The Future Trend Of Garment Industry In Xia Hua

2012 pair

It's a bitter year.

Increasingly high inventory and declining sales have plagued almost every company.

Over the past year, sports clothing enterprises such as Lining and Anta have delivered a bleak semi quarterly report, PEAK has closed thousands of stores, and the stock of casual wear enterprises has continued to rise. The stock of nine herdswear has reached nearly 800 million, and the inventory of card slave road has increased by one hundred million.

What is the clothing industry going through and where it will go? Xia Hua, chairman of the Beijing based group, called the process "consumer revolution" and expressed cautious optimism about the future.

Xia Hua believes that in the economic downturn, consumers' pocketbooks are tighter, which makes enterprises even dare to raise prices and pfer costs even if they bear the pressure of increasing costs. This is a situation that the industry has never experienced before:

"In the past, our pricing system has a price change curve based on the cost of raw materials and the cost of labor," he said.

But over the past two years, consumers have become more and more sensitive to price. Therefore, the pricing system of enterprises is very cautious, and can not be fully priced in accordance with the trend of cost, according to the average consumption power of society, so this time the profit margins must be small.

The consumption revolution forced enterprises to adapt themselves to pformation.

Xia Hua believes that this year is a special opportunity for many brands and enterprises, because the difficult situation of the industry is not due to the macro causes such as the financial crisis in 2008, but rather by the change in consumer behavior that consumers choose to take. This process will force enterprises to adapt to consumers' pformation.

"We can clearly see that everyone around you is improving the quality of life.

You will find that no matter how often you change your clothes or how much you care about it, I feel that all of them are improving.

When people pursue the pursuit of life, they believe that this is the gospel of consumer goods, because they are more concerned and more demanding. The difference between a good company and a bad one is who can hold the feeling of consumers.

Then, how should enterprises seize the feeling of consumers and realize their pformation?

At the operator level, entrepreneurs need to change their perspective and mentality, change the "hero" tradition in the past enterprise development, and allow themselves to look at the problem of the outside world; at the enterprise level, we should gradually grasp the ability to create patterns, tell stories to form the brand influence ability, and the ability of enterprises to cultivate talents.

When it comes to the Li Ning Co that caused widespread doubt this year because of its low performance, Xia Hua believes that this is not a single event of an enterprise:

"Almost all sports brands in China are now facing a difficult situation.

I think this is the Chinese enterprise and the real ADI, Nike International Business Contest in the process of overestimating their ability.

Especially from the beginning of the Chinese Olympic Games, the speed of sports brand expansion is very large, but he has no very good estimate of the market.

Xia also added that many enterprises hope to achieve rapid growth as ZARA does. However, without the accumulation of the above supply chain and cost management system over the past few years, it will only be faced with problems in the future.

I hope the government can take a look at us and make policy again.

Xia Hua said that at the meeting of the NDRC, it was hoped that the government could lighten the burden of enterprises on taxation, and at the same time give preferential policies to the government.

In the past few years, Chinese enterprises have been under heavy tax pressure, especially small and medium-sized enterprises.

Why not think about this problem?

It's not just a tax point.

In particular, the development of enterprises, regional policy is not balanced, I think the tax policy can be considered at least from the perspective of the development and growth of most Chinese enterprises, and can have a relative balance.

In terms of policy preferences, Xia Hua said he felt like a leader in the helm of a leading enterprise.

"The government has always said that Chinese enterprises should" go out ".

Yi Wen has done a lot of work in "going out", but we find that no policy of going out is not right for you.

We all clearly encourage independent brands and expand their influence.

It is the final discovery or the policy. "

Therefore, Xia Hua further explained that there are not many policies and precise docking. Only in this way can detonation force be formed: "the real expectation of enterprises is that the government can take a look at us and make policies again."