War Broke Out In The World Garment Industry.

The real war started.

What is the core weapon of this war?

"On the eve of the new year's holiday, the company is still operating as usual." Said Miss Song of Dongguan wilderness company.

However, when she returned from business, she found that the company was empty.

In January 2, 2012, the company holding the Guangdong brand "stranger" broke down.

For Miss Song, working here has always been her pride. Now that the company has gone bankrupt, she has to find a job again.

This seems to be a footnote for industrial development in 2011. Over the past year, news of "Dongguan's current collapse" and "closure of Wenzhou enterprises" have been reported.

"Last year Material Science The increase in labor costs has led to an increase of about 30% of enterprise expenditure, which is too much pressure on enterprises. Li Shengzhi, executive director of Guangzhou's company, talked about the collapse.

However, banks' tightening of money has brought about a fatal impact on the development of garment enterprises. Some scholars say.

Obviously, for many enterprises, the sudden tightening of bank loans has become the last straw to overtake many enterprises.

Indeed, in the past year, many enterprises have come to the crossroads of development.

"At stake," said Zhou Dewen, President of the Wenzhou Association of small and medium enterprises, "2011 is the most difficult year since the financial crisis."

In fact, as early as last October China At the clothing conference, Chen Dapeng, executive vice president of the China clothing association, asserted that in 2011, it might be more difficult than the financial crisis in 2008.

This is mainly reflected in small and medium-sized export enterprises.

"Europe and the United States economic uncertainties, leading to the decline in clothing demand in Europe and the United States, which is the main reason for the slowdown in China's clothing exports." Xia Lingmin, vice president of China Textile Industry Federation, said.

Under the pressure of China's cost, many orders have begun to shift.

"We are being affected by the rapid rise in wages in China's manufacturing industry." "In the next five years, China's capacity will be reduced to 40-50%, and the new orders will be transferred to countries such as India, Vietnam and Philippines," said COACH CEO Lew Frankfort, chairman of the US brand.

The transfer of international brand orders has accelerated the breadth and speed of China's market development.

Even those luxury brands are breaking through the layout of China's first and second tier cities, striding into the three tier cities, and the Chinese market has become their racecourse.

For example, LV has opened 27 stores in 22 cities in China, including two or three cities in Changsha, Xiamen, Wuxi and Wenzhou.

"After the luxury brand attracts popularity, many start to go down." Chen Hongbing, a luxury consultant, said that they were not satisfied with the high-end market, and they began to be popular with new luxury, snatching the high-end market and extending the new market.

For example, designers such as Chanel and other luxury brands were invited by H&M to design for H&M. These products were robbed when they got on the shelves.

H&M stores even used police to maintain order, becoming a landscape of the city.

"We can't squeeze in the high-end clothing market," Zheng Yonggang, chief executive of Shanshan, said. "But the sales volume in the middle market is the biggest. We must occupy the market."

In fact, the international mid-range brands are also in the early stages. China Overall layout.

For example, Zara, a fashion brand from Spain, has opened up a store since its opening in Nanjing West Road and Huaihai Road in 2006, and its appearance is constantly appearing in large and medium-sized cities in China. Up to now, there are nearly 80.

In fact, with the cooperation between Chinese garment enterprises and foreign brands in the fields of design, production and marketing, thousands of international garment brands have entered the Chinese market in the form of territorial production.

And Nike started the development of China's three or even four line cities.

In February 22, 2011, Nike's largest logistics center was put into use in the Asia Pacific region of Taicang, Jiangsu.

According to the introduction, the logistics center has an area of 200 thousand square meters, which is responsible for logistics operations in China including clothing, footwear and so on.

Analysts believe that this is Nike for the layout of China's 234 tier cities to make preparations.

The market structure began to be broken.

As we all know, the early entry of Nike has always had an absolute advantage in the first tier cities, while domestic brands regard the two or three tier cities as their home.

But at the moment, Nike is firmly in the first tier cities to enter the two or three line or even four line cities, which will undoubtedly bring great challenges to Chinese brands.

More importantly, Nike has gradually introduced cheaper products. They gradually abandoned the high-end image when they first entered China and began to take the civilian line to compete in the middle end market.

The enemy approached the walls.

Chinese clothing brands have to fight with international brands.

"Foreign brands have a great impact on us, coupled with the need for domestic consumers to understand their brands. They always believe that foreign brands are more fashionable than domestic brands." Wu Bangdong, President of Chuang Ji, said that the development of Chinese brands is under great pressure.

It is true that many Chinese brands have to rely on "foreign identity" to improve themselves.

In this pattern, "the birds are like a sandwich in the middle, under which there are thousands of soldiers in the country. There is a high ranking cloud in the world. They live in the attack." Wu Zhize, chairman of the wedding bird, said so.

However, if the middle end market is lost, the problem of Chinese clothing brands will become bigger. Zheng Yonggang said.

The real war started.

What is the core weapon of this war?

We can start from the international background of industrial development.

In 1930s, the world garment industry took the first round of migration, and the United States, Italy and other countries formed a new world fashion center.

In 1960s, garment manufacturing industry began to transfer to new Asian industrial countries and regions, such as Japan, Korea, Hongkong, China and Taiwan.

The third round of migration began in 1980s, and gradually moved to mainland China, India, Pakistan and Southeast Asia.

But in the transfer, fashion Oligopoly transfers the lowest value part of the value to the less developed country and holds the high value-added link in its own hands.

In the process, Chinese clothing has formed a complete industrial chain system and processing system, and has begun to shift from labor cost advantages to functional advantages, efficiency advantages and cost performance advantages.

"Fundamentally," made in China "becomes" China created, "said Du Yuzhou, President of the China clothing association. This is a roadmap for China to move from low end to high end.

The question is, can China form its own fashion rules? What is China's fashion rule?

This needs to start with the market.