Chinese Garment Enterprises: A New Path After Model Adjustment

In the past, the clothing industry in the eyes of investors was an industry of "low investment, low risk, low return, and low loss". Now when the clothing industry is becoming more mature and clothing enterprises have stable profitability, our enterprises have begun to enter the sight of "international capital".

At present, in the changing international market, Chinese garment enterprises need to have a clear understanding so as to grasp the general trend in the adjustment of the economic pattern. At the same time, there is still some blindness in domestic gradient transfer. The industrial transfer in the developed coastal areas is not willing to be strong, and there are many doubts about the effect of the transfer. The transfer behavior is mostly exploratory transfer rather than enterprise strategic deployment, resulting in low transfer quality and lack of initiative and stability. In the regions undertaking transfer in the mainland, investment promotion is in the first place and planning is in the last place. There is a lack of long-term and clear goals and objectives for undertaking transfer, and the ability to provide services to the industry and support the industrial chain is relatively low.

Due to the short development time and weak foundation accumulation in science, technology, culture, commerce and other fields, the clothing industry in China has a weak sense of independent innovation and ability of independent innovation. In addition, the innovation mechanism of the industrial chain lacks upstream and downstream linkage channels, which reduces the innovation support of the industrial chain to the clothing industry, and also increases the innovation cost of the clothing industry. Professional training and education in clothing technology and management are relatively backward, and the latest and cutting-edge innovative ideas, science and technology, and marketing management models cannot be quickly spread in the industry, which has slowed down the pace of innovation in the clothing industry.

However, as the structural contradictions of China's clothing industry continue to adjust, the new development model will lead China's clothing industry to a new development path. We have seen this from many domestic brands. Clothing enterprises begin to emphasize the marketing theory of "originality" and "differentiated market segmentation", and the designer brands promoted by enterprises will gradually rise. In the past, the clothing industry in the eyes of investors was an industry of "low investment, low risk, low return, and low loss". Now when the clothing industry is becoming more mature and clothing enterprises have stable profitability, our enterprises have begun to enter the sight of "international capital".

Now our clothing consumption is facing the problem of cultural upgrading. With the change of lifestyle of urban consumer groups and the maturity of consumption, culture will quickly become the new demand of consumers. The urban clothing market will change from material consumption to taste consumption, concept consumption and lifestyle consumption. The future "cultural demand" comes from consumers, and the brand culture of enterprises is to cater to consumption or moderately ahead of consumers. In the future, the clothing market will inevitably be divided into function, grade and product segments. The emergence of new territories means the emergence of new profit points, which will launch a number of new brands and new business models.

The "fast fashion" with real high quality and low price is getting closer to us, and many domestic brands have entered the "fast fashion" track; At the same time, from international luxury brands to "manual workshops", they have opened online businesses, from self built brand official websites to Taobao stores, in various forms. The Internet has become an indispensable part of the life of the young generation. The popularization and application of 3G technology, the convenience and reliability of online payment, and so on, have contributed to online shopping; "Tailoring" and "hand sewing", a major form of clothing consumption 30 years ago, has come back. The difference is that today's "tailoring" is on the industrial production line, and "hand sewing" is integrated into the industrial production process. In particular, China's clothing industry also needs to improve its international position and voice in terms of international supply chain position, international brand influence, and international clothing technology leadership.