Channels Enter The Era Of Diversification

　　 In another month or so, we will usher in the next five years. The 12th Five-Year " At the end of the year 11th Five-Year, we visited Chu Xiuqi, chairman of the China general merchandise business association, Guo Zengli, director of the Development Committee of the China shopping Federation shopping center, Chen Haiquan, Deputy Secretary General of the circulation Committee of the China Market Association and other relevant industry associations of China's circulation industry; chairman of the China leather industry Limited by Share Ltd, chairman of Haining Leather City, Pan Yunlai, director of Changshu Garment City Management Committee, Xu Guozhu, general manager of Beijing Bai Rong World Trade Center, Xu Weimin general manager of Tianhong clothing city, and Wang Jie Hun, chairman of the city of Commerce, and so on. The chairman of the famous trade expert Beijing Zhong Meng creative management consultant Co., Ltd., invited them to review the five years passed by China's circulation industry and jointly look forward to the coming "five years".

　　 We find that China's circulation industry, especially in every aspect of retailing and clothing circulation channels, is facing the new historical opportunities and challenges. It has maintained the domestic demand led development strategy with the wisdom of thinking and learning spirit, and has made remarkable growth in the adjustment of industry and regional economic structure, mode development and innovation, and improvement of management level.

It can be said that the past five years is the five year of laying the foundation for development. And the coming "five years" will be a new era for China's circulation industry to take off.

　　 Retail department store Stimulating domestic demand and expanding consumption

During the "11th Five-Year" period, China's consumer and retail industry developed steadily. In the past five years, the total retail sales of consumer goods in China amounted to about 55 trillion yuan, and the annual compound growth rate was around 19.3%, which exceeded the target set by 11%.

Multi regional economic development with "fire" retail industry

In the wholesale and retail enterprises above Designated Size, the growth of optional consumer goods is strong. During the "11th Five-Year" period, the annual compound growth rate of major commodities remained above 20%, while the growth of optional consumer goods, such as clothing, gold and silver jewelry, and household products closely related to real estate, grew strongly. The annual compound growth rate was around 40%, much larger than that of food and other basic living needs.

According to the subregional perspective, the second and third tier growth rate of the economic development area in 11th Five-Year was faster than that of the traditional first tier economic development area. In 2006 -2009, the annual composite growth rate of the coastal sub region, the central region and the northeast region was the fastest, and the annual compound growth rate increased by 8%, 7% and 9% respectively over the "fifteen" period.

On the basis of the "12th Five-Year" determination of "expanding domestic demand" and "enabling low-income groups to have the ability to consume", consumer goods such as food and beverages, textiles and clothing, daily necessities and other consumer goods, such as clothing, will grow faster than the compound growth rate during the "11th Five-Year" period, and the expected compound annual growth rate will exceed 25% in the year 12th Five-Year.

　　 Multi region Economic development has brought about an increase in per capita income, and the performance elasticity of department stores is greater than that of supermarkets. The performance of enterprises in Department of economic development, such as department store leading enterprises, control network terminals, enterprises that are easy to copy and expand, and the ability to expand and integrate in the good environment, enjoy the channel sinking and industrial upgrading, will increase significantly.

"Structural adjustment" and "big consumption"

The rise of consumption is mainly viewed from the perspective of national economic restructuring, because net exports and investment are the main factors that drive economic growth in the past. Under such a domestic and international background, such a development strategy is bound to be narrower and narrower. The concept of big consumption includes retail department stores, clothing and so on.

Looking forward to "12th Five-Year", we expect that the final consumption rate will increase from 48.6% in 2010 to about 55% in 2015 under the premise that the GDP growth is about 7% annually. The long-term goal is to reach the final consumption rate by 65% in 2020. To achieve such a goal, the government needs to make major decisions in two aspects: first, adjust the income distribution (including adjusting the income distribution relationship, reforming the income distribution system, expanding the coverage of social security system, improving public services, etc.); two, accelerating urbanization, and the most important point is the urbanization of migrant workers. 200 million the settlement of population, stable employment and entry into security will result in a large number of new demand, which will also enhance the carrying capacity of small and medium-sized cities and small towns.

The emerging channels of e-commerce are threatening.

Although clothing e-commerce has been developing for more than 10 years, it has not been very warm before. Until 2007 to 2008, China's clothing e-commerce entered a period of explosive growth. Clothing and apparel also became the first category of online shopping, and the volume of transactions jumped to the top of all kinds of commodities.

Over the past few years, with the increasing support of local governments in e-commerce, the growing maturity of e-commerce and Internet technology, and the expansion of Internet users, more and more traditional clothing brands, traditional department stores and wholesale markets have invested money and energy to open up the unknown blue ocean market. At the same time, all kinds of online direct selling brands from the Internet, B2C and C2C shopping websites are leading the Chinese e-commerce industry at the speed of rocket development.

In 2006, the volume of online shopping in China was 31 billion 200 million yuan, of which the clothing category was 3 billion 540 million yuan. In 2007, the scale of China's online shopping market increased by 90.4%, and the total turnover amounted to 56 billion 100 million yuan, of which the clothing category was 7 billion 520 million yuan. In 2008, the total volume of online shopping transactions reached 125 billion 700 million yuan in China, of which the clothing category was 17 billion 110 million yuan. In 2009, China's online shopping volume reached 258 billion 600 million yuan, of which the clothing category reached 30 billion 520 million yuan. According to statistics, the scale of online shopping basically reached the level of last year in the first half of this year. It is expected to reach 500 billion yuan a year, and the scale of online shopping users will exceed 100 million. As of June this year, the number of domestic online stores has reached 1200, and the growth is fast. It is expected that the number of online stores will reach 1300 by the end of this year.

C2C mode development or bottleneck

The C2C market in China is basically stable. Taobao has the largest market share of more than 80%, followed by Pat, and eBay ranked third in the market.

Taobao has attracted a large number of merchants and online shoppers with its free and low price strategy, thus creating the myth of C2C. In 2006, China's C2C total transaction volume was 23 billion yuan, of which Taobao ranked 65.2% in the market share. In the second quarter of 2009, China's C2C online retail market reached 52 billion 889 million yuan, an increase of 106% over the previous year, a 20% increase over the same period. By 2010, this figure is expected to reach 289 billion 300 million yuan.

B2C industry is developing rapidly.

The 2007-2008 year is the outbreak of clothing e-commerce. On the one hand, in the past few years, the market of C2C platform has been nurturing. In 2007, clothing became the largest category of online shopping. In May 2007, Ma Yun launched Taobao business Taobao mall on Taobao to support online retail of domestic small and medium-sized enterprises, which provided e-commerce opportunities for traditional apparel enterprises. Jingdong mall, Dangdang and other B2C enterprises are also developing rapidly, which is undoubtedly a challenge to traditional physical stores. Nowadays, more and more offline brands are stationed in the B2C electronic sales platform, hoping to get a slice of their own in the Internet market. After three years of development, Taobao mall appears as an independent domain name, which marks Taobao's entry into the B2C market competition.

In contrast, Lining, Giordano, Daphne and other traditional clothing brands with their own electronic sales platform appear more active in the battle for e-commerce market.

At the same time, sellers such as lemon green tea, aka, rip and silk, Osa women's wear and so on, which grew up on Taobao online, grew stronger and stronger. They already own their own brands, designers, corporate culture and factories, and evolved from "grass roots" to super large sellers of aircraft carriers. The appearance of the "Amoy brand" is not only as simple as the affirmation of the network sales mode, but also the birth of a new market structure.

On the other hand, PPG, which appeared in 2005, created a new mode of menswear direct sale. By 2007, its direct selling mode was gaining popularity. A large number of men's direct selling websites appeared, and VANCL took the lead. Today's PPG has long been closed, and the founder's fan has grown rapidly in 2009 to become the Internet lifestyle brand known to Chinese netizens. Next, a number of online brands such as the 332 shirts direct selling network, shoe buying network and others have been coming forward with a high profile. The online menswear brand MasaMaso and the online underwear brand, LAN Mei, have opened the shop from the online to the offline, and have proved the strength of the brand from the Internet by entering the high-end shopping malls.

{page_break}

Electronic commerce has entered the era of B2C today.

Traditional channels touch the net "not acclimatized"

In view of the high returns and excellent development prospects brought by e-commerce websites, many garment wholesale markets are also unable to sit up and build their own independent e-commerce websites. In 2008, Sijiqing and Alibaba formally launched strategic cooperation, set up the Sijiqing Network Technology Co., Ltd., and officially entered the Alibaba Chinese station platform, becoming the first Alibaba professional market user. In the same year, Hanzheng Street e-commerce network was officially opened. In 2009, the e-commerce platform of Shishi garment city was formally launched. Subsequently, the e-commerce platform of Changshu garment city was closely followed. Although the development of e-commerce in various specialized wholesale markets has been developing rapidly, it has achieved little success. Most of them have only played a promotional role in the market.

Apart from the traditional professional market, department stores are also unwilling to be lonely and join the network army. In 2006, one of the stores under the Wangfujing department store was officially opened. The three month later, Bailian Group founded the "Bailian E city" on the basis of electronic commerce. In 2008, the online shopping mall project was completed and opened to trial on the occasion of the 30th anniversary anniversary of the celebration of the contemporary shopping mall. Although the department stores continue to join the ranks of e-commerce, these traditional department stores seem to have some "acclimatization" in the new environment of survival compared with the previous department stores, and their influence and scale are far less than those they have gained in the traditional market.

C2C has bred the development of China's electronic commerce. The wholesale sales of the Internet will be a trend of future development. The wholesale market of apparel, which faces professional consumers, is still not mature. Therefore, the development space is wider than the B2C of terminal retailers.

Innovation of wholesale and retail business mode in specialized market

The wholesale market of clothing began to form spontaneously in the 80 month of last century. In the course of development, under the guidance of corresponding policies of the authorities, the market has gained rapid development. Its business place has gone through the evolution process of booth type, greenhouse type and shopping mall type, reflecting the gradual transformation from disorder to order in the early stage, gradual promotion from the early low grade, and the gradual expansion of the market scale from the early position, thus forming the mature distribution channel of the clothing wholesale market. Since the formation of a more mature garment wholesale distribution channel, the clothing wholesale market has been regarded as the barometer of the clothing industry. The market is booming, the industry is flourishing, the industry is flourishing, the market is booming, the clothing industry is booming, and the clothing wholesale market is indispensable.

Hu Baogang, the famous expert in the professional market and the chairman of Beijing China League creative management consultant Co., believes that during the "11th Five-Year" period, with the adjustment and transfer of the industrial structure between the eastern coastal areas and the central and western regions, the fashion market has been further optimized in the way of "going out and coming in". In the next five years, the construction and development of China's garment market must follow the development trend of the apparel professional market, and solve the problems in the operation of professional apparel market. "Integrated business invitation" and "brand operation" are the key to the success of the garment market in the future. Continuous pattern innovation is the only way out for the clothing professional market. At the same time, we should gradually shift from "specialized market networking" to "Networked professional market", and a garment network trade market based on the entity market, taking network resources as the carrier and virtual shopping mall as the means, and will gradually become a new platform for the future garment professional market.

Innovation and transformation to enhance brand awareness

During the "11th Five-Year" period, many professional markets across the country promoted brand awareness and focused on the introduction and operation of brands. For example, Haining Leather City, while actively cultivating brands, has also introduced many famous brands, and has created its own brand effect. So far, two brands of Mmonu and snow leopard have become famous brands in China. The white collar has become a well-known trademark in China, and a large number of famous brands in Zhejiang have been born. In the next 3-5 years, Haining China Leather City will also choose to set up a leather professional market in some other cities in China, such as Beijing, Tianjin, Chengdu and Chongqing, and Central Plains.

Bai Rong World Trade Center attaches great importance to brand operation. Under the situation of "marketization of markets and marketization of shopping malls" in the same situation of "zero and zero", Bai believes that only brands can cultivate and attract loyal customers and consumers. They have introduced famous brands such as Adidas, Nike, CONVERSE, KAPPA, Mester bunway, Semir and other famous brands, opened up the first line of the first line brand not to enter the market; Bai Rong's brand bra category has already monopolized the position in Beijing, and the bra manufacturers of the second tier brands have chosen one of the main standards in Beijing's regional agents.

Changshu Tianhong garment city occupies the core business area of Changshu garment city. Under the premise of Changshu's specialized market segmentation, it is positioned as a wholesale market for women's clothing and fostering the market with advanced management concepts. The market has defined the management orientation of "brand, fashion and specialty". With the business philosophy of "market oriented environment and market-oriented operation", the famous brands and strength merchants in Shanghai, Hangzhou and Changshu have been introduced to achieve the goal of "the number of women's clothing brands first and the strength of merchants first" in Changshu business circle. According to statistics, nearly 10% of the households in the market have their own brands, brand display and regional office headquarters. Nearly 50% of the business households are transformed from single business mode to multi brand combination and wholesale joint operation.

As the largest distribution market of Henan women's clothing, Jin Rong business city has more than 500 women's clothing factories in Zhengzhou, carrying more than 80% of Zhengzhou women's clothing market output responsibilities, bringing together more than 92% of Zhengzhou's women's wear brands. It has witnessed the whole process of local clothing enterprises from small workshop production to large-scale waterline operation, from imitation to independent research and development, and has become an important window to show the development level and strength of Henan women's clothing industry. The successful launching of the "2010 Zhengzhou Jin Rong women's wear new conference" marks a solid step forward in the development of Zhengzhou women's clothing in the direction of branding.

Industry upgrading and innovation business mode

During the "11th Five-Year" period, the competition of the economic environment in various professional markets across the country has become more and more intense. The brand competition consciousness of the operators has been constantly improving. Meanwhile, the new market in the surrounding area has been rising, and some merchants have started to divert their customers. How to stabilize the customers and strengthen the brand is a problem that the market must consider.

In 2007, Haining China Leather City formed a professional market group with leather city as its main body. In 2008, leather city started the construction of leather headquarters business district project in good time. In January 26th of this year, Limited by Share Ltd, Haining China Leather City, was officially listed on the Shenzhen stock exchange. The successful listing of leather city has provided a new platform for its own development. It has played a key role in further strengthening and expanding the company, accelerating the pace of endogenous growth and extension, improving the leather industry chain and upgrading the industrial cluster, and enhancing the external influence and popularity of the leather city.

The chairman of Haining Leather City Limited by Share Ltd has pointed out that the opening of Haining leather city of Tong Er Bao has achieved the first step of the national chain strategy, while the four phase of Haining leather market in China is built and opened, and the product structure has been further segmenting and the business format has been perfected. At this point, Haining China Leather City Group has become an undisputed "super carrier" in the leather industry.

In the past five years, the five major development goals of modernization, modernization, branding, diversification and information have been invested in about 6000000000 yuan. In these five years, the clothing city has built up a number of modern commercial cities, such as International Garment City, small commodity market, shoe industry center, fashion center, hardware market, men's wear center, Tianhong clothing city, leather city, Marriott International Textile City, and Shi De Wei foreign trade domestic sales center. Through a series of measures such as government guidance, preferential policies, brand access system and so on, every market has formed its own characteristics, and has taken the brand specialization road. At present, there are more than 200 famous trademarks in the provincial level and more than 200 famous brands at the provincial level, more than 5000 well-known brands, and the total agent, general sales and exclusive stores are over 1000. Pan Yunlai, director of the Changshu Garment City Management Committee, said that in order to adapt to the complex economic environment, Jiangsu Changshu garment city has constantly adjusted its pace around the scale.

For the Beijing Bai Rong World Trade mall, the strategy of "strong trade zone" implemented by the government during the "11th Five-Year" period has brought about a thriving development situation for the trade and service industry, and has created many new breakthroughs. Xu Guozhu, general manager of Beijing Bai Rong World Trade mall, pointed out that during the "11th Five-Year" period, Bai Rong was transformed from professional wholesale to wholesale and retail. The main commodities in the mall also changed greatly. The original four commodities were compressing down garments, expanding women's clothing, developing knitting, and introducing small commodities. In 2008, the two phase of the 100 glory business filled the small commodity market lacking in Muxiyuan business circle, and then became the largest small commodity market in Nancheng.

In September 24th this year, Bai Rong jointly established the "Bai Rong South Korean clothing procurement center" with the Korean apM market, laying an important milestone for Bai Rong to build the first commercial aircraft carrier in Asia.

Xu Weimin, general manager of Tianhong Garment City, pointed out that in recent years, the garment city has been vigorously adjusted and optimized to enrich a large number of strength merchants. At the same time, we should boldly innovate in market channel development, market brand promotion and management supporting services, and establish the core competitiveness of Tianhong's "low wholesale price and win the market". To a certain extent, it is the upgrading of business capacity, the upgrading of market channels, the upgrading of business philosophy, the upgrading of brand share and the upgrading of business strength. Through the wholesale operation of a single brand, the brand can be transformed into a multi brand combination wholesale, and the independent brand will be registered to develop the form of affiliate agency so as to realize the upgrading of the market management strength and the transformation from extensive management to meticulous management, thus ensuring the continuous competitive power of the rainbow in the market.

Jin Rong, chairman of the business city of Wang Jianxun, believes that Jin Rong's trade city is based on the professional clothing market. In promoting the discipline of garment industry, the dissemination of clothing brands, brand management and innovation, the concept of "win-win industry" is put forward. Every link of the industrial chain is very important. The whole industry is developing, and all links in the industrial chain can achieve win-win results. In August this year, Jin Rong international light textile city was opened in Henan. The textile city is located in the exhibition and trade center of the textile trade in the central region. It fills the short board in the upstream part of the textile and apparel industry chain of Henan province. It is a concrete embodiment of the strategy of Henan Henan Trading Co., Ltd. to improve the apparel industry chain and to implement the strategy of revitalizing "big textile and big clothing".

Looking forward to the future prospect of "12th Five-Year"

For the next five years, the Chinese leather city insists on relying on industry, service industry and development industry for the purpose of expanding the development area, widening the financing channels, strengthening internal management, accelerating personnel training, and further consolidating the "four centers" (the world leather processing and manufacturing center, the China Leather Display and trading center, the China leather clothing fashion publishing center, the Yangtze River Delta Tourism and leisure shopping center), and building the "three markets" (brand market, humanities market and harmonious market), making new contributions to the development of China's leather industry and the economic development of Haining.

Pan Yunlai plans to invest about 6000000000 yuan in Changshu clothing city, continue to increase the construction of key projects, and set up a performing arts center, which integrates new product releases, model performances, theatrical performances, etc., using the radiation of the Central Culture Plaza to do specialized shopping shopping, and establish a modern logistics system integrating warehousing, production, packaging, distribution and transportation. Strive to reach the end of 2015, the commodity market turnover amounted to 120 billion yuan.

Xu Guozhu believes that the State takes a series of actions to stimulate domestic demand and stimulate consumption, which brings opportunities and challenges for the development of the comprehensive market. Seeking new business models and operating structure is also the focus of the future work of Bai Rong. At present, the third industry is also part of the state's industrial readjustment policy, and the third industry will be closely followed by the national policy, diversifying the investment entities, and actively promoting regional integration to achieve globalization.

Xu Weimin said that Changshu Tianhong clothing city continued to consolidate the market format, optimize the combination, and continuously enhance the business strength of merchants, enhance the influence of Changshu women's clothing brand in the whole country, and expand the influence of Changshu Tianhong clothing city in the clothing wholesale business circle. At the same time, through the brand regional headquarters, Tianhong online City, Tianhong OEM center, clothing wholesale and other positioning combinations, the exhibition, office, affiliate and wholesale will be integrated to form the overall brand effect of rainbow.

　　 More than 80% of Henan's local businesses have sprouted from this life in the Wang Jianxun and Jin Rong commercial city. The Jin Rong trade city has made efforts to create the "Yu faction clothing export platform". On the basis of this, the function of "Yu faction brand incubator" has been gradually given. Through measures such as management upgrading, resource integration and production chain improvement, we have made great efforts to implement the strategy of revitalizing Henan's "big textile and big clothing" strategy.