The "eleven" National Day golden week has ended. In this peak season of consumption, the major clothing brands have launched various promotional activities. How is the clothing business today? During the holiday, the small and medium sized companies were turning around on the market of Cao An Road. They thought that during the festival, the market would be crowded, but I did not expect it to be cold and clear.
The general clothing market is cold and cheerless. A few days ago, Xiaobian also saw a similar scene in a well-known clothing brand store in the business circle.
No wonder the owner of the clothing shop lamented that after many years of clothing business, this year is really "light". From the beginning of the year to the present, business is not as good as it is. Although considering changing careers, it always hesitates, and is afraid that it will be more difficult after changing.
Li Ang, an analyst at China Galaxy Securities Research Institute, said that although the category of everyday consumer goods has been greatly enriched, the expenditure on clothing and other textiles is still an important part of the structure of consumption expenditure in China. Like many consumer goods, the consumption of clothing textiles also presents a trend of stratification and upgrading along with the development of the industry and the general improvement of people's living standard and consumption ability. As one of the industries closest to the daily life of the people, the improvement of people's living standard can also be directly reflected from the diversification and personalization of the brand in the clothing industry. From this point of view, the textile and garment industry plays a decisive role in the lives of residents.
Li Ang believes that the core competitiveness of downstream clothing brands is mainly reflected in the layout of sales channels, brand development and operation capabilities, product design and R & D, and supply chain management. The profits of brands and sellers are much higher than that of processing manufacturers, about 40-50%, while the gross profit margin of garment manufacturers is only around 15%. Benefiting from the stratification of clothing consumption, the rise of personalized consumption and the widening of online and offline sales channels, the textile and garment industry has maintained a strong growth momentum since 2005, and the industry is still in a steady growth range. In 2018, the volume of the industry increased by only 1% compared with that in 2017. The total retail sales volume of the total social consumer goods continued to decline year-on-year growth. The unit price of the products in autumn and winter was higher, and the inventory pressure of the industry was relatively large. Many enterprises overtook many enterprises in the three quarter of 2018, such as cutting labels and other large discounts to inventory.
But in Li Ang's view, with the diversification of clothing demand and personalized trend, consumers are becoming more rational. At present, China's economic growth has slowed down, but young people still believe in their own efforts to realize the values of dreams, and enjoy the pleasure and safety of consumption. From the demand side, the second tier cities mortgage, medical, education, squeeze disposable income, leading to the return of low population cities. At the same time, the reflux population brings strong purchasing power and new consumption concept, showing a "quality" and "quantity" upgrading of consumption, plus a profound change in policy dividend and demographic structure, and a differentiated consumption structure; from the supply side, 1) the emergence of personalized and differentiated consumption, original brand and new commodities (such as smart home appliances) will open up a new blue ocean of consumer market; besides, a second line shopping center provides blood for experiential consumption, and the electricity supplier is fully penetrated to the low level city.
In the first half of this year, the retail environment was not good enough: the clothing retailing industry has experienced a continuous downturn, whether it is clothing sales above the quota, or sporadic disclosure of 100 retailers and 50 large retail enterprises, and the retail situation of the garments is not optimistic. Most of the business performance is also consistent with the trend from the China Daily, but generally speaking, the two quarter has improved over the first quarter.
Ma Li believes that macroeconomic fluctuations will lead to a decline in domestic demand. If the macroeconomic downturn will bring about a decline in disposable income of residents, a decline in consumer enthusiasm and a cold retail environment, it will have a negative impact on the retail performance of branded apparel enterprises.
Can not be ignored is that now the physical store business is generally more and more difficult to do, consumption is weak? Or electric shock? Is rental cost too high? Or is the labor cost too high? All kinds of factors are mixed into it. Of course, we can see that it is not only the clothing industry, but also the business reality of other industries. What is the best way to get rid of such embarrassment?
Source: first textile net