The Current Situation And Development Path Of China'S Garment Industry

I have recently written about China.

The status and development path of the industry is discussed with the Secretary General of China Fashion Forum, Wang Jun, Xia Hua, general manager of Qingdao Yi Fa clothing Sales Co., Ltd. and Wu Shuguang, Secretary General of the China clothing association.

Recently, the RMB exchange rate is unstable, labor costs and raw material costs continue to rise, leading to the increasing cost of SMEs in the clothing industry, and it is becoming more and more difficult to survive.

Especially since the financial crisis, labor cost, labor shortage and other problems have emerged in recent two years. Textile enterprises are labor-intensive enterprises, and the more difficult it is to survive.

At this moment, China's clothing brand is even more dangerous.

However, we need to solve the problem if we want to solve the problem. We still need to deeply analyze the current situation of the garment industry, so as to find the clues for solving the practical problems.

The current situation of China's garment industry

1. the overall development is uneven.

Although China is the largest clothing consumer in the world and the largest garment producer in the world, the overall development of China's garment industry is very uneven.

Guangdong, Jiangsu, Zhejiang, Shandong, Fujian, Shanghai and other southeastern coastal provinces produce more than 80% of the market share of the country's products.

The clothing industry in the central and western regions is still very backward.

Competition among garment enterprises is still at a relatively low level, mainly in terms of price, style and other aspects of competition, and the majority of garment enterprises are mainly selling products in the wholesale market.

In recent years, though the brand awareness of clothing enterprises has been constantly strengthened, the Chinese garment industry has only a few well-known trademarks in China, and there is still a lack of real international clothing brands, mainly through competition with international brands through low cost advantages.

The most mature and competitive international clothing industry in China is men's wear brand and down garment, casual wear, their brand strength is strong, and their scale and competitiveness are at the forefront of the garment industry.

The market for fashion women's wear, children's wear and pajamas is relatively immature, and strong leading brands are still scarce.

2. increasing inventory pressure.

Wu Shuguang, assistant general manager of Qingdao Yi Fa clothing Sales Co., Ltd., said: if all the garment enterprises in China stop production now, Chinese people need not worry about not wearing clothes.

Now, the inventory of all enterprises is enough to sell for two years on the market.

Clothing enterprises are bigger, often accompanied by a sharp increase in warehouse prices.

The sale of the company has doubled several times, but the cash on the account has not seen any increase.

It is no wonder that many bosses say that they have been working hard for a year, and they have gone to the warehouse.

Because of the obvious seasonality and the speed of updating clothing products, the problem of inventory has become one of the most important headaches for clothing enterprises.

Do not deal with it, backlog will only lead to more devaluation and even worthless goods.

To sell at a low price, it is not likely that some of those products will be sold in season. Secondly, it will be a big blow for the hard built brand image to sell at low prices. It is easy for consumers to doubt the price system of the products.

3. lack of independent design style.

Clothing design is a common weakness of Chinese garment enterprises.

China's clothing design level is far behind that of the world. China has not yet had the world's influence designer.

Many enterprises still rely mainly on plagiarism, which makes it difficult to form their own product style.

The domestic garment enterprises lack the perfect designer training mechanism, and many talented designers are more accustomed to creating their own brands or starting design studios instead of being able to play their talents in the enterprises, which makes it difficult to upgrade the standard of Chinese clothing design to a new level. Even in the mainstream fashion week, Chinese designers are not even seen.

4., there is a shortage of professionals in the industry.

People who have gone deep into the clothing industry will clearly realize that the overall talent team in the garment industry is very poor.

Whether from production management or design, marketing, advertising and so on.

Because the clothing industry is mostly private enterprises, many from the start of husband and wife shops, family businesses are often strong colors.

Many enterprises can not provide a broad stage for talents, so they can not attract talents to join. Even if they join, they will not retain talent.

Talent is like the soul of an enterprise. In the era of knowledge-based economy based on human knowledge, the lack of expertise will have a huge impact on the development of the garment industry.

5., the industrial chain is not perfect.

Everyone knows that fabric is the key to clothing products, but at present, the domestic fabric suppliers in the upstream of the industrial chain still have a relatively large distance from foreign fabric suppliers, the fabric research and development capabilities are insufficient, and most of the high-quality fabrics rely on imports, which also directly restricts the upgrading of the whole industry level.

The development path of China's garment industry

1., the clothing industry needs hard support.

The efforts of enterprises also need the support of the government. In order to promote the development of small and medium-sized enterprises, many developed countries, small and medium-sized enterprises have small and medium-sized enterprises, especially small businesses, which has played a great role in supporting, helping and promoting small businesses in a country. Many small and medium-sized enterprises in the country have been supporting the development of the national economy.

It can be seen that the government increased policy support, improved the well-known brand incentive policy, set up brand cultivation guidance funds, used for brand development planning, and implemented the ten major brand projects.

Gather all kinds of resources to gather to brand enterprises, push forward all kinds of elements such as land, capital, labor, technology, information and so on to focus on brand enterprises, brand industries and brand aggregation areas, support qualified brand products and services to enter the government procurement catalogue first, and guide and give priority to the key products and leading enterprises to enter the capital market.

All of these points out the direction for the development of the garment industry.

From the current situation of China's clothing industry, the state should intensify its efforts to provide clear, affirmative and even rigid support for SMEs, so that SMEs can have better living space.

In addition, the small and medium-sized enterprises can benefit from this part of the benefits.

Now the labor law is more and more needed to be carried out in a comprehensive way, but many enterprises can not do it, because the profits of enterprises are very small, and the state should give enterprises support in all aspects of Taxation and so on.

As an industry insider in the clothing industry, Xia Hua, chairman of Yiwen enterprise group, said that the rise in the cost of staff has brought about the rising cost of raw materials and brought about a particularly strong superposition effect. The rise of raw material prices has a great impact on China's core enterprises.

From the beginning of the year to now, most of the garment factories operate at sixty percent to seventy. This is based on the formulation of various policies and incentives, such as reimbursement of tickets and family rewards.

Lack of operating rate has a great impact on autumn and winter products and spring and summer products that will be listed soon.

The government's decision should enable enterprises to constantly see hope in the process of development, and must put them in a very important position to think.

Wang Zhuo, Secretary General of China Garment Association, said in an interview with reporters, "for the economic development, the most vital part is its vitality, vitality and passion.

From this perspective, there is no relationship between rising raw materials, labor shortage and labor costs.

These enterprises still have passion to go on and go to the top of the world. "

2. let the brand generate a sense of value and influence.

In order to find a road suitable for the development of the garment industry, building the independent brand is also the highlight of this process.

When talking about the brand development of China's clothing industry, Xia Hua, chairman of Yiwen enterprise group, said that the Chinese clothing industry should regard the brand as the belief, and the capital, money and profit are the processes.

Let the brand have a sense of value and influence, so that Chinese brands will have hope.

International brand Chanel, no matter how expensive the raw material is, is going up by 25% every year. This is the belief brought to consumers.

The Chinese clothing industry must have faith support on the road to the brand. The goal of the future is to make the brand have the real core value, so that the price can not be directly dialogues with the cost.

Xia Hua believes that in the construction of brand, products are only part, and marketing and design are important.

Chinese brands have passed the product, but in design they have only gone half way.

"The core competitiveness of Chinese brands must be brand design capability.

This kind of design and innovation is not only a product, even if it is small to the LOGO and details of the brand, every process of enterprise operation, every link of sales, etc.

Brand is not simply designed in a certain link, but a process of whole process and full design.

People who make a brand want their brand to be a noun that consumers think of and respect, which is really our belief.

3. the brand contribution rate is the fundamental problem of the development of China's garment industry.

Brand contribution rate is the fundamental problem in the development of China's garment industry. At this stage, our clothing brand industry should go from product competition to market competition and brand competition.

Although the Chinese garment industry has only experienced more than ten years of short term development, its achievements have been impressive.

At present, there is still a lot of work to do in terms of the industry's development goals, leaving the market, and even the space that can be displayed around the globe.

People in the industry agree that brand development is a key issue. There are not many brands that do well in China, and all kinds of brands have their own exploration and try.

"The development of China's clothing brands must find ways to enter the big market competition and brand competition from the stage of product competition.

The brand must have such a sense. I think it's possible to build it.

Wang Jun, Secretary General of China Fashion Forum, said that the development of Chinese brands should be considered in terms of environmental policies, business environment policies and external environmental problems of SMEs. At the same time, we should learn from advanced countries and learn from the market.

Wang Jun said that the theme of this year's China clothing forum is "building brand strength", that is, we hope to see that Chinese brands are more and more capable in such an environment, and the external environment can enable enterprises to compete in the market from product competition.

As a fundamental core issue, the brand also needs various efforts in the fashion industry.

4., tap the subconscious to satisfy the needs of consumers.

Many clothing brands have problems in brand strategy.

Brand communication is a kind of personalized cultural connotation, which needs to satisfy consumers' desire and psychological needs.

For Japan, the Japanese brand Muji has made the brand the best. It achieves a kind of integration with the consumer's spiritual beliefs.

Therefore, enterprises need to tap the consumers' subconscious and deeply meet their inner requirements.

Brand is conquering rather than being passively accepted by consumers.

This is also a common problem of many domestic clothing brands.