Domestic Clothing Brands Are Inside And Outside The Enemy &Nbsp; The Fragility Of The Garment Industry Is Highlighted.

In the 80s of last century, in the Japanese movie "chase", Ken Takakura made a windbreaker with a vertical collar, and set off a wave of windbreaker in China, which has become a collective memory of many people. It is said that the domestic manufacturers made one hundred thousand pieces according to the windbreaker styles in the film, and they were sold out in less than half a month.

This case tells us the striking influence of popular elements and fashion trends in the apparel industry chain. For example, in the past two years, the hot leopard pattern and lace and broken flowers in the ladies' dress, the Striped lattices in the men's wear... These fashionable elements often become indispensable points of attention. Many of the brand manufacturers have made a lot of money through their best-selling single products.

But in the brand Garment industry It is no easy task to stabilize the market leader and enjoy the brand premium. Fashion needs constant change to have fresh charm. Fashion also needs constant innovation to have more consumption value.

Fashion and news, two seemingly indifferent industries, have the common characteristics of fragile products. Hot spots are changing rapidly, and news hotspots and fashion trends are all fresh. Once they become bright, the materials for intensive cultivation will be greatly reduced. For example, the custom dress that stars compete for is beautiful, which is a fragile product. Once it is put on a specific occasion, its value will shrink, and it will also cause embarrassment to the bumper shirt from time to time.

With the increasingly fierce competition in the fashion industry and the massive attack by foreign brands, local clothing brand Inside and outside the enemy, the industry's fragile product characteristics are more significant.

Zheng Heming, the head of Kaiser shares, is well versed in the torrent of clothing industry. He repeatedly repeats: "clothing companies are easy to go bankrupt and must insist on, improve and improve." He also stressed that men wear brands and women wear styles. A pattern often leads to the outdated appearance of the entire outfit.

Against this background, fast fashion brands such as ZARA, H& and M have stirred up a pool of spring water in the domestic fashion industry. The most colorful feature of this mode of operation is rapid response. From the R & D design to procurement, distribution, sales and other links, the supply chain has been quickly feedback, thus successfully solving the problem of long production cycle and large inventory. Although most of the domestic brand clothing listed companies do not coincide with these fast fashion consumer groups, it is no doubt that accelerating the supply chain reaction capability of enterprises is the general trend.

In recent years, when journalists communicate with executives of domestic brand clothing companies, the other side invariably emphasizes two issues: first, improving the efficiency of the industrial chain; the two is to reduce production costs and light asset operation mode, which has become the industry consensus.

Domestic brands used to have only one or two orders per year, and now they have risen to more than four times. Among them, Kaiser shares now adhere to the six quarter development, four orders.

Approaching the office buildings of Kaiser shares, such slogans as "implementing ERP (Management Information System), starting from knowledge, and finally knowledge" can be seen everywhere. In response to the rapid changes in the fashion industry, the company is trying to do both inside and outside, while promoting diversified products to meet different needs of consumers. On the one hand, it is designed to capture the trend information with a high degree of research and development. On the other hand, it reduces costs and improves operational efficiency through scientific management and information management.

For a listed company that builds a huge sales network, seeking the right to speak in the fashion industry needs not only the perfect system and human resources reserve, but also the support of advanced information technology.

As we all know, in the whole fashion industry, there is always a small number of classic pieces, and nothing can last forever. Even Chanel's little black dress and Armani's Black Label dress are different from radish and cabbage. But compared with the fashion elements, the fragility of the brand is too much, and the reputation is broken easily. Among the four basic needs of our country's clothing, food and housing, the other three have been criticized at the moment. Do not know whether the clothing industry can be independent?