Home >

Exploring New Ideas For The Development Of The Clothing Industry, Dialogue With Secretary General Wang Zhuo Of China Apparel Association

2013/1/25 11:57:00 26

??? 日本語 Fran?ais English 中文

Apparel Industry China Apparel Association Clothing Prices

wear beautiful, also need to wear the actual benefit .
 - Dialogue China "a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > Secretary General Wang Zhuo /p >
Chinese New Year is coming soon. New Year's new a target= "_blank" href= "http://www.91se91.com/" > dress < /a > is the traditional custom of Chinese people in the new year. P With the development of garment industry, the color and style of clothes for people to choose are becoming more and more abundant. However, at the same time, the problems of high circulation costs, rising prices and the lack of domestic brands are still prominent in the clothing industry. How can clothing production and sales meet the needs of the people and make people wear beautiful clothes at the same time, reducing the cost and wearing the benefits? This reporter is exclusive to Wang Zhuo, Secretary General of the China clothing association. 
 price is promoted by production and circulation 
 from manufacturers to shopping malls, they need to go through different levels of agents. Every link should be increased at different rates .
 wear benefits, not only need to optimize the management of enterprises, but also reduce the circulation cost 
When p came to work, Xie Yong, who worked in a public institution in Beijing, began to make big purchases at the end of the year. In his purchase list, clothing has taken the lead. 
 Xie Yong's hometown is a county town in Sichuan. He said that in the old shopping arcade, there is no real line a target= "_blank" href= "http://www.91se91.com/" > brand clothing "/a". Some clothing brands that have never been seen in the mall may be more expensive than the famous ones. "Among the colleagues and friends around, there are not a few people who buy clothes from Beijing for home." 
 reporter: in recent years, people can choose more and more clothes, but the cost of dressing is also increasing. In the two or three line shopping malls, clothes are often more than 1000 yuan. What do you think of it? 
 Wang Zhuo: clothing sales prices are rising steadily. Part of the reason comes from the promotion of raw material costs and processing costs. As we all know, the cost of raw materials, energy, labor and other factors has increased rapidly, and garment factory prices have increased accordingly. In addition, the cost of labor, shop rent, water and electricity in the sales process is also rising. As a result, it is not difficult to understand that the price of clothing sales reflected in the terminal market is not difficult to understand. 
 clothing from factory production to shopping malls, need to go through layers of agents, each link must increase the price in different ranges. Therefore, the more remote and remote areas, the more links, the higher the price increases, and some clothing is also more expensive than the first tier cities in the two or three tier cities. On the other hand, there are many problems in department stores, such as high rate of deduction, long account period, promotion cost spanfer and various commercial hidden rules, which also raise the price of clothing sales. 
 reporter: how to further reduce the cost of dressing and let the people wear the benefits? /p >
 Wang Zhuo: to reduce the cost of dressing, in the final analysis, is to let the price of clothing drop and fall. Specifically, not only is it necessary for enterprises to further optimize management and reduce costs, but also to reduce circulation and reduce circulation costs. 
 there is a big difference in the rate of sale of different brands of clothing in terminal sales, which is determined by brand positioning, channel mode and other factors. 
 generally speaking, the increase rate of international first-line brand is higher, and the rate of increase of domestic ordinary brands is lower. But in any case, optimizing circulation and reducing circulation costs will bring instant results to reduce the price of clothing, and the people will also get substantial benefits. 
 reducing the circulation cost, the general plan of "reducing circulation cost and improving circulation efficiency" issued by the general office of the State Council recently proposed that measures should be taken to clean up and clean up large retail enterprises, to charge suppliers violating fees, and to formulate regulations on fair trading management of retailers and suppliers. These measures will help reduce the circulation cost of garment industry. 
 at the same time, garment manufacturers actively seek new channels of circulation, such as e-commerce channels. China's < a target= "_blank" href= "http://www.91se91.com/ > > textile > /a > e-commerce application survey of clothing circulation shows that in 2011, the total e-commerce spanactions in the national textile and garment industry amounted to about 1 trillion and 400 billion yuan, accounting for 23% of the total e-commerce spanactions in the country. We can change the consumption habits of more and more people buying clothes online, and feel the quietly changing clothing sales experience. With the increasing popularity of online shopping, it will benefit more people and reduce the cost of dressing. 
 production and demand have not yet been seamlessly butted 
 clothing inventory partially unreasonable growth 
 leading demand can better meet the demand 
In the winter of 2012, the domestic clothing industry was also suffering from cold spell. Lining and other domestic clothing enterprises were repeatedly exposed to the pressure of high storage pressure crisis. According to the 2012 annual report of China sporting goods industry, the total inventory of six major domestic sports brands such as Lining, Anta, XTEP, XTEP and PEAK reached 3 billion 721 million yuan in 2012, an increase of 22 million yuan compared with the end of last year. 
 discount, buy gift, time limit rush to buy... Under the pressure of inventory, a variety of promotional activities swept away from the sports brand, leisure a target= "_blank" href= "http://www.91se91.com/" > dress < /a > to all clothing areas of brand men and women, and the discount strength was significantly higher than in previous years. 
 reporter: Recently, some media reported that China's clothing industry was in a stock crisis, and thought that "the national clothing enterprise stock is enough for the Chinese people to wear for 3 years". Did China's clothing industry really suffer from "inventory crisis"? 
 Wang Zhuo: inventory is the industry characteristics of clothing as a seasonal end product in the process of operation. Clothing is a fast moving consumer goods, with strong seasonality and rapid change, and the need for inventory is relatively high. On the other hand, the export market is sluggish, the domestic market consumption is weak, and some clothing brand stocks have increased, which will not have a big impact on the production and operation of these brands. 
 National Bureau of statistics data show that China's clothing industry above Designated Size Enterprises in the first three quarters of 2012 finished product inventory of 256 billion 966 million yuan. According to the China Apparel Association, in 2011, China's clothing sales amounted to 1 trillion and 400 billion yuan, and it was expected to reach 1 trillion and 700 billion yuan in 2012. From this point of view, "the national clothing enterprise stock is enough for the Chinese people to wear for 3 years", the lack of correct understanding of the clothing industry is not true. 
 besides, since this year, the number and area of the clothing companies listed in Semir, YOUNGOR, search special, Bosideng and other garments have increased and expanded in varying degrees. New stores and new expanded areas need more stockings accordingly. Take YOUNGOR as an example. At present, there are 2600 clothing sales outlets, 1 billion 700 million yuan in clothing inventory, but the stock is not high in proportion. 
 reporter: what is the inventory structure of the clothing industry? Some clothing enterprises have unreasonable stock growth. What are your suggestions for effective digestion of inventory? /p >
 Wang Zhuo: a brand clothing enterprise is a clothing enterprise that operates its own market through its own brand through self operation, agency and franchising. Its inventory composition generally includes three situations: first, the spare parts, the unsalable goods and the defective products in the finished goods warehouse, and the spare raw materials and raw materials in the raw materials storehouse, and the two is the inventory in the channel, including the stock of the direct store and the dealer's stock; three, the stock in spanit, that is, the stock in the logistics section. 
 among them, unmarketable, defective products and surplus raw materials are the unreasonable stocks that need to be dealt with. It can be seen that the category of inventory contained in the financial reports of clothing listed companies is obviously broader, not merely referring to the "backlog and unsalable products" of the general concept. That is to say, according to the inventory data in the clothing listed companies' earnings, all of them are "backlog and unsalable products", which are not in line with the characteristics of the garment industry, nor are they scientific. 
 can not be ignored, the clothing industry inventory does appear some unreasonable growth, mainly because of the enterprise's market forecast information and the actual situation does not match, cause sales volume lower than expected and lead to inventory increase; under the pressure of the capital market, some clothing brands have the pursuit of speed, the shop and production speed has been greatly improved, but sales growth has not kept up, resulting in increased inventory; some enterprises' logistics management level, information management level and so on are also not perfect, to a certain extent, resulting in slower market reaction, resulting in backlog. 
 at present, garment enterprises are actively assimilation, such as product planning, pricing control and other means to regulate production procurement and sales order size, improve market forecasting ability; through online online sales, start discount stores, and increase sales promotion efforts; strengthen internal management, improve information control, terminal sales capabilities, effective allocation of goods, etc. 
"P" leads the demand to better satisfy the demand. In order to fundamentally eliminate inventory, we should strengthen research and grasp the pulse of the clothing market. At present, some enterprises have begun to try the high-end service mode such as clothing customization and so on, paying more attention to personalized demand. This will be the future development direction of enterprises. {page_break} 
 .
 clothing quality and creativity decide success or failure 
 industry is entering the spanition period of adjustment and spanformation after the rapid growth, /p >
 enterprises should study the connotation of people's pursuit of high quality life: /p >
Mr. P has run a garment factory in Wenzhou, Zhejiang. A few years ago, his business was flourishing, clothing exports to Europe and the United States, orders have never been cut off. 
 but in the past two years, Mr. Chang obviously felt that life was not so good. No increase in wages can not keep people. After raising wages, it is more difficult. It is originally a small profit enterprise, and export orders have also fallen sharply. "Immediately after the new year, the staff went home on holiday, and the factory had to stop working." Mr. Chang is full of worries. 
 reporter: in recent years, domestic labor costs, resource and environmental costs have been increasing, which brings challenges to the garment industry. What is the future trend of the garment industry? 
 Wang Zhuo: after nearly 30 years of rapid growth, China's clothing industry is entering a spanitional period of adjustment and spanformation. .
At present, the export growth of China's garment industry is facing greater pressure, but domestic demand plays a more supporting role in clothing growth. P As the cost of labor, environmental resources and other factors will continue to rise, the difficulty of financing and financing will still be difficult to solve. The cost of financing will remain high. Enterprises will pay greater cost in energy saving and emission reduction. 
 China's garment industry is facing an important spanformation from winning the development of quantity to winning by product quality and product creativity, winning by business mode innovation and winning by management advantage. 
 reporter: how does the garment industry build a new competitive advantage and meet the needs of more consumers? /p >
 Wang Zhuo: the top priority of garment enterprises is to accurately grasp the new requirements of the spanformation of the garment industry development mode, the new requirements of the garment industry upgrading and upgrading, and the new requirements of establishing the modern garment industry system, and enhance the added value of the industry. 
 we should change from service driven to value creating enterprises. We should not only study the change of consumer demand, but also study the connotation of the expectation of high quality life, learn to adapt to the diversification of the market, take product as the center, innovate the business mode while building the innovative brand system, and create an enterprise and service brand with full service chain and whole process service. 
 we must emphasize the orientation of enterprises based on division of labor and cooperation. Reexamine the development direction and core competitive advantage of the enterprise, use the latest scientific and technological achievements in the process of production, and strive to improve the production level of the enterprise and the status in the global clothing value chain. 
 to build an international standard industrial chain. Relying on internationalization, brand new supply chain system is designed and optimized, and informatization is used as a means to enhance the management and operation level of industrial resources optimization allocation. Pay attention to the integration and innovation of the upstream and downstream industry chain, and create a brand new, modern and competitive industrial chain. 
 brand building should be driven by cultural creativity. Cultural connotation plays a key role in the process of brand upgrading. The clothing industry drives the brand construction with cultural creativity, establishes the brand culture spirit and the cultural value, can realize the market tidal current fluctuation guidance, grasps the market initiative. 
 only through joint efforts and continuous innovation can we fully stimulate the endogenous driving force of the garment industry, build new advantages of our own brand of clothing industry, new advantages of science and technology, new advantages of talents and new advantages of sustainable development, so as to meet the new expectations of the masses of people for a higher material and cultural life.