From Product Management To Industrial Revolution -- Garment Specialized Market: Reverse Integration Of Industrialization

In recent years, the investment in clothing specialized market is relatively hot. On the one hand, the urbanization has led the market.

According to incomplete statistics from the city's website, by 2010, China's clothing market has been "1000 markets, 10000 shops, 100 million meters, trillions of trading" aircraft carriers.

In addition to the relatively high success rate of the upgrading and pformation of the old clothing specialized market in the traditional brand business circle (up to 80%), most of the newly built clothing specialized market appeared the difficult situation of investment and operation.

The reason is that we found that the investment and construction speed of the clothing specialized market was relatively low due to the difficulties in attracting investment in the clothing professional market. In 2010, the growth rate was more than 20% below that in 2009. On the contrary, the thematic clothing market (Oteri J, clothing theme stores, tail goods markets, etc.), the composite commerce complex (clothing theme or clothing supplement) and the market group (a number of different kinds of professional market combinations) grew by more than 50%, accounting for 70% of the new professional clothing market in 2010.

It is no wonder that on the one hand, there is a "double crisis" in the pure clothing market, and on the other hand, the "double prosperity" with the strongest investment and scale enlargement has emerged in the compound clothing professional market.

Regard professional market as an industry

Why is there such a phenomenon? If we can see from the perspective of industrial economy, it is not difficult to find that the clothing professional market also needs to face six levels of subdivision industry.

First, the field has become the industry: the primary industry, the second industry, the third industry, the fourth industry, the fifth industry, and so on; two is the industry becoming the industry: the textile industry -- the textile industry; three, the product is the industry: the clothing product -- the clothing industry; four is the component industry: the clothing component -- the women's clothing industry; the five is the sector: the clothing section -- the clothing research and development industry, the clothing creative industry and so on; six is the link industry: the clothing link -- the clothing market industry, the clothing.

Therefore, if we look at the clothing market as a product, it will be monotonous and limited. If we take the clothing professional market as an industry, it will be very generous and full. The six levels of industries can complement each other and improve.

For example, clothing can fuse the first to fifth industries and extend and expand vertical industrial chains in many fields. That is why the function of clothing specialized market is gradually disintegrating, and the form of clothing specialized market is constantly "diversified".

If a new clothing market is now built, it is only a simple consideration of location, category and way. It is difficult to meet the requirements of industrial segmentation and precise positioning.

From the results of hard investment and difficult operation in some clothing professional market, the problems of these garment market are mainly in planning and positioning, or following the traditional fashion market management mode and positioning characteristics, and it is difficult to adapt to the change of the new clothing market, or borrow the commercial real estate sales and planning methods, and are not familiar with the deep-seated problems and changing market environment that the new garment professional market needs to face.

In the future, with the development of world economic integration and pluralistic economy, especially

Continuous pformation and subdivision is the law of market development.

In the Internet era, all platforms have begun to pform from selling products to selling services, first, from "specialized market networking" to "Networked specialized markets"; the two is to form a "reverse triangle" structure of supply chain.

From the demand of the consumer side, we should reverse match and integrate the resources such as production and manufacturing in the upstream of the industrial chain. Under the unblocked two-way information mechanism, the product manufacturing chain and the commodity circulation chain can be linked together rapidly so as to enhance the overall efficiency of the industry.

In the environment of manufacturing surplus and material abundance, the past seller's market has moved to the buyer's market, and the era of buyer centered is coming.

Those specialized market platforms that launch products and services around the needs of consumers, that is, a market that can react quickly to the market, often gain competitive advantage.

The reverse matching resources from the consumer side are market oriented "light market".

They are positioned at a certain level of value in the industry chain, and develop horizontally horizontally. By establishing a platform to organize external resources, the scale effect can be rapidly obtained, thus establishing barriers that are difficult to break through, rather than acquiring vertical integration resources in a professional market.

With the competition and development of garment industry, industrial segmentation is becoming a new feature of garment industry development.

The integration of China's apparel industry chain has led to the formation of garment specialized market industry.

From the perspective of the industry chain, the Chinese garment industry has been walking a "push" industrial chain, which is the supply chain, for 30 years.

The core of the supply chain is in accordance with the mode of production, wholesale, agency, distribution and retailing. It is a "stock taking" mode. In this industry chain, there are no other chain members concerned about the brand except the production enterprise. The result is that besides a part of enterprises that have the ability to control the whole process, most enterprises' brand operation is decreasing gradually.

With the coming of the era of network economy and experience economy, especially the formation and function of the apparel market industry, not only has changed the traditional garment manufacturing industry as the core industry structure, but also has effectively integrated the resources of all fields and industries of clothing with the help of the power of the apparel market platform, and has coordinated "network information".