Rethinking China: The Development Path Of China'S Garment Industry

Due to the rapid changes in the international and domestic market environment, China's garment industry needs to grasp the general trend and clarify responsibilities in the new economic pattern in the post financial crisis era.

Crisis exposure problem

"The financial crisis has created an opportunity for China's garment industry to take off again, and it also exposes the shortcomings of Chinese garment enterprises."

During the two sessions this year, Gao Dekang, chairman of Bosideng AG, said in an interview with relevant media.

In his view, China's clothing industry will face three challenges in the future development process.

The first is the high-end value chain of R & D design standards in developed countries. The two is the advantage of neighboring developing countries in the development of land resources and human resources gradually accumulated under the background of globalization. The three is the increasingly stringent standards of environmental protection resources and land and the rapidly rising labor cost.

In the view of Jiang Hengjie, executive vice president of China Apparel Association, there are four potential problems in China's clothing industry.

At present, the development of garment industry in China does not match with the international market positioning in terms of processing capacity and bargaining power; the number of processing does not match the number of brands; the size of the industry does not match the international influence; the global proportion of exports does not match the export channel status; and the production capacity of products does not match the technological innovation capability.

Jiang Hengjie said, "China's apparel industry urgently needs to improve its international position and voice in the international supply chain position, international brand ownership and influence, and leading international apparel technology."

At the same time, there is still a certain degree of blindness in domestic gradient pfer.

In the coastal developed areas, the willingness to pfer industries is not strong, and there is much misgivings about the effect of pfer. The pfer behavior is mostly exploratory pfer rather than strategic deployment, resulting in low pfer quality and lack of initiative and stability in pfer.

The mainland accepts the pfer area, the investment is in the front, the plan is later, the undertaking pfer lacks the long-term, clear goal and the goal, the service ability and the industry chain matching ability to the industry is relatively low.

In addition, due to the relatively short development time of our country's garment industry, the basic accumulation in the fields of science, technology, culture and commerce is relatively weak, which results in a weak sense of independent innovation and independent innovation in the industry.

In addition, the industrial chain innovation mechanism lacks upstream and downstream linkage channels, which makes the industrial chain's support for the garment industry decline, and also improves the innovation cost of the garment industry.

Clothing technology, management and other professional training and education are lagging behind, the latest, cutting-edge innovative ideas, science and technology, marketing management mode can not be quickly spread in the industry, dragging the pace of innovation in the apparel industry.

Talent is one of the driving force and guarantee for the development of the industry, and the shortage of talents has always been a major bottleneck that perplexes the development of China's garment industry.

The development of soft science such as technology, management, marketing, design, research and development in China's garment industry started relatively late, and there was no atmosphere for talent incubation.

The lack of talent resources makes the industry's technological innovation and brand innovation ability inadequate, and the lack of innovation ability makes the industry's "soft science" progress slow, and falls into the unsatisfactory cycle of "talent innovation ring", which is the innovation of talents and innovation, scientific progress, scientific progress and talent cultivation.

"The impact of this financial crisis on China's economy is reflected in the impact on the speed of economic development, but in essence it is the impact on the way of economic development."

At the China clothing forum this year, Zhu Hongren, chief engineer of the Ministry of industry and information technology, said.

He pointed out that in order to maintain the sustained and healthy development of the textile and garment industry under the new situation, we must follow the requirements of Scientific Outlook on Development to achieve rapid growth from quantity to quality and efficiency. The fundamental changes must be made to understand the market environment, industry status, competitive advantages and problems of our garment industry in international competition.

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Finding industry trends

"For the next 10 years, for the Chinese apparel industry, local brands will become the backbone."

Sun Hong, general manager of Beijing nine plus Shang Technology Co., Ltd.

Over the past 30 years, the brand of good brand development in Europe and America is basically a brand with local culture.

Burberry, the most representative of the international brand in the UK, its success is closely related to the standardization of operation mechanism and the innovation of marketing mode. But the most important point is that Burberry understands and deepened the essence and psychological needs of its consumer culture.

Like Zara, this brand can also be suitable for Europe, but in the United States and other countries, it is difficult to form a market dominance similar to that in Europe based on the development of culture.

Many domestic brands have seen this point, and began to emphasize the marketing theory of "originality" and "differentiated market segmentation".

In the next 10 years, the designer brand with independent research and development and brand promotion will gradually rise to lead the Chinese garment industry.

However, these designer brands are quite different from the previous designer brands. Now the designers have the experience of growing up in China, and have the background of studying in the first class universities in Europe. This is a combination of internationalization and Chinese culture. In the next 10 years, it will be highly competitive in open China.

The garment industry in the future will change in the "fission" and "fusion".

"Split" refers to the further subdivision of the market and industry. "Aggregation" refers to the further accumulation of capital and resources to the dominant enterprises.

It may not be brand wars, price wars, channel wars, but capital wars that are going to be launched in the industry.

Integration and integration must inevitably become inevitable.

In the future, the number of clothing listed companies will increase rapidly.

IPO and capital market refinancing are not only the main channels for enterprises to directly finance, but also the important ways and means of resource integration.

In the future, the concept of industry division of labor will become clearer and the refinement of business will become a major direction for the development of the industry.

The special processing skills of the processing industry and industry; the wholesalers to improve the level of purchase and delivery; the retailer's main channel construction to improve the market control; the purchasers' professional and efficient processing and terminal links.

The success of a brand in the future does not depend on the enterprise's all-around level, but tests the ability of resource integration and the management of the industrial chain.

The professional development of garment retailing has already begun, and the future "garment enterprises" will derive new titles such as garment processors, brand retailers and brand buyers.

In the past, clothing industry belongs to the industry of low investment, low risk, low return and low loss in the eyes of investors. Only when the development of garment industry is maturing and the garment enterprises have stable profitability can they enter the line of "international capital".

In the past two years, the international consortium has begun to enter the door of China's garment industry.

In the future, more Chinese clothing brands will be concerned by international consortia.

Changes in capital structure may have the power to change the future of an enterprise and even an industry.

Looking for new opportunities

At present, China's clothing consumption is facing the problem of cultural upgrading.

With the change of lifestyle and consumption maturity of urban consumer groups, "cultural needs" will quickly enter the consumer's horizon.

Urban clothing market will be from material consumption to taste consumption, concept consumption and lifestyle consumption.

The future "cultural needs" come from consumers. The brand culture of enterprises is to cater for consumption or moderately ahead of consumers.

The future clothing market will inevitably function subdivision, grade subdivision and product segmentation.

The emergence of the new territories means the emergence of new profit points, and a number of emerging brands and new business models will be launched.

At the same time, under the radiation of the media such as TV and network, the clothing brand will get exciting vitality. When young people become the main body of rural consumption, the consumption of urban and rural clothing will gradually converge.

Leisure brands and sports leisure brands will take the lead in opening the door to the rural market.

The consumption concept and consumption pattern of the rural market are also changing, such as franchised stores and franchised stores will become more and more popular among the people.

The maturity of normal sales practices in rural markets, markets and supermarkets will help promote the process of clothing brand going to the countryside.

With the improvement of pportation and payment system, Internet consumption will also cover the rural market.

The real high quality and low price "fast fashion" is getting closer to us. Many domestic brands represented by Mts. Bang Wei have entered the "fast fashion" track. At the same time, from the international luxury brand to the "manual workshop", many online businesses have been opened up, from self brand official website to Taobao store.

The Internet has become an indispensable part of the younger generation's life. The popularization and application of 3G technology and the convenience and reliability of online payment have helped fuel online shopping. The mainstream of clothing consumption "tailored" and "manual sewing" thirty years ago came round again.

The difference is that today's "tailoring" is on the industrial production line, and "manual sewing" is integrated into the industrial production process.

The international and domestic market environment is changing rapidly. In the post financial crisis era, China's clothing industry needs to grasp the general trend in the new economic pattern.

At this year's customer conference, Mao Jihong, chairman of Guangzhou exceptional Clothing Co., Ltd. put a song for everyone to catch up with the world: "I never fear change, brave challenge fresh, never hide behind, wait for the opportunity to emerge; always want to keep leading, take risks and take risks; catch up with the world, see your limits; surpass and surpass, stand first..."

He said, it is time for us to create new values together, because the world needs us to plan the future together, surpass the present and create the future.

"Contemporary Chinese need to be confident enough to take on and challenge the future."