The Clothing Industry Is Still Not Optimistic.

< p > "in recent years," a href= "//www.sjfzxm.com/news/index_c.asp" > clothing < /a > brand talks about shop discoloration, and the phenomenon of store closing and closing continues to spread to the size and brand, and there is no sign of improvement.

Careful observation will find out the reasons for closing stores: 1. crowded together and competing to raise the rent; 2., the size of the shop is different, the difference is too great; 3., there are problems in the adaptability of different brand positioning; 4., the image of hardware decoration has been changed too frequently, the cost is too high; 5. the commercial real estate rent bubble.

Cheng Weixiong, executive director and general manager of Yalu holdings, wrote on his personal certified Sina micro-blog.

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< p > as Cheng Weixiong said, since 2012, clothing enterprises generally have problems such as tight cash flow, declining profits and increasingly prominent contradictions among dealers. The traditional business models of garment industry are facing major challenges. Closing stores and discounting inventory have become the most direct manifestation of the apparel industry.

This situation lasted until 2013. This year, "Guan Dian" is still the key word in the clothing industry. In 2012, Giordano closed 163 stores in the mainland, and it closed 7 stores in the three quarter of 2013. As of the first half of September 30th last year, 503 stores were reduced in Boston, and the number of seven wolves in the first half of last year also decreased by 152. China's trend, 310 degrees, Anta, PEAK, XTEP, Lining and other six well-known domestic sports brands had closed 2249 in the first half of last year.

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Specifically, in 2013, the domestic garment industry showed three characteristics: many garment enterprises entered the moderate growth period from the high growth period of previous years, especially the large garment "a href=" //www.sjfzxm.com/business/ "> business performance < /a > basically no growth, even if the growth was less than 5%; the M & A incident increased, whether it was mergers and acquisitions of domestic enterprises or foreign enterprises, the essence was to leverage the third party resources with capital means, so as to achieve breakthroughs in the moderate growth period at present; the view of electric business changed from" discount platform "to" an important sales channel ", and more calm, and made a lot of marketing schemes of" grounding the gas ".

Shoes and clothing industry researcher Ma Gang analyzed the China Economic Times reporter.

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< p > Ma Gang believes that the clothing industry in 2013 will have a great impact on the trend in 2014.

At present, the moderate growth period of the clothing industry is relatively long. Not only 2014, 2015 and 2016 are still at this stage, but this is determined by the commonality of industrial upgrading and pformation.

For garment enterprises, the old routines such as crazy shop and Bo eye marketing have not stimulated the growth of garment enterprises' performance. The new growth will be achieved through the acquisition of other brands or channels, and the deep integration of the Internet with other new business models.

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< p > in fact, the garment industry has shown this trend in 2013. For example, Metersbonwe, Pathfinder and so on all test water o2o, Semir cooperate with many foreign brands to introduce products into the Chinese market, and more and more Chinese designers create their own brands and online stores.

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< p > besides, there is another notable trend that clothing companies have put their eyes on the three or four line cities.

Cheng Weixiong also wrote in his micro-blog: "the three or four line market is the real China" a href= "//www.sjfzxm.com/news/index_s.asp" > market < /a >, there is high-end consumption of local tyrants, but more is mass consumption. In the future, the mainstream market of supporting mass brands to become bigger and stronger is on the three or four line, and the second tier market will become more and more internationalized, so it is a good choice to make a good image.

Efforts to study the three or four line market needs, to meet the three or four line market brand spring has not really begun, for low value oriented wholesale brand, premium space will narrow.

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