Footwear Business: Release Shoes And Clothing Industry High Inventory

Now, China

The problem of inventory is becoming more and more prominent.

Lining, Metersbonwe, XTEP, Anta...

Domestic brands have been seriously threatened by inventory this year.

Faced with the depressed market demand, how to digest existing stock and maintain normal product renewal has become an urgent issue for enterprises to consider in production and operation.

Footwear industry inventory serious

People in the industry have joked that even if all garment enterprises in China stop production now, only the backlog goods in the warehouse can be sold to the domestic clothing sales enterprises for at least 3 years.

The seriousness of the problem of overstock in clothing industry is evident.

The most typical example is Metersbonwe, a casual wear brand. In the first half of last year, the United States apparel inventory grew 220% to 2 billion 890 million yuan over the same period last year, while the stock in 2010 was only 903 million yuan, the net assets in the reporting period were only 3 billion 200 million yuan, and inventories accounted for 90% of the net assets of the same period.

The inventory data of Anta, Lining, PEAK, XTEP, 361 degree and so on appeared a rising trend last year.

How to release "inventory"

In the ten years of rapid growth of gold, the increasing number of local sports brand stores has brought capital accumulation, and also brought a lot of stock. The "stock door" appeared in brand enterprises has also been released as a signal of the slowdown in the industry.

Therefore, how to digest inventory becomes a problem that must be solved in the pformation of enterprises.

In order to get rid of the nightmare of high inventory, Lining invested 300 million yuan in the past year for recycling.

"All new products are less than 60%-75%, and they can make room for new goods by repurchasing stock."

As a way to clear goods, Lining's "factory store" is also playing a role. The average monthly water per shop has reached 400 thousand yuan, higher than that of discount stores and brand stores.

At the same time, Lining actively promotes the reform of the channel system and optimizes the channel. Some distributors who have fewer stores and smaller business areas are merged by higher dealers, thus achieving the growth of single stores.

To solve the problem, we need to solve the problem of inventory and manage the supply chain.

Through the construction of the information system, XTEP will gather and analyze the daily sales data and adjust the styles and colors in time through the replenishing orders and adding orders after the order meeting is over.

PEAK is also implementing the channel upgrading strategy of the company, planning the channel with the prefecture level city as the unit, and trying out the "single store order" mode to achieve the refinement of order management, thereby reducing inventory.

And already boarded the head of the domestic sporting goods brand Anta also showed good inventory control, has been step by step in the design, procurement, production, logistics, brand packaging, terminal sales and other links quietly layout.

In response, Ding Zhizhong, President of Anta group, said in an interview that in the process of industrial upgrading and market shuffling, only the managers of value chain can form the competitiveness of profit combination and pricing strategy, so that the inventory problem can be fundamentally solved.

Because Mr. ho himself is a marketing source, he attaches great importance to the sales and marketing of jeans.

"Our entire company's operations center is designed to minimize inventory."

Mr. Ho said that in general, the production mode of enterprises is relatively extensive, often through planned production, that is, the production plan is planned ahead of time to purchase raw materials for production, which will inevitably lead to an increase in inventory. Pure child Cowboys mainly adjust their products according to market demand and consumer changes, so as to sell products.

If we can make good use of the new marketing means of e-commerce, we will directly face consumers.

Not only will it help to increase profits, it will also help reduce inventory pressure directly.