The Core Competitiveness Of Garment Industry Lies In Innovation.

China

The "turning point" has arrived. The situation of different enterprises is quite different.

On the one hand, the overall sales growth of the department stores in the first half of the year is slowing down, the market competition is intensified, and domestic demand needs to be further boosted. On the other hand, China has become the largest country of luxury consumption, and the high-end consumer goods will continue to grow rapidly. The clothing enterprises are getting capital appreciation and the valuation is high.

The turning point of China's clothing industry is the set of interaction of multiple industrial elements in the value chain. It is also the renewal or pformation of the garment industry on the basis of the industry accumulated over the past 30 years. The trend and result derived from it must be reconstructed and regenerated at a higher level in China's garment industry.

In the face of the uncertain internal and external industrial environment, how to understand the evolution trend of the industry and build a new "inflection point of thinking" is particularly important and urgent for the entrepreneurs in the clothing industry.

"Bigger" is not as good as "doing fine or doing specialization".

With the sharp fluctuations in raw material prices and labor shortages, cheap manufacturing has come to an end and the apparel industry has entered a high cost era.

In the past, it was no longer a good way to solve all problems by increasing production capacity and expanding distribution channels. If we were careless, the disadvantages of "big but not strong" enterprises would appear and fall into the quagmire of "increasing profits without increasing profits" and "high inventory".

With the growing maturity of consumption concept, there are more subdivision areas under the huge market demand. There are not only the subdivision of traditional men's clothing, women's wear, sportswear, sportswear, but also specialized development for a single field, such as golf clothing, baby products, outdoor products, animation products, etc., and even PRADA will also sell the "crossover" phenomenon of mobile phones in brand clothing. This kind of "doing fine and doing specialties" is realized on the basis of deeply understanding the needs and changes of specific consumer groups, meeting the needs of individual consumption and adapting to diversified markets, not only selling products, but also selling fashion.

And culture, its brand premium will naturally be high.

Competitiveness lies in innovation.

In just 30 years, China has become the largest producer and consumer of clothing, and has already had considerable competitive strength.

However, almost all domestic brands have grown up under the shadow of international brands, more or less have traces of imitation, and some even directly from Italy, France and so on. To a certain extent, imitation is the only way for development, not only in the clothing industry, but also in other areas such as high technology, Internet and so on.

In the era of high speed and extensive development, this imitation is effective and fast, and entering the new era of quality survival and brand growth, it is hard to blindly imitate the model.

On the face of it, the operation mode and mode of brand clothing are much the same, but they are roughly alike, but the details are quite different, even difficult to copy and imitate. This has also led to fierce competition in the market, but this competition is different from other fields. It is not a completely exclusive competition. There is a condition of symbiosis and even win. Even if competitors lose, they will not bring much opportunities to their growth. To a large extent, this competition is self competition.

So, build the core

The key lies in the ability of innovation, whether we can grasp the trend change, whether we can better meet the needs of consumers, and whether we can better convey cultural connotations.

This innovation does not mean the number of trademarks and patents, the key lies in the mode optimization and efficiency improvement, and can continuously enhance the brand premium capability and product added value. In some ways, it can be called "micro innovation".

Domestic enterprises have more opportunities and advantages in terms of consumer demand, brand culture and channel expansion.