Perspective On Industry Monopoly In The Perspective Of Apparel Industry

　 Two thousand and twelve year , cover " badmouth " In the world economy , Retail Be the first to bear the brunt , Affected by slowing economic growth, rising costs and increasing inventory pressure. 2012 Garment Retailing in 2010 is not optimistic. , The major brands have slowed down the pace of opening stores and lowered their performance growth expectations.

　　 Two thousand and eleven In the second half of the year, the mainland quietly spread. Brand inventory crisis , It exposes the deficiencies of local enterprises in supply chain management and retail system management. several years ago , Local brands are learning international brands. ZARA Fast supply chain system , although Two thousand and eleven Annual inventory problems beset many enterprises , But there are still excellent enterprises achieving satisfactory results in supply chain and inventory management. , Local brands are learning examples. Not long ago "2012 China Clothing Brand Forum " and " Achievements in Chinese clothing Five hundred Strong industry annual meeting " upper , The reporter contacted representatives from all over the country, including clothing distributors, agents and many well-known domestic clothing brands. In these years of career in the garment industry , You can sense a sense of crisis. , Pressure, confusion and hardship , The international financial crisis and the downturn in the consumer market have made them even more confused and overwhelmed in the new historical stage than before. , But at the same time , We have gradually combed them in such a severe environment among some outstanding garment enterprises representatives. , How to innovate business? , How to operate capital , How to build up competitiveness in a tough environment? , And this is the answer that many costumes are struggling to find.

Zheng Hongwei, vice president of Semir apparel :

China's garment industry still has clear growth potential.

Semir Two thousand and seven Countdown to capital operation in 2003 2011 year Three Success in Shenzhen SME Board Listing , From the moment of listing, it has become the forefront of China's capital market apparel sector. Earnings report , from Two thousand and eight Year to Two thousand and ten year , Our net income and net profit growth rate exceed the annual rate. 35%, Retail reach One hundred and thirty Billion yuan , Company profits exceed Twelve Billion dollars.

However , Semir Exceed 40% reach 50% The growth phase has ended. , Not only Semir , Other clothing colleagues are the same. , We bid farewell to the development period and entered the competition period. , Or we entered a M A consumer society. If we can't change from time to time , Our position and market structure will change at any time. Like Barbara. 2002 Enter the first place in the children's wear industry in 2009. , If it is now, then there will be no chance. , Because the conditions and elements of success are very complex now. , Success requires resource matching. But what is certain is that , China's market is still the biggest opportunity , It has huge consumption potential. From the perspective of consumption driven , Past times Thirty The development of Chinese clothing in recent years is driven by investment and export. , Next, we need to start consumption to stimulate. , The consumption of Chinese clothing is very clear. , No industry can have such a clear growth potential as the Chinese garment industry.

First , Clothing listed companies are growing more and more stable in all sectors. , Have achieved at least 30% The above growth. After listing, we came into contact with many foreign brands. , They all want to come to China. , In addition to the success of luxury goods in China , I think more foreign intermediate brands are also entering the Chinese market. This is a very important opportunity for our business friends. After entering the capital market , Semir has more than 50000 partners. , They went deep into Semir's management, operation and decision making. , Greatly enhance the development of Semir tension.

Secondly , China's consumer market is multi-layered. , Consumption ability, consumption fashion, consumption amount and channel are very different. , This is not true in European and American countries. , They use a management model to cover every region in Europe. , But in China, it can not be done. , This is the business opportunity brought by change.

At the same time, China's consumer market is also a market for rapid upgrading of consumption and consumption. , Chinese clothing consumers demand better products and advantages. , At the same time, we should pay attention to different dressing on different occasions. Even based on mood changes. , Different dressing requirements are produced on the same occasion. These are the incentives for consumption upgrading and rapid subdivision. For relatively mature leisure and women's clothing market, there are still many subdivision space.

in addition , Previously, we only focused on department stores and store outlets. , Now shopping centers and electricity providers have also become the main channel. , Because shopping centers provide all the functions of eating, drinking and playing. Beyond seas , Shopping is shopping. , Leisure is leisure. , China's leisure and shopping are integrated. , For most Chinese people , Shopping is leisure. The emergence of shopping centers meets the needs of most consumers in terms of quality and leisure. But at the same time, it also produces consumption segmentation. , Middle and high-end brands will be affected , The shopping center is the core of consumer segmentation.

Ye Qi, vice president of XTEP group :

Industry monopoly is beginning to see

　　 Two thousand and five year , Sports brand takes the lead in Capital Operation Era , Sports brand Five Time of year , What kind of pattern has it formed? ? 17 Sports brand listed companies occupy the whole sports industry. 76% Share , Polarized development of sports industry , The distribution of industrial chains is more and more clear. The arrival of capital era accelerated the process of brand scale development. , Including mergers and acquisitions are all based on this. , This is an opportunity.

Many people ask : How does a trademark become a brand? ? This is a long way. But even a brand name. , In a truly mature industry , 35 are enough. , The other should be around 35 brands to do supporting services suppliers. This case , That is the embodiment of polarized development.

Take XTEP as an example , XTEP is in China now. Thirty-one There are dealers in provinces, autonomous regions and autonomous regions. , Big shop and small shops add up to 10000 families. At the same time, there are about 10 overseas countries. Four hundred Home brand store. Annual sales exceed Seventy Billion yuan ( Tax included ) Ten years of development , Performance growth One hundred Multiples. Has been in the development trend of merger and reorganization.

The near future , The overall performance of the sporting goods market has declined. , But sporting goods and sportswear rose steadily. Everyone is very concerned about health. , First take medicine , Second health care , Third do sports , Sports must wear sportswear. For the sporting goods industry , There are trademark brands. Six thousand Multi billion yuan sales , Plus exports. One More than 100 billion yuan , How much do we have in such a big market? ? We also Seventy Billions of yuan , Take XTEP as an example 1% The market share has not yet been achieved. The sporting goods market is not saturated. , But infinite space. , It's like fish, shrimp and worms. , Small brands fall down and we will grow as fast as possible.

Wang Jianjun, President of Busen group :

Listing is the first choice for becoming bigger.

　　 Two thousand and eleven year Four month Twelve day , Busen Four Billion worth listed in Shenzhen , It is another example of the successful listing of small garment companies. Two thousand and eleven We have already exceeded our sales revenue in the year Ten Billion yuan ( No tax ) The performance has increased after the listing 200% many , This stems from the unusual development of our channel development. After listing , Busen brand and distributors become interest communities , Cooperation Fifteen Year long 70% Old customers have high confidence. , Brought the second expansion of Busen terminal. I think every business needs to be bigger and stronger. , We should try to go public. , Especially for the main business. , An enterprise that does not want to lose its main business. For enterprises that have grown bigger and stronger, they need to have the right direction.

There are three key points for clothing enterprises to list. : first , Ownership structure and assets should be very clear. Some enterprises need to exchange money in the market. , It is easy to cause equity disputes. , And then affect the listing. ; Second , Finding the right sponsor , Professional marketing stock issue ; Third , Brand building, current situation and future brand packaging are very important. For regular products and well-known products, the SFC's scrutiny will be more stringent. , Whether packing is in place and comprehensive is very important. ; Fourth , How to make big dishes , Strategy and positioning are particularly important. in short , From the perspective of the most conducive to their image and value, it is the core to integrate and display the brand. After listing , You advance the money you will make in the future. , You still need to pay it back. , What else to use? , How to return , It also lies in internal strength.

China has tens of thousands of clothing brands. , But for now , The whole industry is very fragmented. , Industrial concentration is very low. , The whole industry is in a relatively low level of competition. , and M The consumption trend of the type also gives the Chinese garment enterprises at different stages of development a chance to survive and develop. Maybe we can say so. M Consumption will reshape the new trend of China's clothing industry and clothing consumption. , And welcome the arrival of the era of Chinese clothing brand economy.