2010 Exams, Chinese Clothing Collective Pass

　　 The present situation of Chinese men's wear

2010 China Men's clothing industry In the period of recovery and structural transformation. The indicators gained a relatively high growth rate on the low base in 2009. The industry's progress reflected in the absolute data of economic operation is not enough to reflect changes. In 2010, new phenomena and changes such as "gradient transfer main body change", "queuing up of enterprises listed on the market" and "International Brand Initiative in seeking domestic cooperation" will lead to the orientation of future industrial development.

The overall situation of China's men's clothing industry is facing structural adjustment and transformation and upgrading. The export situation is improving and the domestic market competition is becoming increasingly fierce and will become the focus of development. How to take the creativity as the foundation and innovation as the means to improve the brand contribution rate and the contribution rate of science and technology as the goal of the product value, and to build the "four in one" brand clothing brand with the good brand ecology based on quality, innovation and soul, and with quick response and social responsibility as the realization process, will be an important topic for the future development of men's clothing industry in China.

China's men's wear industry is becoming more mature. The international competitiveness is changing from the labor cost advantage to the high level of product development and innovation advantages, product quality innovation advantages, brand innovation advantages, and cultural innovation advantages. In the stage of historic industrial structure adjustment and upgrading, industrial resources began to flow and restructure, industrial regional layout was finely adjusted, and industrial gradient transfer started gradually. With the change of consumer market structure and export pattern, men's wear industry image is facing reshaping and international competitiveness is facing upgrading.

　　 The status quo of Chinese women's clothing is directly related to the international market. Competitive pressure

International brands have accelerated the layout of the Chinese market, and this influx will certainly have a certain impact on Chinese national brands. Mainly refers to the international brand, especially the international famous brand. With its long-term development in the market of its brand names, it has already gained a certain reputation and influence. Through the increasingly extensive cultural exchanges at home and abroad, the brand and culture are organically combined, and the impact of the western culture on the domestic market is impacted.

　　 The rise of competitive countries in foreign trade processing

Southeast Asian governments and relatively developed areas in Africa are striving to build the textile and garment industry into people's livelihood industry and foreign exchange earning industry. China has already been at a disadvantage in terms of labor costs, plus RMB appreciation and international price competition. China has lost its advantages in the traditional trade dominated by foreign trade. On the other hand, the trade barrier measures (technical barriers) in developed countries in Europe and the United States have not completely eliminated, and also restricted the growth of China's export products.

　　 Domestic competition intensifies

The clothing industry has directly solved about 11 million jobs in China. The employment related to garment industry related to agricultural products, textile processing and manufacturing, garment circulation and market service industry is as high as 100 million. It is a pillar industry of the national economy, a livelihood industry related to social stability, people's survival and quality of life, and a large exporters of traditional exports. So many practitioners show that the entry threshold of the clothing industry is low, and the technical content is not high, resulting in increasingly competitive pressure.

　　 The brand concept of operators needs to be promoted urgently.

　　 Garment industry It is one of the more thorough reforms of the system. The pure market competition has brought significant changes to the people's clothing happiness index. However, the quality of the practitioners is also uneven, which also restricts the development of the women's clothing industry. Industry organizers urgently hope that practitioners will truly recognize their brands, care for their brands and develop their own brands. The core of culture that truly pays attention to the intrinsic value of brands is culture, with the core of cultural transmission and the sales of brands as the means, a genuine national brand can be created.

With the continuous promotion of economic and trade integration and the further improvement of the domestic garment market, Chinese women's clothing enterprises still need to work hard to improve their management, marketing level and brand management so that they can get rid of the tough competition in the international women's clothing market in the future. The prospect of Chinese women's wear market is beautiful, but the road is hard. The development of Chinese women's clothing is a long way to go.

　　 The present situation of Chinese children's clothing

Changes in market structure and transformation of industrial linkage pattern

Like adult clothing, children's clothing industry will undergo changes from the market to the brand creation market. As international brands will create new markets in the first tier cities, domestic brands will also create more nascent markets in two or three tier cities or even three or four tier cities. Brand consumption will gradually become the mainstream mode of consumption in small and medium-sized cities or even county and township markets. The development of brand penetration into the lower market and inland areas will lead to the formation of the regional linkage pattern of children's wear industry. In the inland provinces, more brand processing enterprises will emerge, while the production scale of coastal areas will gradually shrink, and the development of brand, design, research and development, service and other fields will accelerate. The trend of the gradient transfer that sweeps the clothing industry will also affect children's clothing industry. The enterprises transferred by the current gradient may not be able to bring direct investment to local enterprises, but more based on order transfer. Coastal children's clothing enterprises will also pay more attention to the central and western regions in the choice of "outside consultation".

At the same time, the influx of international brands into China's first tier cities is irresistible. After the real international brand entered China directly, China's "big name" children's clothing enterprises began to cooperate with international brands. In the past, most so-called "international brands" were mostly "authorized brands", which could be said to be "mixed blood" between China and the West. To seize the opportunity to cooperate with these brands, on the one hand is to transform passivity into initiative and transform competition into win win. On the other hand, it is also the promotion and protection of its own brand.

　　 The market is further divided, and the product block diagram is more abundant.

At present, the famous brand of children's clothing on the market has different styles, and the phenomenon of copying and duplication between brands is becoming less and less. The pace of subdivision will continue to accelerate.

In particular, children's clothing will derive more formats from the manufacturing industry. Brand groups, professional brand marketing companies, brand processors, brand retailers, exclusive monopoly retailers, professional purchasers, professional wholesalers, design companies and customized Brand Company will all be shipped.

　 Subdivision will lead to many new phenomena, and some new subdivision phenomena have emerged.

In the past two or three years, the most obvious change in children's wear market is that it suddenly jumped out of a "sports plate", with Adidas and Nike taking the lead, and Chinese brand Anta, 361 degree and Lining followed up. With the extensive mass base and good brand reputation laid down by sportswear, successful brand operation experience and market channel resources, as well as the demand growth of sportswear in children's clothing consumption, the sports sector is almost at the speed of thunder. Perhaps in the future, there will be sports children's wear shops.

　　 Brand tier formation leading enterprises face development choices

Brand change and deceleration is one of the performance of a mature industry. The brand pattern of children's wear industry is coming into being, and in the next five years, the echelon model will be formed from the aspects of region, grade, style and so on. The transformation of brands between the echelons and the new brands will become more difficult.

Whether it is single brand development or multi brand operation, it is impossible to achieve the qualitative leap of brand quality and the stable establishment of market position in five years. In the future, "capital" will even become the lifeline of enterprises and brands. A good brand with good products and good sales may get into a capital crisis because of some external factors or internal factors. At this point, the brand can easily be backed by strong capital. The "listing fever" in sportswear field is not the impulse of enterprises, but in the condition of many competitors and balanced development level, only by capital to break the stalemate, capital enterprises to integrate, no capital enterprises are integrated. There will not be too many homogeneous brands in the market for a long time. It is worth mentioning that recently, the Hongkong frog stock exchange has launched a listing of children's clothing industry, which has opened the curtain of capital operation and brand collectivization of children's clothing industry.

　　 The contradiction between "price increase" highlights the new business model.

"Cotton prices" and "recruitment difficulties" became the theme of 2010.

"Price increase" is always undesirable in the eyes of consumers. Although most enterprises adopt the upward movement pattern and support the "price increase" from the material form of products, cheap and inexpensive products are still the main demand of consumer terminals. The "price increase" has spawned and promoted the birth and development of new business forms, and the most dazzling one is the explosive development of online shopping.

Children's wear is most suitable for online sales, because children's clothing is highly Mashup and very weak body shape requirements. The B2B mode of children's wear is relatively mature. Many enterprises have opened up online ordering channels for dealers and franchisees, improving the efficiency of ordering, replenishment and exchanging goods, while the B2C mode is still half concealed. Many enterprises want to enter the field of online shopping, some choose to build websites themselves, others use Taobao eBay platform to open shops, the former takes up a lot of funds, while the latter is facing the risk of shop style characteristics restriction and rapid plagiarism. The goal of online sales is one of the mainstream sales patterns that account for over 10% of children's wear sales. The goal will soon be achieved, and the loss and benefit can only be resolved and acquired by the wisdom of the brand.

　　 The concept of "children's wear shop" and "children's wear discount shop" are also in the process of brewing. There are OUTLETS stores in big cities, such as theme stores such as discount and discount, and so on. There are specialized shops such as Sanfo and other specialized shops. The new sales format of children's clothing is ready to come out.