Raw Materials Are Soaring, Clothing Enterprises Are "Difficult To Bring Forth New Ideas".

Recently, reporters visited various major clothing markets in Zhengzhou, and found that the phenomenon of "homogenization" in autumn and winter clothing this year is indeed very serious. The old clothes "change colors", "add pockets" and "change zippers" and so on, will be "new favorites", and the prices are also comparable with the new ones in real sense, which leads to many consumers' dissatisfaction.

In response to this complaint, clothing manufacturers admit that enterprises are experiencing increasing pressure on the production of raw materials and increasingly fierce market competition and so on. Where is the mood to "bring forth the new through the old"? However, the expert admonition on this phenomenon is that "holding back" is the drawback of the development of enterprises. Only by continuous innovation and development can we win the consumers and seize the market heights. At the same time, it is also a long-term way for the development of enterprises.

Consumers question: old clothes change

"Apart from the zipper, this coat is the same as the coat I bought last November, and the zipper is not very different in shape, but it's just a plastic sheet."

Referring to the style of winter clothes this year, Ms. Li, who is shopping in 27 pedestrian street, told reporters that compared with previous years, the style of winter clothes basically changed little this year, so many styles of clothes looked very familiar.

"Take this dress for example. I first saw it in the shop, not that it was so attractive, but at a distance it looked like what I bought last year.

I didn't really care about it at the beginning. I thought it was last year's tail cargo. This year, who knows how to turn around in the shop and come up to this dress to find out that the original "2010 winter suit" is on the top.

Let me look at it carefully. It turned out that I had changed a zipper, and the rest of the fabric, color and so on were the same.

Is it a new style for old clothes to change to a zipper? "In the face of the reporter's interview, Ms. Li questioned.

When asked further about whether the price of the dress rose, compared with last year, Ms. Li said that although she could not remember the price of last year's purchase, there was no high price tag in front of her eyes.

Similarly, Ms. Li said that even if the dress became "new" this year, she would not take it out as a new model, because her family, colleagues and friends had already had visual fatigue for this dress.

"Changing a zipper is a new one. If it's not for your own eyes, it's a bit unbelievable. Whoever buys this dress is a bit of a loss. After all, it was last year's style."

Ms. Lee, while telling some consumers, also said that the shopping had given her a lot of experience. In order to avoid similar situations, she did not dare to "start" the winter clothes this year.

"In view of seasonal factors and restrictions on materials and workmanship,

"Actually, this is not a big problem. Consumers may encounter it once, but for us, it is no wonder that they are accustomed to it."

Referring to the style problems encountered by journalists during the visit to the clothing market, the owner of Cultural Road, a clothing store, told reporters that he had been in the clothing business for nearly 20 years. He used to work in the production workshop of clothing enterprises, and he knew well about the style of clothing.

"Clothing, especially winter clothing, looks very similar, which is very normal, which is related to the environment of the whole industry."

According to the boss, there are usually four kinds of small movements that can easily turn the old fashioned clothes into new ones. The first is to change the zippers; the second is to skillfully use leather, that is, to cut off the former clothing materials and add leather to make ornaments in the old clothes, such as collar, cuffs, and hem. Third is to add small ornaments such as beads, sequins, exquisite lace, etc. This is the most common way to change the old ones, and fourth is to embellish flowers and trees.

Compared with the first three methods, the fourth method is the most complicated and complicated method. It usually integrates two or two styles of clothing into a fashion style, such as changing the V collar to a round collar.

"Let's take this lady's short windbreaker, and the production company can lengthen it next year, or take it down, change the styles of the waistband, change the collar style and so on, so that a little change can turn into a new model for sale on the market."

The boss finally said.

Clothing enterprises admit: under heavy pressure, it is hard to have "brave husband" {page_break}.

"At present, with the rising price of raw materials, the increasing pressure of RMB appreciation and the increasingly fierce competition in the apparel market at home and abroad, we dare not compare with the domestic fast fashion men's brand brand on behalf of the odd seven wolves, which are strongly pursuing the sense of design.

Under heavy pressure, we can only choose "conservative" operations, and sell the good ones last year to make a slight change to the market in the name of new ones. In doing so, our enterprises will bear less risks.

A clothing company in Zhengzhou, a person in charge of Liu's office, told reporters during a telephone interview that "in fact, similar styles of winter clothing are not new in the industry. This happens every year, and is very common. Only the phenomenon of winter clothing is not serious this year."

"It is right for consumers to look at this winter dress very familiar". As far as I know, this year's clothing enterprises have chosen such a "conservative" way of operation. There are many reasons for this.

Mr. Liu explained that, first of all, the internal cause, that is, the characteristics of winter clothing, decided that its production cost was much higher than that of spring and autumn clothing and summer wear. Moreover, the design cost and market promotion of new clothing accounted for 30% of the total cost; secondly, the price of raw materials continued to rise, and the profit margins of enterprises continued further.

Again, the pressure of RMB appreciation is increasing, and foreign trade barriers and trade frictions are constantly increasing, forcing many garment export enterprises to fight in the domestic market, which leads to fiercer competition in the domestic clothing market.

"We all know that enterprises have to constantly innovate if they want to grow for a long time. Our winter clothes are constantly trying to innovate. Only a very few sales patterns with excellent sales last year are replicated in the next year.

However, under the pressure of the above multiple pressures, enterprises are struggling to survive. Where is the mood to "bring forth new ideas?" Mr. Liu said with some reluctantly.

Experts admonition: the shortcomings of industry development

Although China's garment industry has experienced nearly thirty years of development, it has greatly improved both in quantity and quality.

However, compared with the relatively developed countries in the world garment industry, we are far apart from each other and are basically at the bottom of the world apparel industry chain.

As far as I know, at present, there are about 5 enterprises in China above the scale of textile and clothing, of which more than 90% belong to labor-intensive enterprises, not only small scale, low grade, lack of well-known brands, but relatively low value-added products, small profit margins, and generally weak ability to resist risks.

Speaking of the current serious homogenization phenomenon in the clothing market, Henan Textile Association President Li told reporters in an interview that poor resistance to risk is a common problem in China's clothing enterprises, and it is also the fundamental reason for choosing "conservative" development under the pressure of many other countries.

"Fashion innovation and risk are the same. When we are not sure about the trend of market, most of us say that enterprises are afraid to eat crab, because they will pay a heavy price if they get the wrong way.

However, if every enterprise is so conservative and so hesitant, the industry will die sooner or later. "

President Li said that in view of the fashion and seasonal characteristics of clothing, coupled with the continuous improvement of people's living standards, people's aesthetic taste of clothing is also improving.

The value of these soft goods, such as the style of clothes, designer's reputation, fashion and popularity, is far more than the hard value of clothing quality in the consumer's mind.

Therefore, the emergence of a large number of homogeneous products in the clothing market can no longer meet the psychological needs of consumers, and is also a major drawback to the development of the whole industry.

Therefore, if the industry wants to develop in the long run, we must face the reality bravely, dare to bear the pressure, take the market as the guidance, look for the development path of differentiation and individuation, intensify the research and development of products, increase the added value of products, and promote the continuous upgrading of industries. This will not only enhance the ability of enterprises to resist risks, but also promote the sustainable and healthy development of the whole industry.