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Quanzhou Shoe Clothing Brand Performance Decline, Brand Enterprises Try To Get Out Of Shadow

2013/8/30 20:42:00 17

Quanzhou Shoes And Clothing Brand Decline In Performance

recently, it is not only the intensive release period of 2013, but also the peak period of spring and summer ordering of shoes and clothing enterprises in 2014. It was found that the performance of enterprises in China continued to decline, indicating that the relevant industries are still at a low ebb. At the same time, the "big wholesale" mode that has been popular for many years has aroused the introspection of practitioners. The distribution mode of brands is shifting from wholesale to retail, and the management mode is flat. 
 "we are conducting second wars." The owner of a listed company said. The "second wars" in his mouth refer to the transformation from a highly dependent wholesale business to a retail and consumer oriented retail business. Nowadays, many shoe and clothing enterprises in Quanzhou have already started the "second wars", and seek a new direction for the industry to break through and upgrade. 
 data: < a href= "//www.sjfzxm.com/news/index_c.asp > > shoes and clothing brand < /a > performance generally decline /p >
 in the past, the shoe and clothing enterprises in Quanzhou used the "big wholesale" mode to achieve rapid expansion through large-scale distribution, and their performance has also achieved rapid growth. However, the inventory problem resulting from this has not yet been released. From the published data, whether the sports brand or the men's wear brand has not yet come out of the trough. 
 the domestic sports brands adjusted in the downturn have announced the 2013 China Daily: Anta sports, Lining and PEAK sports revenues were 3 billion 370 million yuan, 2 billion 906 million yuan and 1 billion 173 million yuan, respectively, down 14.4%, 24.6% and 27.3% respectively. The 361 degree semi annual report revealed that the profit in the first half of the year was 205 million yuan, down 65.6% from the same period last year. In the first half of this year, the 361 degree turnover decreased by 30% to 1 billion 998 million yuan, and gross profit decreased by 36.3% to 779 million yuan. 
 < a href= > //www.sjfzxm.com/news/index_c.asp > men's wear > /a > plate has not yet come out of the trough. According to the China Daily, 9 Mu Wang realized 1 billion 164 million yuan in revenue, down 2.29% from the same period last year, and the net profit attributable to shareholders of listed companies was 290 million yuan, down 14.03% compared with the same period last year. In the first half of 2013, revenue in the first half of the year fell 13.2% to 1 billion 90 million yuan. Although the news report of the seven wolves had not yet been disclosed as of press release, according to its performance notice, sales revenue in the first half of this year was 1 billion 423 million yuan, down 4.3% compared with the same period last year. The net profit attributable to shareholders of listed companies was 256 million yuan, up 4.3% over the same period last year. 
 industry insiders believe that these data indicate that the footwear industry is still unable to get out of the recent downturn. 
 "we can see that we are making continuous efforts in cleaning up inventory." Hu Chengchu, vice president of Li Lang, said that in the past, Quanzhou shoes and clothing enterprises had achieved large-scale expansion through rapid distribution through the help of "wholesale wholesale" mode, but inventory problems had occurred in the past two years. In fact, shoes and clothing enterprises must have stock. The key is to see whether the stock ratio is reasonable. Normally, 12% of the inventory of every enterprise is normal, of which 5% belongs to the inventory that can be digested in that year, 5% is the next year can be digested, and only 2% will become "dead goods". 
 industry analysts believe that the "big wholesale" mode has led to corporate reflection now. Brand dealers are beginning to transform from "wholesale only" to "retail management", and from channel mode to management mode are all making new explorations. 
 countermeasures: reduce the number of agents to increase the number of Direct stores > /strong > /p >
 transformation from "brand wholesaler" to "brand retailer" has become a new strategy for enterprises with forward-looking vision. In this process, increasing the retail stores' own mastery of retail terminals can reduce the level of agency links, shorten the collection and feedback cycle of first-hand information in the market, and reduce the chances of inventory production. 
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 < --EndFragment-- > "before, brand dealers are directly pressing goods to agents, from provinces to cities and then to counties, which has resulted in unsmooth information." At the spring and summer ordering meeting in 2014, the vice president of the company, fan Peng, said that the current development situation forced brands to turn from wholesalers to retailers to reach more consumers. "The management mode is going to be flat, reducing the layers of agents, while increasing the number of outlets, timely introduction of some quality franchisees." He said. 
< > a href= "//www.sjfzxm.com/news/index_c.asp" > "nine herd Wang < /a >, the disclosure revealed that during the process of constructing the marketing network, the company not only paid attention to the construction of scale and quantity, but also optimized the form and mode of operation according to the development of the company. As of June 30, 2013, the number of direct and terminal terminals of the company was 3205, of which 736 were direct terminals and 2469 were joined by terminals. 
 seven wolves put forward a strategy of direct sales in a few years ago, and the number of Direct stores in the company rose sharply over the past few years. It is reported that the seven wolves should focus on promoting the endogenous growth through the promotion of store efficiency, establishing a retail oriented management system, subdividing the channel categories according to the products, upgrading the image of terminal stores and increasing the support for franchisees, and so on, and implementing the strategic policy of "wholesale to retail". Data show that the number of outlets has almost doubled from the end of 2010 to the end of 2012. 
 all kinds of data also show that while increasing direct stores, enterprises are paying more and more attention to store efficiency, and turning off inefficient stores is still one of the trends this year. According to the China daily data, as of June 30th, the number of PEAK retail outlets was 6194, which was 12.3% lower than that of 7059 outlets in the same period last year. Anta's professional sporting goods series and sporting life series stores have cut 241 this year, and now total 7834. 
 "reduce intermediate links and speed up the decision-making process." Hu Chengchu said that in the period of transformation and adjustment, flat management will enable enterprises to understand more about consumer demand and make products that are more suitable for the market. 
 since 2012, the word "brand retailer" has been repeatedly mentioned by Ding Shizhong. He said: "in the past, the development mode basically was to first advertise the brand, and then sell the goods to wholesalers." in the future, we should think about how to transfer from wholesale to retail, and the whole supply chain process should be considered. " 
 strong > direction: march into department stores to enhance brand image /p >
 brand self operated terminal, which can build self owned stores or open counters in department stores. In order to establish their own brand image and enhance brand influence, some shoe and clothing enterprises began to increase the proportion of department stores. Among them, there are also factors such as the high rent of shops along the street shops, the change of people's shopping habits and so on. 
 "in the future, the store system will gradually weaken, and entering the department stores will be the only way for the garment industry." Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, had said before that he believed that competition in the future would be the competition of supply chain, and the supply chain must be perfectly integrated with the business mode system, and the garment industry should follow the way of people's life. 
Xu Yifan, director of retail support department of emperor P, also believes that entering the department store is a way of brand promotion. "In addition to being able to play a promotional role in brand, shopping mall can also establish brand influence and play an irreplaceable role." She said that at present, the proportion of imperial menswear terminals, department stores and exclusive stores accounts for half of the total. 
 nine herd Wang's China daily data show that as of June 30, 2013, the number of terminal stores reached 1749, and the number of terminal stores was 1456, which reduced the risk of channel maintenance. 
 Hu Chengchu believes that although entering the department store can set up the high-end image of the brand, at present, the menswear men's clothing needs to be promoted in its own strength. "Many domestic department stores, Fujian style clothing is still difficult to enter, in the final analysis, the overall impact of the brand is still inferior to international brands, which is worth our consideration. At present, it should be how enterprises return to the fundamental problems of product quality and design. 
Yang Shuqing, Professor of business administration at Huaqiao University, thinks that brand enterprises are turning from stores to department stores, which is closely related to the environment. P "The shop rents in the shops along the street remain high, and people's shopping habits change and so on, which will lead to changes in the channel of enterprises." She said that because department stores have unified property management and fixed traffic volume, these enterprises can reduce operating costs and management costs, which is likely to become a big trend. 
 measures: meticulous management, upgrading store service /p >
 min clothing is coming all the way. Nowadays, many enterprises require no recognition and reputation. Instead, they want to have the recognition and loyalty of consumers for a long time. This, in turn, urges brand enterprises to make more elaborate sales services and provide consumers with more satisfied sense of experience. 
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 < --EndFragment-- > "the opening of each store has several stages: growth, maturity and decline." According to different situations and different stages of every store, enterprises must implement different strategies, Xu Yifan said. "We execute" one shop and one plan "and introduce" shop manager pattern "in each store. 
, she said, the company now attaches great importance to the training of front-line shopping guides, and even implements "one to one" counselling. "For example, in the training class, we ask the same clothes, and a shopping guide can tell 6 selling points when facing different consumers. For the more fat customers, how to say; for thin customers, and how to sell...... " She said, there are also "what to say after customers enter the store", "how many centimeters should be kept away from customers", "when to take the initiative to introduce them to customers" and so on. The company has special training and guidance, and even lists some sales minefields, so that the shopping guide members should remember and respond flexibly. 
 "Min faction clothing has come to the present, many enterprises require is not fame and reputation, but now it needs more consumers' recognition and loyalty." Hu Chengchu said, this also lets brand enterprises in turn do more elaborate sales services. He disclosed that some of the top executives of the company went to Thailand to learn meticulous management of the service industry. "Thailand's service industry draws on Japan's many management experience, and there are many places worth learning." 
 Hu Chengchu, for example, for example, consumers will provide some daily necessities to the hotel's main station. "Good service is that the operator can say" Hello, sir, "and what help can be provided when the operator gets up. Most hotels, when customers ask for something, the waiter will ask the room number to provide services. He said, in fact, it is the era of information management. It is very convenient to predict the customers ahead of time. The key lies in the inattentive management. "We hope to introduce more detail services in the store service so that consumers can experience better." 
 "VIP management system will definitely become more sophisticated in terminal stores." Sun Xiangtao, manager of the planning department of the emperor's men's clothing department, said that the VIP cards of the brand enterprises are now being regarded as discount cards more frequently, and will be dominated by services instead of price concessions in the future. "For example, there are specialized VIP rooms to provide more honorable enjoyment for VIP customers, and provide customers with more diversified shopping guide services on clothing." He said.