Garment Industry: Innovation And Quality Synchronization

The report on the prosperity index of the apparel industry shows that although the boom has declined slightly in the first quarter of 2011, the overall operation of the garment industry in China is stable. Among them, the industry production, employment and other indicators grew faster than the same period, fixed asset investment growth year-on-year Da LiShi Tsgau; exports, Sale Although the indicators such as total income and profit have slowed down, the profit rate of industry sales has reached the highest level in history, and the deficit has narrowed further.

In the year 12th Five-Year, the upgrading of industrial structure, upgrading of technology and equipment, elimination of backward production capacity and industrial transfer will continue to be the dominant trend in the development of garment industry. Full innovation will become an important starting point for improving the quality of the development of the industry.

Multi channel brand innovation to enhance value

The importance of brand building is the consensus of the apparel industry. Nowadays, Garment industry With the quickening pace of mergers and acquisitions, increasingly fierce competition, consumers increasingly pursue personalized fashion, and other factors, it also urges enterprises to continue to intensify their efforts to build their own brands. At the nineteenth China apparel (12.09,0.00,0.00%) fair, which has just been concluded, many enterprises have made efforts to upgrade their products and enhance their value through strengthening brand building. Some enterprises have tried to establish their own brand business models, and have injected multiple elements such as anime and other products into the product design and marketing, and brand culture is ready to come out.

It is understood that the brand has won the seventh annual innovation award of Chinese clothing brand. Product planning The road of private brand business is integrated with design, production and sales. It is reported that the private brand clothing specialized retailer is a kind of business mode from design and manufacture to sales terminal, which is implemented by the enterprise itself and highly vertically unified on the value chain. Drawing on this garment production and marketing mode, the market size of the park has been developing rapidly, and hundreds of chain stores have been set up throughout the country. It is understood that the advantage of this business mode is that a complete process from material mobilization, planning, development, manufacturing, logistics, sales, library management to store planning is completely managed by the same enterprise, thereby effectively reducing the loss of enterprise value chain efficiency. The company official said that the innovation of this mode allowed the brand to avoid being controlled by others, and it also helped to establish target consumers' attention and loyalty to the brand.

Innovation is the foundation of brand, and some personalized clothing brands also seek breakthroughs in the process of preserving originality. On the basis of adhering to its own characteristics, it has become the choice of many original design brands to dig into the brand culture and dig out the individual elements contained in the brand. At present, a large number of niche design brands have come to the fore in the network clothing sales channels, and have begun to explore other development paths outside the large-scale clothing business.

At the same time, the traditional garment enterprises are also paying close attention to the strategic opportunity period of "China's textile and garment industry" from 12th Five-Year to March, and intensifying the consolidation and innovation of the existing brands. As a famous brand in the industry, Bosideng is trying to transform into an integrated clothing enterprise with Down products, men's wear, men's wear, women's wear, casual wear, children's wear and outdoor products. In the global market, it focuses on potential outstanding brands and overseas sales network, and plans to speed up the extension of the company's sales terminals in the international market in the form of purchase and merger, equity investment cooperation, and achieve breakthroughs in a wider range and higher level. At the end of last year, Bosideng researched and developed special feather clothing for meeting the needs of disaster relief, sports and other special occasions, and striving to realize the comprehensive industrialization of high-end cold proof products.

Multi channel innovation brings live market

Recently, the Circulation Association of China Textile Industry Association and the China Apparel Association jointly released the list of China's clothing growth brands in 2011. A total of 81 clothing brands were selected for the list of China's apparel growth brands, and 10 garment professional markets won the title of the Chinese clothing brand incubation base. One of the highlights of the conference was 24 new channel brands were selected as excellent channel brands of Chinese clothing.

It is understood that the 81 Chinese clothing growth brands listed in the list cover eight major categories: Women's wear, men's wear, women's trousers, men's trousers, children's wear, sweaters, knitwear and tooling. Most brands have an annual turnover of more than 30 million yuan, with 3 annual turnover of over 100 million yuan. The business models of these brands are mainly based on agents and direct businesses. The number of brands in direct and total distributors and general agents has increased significantly compared with last year. The newly launched 24 outstanding brands of Chinese clothing brands are mainly distributors and agents in the professional market. Some of them are brand business companies, and some are agents with many years of experience in general agency. From the scale of brand operation, 16 of the annual turnover reached 50 million yuan. From the number of operating brands, there are 8 channels, the number of brands running more than 10 brands, of which 5 channels have more than 20 brands, and the largest number of brands has reached 35. The award-winning channel brand related responsible person said that there is a close relationship between clothing brand and channel brand. Excellent clothing brand agents should actively expand the sales channel of agent brand, and try their best to improve the brand influence of the agent brand, so that they will have stronger vitality. This also fully reflects the importance of channel to clothing brand.

In addition, more and more attention has been paid to the development of network sales channels. More traditional clothing brands, traditional department stores and wholesale markets are investing money and energy to open up internet sales channels, while all kinds of Internet direct selling brands, B2C and C2C shopping websites are developing rapidly. At the same time, the brands represented by lemon green tea, aka dress and so on have grown up from Taobao's channel platform and have their own brands, designers and factories.

The wide spread of network marketing and the huge profits brought by this channel fully show that the competition of garment industry is gradually extending from the traditional entity channel to the network and new media channel. E-commerce has become an indispensable marketing promotion method for garment enterprises. A few days ago, China apparel network, headquartered in Hangzhou's e-commerce website, announced that the website has completed the acquisition of T100 fashion trend network and will build a complete e-commerce chain of garment industry on the basis of holding 51%. Zhang Zhouping, an analyst with the China Electronic Commerce Research Center, believes that China's apparel network has initially formed a complete industrial chain through the acquisition of related websites in different fields and industries. The website business involves industry portal, B2B e-commerce, clothing design, brand marketing and so on. This also marks the further improvement of China's clothing and textile industry in the field of B2B e-commerce, or will usher in a new round of shuffling. As for the integration of network marketing resources, it will also continue to improve the quality of clothing network marketing. {page_break}

Multiple measures to promote technological transformation

According to relevant information, in the year 12th Five-Year, the task of mining new resources, integrating and optimizing existing resources and enhancing resources creation value will accelerate the adjustment of industrial structure. The new round of large-scale technical transformation, which takes energy saving, high speed, intelligence, specialization and multi process integration as the mainstream, has been completely rolled out. The technological transformation of advantageous enterprises is characterized by the transformation of the whole process of informatization, the deep integration of informatization and industrialization. The R & D and application of process reengineering, new products, new materials, new processes and new technologies will gradually increase. A breakthrough will be made in the construction of a technological innovation system based on the combination of industry, education and research, which is based on enterprises, market oriented, industry platform and research institutes.

China textile industry association responsible person said that "12th Five-Year" is an important period for textile and garment industry to grow from strength to strength. In the next few years, increasing the contribution rate of technology and brand will continue to be an important direction for the development of China's textile and garment industry. The reporter understands that with the further development of industrialization, information technology, urbanization, marketization and internationalization, China has become the largest consumer and producer country of clothing in the world. Whether from the perspective of meeting the diversified needs of consumers or promoting the development needs of textile and garment industry from strong to strong, China's textile and garment industry will strive to achieve its new goal in the next 5 to 10 years in its own brand building, that is, to cultivate more than 100 regional brands covering the entire textile industry chain, cultivate thousands of well-known brand enterprises, and the brand value is more than trillion yuan.

At the clothing fair, the flourishing prosperity of China's own brands has become a climate. Many exhibitors have been in line with international standards in marketing, display and creative design, showing a good momentum of independent brand development. Recently, many garment companies unveiled the fourteenth cross-strait textile and garment exposition have launched the latest achievements in scientific and technological innovation. Exhibitors say that consumers are increasingly demanding on the functionality of clothing. They are focusing on future development, and they are committed to developing products with unique functions. It is understood that scientific and technological innovation and own high-tech products have become the consensus of Shishi clothing enterprises participating in the exhibition. Firmly grasp the trend of garment industry moving towards functionalization and high technology, and take innovation as the driving force, which will provide lasting impetus for the development of garment industry.