Almost No Discount On New Products, Clothing Industry Is Expected To Rebound

stay Chunxi Road A brand clothing shop in the business district has obviously experienced some changes in the storefront recently. "There are not many discounts, and many new products are not discounted. Unlike last year, the new product of many shops on the whole Chun Xi road has 33% off concessions." Less than two years after she entered the garment industry, she went through a lot of stock clearing activities.

Last year, "low price" Stock "It is not a big feedback behavior of a clothing store, but a burden reduction exercise that the entire garment industry has to undertake.

The "Spring River heating duck prophet" seems to be one of the harbingers of the industry's rebound.

The garment industry, which has experienced high inventory pressure, reduced export orders and declining profits, has really begun to warm up. After investigation, the reporter found that most of the clothing industry's stock, cash flow and profits have been gaining momentum, but individual brands still have a large stock pressure.

A few days ago, the reporter visited many brand clothing stores in Chunxi Road commercial circle. Although many stores still had huge discount information at the door, but the salesmen were blunt, "this is only a small part of the old money to enjoy the lowest discount. Most of the new models have not been discounted. "

stay Metersbonwe Shops, some clothing is carrying out the "199 yuan, two pieces", "139 yuan, one" special offer, and the new summer wear is only a men's shirt. Sales staff said that new clothing has not been folded this year. The concessions for Semir and Anta are even more scarce. The salesmen said that the new summer wear was sold at the original price without any discount.

"This year, our discount activities have been reduced." Almost all the clothing shops visited by reporters have heard similar statements.

　　 Youngor (600177) Chengdu Area Manager Ye told reporters that since last winter, YOUNGOR began to participate in the fairs, and sales volume increased significantly through the exhibition. He disclosed that some other brands of inventory pressure has been continuing since last year, but many clothing enterprises have been relieved of inventory pressure. "Many clothing brand stores and shopping malls have reduced concession activities, and the discount is not as big as last year. Last year was the hardest time. Now the industry has begun to warm up."

Internet channel inventory is hot.

According to a press survey, sales of retail outlets are becoming more and more popular as well as the discount on retail outlets.

Platform electricity supplier opens the tail goods and the brand sale channel, now appears to be forming a trend. After the launch of "brand sale" and "shop No. 1" clothing store, the fan shop launched a "special sale". Tmall , JD.COM The electricity providers on the platform are all working on the sale channel of clothing tail goods. In 2013, Tmall will focus on building a "brand sale platform". Tmall will provide traffic resources, Tmall will operate independently, sell stocks and clear tail goods.

Not long ago, Dangdang also officially launched a special sale channel. Tail collection "The sale of hot clothing will be limited to the time of sale.

According to the analysis, the category of clothing tail goods will become a very explosive distribution category after the books, cosmetics and clothing. [data] inventory: decline of many large brands

The discount of discount stores, the inventory of network sales is in full swing. Is the inventory pressure of garment enterprises really alleviated?

Last month's annual report of listed companies and the disclosure of the first quarter of this year, the reporter statistics found that after the "de inventory" war in 2012, many large brands of clothing inventory pressure has eased.

Among them, seven wolves, Fuanna (002327) four of the four companies in the United States, costumes (002269) and Wordsworth (002494) have declined in the past year. In the first quarter of this year, the inventory of many garment enterprises is still decreasing.

In the first quarter of the year, the balance of the US apparel inventory was 1 billion 865 million yuan, which was about 7% lower than the 2 billion 6 million yuan at the end of 2012. At the same time, the inventory turnover rate was flat compared with the same period last year, but it has improved slightly compared with the beginning of the year.

Flush (300033) iFinD data also showed that seven wolves last year inventories of 560 million yuan, to the first quarter of this year, ending inventory reduced by one hundred million yuan, long (002612) shares reduced by 40 million yuan, Semir reduced by 150 million yuan.

However, not all listed companies have achieved success in digesting inventory. Among them, the news bird inventory increased by 31 million at the end of the first quarter, and the card slave Road (002656) increased by about 26000000.

Liu Daijie, Chengdu's strong wave, bluntly said that most of the products sold in the market today are mostly in stock. "The new ones can't be sold, and the old ones can't be sold off, even a vicious circle."

Cash flow: soaring 62 times

In addition to the ease of inventory pressure, the cash flow of the entire textile and garment industry is also improving. It increased from 287 million yuan in 2011 to 19 billion 486 million yuan in 2012, a significant increase of 6263.06% over the same period last year, ranking first in all industries.

Among them, Youngor The operating cash flow situation increased from 1 billion 547 million yuan in 2011 to 5 billion 291 million yuan in 2012, accounting for 1/4 of the total cash flow of the entire textile and garment industry in 2012, thus making the cash flow of the whole industry improved significantly.

The cash flow situation of the leading companies in the textile industry is also improving. Among them, the net cash flow of US bond has reached 2 billion 856 million yuan, an increase of 192.47% over the same period last year. Semir's cash flow also increased by nearly 366 million in the first quarter.

However, in the first quarter, the cash flow generated by operating activities was just the opposite, with outflows of 220 million yuan and 9 million 980 thousand yuan respectively.

Stores: expansion continues to slow down

The amount of stock and cash flow of different brands are different, but the expansion rate of most brand stores is further slowing down.

In 2012, the total number of stores increased from 31% last year to 8.9%. It is estimated that the number of outlets in the first quarter is slightly larger than the number of new outlets, so the total number of stores is slightly lower than the end of last year. It is estimated that the speed of expansion of the company will continue to slow down in 2013.

The news birds only increased 54 brand stores last year, compared with 106 obviously the same year ago. The number of seven wolves increased by 31 last year and 451 in 2011.

Semir costumes (002563) only increased more than 500 stores last year, and the expansion rate is less than 10%. Everbright Securities (601788) analysis said, "Semir is now expanding from rough extension to endogenous growth, slow expansion of channels, and fine management." [future] volatility will continue to be transformed into "fashion creativity".

Although many garment enterprises report data shows that business pressure eased compared with last year, the performance is improving. But the same thing can not be ignored is that such data is still fluctuating.

　　 Everbright Securities Analysts have commented on the analysis of Semir Costumes: "the company has gone through the worst times, although the pressure is still high, but the trend is gradually improving, although the economic weakness makes the pace very slow."

The first quarter data also showed that the performance fell by more than 40%, according to industry analysts, which is not related to the depressed market environment. In the first quarter, the macro-economic recovery was weak, and the consumption motivation of the residents was still insufficient.

He served as Deputy Secretary General of Sichuan clothing (apparel) Industry Association. Luo Qian Not long ago, he attended the Qingdao international fashion week. He told reporters that orders were good this week, but he cautiously said, "the figures can not fully explain the situation. I think the fluctuation will continue. Now the whole garment industry is still in the process of accelerating transformation and upgrading."

In his view, after experiencing high storage pressure, garment enterprises now need to transform from simple processing industry to fashion and creative industries.

"Look at the previous garment enterprises, the profit is very thin, processing a piece of clothes is a few yuan, and its production mode is almost gambling. If we do not investigate the market at all, gambling on this year's popular style will not backlog if the bet is right, but once the gambling is wrong, high inventory can not be avoided. Luo Qian said that clothing enterprises should learn from last year's lessons and change the development mode. They should take the designer's creativity as the core, and create a customized idea just like "exception". After the order is reproduced, they can really achieve zero inventory.