The "Discount" Tide Has Even Hit The "Spring New Product".

< p > clothing industry is facing a difficult time -- data show that last year, the retail sales of all kinds of clothing increased by only 2%, the lowest in 10 years.

According to the 2012 earnings report, 40% of the apparel listed companies fell sharply, and the high inventory level became the "pain" of most garment enterprises. In order to get rid of inventory, enterprises were willing to control the number of orders, but at low prices and low discounts, "< a href=" http:// www.sjfzxm.com/news/index_s.asp "_xhe_href=" //www.sjfzxm.com/news/index_s.asp "> discount" /a "has even brought disaster to the" spring new products ".

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< p > < strong > last year, the profits of 40% enterprises declined < /strong > < /p >

< p > Chinese clothing (7.94,0.72,9.97%) achieved a total revenue of 1 billion 565 million yuan last year, down 11.82% compared to the same period last year. Net profit attributable to shareholders of listed companies was -4417.48 yuan, down 1608.34% compared to the same period last year.

Chinese clothing has become the largest publicly listed garment company that has disclosed its 2012 performance forecast.

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< p > however, the haze of the garment industry has not only happened in Chinese clothing, but in the apparel listed companies that have disclosed the 2012 performance, the performance of the 40% garment enterprises has declined sharply.

According to the 2012 annual report released by Smith Barney (13.36, -0.27, -1.98%), last year, its operating income was about 9 billion 510 million yuan, down 4.38% compared with the same period last year. Net profit attributable to shareholders of listed companies decreased by 29.55% compared to the same period last year.

The same performance for casual wear reported that revenue of 7 billion 37 million yuan last year, a decline of 9.33% over the same period last year, and net profit attributable to shareholders of listed companies decreased by 38.24%.

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< p > > a href= "//www.sjfzxm.com/news/index_f.asp" _xhe_href= "//www.sjfzxm.com/news/index_f.asp" > Anta sports < /a > is also not optimistic, for the first time in 5 years, there has been a decline in performance.

According to its 2012 earnings report, last year Anta's turnover fell 14.4% to 7 billion 623 million yuan, net profit fell 21.5% to 1 billion 359 million yuan, while gross margin fell 4.3 percentage points to 38%.

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According to the data of the p China National Business Information Center, the retail sales of clothing commodities of all the major large retail enterprises in 2012 increased by 12.3% over the same period last year, 8.1 percentage points lower than that in 2011.

Retail sales of all kinds of clothing increased by 2% over the same period last year, 2.9 percentage points slower than the same period last year, the lowest growth rate in nearly 10 years.

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< p > "2012 is the most difficult year for China's garment industry." at the end of last year, there were generalizations in the industry, and the high price of raw materials and the rising labor force also gradually annexed the profits of the garment industry.

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< p > < strong > > go to inventory war > /strong > /p >

"P", however, the industry generally believes that, compared with the rise in various costs, the greater problems facing the clothing industry are the a href= "//www.sjfzxm.com/news/index_cj.asp" "//www.sjfzxm.com/news/index_cj.asp" > inventory < /a >.

2012 is also known as the "inventory year" of the clothing industry.

Flush (17.080, -0.84, -4.69%) data statistics, by the end of 2011, 18 A apparel enterprises accumulated inventory merchandise 8 billion 682 million yuan, to the middle of 2012, the stock remained at 8 billion 494 million yuan line.

In the first half of 2012, the total inventory of 42 domestic garment and textile enterprises including Anta, XTEP and XTEP was 48 billion 300 million yuan.

Among them, Lai Shixian, chief operating officer of Anta, revealed that Anta had a sales ratio of about 5 times last year. It is expected that it will not deteriorate this year and will remain at a level of 5 times.

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< p > "under the pressure of the capital market, some clothing brands pursue the speed blindly, the shop opening and production speed have been greatly improved, but the flat effect of their single store has declined, resulting in an increase in stock."

Ma Gang, a commentator in the clothing industry, made a speech here.

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< p > under the pressure of high inventory, all kinds of clothing companies began to "go to stock wars". Many franchised stores had the names of "factory stores", "special stores" and "discount stores", and even sold at ninety percent off price.

Take Lining as an example, "cleaning up inventory" has become Lining's top priority, so many discount stores and factory stores have increased rapidly.

The 2012 semi annual report showed that as of June last year, 952 brand stores were closed and self operated stores increased.

In the same period, Lining had a total of 271 factory stores and 394 discount stores, which doubled compared to the end of 2010, while the discount for factory stores was as low as seventy percent off.

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At the end of last year, Lining invested $1 billion 400 million to $1 billion 800 million in a "channel revival plan" at the end of last year.

In this plan, Lining at 60 percent off price offset accounts receivable, repurchase channel inventory.

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< p > Zhang Tao, vice president of Anta, told reporters that in controlling inventory, Anta changed part of the order system to a distribution system, changing the buying order of dealer orders to the flexible way of selling how much it produced.

At the same time, in order to reduce the potential stock and discount rate on retail channels, Anta actively controls the number of orders.

In the latest third quarter 2013, orders for Anta will drop by 10% - 20%.

Anta is not a case.

Data show that in the first quarter, orders for brands such as Anta and XTEP dropped by about 20%, while PEAK dropped 20% - 30% over the second quarter of the order meeting.

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< p > < strong > spring new products also have a discount? < /strong > < /p >

< p > for most of the garment market in 2013, most industry analysts are not optimistic when export growth slows down and terminal sales are weak.

Ma Gang generalizes, 2012 is the clothing industry stock year, 2013 is the clothing enterprise adjustment year, "this year will let many small enterprises be eliminated."

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< p > data show that during the Spring Festival of 2013, clothing retail sales increased by only 5.1%, down 17% from last year, and 50 of apparel retail sales dropped by 15%.

Lei Yu, clothing analyst at Changjiang Securities (9.76, -0.23, -2.30%) said that at the end of last year, the discount of shopping malls was too large and some sales were overdrawn.

In addition, the atmosphere of buying new clothes for the Spring Festival is reduced, and other commodities can be bought at the usual time except for the purchase of new year products.

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< p > in fact, after a year's "fierce battle" in 2012, the stock war will continue this year.

Reporters recently visited that the majority of brand spring clothing in the shopping mall has been listed, which is different from previous years, including UNIQLO, H&M and other brands. In spring, the price of new products is not obvious.

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< p > "this is a crucial pformation period for the garment industry."

Suntech consulting pointed out that the Chinese clothing market is now experiencing a very similar period with the experience of Europe and the United States in the 50s of last century.

The clothing market in the future will not make profits by lowering costs and expanding production, but more depends on brand awareness and innovation in design.

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Gao Dekang, chairman of Bosideng Group [micro-blog] yesterday also said that the key to Chinese clothing industry to get out of the predicament is brand and the key is to go out. P

"Last year, some Chinese clothing enterprises encountered" inventory door ", some of which were indeed the problem of style, and did not keep pace with the times to develop personalized products.

He reminded that garment enterprises should catch up with the prevailing trend in terms of management and product development, otherwise there will be more inventory.

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