What Is The Pressure On Chinese Clothing?

On the cover of the twenty-first China International Clothing and Accessories Fair (CHIC2013), the background is the famous "discus thrower". He is muscular and athletic, coupled with the theme of 2013.

For such a design, the organizers of China clothing association have their own explanation. If in the past 30 years, the Chinese clothing industry, like a junior high school student, suddenly grows to 1.85 meter, then the junior middle school student can only say fast but no muscle, and the next thing Chinese clothing enterprises should do is not to grow taller, but how to train their muscles.

In this process, garment enterprises need to calm down to tap their own driving force.

China's economic growth has been valued by the outside world since 2008, one of the top performing countries in the financial crisis, and now the second largest economy in the world.

But the external appearance is very bright, but because of the impetuous and rapid expansion of many enterprises, there is a crisis in Chinese clothing, which is one of the industries with many crises.

Just like China

Chen Dapeng, executive vice president of the association, said that during the 30 years of rapid development in China, the garment industry was fluctuating but still stable. But in 2012, it was really at a turning point. In the past, enterprises were talking about pformation and upgrading, but when to turn and how to turn, they had been thinking.

"Now that is the time to change, the conditions, environment and foundation of China's garment industry and market have changed. The whole industry has developed very fast. The expansion of enterprises depends on speed, scale and low cost, and now it is important to enhance endogenous driving force."

Chen Dapeng's words made people think deeply and felt profound.

In fact, in recent two years, there are different opinions and opinions on the topic of poor industry development. As many industry experts have said, by 2012, the trend of industrial development is becoming clearer. Maybe the high cost, the internal and external sales slump, pformation and upgrading, and innovation are all the major concerns of enterprises.

But in the past few years, many enterprises are also accumulating energy, hoping to solve the obstacles of development.

On such a basis, the China clothing association also hopes that the industry can go through the fog and cultivate its internal strength. From the "crossing" in 2012 to the "strength training" in 2013, the China clothing association is extending the help of CHIC to the enterprises.

Pressure one: high cost and low price competition

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It is one of the biggest pressures of China's garment enterprises, and the cost of labor has remained high.

In the 30 years of reform and opening up, the treatment of workers should be improved, and such improvement is also the result of China's economic development.

The bottleneck of the development of garment enterprises is not the improvement of cost, but what the enterprises should do after the cost increases.

Chen Dapeng said labor costs in Europe and America were nearly ten times higher than those in China, but the value created by European and American laborers was 10 times or even tens of times of Chinese products.

"The era of low cost in China should be over. What enterprises need to do is to adjust the mode of production and the way of operation after the cost increases. In the past, they may win by quantity, but the profit brought by mass production is not much. We must change the marketing concept, create individualized brands according to market changes, enhance creativity and innovation, especially ensure continuous innovation."

Since last year, because of the rise in labor costs in China, many foreign brands' production orders have been pferred to Southeast Asian countries. But in Chen Dapeng's eyes, these are low value-added orders, which does not mean that Chinese clothing production has no advantage.

"China's clothing accounts for 1/3 of the world's exports, not only for low cost but also for high value-added products.

The manufacturing advantages of Chinese clothing still exist, and the future direction of the garment industry must be improved.

It will take time for enterprises to enhance their creativity and increase their added value and enhance their endogenous motivation. Obviously, the old era of Chinese clothing, which was developed at a high speed of dozens of times before, has ended.

From the introduction of Chen Dapeng, we can see that this year's export form is not good. From the fourth quarter of last year to May this year, the export volume has been negative growth.

Because of the low price advantage no longer, many export enterprises also gave up the production of low value-added products, and saw the vigorous development of China's domestic market.

But after the experience, many enterprises will find that export to domestic sales is not so easy.

Chen Dapeng said: "more than half of China's clothing exports are supported by quantity. Once such enterprises are converted into domestic sales, a series of factors such as R & D, design, purchasers, suppliers and so on should be reconsidered and the difficulty is great."

Frankly speaking, Chinese garment enterprises still have a long way to go in R & D, but at the same time, they also indicate great potential.

Compared with export enterprises, it will take a lot of money to make domestic enterprises more embarrassed by selling domestic products, and the cooperation between export enterprises and domestic brands is a better way.

"Foreign trade enterprises have good processing ability and certain design ability. If they can cooperate with domestic brand enterprises, they are very good ideas."

As the executive vice president of China clothing association, Chen Dapeng has seen many successful and failed pformation of export-oriented enterprises, so he is not in favor of the pformation of export enterprises as terminal brands.

"Exporting enterprises are pforming brands, losing tens of millions of yuan, but there are not many enterprises that can see no success.

If exports are flat roads, then selling domestic products is more like climbing mountains, which requires good physical fitness, good equipment and scientific methods.

It is obvious that the pformation of foreign trade enterprises is a way of thinking, but it is not the only way of thinking.

Chinese garment manufacturing has entered a new development period. Enterprises should consider the next step according to the thinking of manufacturing brand.

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Pressure three: bazaar bazaar should be fair.

Exporting enterprises have pressure to turn into brands, and domestic brands entering the shopping mall are also under heavy pressure.

Some people say that the price of foreign clothing is much cheaper than that of the same brand in foreign countries, and a large part of the profits have been given to domestic shopping malls.

The bottom button of domestic stores is a huge nightmare for clothing brands.

Over the past two years, the clothing prices in the shopping malls have been rising. The multiplying growth has made many consumers screaming. It is not only buyers but also brands that can not afford to eat more.

A few days ago, when the clothing Times reporter interviewed an marketing director of a clothing brand, she said, "I am not willing to come to the mall to buy clothes now, because I know that a large proportion of such a high price is given to the shopping malls, but the value actually attached to clothes is very small."

In the face of the problem of retaining the lowest points, Chen Dapeng said that this is an old problem, but the same old problems also need to be concerned: "shopping malls should be high priced. This is a problem of the market. If there is a sale, there will be a purchase."

But what we want to emphasize is that the mall should give all brands a fair treatment. "

Chen Dapeng has been emphasizing fairness. "Shopping malls should choose international brands and domestic brands equally."

The state should further standardize the market order, and the shopping mall should not be discriminate because of international brand and domestic brand. This is what the association should call for and the media should appeal.

Reporter's postscript

In the two hours of interview with Chen Dapeng, he has been talking about the current situation of China's clothing industry, talking about the problems of products, talent construction, internal management, mode innovation, terminal format, technological progress and so on, which brings headache to enterprises. And how enterprises should avoid impetuous and blind expansion and turn to internal upgrading, all of which are due to the theme of CHIC2013: "Li Lian" is our word, but I think it is very good, which is in line with the current situation of the garment industry, and is also what the clothing association hopes that the enterprise can do.

When several reporters were about to finish the interview, President Chen said something very deep: "the right way of life is vicissitudes, this time is an important period for the development of the industry. It is an inflection point. I hope that as media, you can make some comments on the impact of entrepreneurial thinking, help the industry practice muscles, and help enterprises improve. This is a very big project, and we will always be committed to it."

With his hands folded, he said, "please," that sincerity and sincerity made the reporters present.