The Market Environment Is Becoming Increasingly Tight. How Does China'S Clothing Brand "Great Leap Forward"?

Now, the increasingly tight market environment is a severe test of China.

The problems of Chinese fashion brands in the development of the "great leap forward" pattern are also gradually exposed.

The view that "2012 is more difficult than 2008" was also questioned by many people at the end of last year, and now this prediction seems to be increasingly becoming reality.

In the face of a series of factors, such as shrinking international market, slowing domestic market and increasing the cost of production factors, the efficiency of Chinese garment enterprises has declined and the profit margins have been further reduced.

In recent years, under the concept of "channel is king", in order to control the terminal, domestic

Efforts have been made to expand channels and continuously increase the number and size of outlets.

However, the expansion of such high-speed channels is short-lived.

The continued downward global economy and rising comprehensive costs have led to poor sales and brand clothing.

Backlog is serious, performance is declining, and enterprises are under the pressure of capital turnover.

Since 2011, there has been a steady stream of "shop closes", of which Lining has reached 952 stores in the first half of this year.

In August 20th, Daphne laid off 300 people on a large scale. Among them, the three leaders of the electricity supplier department were also dismissed. The company interpreted it as "adjusting the organizational structure to meet the challenges ahead."

In the face of complex and changeable environment, some enterprises have developed conservative subjectivism and pessimism. They believe that they must rely on government policy support to get out of difficulties.

However, experience tells us that policy support is temporary and that business is the main body of development.

The future road is at our own feet. We cannot and can not cross the "crutches" of policy. We can only rely on our own efforts to find new ways and new ways to striding across the development.

Of course, leaping development is not to abandon the manufacturing industry, but from low-cost competition to differential competition, from the comparative advantage of labor force to the core technology support competition, from technology catching up type, technology import type to technological innovation and independent innovation.

More importantly, when considering the direction of development, enterprises must avoid going with the stream. Instead, they must identify their own survival advantages, assess the situation and formulate strategies for development, so as to adapt themselves to the changeable future.

In fact, the more developed the society, the more detailed the division of labor is. The essence of enterprise development is to make the division of labor that we engage in to be precise, meticulous and excellent.

"Aspirations" choose to integrate the textile supply chain, so that enterprises in the chain can work closely together, share risks and share interests. In addition to pursuing their own interests, they shoulder the responsibility of improving the overall competitiveness and profitability of the supply chain, thereby enhancing their overall competitiveness; CHENFENG group still sticks to the goal of "being the most competitive sewing factory in the world" at the time of industry brand frenzy, and has won a large number of orders of international high-end brands; "according to its own manpower, financial resources and time, decide the scale of development, never let the company take the overload development" strategy to help JEANSWEST survive the "big test" of the industry; the long-term study of cashmere fashion makes Liu Fang, the design director of Paris, have the opportunity to debut in Paris fashion week. "

This is the victory of persistence. This is the victory of innovation, and the victory of reconstructing new advantages.

Like the morning light, they illuminate the way of the industry and become an example of the industry.

Looking forward to the future, we are full of confidence.

We believe that when the economy recovers, we will be able to get out of the trough faster. We believe that a wave of sand and a stronger will be stronger.