Into the month of October, the men's wear brand silently fell on the curtain of the new spring and summer 2013 trade fair. After a sigh, Zhang Zong, the marketing director of a certain line of men's clothing brands, uttered a sigh: “Today is different from the past!â€
Since entering his company in 2008, he has witnessed the 4 years in which the menswear industry has recovered from the 2008 trough and has continued to grow at a high rate. "This is the first time I have seen an industry downturn that was even greater than in 2008. For the first time, I was worried. ."
Zhang’s worries are worries of the entire industry. Many men’s brand CEOs have privately disclosed that the horror of orders this quarter has never seen before. As a result, even though there are incentives for economic downturns in the past two years, more people think that the factors such as the high stockpiles of rampage and neglect of attention to terminals are the real reasons.
Under such a situation, in some brand enterprises, the ordering index was cancelled for the first time, and this strong man was so disheartened that we saw the ambition of the brand and the dealers to “give up the difficult timesâ€, as well as rational reflection and pragmatic winterization. Good attitude.
Although the distributors have lost orders, the sales volume has declined. Although the results of the quarterly conference have long been expected, when Zhang Zhan stood on the first day of the order to stage a pre-ordering presentation, his heart was still a little "difficult".
In this once-imposing, crowded field with 3,000 people, it is now one-third less, and the remaining customers have not lost the “strength†of the past. “In previous years, I gave a loud shout and the sound of the 3,000 people in the audience could pass through the sound. Today, when I slog through the slogans, I only hear the softness of the slogans.†Zhang always seemed helpless.
"Think of the home's mountainous inventory, I have no appetite for the new goods, let alone orders for preaching, order guidance." Ordering site, a dealer said that in previous years, they are most concerned about is to look at their own eyes Let good goods run away. "And this year, ordering is just a matter of course."
Zhang Zeng revealed that there are three situations in the part of people who did not attend the ordering meeting. One is that they think that the amount of their orders is very small and they are unwilling to waste travel expenses, so that the general generation can help with the reservation or plan to purchase it directly from the general generation in the coming year; This type of inventory is too high to be willing to re-order new goods; and the last one is to close the store.
The actual situation made Zhang not dare to be too radical, because the night before, he just got news from other brand dealers: dealers who already have brand reversal.
This happened to another person who was a first-line brand. According to industry insiders, the brand also required a minimum order of 400,000 in the first few days of the trade fair, high-pressure ordering indicators, so that has been carrying too much inventory of distribution The business is overwhelmed by the risk of tearing its face with branded companies and not directly returning home.
Under these circumstances, the transcripts handed down by the end customers will undoubtedly be a big hit for the men's wear brands that have sustained many years of rapid growth. According to a number of industry sources privately disclosed, this quarter's bleak orders, even in the domestic business casual market has been solid first-line brand has not been spared. The order quantity of these first-line brands in this season has dropped by more than ten to 40 percent from the same period last year.
It is reported that most of the brands’ transcripts are startling, except that a few brands that are in a period of rapid growth have maintained normal development. From the high-speed increase of 20 to 40 percent per year, it has directly fallen into negative growth. This is the first time in more than ten years that the men's clothing industry has suffered a tragic decline.
A few years of soaring and burying the bitter fruit have to be frank. Compared to the sports section that has seen a decline earlier and the children’s and women’s sections that have not yet become a climate, the men’s wear brand, especially the first-line men’s clothing brand, has indeed been “spring†for years. However, it is precisely for years that the heat is in full swing, forcing these brands to forget that there are four seasons.
Mr. Wang, an industry insider who has worked for many years in the front line of men's wear, pointed out: "This bitter fruit was buried in previous years, especially last year's violent growth."
“This year's spring and summer orders were booked in August last year. At that time, the market was very good. We had a sharp increase of 40%. As a result, this year's spring and summer, the selling rate has been very low. High ordering and low sales rate have resulted. A large number of stocks, a large number of stocks led to this lack of confidence in ordering.†Zhang analysis.
Lin Zhipan, a brand marketing director, pointed out that over the years, most of the men's wear brands are still extensive wholesale business models. They only sell the goods to the channel distributors, failing to assist the general generation to form teams and corporate operations, and failing to really guide and control the retail of the terminal. As a result, the retail sales force of the terminal is not strong enough to digest high-growth orders and produce a large amount of inventory.
"Today, huge inventory has caused dealers to not order, brand companies have tasted only their own development for many years, did not develop the bitter fruit of the channel." Mr. Wang said.
The sudden increase followed by plunge, making this winter extremely cold. However, as Hong Ta-hsin, the CEO of Kinba, said, “The winter is not sudden, but it is not ready.†Hong Zhongxin believes that the end of years of sustained high-speed growth is an inevitable, but the gap is so great because it is not yet strong.
Even as a leading men's wear brand, in Hong Zhongxin's view, there is still a concept of “wholesale-to-retail†that is still not established in Rimbach, and the construction of product R&D and retail operations still needs breakthrough innovation, solid grounding, and the professionalization process still needs to be completed. Continuous improvement and other issues.
Cancellation order indicator Jing Wenxin, the godfather terminal retailer of Chinese clothing and the chief consultant of China National Research International Research Co., Ltd., in his previous interpretation of “2012 Clothing Industry Competitive Intelligenceâ€, mentioned the phrase “solve the biggest pain of customers and is the biggest opportunity for brandsâ€. Today, this sentence has become the most thought-provoking brand in China this year, because the pain of customers is now in the brand's heart.
In fact, Zhu Wenxin had forecasted the "cold" of this year's cold winter as early as in July's interpretation of "2012 Clothing Industry Competitive Intelligence". In explaining, Zhu Wenxin also questioned the model that has been prevalent for many years.
The industry is encouraged by the fact that in order to alleviate the "customer's pain" and to tide over the difficult times, major brands such as Kinba and Tokio have resolutely canceled their ordering targets, and even some companies have reduced their ordering ratio and increased their own. Stocking, sharing risk with customers.
It is reported that seven wolves and other companies also took the lead in implementing a method to help customers digest stocks according to a certain percentage, based on the amount of new cargo orders recovered from customer stocks.
In addition to this, the concept of "wholesale to retail" has been highly valued as never before. In seven wolves, tyrants, cards, rich bird men and other brands, this seemingly simple, but in fact it is the beginning of a vast project to change the business model.
Hong Zhongxin stated, “The essence of our industry lies in the fact that we must have excellent store performance. Therefore, in the next phase of our work, we must shift our focus to the intensive cultivation of goods and terminals in order to enhance the level of development and change development. The model relies on vertical growth to drive horizontal growth.†It is reported that Kinba has long-term cooperation with professional retail design companies in the UK to improve the retail environment as a whole and promote the fitting-out projects throughout the country in the second half of the year.
Tang Aimin, vice president of marketing for Haopai, stated that 2012 is a year in which Haopai has made tremendous changes in its marketing management. The Shupai will adopt a series of policies and measures to provide support for customers, share risks, and improve channel management. The overall level of shop management, customer management, and product management.
People in the industry believe that whether it is canceling the order index or assisting in the digestion of inventory, or really put the “wholesale transformation retail†on the agenda, in this winter, brand companies have started to pay attention to customers and support customers. This is an industry. improvement.
It is the cold winter that we look forward to the abundant industry in the spring of reality. The sudden drop in order quantity has caused the local clothing industry to feel painful moments.
What is gratifying is that in the face of such a sharp decline, the apparel industry is not desperate. What is seen more is that companies are making pains to think and think of ways to break.
In the just-in-time ordering season, the reporter visited the ordering sessions of several brands. During this time, more than once I heard companies quote the famous Chinese godfather Zhu Wenxin's famous quote: “Today is cruel... and tomorrow is more cruel... The day after tomorrow will be wonderful. But most people will die tomorrow evening and will not see The day after tomorrow's sun.†This kind of encouragement sheds light on what many brands are thinking today. They know that this road will be even harder. They are also more alert. They are walking on the single-plank bridge step by step and are doing their best and they believe it. I will be the one who can see the warm sun in spring.
In any case, this winter is not only disappointing. As Hong Zhongxin put it, “If you don’t know this winter, if this winter comes suddenly, it may come quickly. Perhaps our reflection will not be so profound and so direct. Then, we may face greater risks in the future or even be difficult to recover.â€
No matter what, admiration for such a company can make a big step forward, and it can also reflect on itself; it can move forward boldly, and it can also take on its responsibility with the pain of a strong warrior.
This kind of company, through the cold winter, will usher in a more abundant spring.
Since entering his company in 2008, he has witnessed the 4 years in which the menswear industry has recovered from the 2008 trough and has continued to grow at a high rate. "This is the first time I have seen an industry downturn that was even greater than in 2008. For the first time, I was worried. ."
Zhang’s worries are worries of the entire industry. Many men’s brand CEOs have privately disclosed that the horror of orders this quarter has never seen before. As a result, even though there are incentives for economic downturns in the past two years, more people think that the factors such as the high stockpiles of rampage and neglect of attention to terminals are the real reasons.
Under such a situation, in some brand enterprises, the ordering index was cancelled for the first time, and this strong man was so disheartened that we saw the ambition of the brand and the dealers to “give up the difficult timesâ€, as well as rational reflection and pragmatic winterization. Good attitude.
Although the distributors have lost orders, the sales volume has declined. Although the results of the quarterly conference have long been expected, when Zhang Zhan stood on the first day of the order to stage a pre-ordering presentation, his heart was still a little "difficult".
In this once-imposing, crowded field with 3,000 people, it is now one-third less, and the remaining customers have not lost the “strength†of the past. “In previous years, I gave a loud shout and the sound of the 3,000 people in the audience could pass through the sound. Today, when I slog through the slogans, I only hear the softness of the slogans.†Zhang always seemed helpless.
"Think of the home's mountainous inventory, I have no appetite for the new goods, let alone orders for preaching, order guidance." Ordering site, a dealer said that in previous years, they are most concerned about is to look at their own eyes Let good goods run away. "And this year, ordering is just a matter of course."
Zhang Zeng revealed that there are three situations in the part of people who did not attend the ordering meeting. One is that they think that the amount of their orders is very small and they are unwilling to waste travel expenses, so that the general generation can help with the reservation or plan to purchase it directly from the general generation in the coming year; This type of inventory is too high to be willing to re-order new goods; and the last one is to close the store.
The actual situation made Zhang not dare to be too radical, because the night before, he just got news from other brand dealers: dealers who already have brand reversal.
This happened to another person who was a first-line brand. According to industry insiders, the brand also required a minimum order of 400,000 in the first few days of the trade fair, high-pressure ordering indicators, so that has been carrying too much inventory of distribution The business is overwhelmed by the risk of tearing its face with branded companies and not directly returning home.
Under these circumstances, the transcripts handed down by the end customers will undoubtedly be a big hit for the men's wear brands that have sustained many years of rapid growth. According to a number of industry sources privately disclosed, this quarter's bleak orders, even in the domestic business casual market has been solid first-line brand has not been spared. The order quantity of these first-line brands in this season has dropped by more than ten to 40 percent from the same period last year.
It is reported that most of the brands’ transcripts are startling, except that a few brands that are in a period of rapid growth have maintained normal development. From the high-speed increase of 20 to 40 percent per year, it has directly fallen into negative growth. This is the first time in more than ten years that the men's clothing industry has suffered a tragic decline.
A few years of soaring and burying the bitter fruit have to be frank. Compared to the sports section that has seen a decline earlier and the children’s and women’s sections that have not yet become a climate, the men’s wear brand, especially the first-line men’s clothing brand, has indeed been “spring†for years. However, it is precisely for years that the heat is in full swing, forcing these brands to forget that there are four seasons.
Mr. Wang, an industry insider who has worked for many years in the front line of men's wear, pointed out: "This bitter fruit was buried in previous years, especially last year's violent growth."
“This year's spring and summer orders were booked in August last year. At that time, the market was very good. We had a sharp increase of 40%. As a result, this year's spring and summer, the selling rate has been very low. High ordering and low sales rate have resulted. A large number of stocks, a large number of stocks led to this lack of confidence in ordering.†Zhang analysis.
Lin Zhipan, a brand marketing director, pointed out that over the years, most of the men's wear brands are still extensive wholesale business models. They only sell the goods to the channel distributors, failing to assist the general generation to form teams and corporate operations, and failing to really guide and control the retail of the terminal. As a result, the retail sales force of the terminal is not strong enough to digest high-growth orders and produce a large amount of inventory.
"Today, huge inventory has caused dealers to not order, brand companies have tasted only their own development for many years, did not develop the bitter fruit of the channel." Mr. Wang said.
The sudden increase followed by plunge, making this winter extremely cold. However, as Hong Ta-hsin, the CEO of Kinba, said, “The winter is not sudden, but it is not ready.†Hong Zhongxin believes that the end of years of sustained high-speed growth is an inevitable, but the gap is so great because it is not yet strong.
Even as a leading men's wear brand, in Hong Zhongxin's view, there is still a concept of “wholesale-to-retail†that is still not established in Rimbach, and the construction of product R&D and retail operations still needs breakthrough innovation, solid grounding, and the professionalization process still needs to be completed. Continuous improvement and other issues.
Cancellation order indicator Jing Wenxin, the godfather terminal retailer of Chinese clothing and the chief consultant of China National Research International Research Co., Ltd., in his previous interpretation of “2012 Clothing Industry Competitive Intelligenceâ€, mentioned the phrase “solve the biggest pain of customers and is the biggest opportunity for brandsâ€. Today, this sentence has become the most thought-provoking brand in China this year, because the pain of customers is now in the brand's heart.
In fact, Zhu Wenxin had forecasted the "cold" of this year's cold winter as early as in July's interpretation of "2012 Clothing Industry Competitive Intelligence". In explaining, Zhu Wenxin also questioned the model that has been prevalent for many years.
The industry is encouraged by the fact that in order to alleviate the "customer's pain" and to tide over the difficult times, major brands such as Kinba and Tokio have resolutely canceled their ordering targets, and even some companies have reduced their ordering ratio and increased their own. Stocking, sharing risk with customers.
It is reported that seven wolves and other companies also took the lead in implementing a method to help customers digest stocks according to a certain percentage, based on the amount of new cargo orders recovered from customer stocks.
In addition to this, the concept of "wholesale to retail" has been highly valued as never before. In seven wolves, tyrants, cards, rich bird men and other brands, this seemingly simple, but in fact it is the beginning of a vast project to change the business model.
Hong Zhongxin stated, “The essence of our industry lies in the fact that we must have excellent store performance. Therefore, in the next phase of our work, we must shift our focus to the intensive cultivation of goods and terminals in order to enhance the level of development and change development. The model relies on vertical growth to drive horizontal growth.†It is reported that Kinba has long-term cooperation with professional retail design companies in the UK to improve the retail environment as a whole and promote the fitting-out projects throughout the country in the second half of the year.
Tang Aimin, vice president of marketing for Haopai, stated that 2012 is a year in which Haopai has made tremendous changes in its marketing management. The Shupai will adopt a series of policies and measures to provide support for customers, share risks, and improve channel management. The overall level of shop management, customer management, and product management.
People in the industry believe that whether it is canceling the order index or assisting in the digestion of inventory, or really put the “wholesale transformation retail†on the agenda, in this winter, brand companies have started to pay attention to customers and support customers. This is an industry. improvement.
It is the cold winter that we look forward to the abundant industry in the spring of reality. The sudden drop in order quantity has caused the local clothing industry to feel painful moments.
What is gratifying is that in the face of such a sharp decline, the apparel industry is not desperate. What is seen more is that companies are making pains to think and think of ways to break.
In the just-in-time ordering season, the reporter visited the ordering sessions of several brands. During this time, more than once I heard companies quote the famous Chinese godfather Zhu Wenxin's famous quote: “Today is cruel... and tomorrow is more cruel... The day after tomorrow will be wonderful. But most people will die tomorrow evening and will not see The day after tomorrow's sun.†This kind of encouragement sheds light on what many brands are thinking today. They know that this road will be even harder. They are also more alert. They are walking on the single-plank bridge step by step and are doing their best and they believe it. I will be the one who can see the warm sun in spring.
In any case, this winter is not only disappointing. As Hong Zhongxin put it, “If you don’t know this winter, if this winter comes suddenly, it may come quickly. Perhaps our reflection will not be so profound and so direct. Then, we may face greater risks in the future or even be difficult to recover.â€
No matter what, admiration for such a company can make a big step forward, and it can also reflect on itself; it can move forward boldly, and it can also take on its responsibility with the pain of a strong warrior.
This kind of company, through the cold winter, will usher in a more abundant spring.
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