Domestic Clothing Enterprises Enter Collective Sales Volume "Cold Winter"

< p > almost all the clothing brands are promoting sales, whether in Wangfujing, Xidan or Chongwen's major department stores and shopping centers.

In the Wangfujing boutique Bosideng boutique down area, the reporter saw "Bosideng new feather down 200, minus 50" signs.

In fact, this is not the only way to promote the new down jacket. In many down garments, there are three rows marked "319 yuan", "399 yuan" and "549 yuan" rush price new type < a href= "//www.sjfzxm.com/news/index_c.asp" > down coat < /a >.

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< p > Bosideng shopping guide told reporters that the new down jacket sold at the rush price was equivalent to 80 percent off.

However, even in the Bosideng area, even though the brand has given such a high degree of activity, there is still no scene for consumers to rush to buy.

The shopping guide said that this year, Bosideng down jacket was launched as soon as it went public, and its sales promotion efforts were stronger than in previous years.

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The sales volume of < p > a href= "//www.sjfzxm.com/news/index_h.asp" > Bosideng < /a "is inversely proportional to the intensity of the activity. The guide says that although the activity discount is very attractive, it does not attract many consumers.

"Our sales volume is not as good as before. Last year we had a counter in the four floor of Wangfujing department store, but this year it turned from a special counter to a special area and withdrew to a negative two level.

Next June, we may also remove the special area. "

The shopping guide said.

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< p > in Boston, Bosideng is straight down, but the Bosteng flagship store, which exists in a single store, can only rely on discounts to retain its popularity.

Reporters visited the largest Bosideng flagship store in Beijing, Xidan, and saw the sale of some "down jacket 50 percent off" at the door of the shop.

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< p > into the store, the reporter saw a slogan almost on the whole floor hanging "double festival Sheng, 2012 winter down jacket 25% off" slogan.

Store shopping guide told reporters, unlike in previous years, Bosideng new down jacket into the store began to discount.

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< p > reporter has learned that the flagship store has been continuously active this year, because it has a golden business circle, so it still maintains a high passenger flow and sales volume.

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< p > < strong > Guan shop is actually survival, < /strong > /p >

< p > according to the financial report, in the first half of the year, Lining closed 1200 stores, 1067 PEAK stores, and 77 Bosideng non feather down businesses.

This year, garment enterprises began to close up and close shop, which is closely related to their sharp decline in performance and high inventory.

According to the financial report, Lining's net profit dropped by 85% in the first half of this year.

PEAK's total revenue in the first half of 2012 dropped 28.5% yuan to 1 billion 610 million yuan from 2 billion 256 million yuan, while its net profit also dropped to 240 million yuan, down 43.3% from the same period last year.

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< p > although there is also a rise in net profit, it is also losing weight.

In the earnings report released by Bosideng, the number of non down clothing businesses decreased by 77, including 14 Bosteng men's shops.

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< p > Bosideng, the responsible person, said in an interview with the media that this year the whole garment industry is not in good condition, and sales in men's clothing is not as good as before. Therefore, Bosideng did not give men's distributors too much pressure on the index.

The official said Bosideng might continue to reduce the number of men's clothing stores in the future.

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< p > industry analysis shows that in the market environment of low consumption and sluggish industries, the loss of stores is equivalent to profits.

At the same time, enterprises will restructure their businesses and optimize their stores' structure, and ease the pressure of high inventory and sales decline through business adjustment. This is also a necessary measure for enterprises to reduce wastage and reduce costs in order to "survive".

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< p > < strong > sales volume declined by multiple factors < /strong > /p >

< p > by the macroeconomic impact, global consumption continues to slump, leading to a sharp reduction in the export trade orders of garment enterprises.

Ma Gang, independent critic of footwear industry, said that because China is a big exporter of "a href=" //www.sjfzxm.com/news/index_cj.asp "clothing trade > /a", the domestic garment enterprises are in the predicament of overcapacity in the situation of shrinking global orders.

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< p > "export clothing" can not go out "will be converted into domestic sales, which will make the competition in the domestic market more competitive.

Ma Gang said, "after decades of development, China's garment industry has entered a period of weakness and needs to be upgraded.

The blind expansion of enterprises before opening up the malpractice is also revealed with the saturation of the clothing market.

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< p > the cost of rentals, manpower, raw materials and other aspects, as well as the cost of circulation, make the price of terminal retail apparel climbing steadily.

Nowadays, clothes and shoes in the mall are less than 100 yuan, and there are only a few thousand yuan below.

Industry analysts believe that the virtual high price also makes consumers discouraged at the time of purchase, the amount of consumer purchase compression, the sales of enterprises will also decline.

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