Interpretation Of China Fashion Conference: Spanformation And Upgrading Is The Only Way Out

Interpretation of China fashion conference

In October 20th, the China fashion conference hosted by China Fashion Association was held in Beijing. The first eight Chinese clothing convention, the Association Council and the Specialized Committee annual meeting were held at the same time to set up 20th anniversary Tim Ueno Sumishigeaya for China Fashion Association. At the meeting, Du Yuzhou, President of the China Textile Industry Association and President of the China clothing association, said that the 12th Five-Year outline clearly stated that the most important expression of our changing direction is to expand domestic demand, increase the contribution rate of domestic demand to national economic growth, and in the current international situation, we must also better realize the spanformation of the industry through domestic demand. {page_break}

Du Yuzhou, President of China Textile Industry Association and President of China Fashion Association

"12th Five-Year" proposes to expand domestic demand and raise residents. consumption In particular, it highlights the contribution rate of household consumption to the national economy. The upgrading of residents' consumption, the improvement of consumption system, the improvement of the consumption environment, and the protection of consumers' rights and interests are all important for expanding domestic demand. Du Yuzhou also pointed out that the textile industry, including the clothing industry, domestic demand is the first driving force for sustained and rapid development. And in the next five or ten years, domestic demand is still the first driving force.

Du Yuzhou stressed that the four driving force for the sustainable development of China's textile industry is the first. Domestic market demand The second is to integrate into globalization and opening up; the third is to deepen reform; and the fourth is the new technological revolution. Du Yuzhou said: "domestic demand as the first driving force is not only our concern, but also the focus of attention of the whole world." He also mentioned that over the past ten years, the total industrial output value of textile enterprises above designated size has increased 4.2 times, of which domestic sales value has risen from 66.7% in 2000 to 81.54% in 2010, and this year's proportion continues to increase. {page_break}

Innovation is the core theme of the new era of garment industry development.

Chen Dapeng, executive vice president of China Apparel Association

Feng Dehu, vice president of China Fashion Association

Chen Dapeng, executive vice president of the China clothing association, pointed out that the development of the industry faces many difficulties and problems this year. The overall international market demand has been sluggish, the RMB has continued to appreciate, the cost of production factors such as domestic labor force has been rising, and the price of raw materials has fluctuated greatly; moreover, domestic monetary policy has caused a shortage of credit resources for enterprises, and inflation has also greatly inhibited consumption. This year's situation may be even more difficult than the 2008 financial crisis.

Despite such a complex environment, faced with so many problems, the overall operation of the industry is basically stable and benign.

Chen Dapeng said that the development of the industry showed a slowing down trend, and the growth rate of production and marketing was slowing down. For the domestic market Prices have risen. The overall development of Enterprises above Designated Size shows a good trend, but the operation of SMEs is poor. Facing the international and domestic overall situation and environment, the development of the garment industry is facing many difficulties and problems this year. Inflation has greatly inhibited consumption, but in spite of the complex environment, the industry has made relatively good progress in general.

From the data point of view, according to the National Bureau of statistics data, 1-8 months, enterprises above Designated Size completed 16 billion 13 million garment production, an increase of 10.43% over the same period last year, an increase of 7.82 percentage points over the same period last year. In addition, according to customs statistics, clothing exports in the 1-8 months were 100 billion 250 million US dollars and 19 billion 622 million pieces, up 24.8% and 1.8% respectively over the previous year (23.1% of the export unit price increase).

According to the National Bureau of statistics, the total retail sales of consumer goods in China totaled 114946 billion yuan in 1-8 months, an increase of 16.9% over the same period last year, and the growth rate decreased by 1.3 percentage points over the same period last year. Among them, the retail sales of clothing and consumer goods above Designated Size Enterprises (RMB) were 480 billion 400 million yuan, up 24% over the same period last year.

According to the China Business Information Center, in 1-8 months, the retail sales of 100 major retail enterprises increased by 18.94% and retail sales increased by 1.56%. {page_break}

According to the statistics of National Bureau of statistics, in 1-7 months, the number of garment enterprises above designated size was 10944, and the number of employees was 3 million 624 thousand and 800, an increase of 8.06% over the same period last year. The total industrial output value, main business income and total profit reached three indicators of 29%, 30.11% and 41.39%. The average gross profit margin and profit margin reached 15.27% and 5.33% (the same period in 2010 was 14.66% and 4.9%). The total assets contribution rate and net asset yield rate respectively increased 9.54% and 11.45% over the same period in 2010.

From this set of data, we can see that the mainstream of garment industry development is good, and these data show some positive changes in the garment industry. At the same time, many small and medium enterprises, especially the export oriented SMEs, face great difficulties and even survival difficulties. But in general, because the clothing industry is a highly market-oriented industry, facing the environmental changes and difficulties, the industry has driven the market as the driving force, accelerating the pace of spanformation and upgrading. Clothing enterprises continue to seek development through exploration and innovation. The whole industry has shown that the adjustment of regional distribution is speeding up, the product structure is further optimized, and the brand operation level is constantly improving. Chen Dapeng said: "the garment industry is constantly innovating in terms of technological progress, design and research and development, business models, capital operation, resource integration, international cooperation and so on, and has made many achievements. And the whole development of the industry and the values of the industry are developing towards a more scientific direction.

He also pointed out that 2011 is also the year of the handover of the country in 11th Five-Year and 12th Five-Year. In fact, it has become a landmark watershed in the development of China's garment industry. The industry has entered a new development period of spanformation and upgrading. The core theme or the only way out is the innovation.

Facing the changes and difficulties of the environment, China's garment industry has driven by marketization, accelerated the pace of spanformation and upgrading, continuously explored and developed through exploration and innovation, accelerated the adjustment of the whole industry's regional layout, further optimized the product structure, and continuously improved the brand operation level. Chinese garment enterprises have made innovations in various aspects such as design and development, business models, capital operation, resource integration and international cooperation.

2011 is the year of handover between 11th Five-Year and 12th Five-Year. The whole industry must establish a new concept of industrial development and brand, constantly improve and perfect the innovation system, and realize the value creation of industry and brand.

At the meeting, Du Yuzhou, President of the China Textile Industry Association and President of the China clothing association, pointed out that the goal of China's garment industry from "big" to "strong" has gone through ten years. 2011 is the beginning of the new ten year of industry development. It is also an important moment to deal with the shadow of the financial crisis and deal with the new situation. The industry should speed up industrial spanformation and upgrading, and establish a modern industrial chain integrated innovation system.

He also pointed out that in the new era, China's garment industry should integrate itself with globalization, improve industrial competitiveness and improve industrial quality; it should make use of open conditions to change the way of operation of enterprises; learn to make international resources; deepen opening up and strengthen international cooperation. To become a strong textile nation in the world, China should not only adapt to domestic needs, but also adapt to the needs of the international market. He said: "in fact, the Chinese market has been internationalized. At present, the top market is dominated by foreign brands. We already have some brands entering the top market. From the industry perspective, we can not complain whether others are "worshipping foreigners and foreigners" and squeeze Chinese brands out. There are some ideas about "worship foreign affairs and love foreigners", but in general, consumers decide. Consumers agree with foreign brands, and shopping centres are willing to let foreign brands come in, so we have to find our own weaknesses. Now, everyone has the opportunity to contact foreign brands, its marketing, its concept, its management, its quality and so on. First, we should find the internal cause, the problem is mainly from internal causes, first do not consider the abnormal things outside.

He emphasized that upgrading the textile and garment industry needs upgrading. Now, the government's support for the textile and garment industry as a people's livelihood industry and export competitive advantage industry will not change. The export rebate rate of China's textile and garment will not change.

Pay attention to the smooth industrial chain

The China Garment Association has integrated the various working meetings of the industry, and has held eight parallel meetings at the same time. It is hoped that a long-term, fixed and new high-end conference brand will be established through innovation of the conference mode and integration of resources of industry conferences.

The purpose of this conference is to systematically deconstruct the elements of the integrated innovation system of the whole industry chain through the continuous holding of the China clothing conference, and finally promote the formation of the industrial chain integrated innovation system, taking enterprises as the main body, taking the market as the leading factor, and relying on science and technology, culture and talents as the support, and taking the industrial spanformation and upgrading as the goal.

The eight parallel meetings have constructed various links of the apparel industry chain from different angles. Under the joint participation of the introducer, guests and summing up people, the future development direction of the garment industry and the different ways to solve the problems faced by the industry are discussed.

The strength of capital has been unable to avoid the future of brand development from the perspective of capital. It is precisely under the promotion of capital that many enterprises show more confidence, strength and strength in the global market in an unprecedented manner. Therefore, brand competition is redefined. Capital provides a new way of thinking about how to solve the cash flow problem in today's domestic monetary policy. In the concluding remarks, Wei Lin, director of the media center of China Textile Industry Association and vice president of China Garment Association, said in a concluding speech that China's clothing industry is now entering a very critical stage. The industry needs capital platform very much and needs to open up capital access. It needs financial professional structure and professional talents to enrich and enhance the capital awareness and operation ability of garment enterprises. {page_break}

The power of the e-business explains why e-commerce can concentrate on all possible resources with unimaginable power and restrict and spanform production and consumption patterns at a unique pace. It shows a possibility that large enterprises that do not enter e-commerce will lose their future, and small businesses without considering e-commerce will have no future. For the traditional clothing industry enterprises to show another broad market. Liu Dongming, director of the integrated marketing research center of the China Electronic Commerce Association, briefed participants on the timing and momentum of e-commerce. In his view, there will be two changes in the combination of "mouse and cement" between clothing and e-business. The winners in the future must have the dual genes of traditional brands and e-commerce brands.

Any innovation without product innovation is passive water. This reflects the importance of product strength in enterprises. In the face of fierce global competition, design is no longer restricted to single products, and systematic management is increasingly on the agenda. As the Chinese representative of the French High Fashion Association, Zhao Qian expounded the problem of design management from two different cultural backgrounds. "Design belongs to human beings, so it must first be inclusive, and at the same time be able to share. Similarly, designers can only tolerate and share, and ultimately play the greatest potential of every designer." {page_break}

For modern brands, the power of integration is a clever move for enterprises to seize the opportunity. The general trend of the world is strong but strong. Competition among Chinese garment brands has given way to "system competition" among supply chains. In the "chain era", the test is the wisdom and skills of "choice" and "choice". At the meeting, Wang Luyin, chairman of Quan Wei International Holdings Limited, emphasized that Chinese clothing enterprises must have global vision and thinking and fully integrate international resources so as to maximize the profits of enterprises. {page_break}

The power of culture tells us what brand culture is, culture is the soul, and the brand without culture can not survive. How to make the brand culture fit with the corporate culture? How to make the consumers understand the connotation and spirit of the brand and make the brand target group more loyal? "Change" or "invariable"? In this changeable world, how should the brand decide? The power of brand culture and communication is endless, and the power of Qiang Zesheng is exhausted. Zhang Rongming, general manager of Beijing Ermu Underwear Co., Ltd. said in his final summary that culture is the precious spiritual wealth created in the history of human civilization development. It always shoulders the responsibility of enriching the human mind. Its treasure lies in the fact that it condenses the wisdom and aesthetic ability of different times and different nationalities, as well as the unremitting pursuit of truth, goodness and beauty. Its value for posterity is to find the final destination for its own soul. True culture is a kind of respect, whether they are in the form of literature, art, clothing or clothing. Therefore, in order to find a culture that reaches people's hearts, it is necessary to dig deeper into Chinese traditional culture.

The power of the model interprets the password of China's clothing business model. Only by breaking this code and finding a suitable business mode can we really get the right to speak fashion and the right to speak at the end. Yang Dayun, President of the UTA fashion group, said that in the plight of inflation and the increasing complexity of the economic situation, clothing entrepreneurs gathered together to actively explore the brand "operation password" and enterprise development strategies, giving participants a brilliant feast. Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, said: "enterprise's mode construction must have a position first, and then extend to product, price, channel, promotion and other contents according to the positioning, so as to finally build a unique mode suitable for the enterprise itself." {page_break}

"Low cost" competition is no longer the trend of the times, and the original processing is not the ultimate goal of future development. Transnational forces show us the way to plan and operate global resources. A new round of globalization in the post crisis era has shown us that the old method may put us in a difficult position. We need to find ourselves and find the best in the future. The internationalization of China's garment industry is the internationalization of industrial quality and the internationalization of innovation system. Looking at the world, it is the first choice for Chinese brands to combine all kinds of high quality resources in the world from the perspective of integration and win-win. Mr. Du Jianhua from Lenovo Group and Mr. Qian Maobin of Decathlon made vivid interpretations from the perspective of "how Chinese brands achieve spannational operation" and "how to set up an integrated supply chain". Watanabe Shoji, a Japanese expert who has successfully operated the "Yi Dan Dan" brand, has made valuable suggestions for the Chinese brand to take the next step with its experience of over thirty years. "For the developed countries such as Europe, Japan, Australia and other developed countries, cost competition has not been able to win this game. The market oriented concept of price should be spanferred to the market oriented concept of value. {page_break}

Technology is the cornerstone, the equation of industry ascending, and the deconstruction of the driving force of industry. From raw materials and equipment, from production to marketing, technological progress is profoundly changing the way of production, exchange and consumption, especially the development of information technology, which is revolutionizing the industrial form and brand mode. "Clothing enterprises must continue to move forward, only with the help of technology, can we go to the most perfect step." The power of science and technology illustrates that every enterprise must hang on to its present production, operation and technology, especially in the era of information age and every industry that has changed dramatically in order to develop and move forward. Cai Minqiang, chairman of Guangdong Rui Rui group, touches the ground very much.

As we all know, the manufacturing capacity of China's clothing industry has been recognized by the whole world, but we are not a brand power, especially the whole industry chain innovation system whose core is brand.

Chen Dapeng, executive vice president of China Garment Association, has pointed out many times that "in the future, deciding the fate of an enterprise is not the scale of the traditional sense, but whether the enterprise stands on the basis of the new technological system, and indeed gets the value of technological innovation and the value of its own brand."

In his view, innovation is the core of the spanformation mode of China's garment industry. It is also an inevitable choice to spanform and upgrade the clothing industry, enhance the international competitiveness, achieve the new international positioning, meet the higher expectations of the Chinese people for a better life and adapt to the upgrading of consumption. "Only by grasping the core of innovation can Chinese garment industry change its low end position in the global spannational supply chain and get higher added value."

To enhance the "soft power" of the industry and enhance the added value of the brand, we need an integrated innovation system that integrates creativity, R & D, design, manufacturing, management, marketing, logistics, services and related industries.

In fact, with the advent of global economic integration, competition between enterprises and enterprises has changed from "product innovation" to a more systematic sense, which runs through the "integrated innovation" competition of the whole industry chain. How to create innovative elements in multiple industrial links and make them coordinate and form an innovative integrated chain that covers the whole industry system has become a top priority for the garment industry.

Building an industrial innovation system in an all-round way is not only the demand for increasing the contribution rate of brand and technology, but also the only way for China's garment industry to become a strong international competitive cultural industry, creative industry and high technology application industry.

"Building an integrated industry chain innovation system" has become the focus of attention of Chinese clothing brands. The theme of the eight parallel meetings of the "China clothing Convention" is carefully chosen by the China clothing association after widely soliciting opinions from enterprises. They are all elements that must be watched and owned in the process of integrated innovation of Chinese apparel industry chain. They have supported and promoted the growth of Chinese clothing brand in the past time, and will continue to become the core strength of enterprise spanformation and industrial upgrading in the future.