Review The Current Situation And Development Strategy Of Chinese Clothing Brands

China clothing Current situation of the industry

1. The overall development is unbalanced. Although China is the world's largest apparel consumer and the world's largest apparel producer, the overall development of China's apparel industry is very uneven. The products produced by southeast coastal provinces such as Guangdong, Jiangsu, Zhejiang, Shandong, Fujian and Shanghai account for more than 80% of the market share in China. The clothing industry in the central and western regions is still very backward.

The competition among garment enterprises also remains at a relatively low level, mainly in terms of price, style and other aspects. The vast majority of garment enterprises' product sales are still dominated by the wholesale market. In recent years, although the brand awareness of clothing enterprises has been constantly strengthened, there are only a limited number of Chinese well-known trademarks in the Chinese clothing industry, and there is still a lack of international clothing brands in the true sense, which mainly compete with international brands through low-cost advantages.

The most mature and slightly internationally competitive clothing brands in China's clothing industry are men's clothing brands, down jackets and casual wear. Their brand strength is strong, and their scale and competitiveness are in the forefront of the clothing industry. However, the market of fashionable women's wear, children's wear, pajamas, etc. is relatively immature, and strong leading brands are still lacking.

2. Increasing inventory pressure. Wu Shuguang, assistant general manager of Qingdao Jifa Clothing Sales Co., Ltd., said: If all Chinese clothing enterprises stop production now, Chinese people need not worry about not having clothes. Now all the stocks of enterprises add up to enough to sell on the market for two years.

When garment enterprises become larger, it is often accompanied by a sharp increase in warehouse costs. The sales of enterprises have multiplied several times, but the cash in the accounts has not increased much. No wonder many bosses say that they have gone to the warehouse to earn money after a year's hard work. Due to the obvious seasonality of clothing and the increasing speed of clothing product updating, inventory problem has become one of the most headache problems for clothing enterprises.

Don't deal with it. The overstock will only lead to more depreciation or even worthless inventory. Let's sell at a low price. For one thing, products that are out of season are not necessarily wanted. For another, selling at a low price is a big blow to the brand image that has been built up hard, and it is easy for consumers to doubt the price system of products.

3. Lack of independent design style. Clothing design is a common weakness of Chinese clothing enterprises. China's fashion design level is far behind the international level, and China has not yet produced a fashion designer with world influence. Many enterprises still mainly copy, which is difficult to form their own product style.

For one thing, domestic garment enterprises lack a perfect training mechanism for designers, while many talented designers are more accustomed to creating their own brands or opening design studios, rather than playing their talents in enterprises, which makes it difficult for China's garment design level to rise to a new level, and even Chinese designers can not be seen at the international mainstream fashion week.

4. Lack of professional talents in the industry. Those who have gone deep into the clothing industry will clearly realize that the overall talent team of the clothing industry is very poor. Whether from production management or design, marketing, advertising, etc. Because the clothing industry is mostly private enterprises, many of them start from mom and pop stores, and the color of family businesses is often strong.

Many enterprises simply cannot provide a broad stage for talents, so they cannot attract talents to join, and even if they join, they cannot retain talents. Talents are like the soul of an enterprise. In an age of knowledge-based economy based on people, the lack of professionals has a huge impact on the development of the clothing industry.

5. Imperfect industrial chain. Everyone knows that fabric is the key to clothing products, but domestic fabric suppliers at the upstream of the industrial chain are still far away from foreign fabric manufacturers. The fabric R&D capacity is insufficient, and most high-quality fabrics still rely on imports, which also directly restricts the improvement of the entire industry level.

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The Development Path of China's Clothing Industry

1. The clothing industry needs hard support. The enterprise's own efforts also need the support of the government. In order to promote the development of small and medium-sized enterprises, many developed countries have small and medium-sized enterprise departments, especially the small enterprise department, which plays a huge role in supporting, helping and promoting small enterprises in a country. Small and medium-sized enterprises in many developed countries support the development of national economy.

It can be seen that the government has increased policy support, improved the incentive policy for well-known brands, and established brand The cultivation and guidance funds are used to implement the brand development plan and the top ten brand projects. Gather all kinds of resources to gather in brand enterprises, promote land, capital, labor, technology, information and other factors to favor key brand enterprises, brand industries and brand cluster areas, support qualified well-known brand products and services to enter the government procurement directory first, support and guide key cultivated landmark products and leading enterprises to enter the capital market first, Make it bigger and stronger quickly. All these have pointed out the direction for the development of the clothing industry.

From the perspective of the current situation of China's clothing industry, the country should increase its efforts to give explicit, affirmative, and even one size fits all hard support to small and medium-sized enterprises, so that they can have a better living space. In addition, this part of the benefits granted by the state can be fully used by SMEs in employee welfare. At present, the Labor Law needs to be fully implemented, but many enterprises cannot, because the profits of enterprises are very small, the state should support enterprises in tax and other aspects.

The insiders of the clothing industry said that the rise of staff costs has brought about the rise of raw material costs, which has brought 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 the present, the operating rate of most garment processing plants is 60% to 70%, which is based on the development of various policies and incentives, such as reimbursement of tickets and incentives for family members.

Inadequate operating rate has a great impact on products in autumn and winter as well as those coming into the market in spring and summer. The government's decision should enable enterprises to constantly see hope in the process of development, and must be put in a very important position to think. Wang Zhuo, secretary-general of the China National Garment Association, said in an interview with reporters, "For economic development, the core sector, its vitality, vitality and passion are very important. From this perspective, it does not matter to think about the rise of raw materials, labor shortages, and labor costs. These enterprises still have passion to do, to move closer to world-class."

2. Make the brand have a sense of value and influence. In order to find a road suitable for the development of the clothing industry, building a self owned brand is also the key part of this process. When talking about the brand development of China's clothing industry, Xia Hua, chairman of Yiwen Enterprise Group, said that China's clothing industry should regard brands as beliefs, and capital, money and profit are processes. Let the brand have a sense of value and influence, so that Chinese brands will have hope.

The international brand Chanel, no matter how expensive the raw materials are, will increase by 25% every year, which is a belief brought to consumers. The Chinese clothing industry must have faith support on the brand road, and the future goal is to make the brand have real core value, so that the price and cost do not have direct dialogue.

Experts believe that the product is only a part of the brand construction, and the important thing is marketing and design. Chinese brands have passed the standard in terms of products, but only half of them have gone in terms of design. "The core competitiveness of Chinese brands must be their design ability.

This design power and innovation power are not only products, but also the logo and details of brands, every process of enterprise operation and every link of sales. The brand is not simply designed in a certain link, but the whole process and whole design process. People who make brands hope that their brands will be respected by consumers as soon as they think of them, which is really our belief.

3. Brand contribution rate is the fundamental issue for the development of China's clothing industry. Brand contribution rate is the fundamental issue of the development of China's clothing industry. At this stage, our clothing brand industry should move from product competition to market competition and brand competition. Although the Chinese clothing industry has only experienced a short development of more than ten years, it has achieved impressive results.

At present, there is still a lot of work to be done away from the development goals of the industry, away from the market, and even the space that can be displayed globally. People in the industry agree that brand development is a key issue. There are many brands that have done well in China, and brands of various forms have their own exploration and attempts.

"For the development of Chinese clothing brands, we need to find a way to really enter into big market competition and brand competition from the stage of product competition. Brands must have such awareness, and I think they are capable of building." Wang Jun, Secretary General of the China Clothing Forum, said that we should consider development in terms of the country's environmental policies, business environment policies, and the external environment for the development of small and medium-sized enterprises, At the same time, we should learn from advanced countries and markets, so the development of Chinese brands is very promising.

Wang Jun said that the theme of this year's China Garment Forum is "building brand power", which is to see that Chinese brands are becoming more and more capable in such an environment. The external environment enables enterprises to move from product competition to market competition. Brand, as a fundamental core issue, still needs efforts from all aspects in the fashion industry.

4. Tap the subconscious to meet consumer needs. Many clothing brands have problems in brand strategy. Brand communication is a kind of personalized cultural connotation, which needs to meet consumers' desires and psychological needs. Take Japan as an example, the Japanese brand Muji has achieved the ultimate brand, which is in line with consumers' spiritual beliefs. Therefore, enterprises need to tap consumers' subconsciousness to meet their inner requirements. Brand is conquest, not passive acceptance by consumers. This is also a common problem of many domestic clothing brands.