China'S Garment Industry Must Be Pformed And Upgraded So As To Improve Its Sustainable Development Ability.

According to the data released by the National Bureau of statistics, 1-10 months, our country

Cap and needle

The consumption of goods increased by 17.9% over the same period last year, and the growth rate fluctuated downward in a single month.

According to the data released by the China clothing association, sales growth of 14328 garment enterprises above Designated Size dropped by about 3 percentage points in the 1-9 months, lower than the average level in the past two years, and the profit rate dropped from 6% at the beginning of the year to 5.09%.

The loss of garment enterprises above designated size has reached 16.32%, and the average loss has increased by 47.75% over the same period last year.

Garment export situation is grim

The textile and garment industry has always been one of the main forces of China's foreign trade export.

Since China's accession to the WTO, the export of textiles and garments has increased from US $53 billion 200 million in 2001 to US $247 billion 889 million in 2011.

In 2011, China's textile and garment exports accounted for 13.1% of the total export volume.

However, due to the weakening of international market demand, the export of garment industry in China has been negative for 13 consecutive months. The sales profit of enterprises has been reduced, the deficit has expanded and the amount of losses has increased.

This year, the export situation of clothing and the profitability of enterprises are still not optimistic.

How to change the way of development, achieve brand upgrading and enhance competitiveness in the international market has become a top priority for China's apparel industry to reverse export decline.

Further pformation and upgrading, constantly integrating industrial resources, improving marketing channels, taking the road of brand competition, and improving the overall competitiveness of the industry are the long-term solutions for the development of the garment industry.

The severe export situation has made enterprises continuously open up the domestic market by innovating marketing methods and improving service capabilities.

Domestic sales will continue to play a primary supporting role in the development of the garment industry.

As we all know, Chinese clothing has a relatively complete industrial chain, a large number of skilled workers and more advanced production equipment, but in the international market, we still lack a strong "fist product", that is, high-end brands with high popularity and influence.

At present, China's clothing brands are mainly concentrated in the middle and low end, and the soft power needed to support the development of high-end brands is not strong.

The characteristics of the system are not perfect, characteristic is not prominent, homogeneous competition is obvious, and sustainable development ability is poor.

This is also the internal factor for the weakening of China's garment industry export this year.

Transformation and upgrading is a pressing matter of the moment.

Wang Tiankai, President of the China Federation of textile industry, said recently that China's clothing industry is facing more complicated foreign trade situation under the influence of the global complex economic situation. The growth of the international market demand will still be weak, and the shortage of demand, competition pressure and trade friction will be more prominent.

In addition, in the short run, it is difficult for garment enterprises to improve their production costs and raise financing difficulties.

This tight external environment will undoubtedly form a market forced mechanism for garment enterprises, and the pformation and upgrading of industries will be imminent.

The pformation and upgrading of garment industry is not only reflected in the brand positioning and competitive strategy of industrial clusters, but also in the means of industrial marketing.

First of all, brand positioning should be pformed into high-end.

According to the data of China clothing association, the top garment market accounts for about 10% of the current domestic apparel market, about 60% of middle and high grade and middle gear, and about 30% of low-grade clothing.

In the field of high-end clothing market, about 2/3 is occupied by international brands, and the top women's wear area is dominated by international brands.

For domestic garment enterprises, the development of guiding industry to high-end market will help improve our added value of garment products and achieve industrial upgrading.

Second, the competition strategy of enterprises should turn from price competition to value competition.

At present, the apparel industry has entered the era of service driven. The competition of enterprises is not only price, but also gradually turning to value competition centered on service.

Therefore, we should accelerate the shift from a product centric manufacturing enterprise to a customer centered service oriented enterprise, so as to fully satisfy the customer's spiritual needs, extend the product value chain, create service brand and promote brand upgrading.

Thirdly, we should actively use the means of "emerging social media" to realize the pformation and upgrading of marketing means.

According to the industry data, in this year's Taobao Tmall's "double eleven" activities, clothing brand enterprises account for more than 70% of the enterprises whose turnover is over ten million.

However, at present, the role of e-commerce in the export of China's garment industry is far less than that of domestic sales.

Many famous international clothing brands have convenient, fast and perfect global network marketing services, which is worth learning from the Chinese apparel industry.

From the practice in recent years, the huge promotion of e-commerce to the clothing industry sales is obvious. The new social media, as the latest communication channel from consumers, is quietly pforming it into a brand supporter. In the future, it will probably lead to more new marketing channels for the global competition of the traditional clothing industry.

Brand upgrading needs to tap local culture

Throughout the world

Famous brands in the market, such as Chanel, Louis Weedon and Versace in Italy, all come from deep cultural accumulation and artistic accumulation. They generally have a long history, clear positioning and excellent service.

Obviously, if there is a lack of continuous innovation in R & D design, enterprise products will not be able to stay ahead of the competition in the market, and the lack of loud and well known clothing brands will make it impossible for the Chinese garment industry to occupy a place in the world market.

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Culture is the foundation of brand design, and culture is also the guarantee of brand spirit and brand upgrade.

The key to brand upgrading is the excavation and application of cultural connotations.

At present, the biggest obstacle to the brand establishment of China's garment industry lies in the absence of the right to speak in international fashion.

The root cause is that China's clothing industry lacks the excavation of local culture.

Miao Hongbing, vice president of China clothing association, pointed out that China's extensive and profound cultural tradition is the cultural base of our clothing brand. The Chinese culture, which is constantly innovating, accumulating and depositing, will become the gene and core of Chinese clothing brand, and will eventually create a brand value with lasting vitality in the process of inheritance.

In addition, the excavation and application of cultural connotation should not only be reflected in the design of clothing products, but also in the display and marketing of products.

Since we are facing the global market, it is not enough to add only Chinese elements to the upgrading of brands.

Chinese clothing needs to add foreign cultural elements on the basis of efforts to bring advanced design and manufacturing concepts abroad, to innovate in modern fashion language, to boldly step onto the stage of world fashion, and to sublime global recognition of Oriental beauty, thus enhancing the international fashion discourse power.

China's clothing industry is an important part of "made in China".

The upgrading of China's garment industry will not only enhance China's national image, but also boost exports and domestic market.

Despite China

There is a long way to go for pformation and upgrading, but the prospects can be expected.