Clothing Professional Market: The Best Investment And Scale Expansion Of "Double Prosperity"

　 In recent years, the clothing specialized market investment is quite hot. On the one hand, the urbanization has promoted the commercial real estate, which has accelerated the rapid development of the clothing specialized market; on the other hand, because of the extension and expansion of some garment industry chains, the clothing market has been strengthened. industry chain The formation and development.

According to incomplete statistics of www.f4h.cn website, by 2010, China's clothing professional 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 transformation 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 professional market was relatively low due to the difficulties in attracting investment in the clothing professional market. In 2010, the growth rate was less than 20% in 2009 than in 2009. On the contrary, thematic clothing market (Oteri J, clothing theme stores, tail goods markets, etc.), composite trade complex (or clothing theme or clothing supplement) and market group (together with professional market combinations of several different categories) increased 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. Why does this happen?

If we can see from the perspective of industrial economy, it is easy to see that clothing Professional market We also need to face six levels of subdivision:

First, the field is 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 an industry: textile industry Textile industry;

Three, the product is the industry: clothing products -- clothing industry;

Four, components are the industry: clothing components -- women's clothing industry.

Five, the section becomes an industry: clothing section -- clothing research and development industry, clothing creative industry and so on.

Six, links become industry: clothing links - clothing market industry, clothing network industry.

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 can 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 some garment market which have been difficult to invest and operate, the problems of these garment markets are mainly in the planning and positioning, or following the traditional fashion market management and positioning characteristics. It is difficult to adapt to the changes in the market of the new garment industry, or borrow the marketing and planning methods of commercial real estate, and are not familiar with the deep-seated problems and the 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 with the development of network economy, the future experience economy will gradually be separated from the service economy and become an independent industry. Therefore, the combination of experience economy and network economy will completely change the industry and industrial chain of China's specialized market. With the development of networked digital commerce, new technologies such as cloud market, Internet of things, electronic commerce and 3D virtual market have entered the field of garment professional market. The industrial chain of China's apparel professional market will have a fission outbreak, and its core value will also undergo fundamental changes.

In the Internet era, all platforms have begun to transform 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 pattern, 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 entered the garment market industry with the new business models such as "network information, e-commerce, exhibition, modern logistics, short process terminal", so that the garment market industry has gradually become a new industrial entity. From the reverse integration results of this industry chain, the Chinese apparel industry is forming a "pull" industrial chain with the core of garment market industry, that is, the purchase chain and the network trade chain, which constitute a new mode of the innovative professional market network digital trade network trade port.