Li Kailuo: Constructing The "Turning Point Thinking" Of The Textile And Garment Industry

2012 came unexpectedly, accompanied by a new round of global economic crisis, which is heading for the "deep water area". 2012, the symbol year of the strong cold wave is only a little later than that of 2008. In fact, the true value of the Mayan prophecy lies in its warning function. The Mayan prophecy is that human beings must always be vigilant and awe about their own living environment.

And the need for constant vigilance and awe in environmental change is also China's clothing industry. In the past 2011, China's clothing industry and the external environment have undergone significant changes. On the one hand, the European and American sovereign debt crisis, which has continued to ferment and spread, has seriously impacted on the total export volume and growth rate of China's garment trade, and gradually formed the pattern of "low end and difficult to catch up", and the order of the dilemma. On the other hand, the domestic demand market maintained a steady upward trend under the background of "double downturn" in the stock market and the property market, and continued to play the role of "world economic engine".

"Two meetings" hot deduction

A major industry event that attracted great attention in 2011 is the "two meetings" that are still in the process of synchronizing. The first is that local brands and foreign brands meet in a comprehensive way in the three or four line cities. The contention between the local resources and the customer resources becomes increasingly fierce. The two is the comprehensive encounter between the dominant enterprises and the capital market. Capital has become the key force for the apparel industry to go deep into integration and realize spanformation and upgrading.

Standing at the entrance of 2012, we will listen to or examine the new "pulse" of China's clothing industry. At the macro level, China's economic slowdown has become a common expectation. It will be accompanied by a decline in the total income of residents, a relative decline in purchasing power, a blockage in employment channels, and a fierce competition in the consumer market. The spanformation and upgrading of the garment industry will also lead to a major adjustment in the industry pattern. Looking at the micro level, the Chinese garment industry has entered the new era of "brand dominant consumption". The industrial thinking of entrepreneurs has entered the period of adjustment and upgrading. Upgrading the soft power has become the only choice for the core competitiveness of enterprises. Capital has become the key supporting resources for the clothing industry to climb higher industrial level. The three or four line cities of foreign brands will sink into a new round of fashion consumption revolution.

China's clothing industry has already been walking on a brand-new industry path, and the industrial spanformation and upgrading is also at a critical stage. In the face of the uncertain internal and external industrial environment, it is particularly important and urgent to understand the evolution trend of the industry and build a new "turning point thinking" of China's clothing industry.

From "world factory" to "world market"

From the low end of the industrial chain, we strive to seize the commanding heights of R & D and marketing.

In the past 30 years, in the face of the trend of global industrial spanfer, China's garment industry has brought into full play the comparative advantage of low labor costs, and seized and made good use of the historical opportunity to become a major garment manufacturing country in the world. At the cost of consuming resources and sacrificing the environment, extensive development without core technology and low added value is difficult to sustain or needs to be turned to stimulate domestic demand, thus forming a pattern of external demand and domestic demand coordinated to drive economic growth. China is changing from a "export machine" to a "consumer machine", from a "world factory" to a "world market", and ushered in the historic opportunity for the domestic market to rank in the forefront of the world.

The lagging behind of research and development and the unsmooth marketing channels are the two bottlenecks faced by the independent brands of China's clothing industry. They struggle from the low end of the industrial chain to seize the commanding heights of R & D and marketing, or to choose the brand strategy of the Chinese garment industry in the coming period.

From "made in China" to "buying in China"

Global mergers and acquisitions are the only way to build an international brand.

In the past 30 years, China is famous for its "made in China", and since the beginning of these two years, the aim of the world is to buy China. From "made in China" to "buying in China", China's clothing industry urgently needs to build two new industrial thinking -- "going out" and "coming up".

Going out and implementing global M & A are the only way for China's garment industry to upgrade and globalized. The upgrading of China's garment industry must become a global company. There is no problem of overcapacity in China's garment industry. There is only a monopoly of marketing networks and R & D designs by Western multinationals. Chinese clothing companies going out to buy western marketing networks and acquiring Western R & D institutions will break the monopoly of western multinational companies and improve the export competitiveness of China's clothing trade.

Come up, that is, from the bottom line of the "smile curve" of the industry chain to climb up to control the high value-added and high yield links of the industrial chain. On that day, Chinese garment enterprises realized "going out" and "coming up". At that time, China was not far away from the real brand power.

From "the winner to the winner"

Times are changing. The highest state of game is "sharing".

In essence, the way for enterprises to win is entrepreneurs' business logic and their way of thinking. In the era of product homogenization, Chinese garment enterprises are very important to control the industry's right to speak and market dominance. Industry discourse power and market dominance are the goals pursued by the soft power of enterprises, and also the key to realize the integration of global resources.

Once upon a time, pieced together $30 million, registered a trademark, seven or eight guns, signed several OEM enterprises, but also can get wind and water, earn a full pot. Although the "winning of the brave" has once been brilliant in the current context of China's clothing industry, it has always been involved with "gambling", "Marginalization" and "grassroots feelings". What is a wise man? "Wise men are more valuable than they are." A wise man is a man who can keep pace with the times and wait for action. Nowadays, China's clothing industry has already entered the stage of "wise men winning". This is a stage that can be won by system strength.

With the accelerated trend of brand consumption trend and brand competition in the 12th Five-Year, interest sharing will take the place of competition and become a unique symbol of China's fashion brand going global.