Transformation Of Garment Industry: Pformation From "Industry Innovation" To "Industrial Creativity"

Over the years, the innovation path of China's garment industry has become more and more relaxed, and has made a series of dramatic results around the technological innovation, management innovation, marketing innovation and brand innovation of garment enterprises.

But the author thinks that

Reviewing the development of Chinese clothing has gone through three stages.

First, under the planned economic system, China's garment industry has formed a "manufacturing based".

Two, under the market economy system, China's garment industry has formed a "Pan industry chain" characterized by "production + wholesale".

That is to say, garment manufacturers begin to enter the market with agent wholesale mode and become the foundation of the integrated apparel industry chain.

Therefore, "supply chain" has become the main body of garment enterprises. "Taking goods, holding points and acting" has become the core of garment enterprises. A series of garment manufacturing, clothing sales and clothing logistics distribution systems have been launched around the apparel supply chain.

But fundamentally speaking, the apparel supply chain is actually a "push" supply chain with garment manufacturers as "pushing hands". It is a "stock chain" based on the value of "brand" and "channel" value.

In this way, a group marketing mode based on production enterprises is formed.

Three, under the new economic system, Chinese clothing began to form the "whole industry chain".

That is to say, the clothing market (narrow market) has become the main axis of the industrial chain, and the clothing market industry has gradually become the main body of the industry. Especially under the impetus of the network economy, ranking economy and entertainment economy, with the help of the reverse resource integration mode such as group purchase network, network purchase and search ranking, and the short flow channel innovation mode, the "procurement chain" with the system of "businessmen, consumers, buyers, brands, exhibitions" as the system has been constructed, and a "pull" type "procurement chain" with the consumer terminal as the "buyer" has been constructed.

To this end, a "separation" business model is established, which is guided by the business market.

China's garment market needs a comprehensive definition of industrial pformation.

About China

Traditionally, the Chinese clothing market is a generalized market which is separated from each other. The market has become a form of expression.

From wholesale to retail, from theme to the Internet, although the apparel market has developed these businesses and carried out direct crossover, it is difficult to integrate anyone.

Self governance and mutual blockade have directly affected the overall development of the garment industry and the fundamental pformation of the garment industry.

In fact, the industry is not only a force to promote industrial development, but also a fence restricting the development of industry.

From the perspective of China's apparel industry and the height of the garment industry, the era of garment industry management, which is divided into "manufacturing, wholesale, retail and network", has ended. A new era of "whole industry chain" is coming.

In the future, Chinese clothing will gradually turn from industry management to industrial convergence, and integrate "wholesale, retail, theme and network" from the format to form a "full industry chain" of clothing format.

Systematic analysis of China's fashion market model innovation

The traditional Chinese clothing market also exists as an isolated narrow market, stalls and storefronts.

The market has become a display platform for the function of clothing trade. The market has been divided into "manufacturing enterprise, logistics company, wholesale market, retail department store" and so on. People have become accustomed to distinguishing the service and mode of the market through the function of the market.

Because of the boundaries between the various platforms of the garment market, the Chinese clothing market is difficult to become the stage of Chinese clothing brand building and model innovation. While the production enterprises' "taking delivery", the wholesale market "agent", the retail market's "promotion" and the online shopping market's "price" battle, have led directly to "the reduction of channel value and the depreciation of brand content".

At present, it is a new trend to integrate the apparel market platform with the strength and function of Chinese clothing market. "Emerging markets such as exhibition, Internet, capital, chain, creativity, buyer" are being accepted and adopted by garment enterprises and clothing market.

"Specialized market commercialization, retail market thematic, entity market networking, online shopping market netting" are accelerating the mode innovation of China's garment market, and combined with the emerging economic mode of manufacturing, logistics, creativity and headquarters to form a "full industry chain" era of costume function.

China's clothing market industry is divided into eight major sectors from the format and function, and will become the "weathervane" for the future development of China's clothing market industry.

In the process of pformation of China's garment industry into China's apparel market industry, the "whole industry chain" based on the clothing market will become the core of the industry and split in different fields. At the same time, with the creativity of the clothing industry, a new round of price increases will become a comprehensive turn of "made in China" and "made in China".

In the future, the apparel market will make use of network e-commerce to realize the organic combination of the physical market and the network market. It will also form a new M2B2C apparel market platform, the net product market, at the level of the clothing market industry.

Especially after the "real name system of online stores", it means that online shopping and online stores also need to show their brand and strength, show their services and reputation, instead of just looking at Taobao, looking at the price and the style.

China's clothing market industry will be driven by the network economy and e-commerce, and will enter the era of looking for the market (real name, brand, service, etc.) again.

In the next few years, the online trading in the physical market will become a trend and trend. Now that Taobao is searching for goods and prices, it rarely involves and takes account of the market value and the value of the brand. When the physical market develops network pactions and becomes a trend and necessity, the large clothing market (wholesale, retail market, etc.) will inevitably enter the network e-commerce field with its own strength and brand advantage, or independent or alliance way, and find its own platform, forming a new market, and this market is "net product market".

When the "full industry chain" of China's clothing market is fully formed, it will also become the trend of service market convergence. This trend is changing from "industry innovation" to "industrial creativity". A small step in the pformation of China's garment industry will be a big step for the Chinese garment industry to turn around.