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Years Of High Growth To See The Breakthrough Of Jinjiang Men'S Wear

2013/3/21 18:50:00 33

Jinjiang MenswearJinjiang Men'S Clothing IndustryMen'S Wear

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201303/21/20130321065057_sj.JPG "/" < < > >


< p > in early 2012, I was involved in the spring research activities of China Textile Union, and saw a busy scene in Jinjiang.

Asked whether the Wenzhou version of the financial crisis has any version of Jinjiang, the local people waved, "Quanzhou people are more practical and earn money in the main industry. They may have difficulties, but they are not on the run, nor have they jumped."

< /p >


< p > compared with Wenzhou, Jinjiang men's clothing is facing another dilemma.

< /p >


< p > the problem of "power fighter" < /p >


< p > it is a letter that unveils the dilemma.

< /p >


< p > in early 2013, a letter from Hong Zhaoming, the chairman of RBA's men's wear, was sent to the staff on the Internet. It was like a deep water bomb, causing a great whirlpool in the men's wear industry.

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< p > the letter reveals that this brand, which is very important in the domestic "a target=" _blank "href=" http://www.sjfzxm.com/ "clothing" /a "industry, has encountered an unprecedented market cold spell in 2012.

< /p >


< p > in this letter, which is nearly 3000 thousand words, Hong Zhaoming, chairman of the strong tyrant men's wear, admitted that "we are facing the most serious market downturn in history", but we did not disclose the specific figures.

< /p >


"P", "power tyrant" men's clothing supervision also confirmed that since 2012, many stores are showing a loss situation. "In 2012, the store of Jin Ba almost failed to make profits, but it was only a small loss."

< /p >


< p > a strong surname man, a Wang surname franchisee, said that in 2012, the tag price of men's clothing was increased by 30%. The company also stipulated that no discount was allowed, which led many consumers to shrink away. "This is one of the main reasons for the sales difficulties of RBA stores, plus the rent of the storefront, the rise of the wages of employees, and no loss of RBA stores."

< /p >


What worries Hong Zhaoming is that, with the decline of P's men's clothing market, there are still many problems in the management of the strong men's clothing, such as the management disorder, the corruption of employees and management due to personal gain.

He pointed out that "I have been constantly aware that the existing internal management and working style of the company is far beyond the market's impact on us."

< /p >


< p > he wrote in his letter, "I heard that one of our quality managers, when testing the quality, said that without standards, he is the standard.

If you do not entertain yourself, you will not accept it.

I heard that when our individual colleagues worked with suppliers and distributors, they had to ask the other party for high-level entertainment, eat, drink, live, ask, and turn a deaf ear to the company's system. It has become a corrupt moth and a garbage in the workplace. "/p".


"P > so strict wording seems to indicate that" power fighter "has really reached the" critical moment ".

A staff member of the brand management department of the strong tyrant confirmed that the contents of the letter were true, but she stressed, "this is something inside our company. The letter is also the internal mail of the company, it has nothing to do with the outside world, and it does not have to tell the outside world".

< /p >


< p > in fact, as early as the 30th anniversary anniversary of the founding of the company in 2010, the men's clothing has been publicly stated that it will open the multi brand strategy. "In the future, it will develop the international market through mergers and acquisitions," a target= "_blank" href= "http://www.sjfzxm.com/", designer /a, or some other brands abroad, but even if they buy new brands, they will focus on jackets, not women's clothing, children's clothing and so on.

< /p >


< p > but there is still nothing new about this ambition.

Including listing, the company as early as 2007 has been pformed into joint-stock limited company, in order to focus on the domestic market, the company even refused to go to Hongkong and Nasdaq listing, only love the A share market. Now, it seems that the strong fighter will go through a difficult road in the past few years.

< /p >


< p > orders will be cold, < /p >.


< p > time returned to October last year, the men's clothing brand 2013 spring and summer orders will be in full swing.

< /p >


P > the first day of the first line of men's clothing brand, when Mr. Zhang, the director of marketing, was standing on the stage to make an order before making an order, he was still "clump".

< /p >


"P", the once magnificent, three thousand people's venue, now 1/3 of the position is empty, and the rest of the customers have not been the excitement of the past.

"In previous years, I shouted, the voice of the whole three thousand people could diffuse over the sound. Now, after I finished shouting slogans, I heard only a few soft voices."

Mr. Zhang seemed somewhat helpless.

< /p >


< p > Mr. Zhang disclosed that there were three cases of those who did not attend the order meeting. One was that they felt that their order amount was very small, and they were unwilling to waste travel expenses, so that the total generation would help to make a subscription or intend to purchase a small amount directly from the total generation in the coming year; one was too high inventory and no longer willing to order new goods; the last one was closed down.

< /p >


One night before P, he just got the news from other brand dealers: the dealers with brand already rebel.

< /p >


< p > this happened on the other side of the same line brand. According to the insiders, the brand asked for a minimum order of 400 thousand in the first few days of the order. The high pressure order index made the dealer who had already had too much inventory overburdened, risked the risk of ripping off with the brand enterprise, and did not go home directly.

< /p >


Less than P, simple and not easy, the order meeting is also not optimistic.

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Compared with the order of last spring and summer, the total amount of the main brand LILANZ, which is 93.6% of total clothing sales, has dropped by 9%, which is far lower than the 12% growth rate of the last order p.

At the same time, the growth rate of L2 brand orders was also reduced from 40% in the previous year to 17%.

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In September 20, 2012, second days after Lee Lang announced that his order would be bad, its share price fell by 10.25%, and its share price shrank by nearly 20% in four days. P

< /p >


< p > "spring and summer orders in 2012 were ordered in August the year before, when the market was excellent, we surged by 40%.

As a result, in the spring and summer of 2012, the rate of selling out was very low.

High order and low sales generated a large number of stocks. Large quantities of inventory led to the lack of confidence in this order. "

Mr. Zhang analyzed.

< /p >


< p > at the beginning of last year, Li Lun said in its 2011 earnings report: "the group will raise the target of" LILANZ "opening to 250-300 a year this year, and continue the strategy of opening 10-20 big stores in major cities every year. Another two self flagship stores are planned, one of which is located in Wanda Plaza, Xi'an. It is expected that the store will open in the second half of this year, while the goal of" L2 "will keep about 150."

< /p >


< p > only half a year later, in the semi annual report of 2012, Li Lun said, "the main brands and sub brands of LLB increased by only 81 and 37 respectively in the first half of last year.

Li Lang said it would prudently adjust the pace of opening up to the market and reduce the risk of store expansion in an unstable economy.

< /p >


< p > in early February, the seven men's men's clothing, which was separated from the strong man's men's wear, came out of the news of layoffs.

The media interviewed a local industry and learned that since the second half of last year, a large number of garment enterprises have been greatly reduced, including some well-known enterprises.

Because of the poor ordering situation, many garment enterprises have reduced their warehouse staff by half.

< /p >


< p > Qipai men's clothing indicates that every department in the company will carry out the examination at the end of the year, and the unqualified employees will be eliminated. This kind of examination will happen every year, not to lay off workers.

Hong Zhaoshe, chairman of the board of directors, said in a media interview last year that in 2012, the sales volume of Qi card was about 3 billion yuan, and its growth was steady.

< /p >


Less than P, the seven wolves, the leading brand of Fujian Style Men's clothing, failed to get the best of this industry.

< /p >


< p > Southwest Securities issued research bulletin that the sales volume of the seven wolf in 2013 in spring and summer in September 2012 has just kept two digit growth, and the proportion of orders between different product categories has changed, the number is flat compared with last year.

In spring and summer 2012, orders will increase by about 28%.

< /p >


< p > at the same time, the number of stores in the 2012 half of the seven wolves increased by only 5 in the first half of 2012, and 736 million in the three quarter of the year, which is 4.4 percentage points higher than the net value of last year.

The dealer sales rate declined slightly compared with 2010 and 2011, but still maintained the industry's upper middle level.

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< p > in addition, the company's expansion is slowing down.

The original plan is to open 1200 stores in 30 months. Due to the weakness of terminal retail, the company expects to slow down the original planning speed according to market conditions next year.

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< p > slowing down footsteps < /p >


The men's wear brand that has been growing rapidly for more than p years has been hit hard.

< /p >


"P," after media interviews with relevant industries, wrote that "apart from the normal growth of brands that are growing at a very high speed, most of the brand's report cards are shocking.

From a general annual increase of twenty to forty per cent, it has fallen to half or even a negative growth. This is the first time that the men's wear industry has been falling down for the first time in more than ten years.

< /p >


Mr. Wang, who worked for a certain line of men's clothing for many years, pointed out that "such a bitter fruit is buried in the last few years of bursts of growth." P

< /p >


P, a provincial agent, said that in the past few years, many garment enterprises, including strong competitors, had been used to let franchisees enter a large number of goods in the past few years to make impact on their performance. Although this would make a very good appearance in a short period of time, they did not sell them, but they were only in the hands of franchisees. Now the consumption is sluggish, and the terminal is backlog, which is bound to be pmitted to the upstream part. "This is also the reason why the power goes to this stage today."

< /p >


< p > a brand marketing director Lin Zhipan pointed out that over the years, most men's clothing brands are still extensive wholesale business mode. They only wholesale the goods to the channel providers, unable to assist the total generation of the team and the operation of the company, unable to really guide and control terminal retail, resulting in poor retail power at the end, unable to digest the high growth orders, and generate large quantities of stock.

< /p >


< p > for men's clothing market downturn, insiders pointed out that it is inseparable from the unprecedented cold wave of the Chinese garment industry.

Data show that in the first half of 2012, there were 2691 loss making enterprises in the garment industry, with a deficit of 18.89% and an increase of 50.62% in the previous year.

< /p >


< p > it is like a high-speed train running down sharply, and people on the train will inevitably fall.

< /p >


< p > "cold winter is not sudden but just not prepared."

Hong Zhongxin, CEO, said that "the end of years of sustained high-speed growth is a necessity, but the drop is so great because it has not yet been strong."

< /p >


< p > to change the most serious market decline in the history of "the worst market in history" and solve the internal management problems currently exposed, Hong Zhaoming, the chairman of the company, pointed out that it would "purge" the interior.

He said, "we are going to have a thorough physical examination, please prepare for the physical examination."

< /p >


< p > Hong Zhaoming said that he would invite some employees who "do not agree with the values of power boss", "work with no effort, irresponsible, unenterprising attitude" and "do not ask for no merit but ask for nothing".

However, according to the internal staff of the powerful male suit, it was not long before the letter was sent out, but some employees of the man were asked to leave, but the company did not disclose the specific number of layoffs.

< /p >


< p > internal rectification is just the beginning. How to maintain competitive advantage in the market downturn is obviously a bigger test.

< /p >


In order to alleviate the pain of customers and to tide over the hardships, big brands such as P and Qipai have cancelled the order index, and even some enterprises have reduced the proportion of orders, increased their stocking and shared risks with customers.

Seven wolves and other enterprises also took the lead in implementing a method of helping customers digest their inventory according to a certain proportion, according to the order amount of new goods, recycling customer inventory and so on.

< /p >


< p > at the same time, all kinds of fitness programs refer to the schedule of garment enterprises.

< /p >


< p > Li Lun opened a massive training for thousands of people in a five star hotel in Mount Huangshan last year. This training will invest nearly ten million yuan at the headquarters of Lon Lang. It has convened thousands of dealers nationwide, and has been sent to Mount Huangshan for 7 days training in two batches. The training contents include not only the practical courses such as multi store management and multiplying store efficiency, but also many courses that analyze the industry prospect and enhance dealer confidence.

< /p >


< p > compared with such short-term large-scale training, more SMEs choose to establish brand business school.

Shi Hairong, general manager of the war wolf family, said that the war wolf family business school will mainly train senior management personnel and full-time training specialists for all distributors and franchisees, conduct comprehensive business training for all terminal staff, and help the wolf family build a brand management chain with general distributors, franchisees and direct retailers.

< /p >


< p > at a very low market downturn, there are also many a target= "_blank" href= "http://www.sjfzxm.com/" > textile < /a > clothing enterprises listed lean management as an important task of "fitness" plan.

Longfeng textile technology, Jingba warp knitting, HOSA and other textile and garment enterprises are planning to import Japanese Toyota Corporation lean management mode.

< /p >


< p > more and more enterprises choose to work hard in this "extraordinary period", and more importantly, changes in their minds.

Adjusting the mindset is even more important when the market is no longer explosive.

This year's pessimism does not mean a long-term pessimism for the industry.

< /p >


Hu Chengchu, executive director and vice president of Li Lang limited, said that the rapid development of P will produce bubbles. The biggest adjustment this year is the change of mindset. It will become more pragmatic and more down-to-earth. It will not require an annual growth of 30%, just like the listing itself.

In a changing environment, stability is very important. Enterprises should pay attention to internal management and strengthen staff training.

< /p >


< p > extraordinary period, adjusting footsteps and strengthening physical fitness are just waiting to be turned around.

< /p >


< p > retail establishment < /p >


"P" increased sharply and then plummeted, making this cold winter look particularly cold.

< /p >


"P" examines the RBA, and Hong Zhongxin inevitably regrets that the concept of "wholesale to retail" is still not established. The construction of R & D capability and retail operation capability still needs to be innovating and landing, and the process of professionalization still needs continuous improvement.

< /p >


< p > January 29th night, the seven wolves released the 2012 performance bulletin. The company achieved revenue of 3 billion 473 million yuan in 2012, an increase of 18.93% over the same period last year. The company's fourth quarter revenue was 960 million yuan, down 6.60% from the three quarter, and its net profit was 161 million yuan, an increase of 2.97% over the three quarter.

< /p >


Although the company's revenue declined from the three quarter to the fourth quarter, the net profit increased by P, indicating that the company's profitability improved.

< /p >


< p > seven wolves said that in 2012, the company continuously strengthened brand building, deepened supply chain management and optimized channel construction, and achieved good sales results. At the same time, the company actively optimized internal management, effectively controlled operating expenses, and promoted the steady growth of net profit.

< /p >


< p > in the view of Zhou Shaoxiong, chairman of the seven wolves group, this is the result of the implementation of the wholesale to retail strategy.

< /p >


< p > "2012 is the end of a brand's development of the old business model.

Previously, most clothing brands attached importance to business models and channel models. Although they also made brands, they tended to focus on "business" rather than "brand".

These paintings ended on 2012. "

Zhou Shaoxiong said so.

< /p >


< p > Li also realized this.

During the Chinese clothing convention, Hu Chengchu said, "enterprises should also really settle down to make brands and give more cultural connotations to brands.

In the past, enterprises are also making brands, but have not yet reached the height of truly making brands. They are still selling products and wholesales. Next, we need to change their internal mindset and thinking to find a continuous source of power for brand development.

< /p >


< p > nowadays, the concept of "wholesale to retail" in Quanzhou men's wear circle has attracted much attention.

From the wholesale to retail pformation, the focus is on increasing the proportion of Direct stores and improving the efficiency of single stores. The pition from parallel growth to vertical growth has become the industry consensus.

< /p >


< p > inheritance < a target= "_blank" href= "http://www.sjfzxm.com/" > dress < /a > is a company specializing in R & D, design, production and sale of Chao men's menswear. For a long time, the company has implemented a large wholesale business mode, supplying Sanford and other shopping malls and other enterprises, without its own brand and retail terminal.

< /p >


< p > "we are more and more aware that enterprises have their own retail terminals only, and they will be emboldened in the future competition."

Wang Yonggang, general manager of heritage company, said, "the initial goal of the company in 2013 is to open several own stores, starting with stone lions and surrounding areas, and creating their own retail channels."

< /p >


< p > in the establishment of its own retail terminal, more large enterprises will focus on how to improve customer entry rate and purchase rate, and improve the efficiency of single store.

In the past two years, seven wolves have been pushing forward the strategic pformation from "wholesale" to "retail", and the focus of management and service has been reduced from agents to distributors to ensure that management is optimized to sink to every terminal.

Speeding up the construction of direct operation system is an important goal of its channel construction in the next few years.

< /p >


< p > a senior a target= "_blank" href= "http://www.sjfzxm.com/" > shoes < /a > the observer said, "in recent years, with the saturation of retail stores, the performance growth of most enterprises has bottlenecks, and shoes and clothing enterprises must break through from the retail efficiency."

From the perspective of flat efficiency, most domestic shoes and clothing brands are less efficient than 10 thousand yuan / square meter / year, which has a large gap with the international brand of 30 thousand -4 yuan / square meter / year. Optimizing the store structure and commodity mix and improving store efficiency are the problems that many shoe and clothing brands will have to face immediately.

< /p >


< p > data show that in the first half of this year, the seven wolves closed 80-90 blue chip shops and children's wear shops with poor performance, and the terminal channels only increased 5 stores to 3981. As of June 30, 2012, the number of terminal terminals was 3981, of which 534 were direct outlets.

< /p >


< p > seven wolves plan to fine management in 2013, wholesale to retail, strive to enhance the efficiency of single store, increase the dealer's display, promotion and other business guidance.

< /p >


< p > Hong Zhongxin said, "the essence of our industry is that we must have excellent shop performance.

Therefore, under the direction of the next stage of work, the focus must be shifted to the intensive cultivation of commodities and terminals, so as to enhance the level of development, change the development mode and rely on vertical growth to drive horizontal growth.

< /p >


< p > it is learnt that at present, China has been working with professional retail design companies in the UK for a long time to enhance the retail environment and to promote the loading projects nationwide in the second half of 2012.

< /p >


< p > for the current channel pformation of shoes and clothing enterprises, Ding Shizhong, chairman of Anta (China) Limited board of directors, said, "Why are European and American enterprises able to make international brands, and Chinese enterprises are very difficult to enter the international market? This requires enterprises to pform wholesale brand into retail brand, from the expansion of the number of stores in the past to the output and quality of more stores, and to upgrade from wholesale business mode to real retail company."

< /p >

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