Textile And Garment Industry Rebounded Again In 2010

The recovery of retail data also makes the performance of brand companies with normal operation and good quality continue to rebound, and the growth of downstream brand enterprises can be restored, which is conducive to the overall development of the industry. Industry estimates that this year's textile clothing The domestic market can maintain a growth rate of more than 20%.

Relying on the improvement of brand image, the enrichment of brand communication means and the improvement of product design ability, Seven wolves ( twenty-three point eight six , zero , 0% ) Growing up in "changing" and "unchanging".

In 2009, Zhou Shaoxiong was most proud of two things. One was that the seven wolves won China clothing ( eight point two one , -0.04 , -0.48% ) Brand Award -- "achievement award". Another is that Zhou Shaoxiong himself, as the chairman of seven wolves, won the extraordinary award awarded by China clothing association fashion People award.

Speaking of these two awards, Zhou Shaoxiong said: "I went to receive this award on behalf of the enterprise that day. I feel that everyone seems to have a pursuit along the way fashion People like new things, so we should pursue change. Our clothing industry is looking for its own way of development in this kind of change. While constantly looking for changes, we should also find constant elements, so as not to be eliminated from the competition. "

Winning the grand prize is not the ultimate goal of the company, but brand building and promotion is the focus of the company's work.

Zhou Shaoxiong, who always speaks with a little formality and a smile, takes over the post of chairman of seven wolf Co., Ltd. from his elder brother Zhou Yongwei. He is considered as "the younger brother who is more mature in brand operation" and can focus more on the creative brand operation and channel culture shaping of septenaeus clothing.

Zhou Shaoxiong took office in August 2007. On October 23 of that year, Zhou Shaoxiong built a "men's life hall" with nearly 600 million yuan raised from additional issuance and 400 million yuan from his own capital, His explanation of his great efforts is: "we hope to take an international form in brand building or marketing innovation of our own enterprises. We not only sell products, but also want to sell the thinking behind the products. This kind of living hall can convey our thinking on clothing."

At present, seven wolf is trying to introduce the real Polo clothing into the life Museum of its own brand and compete with its "Idol" on the same stage. In addition to polo, Armani and other international men's wear Well known brands are also under consideration. Zhou Shaoxiong believes that there is competition between the two, and the more important thing is to complement each other. For example, polo and seven wolf style positioning is similar, polo in the United States for high-end consumer groups, after transplanting China, positioning up to become a high-end brand; And seven wolf in China is still aimed at a large number of high-end consumer groups. "Most of polo products are also produced in China. The quality, workmanship, style and color of our products are not much different from polo. On the same sales platform, consumers will have a better understanding of seven wolves." Zhou Shaoxiong is full of confidence.

In terms of brand construction, seven wolf company focuses on the promotion of brand image and communication means, enriching and enhancing the company's brand image. In March 2009, the company made full use of the "China International Clothing and apparel Expo" for product display and image publicity, and held the "seven wolves · diplomat" fashion Salon "invited diplomats to be models for the company's products.

In terms of channel construction, the company strengthened the construction of life hall and large flagship stores, steadily promoted the optimization and integration of dealers, and improved the channel development and risk resistance ability. According to the 2009 marketing work plan formulated at the beginning of the year, six marketing management centers in East China, South China, North China, central China, Southwest China and Northwest China have been established in place, which has enhanced the company's ability to control and manage channels. The company also strengthened the support of high-quality dealers, combined with the actual situation to give the corresponding credit line, formulate appropriate product promotion strategy.

In terms of supply chain construction, the company vigorously integrates the supplier team to improve product quality. After the outbreak of the international financial crisis, a number of excellent export-oriented garment manufacturers have turned their attention to the domestic market, which gives the company more opportunities to cooperate with large-scale garment enterprises, optimize the supplier team, strengthen cooperation with a large number of well-known suppliers such as liantai and Lianye, and make use of the mature grasp of the suppliers for product quality, Greatly improve the quality of products and shorten the production cycle. At the same time, the main business structure of the company has been greatly adjusted to produce leisure pants, T-Shirts, sweaters, shirts, accessories and other products with large domestic demand. The company continues to strengthen internal management, improve the response speed and efficiency of the supply chain, effectively reduce the cost and improve the gross profit rate of products.

The above construction is to seek greater development space through constant changes, but the constant is that the company's products always have excellent quality.

　　 Guojin securities ( twenty point three eight , -0.06 , -0.29% ) Analysts believe that in the current domestic clothing retail market growth is stable, industry integration is intensified, seven wolf company can enjoy the development opportunities brought by industry integration to the greatest extent under the condition of relatively controllable risk. In addition, the company has obvious brand advantages, especially in the leading position in the second tier cities agent System advantages and the construction of Direct stores are conducive to future performance growth.

Seven wolf company is currently adjusting the shop structure, mainly will open an area of no less than 500 square meters of living hall, and become the main force of the company's future development. According to Zhou Shaoxiong, the development space of the industry is relatively large, and it is in the process of increasing the concentration. Perhaps with the concentration of business circles, the number of shops will decrease, but the sales revenue will increase, and the growth of sales revenue should be more important than the growth of the number of stores.

One of the highlights

Domestic sales increase development momentum

The improvement of textile and garment industry mainly comes from the upstream raw material The price dropped, the gross profit rate increased, the bank loan interest rate decreased, and the expense rate decreased.

In 2009, the profit of textile and garment industry brought surprise to the market. In the first 11 months, the profit of the industry rebounded, and the growth rate of revenue and profit of textile industry reached 10.32% and 17.36% respectively. clothing Shoes and Hats The performance of the industry is better than that of the textile industry, and its income and profit growth rates have not experienced negative growth. In the first 11 months of 2009, they reached 17.89% and 31.21% respectively, and the profit growth rate was a record high since 2000.

Industry analysis, textile and clothing industry business improvement mainly comes from two aspects, one is upstream raw material Second, the interest rate of bank loans dropped and the rate of expenses decreased. In the production cost of textile enterprises, cotton and chemical fiber accounted for the majority. In the first half of 2008, the price remained high, and since the third quarter began to fall, since 2009 raw material Although the price continued to rise, there was still a big decline year on year. The average price of viscose staple fiber and polyester staple fiber decreased by 23.71% and 26.48% respectively. At the same time, since September 2008, the government has reduced the loan interest rate for many times, which has greatly reduced the borrowing cost of enterprises. Therefore, the financial cost rate of textile and clothing industries has decreased.

In addition, domestic sales have become the main driving force for the development of the industry. From the data of textile and clothing sales in large department stores, from January to September 2009, clothing sales reached 83 billion yuan, a year-on-year increase of 12.36%, and textile sales reached 10.8 billion yuan, with a year-on-year growth of 8.51%. In September, clothing sales reached 9.3 billion yuan, up 17.84% year-on-year, and textile sales reached 1.1 billion yuan, up 11.19% year-on-year. With the recovery of consumption intention and consumption ability of domestic residents, textile and clothing consumption will continue to be stable and upward pattern.

Industry insiders analyze that with the improvement of residents' income level and urbanization rate, clothing consumption as a quasi necessity will converge with the overall economic growth. In addition, with consumption upgrading, consumers' favor for brands is an inevitable trend. At present, the domestic textile and clothing industry brand is still in the cultivation stage, but compared with a large number of processing enterprises, it has reflected the profitability far beyond the average level of the industry. For example, many brand enterprises in Jinjiang, Fujian Province, are extremely limited by the impact of the international financial crisis, and the brand clothing enterprises of listed companies have maintained relatively high profitability. At the same time, the rural market breeds huge consumption potential. With the advancement of urbanization, such as the seven wolves Meibang clothing ( twenty-five point zero four , zero point one zero , 0.40% ) Enterprises with large network in second and third tier cities will have more development space.

Galaxy securities analysis, since 2006, the brand clothing of domestic enterprises has entered a period of accelerated growth, while the international financial crisis has slowed down the growth rate. With the consumer confidence index and the growth rate of residents' income bottoming out, domestic clothing retail sales have gradually increased since September 2009. It is estimated that in the second half of 2010, with the effective digestion of dealers' inventory, brand clothing leaders will return to the era of channel expansion and price increase, and the industry growth rate is expected to reach more than 20%.

The second point

Online shopping mode will become a trend

Many enterprises began to seek intensive business model and enter the field of e-commerce.

Although there are huge business opportunities in the domestic market, the competition is fierce, especially for some export enterprises to switch to domestic sales. In the market competition, many enterprises begin to seek intensive business model and enter the field of e-commerce.

Since the introduction of e-commerce in the 1990s, China's clothing industry has developed rapidly in recent years. According to the statistics of iResearch, there are more than 1000 garment e-commerce platforms in China. Clothing products have become the largest commodity category in online trading since 2007. In 2008, more than half of the Internet users bought clothing products online, and more than 50 million online shopping users. IResearch estimates that in 2009, the number of online shopping users has exceeded 80 million, and the proportion of clothing products purchased exceeds 70%.

The advantages of online shopping mode are as follows:

First, the state attaches great importance to the development of e-commerce. The preferential policies in tax and other aspects provide a good policy environment for the development of e-commerce. At the same time, the improvement of network infrastructure, the increase of network users and the increase of online shopping penetration rate are cultivating Internet users' online shopping habits and providing a good business environment for the development of e-commerce.

Second, clothing online shopping accounts for less than 8% of the total retail sales, with great room for improvement. In the first half of 2009, the number of Internet users in China has reached more than 300 million, and the number of potential users is huge.

Third, C2C, which accounts for the majority of the total, is now in the mature stage. Large listed companies such as Taobao and eBay have a high threshold for entry, while B2C allows all kinds of flowers to blossom, which can operate online department stores or make professional products.

It is reported that the e-commerce of China Lutai shirts, a listed company, has taken shape, The news bird ( twenty-one point one three , zero point one one , 0.52% ) BAONIAO online shopping brand has a high visibility, and Luolai home textile ( forty point two zero , zero point zero one , 0.02% ) Seven wolf and so on are also involved in online shopping, therefore, online shopping will become an effective supplement to enterprise sales.