How To Solve The Problem Of High Storage In Clothing Enterprises

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< p > inventory of most enterprises is higher than in previous years < /p >.
< p > host: what do you think of the "high inventory" problem in the clothing industry? Is this a universal problem? < /p >
< p > Ma Gang: at present, high storage may be a large area of outbreak, but it can not be said to be a universal problem, because not all kinds of problems exist, and the speed of its spread is also different. Our clothing market is a subdivided market. There are middle-aged and elderly clothing, children's clothing, sportswear, casual wear and so on. We can see that some categories of clothing are large in stock, but it does not mean that all clothes have high storage problems, and some enterprises even exist shortages. Some brands for mass consumer groups are quite large indeed. < /p >
< p > Lin Shuling: I dare not say that it is a common phenomenon. Judging from the news now known, this year's stock is slightly higher than that of last year, but it has not yet been put to death by inventory. The stock of some listed brands needs to be disclosed. There may be a high inventory problem. As far as the stock is enough to wear for three years, there is no such problem in our company's clothing, and there seems to be no such problem in other brands in Guangdong. In the clothing industry, some garments are more fashionable. Some products are quite green. Maybe some of the leisure brands will have more stock. < /p >
< p > Chu Wen Yu: according to my research, the inventory of clothing industry is higher than that of normal year this year. Many enterprises have been in the state of inventory. I think this high inventory situation will last until at least the first half of next year. < /p >
< p > host: what do you think are the causes of high storage? < /p >
< p > Chu Wen Yu: This is closely related to the extensive pattern of garment industry development and the excessive reliance on expansion and price increase. Although the way of raising prices will bring high profits to enterprises, it will damage the enthusiasm of consumers. < /p >
< p > Ma Gang: there are two internal and external reasons for high inventory. Judging from the external reasons, the current global economic situation is not very good, resulting in a decline in China's clothing exports. At the same time, due to domestic price increases, labor and production costs have increased, so that the competitiveness of enterprises has declined and no orders have been obtained. These two factors have led to the decline of our foreign trade, which has led to overcapacity, so some enterprises have gone bankrupt. There are also some enterprises from foreign trade to domestic sales, thereby squeezing our domestic market. < /p >
< p > from the internal reasons, our mass clothing brand has made a very big mistake, that is, homogenization. For example, our sports brand and leisure brand, the style, marketing channel and price of their products are homogenized. Most of their shops are concentrated in the same lot, which exacerbates the competition among enterprises and increases the pressure of domestic sales. This is also easy to cause market saturation, for example, the market can only accommodate 5 stores, but actually opened 8, so now some enterprises are closing stores. < /p >
< p > the key is to do well customer relationship maintenance < /p >
< p > host: this year many enterprises are going to clean up inventory through various ways, but a little carelessness will hurt the brand image. How do you evaluate it? Which way is more beneficial? < /p >
< p > Ma Gang: there are always several ways to clear the stock of enterprises: first, we should take traditional promotion routes, increase the intensity and intensity of sales promotion; second, we should increase the density of discount shops, or set up special sales areas in large stores; and we should also see the clear inventory platform of orter in shopping malls, and then there are channels for Internet sales. These clear inventory methods have their advantages and disadvantages. < /p >
< p > Chu Wenyu: as far as I know, many clothing companies will clean up the old ones through promotional tying, and some will use the online platform to clean up inventory through the electronic commerce platform. As for some old clothes overloaded for a long time, enterprises will choose to cut labels. I think the outlets are better models. < /p >
< p > from the experience of other countries, online sales is a good way. However, the proportion of online sales in the United States is less than 10%, while online clothing sales in Japan are only about 5%, while online sales in China are relatively high, and there are also more problems associated with it. In fact, clothing enterprises can not simply regard online sales as a cheap inventory or sale mode, which is unfavorable to the long-term development of the brand. < /p >
< p > Lin Shuling: I think the most important thing is to do well in maintaining customer relationship. A brand consumer group is different, some are followers of the brand. When a new product is purchased, some people will wait until the discount is bought. The enterprises need to distinguish these customers from each other so that the information can be accurately conveyed to different customer groups. < /p >
The experience of < p > fast fashion is worth learning. < /p >
< p > host: some enterprises try to transform the "fast fashion" road, do you think it is feasible? What are the experiences of fast fashion brands such as H&M and ZARA?
< p > Ma Gang: this needs to be determined according to the nature of the enterprise. Fast fashion has several characteristics, first of all, its commodity cycle is very short. Enterprises should consider whether they have the ability to produce goods that are suitable for such short period. The second is the supply chain. Many of the fast fashion brands we see are sold by ourselves and sold in their own stores, while domestic clothing is distributed to the dealers below, and distributors are distributed to the following specialized stores, so that we lose a lot in marketing channels. Therefore, to do fast fashion is not only to change the production of goods, but also to adjust the entire sales structure. < /p >
There are several differences between the fast fashion brand and the ordinary brand. The first is that the stock is large enough. The second one is the very large number of styles, the third is the fast fashion brand, which is a clothing supermarket, and the sales structure mentioned above. All these need the domestic brand to consider and draw lessons from P. < /p >
< p > Lin Shuling: there are many problems in fast fashion. Some fast fashion brands are very fashionable, but they have to compromise with quality. Some brands react quickly, but the fashion is not enough. Fast fashion needs a strong production supply chain, but it can not be consistent with the development route of all enterprises, nor is it a strong co-ordination capability of all enterprises. < /p >
< p > Chu Wenyu: the presence of fast fashion brands such as H&M and ZARA has brought a great impact to the domestic casual wear brand. But as consumers become more rational, ultimately, the consumption of related products will return to the origin of quality rather than blind brand worship. For the domestic garment enterprises, if we want to win in the fierce competition, we must return to the fundamental of product quality. < /p >
< p > but at present, the experience of H&M and ZARA's fast fashion brands in supply chain management is still worth learning and studying by domestic enterprises. In particular, it is worth learning from its rapid feedback on customer demand, the compression of logistics costs, shop display and shopping guide training. < /p >
< p > I think the clothing industry will still have great room for development in the future. Clothing enterprises need to work hard in upgrading the same store and improving their management ability. < /p >