China Garment Association: The Development Characteristics Of Women'S Wear Industry In 2010 And The Main Problems Currently Facing It

The global financial crisis has exposed major imbalances in the world's real economic structure, and Chinese women's clothing industry, which is increasingly closely related to international exchanges, has also been impacted unprecedentedly.

The adverse factors such as the reduction of orders and the rise of costs have gradually surfaced under the brilliance of past achievements. To a certain extent, the speed of the expansion of industries has been hindered. The important part of China's women's clothing industry and the processing enterprises with export trade as the main body have encountered a huge survival crisis.

After more than a year of efforts by the government, industry and enterprises, the overall stability and recovery has been achieved. However, the contradictions and problems that caused the crisis have not been fundamentally changed. This determines that China's women's clothing industry is facing new opportunities and new challenges in the post crisis era.

Development characteristics of women's clothing industry in 2010

Changing consumer attitudes and strengthening brand awareness

With the development of new industries, the improvement of educational level and the development of multiculturalism, the economic strength of young women is constantly increasing. People's consumption concept is also changing, and brand awareness is more intense.

The market is fragmented to satisfy different consumers.

Modern consumer dress is individualized, pursuing self style and perfection. Choosing clothes that you like is a fashion.

Most women are willing to dress to express their cultural level and taste.

Women's demand for brand clothing is increasing.

This makes the market more fragmented, such as public leisure wear, sportswear, girls' wear, ladies' wear, fashion and leisure, tailoring and so on. There are special design and other personalized services to meet the needs of female consumers at different age levels, different economic status and different cultural backgrounds.

The rapid rise of strength women's clothing brand enterprises

The brand positioning of women's clothing is more clear and subdivided, and the brand effect is more obvious.

In recent years, with the rapid development of women's clothing market and the gradual intensification of competition, a number of women's clothing brands with considerable strength have emerged in the market, and the industrial clusters with obvious regional color have been born. The trend of brand, scale, fashion and individuation of Chinese women's clothing is becoming more and more obvious. Women's dress tends to be more casual, diversified, personalized, fashionable and branded.

Fierce competition in the market

More and more foreign women's clothing brands are accelerating their expansion in China. H&M, ZARA and C&A have poured into the Chinese market and occupy the leading edge. The GAP of the United States also set up shop in Beijing and Shanghai.

With their increasing efforts to expand the Chinese market, the competition for women's wear market is becoming increasingly fierce.

Women's clothing enterprises generally have such problems as high inventory, slow turnover speed and homogenization of products. At the same time, consumers' loyalty to women's clothing is low, and the market share is not stable, which makes Chinese women's clothing enterprises plunge into the whirlpool of price war and promotion war.

The market competition pattern of China's women's wear industry is rapidly changing from the past price competition to the competition of the comprehensive factors such as style, design and sales environment.

In addition, clothing enterprises have increased production costs, sales declined and profits have thinned this year, and market competition has become more intense.

Multi brand groups continue to grow.

Garment enterprises have gradually entered the capital market, and have completed the capitalization operation through restructuring, mergers and acquisitions. Many large scale women's clothing enterprises have now extended many brands.

Chinese women's clothing enterprises are moving from single brand to multi brand and multi category to realize brand strategy.

Multi brand and multi category are based on the diversified development of consumer demand, and determine the differentiation and differentiation of brand positioning, so as to drive sales growth.

Domestic brands have three brands and more enterprises have white-collar, movie, winner, art, Hui, impression, Song Li Si, Shu Lang and so on.

The main problems of women's clothing industry in China

Facing the international competition in the Post Crisis Era

International brands have accelerated the layout of the Chinese market, and this influx will certainly have a certain impact on Chinese national brands.

International brands, especially international brands, have gained popularity and influence through their long-term development. Through the increasingly extensive cultural exchanges at home and abroad, the brand and culture are organically combined, and the impact of western culture on the domestic market is impacted.

The rise of competitive countries in foreign trade processing

Southeast Asian countries and relatively developed areas in Africa are striving to build the textile and garment industry into people's livelihood industry and foreign exchange earning industry.

China's labor costs have begun to be at a disadvantage, coupled with the appreciation of the renminbi and international price competition and other factors, China has lost its advantages in the traditional trade dominated by foreign trade. On the other hand, the trade barriers (technical barriers) in developed countries in Europe and the United States have not been completely eliminated, and the growth of China's export products has also been limited.

Intensified competition in the domestic market

The clothing industry has directly solved about 11 million of the jobs in China. The employment related to garment industry related to agricultural products, textile processing and manufacturing, garment circulation and market service industry is as high as 100 million. It is a pillar industry of the national economy, a livelihood industry that concerns social stability, people's survival and quality of life, and is a large exporters of traditional exports.

So many practitioners also show that the entry threshold of clothing industry is low, and the technical content is not high, resulting in increasingly competitive pressure.

The brand concept of operators should be promoted.

The clothing industry is one of the more thorough reforms of the system. The pure market competition has brought significant changes to the people's clothing happiness index. However, the quality of the practitioners is also uneven, which also restricts the development of the women's clothing industry.

Industry organizations urgently hope that practitioners will truly recognize their brands, care for their brands, develop their own brands, truly focus on the core culture of the brand's intrinsic value, take the dissemination of cultural heritage as the core, and brand marketing as the means to create a genuine national brand.