Daphne'S Big Layoffs Reflect The Difficulties Of Many Brands In The Apparel Industry.

Recently known

Daphne group plunged into a "layoff storm", its internal staff 27 days broke the news, the group plans to lay off 300 people.

This seems to be only a microcosm of the "depression" of the garment industry. Because of declining performance, many brand stores in Changsha can only turn off some stores.

More insiders pointed out that the current domestic apparel industry inventory, 3 years can not sell.

Phenomenon

"Big shoe companies" big layoffs

Recently, Daphne employees broke the news on the Internet, saying: "Shanghai headquarters has left dozens of employees, many of whom are old employees."

Subsequently, media reports said that Daphne was in the process of large-scale layoffs. Its three business executives of the Ministry of electronic commerce were all laid off, and plans to lay off 300 people in the near future.

In response to this "layoffs storm", Daphne group responded that this is the group's organizational restructuring.

According to the reporter, Changsha Daphne store temporarily received no news of layoffs.

However, the Daphne layoffs storm also reflects the difficulties of many brands in the clothing industry.

Changsha brand store closed

Careful citizens will find that many brand stores in Changsha have exchanged blood frequently in recent years.

Due to the economic situation, geographical location, passenger flow and other factors, the number of brand shops located on Wuyi Road, such as Yi Min, free space, Gloria near the railway station, Ayilian on the pedestrian street, all disappeared.

Zhao Xue, head of Baleno's marketing department, said that the company's performance has dropped by two to 30% this year, and several Changsha stores will be closed by the end of the year.

"Not only is our performance declining, but also other brands are similar."

Affected by the domestic economic situation, the sporting goods market in the first half of this year is also weak. Sales and net profit of Lining, Anta and 31st degree have declined to varying degrees.

Among them, Lining dropped the largest, net profit fell 85% in the first half of the year.

Lining executive vice president Jin Zhenjun said that in the first half of the year, the company closed 952 stores, and the intensity of closing stores in the second half of the year will be reduced.

The shopkeeper was very disconsolate and vigorously promoted sales.

According to the reporter's understanding, the shopping malls such as Wangfujing department store and Ping Hun hall around the May 1 square in Changsha have increased the scope of the "discount tide". Basically, all the brand stores on each floor have marked discounted information.

At the C&A brand store in Lok Ho City, the slogan "last price" can be seen everywhere. The shirt with a price of 59 yuan is only 29 yuan after the discount.

"After more than 10 years of business, business is the worst this year."

Lin tsai opened a clothing store in Cai E road in 2000, when the monthly rent was 2700 yuan / month, and now the monthly rent has risen to 7000 yuan / month, the annual rent will be 84 thousand.

The word "big sale" at the shop window is very eye-catching. Lin's face is disconsolate in the face of accumulated underwear.

Broken bureau

Online shopping, group buying as the main consumer

Offline

Under the current downturn, online trading has become the main force of consumption.

According to the statistical report of the July 2012 national group buying market released by Lai excellent network, it showed that in July, the 58 group buying group opened 9967 stages, sold 2 million 110 thousand products, increased 103% in the ring, and the total paction volume was 75 million 910 thousand yuan.

According to the "2012 online shopping consumer survey", the number of online shopping users reached 212 million in 2011, and the online shopping market scale increased by 72.9% compared with the previous year.

On average, each online shopping consumer went online 18.2 times in 2011, an increase of 15.2% over 2010, and the average online shopping amount was 4341 yuan, an increase of 28.8% over 2010.

White collar Deng Yue has nearly 4 years of online shopping experience. She admitted that the more expensive clothes in the market are the main reasons for her online shopping.

"Sometimes I go shopping in the mall, and I have thousands of thin clothes. If I buy online, I can buy more things with the least money."

Influence

Business is less than 30%

Prior to this, Adidas was trapped in cost pressures and other factors, and many domestic foundries to lift the OEM cooperation, causing controversy.

According to the reporter, in Zhuzhou, household clothing shops abound, Tan Guangming opened a family.

"Received in the first half of this year.

Less, less than 30% last year. "

Tan Guangming told reporters, "like our family workshop, the profit is very low. Many factories fail to close down, or else they earn too little money and close the factory and find a way out."