"My mood is very heavy. This kind of heavy continuation lasted for almost a year... We have experienced the worst market decline in our history..." This is a member of the company's Chairman Ren Hongming, who has been circulated on the Internet recently. A letter of "" revealed in the language helplessness. China's casual men's first-value brand of tyrants and men's wear has not been able to survive in the cold clothing industry in 2012, and the entire Quanzhou clothing company has encountered the dilemma of “clothing companies do not produce inventory for three years” after being brilliant for six months.

Chairman of the company exposed "internal and external problems"

The familiar slogan “Concentrated Jacket” has made Rimula Menswear one of the well-known brands of Chinese consumers, and has also made Rimula Menswear into the top three companies in the Chinese men’s brand market share. After entering the year 2000, according to the data disclosed at that time, JinBaBa sales have reached more than 2 billion yuan, and plans to land on the capital market as early as this year.

However, a letter from the chairman of the company to employees has recently flowed out of the company. In this nearly 3,000-word letter, the chairman of Ba Jin Menswear Hong Minming frankly stated, “We have been experiencing the worst market decline in history this year.” However, Hong Yuming did not disclose the specific operating figures in detail.

In addition to the "downsides" of the market downturn, this credit has long talked about "internal concerns" - there are many problems in the management of Jinba men's clothing, such as management disorders, employee and management corruption due to their own interests. “I constantly realized that the current internal management and work style issues of RPG have far surpassed the market’s impact on us.” Hong Yuming said in the letter, “At present, our own lesions have appeared and the external environment has increased this. The harm of this kind of pathological disease will not face our own problems, and the vision of achieving a great company may really become a dream."

Regarding the authenticity of this letter, yesterday's reporter called the Jinba Men Brand Management Department. A department official confirmed to the reporter that the contents of the Chairman's letter were true, but the responsible person stated that this was a matter within the company, and There is no relationship outside. Since Rimuba Menswear is not a listed company and cannot access more information about the company’s operations, a person in charge of a large headhunting company in Fujian told reporters that in the recent three years, Rimbagh’s men’s clothing has basically changed their position as a “stagger”. .

Chong performance caused by the backlog

Ma Gang, a senior observer of the clothing industry, stated that after several decades of development, the apparel industry has entered a period of weakness, and it is urgently necessary to upgrade and upgrade the company. “Ba Jin Ba is not a case. The entire garment industry is experiencing a cold spell. Quan Quan cannot avoid it,” said one executive who had served on the card.

In the first half of this year, the performance of Quanzhou's clothing companies has raised questions about the prediction that “clothing does not produce inventory for three years.” The executive said that the gratifying performance of Quanzhou’s apparel companies in the first half of the year is more of a result. "Inertia" increases. As the Seventh Wolf semi-annual report mentioned: "Because orders will lock in performance ahead of schedule, the wholesale part of the business has not been affected by the peripherals so as to ensure the realization of the company's business objectives."

The reporter learned that the men’s wear brand’s order will generally be held half a year ago. The income of spring and summer clothing this year comes from the order in August and September of last year. “The garment industry before the fourth quarter of last year was still immersed in the joy of the previous year's outbreak. Therefore, in August and September, dealer orders were still passionate and courageous.” said Mr. Lin, a person in the industry.

Mr. Wang, a provincial-level agent of Jinba men's clothing, said that in the past few years, in order to impact performance, many apparel companies, including Jinba, are accustomed to allowing franchisees to enter a large number of goods in the development of the franchise. The performance on the surface is very good, but the actual goods are not Selling is only in the hands of franchisees. With the current sluggish consumption, terminal backlogs are bound to be transmitted to the upstream links.