Hu Baogang: A Big Step In The Clothing Market'S Small Step Industry

With China's economy

From "push" supply chain to "pull" purchase chain development

For more than half a century, our country

First, under the planned economy system, China's garment industry has formed a "supply chain" based on manufacturing.

Around the development of garment industry, the "sub industry chain" of Chinese clothing has been formed.

At one time, the production of clothing materials was classified as the Ministry of textile industry, the clothing design and manufacturing industry was assigned to the light industry department, the clothing logistics distribution was placed in the Department of materials, the clothing specialized market management was returned to the industrial and commercial bureau, and the clothing retail department was assigned to the Ministry of Commerce.

Under the system of segmented supply chain, any chain of garment industry is segmented.

Just because of historical reasons, until now, the traces of segmented industrial chain still have some reservations.

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

Garment manufacturers begin to enter the market with the help of wholesale agency 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 "grouping" marketing mode based on production enterprises is formed.

Three, under the new economic system, China's clothing industry is beginning to form the "whole industry chain".

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 group buying network, network purchase, search ranking and other reverse resources integration mode and short stream Cheng Qudao innovation mode, the procurement chain, which is based on "business, consumers, buyers, brands, exhibitions", has been formed, and a "pull" purchasing chain with consumer terminals as a "buyer" has been formed.

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

Industrial pformation requires comprehensive definition.

There are usually two different categories in China's clothing market. One is the broad concept of the Chinese clothing market, that is, the generalized market in our general sense. It is the collectively name of the product sales market. The two is the narrow concept of the Chinese clothing market. It is the narrow market that we usually mean, and it is the collectively name of the commodity trading platform.

Traditional sense

Systematic analysis is needed for pattern innovation

In traditional Chinese clothing market, there is also a narrow isolated market, stalls and storefronts.

The market has become a display platform for the function of clothing trade. The market has been divided into manufacturing enterprises, logistics companies, wholesale markets, retail stores and so on. People have become accustomed to distinguishing the services and modes of the market through the functions 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, directly lead 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 China's clothing market. "Emerging markets such as exhibition, Internet, capital, chain, creativity, buyers" are being accepted and picked up 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 pforming 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, a new round of value upgrading with the creativity of the garment industry will surely lead to a comprehensive turn from "made in China" to "made in China".

With the help of electronic commerce, the clothing market will combine the physical market with the Internet market. It will also form a new B2B2C apparel market platform, the net product market, at the apparel market industry level.

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 overall network economy and e-commerce, and first enter the market (real name, brand, service, etc.) and look at the era of commodity.

In the next few years, Internet trading will become a trend and trend in the physical market.

Taobao is now searching for goods and prices, rarely involving and taking into account the market value of goods and brands.

But when the physical market develops the network paction and becomes a trend and necessity, the large clothing market (wholesale, retail market, etc.) will inevitably enter into the network electronic commerce field by means of its own strength and brand superiority, or independent or alliance way, and find its own flat platform, forming a new type of market, this market is "net product market".

A small step in the pformation of China's garment market will be a great step forward for the Chinese garment industry.

From the perspective of China's apparel industry and the height of the clothing industry, the era of garment industry management, which is divided into "manufacturing, wholesale, retail and network", has come to an end. An era of "whole industry chain" based on the clothing market will come from the integration of "wholesale, retail, theme and network".