The Arrival Of China'S Apparel Industry In The Domestic Market

"The stage of rapid growth of China's garment industry relying on exports has come to an end, and the era of domestic sales has arrived.

In the 1-6 month of this year, the proportion of domestic sales of Enterprises above designated size has reached 81.8%, and the share of domestic sales is continuing to grow.

Domestic sales will become the main driving force for future industrial development. "

Sun Ruizhe, vice president of China Textile Industry Association, said.

A large number of export oriented enterprises, manufacturing and processing enterprises are fighting for the domestic market. Meanwhile, the forces of overseas brands are forcing the market to become more competitive.

Following the entry of Zara, H&M, Uniqlo and other overseas brands into China, the GAP brand is also about to enter the Chinese market in the second half of this year. Levi s has just announced the launch of a brand-new brand tannin town (Denizen) for China's consumer market.

China is not only a battleground for LV, Chanel and Gucci, but also a battleground for overseas high street (HighStreet) brand.

In the new competitive environment, what are the future trends of Chinese clothing? How can local brands innovate and develop strategies to meet challenges?

Control of fashion discourse

Sun Ruizhe said that in the past, most of our industry was mainly processing, especially in international trade, the color of supply was more strong.

How can we control the supply chain control step by step in the context of international change? This is what we call market discourse power and fashion discourse right.

Such control requires a lot of internal strength.

In the past, we emphasized tangible innovation from scratch, what to produce, how to control the quality of production process, etc. in the future, more attention should be paid to the methodological innovation from disorder to order, through the innovative development mode, the establishment of Chinese fashion culture and the control of fashion discourse power.

"We must establish a fashion culture belonging to China.

What should be popular in China? We must be able to speak clearly and establish a popular style of Oriental people.

"Three key industrial clusters in Italy, more than 3700 Enterprises above Designated Size, have an output value of 9 billion 900 million euros and a per capita output of more than 100 thousand euros.

The total output value of the entire textile and garment industry in the United States is 99 billion dollars.

The employees are 550 thousand and the output per capita is US $186 thousand.

China's Enterprises above Designated Size employ 21 million people in the whole industry. The output value of the industry is 419 billion dollars, and the per capita output value is 39 thousand dollars.

If you don't increase the added value, you can't win the initiative.

Chinese fashion and fashion industry has become an important force in the international fashion layout. The acquisition of fashion discourse is the development needs of national strategy and industry strategy, and is the most direct manifestation of Chinese cultural renaissance.