Shoes And Clothing Enterprises Are Trapped In Innovation To Find New Ways.

During the "11th Five-Year plan" period, the export and domestic demand of China's footwear industry maintained a two digit growth. Last year, during the opening year of 12th Five-Year, the growth rate of footwear enterprises nationwide reached 23%, while exports increased by 16% over the same period last year. In the overall downturn of the shoe and clothing industry last year, it is not easy for the sports footwear industry to maintain such a growth rate. However, since the fourth quarter of last year, various factors which are not conducive to the development of the industry have gradually emerged due to the suppression of upstream regulation policies and the fluctuation of international raw material prices and labor costs. Shoes and clothing enterprises The year-on-year growth rate has declined, and many enterprises are even on the verge of bankruptcy.

China's footwear industry experts say that China's footwear industry is facing the dual pressure of domestic sales and exports.

Domestic sales, due to the impact of the upstream property market regulation, the domestic high-end brand enterprises have been affected to varying degrees. On the other hand, for low-end market quantified enterprises, shoes and clothing products as consumer goods are positioned as "durable consumers". Consumers' consumption consciousness has not changed, and the industry has been in a state of constant development for a long time.

"In terms of exports, some enterprises have already transferred their orders due to the increase of raw materials, labor costs and logistics costs." Yang Zhaohua said, "at present, countries such as India and Bucky Stan have become China's competitors because of their low labor costs and low costs. For some products with strong color fastness and bright coloring, they may be incomplete due to incomplete matching of industrial chain, resulting in late delivery and low quality. But for some basic public products, China's international competitive advantage is losing. In this period, our enterprises badly need to make difference structure and adjust the market structure.

　　 Scale of trapped channels

　　 China shoes and clothing manufacturing The impression has always been "made in China", in other words, cheap and low value-added things. So where is the difference between China's footwear manufacturing industry and foreign countries?

Two parts of China's footwear industry are relatively deficient. One is product research and development. Foreign R & D is focused on satisfying the consumer's lifestyle. In contrast, Chinese enterprises basically start from product development, and then sell to consumers, which is no longer effective under the current oversupply saturated market.

"The second aspect is that our channels are not strong enough." There are more than 2000 shoe and clothing enterprises in China, and 371 in the channel, such as rolls, but they are still relatively small. Foreign brands mainly rely on shopping malls to make channels. This can achieve unified ordering, unified distribution, and save a lot of costs. China's channels are relatively small and scattered, and there is no intensification, resulting in high cost, which is unfavorable for businesses and consumers.

It can be said that the lack of integration and the limitation of channels are the bottlenecks restricting the development of China's home textile industry at present.

In the field of brand promotion, Chinese enterprises do not pay attention to the cultural background of mining products, which is also one of the reasons that affect the development and growth of enterprises. This is one of the common problems of Chinese enterprises. China has a long tradition of culture, Chinese enterprises can create a brand culture, corporate culture, product culture, to convey a concept of life to consumers, so as to cultivate consumer loyalty to the brand.

　　 Open up new road to electricity supplier

At the Canton Fair in May, Chinese shoe and clothing exhibitors were worried about the decline in external demand, rising prices of raw materials and rising labor costs. In order to meet the challenge, shoe and clothing enterprises have changed from traditional sales to online and offline marketing.

Insiders pointed out that shoes and clothing enterprises to enter e-commerce comprehensively foreshadowed. China home textiles The transformation and upgrading of sales channels began to accelerate, and the era of shoes and clothing e-commerce has arrived. Many brands have set up their own B2C e-commerce business and established flagship stores on Taobao shopping platform.

Investment bank analysts pointed out: "on the whole, after the stage of high-speed growth period, the overall growth rate of the 2012 industry should be a big probability. But at present, the concentration of shoes and clothing industry is not high. Whether the key to continue high growth depends on the extensive opening of stores, such as electricity providers and other non-traditional channels, is a battleground for the future.

In an interview with reporters, Yang Zhaohua said that with the full exposure of problems in the first quarter of this year, shoes and clothing enterprises are changing their marketing strategies, including structural adjustment of products, market readjustment, and vigorous advocacy of healthy consumption. In the first half of this year, the growth rate of enterprises declined, hoping to make up for some favorable factors in the second half of the year to achieve steady growth throughout the year.

Yang Zhaohua also pointed out that, from the domestic point of view, this year's affordable housing will give rise to a lot of rigid demand. Internationally, the US market has gradually improved, and the volume of orders has obviously rebounded. Several European countries are still stable, especially this year, the United Kingdom will host the Olympic Games. Footwear industry It is more favorable.

Generally speaking, Chinese enterprises should give full play to their industrial advantages and technological advantages, do well in after-sale service, increase the added value of products and improve the quality of delivery. From these comprehensive factors, we can get orders and form core competitiveness so that Chinese home textiles can always maintain an advantageous position internationally.