Homogenization Competition Is A Dead End: Women's Clothing Industry: The Pain Of Fabric Growth

"At present, many women's clothing enterprises in China are making money for what they do." A main export fabric trader in Shaoxing complained. This sentence touches the pain of domestic fabric enterprises, that is, long-term reliance on low cost price competition. "No fabric that can't be done, only the price that can't be done".

The past 20 years are China. Spin In the 20 years of industrial upgrading, the performance of Chinese women's clothing is also particularly eye-catching. Chinese garment enterprises, like garment enterprises, started in the initial stage of reform and opening up, and mostly had the background of OEM for sample processing. Decades of development, accumulated experience in fabric processing, foreign trade experience has improved the overall quality of domestic women's fabrics, enriched the product variety, and established a systematic management mode. Especially in terms of hardware facilities such as technology and equipment, more and more international advanced textile equipment companies are used, and the gap between production capacity and advanced international level is getting smaller and smaller. Some domestic fabric processing enterprises even say, "there is no fabric that can not be done, only the price can not be done". Although this statement is a bit exaggerated, it reflects that through many years of foundry, domestic fabric enterprises have made great progress, and have accumulated the ability of processing and producing fabrics in the world. He Zhaokang, chief engineer of Shanghai Haixin long hair Co., Ltd., said: "domestic fabric companies do exist" what to make money to do what "business ideas. It should be admitted that there is a reasonable side, because a product can make money, indicating that the market has certain demand for it, and even such products are popular in the market, but this situation is timed. Customers may have a large order in a particular year or season, but they may not be popular after this period, and the market will also be weak. Fabric enterprises should be based on Own According to the market demand and customer characteristics, we should make more realistic positioning for the short, medium and long term of our products. We must develop strengths and avoid weaknesses, develop and produce products that meet the needs of the market and maximize profits for the enterprises. "

"No way, we can only find a way out". "Price is a lever, relying on the existing domestic equipment can produce good products, but due to price competition, even good prices can not buy good raw materials, and can not find a good factory." There is no future for products relying on price competition. In recent years, some enterprises have realized the importance of product development and increased the intensity of product development. However, it will soon be imitated by peers. The development does not get the order. The imitation will rely on the price to get many orders. Foreign guests coming to China to purchase is to buy bargains. The same products can be sold up by 20% in Korea. An enterprise can not do well, it depends on the whole industry to do well. Hangzhou Xinsheng printing and dyeing Co., Ltd. Shen Xuefeng said.

It is not hard to see that the development mode of enterprises relying on low price competition has long been criticized. However, because of the limitations of their own development and the risks of transformation and upgrading, enterprises still maintain this low price competition mode. However, with the increase of domestic labor costs in recent years, the market environment of raw material price increases, the advantage of price has been compressed several times, and it has become an unbearable pain. In the interview, there were enterprises who spoke frankly. Many times they did not lack orders, but they did not dare to answer them, because the price had already lost all of them. profit More often, the greater the loss, the greater the loss. "No way, only to find another way out."

With the change of women's brand concept and differentiation positioning awareness, fabric enterprises have also realized that only the development of alienated products can grasp the initiative of price, so as to maintain the management idea of enterprise life, and abandon the previous business ideas of low-end imitation and only selling "big road goods", and begin to focus on differentiated product development. Whether in order to meet the challenges of market survival, or for the development of brand building, the development of women's fabric is becoming more and more important. In order to get personalized, fully reflect the brand design style of fabric products, women's clothing enterprises and fabric enterprises began to try to develop collaborative fabric products. Women's designers participated in the research and development stage of fabrics, and conveyed their ideas to fabric designers, so as to create the products needed by women's designers from various aspects such as raw material selection, process, pattern, color and handle, which not only met the fabric needs of garment enterprises, but also reduced the development costs of fabric enterprises, and reduced the risk of research and development. "Homogenization competition is a dead end".

At present, the domestic women's clothing fabrics can basically meet the procurement needs of women's clothing enterprises, but for some women's clothing brands located in high-end market, most of the high-end fabrics need to be purchased internationally. In the face of international high-end women's wear fabrics, the domestic women's wear fabrics seem to be unable to lift their breath. Apart from the poor color fastness, color deviation and post finishing aspects, the gap between developed and developed markets has been revealed. A problem that must be faced is that compared with the developed countries, China's women's fabrics have almost no own product characteristics. The weakest link in the production chain of women's clothing is the lack of special fabric designers. From the industry point of view, it is necessary to create conditions as far as possible to cultivate fabric designers with Chinese characteristics. From an enterprise point of view, it is necessary to change the way of thinking, know the importance of fabric designers, and provide every opportunity to create brand designers. The backwardness of original design is not only the problem of talent capability, but also the lack of original environment.

In the absence of protection for original design, the reality is: the enterprises that invest a lot of manpower and material resources to design and develop are often unable to receive the corresponding market returns. Once a new product has been recognized by the market, the market will follow the trend of imitation, squeezing the market share of R & D enterprises, thus forming a vicious circle, and the R & D design is in an embarrassing situation. Therefore, if we want to catch up with the design link, we must first cultivate good environmental soil. Only when we respect the original design, uphold the original design and support the original design atmosphere, will more enterprises invest in it and start a virtuous circle. Zhu Zhengting, general manager of Hangzhou Ming & Textile Co., Ltd., told reporters: "some people say that domestic fabric companies are now" can not do the fabric, only can not do the price ", I think it should be" can not do the fabric, more can not sell the price. " Domestic fabric enterprises have strong imitation ability, but speaking of innovate The ability to design and fine workmanship is scarce, so we can only compete on price. Homogenization competition is doomed to be a dead end. We must strive to avoid price competition, and strive to be specialized and sophisticated, and make differentiated products. The fabric enterprises are always playing the role of the sandwich layer in the three party game with the raw material suppliers and the brand dealers. With the growth of the domestic women's wear brands, higher requirements for women's wear fabrics are also put forward. Besides the traditional quality requirements such as quality, service and technology, women's clothing has put forward new requirements for the fabric's personality, style, creativity, R & D power, quick response and supply ability in order to fit its brand style and market popularity. Especially at the time of high cost and high price, fabrics become the most sensitive part. The process of differentiation is actually the process of cooperation with garment enterprises, which helps fabrics companies create special appeals from the fabric field. Differentiation helps to endow fabric with connotation, attract customers with its own strength, and finally get rid of the disadvantage of price vicious competition.