Cantonese Clothing Has Slowed Down Under All Kinds Of Pressures.

Prices of raw materials, labor costs and channel costs have risen.

Companies are facing a surge of voice, while clothing prices have risen, but profits are falling.

Hang Pai women's wear has not been reduced for many years. Fujian Style Men's clothing is coming from behind, especially the Min faction sports brand has become the first tier of the national sports brand without controversy. They are constantly attacking the city. By contrast, Guangdong's local brands in the market have only a few Gloria, brother, lady's house, Paci Doug, JEANSWEST and so on.

Once the clothing industry "big brother" behind, the government and enterprises are aware of this problem, and is changing.

The industrial structure will shift from low value-added general processing to high value-added research and marketing, which may be the only way to realize the garment industry from "Guangdong manufacturing" to "Guangdong creation".

However, there is also a "route dispute" in the pformation and upgrading of Cantonese garments, such as Gloria, which takes design as the leading brand, based on the first line brand, and goes into the ranks of light luxury. The other is playing the "absolute brand" to seize the market at a low price and high quality.

In fact, in order to win the hearts of consumers, there are more than one road, but not overnight.

White war

In the recent fashion week in Guangdong, many local fashion brands in Guangdong have been unveiled. By the fashion week, new products of autumn and winter have been released. Gloria's global discovery tour, Yi Xing's personalized clothing and models, JEANSWEST's costume design competition attracted many businessmen and fashion personages.

All brands are contending with each other and want to burn a fire in the winter of the clothing industry.

At the London Olympic Games closed recently, when the world's attention was focused on higher, faster and stronger competitive sports, in the clothing industry, there was also a war without referees without grading.

According to incomplete statistics, Olympic athletes from all over the world, including 21 countries and regions, have appeared in the arena of "gowns" made by 8 Chinese enterprises in Fujian.

In the short 16 days of the Olympic Games, Anta, 361 degrees, XTEP, PEAK, Hongxing Erke and other private enterprises in Fujian have made moves, and staged an Olympic brand marketing war without gunpowder.

Industry experts say that after the London Olympics, Fujian enterprises represented by Anta will officially enter the first tier of domestic sports brands, and are also at the forefront.

In addition to sportswear brand, men's clothing brand is also controlled by Fujian Legion. Seven men's brand, seven wolves, Li Lang, nine herd king, and powerful men's brands from Fujian are rising rapidly in a few years.

No matter in the CCTV and other media exposure rate, or by the industry's third party statistics market share, the popularity of Minban men's clothing has overshadowed the famous men's clothing of Zhejiang Province, such as Shan Shan, YOUNGOR, and the wedding birds.

On the other hand, in the most competitive field of women's clothing, Akimizu Ito, Jiangnan Buyi, red sleeves, and other women's clothing brands still occupy the market leading position. Although Guangdong women's clothing has also posed a serious threat to them in recent years, it has not shaken the position of half the sky of Hangzhou women's clothing.

According to the analysis of the industry, compared to Guangdong, especially Shenzhen women's clothing, the main competitive advantage lies in its high technology content.

They realized the real high technology level of products by using high-grade fabrics, high technology requirements and high level of production methods.

They not only have a large number of skilled workers from Jiangsu and Zhejiang provinces, but also have access to advanced technology, management and equipment in Hong Kong and Taiwan.

Nevertheless, there is still a long way to go for women's wear in Guangdong to exceed Hangzhou women's wear.

Famous brand is the guide of tide.

However, Cantonese garment enterprises are not as bad as people everywhere.

Under the pressure of low profit and high storage, enterprises still break through tight encirclement and grow steadily.

Over the past 10 years, under the background of rapid economic development, Chinese people have become more affluent not only in material terms, but also in terms of how to spend money.

Nowadays, consumers choose clothes not only for consideration of quality, style and price, but also for consideration of brand connotation and enterprise culture.

Consumers no longer pursue simple and inexpensive products. Instead, they are increasingly looking for quality products, especially those imported from abroad.

The purchasing power of Chinese consumers has been increasing. In the eyes of many foreign businessmen, China is changing from the world factory to a big consumer of all kinds of foreign brands and even luxury brands.

And there is obvious disconnection between the industry chain.

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Nowadays, the current situation of garment industry is saturated with domestic demand and fierce competition. Domestic brands need to face up to the pressure of foreign brands to seize the market and consumers to be sensible.

The brand needs to be experienced, the brand is boiled out, the brand is not the rapid expansion one night appears.

Guangdong's local clothing brand Gloria is an outstanding representative of women's clothing brand.

Gloria was born in 1995. The brand's founding enterprise is Guangzhou Ge Feng Clothing Co., Ltd. (hereinafter referred to as "Ge Feng dress"). Currently, it has three registered brands, Gloria, "Ge Feng" and "Orange oranges".

Its flagship brand Gloria takes the inspiration of "universal discovery", and the brand first creates the concept of travel culture and flower shop culture.

The reporter learned from GE Feng clothing that Gloria, a 28 year old woman, is a core customer, targeting 20-35 year old high-end high-end consumer women, especially from various aspects such as technology and edition to enhance the consumer's wear experience.

Gloria has been committed to working with the international elite team, from behind the scenes planning team from Japan, France and China's Hongkong and Taiwan masters. Each season, they go to different countries and live in real estate to shoot the brand image. The footprints have gone through 26 sites on five continents, and they have found and felt 26 different regional cultures, so as to get creative inspiration from them.

An excellent brand is not only to make quality products, but also to convey a kind of life attitude and idea to people and convey a unique cultural connotation to consumers through products.

Ten years ago, Gloria was springing up everywhere in the two or three cities of the north, fashionable and affordable. It was popular among college students and young white-collar workers.

So far, Gloria has more than 500 stores in the country, and has opened many Gloria brand stores in Europe, the Middle East and Southeast Asia, and has set up a brand image shop in Taobao online.

Nowadays, the pricing of Gloria products is not acceptable to ordinary college students, but more white-collar workers have become consumers of Gloria brand culture.

Gloria has been on the road of light luxury.

It is reported that the next Gloria team will also go to Europe, walking in the five fashion capital of Paris.

During the fashion week in Guangdong, the fashion announcement of Yi Xun was very personal. The audience said in micro-blog: "the model is too personal and shakes to tears."

In July 2007, Wang Dan, a 20 year old girl from Hubei, opened a 60 square meter clothing store in Huangshi Road, Huangshi, Hubei. She always used the brand character of "personality and fashion" to be known as Yi Xun, which was more eye-catching in the surrounding shops. The style was lively and passionate, and it was popular in Huangshi fashion fashion for a short time.

Next, it was out of control. In July 2008, it opened the two store of Yi Xun, expanded it to 170 square meters in September 2009, opened the three store in December 2009, and opened a flagship store with a retail sales volume of more than 4 million yuan in December 2009 on the labor road of the core business district in Huangshi, forming a four store mode of one city, achieving 8 million yuan annual sales target.

This is just a story of Yi Xun brand moving to the whole country.

There are many dealers like Wang Dan, who make this seemingly small niche brand go to the public.

Another breakthrough of "Min card"

When it comes to JEANSWEST, many young people are not strangers, but it is different from people in different ages.

JEANSWEST was once a luxury in the eyes of 70. It was a brand name garment in the eyes of the 80's. In the eyes of the 90's, JEANSWEST was just a good quality product for its own casual wear.

Is JEANSWEST going downhill? Over the years, why JEANSWEST is getting lower grades? Actually, this is just Yang's strategy. JEANSWEST is taking the initiative to "pull down" the customers' grades, and is "voluntarily giving up" based on the market.

This strategy is derived from the "28 law" proposed by Italy economist baredo. It extends to the market of Chinese clothing (000902, stock bar), and becomes the 28 law of Chinese wardrobe. "Opening the wardrobe, most of the people have one or two relatively fashionable clothes, but 80% are usually very comfortable and natural clothes."

The strategic pformation of JEANSWEST in 2002 is aimed at these 80% casual clothes.

Moreover, JEANSWEST also sees a consumer psychology of the public, that is, the pursuit of simplicity and natural relaxation.

Continuing to guide the trend is out of season, so JEANSWEST decisively led the retreat and steadily followed up, and began to "popularized the name brand".

"When we first entered the Chinese market in 1993, many people did not understand what the concept of leisure is. For such a new thing, we should bring it in, of course, with the trend of" leading the trend ".

Along with people's understanding of leisure brands, people who follow the trend are getting more and more. "Leading trend" is a minority after all, because if we want to lead the trend, we must have economic strength.

Most people are the ones who keep up with the trend.

Yang Xun, President of JEANSWEST, said, "our brand should be bigger and wider. If we still stay on the" leading trend ", it is unrealistic and will lose a lot of market.

So we decided to pull the clientele down and locate the "follow the trend" family.

For those customers who are leading the trend, we use another brand to maintain it.

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At present, people feel that in addition to "clothes are not backward, keep up with the trend", there is "value for money".

Among the major leisure brands, JEANSWEST's T-shirt retail price was initially reduced to a lower cost limit of 30 yuan per piece, thanks to its strong management system and excellent cost control.

"Sometimes customers feel that the price of JEANSWEST can be set higher, which is the embodiment of our value for money."

Yang Xun said with pride.

Yang Xun's "citizen card" strategy is somewhat different, but the effect is remarkable.

At present, JEANSWEST has more than more than 2000 stores in the country, building nests in more regional markets or entering new markets, gaining a firm foothold, forming a large scale and grabbing a certain market share.

Li Jihai, executive vice president of Guangzhou Fashion Designers Association, pointed out that under the influence of the financial crisis, the decline in clothing sales and the increase in inventories are inevitable, especially in the first tier cities and overseas markets.

Li Jihai believes that the two or three tier cities in China are less affected by the crisis.

Many brands see the potential energy of the two or three tier cities in China.

JEANSWEST has seized the lead in the two or three tier cities.

According to Li Zhongan, deputy general manager of JEANSWEST, the fastest growth of regional performance in recent years is in Xinjiang.

They have entered the Xinjiang market for six years, and have grown substantially every year.

According to the introduction, JEANSWEST's turnover reached 1 billion 830 million yuan last year. The plan is doubled in four or five years and 10 billion yuan in 10 to 15 years.

"Two hundred million of the US population has a brand. Its turnover has exceeded $10 billion 3 years ago.

And we have 1 billion 300 million people in China and a developing market. We have such a huge capacity. "

Yang Xun is very confident.

Shenzhen women's wear expands

Wang Zhuo, Deputy Secretary General of China clothing association, once sighed, "China's clothing industry has many world first, processing capacity is the first, production capacity is the first, export volume is the first, export volume is the first, so many of the first ones can not get a shopping mall counter with their location?"

In order to seize the market, the major clothing brands have been stationed in the first tier cities, and the rent has risen fiercely.

In recent years, the rents of high-end retail outlets in Beijing and Guangzhou are even more alarming.

The average annual rental growth of Guangzhou's core gold business area is double digits, and the annual growth rate in hot areas is more than 15%.

Despite the rising rents of high-end shopping malls, there is no way to block the pace of big brands opening new cabinets. The rents of shopping malls have become an opportunity for international brands to expand their markets and squeeze out domestic brands.

Shenzhen's clothing brand has found a shortcut.

Today, Shenzhen chain stores have more than 3000 new stores in the country, and the total number of stores in the country is over 4.

Many department stores have gradually become the mainstream businesses in other cities. For example, Tianhong has become a leading department store in Dongguan, Xiamen, Nanchang, Fuzhou and other places. Maui department stores have become leading department stores in Chengdu, Chongqing, Qinhuangdao, Zibo and other places through self construction and acquisition.

With the strong expansion of Shenzhen department store as a retail terminal and the breakthrough of business mode, many Shenzhen clothing brands join hands to the whole country.

Maui department store official said, in Maui department store Chongqing store, there are more than 150 brands from Shenzhen, including Lady house, Ma Tiannu and so on.

And Maui department stores in other cities, Shenzhen clothing brand is also one of the most important components.

At present, the women's clothing brand in Shenzhen occupies half of the national shopping malls. The output of women's clothing industry in Shenzhen is more than 130 billion yuan, with more than 3200 clothing enterprises and more than 800 private brands. The brand has spread to more than 100 major cities in the country, and the main commercial channels in the more than 100 cities are 60%. The chain store in Shenzhen has played a huge role in promoting.

At present, a large number of well-known fashion women's brands in Shenzhen, such as "Ma Fei Er", "Li Fang Fang", "Ma Tian Ni", "love special love", "Ernie", "card Dun ton", "Valentine", "Song Si Si", "singer", "shadow", "Jesse", "Providence" and "Kong Lan show", are popular in many cities.

At present, regardless of the unprecedented acceleration of the brand adjustment efforts of the department stores, or the participation of new trade real estate in the resources of excellent clothing brands, all department stores are increasingly feeling that they must better join hands with a number of excellent clothing brands in the country and pursue a win-win situation in order to gain more profits.

As a matter of fact, many department stores have already realized that although the operation of the international brand is conducive to improving the brand image, the profit margins are limited.

To really bring overall profits to department stores, we still have to rely on a number of excellent local brands, especially women's clothing brands.

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The clothing industry in Shenzhen has grown from the traditional industries of processing, labor intensive and low value-added to the "three high one low" fashion industry, that is, high added value, selling a set of clothes with gross profit margin of more than 80%, profit rate and tax contribution rate exceeding that of car sales, high quality talents, great demand for professionals in computer, graphics, design, marketing and so on, attracting many college students, including famous university students and overseas talents. In recent years, the annual sales revenue of brand clothing enterprises in Shenzhen has increased at a rate of 30%~50%.

Mass Phil's development is the epitome of Shenzhen's clothing brand enterprises.

It has earned a small sum of 6 yuan in processing fees from producing a shirt in the past. After 17 years of brand building, it has become the high-end brand of Chinese women's clothing. The change is bigger than people's imagination.

Production and processing are almost all of the enterprise in the past. Today, manufacturing products are only a tiny part, and the production cost accounts for only 1/30 of the product price.

Nowadays, the profit of a brand shirt exported is equivalent to 50 pieces of the same year, and the tax revenue raised by enterprises is increasing by more than 30% annually.

How to make use of local department stores' opportunities to expand the territory to expand the territory, continue to be bigger and stronger, and maintain a sense of freshness for consumers, has become a problem that many Shenzhen women's wear brands need to think about.

Guangdong garment enterprises lack of stamina

The reporter learned from the Guangdong clothing association that in 2011, the clothing enterprises in Guangdong above Designated Size had finished 5 billion 980 million garments production, accounting for 23.52% of the total national total, and increased 4.44% compared with the same period in 2010.

Guangdong still maintained the status of the largest producer of clothing in the country, but the growth rate slowed down significantly. The year-on-year growth rate dropped by nearly 16 percentage points, 3.7 percentage points lower than the national average growth rate.

And last November, knitted apparel began to show negative growth.

In 2011, Guangdong's export clothing and accessories $314.34, an increase of 13.59% over the same period, an increase of 4.75 percentage points lower than the national total.

Data unrelentlessly listed the fact that Guangdong's garment industry is weak.

Freezing is not a cold day.

Combing the history of the development of Guangdong's clothing industry, we can see a clue.

As early as more than 2000 years ago, Guangdong was already a port for China's foreign trade. In the Tang Dynasty, the Sea Silk Road "Guangzhou Tonghai Yi Road" was built.

At the beginning of the reform and opening up, due to the adjustment of the industrial structure in the world, especially in Hongkong, China, a large number of garment processing enterprises were pferred to the mainland of China. Guangdong actively introduced advanced technology, advanced equipment and advanced experience with the geographical advantages of neighboring Hong Kong and Macao, and the garment industry maintained a relatively high growth rate.

Over the years, the total production volume and total export volume ranked first in the country and became a well deserved clothing Province in China.

At present, Guangdong has more than 30 thousand garment enterprises, more than 3000 above the scale, and the products cover more than ten categories such as shirts, Western-style clothes, evening gowns, children's clothing and so on. At the same time, there are many obvious industrial clusters of Humen women's wear, Xintang cowboys, Shaxi casual wear and so on.

It can be said that in the first round of expansion of China's garment industry, Guangdong's clothing capacity accounted for the absolute advantage. At the beginning of the brand stage, Guangdong was also in the leading position.

But slowly, Guangdong's regional predominance is gradually losing.

Guangdong clothing enterprises are mainly concentrated in the processing and manufacturing links. The phenomenon of homogenization competition is prominent, the level of industrial technology and equipment is uneven, the overall average level is relatively behind that of Jiangsu and Zhejiang counterparts, and the average profit of industrial enterprises is only 3%-5%.

This directly leads enterprises to resist risks and resist fluctuations.

Nowadays, the land resources in Guangdong are reduced, and the labor costs are rising rapidly. In the central and Eastern Europe, Southeast Asia and other countries, with the cheaper labor force and the geographical advantages close to the main consumer market, Guangdong's clothing export has become a strong competitive pressure.

"Clothing enterprises will continue to be difficult in the second half of the year."

Ding Ning, vice president of Guangdong apparel and apparel industry association, said that some of the garment factories in the Pearl River Delta region have moved to Southeast Asia, and there is a trend of gradual expansion.

Now the average wages of the workers in the Pearl River Delta region are 2500 yuan to 3000 yuan / month / person, while in Kampuchea and other places, the wages of workers are between 80 and 110 yuan (500~700 yuan), less than half of the domestic level.

At the same time, in the tide of domestic business pformation, various domestic garment enterprises are seeking upgrading. New business models such as network sales and brand chain emerge one after another. Some leading enterprises in other regions have begun to practice business models, while the business models of Guangdong garment enterprises are few and far behind.

All these factors have led to the gradual development of Guangdong's garment industry in recent years. "In the stage of famous brands in clothing enterprises, Guangdong has lagged behind. In the past few years, the apparel enterprises entered the peak period of capital market and Guangdong was lagging behind. As early as five or six years ago, other regions in mainland China continued to launch the listing boom, and many clothing brands achieved large-scale and leaping development through listing financing. However, due to various reasons, the modern capital management consciousness of Guangdong garment enterprises was relatively weak, and the breakthrough of domestic A shares was achieved only in 2010, and capital operation started relatively late.

In the recent conference on pformation and upgrading of garment industry in Guangdong Province, the government and the industry have reached a consensus that the next 3-5 years will be a good opportunity for enterprises to list. Guangdong garment enterprises must seize the opportunity to catch up with their advantages later.

Fortunately, from the government to enterprises, all sectors of society are making efforts to promote the pformation of the garment industry.

In the just concluded Guangdong

In the middle of the week, the first scientific and technological achievements exhibition of pformation and upgrading of garment industry in Guangdong was set up for the first time, which focused on displaying the scientific and technological achievements that can boost industrial pformation and upgrading. The exhibition covers international sophisticated clothing machinery, application of information technology at home and abroad, German sales terminal interactive display windows, digital garment customization, personalized personalization customization, and so on.