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Trend Analysis Of China'S Garment Industry

2009/1/16 11:43:00 26

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Recently, my daughter went shopping in Shanghai and sent me a sweater in Heng Long square. I saw the brand and price frighten me. DIESEL, a young and unusual Cowboy brand from Italy, the price tag after 50 percent off is still 1390 yuan, and it is produced in Romania.

As the weather turned cold, I bought two clothes in a very remote "clothing store" outside Hangzhou, one of which was a multi bag denim shirt, and a mixed neck sweater zipper sweater.

As the old customer of this store, I only spent 180 yuan on two clothes.

I like two kinds of costumes very much, but I have been thinking about what caused their difference.

Under the influence of the financial crisis, the coastal garment processing enterprises collapsed like Domino, and some so-called brand manufacturers and sales outlets complained about the difficulty of doing business.

Despite the government's extraordinary measures to boost domestic demand, the revival of economic recovery and confidence in the market still need time.

How should China's OEM enterprises go?

I have called for many years, and many industry associations leaders and experts have worked out a timetable and roadmap for their healthy development.

But why do we have to wait for the financial crisis to fail?

I have always hoped that enterprises should take action before the crisis happened, but just like the editor who gave me the manuscripts, it is not too late.

This is really a painful moment.

The development of OEM enterprises is not a deep road where enterprises can independently control. They will be pferred along with the pfer of global industry. The outbreak of the financial crisis will undoubtedly make China's OEM life more and more difficult.

Therefore, the pition from OEM to brand is the only way.

However, most OEM enterprises in China have not formed their own R & D teams, and do not possess the ability of technological innovation. They do not understand or grasp the cutting-edge technical information.

More importantly, a considerable number of entrepreneurs have not yet realized the far-reaching impact of technological input and technological innovation on the development of enterprises. They also want to rely on the advantages of low labor cost and low burden, and do not want to spend money to devote themselves to scientific research and development.

This situation is the fundamental reason for enterprises to get into trouble, and their ability to resist risks is too low.

Therefore, for OEM enterprises, the most important thing is to have their own independent R & D team and marketing team, and who can solve this problem first, who can deal with it freely when trying the water.

Another way out is to collaborate with the international brand agents, or cooperate with them in various ways, so as to further learn foreign advanced technology and brand operation experience, and quickly grow into a competitive brand.

This is the fastest way for enterprises to develop in the financial crisis.

In addition, a more advanced approach to OEM integration is also promising.

Led by OEM's leading brands in related fields, such as wedding dresses, jeans, women's wear, T-shirts and so on, integrate OEM resources in the field to form a large brand group of OEM, thus controlling costs and controlling channels.

There is such a strange phenomenon in the field of Chinese clothing. People in the same industry never get together. When they get together, they either share the same interests or share a common crisis.

Now it's time to join the alliance: China's export brands have many disadvantages to the domestic market, and it is difficult for them to replace themselves in the old framework.

There are many OEM enterprises who rely too much on their own successful experience and are blind and confident.

They do not know their experience in the field of export, not their success in the field of domestic sales, or even carelessness will become a great constraint.

The other extreme is that it is easy to blind inferiority. They rely too much on foreign teams, thus losing their way to China's domestic market.

China's domestic brands have strong domestic market experience and popularity.

If these two types of enterprises can win together and give full play to their respective advantages, the new pattern will soon be established. This mode either depends on the role of the market, or requires relevant associations and agencies to come to matchmaking.

Internationalization of Chinese brands is an inevitable trend of economic globalization and an inevitable choice for enterprises to develop to a certain stage.

Not because of the financial crisis, we are too timid to run to the domestic market.

Horizontally speaking, the international development of China's garment industry will have a tremendous impact on the world's garment industry pattern. This trend is irreversible. From a longitudinal perspective, the new competition pattern of "internationalization of domestic market and internalization of international market" has been formed, and the competition of internationalization is inevitable.

Now it's time to put the strategy at the international level.

Of course, globalization should ultimately be a responsible thing.

The internationalization of Chinese clothing enterprises is not a shortcut, but a gradual breakthrough.

The industry in Europe and the United States will not lose its dominance overnight.

But there are still some ways to make effective use of it. That way is the international perspective and revolutionary technology. To a certain extent, it determines the direction of China's garment industry.