China'S Clothing Brand Is Facing Pformation, And Lang Xianping Gives Advice.

What is the panacea for China's garment industry to take off again?

At the twelfth China (Shenzhen) international brand clothing and apparel fair closed yesterday, a forum on the development of the clothing industry attracted the famous economist Lang Xianping.

Lang Xianping's phrase staggering that China could not do it.

You don't even have to try.

China is facing a consumer crisis. The entire manufacturing industry is facing M consumption. The only way for clothing enterprises to survive is low price + personality + honorable experience, so that everyone can refresh themselves.

The output value of Shenzhen garment industry reaches 150 billion yuan.

Shenzhen, as an important clothing resort in China, hosted the twelfth China (Shenzhen) international brand clothing and apparel fair in Shenzhen Convention and Exhibition Center on July 8th -10.

According to the data provided by the Shenzhen apparel industry association, the exhibition area is nearly 80 thousand square meters, including 6 pavilions, more than 10 sub exhibition areas and more than 3500 booths, attracting more than 1000 excellent brands from dozens of countries and regions in the world.

The development of Shenzhen's garment industry is mainly compared with that of Zhejiang and Beijing.

In recent years, Shenzhen garment industry is changing rapidly from low technology content, low added value and export processing mode to high technology, high added value and private brand development mode.

Xiong Xiaokun, a light industry researcher at CIC, told reporters in the daily economic news that at present, the output value of Shenzhen's clothing industry is 150 billion yuan, more than 700 of its own brand enterprises and 1000 of its clothing brands have become the largest production base of women's clothing brands in China.

Xiong Xiaokun said that the output value of Shenzhen's own brand products increased from less than 10% in the early 90s to 50% today, and this trend is accelerating.

Looking at the national garment industry has faced many difficulties in recent years.

Liu Xiaoming, China's ambassador to the United Kingdom, said that China could use 800 million shirts to change a plane, indicating that the added value was not high.

On the other hand, after more than 30 years of reform and opening up, China's clothing products have gone out, but China's clothing enterprises have not gone out completely, there is no international clothing brand known to the world, and there is no brand clothing marketing network all over the world.

From a macro perspective, the garment industry also faces problems of industrial pformation and upgrading.

With the opportunity of "trade fair", the organizers organized a seminar entitled "new opportunities, challenges and new prospects for the development of the garment industry".

Lang Xianping: China can't get out of international brand, only "low price + personality + noble experience".

Lang Xianping's view of the development of the clothing industry is different from that of his view.

Lang Xianping said that Chinese enterprises no longer have strategic problems. They are basically the result of economic depression. Therefore, the development of garment industry is the inevitable result of China's economic development in the future.

The crisis brought by the Chinese economy has led the garment industry to face the M consumption pattern, that is, the two are large, the middle is small, 14% of the rich are buying high-end products, 86% of the people are buying low-grade products, and the mid-range products are shrinking.

This is the M consumption pattern that the clothing industry should follow.

"Today, I would like to draw a conclusion that personal efforts are not important. Personal strategic thinking is not important at all. If you do not follow the consumption pattern of M, you will fail."

Lang Xianping, for example, the high-end clothing Prada sales growth rate of 54% last year, profits increased by 72%, the first quarter of this year sales growth rate of 48%, profit growth 112%; Amani global market growth of 13%, China's market more than 40%, high-end clothing is hot.

In the mid-range brand, several famous Chinese brands are in trouble. For example, seven wolves, nine herdmen, last year's inventory grew by more than 60%, in addition,

The growth rate of Anta and news birds is about 40%.

In terms of profits, Lining's profits fell from 1 billion 100 million to 400 million, and fell by 64%. Similar cases abound. YOUNGOR's profits also dropped by 30%. China's mid-range clothing, a large backlog of inventories and a sharp decline in performance, is the inevitable result of M consumption.

So, what is the future of the clothing industry? "As long as you think of it, it must be wrong."

Lang Xianping said, because the answer is neither high-end nor simple low end.

First of all, Chinese clothing enterprises are unlikely to enter the ranks of high-end brands, "you should try not to try."

Lang Xianping showed a triangle map of brand positioning. The horizontal axis is feminization. The more women turn to the right side, the longitudinal axis is the customer age. "We have painted all the famous brands in the past more than 100 years. Only in the triangle can we become the world brand, but all the positions within the three corners are occupied, and there is no room for you."

Lang Xianping believes that every big brand has its unique brand spirit and personality. "This is not clear," even if the acquisition is hard to succeed.

For example,

Representing an absolutely tough woman, Anna Sui represents a gentle Princess like water, which is the essence of brand positioning.

"Chinese clothing enterprises can not only resist brand by reducing the selling price and striking popularity.

There are many examples of failure.

Lang Xianping believes that there are three successful examples. The sales growth rates of Han Du Yi she, seven Ge Ge and Osa are over 500% in the past three years.

Lang Xianping introduced Han Du she said that its personality was reflected in the plagiarism of Korean fashion, and its performance was low in the cell type production process. More than 100 designers, each of them should be responsible for designing, placing orders and selling, and linking performance with inventory. Once the product was not sold well, it would immediately turn to other products, solve the inventory problem, and at the same time meet the market demand as quickly as possible.

Although it can not be compared with Prada and Anna Sui, there is no spiritual level, but it has personality. Its sales growth rate has reached 613% in 3 years. Last year's sales were 300 million yuan, and this year it is expected to reach 1 billion yuan.

"But they are not enough because they lack a sense of dignity."

Lang Xianping said that this sense of reverence can be achieved by ZARA, which is why ZARA's early strategy is to open cheap clothing stores in the best areas of the world, which is the most respected feeling.

Low price, personality and dignity make ZARA's sales growth rate exceed 60% every year since 2008.

Lang Xianping finally said that the future of China's clothing industry is an unprecedented M consumption, only one kind of enterprise can succeed, is to master the high-end and low-end clothing essence of the enterprise, that is, low price plus personality plus respect.