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Development Of Textile And Garment Enterprises: Channel Transformation In The New Economic Era

2013/6/18 9:24:00 118

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Garment Industry Textile Industry Channel Pformation

according to Statistics Bureau, in 2012, the total industrial output value of enterprises in China was 37 thousand yuan above a target= "_blank" href= "http://www.91se91.com/" > textile < /a > 57810 billion yuan, an increase of 12.3% over the same period last year.

But textile a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > exports increased by only 3.3%, a record low in recent years.

Under the current economic situation at home and abroad, there are two major factors for the development of textile enterprises, especially small and medium-sized textile enterprises. First, the domestic cotton price and the international cotton price difference caused by the domestic cotton purchase and storage policy are too large, leading to the decline in export competitiveness of enterprises. Two, the banking system tightens the financing policy of the textile industry, resulting in financing difficulties for enterprises.

Faced with such a situation, the textile and garment industry needs to respond positively, and the practice of internal strength has become a common understanding, and channel construction is particularly important in practicing internal strength.

the change of industrial environment /p >

"the year of last year is not easy."

In this year's economic performance of the textile industry in 2012 and the 2013 development trend conference, Wang Tiankai, President of the China Textile Industry Federation, said so.

2012, the economic growth rate of the textile industry slowed down and the international market was in a doldrums.

From 1 to November, the total import volume of textiles and clothing in the United States and the European Union decreased by 0.9% and 5% respectively compared with that of the domestic export enterprises.

A number of professional associations in the industry have reported that clothing enterprises are still going to inventory, and the overall lack of momentum and driving force for the textile industry. Most garment exporters reflect that there are few new orders in hand.

In addition, the Research Report of China Textile Corporation pointed out that domestic and foreign cotton prices continued to widen and were affected by domestic management policies. By the end of 2012, domestic cotton prices had significantly increased in the international market, which seriously affected the competitiveness of the cotton textile industry chain.

From 1 to November, the export volume of China's cotton yarn decreased by 8.9% compared with the same period last year, while the import volume increased by 56.1%.

Affected by this, China's textile industry accounted for a decline in international market share in 2012. The proportion of imports from the 1 to November in the European Union and Japan maintained a high level of 73.2% and 40.1%, but decreased by 1.8 and 1.1 percentage points respectively over the same period last year.

in the face of changes in the international and domestic economic environment, we have clearly realized that the "12th Five-Year" period is an important adjustment period for China's economic and social development. We will no longer continue the rapid growth of China's economy in the past 30 years.

The "12th Five-Year" period is a pitional period for the entire economic and social pformation. In this pitional period, the speed of economic development will be a medium speed or a sub high speed.

The speed indicator is 7%-8%.

When China's national economy GDP develops at 7%, the speed of industrial development can not be less than 11%.

Now that the proportion of the third industry is bigger, so long as there is more than 11% development speed, it can basically support the development speed of the national economy 7%-7.5%.

The growth rate of textile 12.3% is a relatively rational development speed.

pformation of textile and clothing should be completed from the "individual competition" to "system competition".

It is no longer the market competition faced by a single enterprise, but the problem of supply chain playing a comprehensive role in the supply chain, the synergy innovation mechanism and the market mechanism.

Secondly, the advantages of the system also need to be changed from "closed" to "open". It is necessary to rely on the strength of the enterprises in the past, to integrate the social resources with the open mind and form the resultant force of integrated innovation.

From paying attention to the development of tangible products to paying attention to intangible marketing and management innovation and business mode innovation.

in the outline of building textile power (2011-2020 years) issued by China Textile Industry Federation, these development proposals are embodied in technology, brand, talent and sustainable development.

This is the next step of the textile development strategy.

Turning technology advantage into endogenous driving force, taking talent advantage as an important resource support force for industry growth, building consumer centripetal force of brand advantage, and the future competitiveness of sustainable development advantage.

In the whole system competition, channel construction is an important part.

the change of garment industry channel is approaching

recently, at the Eighth China retail conference summit, Wang Yao, vice president of China business association and director of China National Business Information Center, made a report on the interpretation of the development of China's top 100 retailers.

Unlike the previous ones, the top 100 retailers ranked the first time online retailers. The data show that the sales of the 8 online retailers have contributed 49.6% to the sales growth of the top 100 companies.

According to statistics released by P and China National Business Information Center, sales of top 100 enterprises in China reached 2 trillion and 378 billion 650 million yuan in 2012, an increase of 20.2% over the same period last year. The growth rate slowed down by 0.7 percentage points compared with 2011.

Wang Yao, director of the China National Business Information Center, said that since 2012, the development of China's economy, consumer goods market and retail industry has undergone more obvious changes.

First, the economic slowdown and downward trend are obvious; two, the rapid growth of online shopping and the further influence on the physical stores; three, the consumption of public funds and shopping cards has declined significantly under the policy of "three consumption" and the "eight regulations" of the central government.

Affected by these factors, the sales growth of China's large retail enterprises has declined sharply.

"One of the highlights of retail sales in 2012 is online sales."

Wang Yao said that the retail top 100 joined the online retailer for the first time.

This time, there are 8 online retail businesses, namely Tmall, Jingdong mall, Tencent B2C, Amazon China, Dangdang, vip.com, 1 store, and customer service.

The total sales volume of the above 8 online retail enterprises is 345 billion 960 million yuan, accounting for 14.5% of the total 100 enterprises.

The average growth rate of online sales is 134.1%, which is 113.9% higher than the overall sales growth of 100 enterprises.

Among them, Tmall ranked second in the top 100, with a sales scale of 210 billion yuan, which was 20 billion yuan lower than that of the "champion" Suning.

"if the 8 online retailers are not included in the top 100 companies, the sales volume of the top 100 retailers in 2012 will be only 11%, up 9.9 percentage points from 2011, or even lower than the growth rate during the financial crisis in 2009.

Wang Yao said.

Wang Yao pointed out that online sales, especially the mobile Internet, will become the trend of development in the future. The gap between online commodity prices and physical commodity prices will gradually narrow.

However, online retailing will not rely solely on low price competition, but more on attracting shopping by providing convenience, time saving and goods richness.

the 100 strong report released by the China Federation of commerce also shows that foreign retail influence is decreasing in 2012.

In 2012, a total of 22 foreign-funded enterprises entered the top 100 enterprises, with a total sales volume of 408 billion 950 million yuan, accounting for 17.2% of total sales volume, 2.4 percentage points lower than that in 2011, and 22 foreign-funded retail enterprises with an average single store sales of 129 million yuan, down 9.1% compared with 2011.

after analyzing many data, we have come to the conclusion that channel reform has arrived.

We also clearly understand that channel change is often accompanied by changes in consumer demand. In the late 2000, after 80 years of consumption began to become mainstream consumer groups, consumers began to pay more attention to the brand itself, and began to enter the value of brand value.

Up to now, China's "post-80s" generation has about two hundred and eighty million potential consumers. The consumption ability and consumption desire of this generation are quite different from those of the past 60 and 70. They are quietly changing our consumption environment.

"Like" is becoming an increasingly important consumption impulse of the "after 80"; consumption is the main purpose of their making money; cheap benefits are no longer favored, while the "80 generation" group, which has grown up with the Internet, has become the main force of online consumption.

It is also because of this change in consumer habits, e-commerce has become a fast growing channel.

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traditional < a href= > http://sjfzxm.com/news/index_c.asp > channel < /a > go along with new channel /p >

channel construction has always been a key link for garment enterprises or operators to attach great importance to.

With the development of the apparel industry today, whoever has the advantage of channel can win the market as soon as possible.

However, traditional marketing modes, such as joining and self running, have gradually lost their advantages in the market competition.

These operation modes can not break through many problems, such as high operating cost, poor information, and unable to reach a highly unified brand image, which restrict the development of enterprises.

Under such circumstances, many garment enterprises or operators are thinking about finding a more suitable channel construction mode for the market and enterprises to fulfill the mission of developing and expanding their enterprises.

but even so, traditional channels still occupy the main position of garment enterprises' channel construction. The famous clothing expert Yang Da Yun, speaking of traditional channels and electric providers, said: "IT has not survived for 20 years, but the traditional retail clothing brand of 100 years is plenty.

Technological renewal can not be carried out in the development of an enterprise, but brand innovation and continuity can be measured by time.

He said that traditional enterprises should not be intimidated by online channels, and the growth and development of every enterprise must have its essence.

If you do it online very well, it will not be particularly bad on the Internet.

In the future, e-commerce and traditional channels will coexist.

he said that the traditional channels must change in the future to develop with the development of the times. First of all, in the future, we should think about how to make use of the mobile Internet, how to make use of big data and how to make use of cloud computing technology.

Second, the pressure of channel change on many enterprises is the operating cost, such as the per capita labor cost. The average annual growth rate is more than 12%. Store rents, especially the critical area rents, are growing at a rate of more than 30% per year.

The two growth rates add up to more than 40%, while many enterprises increase annual turnover by more than 20%, which is the reason for the slow development of enterprises.

He also said that these two costs have three coping styles in enterprises. First, the channel should be flat, and the profits should be managed by terminal channels. After flatting, the supply chain should be improved, and the pushing mode should be changed into a pull mode.

Second, increase the contribution rate of channels and improve the supply chain of enterprises.

No matter how fast the Internet and new theories develop, enterprises choose these technologies at different stages of development to improve their leading ability.

Many enterprises are traditional marketing modes. After developing, the order will be very large. The competition in futures market will be fierce and the dealers' state of operation will be high.

This mode is easy to form a larger inventory at the end. An enterprise will ultimately fight to meet the needs of consumers. Whether the styles that consumers need can produce the shortest and lowest cost is the fundamental reason for smooth channels.

for the traditional channels, the number of shops in the second tier cities is gradually saturated and the market dividends are brought by urbanization. The three or four line cities are becoming the blue ocean of the expansion of the traditional large scale retail enterprises.

The study found that the total disposable income of the 234 line urban residents is about 7 times that of the first tier cities; the development of e-commerce in the second tier cities is more mature, while the three or four line market is still dominated by traditional retail, and the traditional channel of retail trade has become the inevitable stage of further development.

There are great differences between foreign giants and local enterprises in developing their respective channels.

The "supermarket + department store" created by domestic retail channel enterprises, including the shopping mall of 30 thousand -5 square meters, including supermarkets, department stores, catering and electrical appliances, basically meets the needs of small city customer groups.

The unified mode, unified standard and centralized centralized procurement system that foreign capital enterprises have repeatedly adhered to are "anti localization", resulting in the supply chain can not touch small cities.

At the same time, local retailers should have certain qualifications and abilities to survive when facing the expansion of national chain enterprises.

Local retail enterprises should develop the best local attributes and special models, establish some unique local supply chain manufacturers, import some local brand food chain system, and build strategic alliance partners to separate the national chain system.

"P" as a brand in the industry, in the new economic era, the connotation of the brand is also changing, the distinction of the whole industry brand is still two categories, manufacturing and terminal consumption.

As brand value innovation, in fact, we can use three points to describe: first, homing.

Quality and quality are still the foundation.

Second, dislocation.

It's about differential competition.

Third, superordinate.

It is how to enhance the recognition from the recognition to the reputation.

As a brand, it is not the expression of product price, but should be a manifestation of consumption value.

The choice of channels depends on which channels match the needs of the brand.

Therefore, traditional channels and new channels will become the choice of brand channels in their own different situations.