Li Kailuo: Analysis Of China'S Garment Industry'S Domestic Demand

Based on the domestic market and the importance of local value, it may be China.

Misunderstandings of bear chasing people

First tell a story, two people visit the wild, meet a bear.

One of them hurried off.

This story is because many of our domestic garment enterprises have been holding this mentality for many years: the bear came, I could not run the bear, but I just ran over and you won.

From another perspective, if the whole industry is facing a grim situation, even if you run faster, it may not help.

On the whole chain of an industry, the most profitable profits are concentrated at both ends of the industry chain - R & D, innovation and brand.

This misunderstanding has allowed many garment enterprises based on "made in China" as an international brand processing factory for many years to settle in OEM, paralyzing in the psychological comfort of "international famous brands are all processed by us".

No brand, no channels, no research and development, no terminal, and no one knows how to make a wedding dress by anonymous OEM production. Why?

The way to seize the domestic demand market by creating their own brand means more production input, larger production scale, better production process, stronger shipping capacity and longer time accumulation.

The export of OEM is relatively simple and easy, and it can get immediate results.

"Three ships go to sea"

Some people say that create a market to achieve a group of sharks.

An industry market or a regional market is a vast ocean. In this ocean, it can breed numerous businesses and feed a large number of sharks.

China's emerging market, which is growing up, is large enough to accommodate a large number of large enterprises, and is enough to achieve the dream of many garment enterprises.

To some extent, who occupies the Chinese market is occupying the future profit space.

However, the local market is large enough, but in the current economic downturn, how to make good use of the market, how to deal with the real opportunities, how to brave the wind and waves in the vast sea, and how to fight the sky with the pformation technology?

The textile industry readjustment and revitalization plan has not only pointed out the direction of opening up the domestic market, but also listed a number of specific paths: guiding textile enterprises to develop new products and meeting the needs of different consumers; optimizing and innovating business models, strengthening marketing network construction, reducing circulation links, actively developing rural markets, increasing sales to remote villages, and facilitating farmers' consumption.

However, for enterprises, it is impossible to try every road. The manufacturing enterprises represented by the garment industry can not create a super enterprise by relying on an innovative product like the technology industry, nor can they gain long-term benefits through market promotion just like a purely cultural industry.

From the export oriented to the domestic oriented strategic pformation, garment enterprises should abandon the idea of quick success and instant benefit and choose the right path with their own resources.

The development of the market with the international brands, the introduction of international brand operation mode with international brands and the introduction of the international brand operation mode can enhance the ability to resist wind and waves, improve the ability of developing and managing the market, and push the enterprises to a new competition platform through joint ventures.

Shipbuilding goes to sea - the path of building a brand, building its own sales network, and exporting directly to overseas brands.

In the process of creating brand, the market operation is difficult, the capital and energy needed are huge, and it takes a long time to accumulate and precipitate. This road is relatively long and frustrating, but it can achieve the ultimate dream of numerous enterprises.

Buying ships to go to sea - using crisis to copy the bottom, purchasing overseas enterprises, buying international brands, changing from the original workers who listened to intermediaries to the front-line competitors directly directed by the market baton, often can stimulate the innovation ability of enterprises.

There may be many ways to go to sea, but no matter what ship we use to go to sea, we all need to know that today's sea is no longer the sea that used to be. Today's Chinese market is no longer the closed market in the past. Here, too many overseas giants are racing to meet the share and bonus of China's huge domestic demand market. Today's Chinese enterprises are fighting an international war in the local market.

Challenges and risks coexist. For the traditional "made in China" enterprises that rely on orders, they need to think and act before choosing a market for the domestic demand market, and choose the right shoes and shine their eyes.

"I must say that twenty-first Century is the century of Asia, and that China is the leader in this century," Philip Kotler, a well known marketing group, said in a speech to China not long ago.

Therefore, I call twenty-first Century the century of Asia, and many wonderful things will happen in this century.

There may be exaggerated elements in Kotler's words, but there is no doubt that the Chinese market has great potential, based on the domestic market and the importance of local values. This road may be hazy and difficult, but it may be the most correct way for countless Chinese clothing enterprises to lead their dreams.