CHIC2012: Promote "Traversing" &Nbsp; Foresee The Future.

In March 26th, the twentieth China International Clothing and Accessories Fair (CHIC2012) is about to begin.

2012 is the key year for the implementation of the 12th Five-Year plan. It is also a landmark watershed for the development of China's garment industry. The industry has entered a new era of transformation and upgrading.

However, there are many bottlenecks in the process of industry upgrading, which is bound to have more confusion on the CHIC2012, more mysteries to be solved, more resources to be integrated, more thoughts to be collided, more changes to take place, more strategies to be implemented, more dreams to be realized, and more bottlenecks to be "crossed".

The new situation can not be avoided.

At present, the European sovereign debt crisis continues to escalate, the long-term sovereign credit rating of the United States has been downgraded, and Japan's GDP has also seen negative growth, which has led to a high unemployment rate in developed countries and a decline in private demand. The growth rate of emerging markets and developing countries has also begun to fall. At the same time, commodity prices are at a high level and the global inflationary pressure is still relatively large. The global economic recovery slowed down in 2012, and downside risks increased.

When the economy is depressed, unilateral trade protectionism will become increasingly fierce. In 2012, the developed countries will increase their intervention in the appreciation of the currencies of emerging economies. International trade wars and exchange rate wars will inevitably take place.

At the moment, as the world's largest exporter of clothing, China's clothing industry is hard to stay away from it. According to customs statistics, from 1 to February, China's clothing exports were 19 billion 290 million US dollars, down 2.5%. In fact, in 2011, China's clothing exports showed a trend of high before and after low, and the growth rate dropped rapidly after August.

The weakening of the international market has made the global garment processing trade more competitive. Southeast Asian countries have taken many orders from China, relying on lower raw materials, labor costs, and more preferential policies and measures.

Hindered by foreign trade, the impulse of "export to domestic sales" of Chinese garment export enterprises has been strengthened, which will bring new impact on the original market structure in China. At the same time, the international market is weak for a long time and the Chinese consumer market is flourishing. In contrast, it constantly inspires the ambition of overseas brands to enter the Chinese market.

CHIC2012 overseas exhibition area has attracted more than 400 brands from 20 countries and regions, and they have been ploughing the Chinese market with CHIC as platform. In the future, the international competition of "doorstep" will be intensified day by day.

At home, a series of problems, such as the obvious tightening of domestic monetary policy, the difficulty of loans and the rise of loan interest rates, are highlighted. Although many companies hope to solve the problem of shortage of funds through listing inside and outside the country, the actual situation is not optimistic.

At the same time, enterprises' concerns about domestic inflation are increasing; the high cost of the channel has compressed the profit margins of Garment Retailing; there is a certain risk of forced industrial transfer behind the labor shortage; the RMB continues to appreciate, and the cost of domestic labor and other production factors is also rising; raw material prices fluctuate sharply. These not only cause enterprise production and marketing sluggish, inventory increase and profit decline, but also affect the normal production and market confidence of enterprises, seriously hindering the stable operation of the whole industry.

Of course, some of these problems are caused by short-term factors such as changes in policies and external environment, some of which are unavoidable and long-term in the process of transformation.

Transformation usher in "new opportunities"

Experience tells us that every economic crisis is full of opportunities. China is at such a stage. We must think about how to seize this opportunity.

In fact, the pain now is the throes of industrial upgrading, not the pain of decay. The current situation should be viewed in the context of the macro economy of the world: the current difficulties are not the difficulties of the clothing industry, nor the difficulties of a Chinese country. Some of them are inevitable for the development of world economic integration.

In the face of the current situation, it is absolutely unnecessary for us to lose confidence, and there is no need to panic. In spite of the difficulties, there are great opportunities. China's garment industry has great potential for sustained, rapid and healthy development.

Confidence, on the one hand, stems from national policy support. As the traditional pillar industry and the people's livelihood industry, the healthy and orderly development of the Chinese clothing industry is closely related to the national economy and the people's living standard. In recent years, the European and American sovereign debt crisis has made our government aware of the importance of developing the real economy. The government has repeatedly promulgated policies to support the development of the garment industry. At present, the Ministry of commerce is studying new policies to promote domestic demand.

At the same time, the domestic clothing consumption market of the 1 billion 300 million population is a strong guarantee for the long-term development of the garment industry. It is also an important foundation for our confidence. The rapid growth of domestic consumer demand and the upgrading of consumption structure are the first driving force for the transformation and upgrading of China's garment industry.

Moreover, 30 years of reform and opening up have greatly strengthened our ability to resist risks. More importantly, China's apparel industry has formed the most complete industrial chain system in the world. The core competitiveness of industry is changing from labor cost advantage to functional advantage, efficiency advantage and cost performance.

In addition, after several industry reshuffle, the advantage resources of the industry began to concentrate on large enterprises, and the industrial chain integration and innovation ability was further strengthened.

All of these have laid a solid foundation for industrial transformation and upgrading.

Therefore, the comparative advantage of China's clothing industry has not disappeared, but it is upgrading, and there is still room for improvement. Difficulties can hinder the development of an industry, and can also push an industry to a higher level.

In 2012, although the industry encountered complex and changeable comprehensive environment, Chinese clothing brand was driven by marketization, accelerating the transformation and upgrading.

In the CHI2012 menswear area, we see YOUNGOR, Shan Shan, red beans, Bosideng and other "resident" brands. We also see that Metersbonwe and seven wolves have not appeared for a long time. There are more brands emerging in the region, such as Alston, Lei Dibo, and so on.

Their appearance fully shows that in the face of crisis, enterprises face a balance of mentality and are still confident in their future development. In the face of the new situation, enterprises are carrying out strategic layout, and the domestic brand structure will be reclassified.

In the future, the path of industrial transformation is imperative, but "direction is more important than distance". Under the new situation, China's garment industry is facing a new position.

　 Industry faces "new positioning"

At present, the living standards of our people have been improving constantly, speeding up the process of aestheticization of daily life, and people put forward higher requirements for the technical quality and cultural taste of clothing commodities.

At the same time, the in-depth development of global integration and the international division of labor have created favorable conditions for China's clothing industry to enter a higher value chain level. The full flow and optimal allocation of international resources make it easier for China to acquire more mature industrial resources; the change of international market demand and the rise of emerging markets provide good opportunities for the development of China's clothing brands; Chinese clothing The relocation of the industry's international culture and international status provides an appropriate starting point.

The "12th Five-Year plan" of the textile industry released by the Ministry of industry and Commerce has clearly put forward the new era mission during the "12th Five-Year" period: textile should continue to meet the new expectations of people of all nationalities for a better life, continue to play the strong employment advantage, continue to meet the needs of the international market, and nurture and develop strategic emerging industries to explain the new positioning of the textile industry "traditional pillar industries, people's livelihood industries, and international competitive advantage industries" in the new development.

Therefore, the Chinese garment industry should have a clearer understanding of the new expectations of domestic consumers, their new position in the division of labor in the international industry and the new advantages to meet challenges, and implement industrial transformation and upgrading.

The core of transformation and upgrading is innovation. Innovation is the inevitable choice to transform 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.

In the future, deciding the fate of an enterprise is not the cost and scale in the traditional sense, but whether the enterprise stands on the basis of the innovation system, and really gets the value of technological innovation and the value of its own brand. In the new era, the whole industry must be brand new. Industrial Development The concept of brand and outlook can achieve a leap from scale effect to value growth and realize the fundamental transformation of comparative advantage.

The reorientation of the industry has found the direction of the development of the industry, and the transformation and upgrading of enterprises at different levels need corresponding "paths".

Looking for new traversing paths

In recent years, Chinese garment enterprises have been innovating deeply in technological progress, design and research, business mode, capital operation, resource integration and international cooperation, and have achieved certain results. However, many enterprises' transformation and upgrading path is not smooth, including directional problems and path problems.

Some enterprises regard transformation and upgrading simply as raising prices. The key word that runs through the industry throughout the 2011 is "price increase". The consequences of price increases are the decrease in sales volume and the increase in inventory and the difficulty in capital turnover.

"Export to domestic sales" enterprises are not familiar with brand operation, lack of good positioning and design, lack of professional operational talents, lack of advantages of channel resources, and lack of long-term strategic planning.

After listing and financing more large enterprises, through the integration of resources, the implementation of multi brand, diversification strategy, horse race enclosure, expand the terminal. However, for those enterprises that are "not bad money" and whose main business has not yet been fully consolidated, blind multi brand, diversification and horse racing will only lead enterprises astray.

Historical experience tells us that it is not so simple to change from quantitative change to qualitative change. The transformation and upgrading of enterprises is not an overnight effort. Playing chess and playing chess, good people seeking potential, bad people seeking sons, eager to succeed, will lose the general trend.

In 2012, China's clothing brand has gone through twenty years of gold development. Standing in the new historical juncture, the Chinese garment enterprises growing up under the rapid growth of the customary economy have an urgent need to recognize the direction of the past brand development in the stage of slow international economic growth, changes in consumption mentality and consumption structure, and changes in the international industrial structure. The whole industry urgently needs to settle down, return to the essence of the brand to explore the direction problems, and re-examine the four in one "quality, innovation, rapid response and social responsibility". Brand value System.

Of course, on the road of transformation and upgrading, we need not only a large number of enterprises with strategic vision, modern management level, implementation of transnational resource allocation, efforts to promote brand building and transformation of traditional industries with advanced technology. Similarly, a large number of small and medium-sized enterprises with strong R & D capability and high production efficiency are needed. It not only needs national brand, but also needs regional brand, needs access brand and manufacturer brand.

Therefore, on the CHIC2012, we can not only see mature market brands, but also see regional brands that can achieve good results in specific areas, see the processing brand of ODM, and see the channel brand. Such as the Sichuan Pavilion and the tea hill exhibition group, their arrival is more of a learning, communication and finding their own services.

They are both the main body of industrial development, and one of the key elements to support the steady and sustainable development of China's garment industry. However, in order to truly achieve industrial transformation and upgrading and complete the "amazing leap", China's garment industry needs to accumulate more energy and restructure its core competitiveness.

CHIC assumes "new mission"

In fact, at every key node in the development of China's garment industry, CHIC always comes out at the first time to sort out the thread and guide the industry.

In 1993, CHIC established the concept of "guiding the progress of China's garment industry and promoting the development of China's clothing brand". By holding the international high fashion show, domestic enterprises realized the charm of fashion and brand. In 1997, CHIC formally put forward the "three projects" (famous teachers, famous brands and famous enterprises), and established the direction for the development of China's clothing brand strategy. The concept of brand creation began to go deep into enterprises. In 2003, CHIC led the brand to subdivide and focused on cultural shaping. In 2008, CHIC held high the banner of "innovation" and guided the development of brand personalization; in 2010, CHIC led the brand to realize cross-border cooperation.

In 2012, CHIC will continue to uphold its mission and responsibilities, leading the Chinese clothing brand to face difficulties directly, calm down, build confidence, and grasp the future direction of development of the brand in a pragmatic and rational manner. Help enterprises find a path suitable for their own development and achieve cost competition to value competition.

CHIC organizers have set the theme of the exhibition as "crossing" this year. The introduction of the theme of "CHIC crossing" conveys CHIC's leading and breakthroughs in the future development of China's garment industry and brand.

Crossing is a process and a path. It is a power accumulation and a power release. It moves from one era to another. It changes not only others but itself, and it can reach the future.

Of course, the process of "crossing" is arduous and long. It needs a strong driving force. In 2012, the CHIC organizer will focus on the exhibition platform and save energy for enterprises.

CHIC will integrate the related resources of the industry chain to provide high quality "equipment" for the enterprise; the "China clothing brand annual award" will consider the brand strength from the brand market status, brand development potential and development prospects, so as to conduct a comprehensive "physical examination" for the enterprise; "China clothing Forum" invites experts, scholars and entrepreneurs at home and abroad to discuss in depth and share the essential thinking and value about fashion, brand and market, position the Chinese coordinates in the world fashion pattern, look for the growth direction and the world value of Chinese clothing, and explore the endogenous driving force of "passing through" brand clothing.

At the same time, with the increasing popularity and influence of CHIC, a large number of international brand With the active participation of international design institutes and service organizations, they will bring not only the landscape of the overseas garment industry, but also the advanced technology and concepts. These provide a good platform and opportunity for domestic brands to integrate international resources, implement the strategy of internationalization and globalization and "cross" borders.

In addition, activities such as "clothing distribution collection", "environmental innovation booth design evaluation", "2012 China Fashion Buyer forum" and "2012 China clothing terminal Human Capital Summit Forum" will complement all aspects of energy for enterprises.

In 2012, in CHIC, whether big brands or regional brands, or manufacturers' brands can find the direction, path and resources of the next step. The activities of CHIC will provide a super energy field, information field, resource pool and power source for the domestic brand's "traversing" post metamorphosis.

In the process of crossing, enterprises will get the change of rational thinking and mode of thinking through the change of internal knowledge, which will lay a new foundation and create new conditions for the brand to seek the next step.

In 2012, CHIC will lead the whole industry to understand the changing situation and layout in the changing situation.