2012 The Plight And Adjustment Of The Clothing Industry

2012 for China clothing Industry, it can be said with a rich "expression" wandering ahead of the year. This year, for many enterprises in the industry, it is generally a year of clenching fist, exploring, adjusting and upgrading. Relatively calm Designer They are also working hard to promote the further development of the brand and expand the influence of their design. The relevant industry associations are doing their tireless efforts in seeking better development direction for the industry.

Looking back on the ideal "fullness" and the reality of the "sense of the bone" after several years of collision, domestic and foreign market demand is facing double pressure. The traditional advantages of the original garment industry are gradually losing the traditional advantages, and the upstream and downstream industry chain can not achieve good docking, and sales channels need to expand and other difficulties, which are restricting the development of garment enterprises to a large extent. On the other hand, with the growing popularity of the domestic fashion industry, the fashion industry is moving forward rapidly at the stage of health, vitality and maturity, and the new business mode has begun to develop towards scale. Brand clothing Net sales performance has also achieved gratifying results.

Combing the great events of this year, we hope that we can learn from the experience of joy and dig out new growth points from the predicament of loss. It is believed that with the gradual deepening of the industry situation next year and the vigorous advance of related support policies, the Chinese garment industry will show an upward trend in the development of structural adjustment, original strength and new growth mode. The Chinese garment industry will gradually get out of the "cold winter" to embrace the new spring.

Gradual loss of traditional advantages

This year, the garment industry suffered from internal and external attacks, and the survival of enterprises was once in a predicament. In 1~9 months, the income increase of 14328 garment enterprises above designated size was only 10%, down 3 percentage points from the beginning of the year, and the average level was also below last year. It was not until October that the Chinese garment industry finally ended the 13 consecutive month of negative export growth and was extended in November. The latest statistics show that 1~11 months in China Spin Clothing exports totaled 230 billion 827 million US dollars, an increase of 2.08% over the same period last year, and the growth rate picked up 0.08 percentage points from 2% in 1~10.

Although the textile and garment industry in the three quarter began to stabilize gradually from the turbulence, indicators have improved since the fourth quarter, but the textile and garment industry chain has to recover from upstream raw material manufacturing to downstream terminal sales. The export volume of garment industry will remain at a low speed for a long time, and the operation pressure will continue to exist.

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In the past, the traditional advantages of labor, raw materials and processing relied on the rapid weakening and loss of the garment industry in China. Chen Dapeng, executive vice president of the China clothing association, likened the image to the disadvantages of earning a "razor blade" profit. The industry in the future must speed up its efforts to get rid of the "short value plate" problem through brand building, integration of resources and upgrading of channels, and strive to keep pace with the market environment and economic changes at home and abroad.

Future competition supply chain

"The value of this button is no longer the surface value we see, and it itself has a pricing power, and its value is created by the whole supply chain," the value of the button is no longer the surface value we see. In June 19th, at the 2012 global textile and apparel supply chain conference in Ningbo, Fu Guangwei, deputy director of China Textile Information Center described the textile and apparel supply chain.

With the opportunity of the 2012 global textile and apparel supply chain conference, the textile and garment supply chain alliance was established. Based on the cooperation of supply chain management, based on the core members, clusters and excellent enterprises of the alliance, a series of projects and cooperation were implemented and implemented, so as to realize the knowledge sharing, information sharing, experience inheritance, resource integration, industry Kanban establishment, business model exploration and the final strategic cooperation of the members of the alliance, so as to achieve the goal of "win-win" or "multi win" in the supply chain cooperation mode.

Editor's comment:

On the long chain of China's textile and garment industry, enterprises pursue the maximization of interests in the common market, resulting in asymmetric information in competition. With the further development of global economy and international division of labor, the competition of textile and garment industry will be more manifested in the competition of supply chain management in the future. China's garment enterprises need to integrate their advantageous resources and improve their own supply chain. For enterprises, the completion of this process will also gain more than 5% of the profit growth space.

International confidence

In September 8th, Wu Qingqing once again stood on the stage of New York fashion week, sending out the voice of Chinese designers to the whole world. In 2011, he took his brand to New York fashion week for the first time and gained wide attention. It is the first Chinese designer to be able to stand on the same stage of New York fashion week for two consecutive years.

In September 26th, the design director of parrot cashmere, Chinese designer Liu Fang, took the Paluopo by Liufang high-end cashmere series in the 2013 spring summer Paris fashion week's China in Paris official activities. This has also made the designer dream of running a show in Paris.

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In recent years, in the face of the "high threshold" of the four international fashion week, more and more excellent Chinese designers have passed bravely and achieved good results. This is not only for designers themselves, but also for China's clothing industry a great encouragement and promotion.

However, after comparison, we will find that compared with the fashion week that "leads the international trend", Chinese designers are paying more tribute to fashion week and fashion itself. Even the designer's works with strong "Chinese style" charm will be more or less discounted due to the "acclimatization" of the culture. Even if designer brands find suitable buyers or successfully open stores abroad, China's fashion discourse power is obviously lighter on the international fashion stage.

No matter from the elements of style, edition, color, etc., our designers often close their works to the international fashion trend, and few examples of international famous people dig the Chinese popular standard elements as key points. In this regard, Chinese designer brands are really working hard, believing that with the increasing number of people infected by their talents, Chinese designers will surely be able to stand in the ranks of international fashion circles.

Original strength is pushing hands.

China International Fashion Week has gone through 15 spring and autumn weeks. It has become an important platform for fashion publishing, cultural creativity and design exhibition, which is widely concerned at home and abroad. Since its establishment, more than 310 designers from over 10 countries and regions in China, Japan, France, Italy, the United States and Britain have held press conferences with nearly 340 Chinese and foreign brands. This platform leads the transformation of China's garment industry from traditional manufacturing to independent brand management, and guides designers to change their roles from the stage performance of fashion art to the practice of industry. At the same time, for China's clothing to enter the international market, build an internationally renowned independent brand, cultivate a large number of outstanding design talents and lay a solid foundation for industry.

After many years of exploration and improvement, during the 2012 China International Fashion Week (2013 spring and summer series), there were altogether 50 fashion brands and agencies from home and abroad, 51 Chinese and foreign designers and 150 design rookies, including 44 fashion shows, 5 design competitions finals and other professional activities in 751D, PARK, Beijing Hotel and so on. With the maturity of fashion week, a number of Chinese clothing original design brands and designers are growing up.

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The "China's International Fashion Week" founded at the beginning of the year is suitable for the establishment of China's international fashion week. Since then, a group of "ignorant" designers and their brands have been "crossing the river by feeling the stones" at the same time, and have begun to explore the concept of substance. Although there is still a considerable gap between the top international fashion week, China International Fashion Week has always insisted on and promoted the development of China's original power towards a higher international influence. Among them, it is to promote Chinese designers and their brands to continuously enrich their connotation in competition, while fully developing their individuality, and constantly promoting their core competitiveness.

Department store format to be transformed

With the opening of Liangxiang branch of Tian LAN tail cargo this year, Tian LAN has 15 large scale professional tail goods stores in Beijing.

In recent two years, clothing enterprises face a serious backlog of inventory problems, and once launched a boiling road to inventory. Since 2007, Beijing's 100% business group has invested solely in building China's first Tian LAN tail goods market, which is dominated by foreign trade goods. After several stages of expansion, Tian LAN tail cargo has reached a strategic cooperation alliance with more than 300 well-known domestic brand manufacturers, integrated brand "inventory" resources, and established a new chain of circulation, providing a huge and efficient fast selling platform for brand inventory processing.

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In order to enable people to buy the original products of foreign trade at a low price, the development of Tian Lan's tail cargo is indeed "right and left". In the past two years, while vigorously developing the territory of professional chain stores, expanding the business area and operation, the brand consumer market of Tian Lan's tail goods almost showed a trend of geometric multiplication.

China's current business environment has been filled with labels of all kinds of colors. Under the uncertain situation, the well-known retail enterprises have slowed down the pace of expansion. However, Tian Lan's tail cargo is not only because of its unique strategic vision in channel and marketing mode, but also a large part of its success in developing commercial real estate. Of course, while we are frequently questioning the clothing commercial real estate, we have to admit that this model has indeed revitalize a number of traditional markets which are on the verge of collapse, attracting many garment dealers, bringing a new growth mode for a market or even a region. Moreover, as far as the whole country is concerned, there are a large number of garment markets in this mode, and it has also become a new trend in the new form of domestic clothing market, which is different from department stores and shopping centers.

Who supports the miracle of net sales?

According to the information released by Tmall, there are JACK&JONES flagship stores, including camels, which sell over 200 million yuan on the double 11. Clothes & Accessories Flagship store, including clothing brand shop. Among them, the flagship store of JACK&JONES was the 127 million day sales of the whole day, becoming the first store that sold 100 million yuan in the day and the champion of the day sales.

Clothing companies want to appear in the carnival high, but behind their brilliant achievements there is a little known effort. As early as two months ago, JACK&JONES had already started preparations for the "double 11" promotion. As the day approaches, JACK&JONES's e-commerce team, as many as 50 people, works for more than 40 hours in a row. In addition to these 50 core personnel, the company has arranged more than 300 customer service teams and more than 1500 warehouse managers. Similarly, the camel costumes, which sell billions of dollars in sales, have enabled nearly 700 business teams to prepare their products in advance for 3 months. In addition to these 700, 500 part-time college students and 400 outsiders were employed.

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In the "double 11" online shopping activities, the relatively high performance of garment enterprises is realized by the huge system and personnel cooperation and support.

From the perspective of the industry as a whole, clothing enterprises have been developing e-commerce for a long time. With the rapid development of e-commerce, many garment enterprises have been "electric shock" and launched their own direct online stores, which are increasingly contributing to the brand's business performance. In view of this, short-term online sales still have strong explosive force, but "double 11" once a year, enterprises need to synchronize online and offline characteristics as long-term development goals.

How does Olympic strategy benefit?

In 2008, Lining lit a "flying fire" at the opening ceremony of the Beijing Olympic Games, and then increased his stock price by 80% over the past year. Compared with the rapid development of Anta, some experts in the industry thought that "the beginning of sports marketing" is the biggest secret of its success. At the end of the 2008 Beijing Olympic Games, Anta aimed at the 2012 Olympic Games. In 2009, after a lengthy negotiation, Anta defeated its rivals Lining and Adidas, and finally reached a strategic cooperation agreement with the Chinese Olympic Committee (COC), becoming a partner of the Chinese Olympic Committee's sports apparel in 2009~2012.

Compared with the first two, the stability of 361 degrees has the nature of "betting". After Sun Yang won the gold medal in the men's 400 meter freestyle final, the 361 degree as a sponsor can be seen as the best. According to reports, in August 2nd, after opening 361 points in the Hong Kong stock market, the intraday rose 5.26%.

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For garment enterprises, the successful Olympic marketing is to closely connect the brand spirit with the Olympic spirit. In particular, as sponsors of the Olympic Games, if they only show their support for the Olympic Games in advertising, or only show their sponsors' status, it is obviously impossible to achieve the expected goal of sponsoring the Olympic Games.

However, such major events are time bound, and brands need to find ways to maximize the effectiveness of publicity in a short time. If there is no suitable business model, even if the investment is large, it will not make every investment produce greater and longer term benefits. As Zhang Tao, vice president of Anta (China) Limited, said, "Olympic sponsorship is like an agent" Chinese medicine ", depending on its long-term efficacy.

Development momentum is innovation

At the 2012 China clothing conference, Wu Zhize, chairman of Zhengzhou wedding Bird Group Co., Ltd., Chen Yongbin, general manager of Fujian leading Clothing Co., Ltd., Chen Yongbin, chairman of Fujian seven wolves industrial Limited by Share Ltd, Xia Guoxin, chairman of Shenzhen Ellassay Apparel Industrial Co, Miao Hongbing, chairman of the white collar Fashion Co. Ltd., respectively, introduced the core issues of enterprise development in terms of enterprise transformation, industrial upgrading, supply chain chain control, talent strategy and brand culture construction.

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How to effectively enhance the international competitiveness of China's textile and garment industry, really turn the difficulties encountered at present to the opportunities for textile and garment industry to grow from strong to strong, and how to move from extensive development to scientific development and to new industrialization? These are the problems to be solved before China's textile and garment industry. Around the theme of "innovation" of the Chinese clothing convention, 5 vice presidents based on the development of the industry and look at the 5 keynote speeches of the future development direction, practically discuss the core issues of the development of enterprises and the main points for future development.

On the way to the future, whether Chinese clothing brands or Chinese clothing enterprises need to seize opportunities and spare no effort to develop rapidly, we need a long-term plan based on the value of life. Whether garment enterprises can seize opportunities in the next round of economic development depends on innovation results such as enterprise restructuring and growth mode transformation. In the future, "innovation" is still a topic to be constantly considered, and it is also the direction for enterprises to continue to practice.