Wenzhou Clothing: Early Response To Inventory Initiative To Reduce Growth Expectations

10% of the stock is so refined.

"In the first half of this year, the stock of Keke tree was about 10%, compared with 20% in the same period last year. 70% of the franchisees have increased sales in varying degrees. Some terminal stores will achieve zero inventory after return. Recently, the reporter heard such a good voice in Keke tree.

Last year, Kee tree officially changed its way from the original head office to the franchisee, and the franchisee returned from the original 100% to become the 10% replacement today. In order to reduce the inventory pressure of franchisees and improve effective orders, the company strengthened its orders and terminal control training for franchisees in 2010. The annual training budget increased by about 600000 yuan. At the same time, the company's marketing team has increased the intensity of inspections to adjust the terminal.

It is reported that so far this year, there are more than 1000 stores in the country. The sales department has visited more than 730 stores, and the travel expenses have increased by more than 100%.

"Each store adds 5 stocks, and 1000 stores increase 5000 stocks." Zhou Zhihong thinks, like long dragon tail, the head of Brand Company put a pendulum lightly. The tail of the more than 1000 shops may be thrown far away, and the data will be distorted. Therefore, from each terminal store, the correction and adjustment will be faster and more realistic.

In fact, for so many years, Wenzhou is like a good bird, Jordan and so on. Clothing brand The training of terminal agents has been intensified, and the control of terminals has been strengthened to control inventory effectively.

Initiative to reduce growth expectations

"The market demand in the second half of this year may continue to be weak. Now it is adjusting the winter order as much as possible, even if the winter clothes are removed from the car, it will be stronger than being put into stock." Recently, an urban enterprise manager said. This year's market demand is far lower than the company's expectations. The order plan that had been completed last year can be lowered as much as possible. Last year, Zhou Zhihong set the brand growth rate at 30%, when many people did not approve of such a "empty look" attitude. But today, it seems to be fortunate.

Zhejiang red, yellow and blue Clothes & Accessories Limited by Share Ltd responsible person also admitted that in the first half of the year, the company consciously adjusted the order plan in the second half of this year, which has never been adjusted in previous years. In addition, in terms of investment, companies are more cautious about choosing new shops.

"The situation in the second half of this year will be even more serious." Has become the consensus of many garment enterprises.

Zhejiang Austrian nears Fashion Co., Ltd. has launched this year's volume customized sales method, in addition to catering to the needs of personalized consumption and services in the market, it also facilitates more effective control of inventory.

Slow down a bit slower.

Last year, the British style brand named "lilt" officially launched its operation. After a series of preparatory preparations, the new brand's investment promotion meeting was very successful. When Wu Zhize's team was ready to do a big job, the group chairman, however, poured cold water on them: slowing down the pace and not spreading it too quickly.

Ruian foreign trade Clothing enterprise Wenzhou strong Ju Clothing Co., Ltd. launched the domestic clothing brand "IGO" last year. Currently, it has opened 8 clothing integration stores in the hypermarkets of Hangzhou, Nanjing and Shanghai. Although he has made enough preparations for the brand, Li Huaiye has decided to slow down. Red, yellow and blue brand new children's wear brand FAN&FAN (Christine Fan), so far only opened 3 stores. Pepe Bea Bea, chairman of Zhejiang Clothing Co., Ltd., Huang Shiyi, also called "slow" for the development of Italy's high-end children's clothing brand.

In the current part of the new brands in Wenzhou, people are not looking at the drastic measures of the 90s of last century but slowly carving. At present, the management mode of many garment enterprises in Wenzhou is transforming from extensive to meticulous. Some enterprises believe that at present, problems such as excessive brand expansion and other long-standing problems have been gradually exposed. High inventory is one of them. This is also the general situation of the domestic garment industry. It will directly affect the healthy development of brands and even enterprises. Therefore, the whole industry needs to "slow down a bit slower".