Since 2011, there are enterprise's reform futures, wholesale and retail channels, flattening and strengthen the supply chain management, but to really implement the action level are much more slowly, until 2012, 2013 outbreak of inventory and channel crisis, enterprises to the beginning of a truly comprehensive action. In 2013, many clothing enterprise instead of the pure futures group cargo mode, no longer dominated by order of the whole company business. Aokang positioning the enterprise from "shoemaking enterprise" to "retail clothes", adjust the structure of channels, mainly from the join channel mainly to retail channels, strengthen the terminal retail management, promote sales consultant type, new products listed by the traditional four seasons are divided into eight seasons, according to the characteristics of each XiaoJi development new product. By li ning company to launch a quick goods every month, it by the product manager, according to the latest trends and sales data product planning, in mature product design improved fast, according to data, li ning, the current rapid response products accounted for 10% of the total sales to 20%, but sold out rate and gross profit margins are higher than the commodity futures.

Inventory and channel crisis, perhaps, is the youth of China's garment industry a unable to forget the pain, but throes let move pace, China's garment industry leading garment industry from the past "do products, advertising, storytelling" brand wholesale SanBanFu to "do the products and marketing, telling stories, integration of supply chain, to supervise all fine retail channel terminal" the whole process of fine management transformation.

Retail is king, franchisees gradually into a supporting role

Two real cases. The first case occurred in yibin in sichuan province, a local friend opened two shoes city, the main women's shoe brand, is a domestic sports brand franchisees, in the first half, he wants to expand a business scope, entrust the author find several high-profile fair maiden outfit or big fair maiden outfit brand. I had been searching the domestic many women's clothing brand, also asked many weibo friends, ask the result beyond forecast, don't do that to meet the requirements of his brand, it was all about the brand retail business or a provincial agency directly. Another case occurred in the central plains, henan friend is an old man's province generation, in the local has a strong stores resource and operation team, recently affected by acting brand business strategy, the company inventory, performance in general, want to expand the brand line to increase performance, dissolve the operating risk. The boss always wanted to do a new men's wear brand province generation, but brands is not set up provincial generation, only to be set up in market level regional franchisees, market to the prefecture level and focus on the county level decomposition, franchisees direct docking brand company. Men's talk, and talk about women's clothing, the peripheral market in zhengzhou joined A shenzhen women's clothing brand, the author help his approach to brand, the market A brand retail lock, market by A ladies joining trader lock B, friend basic didn't have A chance to participate in the company. This two case is no accident, the author and a founder of domestic women's clothing brand communication, now a lot of big brands is given priority to with directly, key market directly by the company to establish a branch or office is responsible for management, company management place to set up franchisees as auxiliary channel cover, if there is only one or two port good store, just want to talk to join, brands may not have enough interest.

Early in development, franchisees can fill brands funding gap and remote management ability weak, in the middle and later development, the two boards were soon brand huang, simply relying on the brand good or good fortune of franchisees to the value of brands is not available. At present, the rapid development of commercial real estate, grocery, super fast sinking into second - and third-tier markets, the rapid development of electrical business, find store openings for brands has brought great convenience, brands directly facing the consumer is no longer difficult. So, stores and franchisees to "fight", the same market agents and small franchisees "about" happens quite often. In the second half of 2013, the sea rings of backdoor listing is successful, market value of more than min faction the sum of the three men's wear, home of sea billow neither how many stores, also does not have own factory intermediary enterprises, it is the only have retail business model and large retail management team. Predictably, the domestic garment market for quite some time will be: retail VS to join (including online retail VS offline join), big retailers VS small retailers, large stores VS small shop is a series of knockout, wholesale mode of China's garment industry will be a thing of the past, retail is king era is coming.

Electricity and cold double, entity channel evolution

In 2013, the Korean clothing house become another after ZARA clothing enterprise learning objects, and la national wind, because of the tendril cotton wind also flawed. But another extremely mecoxlane online brand and that performance is not satisfied. Domestic electricity clothing first wave mecoxlane, in the first quarter of 2013 revenue of $21 million, compared with the same period last year fell 43.5%, a net loss for 4.2 million; In the second quarter net revenue fell 44.1%, a net loss of $6.2 million. Mecoxlane is online and offline, catalogue mail-order sales channels, online channel products are basically the same, but the price is different, there is no force cooperative engagement between channels. The country's largest B2C clothing enterprise vancl, announced earlier this year to do online belle, both to their own brands, to do Taiwanese businessmen. Around 2010 every guest, influence heyday, par jingdong, now its platform will influence behind only product and dangdang, own brand competitiveness is weaker than clean out the top of the brand. From PPG follower to self-built logistics, to the transformation of Taiwanese businessmen, to do online belle, every guest in trial and error, also fell several times in his own manufacturing mistakes.

Electricity consumption is undergoing upgrade period, consumers are from the early "bargain hunting and find fresh" to "quality and tao tao brand". 2012, double tenth, ali is a huge success, many people will be summed up in the success of the channel, a lot of traditional clothing companies also see electricity as revolutionaries, "selfless" into the electricity business circle. 2013, double tenth, ali is a more successful, the offline brand participants also made proud achievements, many people began to wake up, electricity is a reformer, real push for consumers or the power of the brand.

Most clothing enterprise, and the limit of the channel structure and development of electricity, faced with the offline channel system for the crisis of passengers trigger chaos channel system, development of electricity, and under pressure to online passenger robbed by competitors. Online and offline integration became clear the choice of channel conflicts. In October, Smith barney costume to take over the bond purchase network operation, and has opened more than in the country to experience store, users can use a mobile phone to make the fitting number, mobile payment, pay close attention to its public can bind the membership card. Metersbrowne Smith barney's founder, said the state purchasing network will be used to fit the Smith barney costume fusion entity stores and the Internet, hoping to provide consumers with life style shopping and Internet shopping interactive experience. And Smith barney experience shop is different, more pay attention to the integration of online jeanswest, jeanswest store sales in all styles, 98% are the same as the entity shop design, consumer took a fancy to a certain style of clothes, and place the order online, through the system of information processing technology, the site will be displayed with the clothes and the store location closest to the consumer, the consumer can directly to the store to buy, if consumers online from top to bottom, the system will automatically locate the location of the consumers in provinces and cities, from the nearest warehouse to deliver goods, and give the sales division to offline subsidiary of actual delivery.

Here to advise the slow response of traditional enterprise, the consumer has adapted to online hybrid sales experience, if you still keep the inherent distribution channels, not willing to pay for a new channel of consumer groups to provide convenient cheerful sales and service, then you will be left behind.

If large inventory is one of Chinese clothing bar mitzvah little test, so are going through and the experience of moderate growth is Chinese clothing cannot bypass the hone period, only a steep slope, to reach new heights.