Perspective On Clothing Industry From The Perspective Of M Consumption

In 2012, it was "bad mouthing".

The retail industry took the lead. It was intertwined by the slowdown in economic growth, the increase in the cost of enterprises and the increase in inventory pressure. In 2012, clothing retailing was not optimistic. The major brands slowed down the speed of opening stores and lowered the expected growth of performance.

Quietly spreading a local brand in the second half of 2011

Crisis has exposed the deficiencies of local enterprises in supply chain management and retail system management.

A few years ago, local brands were learning the fast supply chain system of the international brand ZARA. Although the inventory problem plagued many service companies in 2011, there were still many excellent enterprises achieving satisfactory results in supply chain and inventory management.

Not long ago, "2012 China"

The "brand forum" and the "achievement of the 500 annual conference of Chinese apparel industry", the reporter contacted representatives from all over the country clothing dealers, agents and many well-known domestic clothing brands.

In these years of career in the garment industry, a sense of crisis, pressure, confusion and hardship can be felt. The international financial crisis and the downturn in the consumer market have made them more confused and overwhelmed in the new historical stage.

But at the same time, we have gradually combed out some of their outstanding garment enterprises representatives in such a severe environment, such as how to innovate business, how to operate capital, and how to create their own competitiveness in a tough environment, which is exactly the answer that many costume workers are struggling to find.

Zheng Hongwei, vice president of Semir apparel,

China's garment industry still has clear growth potential.

Semir entered the capital operation countdown in 2007, and successfully listed on the small and medium board in Shenzhen in March 2011. From the moment of listing, it has become the forefront of China's capital market apparel sector.

Financial reports show that from 2008 to 2010, we

The annex growth rate of revenue and net profit is more than 35% per annum, retail sales reach 13 billion yuan, and the company's profit exceeds 1 billion 200 million dollars.

However, Semir's growth phase of over 40% to 50% has ended. Not only Semir, but also other apparel colleagues alike, we have bid farewell to the development period and entered the competition period, or we have entered a M type consumer society.

If we can not change at any time, our position and market structure will change at any time.

Like Barbara, in 2002, it will become the first child to become the children's clothing industry quickly. If it is now, there will be no chance, because the conditions and elements of success are very complex now.

But we can be sure that the Chinese market is still the biggest opportunity and huge consumption potential.

From the point of view of consumption driven, the development of Chinese clothing in the past 30 years has been driven by investment and export. Next, we need to start consumption, and the consumption of Chinese clothing is very clear. No industry can have clear growth potential as the Chinese garment industry.

First of all, clothing.

Enterprises are growing more and more stable in all sectors, and have achieved at least 30% growth.

Since coming into the market, we have come into contact with many foreign brands. They all want to come to China. Apart from the success of luxury goods in China, I think more foreign middle 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 go deep into Semir's management, operation and decision making, and greatly enhance the development tension of Semir.

Secondly, China's consumer market is multi-layered, and there is a big difference between consumption ability, consumption fashion, consumption amount and channel. This is not true in Europe and America. They can use a management mode to cover every region in Europe, but it is impossible to do in China. 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, and pay attention to different costumes on different occasions.

Even based on the change of mood, there are different dressing requirements 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.

Besides, we only focused on department stores and local stores. Now shopping centers and electricity providers have become the main channel, because shopping centers provide all the functions of eating, drinking and playing.

In foreign countries, shopping is shopping, leisure is leisure, China's leisure and shopping are integrated, and 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 has a breakdown of consumption. The high-end brands will be affected, and the shopping center will be the core of the consumption segments.

Ye Qi, vice president of XTEP group,

industry

In 2005, sports brand took the lead in entering the era of capital operation. What pattern did sports brand take in 5 years? 17 sports brand listed companies occupied 76% of the whole sports industry, the sports industry developed in a polarized way, and the distribution of industrial chains became clearer.

The advent of the capital era accelerated the process of brand scale development, including joint and acquisition based on this, which is an opportunity.

Many people ask: how does a trademark become a brand? This is a long way.

But even if we call the brand brand, 35 of the really mature industries are enough, others should be around the 35 brands as supporting suppliers.

This is the embodiment of polarized development.

Take XTEP as an example, XTEP now has distributors in 31 provinces and autonomous regions of China.

At the same time, there are about 400 brand stores in over ten overseas countries.

The annual sales volume is more than 7 billion yuan (including tax), which has developed for ten years, and its performance has increased by more than 100 times.

Has been in the development trend of merger and reorganization.

Recently, the overall performance of the sporting goods market has declined, but sporting goods and sportswear have risen steadily.

Everyone is very concerned about health. First, take medicine, second do health care, third do sports, and sports must wear sportswear.

For the sporting goods industry, a trademark brand has about 600000000000 yuan of sales, plus exports of more than 1 billion yuan, so much of the market we have how much? We also about 7000000000 yuan, take XTEP as an example, 1% of the market share has not yet been obtained.

Sports goods market is not saturated, but space is infinite, like fish, shrimp, worm like survival rule, small brands fall down, we will grow as fast as possible.

Wang Jianjun, President of Busen group:

In April 12, 2011, Busen listed in Shenzhen at 400 million, which is another example of the successful listing of small garment companies.

In 2011, our sales revenue had exceeded 1 billion yuan (excluding tax), and its performance increased by more than 200% after the listing, which stems from the unusual development of our channel development.

After the listing, Busen brand merchants and dealers became the interest community, and the 70% old customers with 15 years' cooperation had a high confidence, which brought the second expansion of the Busen terminal.

I think every enterprise needs to be bigger and stronger. They should think of a way to go public, especially those who have complex feelings for their main businesses and do not want to lose their main businesses.

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, the structure and assets should be very clear.

Some enterprises need to remit when they are listed, so it is easy to cause equity disputes and then affect the listing. Second, find the right sponsors and specializes in marketing stock issuance. Third, brand building, the status quo and the future brand packaging are very important.

For regular products and well-known products, the SFC will be more rigorous in its scrutiny. Whether packaging is in place and comprehensive is very important. Fourth, how to make big dishes, strategy and positioning are particularly important.

In short, it is the core to integrate and display the brand from the perspective of the most conducive to its image and value.

After the listing, you advance the money you will earn in the future. You still need to pay back what you are using and how to repay it.

China has tens of thousands of clothing brands, but for the time being, the whole industry is very fragmented, the industrial concentration degree is very low, and the whole industry is in a relatively low level and more homogeneous competition state, and the consumption trend of M is just giving the Chinese garment enterprises at different stages of development the chance of survival and development.

Maybe we can say so.

The consumption will reshape the new trend of China's clothing industry and clothing consumption, and welcome the arrival of the era of China's clothing brand economy.