There Are Still Puzzles In The Clothing Industry. Accurate Positioning Is The Key

At present, under the rapid social and economic development tide, the strong development momentum of commercial real estate has led to the emergence of a large number of professional clothing markets. Especially since the second half of 2011, purely residential commercial real estate projects have shrunk under the restrictions of "purchase restriction order", and the proportion of investment in professional real estate projects has increased significantly. ?

Just Textile clothing In terms of the industry itself, the favorable policy support and long-term advantages of low cost and high profit make the development of professional clothing market favored by many real estate developers. In addition, the trend of China's textile and clothing industry gradually transferring from southeast coastal areas to inland areas is becoming increasingly clear, and the circulation channels of textile and clothing are gradually penetrating from extensive to intensive, which provides opportunities for the development of the professional clothing market.

A large number of clothing professional markets with serious homogenization have emerged in a short period of time, and the real dilemma of investment reduction, difficulty in attracting investment and difficulty in operation has followed. In order to maintain the capital return in the short term, many real estate developers are willing to blindly advocate the market prospect, quickly realize the transaction of shops, and then operate the real estate projects in the clothing professional market in a way of "losing hands" without management. Under such a pattern, how to rely on the strength of all parties in the industry to achieve the rejuvenation of these emerging professional clothing markets and avoid the premature demise of the established professional clothing market caused by "birth without nourishment" has become the main problem to be solved in the development of the professional clothing market itself.

Looking at the situation: the loss of transformation and upgrading, looking forward to the emergence of new models

Looking at the current large number of professional clothing markets, we can easily find that most of these "aircraft carriers" in the large number of professional clothing markets are just superficial. They follow the traditional management mode and positioning characteristics of the professional clothing market, and do not really have some conditions to develop a professional clothing market in ZTE. These newly built professional clothing markets often emphasize the recovery of short-term benefits. The business mode is mainly trade, the business carrier is mainly physical stores, and the relatively backward natural economy operation mode is adopted. The transaction mode is mainly the original "three cash" (cash, on-site, spot), which is difficult to adapt to the changes in the new professional clothing market.

Recently, the rise and completion of these disharmonious clothing professional markets across the country are often very powerful and costly, while the decline and collapse are also fast. On the whole, although the increase in the number of these newly emerging professional clothing markets has improved the business community's understanding of the prospects of the clothing industry itself, many people are optimistic about the development of the textile and clothing industry, but its rapid rise and decline also made industry insiders reflect.

Both the local governments planning the construction of the specialized clothing market and the developers investing in the specialized clothing market have gradually realized that the previous specialized clothing market model is far from meeting the overall trend of the current economic development pattern. These professional clothing markets built by means of commercial real estate sales planning can not give a good look at the deep-seated problems that new professional clothing markets need to face and the changed market environment. They just blindly prepare to build large-scale clothing malls, while ignoring the demand of the Chinese clothing industry consumer market itself.

Most of these suddenly formed "behemoths" do not have the need to support their franchised stores to carry out brand operation, and cannot provide better development space for franchised stores to guide them to achieve systematic brand operation upgrading. From a macro point of view, the current professional clothing market, like the textile and clothing industry itself, has changed the traditional industrial pattern with production and manufacturing as the core, but pays more attention to market factors and sales channels. Industrial segmentation is becoming a new feature of the development of the clothing industry. This requires the professional clothing market to effectively integrate the resources of various fields and industries of clothing, and provide channels and operation services to make the textile and clothing industry have more favorable agglomeration advantages.

The "giant" clothing professional market can not meet the basic demand of the textile and clothing market in many cases. Under this pattern, the construction and development of China's garment professional market itself has suffered from transformation and upgrading. How to realize the transformation of these emerging professional clothing markets, find new planning and operation modes of professional clothing markets, and enable them to embark on the road of gradual rejuvenation and drive the development of the overall textile and clothing industry, It seems that the only answer that can be given at present is to launch a new systematic operation mode of specialized brands in the clothing market that can adapt to the current situation of China's clothing brand consumer market and the current situation of China's clothing enterprises, so as to realize the overall transformation and upgrading of the clothing professional market.

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Explore the way out: innovative thinking under accurate planning and positioning helps break through the fog

Undoubtedly, under the overall transformation pattern of our society, the new consumption habits, new consumption demands and patterns of consumers in the textile and clothing industry are changing, which also promotes the change of the development mode of the entire textile and clothing market. The development of professional market and the development of industry are closely combined. Based on the characteristics and development trend requirements of professional clothing market and textile and clothing industry, it is critical to take market factors and sales channel factors into account in the process of exploring the reasonable transformation of professional clothing market. What is worth noting here is the accurate planning and positioning of the clothing professional market at the beginning of preparation, as well as the innovative thinking and mode exploration of daily operation after completion.

　　 "The key to the development and transformation of the specialized clothing market is to highlight the key points and strengthen the featured clothing market and the relevant clothing fabric and auxiliary materials market. The specialized clothing market should give full play to the conditions of network informatization and rapid and convenient logistics system construction in the planning and operation process, shorten the overall supply chain of the textile and clothing industry, and create a scientific and efficient short process terminal of the specialized clothing market 。” In a telephone interview with reporters, the relevant person in charge of Henan Provincial Auxiliary Association said that under the current overall market pattern of textile and clothing, keywords such as "theme", "creativity", "network" and "shopping mall" have become an unavoidable point for the transformation and construction of the clothing professional market. For the sustainable development of the professional clothing market, the organic combination of brand physical stores and online stores is the foundation for the future.

For the shop planning and infrastructure in the traditional physical clothing professional market in the past, it is necessary to continue to integrate new elements such as e-commerce, 3D mall, intelligent business software, and promote the popularization of networked digital trade. It can take the form of synchronously opening online stores for merchants to improve the seamless connection between tangible and intangible markets through e-commerce. Systematically transform and upgrade the existing traditional clothing market business circle, build a new model of clothing professional market, clothing theme malls, clothing shopping centers and clothing trade complexes, and strive to achieve the prosperity and glory of clothing professional market.

　　 "In the process of planning and positioning the professional clothing market, another important point of expanding the sales channels of textile and clothing is the combination of exhibition and trade. Through holding professional and distinctive global professional procurement exhibitions, brand dealers and agents matchmaking meetings, we can provide stores and enterprises with the global procurement of fashion brand fashion release, fashion brand franchise agents, and fashion boutique wholesale Center, get rid of the pattern of pure trade mode of the clothing professional market in the past. "

The person in charge further introduced that the hardware supporting facilities of the professional clothing market should be constantly upgraded, and for the sales terminals, convenient service facilities such as store purchase service desk, electronic shopping guide system and consumer complaint station should be provided for consumers. In addition, the management level, information technology services, the application of new materials, the application of new energy, modern logistics methods and the construction of a platform for the exchange of shops in the professional clothing market under the accurate planning and positioning are also the needs to achieve the transformation of the textile clothing market.

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Synchronous chorus: take root in the professional market and work together to build a spleen incubation base

There is a good lyric that says, "When one person holds an umbrella in the wind and rain, the wind will be particularly fierce." In the face of the current transformation and upgrading of the professional textile and clothing market, the ultimate need is to rely on the joint efforts of all participants in the industry. In the process of transformation and upgrading, the professional market of textile and clothing should transform from product centered to brand centered, from collecting rent to building a fashion brand market, and work together to build a Pinpi incubation base by taking root in the professional market.

　　 "In fact, the fundamental transformation of the industrial competitiveness of China's overall textile and clothing market has been a trend seen by all this year. Since the financial crisis, the low-cost advantages of China's textile and clothing industry can no longer support the sustainable development of the entire industry. Exploring and pursuing efficiency advantages and brand advantages should be considered for the development of textile and clothing related industries " When talking about the specific countermeasures for the development of the textile and clothing professional market, the relevant person in charge of the Henan Garment Association emphasized that the value of a brand garment accounted for at least a quarter of the value in the middle.

Therefore, it is very important to attach importance to the channel in planning the transformation of the textile and clothing professional market. Perfect distribution channels have become a link that must be paid attention to in the professional clothing market. In fact, channel building is an important means to promote brand communication. In the final analysis, the transformation of textile and clothing professional market should take root in the professional market to build a product incubation base.

All participants in the textile and clothing industry should work together to build a talent team that meets the needs of the textile and clothing professional market and modern circulation development. Under the test of the transformation of the textile and clothing professional market, they should take root in the professional market all the year round, rely on the professional market to provide various convenient conditions for clothing manufacturers and consumers, and take the road of clothing brand management. Based on the rapid information feedback system, accurate grasp of fashion trends, and product market communication ability, we will improve the service system of textile and clothing brands, gather and cultivate more and more powerful clothing brands, and truly achieve the goal of creating an incubation base for Pinpi.