The Number Of Shoes And Clothing Brands In China Is Seriously Out Of Line With Market Demand.

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< p > according to the annual reports of listed companies, last year, the inventory of six major domestic a href= "http://sjfzxm.com/news/index_s.asp" sports brands < /a > Lining, Anta, PEAK, 31st degree, China trend and XTEP were 942 million yuan, 689 million yuan, 366 million yuan, 409 million yuan, 183 million yuan and 537 million yuan respectively, and the total stock amount exceeded 3 billion 100 million yuan.

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< p > this data is a typical example of the rapid expansion of clothing brands in China in recent years, the serious disconnection between order quantity and number of shops and market demand, and the further shrinkage of domestic demand and the tightening of domestic credit environment have become the last straw for China's clothing enterprises to run too tight and break capital.

The inventory crisis has made Chinese clothing enterprises have no other way to go except the price reduction and the cash flow recovery.

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< p > in addition, the Internet channel and Hai Lan home, Semir and other parity brands are doing well.

At the same time, brand clothing such as shopping malls and shopping centers in the shopping mall is in a state of sadness. Taobao and other Internet channel sales of low price clothing and Hai Lan home and other costumes are very prominent. According to the data released by Taobao, sales of clothing in 2013 only exceeded 1 billion yuan in the 40 minutes from the beginning of double eleven in 2013. Sales of leading brands such as Yin men and Han Dabie were also concentrated in solid stores such as UNIQLO, h&m, JACK&JONES and so on.

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< p > and in the many listed companies of < a href= "http://sjfzxm.com/news/index_s.asp" > clothing > /a >, in terms of its first quarter earnings report in 2014, the performance of Hai Lan home is significantly higher than expected. 2014q1 realized revenue of 2 billion 665 million yuan, an increase of 53.4% over the same period last year, net profit of 645 million yuan, an increase of 90.4% compared with the same period last year, while Semir also achieved a 21.1% profit growth over the same period.

This shows that the clothing market in China is not without demand, but the demand for clothing which is too expensive for shopping malls, so that we have to turn our eyes and appeals to other products or channels.

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< p > under the big market environment where supply exceeds demand, residents' consumption affordability determines the price of clothing terminal rather than the cost of products to a greater extent. Therefore, no matter what measures are taken, returning the price to a reasonable price category acceptable to consumers and ensuring the profits of enterprises is the inevitable road for China's overall garment industry.

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In addition, brand clothing enterprises integrate vertical channels, join hands with processors, pfer processing costs to the processors through cooperation and cooperation, reasonably pricing, small batch production, fully aware of the characteristics of clothing as seasonal products, and control inventory costs. P

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＜p＞　　不把网络销售仅仅当作打折甩货的渠道，而是深度融合网上网下环节，做好“实体+网络”的o2o模式，已经成为＜a href="http://sjfzxm.com/news/index_s.asp"＞服装＜/a＞行业的业界共识，从这一模式中，借鉴得出品牌服装降低租金和流通成本的方法：服装实体店降低店铺面积和产品库存量，充分利用网络平台的展示作用，到店自动连入wifi官网，线上、线下双体验，并最终通过网络订货，将消费者需要的产品从原产地直接寄送给顾客，而非实体店提货，这样就免去大批服装从原产地到经销商再到零售商的诸多中间环节，节省流通成本，且也有助于实现本文的另一观点：即品牌服装须实现网上、网下同价，不让网络渠道挤压实体店的生存空间，也不损害企业建立的品牌形象。

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