Under The New Market Situation, Knitting Enterprises Enter The Meager Profit Era.

In 2013, under the new market situation, knitting enterprises entered the era of meager profits. Survival and development became an important topic for an enterprise and even the industry. How to improve the market competitiveness is the key to adjust the period. We strive to comb out various aspects from the different angles of the industry, and summarize the strong signals that quickly adapt to the market demand.

Exhibition Forum

Review:

March 12th, the ninety-fifth China needle cotton trade fair and China clothes Decoration exhibition opens in Shanghai.

In March 12th, Shanghai international popular yarn knitting Exhibition (Spinexpo) was held in Shanghai.

In March, the "2013 China underwear enterprise leaders summit" was held.

On May 10th, the eighth Shenzhen international brand underwear exhibition and 2013 China international underwear culture week curtain.

May 18th, 2013 China? Pu Yuan international wool knitting. clothing Opening of the Expo; 2013 China's high-end forum on knitted apparel.

Comments: in 2013, under the new situation, how to find opportunities for the knitting enterprises in crisis is the survival ability of an enterprise and even the industry. Now the market competition is becoming more intense, enterprises are entering the era of meager profits, and the processing capacity of foreign countries is reduced and domestic sales are weak. The arrival of the ninety-fifth "China Acupuncture Association" undoubtedly provided a platform for the industry to exchange and cooperate with each other. The scale determines the authority and the flow of the exhibition, and it also determines the quantity and quality of the exhibitors. Attending the exhibition depends on the scale of the exhibition. Spin In terms of products industry, these exhibitions are held in Beijing, Shanghai, Shenzhen and other places, and their characteristics are different from each other. In the early days, exhibiting the "middle needle" is just like the brand putting on the advertisement on CCTV, it is a kind of strength display, and it is also a strong signal to build the brand. Relying on the scale effect of this platform, from the "needle club" out of three guns, suitable and cool, cat, north polar, South Pole, fuanna, Jie Liya and other famous brands.

This year's Shanghai international popular yarn knitting exhibition attracted 140 high-end exhibitors from 15 countries to participate in this exhibition, sharing the trend and market information on yarn and knitted garments. The exhibition area of the exhibition is newly designed, located in the central area, mainly displaying new seamless technology and new needle knitted clothing, and will show more. Designer And design studio works.

Underwear supply chain, as a link to support products from the manufacturer to the consumer process, has also undergone great changes in the changing market environment and the relationship between supply and demand. On behalf of the "2013 China underwear enterprise leaders summit" held by the underwear Committee of China Textile Business Association, representatives of manufacturers, distributors and terminals of the domestic brand underwear supply chain have made their own views on how to build a reasonable underwear supply chain and related issues. Faced with the continuous improvement of labor costs, raw material costs and channel costs, China's underwear industry needs to adjust its production and marketing concepts to meet the fast changing consumer demand.

Yang Shibin, President of the China Knitting Industry Association, has said that the more developed the economy, the more frequent the exhibition activities, the larger the scale, the faster the development. Shenzhen, as an important economic entity in China, occupies an important position in its textile and garment industry. In particular, Shenzhen's women's wear and underwear have greater influence and larger market share both at home and abroad. Therefore, since the founding of Shenzhen lingerie fair, it has been widely concerned by underwear industry and enterprises at home and abroad. After 8 years of growth and experience, the Shenzhen underwear exhibition has played an important role in promoting the rapid development of the industry. At present, the promotion of brand culture as an important means to enhance the core competitiveness of the textile and garment industry has been a general consensus in the industry. The value embodiment of many brands is mainly achieved through the product itself. As for the relatively small and regional products, the innovation level is limited in terms of money and design, so it is difficult to adapt to a wider range of markets. If the brand wants to form an international influence, or to gain a wider market identity in the country and form a strong brand competitiveness, it can not only win the audience by product attributes, but also need the high degree of recognition from consumers. According to the attributes of different enterprises, brand culture will have different forms and contents. The product quality is the basis of brand culture without doubt. In particular, product quality stability and related safety are important prerequisite for product recognition in the market, and also the foundation for enterprises to establish integrity culture. In addition, due to the dissemination property of culture, how to transfer the added value of "logo" to the audience under the premise of ensuring the quality and meeting the occasion of wearing clothes is the focus of the development of brand culture.

In 2013, with the overall weakening of the underwear market, the Shenzhen lingerie exhibition showed a multi brand build-up, and the brands were thriving and competitive. At this underwear exhibition, we saw not only the enthusiastic participation of many large brands, but also the loyal fans of many Shenzhen underwear exhibitions, and the participation of the new strength of the industry has added a bright color to this year's underwear exhibition. In this exhibition of "inner" creativity and culture, how can enterprises stand out and win marketing? Perhaps different creative highlights can be found from the following brands.

In recent years, the brand construction of Pu Yuan woolen sweater market has been developing rapidly, and the market quality has been upgraded. The sweater sweater has changed from warm to fashion, and has always changed to creative design. The industry has expanded from quantity to quality.

Pu Yuan has 600 million woolen sweaters sold at home and abroad every year. By the end of 2012, the turnover of Pu Yuan sweater was over 19 billion yuan, and the logistics outbound volume reached 240 thousand tons, accounting for half of the country's wool knitting production. This is a pride for the 64 square kilometers of Pu Yuan Town, Tongxiang, Zhejiang province. As a well-known sweater industry cluster in the whole country, Pu Chang has made remarkable achievements through its untiring efforts since reform and opening up, relying on the construction of a benign development environment with market and industry to promote the market, and improving the needs of industrial development. Pu's woolen sweater industry has formed a complete industrial chain, mainly knitted apparel production, covering spinning, weaving, printing and dyeing, finishing, accessories, machinery manufacturing, inspection and testing, packaging, science and technology services, market transactions, and so on. It is one of the most complete textile industry clusters supporting the wool knitting industry in China.

Market and trend

Review: in the first half of the year, from the development trend of women's underwear brand, "go up" has become a trend. Many enterprises are beginning to enter the high-end market. In the home furnishing market, there is a more prominent phenomenon of homogenization. According to incomplete statistics from relevant industry, designers who specializes in home furnishing design account for only about 20% of the total number of home furnishing designs. This situation is extremely inconsistent with the huge development space of home furnishing industry, and also makes the pace of fashion development of home furnishing slower. In 2013, the children's clothing industry practitioners are doing the market segmentation and re examining the brand positioning. While women's clothing is being widely sought after by the society, the children's clothing market is also developing towards "fast fashion" or "quick sale" mode.

Comments: with the continuous improvement of living standards, Chinese women generally have a high purchasing power. Therefore, many underwear brands at home and abroad have launched high-end series, especially high-end fabrics, unique tailoring, latest technology and other selling points to attract consumers, such as Vitoria's secret, Wacoal, love, Ordifen, ancient and modern, and Erin, and other underwear brands, breaking through not only underwear production technology, but also focus on creative design to bring women pure and fashionable aesthetic experience. According to statistics: in 2011 and the first three quarters of 2012, the volume of retail sales of lingerie products in key large retail enterprises increased by 3.19% and 1.09% respectively. At present, the development of China's underwear industry is the huge increase in consumption caused by economic development and consumption upgrading. This means that the understanding of fashion in China is changing rapidly with the rapid economic growth, including the trend of fashion.

Underwear is becoming an important feature of underwear market upgrading, fashion and personalization. Consumers' demand for high-end brand underwear is increasing day by day, which has become an urgent problem for underwear companies. The high-end underwear brand has always been synonymous with foreign underwear brands. In recent years, with the development of domestic brands, more and more underwear brands are starting to go to high-end with their own characteristics. Consumers have a positive attitude towards the high-end strategy of underwear brand in China, and they are full of trust and expectation for their future prospects. However, it is undeniable that "quality" is still the key word for the success of lingerie brand. First of all, consumers think that "quality improvement" is the symbol of high-end. Secondly, consumers are most concerned about the "quality gap" between domestic brand products and imported products at the same price. Therefore, the domestic high-end path of underwear brand, first of all, is the path of quality improvement. Only by making the quality up and down, can we get the recognition of consumption.

Promotion of home ownership Clothes & Accessories Culture is to change the old concept of household clothing consumption in the heart of consumers, and stimulate consumption with multiple types and uses. In this way, the home life attribute of furniture clothing is particularly prominent. Through enriching the variety, collocation method and design style of home furnishing, it conveys a message to consumers that buying home clothes can improve family's happiness index of home life, and is a messenger of happiness. Due to the low degree of development of domestic clothing and the small market scale, as an important part of the industrial chain, the design has not been highly recognized by the whole industry. Designers who are concerned about the design of home furnishing clothes are few and far between. Therefore, by strengthening the original strength by designing talents independently, enterprises become the main way to enhance the ability of product innovation and form the product style of many more powerful enterprises.

In the field of children's wear, there are still areas that have not been fully valued and excavated. This part exists in the tiny areas at the ends of children's clothing. For example, at this stage, with the increase in the number of new born babies, baby clothing, urine and other product brands are developing very fast. But in addition to baby wear, care products such as newborn umbilical cord have not been given enough attention. In recent years, with the obvious advantages of increasing the number of newborns, the "fast fashion" as the location of the combination of fast selling shop came into being. The products in the store will cover all the commodities needed to meet all stages of the baby and children, including children's cars and children. shoes Baby products. But this requires children's clothing brand to have enough products and plentiful product structure to meet the demand of fast selling mode. When the buyer's market is becoming more and more obvious, doing a good job of "precise positioning" has become an important prerequisite for the growth of children's wear enterprises to achieve "bend overtaking".

Talents and innovation

Review:

In early February, the third Hongkong youth wool designer Grand Prix was held at the Hongkong Convention and Exhibition Center.

In March 26th, the final of the 2013 China knitted fashion design competition was announced.

In March 29th, 2013 "Ordifen Cup" Chinese underwear design competition and "Jordan Cup" Chinese sports equipment design competition were launched one after another.

In April 27th, the new family cup? 2013 China home dress design competition was officially launched.

In May, the first China underwear creative design competition, the first snow snow fairy China home furnishings cultural and creative design competition finals announced, and "2013SIUF Chinese Design Institute teachers and students underwear creative display" and so on, started one after another.

Comment: combined with the professional competitions of these knitting industries, we have selected and reserved large scale cultural and creative design activities for the entire underwear industry and designed high-quality talents from all over the country. Many excellent knitted fashion designers have been excavated for many years. It is of great significance to the development of knitting, underwear industry, talent exchange and industry upgrading. Such as underwear creative design competition, home dress contest and other events show a large number of outstanding institutions underwear design works for the industry, to achieve effective docking between colleges and underwear industry service platform, and create more effective channels and good opportunities for school enterprise cooperation. Among them, the best technology application award is a new award to encourage young fashion designers to bring different skills and materials into play, such as environmental protection materials, tailoring and new technology or technology.

Taking a look at the fashion T stage released by China's international fashion week 2013/2014 autumn and winter series, the combination of color collision, coloring process, material mixing, knitting elements with their unique affinity, and the most "cooperative spirit" appearance characteristics, materials and weaving technology innovation, combine the brand new elements of the time, so that the main role of knitting can be made possible.