Shoes And Clothing Enterprises How To Build A New Industrial Chain Of Domestic Brands

"The future competition for China's footwear industry will be global competition, and the competition of global competition is the comprehensive strength of the industrial chain, which is essentially the competition of the industrial chain."

Chen Dapeng, executive vice president of the China clothing association, said in an interview in mid 2011.

2011 has been a very tough year for the whole shoe and clothing industry.

The rising cost of production, the plight of enterprises' capital chain and the global economic recession have made China's footwear industry face severe challenges.

At the same time, maintain

In April 28, 2011, the National Bureau of statistics released the data of the sixth national census.

The data confirm the predictions of many researchers about the decline of population growth and the acceleration of aging.

What we expected is that China's aging rate is faster than expected.

As of November 1, 2010, at the age of 0, the population aged -14 years accounted for 16.60%, 6.29 percentage points lower than the 2000 census, and 13.26% of the population aged 60 and over, 2.93 percentage points higher than that in 2000.

According to Ba Shu song, deputy director of the Finance Research Institute of the State Council Development Research Center, the published data confirm that China has crossed the "Lewis turning point" and that the demographic dividend window period is about to close.

How to deal with this crisis in China's shoe and clothing industry, which has long been winning by low-cost labor costs?

"2011 is the year of handover between the" 11th Five-Year "and" 12th Five-Year ". It has become a landmark watershed in the development of footwear industry in China, and the industry has entered the new development period of pformation and upgrading.

President Chen Dapeng firmly believes that pformation and upgrading will be an important issue in China's footwear industry for a long time to come.

"

At the October 2011 China clothing conference held in October 2011, Du Yuzhou, President of the China clothing association, said that the Chinese footwear industry changed from "big" to "strong". It must rely on the industry to speed up industrial pformation and upgrading, and establish a modern industrial chain integrated innovation system.

Therefore, the key step in the pformation and upgrading of footwear industry is to build an innovative industrial chain, which starts with the effective docking of various links in the industrial chain.

Docking first

"With the increase of the number of enterprises and the increase of product varieties, there is no way to achieve this kind of information docking by traditional methods.

When we are faced with huge amounts of information, how can thousands of designers and thousands of fabric enterprises find information matching themselves? For shoes and clothing enterprises, how to find suitable suppliers in the face of a large number of suppliers? In order to achieve these goals, we must rely on effective docking.

Feng Dehu, vice president of the China Fashion Association, talked about the importance of fabric docking to the development of garment enterprises on the spot of the "2011 Yangtze River Delta fashion women's clothing brand and the China fashion fabric enterprises special docking conference", and the industry has done a lot of work to achieve this docking.

In addition to the Yangtze River Delta women's fabric matchmaking conference, the industry has also done a lot of work for the effective docking of fabric and garment enterprises.

The two China international textile fabrics and accessories fair, held in 2011, the "2012/13 season fashion fabric and garment brand docking conference" organized by China Textile and garment brand pioneer park in December 2011, and the "2012 China Light Textile City boutique fashion show exhibition" which was just held shortly after the beginning of 2012.

For this quick and effective way of exhibition docking, the relevant people of fabric and garment enterprises all agree.

"I think the form of the docking is good, the cost is low, and the effect is good," said Yu Pengfei, general manager of the East Asian silk, who attended the Hangzhou women's wear fabric docking conference.

We hope that we can hold more of this kind of docking in the future.

At the "world wide" docking site in Shenzhen, Peng Xueli, director of design of Bo Rou clothing, said that she was surprised by so many high-grade fabrics at the exhibition site. The fabric of textile city has made rapid progress, and compared with the international fabric, the textile city is the origin of fabric and the price is more competitive. She may go to the textile city this year.

But docking will connect the relationship between "buyer's market" and "seller's market". In order to complete the deep docking of each industry chain link, we must do some research and communication work at the beginning of product development, and even the buyer and seller jointly carry out product research and development, so as to achieve seamless docking between the two sides.

"I once visited a Italy private male stocking enterprise, launched more than 2000 models a year, specially for Armani and other big brands, but its equipment is very old. It was only based on the actual production design needs, and joint with hosiery machinery manufacturers in the old equipment continuous improvement."

President Chen Dapeng told reporters, "this is a very typical example of timely understanding of their needs and joint research and development.

Seams grasp downstream needs, and equipment needs upgrading and upgrading.

It is true that the upgrading of production technology and upgrading of equipment depend not only on the "closed door" type of independent innovation, but also the targeted equipment pformation of equipment enterprises in the investigation of garment production problems.

In this way, even the improvement of a small component will cause great waves in the market.

"At the beginning of our new product development, we will have specialized departments to conduct research on the use of our equipment, so as to serve as an important basis for new product development."

At the CISMA2011 exhibition site, Xi'an standard booth staff introduced: "at the same time, we will regularly visit the customer's usage, understand the user's situation encountered in the use of equipment, in order to improve in a timely manner."

Yes

In May 2011, during the selection of the "technological innovation award" held by the German Federation of machinery and equipment manufacturers during the TEXPROCESS2011 period, the X-FEED and VETRON technologies of the standard company made two awards.

X-FEED is a continuous feeding design, so that the stitching tension can be reduced by 35% compared with the previous sewing machine product. The maximum stitch distance reaches 9mm. The double feeding structure can achieve smooth and continuous delivery. At the same time, when the smooth thin material is used to sew, it can effectively prevent the sewing material from staggered layer and make sewing operation more smooth and efficient. VETRON is a completely new concept. The function modules of sewing machine are respectively designed into large components, and the conversion of different models and functions can be realized through the replacement of modules.

But for the two winning technologies, Yu Shouqi, deputy general manager of Xi'an standard, frankly, this is not a subversive technology, but a "subversive concept".

The "subversive concept" of "creation" relies on the deep investigation and study of user needs, and from the deep docking of various links in the industrial chain, the technological innovation is spurred.

And every technology innovation in turn deepens the docking mode of various industrial chain links, and "reshaping" the industrial chain.

Technology remolding

The "shoes and clothing powerhouse" requires that the contribution rate of science and technology in the whole industry should be over 40%, and strive to achieve the goal of 80% of the scientific and technological contribution rate of developed countries.

At present, the contribution rate of science and technology in China's clothing industry is about half of that in the United States, about 40%.

Wen Lisheng, deputy director of the China Clothing Association Science and technology expert committee, has spoken out the importance of science and technology in the construction of "clothing power", and at the same time, it also shows that the road of scientific and technological development of shoes and clothing in China has a long way to go.

The key to accelerating the technology of Chinese shoes and clothing is to enhance the "contribution rate of science and technology", and the contribution rate of science and technology has become the high frequency vocabulary of this year's industry pformation and upgrading.

"Raise

In the view of President Du, technological innovation is the foundation of industrial upgrading and the main line of the current round of industrial upgrading.

Any innovation can not be separated from the support of science and technology. Only when the level of Industrial Science and technology reaches the corresponding level, can the industries and enterprises successfully implement the brand strategy, going global strategy, capital strategy, collectivization strategy, differentiation strategy and industrial strategy pfer layout.

The technological innovation of shoes and clothing reflects itself not only in clothing itself, but also in every aspect of the industrial chain in the process of production and manufacture of shoes and garments.

The key element of scientific and technological progress lies in the application of high-tech equipment.

The high technology content equipment characterized by automation, intelligence, digitalization and informationization is becoming a universal demand of garment enterprises.

In recent years, automation equipment has become a decisive weapon for garment enterprises to cope with the "three high and two wastes".

The typical representative of automation equipment is the mechatronics equipment widely used by enterprises in recent years.

The so-called Mechatronics sewing machine, in short, is the sewing machine's spear cloth, thread picking, hook line, feeding and other executive components still use the original mechanical structure, while the control is electronic or microcomputer system.

The image is that electronic or computer control is used to change part of the mechanical labor into automatic functions, such as automatic stop position, automatic track, automatic reinforcement, automatic color changing line and so on.

This freed a lot of labor from the production line.

"Mechatronics equipment not only reduces the number of workers, but also makes the quality of clothes more obvious because of the uniform size and uniform standards, and the details are closer to perfection."

Fu Yanying, general manager of Tianjin Sheng Hong Garments Co. Ltd., decided to increase the investment of electromechanical integration equipment to cope with the current "labor shortage".

We know that shoes and clothing enterprises are busy dealing with the pformation and upgrading of the market, and the equipment companies that are living in the industrial chain uplink will also launch a large number of automation and intelligent technology equipment for the market.

At the CISMA2011 exhibition site, automation and intelligent shoes and clothing equipment become the main products of enterprises, and have absolute advantages in the product mix.

The popularization and application of the automatic shoe and clothing equipment has helped the pformation and upgrading of shoes and clothing enterprises by science and technology. At the same time, it has changed the production and operation style of shoes and clothing enterprises, saved production costs and improved enterprise efficiency.

The departments concerned carried out a survey on the industrialization application of science and technology, and tracked the usage of an automatic bag opening machine in the shoe clothing processing factory.

The result shows that if we need 8 people in the process of making the jacket pocket, if we need the original traditional process, we need only 1 workers after using the automatic bag opening machine, saving 7 workers.

Although automation and intelligence help a lot in energy saving and efficient production, but if there is no information, the competitive advantage of the apparel industry will still be greatly reduced.

"China's footwear industry" 12th Five-Year plan "five major strategies, science and technology development strategy is a very important strategy, its core work is information technology."

President Chen believes that informatization is crucial to the pformation and upgrading of the industry.

"The competition in the future footwear industry is the competition of supply chain. In the construction of enterprises that promote the integration of two industries and open up the industrial supply chain, information construction is very important. It is the most important part of our technology strategy.

Information can bring the rapid reaction mechanism and product control mechanism in the market. "Rapid reflection" is a magic weapon for the brand to remain invincible in the market. "Fast" must rely on the support of new and high technologies such as information technology.

Information construction is based on digital information, relying on computer technology and network technology, collecting, integrating, pmitting and applying information in the design, processing and sales of shoes and clothing, so as to realize the optimal allocation of resources in shoes and clothing enterprises and enhance the efficiency of enterprises.

Whereas

"We have ERP as the core of the financial system, as well as the design stage PLM and distribution system Ding Jie software, these three systems help us rebuild the value of the enterprise and integrate into the new business civilization."

Metersbonwe CIO min Jie is quite satisfied with the achievements in information construction of enterprises. "ERP embodies the financial results and financial statements. PLM solves the problem of efficiency and synergy in the development stage, and the distribution system solves the problem of the back end of the supply chain, including the e-commerce operation platform."

The key of information construction is not whether the information system is advanced, but whether the business mode is ingenious or not.

Han Yongsheng, vice president and CIO of YOUNGOR group, believes that the key to the success of information construction is whether the information technology can form an effective running in and interaction system with the enterprises. "The road to information flow from the front-end of sales front-end touches on the nerve center of enterprises. For YOUNGOR, manufacturing problems are not big, and there is still a surplus of capacity to some extent. The key is to activate sales terminals and design information supply chain according to business needs."

Obviously, advanced technology is important, but the customization of technology in enterprises is the key factor for enterprises to win in the market.

The industry has always had a "no ERP is waiting for death, ERP is a death" joke, which also imply that information technology for enterprises is an inevitable choice, but it is difficult to embarrass the status quo.

In recent years, more and more supporting enterprises are concerned about the information needs of garment enterprises, and have launched the latest information products.

At the CISMA2011 exhibition, Gerber introduced China as the first stop of its PLM solution in the Asia Pacific region.

Supporting enterprises have seen the market potential of information solutions in China's footwear industry, but whether they can design and provide supporting information solutions based on the actual operation of enterprises is the key to the market.

The scientific and technological rate of the garment industry should catch up with 80% of the developed countries from 40%. We should see that in addition to the future development potential, there are still challenges to be met, which requires the whole industry chain to cooperate effectively to pform technology into competitiveness.

"Making" brand

Industrial docking and technology have strengthened the competitive advantage of Chinese shoes and clothing in the world market.

But with the MADE IN CHINA sweeping the world, the shoe and clothing industry is not brand recognition, but cheap label.

"Our comprehensive hard power is not bad.

The core of current value creation is soft power, which is brand value.

Chen Dapeng, executive vice president of China Apparel Association, said.

From OEM to ODM, from low-end manufacturing to luxury foundry, China's footwear industry chain is constantly improving in the market competition.

Although we have the production line of luxury goods, we can not bring the overvalued value of luxury goods.

The reason is the lack of soft power in the industry.

To this end, the industry has been vigorously promoting pformation and upgrading in recent years.

Besides upgrading the quality of footwear and upgrading the soft power of the industry, the pformation and upgrading will increase the added value of shoes and clothing.

"Our production cost is generally between four hundred and five hundred yuan, but the selling price to foreign countries usually ranges from eight hundred to nine hundred euros."

Said a person in charge of a luxury apparel company in Guangdong.

Luxury goods enjoy a high premium rate in the market. Zhao Zhongxiu, vice president of University of International Business and Economics and chief consultant of Cheung Kei luxury Research Center, University of International Business and Economics, recently said that the direct cost of luxury goods, including raw materials and manufacturing costs, will not exceed 10% of the price.

and

Of course, the brand can not be built overnight.

The World Luxury Association recently announced the ten top fashion brands in the world, all of which are concentrated in Europe.

This is another reflection of the brand, especially the creation of top brands, which requires good technological heritage and cultural accumulation.

To explore the history of the world's big names, it is easy to see that most brands will rely on the brand effect of industrial clusters.

It is because of the British wool fabric that Italy's handwork and French design have provided "fertile ground" for the gathering of European clothing.

The accumulation of culture needs to be tempered by time. The key to the manufacturing of Chinese brands is excellent technological heritage. This is not only the prerequisite for the formation of historical accumulation, but also the foundation of brand building.

Only the inheritance of good technology can form the effect of industrial clusters, and the brand building of all links in the industrial chain is the most powerful driving force for the manufacture of Chinese shoes and clothing brands.

The lack of brand in China is the brand effect in all aspects of the industrial chain.

Just like the Lycra fibers that make DuPont Co's reputation impatient, many people are very puzzled, because spandex is almost unknown.

Some people sigh that DuPont is good at creating standards and making fashion.

But in the final analysis, it is inseparable from the brand effect of DuPont.

The brand of shoes and clothing is actually the aggregation of industrial chain brands, and the manufacture of shoes and clothing brands can not be separated from the promotion of industrial chains.

The quality of China's apparel industry chain has been proved by the luxury goods such as PRADA, ARMANI and so on. The key to the industry's failure to form an international luxury premium is the lack of our brand.

Just imagine, in China's industrial chain, fabrics have Lan Jing, zippers have YKK, sewing machines have BROTHER (Brothers), CAD has Rick, PLM has Gerber, so will the manufacture of Chinese clothing brand be far away?

The industrial chain can not only help the manufacture of shoes and clothing brand, but the development of brand industry chain can even guide the trend of footwear industry.

For decades, SCABAL has been especially famous for its research and development of new fabrics. Almost all major technological breakthroughs on fabrics have been initiated by it.

From 16.5 micron wool technology, super150 fabric, and the "super two hundred and fifty" (super250) woolen, now known as "summit", the price is up to 2000 pounds a yard.

Every innovation of SCABAL brings a new fashion trend to advanced customization. Almost all advanced customization will update the product with the trend of SCABAL fabric, flaunt the trend of high-end.

The secret of SCABAL brand building may be seen from its corporate dogma: we never cut costs on raw materials.

It is the constant innovation that has been controlled over the years that makes such high-end brands.

The Internet has recently passed on the fashion ICON label of Kim Jong-il, the late leader of the DPRK, and for the custom suit he has always loved, it is not a custom brand store, but a SCABAL fabric, which highlights the strength of the brand.