< p > > according to < a href= "//m.pmae.cn/news/index_c.asp > > listed company < /a > annual report, last year, the inventory of six major domestic sports brands Lining, Anta, PEAK, 31st degree, China trend and XTEP were 942 million yuan, 689 million yuan, 366 million yuan, 409 million yuan, 183 million yuan and 537 million yuan respectively, and the total stock amount exceeded 3 billion 100 million yuan.

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< p > this data is a typical example of the rapid expansion of clothing brands in China in recent years, the serious disconnection between order quantity and number of shops and market demand, and the further shrinkage of domestic demand and the tightening of domestic credit environment have become the last straw for China's clothing enterprises to run too tight and break capital.

The inventory crisis has made Chinese clothing enterprises have no other way to go except the price reduction and the cash flow recovery.

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< p > in addition, the Internet channel and Hai Lan home, Semir and other parity brands are doing well.

At the same time, brand clothing such as shopping malls and shopping centers in the shopping mall is in a state of sadness. Taobao and other Internet channel sales of low price clothing and Hai Lan home and other costumes are very prominent. According to the data released by Taobao, sales of clothing in 2013 only exceeded 1 billion yuan in the 40 minutes from the beginning of double eleven in 2013. Sales of leading brands such as Yin men and Han Dabie were also concentrated in solid stores such as UNIQLO, h&m, JACK&JONES and so on.

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< p > and among the many listed clothing companies, the performance of Hai Lan's home is significantly higher than expected in the first quarter of 2014. 2014q1 realized revenue of 2 billion 665 million yuan, an increase of 53.4% over the same period last year, net profit of 645 million yuan, an increase of 90.4% compared with the same period last year, while Semir also achieved a 21.1% profit growth over the same period.

This shows that the clothing market in China is not without demand, but the demand for clothing which is too expensive for shopping malls, so that we have to turn our eyes and appeals to other products or channels.

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< p > in the current oversupply of big a href= "//m.pmae.cn/news/index_c.asp" > market environment < /a >, residents' consumption affordability determines the price of clothing terminal rather than the cost of products to a greater extent. Therefore, no matter what measures are taken, returning the price to a reasonable price category acceptable to consumers and ensuring the profits of enterprises is the inevitable road for China's overall garment industry.

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In addition, brand clothing enterprises integrate vertical channels, join hands with processors, pfer processing costs to the processors through cooperation and cooperation, reasonably pricing, small batch production, fully aware of the characteristics of clothing as seasonal products, and control inventory costs. P

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＜p＞　　不把網(wǎng)絡(luò)銷售僅僅當(dāng)作打折甩貨的渠道，而是深度融合網(wǎng)上網(wǎng)下環(huán)節(jié)，做好“實(shí)體+網(wǎng)絡(luò)”的o2o模式，已經(jīng)成為＜a href="//m.pmae.cn/news/index_c.asp"＞服裝行業(yè)＜/a＞的業(yè)界共識，從這一模式中，借鑒得出品牌服裝降低租金和流通成本的方法：服裝實(shí)體店降低店鋪面積(減少租金)和產(chǎn)品庫存量，充分利用網(wǎng)絡(luò)平臺的展示作用，到店自動連入wifi官網(wǎng)，線上、線下雙體驗(yàn)，并最終通過網(wǎng)絡(luò)訂貨，將消費(fèi)者需要的產(chǎn)品從原產(chǎn)地直接寄送給顧客，而非實(shí)體店提貨，這樣就免去大批服裝從原產(chǎn)地到經(jīng)銷商再到零售商的諸多中間環(huán)節(jié)，節(jié)省流通成本，且也有助于實(shí)現(xiàn)本文的另一觀點(diǎn)：即品牌服裝須實(shí)現(xiàn)網(wǎng)上、網(wǎng)下同價(jià)，不讓網(wǎng)絡(luò)渠道擠壓實(shí)體店的生存空間，也不損害企業(yè)建立的品牌形象。

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