Brand Customization Of Clothing Industry Under Market Segmentation After The War In Southeast Asia Is Expected To Become A Breakthrough

　　 Market segmentation Lower clothing Industry brand customization may become a breakthrough

With the development of social economy and the change of market demand, the seemingly saturated clothing market, in addition to men's clothing, women's clothing, children's clothing, and elderly clothing, is also emerging as an unfamiliar professional clothing market. Some insiders pointed out through analysis that although the share of customized professional clothing in the clothing industry is relatively small, the whole industry is facing a continuous "shuffle", and the market space for customized clothing is still large.

In Li Ning, Anta, etc Brand clothing When enterprises are confronted with high inventory and other problems, some garment manufacturers begin to explore ways to avoid high inventory, tight capital chain and other problems from the direction of customization. Xiong Xiaokun, a researcher in light industry of CIC Consulting, told our reporter that market segmentation, customized production and other methods can not only meet the differentiated needs of consumers, but also help enterprises to find market opportunities and develop marketing strategies with a clear aim, which will be one of the ways for the clothing industry to get out of the difficulties in the future.

Recently, the reporter visited the listed enterprises specializing in the customized production of professional clothing. The exploration of the general manager, deputy general manager and other industry insiders in the clothing industry may provide a new idea for the market.

Reporter: How to position professional clothes in the increasingly competitive clothing industry? How large is its market space and scale?

General Manager: First of all, the range of professional clothes is very wide. Business suits can also be called professional clothes, and military clothes can also be called professional clothes. Industries with uniform national dress, such as industry and commerce, tax, procuratorate, court, and railway, are also the exclusive professional dress of each industry. At present, the clothing association roughly calculates that the market size of professional clothing is between 300 billion yuan and 500 billion yuan.

Reporter: As a manufacturer of customized professional clothes, will Nike, Li Ning and other brands face high inventory and other problems? How to avoid it?

General Manager: There are high inventories in the industry, but most of them are B2C models. We are different from them. We are order based production. We make these things for big customers according to how many people you have and who they are. Then we tailor them according to their names. They are packed one by one shoes They are all matched with the army clothes It is the same and belongs to directional production.

Deputy General Manager: Now many B2C enterprises are also turning to B2B. As far as I know, some brand enterprises are also turning. We are changing to our customized market. Why? The problem just mentioned is that the inventory is large and the turnover cannot be started.

Reporter: In the fierce market competition, how to meet the individual demand and batch production To achieve balance?

General Manager: Different customers and industries have different requirements for professional clothes. We provide customized one-on-one services according to the requirements of the enterprise. When the enterprise requests, we design according to the requirements, from style, color, matching to fabric design, and let the enterprise see whether it is appropriate after design, or our design will be considered in advance, and we will design products for you after understanding the basic situation of customers.

Reporter: Adidas, Vanke and other garment manufacturers will choose to relocate their production lines to Southeast Asia to reduce costs. Do you have any plans?

Deputy General Manager: Last year, this phenomenon was very obvious. The clothing industry was impacted overseas due to the rising prices of raw materials and labor costs. They were unwilling to do it in China, and there was a trend and signs of transfer to Southeast Asia and other places. However, some foreign high-end products are still made in China, because Southeast Asia and India cannot make high-level products, and their product quality still cannot meet the requirements.

At present, under the circumstances of market changes, domestic garment enterprises, including ourselves, are also gradually seeking transformation and upgrading. But it cannot be absolutely understood that we will not set up factories in Southeast Asia. If necessary, there may be some circulation, supporting processing and OEM. As for when to do it, we can only say that it is possible, depending on whether it is necessary for future development.

Reporter: In terms of customized production of professional clothes, how is the export situation?

General Manager: Now the export situation is very bad, which is very bad for our enterprise. We have pressure in this regard. The proportion of exports only accounts for 10% - 15% of the enterprise. Of course, we mainly aim at the domestic market, and there will be some abroad The market, such as military supplies and civilian goods, is still under pressure.

?