China'S Garment Industry Needs Strategic Transformation

Data show that about 50% of the US market is clothing The products are "Made in China". It was once thought that if China did not make clothes, Americans would have no clothes to wear. Such an idea is simply unthinkable. China does not do it, Vietnam, India, Malaysia and Kampuchea.

In the apparel industry chain, the recognized profit distribution structure is: Design accounts for 40%, marketing accounts for 50%, and production accounts for 10%. That is to say, design and marketing are at the high end of the industrial chain, production and processing are at the low end of the industrial chain, and the high-end people living in the industrial chain control the industrial chain.

High end may not be easy to do, but any industry is never short of low-end chains.

To make clothes, the key is not to make clothes, but to know what clothes should be made and who to sell them to.

Lately, Metersbonwe The inventory problems arise, so that people inside and outside the industry will pay more attention. Chinese garment enterprises suffer from "growing pains". It is time for China's clothing industry to clarify its position.

RMB appreciation and labor cost increase year by year, making the cheap advantage made in China fade away. Not only European and American enterprises began to transfer to Southeast Asian industries, but Chinese garment enterprises have also tried to move manufacturing business to Southeast Asian countries.

Obviously, China's garment industry needs strategic transformation and needs to be molded from the industrial chain to the industrial chain. China's clothing brand needs to change and needs sublimation.

The above is about the positioning of China's clothing industry in the global industrial chain. Besides, the positioning of clothing brands is also very important.

According to a survey, 69% of Chinese small and medium garment enterprises with annual sales less than 500 million yuan have no basic brand positioning, and 86% of the enterprises do not have a complete brand plan. It can be seen that most garment enterprises do not really "grow up" like other dominant industries.

In recent times, a new theory has attracted attention: M society.

　　 In the face of China's "M" type of consumption structure, how should China's clothing enterprises locate?

Marketing expert Al Ries It is considered that "M" consumption structure is very common in many industries and countries. Therefore, for a clothing brand, the first thing to decide is whether to become a high-end brand or a low-end brand. Nor is the high-end market better than the low-end market, which depends entirely on competition. If the high-end market is competitive, then the low end market is a better choice. WAL-MART, for example, has become the world's largest retailer by focusing on the low-end market.

To solve the problem of "positioning" in category, this is also the most important issue. Is your brand the leader of the category or the second brand? Or even worse? The best position is to occupy the leading position for a long time.

If your brand is the first brand in a single category, it can enter other categories. Just like Nike has developed considerable clothing business on the basis of its successful sports shoe business. If your brand is not the leader in the category, a better strategy is to narrow the focus and focus on the niche market that gives the brand the most chance to occupy the leading position.

In the big shopping malls of major cities in China, there are many top brands in addition to the top brands everywhere. There are also many low-priced brands of ZARA and H&M from the overseas. They have distinct concepts and unique styles.

This means that China's clothing industry is suffering from a full range of extrusion: when we export large quantities of unbranded clothing or make brand clothing to earn a small profit, people are taking advantage of the brand with personality and various "stories" to occupy the huge market of China and win high profits.

The international clothing brand, whether it is a diversified brand, or a small product such as bra, Chinese consumers can accurately tell their characteristics and have a clear projection in their hearts. However, most Chinese brands are rather vague and difficult to remember.

　　 What is the most lacking in Chinese clothing?

"Soft power! Our comprehensive hard power is not bad. The core of value creation is soft power, that is, brand value. Chen Dapeng, executive vice president of the China clothing association, said, "what support does it rely on? The most important thing is culture, and culture depends on historical accumulation."

Most Chinese clothing enterprises also have their own brands, but the brand positioning is not clear enough. Although they have celebrity endorsements, there are large ads that are set up outside, and they are advertised in all kinds of print media, but most brands do not add value to the products, which is not much different from that without brands. More importantly, these enterprises run low and medium products, but have not found the most suitable business model for such products. Browse professional newspapers or websites, in the dense investment advertising, there are many "annual investment" brand, also belong to this column.

"Fashion industry needs time to accumulate, and brand needs cultural accumulation." Miao Hongbing, chairman of Beijing white collar Fashion Co. Ltd., said that foreign high-end brands had at least eighty or ninety years of history, and the concept of fashion in Chinese clothing industry was less than 20 years ago. So there must be many problems in brands and so on. The core problem is that the brand lacks value support. "China's clothing brand has not yet formed the root value support, and the core of supporting value is unique brand culture, which wins the respect in people's hearts, which is the most important symbol of brand value."

Brand positioning is broad, not professional and lacks depth. Homogenization is a serious problem for Chinese clothing brands. In the realm of brand operation, the gap between us and world-class brands is very obvious. For example, Louis Weedon's exhibition of artistic tours in National Museum is a way of promotion. It is no longer standing in the perspective of a brand, but standing on the top of the fashion industry to make a brand trip. China's clothing brands dare not spend so much money doing such things, and more still want to spend money on major events. But high-end brands need long-term investment and need comprehensive strength to support them.

As Shen Yingqin said, Jordan has been through more than ten years of entrepreneurial road, decided to force on the men's brand image, for himself is also a difficult decision. For enterprises, persistence will become a habit.

He said: "Apple insists on innovation and achievement of hegemony, and Armani sticks to its design and achieves excellence." "Joe ton", the elder of the clothing industry in Wenzhou, has been sticking to his beliefs, making industry, making fine products and making brands. In the last two years of the "cold market", Joe Jordan has repeatedly invested heavily in technological transformation, internal management and brand upgrading to show its determination again.

In Shen Yingqin's eyes, the strategic upgrading of joton brand depends on the determination of the general direction of "upgrading the clothing industry, implementing the brand upgrading and promoting the listing of joint-stock companies". The brand positioning of "respect yourself and care for your family" is reshaped. This includes the brand new definition and design of brand image, the diversification and stylized positioning of product mix, and the insistence on the idea that "brand businesses are products and quality services".

Shen Yingqin made a detailed layout for Jordan's future planning. All the brand designers and craftsmen came from Italy. As Jordan's chief designer, chief craftsman, Italy designer Anthony (Antonio) and craftsman Frank (Franco) had the same idea with Shen Ying Qin. They expected to see every product as a work of art.

In fact, from the early days of the company's establishment, Jordan had spared no effort in investing in products and spent a lot of money on the purchase of world-class suit making equipment. Over the past two years, we have invested nearly 100 million yuan in continuous technological transformation, fine process flow, and improved production lines. In the men's army of Wenzhou, like Jordan's men's wear, the brand promotion strategy and the two pioneering brand are very few, and who will act first and who will benefit from it.

Positioning is not high and low, as long as suitable for themselves. The vitality of a brand has nothing to do with "high-end, low-end", not that low-end products will not be competitive.

Some popular and low price clothing brands have also become well-known brands, and have a sound system and bright prospects. The problems of these brands are not in the "low end", but in the weak building of brand building and competitiveness, and there is no driving force for further development.