The Crisis And Vitality Of Chinese Brand Men'S Clothing

The plight of the clothing industry

The impact of the financial crisis has gradually resumed. In the past two years, China's garment industry has undergone structural adjustment and pformation and upgrading. The export situation has improved, and the competition in the domestic market has become increasingly fierce.

The competition is more intense: the upstream enterprises of textile and apparel industry chain extend to the downstream, expand the brand market of men's clothing, further enhance the brand concentration of the domestic market, the domestic market continues to heat up, the brand channel sinks, the two or three line market becomes the focus of domestic and foreign men's clothing enterprises, the competition between domestic and international brands is becoming increasingly fierce in China's market, more and more enterprises are coming or going on the market, and the era of "capital is king" in the clothing industry has arrived.

The loss of labor force: due to land constraints, raw material costs and labor costs rising, appreciation of the renminbi, the pfer of industries in the central and western regions, and the change of the concept of employment after the 1980s, the overall employment gap of the garment industry in the southeast coast has expanded, and the survival environment has become more serious.

Vitality in crisis

Despite all kinds of pressure, the implementation of the 12th Five-Year plan will bring new impetus to our economy. The launching of the new strategic industrial plan, the upgrading of residents' consumption and the further acceleration of urbanization all contain enormous market demand and development space.

"Complying with the new expectations of people of all nationalities to live a better life, protecting and improving people's livelihood" has been written into the guiding ideology of the 12th Five-Year plan, and the continuous improvement of people's well-being is more directly reflected in the "clothes" headed by the basic necessities of life. The Chinese men's clothing industry will also usher in new opportunities under the crisis. The specific directions can be summarized as follows:

Solid foundation is a strong foundation: in the next few years, the industrial resources will speed up to move to large enterprises, and the profitability of the industry will be further improved. The scale of industrial investment and production will be raised to a new level.

We can actively strive for listing and financing by standardizing the enterprises themselves, so that enterprises can become more advantageous large enterprises.

"Go all the way" to seek development: "east run" means to focus on the domestic market, and "going west" means developing overseas markets.

In the case of unclear external demand and pressure on RMB appreciation, focusing on the growing domestic market, it is a way to raise prices and pass costs by passing brand value and providing value-added services. Following YOUNGOR's acquisition of the US New Malaysia company and Shandong Ruyi Japanese acquisition prestige Co., it is a new direction for enterprises to go abroad and actively explore overseas markets.

"Fast response" preemptive machine: pay attention to the construction of information network, grasp the market sales situation, allocate inventory, measure performance, strengthen internal communication, and constantly improve management efficiency and reduce costs.

From the perspective of clothing consumption habits, if branding can first appear before competitors, it will protect the company from the highest profit.

The shortened process also ensures the confidentiality of products, thereby reducing the likelihood of competitors being plagiarized.

The combination of "virtual and real" channels: e-commerce as a new business mode is rapidly sweeping the domestic market. According to the Ministry of Commerce, the volume of online shopping market accounts for about 5% of the total retail sales of social consumer goods in the next 3-5 years.

In the face of this huge market, brand clothing enterprises can expand their physical market while developing their own shopping websites and shopping mall to increase sales channels and expand market share.