Reporter Sun Yuxiang Lin Shan
Xtep Children's Wear has become a "regular guest" on the quality unqualified list. On June 8th, Beijing Business Daily reporter learned from a batch of unqualified list published by Zhejiang Industrial and Commercial Bureau that Xtep children's wear was on the black list. In the context of the saturation of the men's and women's wear market, the children's wear market has become a new growth area, but for the special step children's wear, the quality of the black list, the closure of hundreds of children's clothing stores, the decline in net profit, Xtep children's clothing in the fierce market The competition began to fall behind.
In the above-mentioned unqualified list, the pH value of Xtep Children's Denim Pants produced by Xtep (China) Co., Ltd. was unqualified. It is understood that there are many reasons for the unqualified PH value of clothing. After the printing and dyeing process, the fabrics are dried and dried without sufficient washing. At the same time, some neutralization measures are not taken, which is the main reason for the unqualified PH value. Etc. will also cause the PH value to be unqualified, and the pH in the clothing will exceed the standard, which will reduce the immunity of human skin.
It is worth noting that this is not the first time that Xtep Kids has reached the unqualified list. According to public information, on May 25, 2016, the Jiangxi Provincial Administration for Industry and Commerce released the results of the quality inspection of the goods in circulation in 2016. It showed that 50 batches of unqualified children's clothing were exposed, and the sample trademark was Xtep Children's Wear.
The relevant person in charge of the Consumer Protection Bureau of the Jiangxi Provincial Administration for Industry and Commerce said that children's clothing products are not qualified and the producers' legal awareness is weak, and they are not familiar with the state's laws and regulations on product quality. Many garment enterprises have insufficient understanding of standards and product quality, or have no means of detection and are unwilling to go to the inspection agencies for testing, or are driven by interests, thus causing the phenomenon of mislabeling or disorderly components and content.
Behind the quality of the black list, Xtep’s performance also shines red. According to the 2016 financial report released by Xtep, Xtep's total revenue last year was 5.397 billion yuan, a year-on-year increase of 1.9%; but the net profit was only 528 million yuan, a sharp drop of 15.2% year-on-year; the net profit margin was only 9.8%. The lowest record of the special step in the past five years.
In the children's wear business, Xtep officially launched the Xtep Children's Wear brand in 2011, and in 2012 set up Xiamen Xtep Children's Products Co., Ltd., which specializes in the operation of the brand. In 2013, Xtep’s revenue from other products increased significantly by 114.9% to 160 million yuan. One of the reasons was the increase in sales of Xtep’s children’s products. In 2015, Xtep's children's brand sales points expanded rapidly across the country, adding 100 new ones, bringing the total to 600.
However, in 2016, due to insufficient operating capacity of children's store sales outlets, Xtep made a drastic abolition of the sales points of children's brands. In the past year, Xtep has closed about 350 children's stores. Due to the large decline in the number of children's stores, Xtep had to reorganize the children's business unit. For the performance of the past year, Xtep said that the restructuring and adjustment of the children's business sector has become one of the important reasons for the decline in net profit.
In recent years, the consumption scale of children's wear in China has been expanding and maintaining a high growth rate. According to the report of the China Industrial Research Institute, the scale of China's children's wear market has reached 137.2 billion in 2015, with a growth rate of 8%. In 2017, China's children's wear market scale market size exceeded 150 billion. In the context of the adult clothing market becoming saturated, the children's wear market has become a new growth area for the development of the apparel industry.
Cheng Weixiong, a senior observer in the apparel industry and general manager of Shanghai Liangqi Brand Management Co., Ltd., said in an interview with Beijing Business Daily that with the opening of the second-child policy, many sports brands also intend to seize the opportunities to develop the children's market and develop children's products. . For some children's wear brands that have already developed, Xtep Kids is difficult to surpass in the short term. In today's fierce market competition, Xtep Kids does not have a first-mover advantage, or even has fallen behind.
Compared with Xtep, Anta launched the children's sporting goods series in 2008. In the first half of 2016, Anta's children's clothing contributed more than 30% of revenue, accounting for about 10% of total revenue, and in the continuous growth, the children's wear brand became an important part of Anta. Source of revenue. Cheng Weixiong said that under the competition of Nike, Adidas and domestic sports brands, how to maintain differentiation and reduce homogenization and strengthen quality control is a key issue facing domestic children's sporting goods production companies.
(Source: Beijing Business Daily original title: repeated quality black list special children's clothing off the team)
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