Orders Decline, Clothing Boss Is Forced To Close.

Familiar with Yu faction

Consumers know that in order to prevent copying money, many wholesale shops of Chongqing clothing will cover the door with curtain. Only the more familiar customers will be allowed to enter. This practice is called "secret room" by businessmen.

But now, the "secret room" of Chongqing faction will be opened.

Declining orders, high cost, and some stores closed, Chongqing clothing wholesalers are facing unprecedented survival challenges.

In order to seek breakthroughs, more than 200 garment wholesalers in Chongqing fashion boutique recently held a forum to embrace the pformation of the retail mode.

Order decline

The clothing boss was forced to close.

Recently, it has been running for more than ten years in Chaotianmen Chongqing fashion city.

Mr. Gao, Mr.

The industry said goodbye.

He had to sublet his shops because of the falling orders and high costs.

"This year, orders can not drive factory operation."

Mr. Gao said that in the past two years, the clothing industry was weak, and orders were also experiencing a serious decline this year. Sometimes there is no order per day, and at most a good time sells more than 100 pieces a day.

But the expenses of store rent, factory operation and salesman wages make him feel a lot of pressure.

"It's too tired to do this."

Mr. Gao said.

The reporter has learned that Mr. Gao is not a solitary example.

Yesterday, reporters in Chongqing faction clothing boutique city on the first floor to see, there are more than ten shops.

"From the end of last year, people gradually quit, and nearly 30 households in the shopping mall withdrew from the garment industry."

Yu Pai clothing boutique city official told reporters that through shopping malls to understand the reasons for the withdrawal of merchants, these businesses are due to the difficult operation and abandon the clothing industry.

At present, it is not only the Chongqing style clothing boutique City, but also the other major shopping malls in Chaotianmen.

Mode trapped

Hindered by wholesale "walking on one leg"

Reporters interviewed learned that over the past two years, Chongqing faction clothing encountered difficulties, sales overall decline.

Qu Lunchuan, President of the Chongqing Fashion Association, said that because of the decline in the purchase and the impact of e-commerce, the business of Yu Pai clothing wholesalers is becoming more and more difficult.

Last year, for example, more than 280 merchants from Chongqing faction boutique city can earn about 10% of their profits.

Orders fell again this year, and some bosses had to close their stores.

A clothing owner revealed to reporters that last year, many clothing enterprises could reach about 2000 wholesale volume a day, but this year, three hundred or four hundred can be done a day.

"This is mainly due to the fact that there are several problems in the costume of Chongqing faction."

Qu Lunchuan said, on the one hand, there is no resultant force.

Yu faction clothing enterprises are small in scale, mostly in the production of women's clothing.

Most of these enterprises do not form a more perfect operation mechanism of modern enterprise system from design, production, marketing to management. Quite a few enterprises still have the shadow of family workshops, so it is difficult to exert the information integration effect of the industry.

The other is the weak ability of manufacturers and the serious homogenization problem.

"Every household has similar styles and colors."

Qu Lunchuan said that the cost of accessories and accessories of Chongqing faction is higher than that of coastal cities, and labor cost has no advantage, so it is not competitive from price.

Once Hangzhou, Wuhan and other places began to grab the list, Chongqing faction immediately had no advantage.

Third, only wholesale, not retail, completely abandoning the local market.

In the view of Qu lung Chun, the most serious problem is that the Chongqing style clothing has been used to wholesale "walking on one leg" for so many years. Once the external orders decline, the garment enterprises will immediately get into trouble.

In addition, some of the enterprises who have been selling the Internet have not yet "explored the road". They are basically at a loss.

In this regard, Shelley, director of the San Lu Guomin brand, has a deep understanding.

Lu Guomin said that in the past, when the business was good, the clothing bosses were accustomed to the wholesale "making quick money", and could not see the retail mode. In addition, the problem of imitation copy between Chongqing clothing was serious, and the bosses did not dare to do retail.

Retail pformation

Build factory store mode

Reporters saw yesterday in Chongqing boutique boutique City, many shops were covered with curtain screens, only the more familiar customers will enter.

This practice is called "secret room" by businessmen. In order to prevent copying money, the latest styles are hidden in the "secret room", only for old customers to choose. It is very hard for customers to buy them.

"The only way now is to do retail business."

Qu Lunchuan said, last week Chongqing faction clothing hundreds of households have held a forum to discuss the issue of retail pformation, basically reached a consensus.

In terms of specific operation, the mall took out 15 million yuan to carry out the pformation of hardware environment and outer packaging.

Clothing wholesalers should also open the "secret room" previously designed to prevent imitation and formally pform to the retail mode.

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From the "software" aspect, the mall will open the door ahead of time, strengthen unified examination and unified management.

"On the other hand, we will also help merchants change their business philosophy and adjust them from stocking, service, salesperson assessment and so on."

Qu Lunchuan said that the Chongqing clothing wholesalers were producing clothing in advance, but retail sales should be realized in the current season, and now they are now sold. This requires higher production capacity and stocking capacity for businesses.

Yu faction clothing boutique City responsible person said that under the current economic situation, the shopping malls and manufacturers only together to cope with difficulties, corresponding to the planning of Chaotianmen area, Chongqing faction clothing boutique city in advance to achieve the comprehensive development of retail and wholesale, in the future to build Chengdu Chongqing clothing factory's flagship store, mainly for display and retail.

The person in charge said that the shopping center will be completed in July at the latest.

At that time, the shopping mall will sign a business undertaking with merchants, carry out assessment methods such as star business selection and so on, and reward retailers for doing well. If they fail to meet the corresponding standards, there will be penalties.

Voice

Retail needs brand building

The reporter understands, at present, Chongqing faction clothing has already some businessmen taste the sweetness because of the pformation retail.

Ms. Cheng, who manages women's clothing in Chongqing boutique City, told reporters that in order to deal with inventory, he began to try retail mode in the past year, but unexpectedly, retail sales are far higher than wholesale profits.

Zheng said that the gross profit of the traditional wholesalers was around 10%, and the lower one was 7%~8%. However, at present, the "zero lot" of the surrounding counties and districts is gross profit of 30%~40%, and if it is a real retail outlet, the gross profit can be as high as 50%.

MS Zheng opened two stores last year, which is devoted to "zero lot" and retail sales in surrounding counties.

At present, this new mode of business has accounted for about 2/3 of the company's business.

Duan Yong, the head of Chongqing style clothing "kana Lei Shi", also said that the "order system" pattern of Chongqing clothing was extensive, and the real support still came from the retail business.

Next, Duan plans to hire two salesmen to do retail service.

"Retail sales also need branding and other support."

Zhou Qifeng, an associate professor of the clothing industry association of Chongqing Normal University and a member of the China Fashion Designers Association, told an interview with a Commercial Daily reporter that Chongqing clothing had to pform itself from three aspects. One is the change of the concept, the two is the brand image building, and the three is the operation mode.

Zhou Qifeng said that the clothing industry is no longer a low threshold industry, and the domestic garment industry has officially moved towards the retail era.

Today, when retail is king, enterprises must re understand the "new generation of consumer groups" and avoid the traditional mode of grabbing the market.

The "guerrilla" mode of production of Yu faction clothing has not been able to work. Instead, it needs its own fixed brand, and comprehensively builds brand strength through brand design, quality, service and other "soft power".