The Story Of China'S Clothing Industry In 2010

In 2010, China's clothing industry had four characteristics: large scale, large output, low level and poor structure. Low level refers to the low level of our clothing design, which is why our clothing industry can only process high-grade brand clothes for others, and its products are hard to become famous.

If enterprises want to be bigger and stronger, first of all, they should have their own brands, create their own value orientation of enterprises, blind brands, and only get short-term benefits. In the long run, once brand names are recognized by consumers, they will lose market space, which is a devastating blow for enterprises.

If Chinese clothing enterprises do not take the road of developing their own national brands and rely solely on the world famous brands, the enterprises will inevitably go to the end.

China's clothing industry has many world's number one, China's clothing brand has more than one hundred thousand, but no one has a world-renowned reputation.

If China's garment industry does not speed up the cultivation of strong independent brands, it will face a very severe test in the survival space of the two markets at home and abroad.

China is the largest clothing consumer in the world and the largest garment producer in the world. However, the overall development of China's garment industry is very uneven.

Guangdong, Jiangsu, Zhejiang, Shandong, Fujian, Shanghai and other southeastern coastal provinces produce more than 80% of the market share of the country's products.

The structural chain of Chinese garment enterprises stays in the traditional design management mode. Because the design means stay behind the backward stage of paper lofting, the design cycle is long, the cost of trial production is high, resulting in the weak innovation ability of new products, and the long development cycle of new products, it is not easy to excavate marketable products, resulting in backlog of inventory and affecting capital turnover.

Manufacturing is the thinnest part of the garment industry chain, and a lot of value-added should come from design, circulation, service and brand.

With the successful launch of the multi brand operation of Shanshan Group, the virtual operation of the meta group and the B2C network direct selling of VANCL Vic, Chinese clothing is jumping out of the "manufacturing" strategy.

We believe that in the near future, the phenomenon of homogenization of China's clothing industry will gradually go out of the shadow of the vicious circle and continue to grow.

China's social consumption has such a funny and weird situation: on the one hand, it is difficult for Chinese enterprises to get rid of the shadow made in China, obsessed with the low price strategy of thankless, to produce cheap products and meet the needs of consumers; on the other hand, a large number of high-end consumers in China advocate foreign brands, and take the international high-end brand goods as the value orientation, and do not pay for the products made in China.

Chinese enterprises are following an old "scale first" profit model, and blindly low cost product marketing mode. These two kinds of thinking together cause the brand value of Chinese enterprises obviously inferior to that of multinational enterprises.

A large number of backbone enterprises in China use their ingenuity in the manufacture of cheap products, and the small profits of cheap products have led to the lack of capital operation brand in Chinese enterprises.

When an industry, a category, or a country possesses a number of brands with "scarcity value", the competitiveness of the industry, this category and the country will be strengthened.

In order to meet the needs of a large number of high-end consumers in China, Chinese enterprises should take a road of brand value creation.

The consumption habit of China's clothing industry has entered the era of brand consumption. Therefore, in a highly competitive market, enterprises must rely on brand promotion to expand the profit space, so as to make the development of enterprises get a relatively relaxed environment.

Before twenty-first Century, the apparel industry slowly accumulated capital in the low-end form of family workshops.

In terms of industrial form, the garment industry is still in the primary processing stage at this stage, and the local industry chain is incomplete, basically without its own brand.

One consequence of this situation is low product profits and slow development of enterprises.

Is there any ability to meet the clothing consumption ability of China's fast-growing middle class? By 2010, the consumption of non practical luxury goods will reach 250 million. The middle class who has survived under globalization will have their own brand consumption concept. Therefore, they need not only pure designers, but also corresponding market and consumption trend research departments, as well as market operation departments. This is a powerful brand machine. The best way to do it is to do the best in combination with its own business practice and learn from the successful experience of other countries.

These signs indicate that the apparel industry is preparing for a brighter tomorrow.

The current situation of China's garment industry in 2010 and the future development trend of the garment industry: after the completion of the scale expansion mission, the volume growth of China's garment industry is no longer the first goal, and the brand development with the core of value innovation will become a new historical task.

2010 is the last year of the 11th Five-Year plan. It is also a year to plan the 12th Five-Year plan, and it is also a year to plan for the next ten and fifteen years.

After the completion of the scale expansion mission of China's garment industry, the volume growth is no longer the first goal, and the brand development based on value innovation will become a new historical task.