2011 Fashion Trends In China

2010, China

Chinese men's wear: competitiveness debate

Influenced by the cost of raw materials and labor costs, the appreciation of the renminbi and other factors, exports have been restricted to a certain extent, and many enterprises are turning to the domestic market.

The moderate pfer of industries from the east to the central and western regions has become a new feature of industrial development.

Due to the expansion of labor gap and the increase of raw material prices, the recovery of small and medium-sized enterprises is weak. The scarcity of industrial resources to accelerate the flow of large enterprises also accelerated the elimination of SMEs.

Enterprises will take advantage of industrial resources reorganization, brand innovation, diversified channels and expanding financing to enhance competitiveness. The survival environment of SMEs is more severe, and men's clothing enterprises will stand out.

In the next few years, industrial resources will speed up to move to large enterprises, the profitability of the industry will be further improved, and the scale of industrial investment and production will be raised to a new level.

With the pformation of industrial background and market environment, there are some new development trends in men's clothing industry: industrial capital flows to large enterprises, and the polarization of industries further aggravates.

Small and medium-sized enterprises are facing a crisis of survival. Large enterprises take the form of industrial resources reorganization, brand innovation, diversification of channels, and expand financing to improve competitiveness, explore industrial chain cooperation, brand cooperation and other modes, and enter the era of "big business" development.

Men's clothing production and processing accelerated from the southeast coast to the central and western parts of China, and the development of men's clothing industry in the central and western regions accelerated.

In 2009, the output of the top 5 provinces of men's clothing production increased steadily, and the output of the central region increased significantly.

At the same time, the ways and paths of pfer are more diversified.

The upstream and downstream enterprises of textile and apparel industry chain extend to the downstream to expand the market of men's wear brand.

The brand concentration of the domestic market is further improved, which will bring some pressure to the development of the existing men's wear brands.

The brand channel is sinking, and the two or three line market has become the focus for the men's clothing enterprises at home and abroad.

With the continuous warming of the domestic clothing market, the competition between domestic and foreign brands in the Chinese market is increasingly fierce.

In the camp of clothing listed companies, there are men's brand enterprises joining or preparing to join.

This shows that the era of capital being king has arrived. It is probably not the brand war, not the price war, nor the channel war, but the capital war that will start in the men's clothing industry.

The men's clothing brand speeds up its entry into the international market and fully participates in international competition.

Such as YOUNGOR's acquisition of the United States new Ma company and the Chinese fir, hand in hand with Itou Tada to launch an international layout, Shandong Ruyi purchase Japanese prestige Co., and Bosideng men's clothing in the UK to set up a direct store.

Driven by the dominant enterprises in the industry, more and more brand enterprises are seeking to go abroad and actively open up overseas markets.

Chinese women's wear: pursuit of more yuan

With the development of new industries, the improvement of educational level and the development of multiculturalism, the economic strength of young women is increasing. People's consumption concept is also changing. Brand awareness is more intense.

Modern consumer dress is individualized, pursuing self style and perfection. Choosing clothes that you like is a fashion.

Most women are willing to dress to express their cultural level and taste.

Women's demand for brand clothing is increasing.

This makes the market more fragmented, from the mass casual wear, sportswear, girls' wear, ladies' wear, fashion leisure, tailored, tailored, and other special design and other deep-seated personalized services to meet the needs of different age levels, different economic status, different cultural backgrounds of female consumers.

The brand positioning of women's clothing is more clear and subdivided, and the brand effect is more obvious.

In recent years, with the rapid development of women's clothing market and the gradual intensification of competition, a number of women's clothing brands with considerable strength have emerged in the market, and the industrial clusters with obvious regional color have been born. The trend of brand, scale, fashion and individuation of Chinese women's clothing is becoming more and more obvious. Women's dress tends to be more casual, diversified, personalized, fashionable and branded.

More and more foreign women's clothing brands have accelerated their expansion in China. H&M, ZARA and C&A have poured into the Chinese market and occupy the leading edge. The GAP of the United States will also open shop in Beijing Oriental Plaza.

With their increasing efforts to expand the Chinese market, the competition for women's wear market is becoming increasingly fierce.

Women's clothing enterprises generally have such problems as high inventory, slow turnover, homogenization of products and so on. At the same time, consumers' loyalty to women's clothing is low, and the market share is not stable. The Chinese women's clothing enterprises are plunged into the whirlpool of price war and terminal promotion war. The market competition pattern of Chinese women's wear industry is rapidly changing from the past price competition to the competition of comprehensive factors such as style, fashion and sales environment.

In addition, clothing enterprises have increased production costs, sales declined and profits have thinned this year, and market competition has become more intense.

Garment enterprises have gradually entered the capital market, and have completed the capitalization operation through restructuring, mergers and acquisitions. Many large scale women's clothing enterprises have extended more than one brand at present.

Chinese women's clothing enterprises are moving from single brand to multi brand and multi category to realize brand strategy.

Multi brand and multi category are based on the diversified development of consumer demand, and determine the differentiation and differentiation of brand positioning so as to drive the growth of sales.

Domestic brands have three brands and more enterprises have white-collar, movie, winner, art, Hui, impression, Song Li Si, Shu Lang and so on.

Chinese children's wear: overcome small chaos

At present, the brand of children's clothing in China still presents a "small, scattered and chaotic" situation, which causes great waste to industrial resources, and children's clothing enterprises and brands will inevitably face the subject of integration and integration.

Industries and enterprises need to take the initiative to take the road of intensive development, integrate resources and integrate resources, and develop the way of internationalization of industrial resources, so as to have the right to speak and control in front of all kinds of resources, and to have the right of guidance and discourse in front of the market.

At present, the level of sewing technology and equipment in our children's clothing industry has basically reached the leading position in the world. We still need to advocate the use of energy saving equipment, recycling resources utilization equipment, and information and automation professional equipment.

In particular, as the foundation of brand innovation, the deep integration of informatization and industrialization, and the soft science of technology and process need to be broken through.

Some enterprises in the industry have greatly increased labour productivity through process reengineering. For example, the calculation of working hours of Fujian financial Mao Group is accurate to seconds, and the accuracy of workstation connection is accurate, which improves the labor productivity of enterprises by 30%.

The integration of industrialization and informatization has become a common practice in the children's wear industry. All the leading enterprises have carried out the information pformation, more or less used the modules of supply chain management software such as ERP. Some enterprises are building specialized and information-based logistics storage systems, which greatly improves the brand's rapid response to the market.

Over the past few years, enterprises have paid more attention to the building of corporate culture. Many enterprises have formed their own style and personality and established a unique cultural orientation.

Culture is the source of brand core competitiveness, and is the root of brand personality and word of mouth.

Brand culture should not stay at the lower level of "telling stories and shouting slogans". "Brand culture" needs to be broken from the strategic level of brand development, making it a spiritual leader guiding brand development in the next 10 years or even longer.

From the present perspective, the brand of children's clothing is too obvious in the whole area, which hampers the emergence of national brands to a certain extent.

Therefore, brand positioning should strive for regionalization and internationalization.

Talent is the carrier of all industry goals and business objectives.

To a certain extent, children's clothing enterprises meet the bottleneck of talents in varying degrees.

The lack of professional talents in children's wear industry, the high cost of trial and error in children's wear enterprises, and the frequent flow of talents among children's wear enterprises make it difficult to perfect personnel training mechanism such as talent cultivation, talent use and talent motivation.

There is no specialized curriculum for children's wear in secondary and technical schools. The professional training of children's clothing in the whole society is not systematic.

In the future, the demand for children's wear and clothing is bigger and bigger, the professional demand is higher and higher, and the sources of talents will be more and more extensive. Employing talents will be more and more common across industries, across fields and across borders. The mechanism of talent cultivation, utilization and mobility will gradually form in the industry self-discipline and industry credit system.