Garment Industry Enters "Critical Period"

Entering the July, Fujian's children's clothing brand has determined that the expansion plan of the original 1000 stores will be reduced to hundreds of homes.

In fact, this year, the "thin" brand clothing enterprises are not few.

The reason is the industry downturn this year.

Since the beginning of this year, the "stock door" and "big shop close" have become the key words in the clothing industry.

Wu Shuguang, assistant general manager of Qingdao Yi Fa clothing and Marketing Co., Ltd., told reporters that if all the Chinese garment enterprises were discontinued, the Chinese would not have to worry about not wearing clothes.

The inventory of all enterprises is now enough to sell for two years on the market.

Clothing industry strategy expert Yang Dayun also said: "because of the economic downturn, many clothing enterprises have high inventory problems, and the brands such as Smith Barney and Lining appeared negative sales growth in China last year. Output is rising while sales are declining.

The state of the United States and Lining is not a special case. It also indicates the end of barbaric growth.

In many industry circles, this year's current situation is more difficult than it was in 2008.

"2008 is mostly external.

The impact of this year's garment industry is much more complicated. "

In the industry, Mr. Wang said that after several years of rapid growth in clothing sales, last year to the end of this year there was a "brakes", which is not only the external economic downturn, but also the reasons for the garment industry itself.

He analyzed that many enterprises mainly copied copies, and lacked perfect designer training mechanism. It was very difficult to form their own product style.

Many talented designers are accustomed to creating their own brands or starting design studios instead of being able to develop their talents in the enterprise, making it difficult for China's clothing design standards to go up to a new level.

Whether in production management, or in design, marketing, advertising and other aspects, the overall talent of the apparel industry is very poor.

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.

The internal and external factors, coupled with the warm winter last year and the late spring chill in spring, made the clothing brand no longer see the flourishing years ago. The garment industry entered the "extraordinary period" and became the consensus of the industry. How to tide over the difficult period has become the top priority of the brand enterprise.

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.

Xia Hua, chairman of Yiwen enterprise group, said that the Chinese clothing industry should regard brand as belief, and capital, money and profit are 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 the enterprise operation, every link of the sale, and so on.

The brand contribution rate is the fundamental problem of the development of China's clothing industry. At the present stage, our clothing brand industry should move from product competition to 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.

Wang Jun, Secretary General of China Fashion Forum, said that in the national environment

The development of business environment policy and the external environment of SME development should be considered. Meanwhile, we should learn from advanced countries and learn from the market, hoping to see that Chinese brands are more and more capable in such an environment.