New Dream Of Chinese Clothing In The Past Ten Years

No one will deny the rapid growth of China's economy in recent years. Similarly, no one will deny that China has now developed into the largest producer, consumer and exporter of clothing in the world.

This is the pride of Chinese costumes.

However, when the industry enters a new dimension of development, should we examine it in a more rational way?

In fact, after the experience of the international financial crisis, waiting for the Chinese garment industry is a new development period.

From 2010 to 2020, the next ten years will become a critical period for the rapid pformation and upgrading of China's garment industry. It is also a golden ten years from a big garment country to a strong garment country.

Du Yuzhou, President of China Textile Industry Association and President of China clothing association, pointed out that by 2020, we should strive to achieve the goal of strong textile and clothing industry.

He stressed that in the next ten years, the pformation from a large textile and garment country to a strong textile and garment industry is mainly reflected in four main areas, namely, strong textile and clothing science and technology, brand power, talent power and sustainable development power.

New ten years, new journey.

In the new ten years, China's garment industry will no longer stay on the traditional pillar industries and the livelihood industries of our country. In the new ten years, China's clothing industry should become a cultural industry, creative industry and high-tech application industry that embodies strong international competitiveness.

Is this vision far from us?

Ten years of waiting may not be long.

New trends in pulse industry

Whether the Asian financial crisis erupted in 1997 or the financial crisis that swept the world in 2008 has affected the development of the garment industry to a certain extent, but on the other hand, it has also brought deep thinking to the future development of the industry.

As an entrepreneur says, "real entrepreneurs want to see the lamp in front of the fog."

For the clothing industry, if we want to realize the dream of a powerful nation, we must also see "bright lights" in the fog.

Especially in the post crisis era, the ability to discern the "bright lights" may give some companies in the confusion some direction to make their actions more rational and more precise in direction.

Here, the industry needs sobriety as well.

So where is the "bright light"?

Capital war

The era of resource integration will come

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

Jiang Hengjie, executive vice president of the China clothing association, believes that each brand must be "capital wins" when its competitive level of products, channels, costs and so on is not large.

The competition in the future market will no longer be confined to the level of product competition, but the contest of the overall resources strength of enterprises. The era of capital and capital integration is coming, and enterprises in the future will face integration and integration.

In order to win the capital war, the listing of enterprises will become one of the main means of financing for many companies. The number of clothing plates will increase rapidly, and more enterprises will be able to integrate and reorganize resources through the listing.

In 2009, there were many clothing companies listed in the mainland and the stock market in Hongkong, China, including Li Lang, PEAK, 31st degree, Pathfinder and so on.

According to statistics, as of the end of 2009, there were more than 30 major clothing listed companies in the mainland and Hongkong securities markets in China.

If we push the time forward, we can find that some garment enterprises with high activity in the domestic market have been listed: Lining went public in Hongkong in 2004, and seven wolves listed on the SME board in Shenzhen in 2004. In 2004, Smith Barney went to the SME board in Shenzhen Stock Exchange, while the leading clothing enterprises such as Shanshan stock, Hong Kong and Hong Kong stock entered the capital market earlier.

It can be seen that listing has been gradually favored by garment enterprises, and has become an important way to direct financing and resource integration.

And this trend will become more obvious in the future. Why?

According to the analysis of the responsible persons of China clothing association, after experiencing the period of brand cultivation, a group of enterprises that have developed over ten years and are relatively mature and have certain brand core competitiveness have been formed in the market. These enterprises have survived after the wave of the sand, and will once again come to the same level of competition and accept the new round of market inspection.

In order to raise the development of enterprises to a new height, the way to go public is inevitable.

Wu Jianmin, chairman of Shandong sulang fashion and apparel Limited by Share Ltd, told reporters that Shu Lang is actively entering the capital market and will be listed in the domestic small and medium board market this year.

For the capital market, Wu Jianmin admitted that he was determined to enter from the first day of his venture, and the real offensive was in 2009, when he was in the process of listing, he would not accept outside investment.

Wu Jianmin said: "after the listing of the company, he will pform into an integrated enterprise that is a combination of men's and women's clothing, multi brand, multi market entity and capital market, rather than a single dress brand, nor is it a single brand serialized brand."

In addition, in addition to the direct listing of garment enterprises, there may be more Chinese clothing enterprises concerned by international consortia.

Facts show that in recent years, some enterprises in China have been concerned by international venture capitalists, and have collaborate with them to open the door for international consortia to enter the Chinese garment industry.

Refinement

From product to business

The head of China Clothing Association believes that the concept of division of labor in the garment industry will become more and more clear in the future, and the refinement of business will become a major direction of development.

The resources integration ability of enterprises and the management ability of industrial chain will give more stringent consideration to brand formation.

For example, wholesalers improve procurement and delivery levels; retailers mainly focus on channel construction and market control.

However, it is gratifying to note that such a direction has been well understood by some prescient people in the industry and has been put into practice.

Feng Haiming, director and general manager of Haining Danba fur Co. Ltd. is one of them.

In 2002, Feng Hai Ming created the "Danba La". At that time, the small leather enterprise undertook the "one-stop" work from raw material procurement, development design to production and processing, and terminal sales.

At that time, he told reporters that the work was hard and no money was earned at that time.

In 2004, "Danba La" was involved in fur clothing - half of the new business was processed outside.

Seal Hai Ming, separate the production and processing from the enterprise, use their own development design and marketing advantages, to do product access.

It turns out that the effect is good.

Feng Haiming believes that clothing enterprises must be separated from the pure comprehensive factory mode, which must be separated.

In this way, some enterprises are engaged in design, part of their production, part of them in marketing, and the full play of every enterprise's expertise, and the road of enterprises and even industries will get wider and wider.

Perhaps, even Feng Hai Ming did not think of himself. At the time, he effectively stripped the production and processing business and concentrated his efforts on product development and marketing, which coincided with the "refinement of business" required by the clothing industry today.

People who have long been immersed in the clothing industry will not deny that they are now entering an era of resource integration.

As long as an enterprise has the ability to integrate resources, it will have a stronger competitive advantage in the future.

Xie Bingzheng, chairman of the Guangdong Fashion Company Limited, said: "Whoever has the best integration will have the best ability."

In those days, Xie Bingzheng joined hands with Korean fashion designers to create the brand of "bryin".

He said: "because we have better integrated the resources of both China and Korea, we not only made the brand develop healthily, but also made the consumers feel that our brand is different.

In terms of design creativity, marketing and human resources, resource consolidation is needed in all aspects.

According to Qiu Yafu, chairman of Ruyi group in Shandong, one of the reasons why "Ruyi" can maintain rapid development is that the brand can integrate the world's resources along the road of technological development, product design and popular culture.

As far as wool spinning is concerned, Ruyi has good cooperation with Australian wool related organization structure. Therefore, "Ruyi" can use the advanced wool production technology, brand operation concept and internationalized talents in the world. At the same time, it always keeps advanced research and development ability in science and technology.

Qiu Yafu said that China's textile and garment industry should be good at integrating global resources.

This includes two aspects: one is to integrate the global human resources, that is, to integrate its technical talents, to design talents, marketing talents and other resources; two, to integrate the existing brand resources and market resources of the global outstanding enterprises for domestic enterprises.

High-tech

Informatization is the main direction of attack.

China's clothing industry is no longer a traditional labor-intensive industry in the original sense, but an industry integrating high technology and information technology. It is closely related to the industrialization of clothing, and its labor productivity has been greatly improved.

Jiang Hengjie pointed out that at present, the level of sewing technology and equipment in China's clothing industry has reached the international advanced level, but the level of clothing technology is still low in the world.

If we want to realize the dream of a strong garment country, we must first become a leading power in clothing technology and have strong independent R & D capability.

In fact, from the national policy level, since the Sixteen Party's Congress, our country has proposed the new industrialization way of "promoting industrialization with information technology and promoting informatization by industrialization". After the 17th CPC National Congress, it further pointed out that national industrialization and informatization must be integrated and developed.

In fact, it implies that every industry, including the garment industry, should develop in accordance with the idea of integration of industrialization and informatization.

Wen Lisheng, deputy director of the China Garment Association Science and Technology Committee, believes that the investment of clothing enterprises is mainly in four aspects, namely, technological pformation of clothing production system, marketing network construction, logistics system construction and information construction, and information construction is the main direction.

Wen Lisheng said that the clothing industry should be able to achieve the production process information.

However, a reality is that nowadays clothing enterprises have broken a point in the informatization of the production process, that is, three-dimensional human body measurement.

The vast majority of enterprises in the three-dimensional human body measurement technology can not be reached.

In fact, 3D body measurement is very necessary for every aspect of garment industry, including the whole body standard of garment industry, the standard of Chinese body shape, and the standard needed for making garments.

A new "artificial neural network knowledge management system" is emerging. It is different from overemphasizing functional ERP, customer relationship management and supply chain management. It is able to build up a network of neurons that imitate human brain, which greatly improves the arrival of accurate information.

At the same time, it can optimize different data, and then carry out market prediction on the basis of optimization.

In a store selling a piece of clothing, through the information system, the entire supply chain will react synchronously.

The Sales Department of the company will monitor the store in real time and have several items, whether it needs immediate replenishment, and the buyer will know if the clothes are sold well.

If 100 items are sold one day, the entire supply chain will react synchronously. The raw materials suppliers can see through the open inventory and decide whether to prepare materials or not.

Who can do this reaction speed?

Ding Hui, chairman of Limited by Share Ltd in Fujian, will surely tell you that his company can do it.

Ding Hui introduced that "not" is not just a sales channel, but the entire supply chain can share information and market reaction in an information system.

big family

The domain of clothing is increasingly blurred.

With the further development of garment industry, clothing enterprises and brand products will be diversified and serialized gradually.

The boundaries of clothing will be more and more blurred, showing the characteristics of industry boundaries, enterprise boundaries, product boundaries, boundaries and boundaries.

In 1990s, Lining, a famous sportswear brand in China, followed the example of NIKE and ADIDAS, and pioneered the mode of light asset operation in China.

Later, whether it was Taiping bird or Muse bond, all this business was done.

This has broken through the concept of garment industry limited to "garment industry" in the past.

There is another evidence that the rise of clothing online shopping in recent years has changed not only the means of brand operation by traditional clothing enterprises, but also another way out of circulation.

Now, if we still use traditional definition to look at clothing and clothing, it will be too late to keep pace with the times.

For example, today's underwear development has broken through the traditional concept of underwear, and has gradually become a part of fashion.

The reason is that with the improvement of social civilization, female consumers are becoming fashionable and individualized. Underwear is no longer just a garment worn inside, but gradually becomes a supplement to the outer garment. The collocation between underwear and fashion is becoming a trend of development.

Wang Wenzong, chairman of Ordifen International Group, told reporters that underwear has penetrated the concept of "underwear wear outside", which can be worn routinely, and can also be worn with some coats. The combination of the functional and aesthetic features of underwear can make consumers more popular.

To expand the scope of vision to international scope, in fact, for many luxury brands, such as CHANEL, GUCCI, ARMANI, etc., they have broken through the concept of simple clothing, extending the product line to jewelry, luggage, cosmetics and other fields, as a complement to clothing.

The head of the China Clothing Association believes that the connotation of the garment enterprises will become more and more abundant in the future. The garment industry will be stretched along with the continuous specialization and integration, separation and derivation of the industrial chain. The intersection of capital and business in the manufacturing, circulation and service fields will enable more enterprises to have multiple identities.

With the gradual formation of the regional division of labor in the industry, a large number of domestic manufacturers will emerge in the inland provinces. There will be more clothing design companies, publishing companies and logistics distribution centers along the coast.

At that time, a brand product will be supported and served by multiple regions.

[depth reading]

Clothing power, dream circle, brand

During the "11th Five-Year" period, the China Textile Industry Association raised the contribution rate of science and technology and brand contribution rate as the core objective of industrial restructuring and industrial upgrading.

Facing the "12th Five-Year" and even the next ten years, the two contribution rate is still an important means to realize the dream of a powerful nation.

A few days ago, President of China Textile Industry Association and President of China clothing association Du Yuzhou once again reiterated the importance of these two contribution rates, and interpreted the brand building as a key content.

Recognition of brand essence

Producers and consumers jointly create

Keyword loyalty relationship

How to find the direction of independent brand development?

The first thing to be solved is how to establish loyalty relationship with consumers.

Du Yuzhou emphasized that brand is the product of the relationship between commodity production and commodity consumption.

Production and consumption are unified. Production is not only the object of production and consumption, but also the consumption.

Production not only consumes all the elements, but also consumes and consumes the ability of individuals to develop in production.

He pointed out that consumption not only creates new needs for production, creates concepts, objects and driving forces for production, but also directly produces consumption.

Therefore, brand is a symbol of specific production and specific consumption, and each side can create each other and create itself as the other side because of their own realization.

Therefore, the brand is not created by the producers themselves, but is created cooperatively with the consumers.

Du Yuzhou said, in such a world, what is the close link between the specific production and consumption?

It's brand.

Brand is the link between specific production and specific consumption through market intermediaries. The strength of this bond is measured by loyalty built up by production and consumption. This loyalty is the foundation of brand value effect.

Wang Xiaofeng, chairman of the Shenzhen Fashion Exhibition Design Co., Ltd., has been deeply aware of the remarks made by President Du Yuzhou. When talking about the topics of the greatest concern in the future, she said, "I will focus my attention on the needs of consumers, including the present and future."

As for the relationship between design and consumption, she understands that designer brands may regard themselves as the protagonists, consumers are supporting roles, and commercial brands may regard consumers as the leading role and designers as supporting roles.

In fact, it can be combined into one.

There is an important change in the concept of modern design, that is, consumers participate in the design.

It is a trend that consumers participate in the design, not just clothing, but also all consumer goods exist in the consumer's participation in the design.

The interactive relationship between production and consumption can be seen from the perspective of brand value. The foundation of the real driving brand equity is the intensity of the relationship between production and consumption.

"Both sides should be attracted. Like love, single love is not acceptable."

Du Yuzhou believes that the relationship between brands and consumers should be based on "loyalty" rather than just one side to attract the other party.

It can not be said that a big brand is a brand, and a small brand is not a brand.

Small brands are also made according to the four elements of quality, innovation, rapid response and social responsibility.

To serve 100 people, it is necessary to show loyalty to these 100 people. To serve 10 thousand people, 10 thousand people must be loyal.

Mutual loyalty - this is the correct value of the brand.

As a measurement of brand equity based on customers, "loyalty" reflects the strength and development ability of consumers and brands.

This is also the essence of changing the development mode of textile and garment industry, changing the mode of export growth, and taking the brand strategy.

Re shaping brand environment

Promoting the formation of benign ecological communities

Keywords brand ecology

To support the rapid growth of independent brands, we must start with the good ecological environment of hardware, and brand ecology.

The so-called brand strategy is to start with the brand ecological environment and promote the brand community's ecosystem until the brand with high ecological value and high niche.

On the "brand ecology", Du Yuzhou used vivid examples to illustrate: on CHIC2010, the Korean Pavilion was first mobilized for 3 years after being mobilized.

After the meeting, the Korean Pavilion expressed its satisfaction that the customers who met at the exhibition were "beyond imagination" and left the atmosphere, which is difficult to achieve.

Therefore, their president and vice president suggested that Northeast Asia could not cultivate several world famous brands.

It seems that in addition to the Chinese people, "Asian brothers" want to change this situation is also very urgent.

What is missing?

That is, no good environment for producing "big international cards" - the environment is not in place, and it is useless to have a good vision.

"No one is good at seeking power, but not good at others."

Du Yuzhou believes that it is far from enough to use support methods to prove the strength of the regional industry by relying on several big brands that get "national famous brand".

Just like the oasis built in Gobi, only a few big trees are pplanted, even if they are desperately watered and fertilized, they will not survive.

But if we rely on the snowmelt of Tianshan Mountains to form an oasis ecosystem, with grass, shrubs, flowers, trees, animal insects, and some people's survival and cultivation, it will form a vibrant ecosystem to adapt to the growth of all kinds of organisms.

It is better to improve growth conditions than to gain good crops.

Brand is the product of the relationship between social production and exchange. It is inseparable from the industrial ecological mechanism like "water".

The so-called "unique talent" is not spring, but the spring is full of flowers. More and more entrepreneurs also recognize the power of "group".

"Environmental impact on brand is too great."

This is the most profound feeling of Zhou Yan, President of Dalian Fashion Garments Co., Ltd. in the past year.

She said, "I used to think that this kind of audience is not a lot of brands, but more depends on their own strength, but now I realize that my own strength is too small."

She realized that a real entrepreneur can not just deal with problems within the system, but also integrate social resources.

What we do now is "popularity".

"Popularity is the ecological environment.

To create a good brand environment with one heart and one mind is just like human nature conservation.

Du Yuzhou stressed that the industrial restructuring and revitalization plan should increase public services, that is, we should give full play to the beneficial role of the government's industrial policies, mobilize the enthusiasm of the administration, associations, enterprises and all kinds of service organizations, and jointly create a good ecological environment for brand development.

In addition to the macro influences of the environment such as politics, economy, society, science, culture, nature and ecology, we should do well in the aspects of technological progress, cultural creativity, production organization, enterprise management, quality system, information technology, logistics network environment, training system, market development, communication at home and abroad, energy saving and emission reduction, and public planning and construction of industrial parks.

In addition, special attention should be paid to the technological and environmental cultural factors of brand building.

Du Yuzhou pointed out that Chinese clothing should take the road of brand power to adapt to the new cultural environment at home and abroad.

From the perspective of cultural creativity, we need to correctly handle the relationship between national culture and world multiculturalism, and correctly handle the relationship between tradition and innovation.

The first question is how to enhance the confidence of the national culture in the era of globalization and how to inherit and innovate the national cultural tradition in the era of globalization.

Brand power re strengthening

Talent should be integrated and integrated with innovation.

Keywords talent mechanism

The fundamental motive force for implementing the famous brand strategy is to speed up the training of high-quality talents.

We should focus on talent strategy, especially from the talent mechanism.

To reform the talent mechanism, the prerequisite is to change our ideas, emancipate our minds and break the restrictions of traditional concepts in respect of knowledge, respect for talents and respect for labour.

Grumbach, chairman of the French High Fashion Association, mentioned in his conversation with Du Yuzhou that in the cooperation with Chinese enterprises, China has different positioning of designers and France: the design director of France is very authoritative, and the design director of China has no authority.

The reality is that there are few directors of Chinese enterprises and lack of creativity.

It is not that the products are few, but the unique style of the brand can not be seen.

It is also simple, but there is no difference between "simplicity" and "simplicity".

Many enterprises extend a lot of brands, but they do not know what personality and commonalities are.

Du Yuzhou analyzed that the Chinese Symphony Orchestra has made rapid progress because some symphony orchestras have implemented the art director system.

The art director has the highest authority to lead the pianists, violinists and solo masters, so he has a very high level symphony.

Improving the authority of design is in urgent need of high-quality design talents.

Many bosses may say, "I can't find such a person. I'm not equal to the market."

This is a common phenomenon, but we should jointly study how to create a platform that can promote new people.

Otherwise, everyone will dig up the wall and finally have nothing to dig.

This is the era of a single generation. The fashion industry is in such a good situation, and the international and domestic demand is so great that there is no follow-up force.

Just like Zhejiang impression industry Limited by Share Ltd chairman and art director should be Cui Jian said: "talent reserve and training is very important, because the development of the times is too fast, clothing enterprises in the past are relatively low threshold, from workers to enter the threshold is very low, the future should have high quality talent, is a talent in all fields.

If we want to innovate continuously, we need to have talents to do, and to internationalize, we need people to do it. "

Over the past 30 years since reform and opening up, China's economic development has undergone two pformations.

At present, the first pformation has been basically completed, that is, the pformation from planned economy to market economy, which is the pformation of the economic system.

Now it has entered the second pformation, and from resource input to innovation driven pformation, which is the pformation of development mode.

The implementation of Scientific Outlook on Development, the pformation of development mode and the shift of low cost labor input to innovation are the pformation from extensive development to scientific development, and the spirit of innovative spirit is needed to solve a series of difficulties faced by scientific development.

The first pformation is people-oriented, and the second pformation still relies on people oriented.

The difference is that the completion of the first pformation is more to play the spirit of the people's work hard, vigorously and vigorously, and quickly develop into a big manufacturing country in the world, a big exporter and a big consumer country. And the second pformation is to give play to the spirit of innovation, to dig up the creativity of human beings and create potential.

In the new era, adapting to the upgrading of national consumption structure, especially the higher material demand for clothing quality, the higher cultural pursuit of aesthetic experience, at the same time, is faced with more constraints on the pressure of cost increase and resources and environment, especially in the face of fierce competition and challenges in the external environment in the post crisis era. All these factors will become the driving force for China's garment industry to speed up its innovation and speed up its own brand building.

Only if we have a team of talented people with innovative thinking ahead, innovative ability and solid and steady innovation and practice, can we lead the whole industry to successfully accomplish the second pformation and realize the upgrading from a textile nation to a textile power.