< p > in recent years, Lining and other domestic a href= "//www.pmae.cn/news/index_f.asp" > clothing enterprises < /a > are suffering from the severe test of high inventory pressure.

Data show that only 22 A shares listed companies in the third quarter of the total inventory value of 38 billion 200 million yuan.

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< p > industry estimates that these inventories take about 3 years to digest.

At the end of the year, clothing companies have launched promotional activities such as discounts, time limit snapping, and so on.

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< p > in recent years, with the adjustment of garment a href= "//www.pmae.cn/news/index_c.asp", the adjustment of market pattern and the rapid updating of consumer groups, the overwhelming majority of garment enterprises in China feel the pressure of competition.

Take Lining sports brand as an example, it occupies an important position in China's sporting goods industry for a long time.

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< p > in recent years, due to the fact that Li Ning Co's brand positioning is still not accurate and its development ideas are not clear enough, the effect of product structure adjustment is not significant. Li Ning Co has problems such as product inventory backlog, management changes, and company performance decline.

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< p > Li Ning Co released interim results this year showed that its operating income decreased 9.5% in the first half year to 3 billion 880 million yuan, net profit dropped 85%, only 44 million yuan, the number of retail outlets decreased by 952, and the remaining 7303.

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< p > the reason why Li Ning Co has business pressure is that it has not grasped the changing market.

Although Li Ning Co has realized at the beginning of the pformation that the new generation of young people is the main buyer of a href= "//www.pmae.cn/news/index_h.asp" and sportswear /a brand, Li Ning Co has not been able to seize the valuable opportunities according to the original plan and pform and upgrade itself.

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< p > at present, more and more "post-80s" and "post-90s" are keen on online shopping, but Li Ning Co has not poured enough energy into network sales.

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On the contrary, Li Ning Co has even been more enthusiastic about the expansion of traditional sales forms, increasing the number of physical stores and expanding the size of each store for a period of time. These measures not only failed to make the company achieve the expected sales performance, but also occupied a limited amount of liquidity, and the huge increase in labor costs and housing rents had greatly affected the performance of P.

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If Lining and other clothing brands want to tide over the difficulties at an early date, we need to further clarify the core target audience of the brand, optimize the supply chain, commodity mode, sales and other links, so that consumers can get enjoyable purchase and use experience. P

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At the same time, we should strengthen the analysis and research of market maturity, industry development mode and consumption trend, combine market demand with "tailoring", closely track the change of consumer demand, and enhance the vitality of our brand with personalized service.

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