forms, increasing the number of physical stores and expanding the size of each store for a period of time. These measures not only failed to make the company achieve the expected market sales performance, but also occupied a limited amount of liquidity, while the substantial increase in the cost of physical stores and the rental of real estate stores greatly affected the performance of Li Ning Co in recent years.

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If Lining and other clothing brand enterprises want to tide over the difficulties at an early date, they need to further clarify their core target audience, optimize supply chain, commodity mode, market sales and other links, so that consumers can enjoy enjoyable purchase and use experience.

At the same time, we should strengthen the analysis and Research on the maturity of the clothing market, the clothing a href= "//www.sjfzxm.com/news/index_c.asp", the industry < /a > development mode and the clothing consumption trend. Combined with the clothing market demand "tailoring", we should closely follow the changes in consumer clothing demand, and enhance the vitality of our clothing products with personalized service.

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