Consumers Refused To Crash And Forced Fabric Reform

< p > ten years ago, fashion designer Zhang Zhaomei often ran to Hongkong for a href= "http://www.91se91.com/zt/" > fabric < /a >. In her view, the fashion of the mainland and Paris, Tokyo, Milan, New York and other cities are basically not a level of competition, especially the lack of fabric links affect the downstream clothing, many high-end clothing has to use imported fabrics. In the entire mainland textile and garment industry chain, the fabric links are the weakest. < /p >
Ten years later, P has changed. < /p >
< p > not only are more and more mainland designers engaged in advanced a href= "http://www.91se91.com/" > custom dress < /a > designers have changed to use local fabrics, even Burberry (Bo Baili), Armani (Armani) and other international luxury brands are beginning to purchase materials in the mainland. < /p >
Li Binhong, director of the national textile product development center, recently interviewed by the first financial daily, said that after many years of development, the technology and equipment of the textile industry in mainland China already has the leading international level. The products developed have already been able to meet the demand of high-end clothing brands in quality. However, there is still a clear gap in leading the fashion trend and fashion style design. This is related to the long-standing fashion art atmosphere in Europe, the industrial innovation environment and the cultivation of innovative talents, and the Chinese mainland needs to make efforts in the creative design of textile fabrics. < /p >
< p > however, as consumers' demands for clothes are becoming more and more personalized, fast fashion brands quickly occupy the clothing market, such as small batch, multi brand, short transaction ZARA and H&M. As well as the gradual emergence of advanced private customization, these factors also force the fabric industry to enter the "small and sophisticated" era from the original extensive type. < /p >
< p > < strong > grope for "small" mode < /strong > < /p >.
Shortly before the "P", the listing ceremony was held at the Equity Trust trading center in Shanghai. Ding Tian is stepping into the channel of capital and industrial integration in the textile industry. Through this listing, we will broaden the financing channels of the company and accelerate the transformation and upgrading from "traditional textile" to "modern textile" featuring creativity, design and capital. < /p >
Chai Fangjun, chairman of the P day, told reporters that one of the competitive advantages of the company is to cut into the "jacquard" field with relatively high added value in the fabric industry, and break through the "no minimum order" problem. It was founded in 2001, and it took eight years to find out how to realize small batch, multi variety and large-scale production mode. < /p >
< p > in addition, the entire consumption trend has forced the fabric part to be adjusted. Not only stars, but also ordinary consumers "bump shirts" will be embarrassed, with the trend of consumer personalization is becoming more and more obvious, the current clothing industry's product update speed is faster and faster. Nowadays, a clothing sales from the top shelf to the next shelf is often only one or two months, and the fashion fashion life cycle is shorter. This poses a difficult problem for upstream fabric suppliers. < /p >
< p > the fabric industry in the mainland is known for its quantity. Because of the low profit, it is easy to lose money once the volume is not up. Therefore, in the vicious circle, excess capacity leads to further price cutting competition. "It is very difficult to reverse this situation, but there are still ways to solve this production problem with IT technology. Thousands of jacquard varieties are classified into several categories. With the help of ERP system, the whole process of product design, R & D, production and sales is integrated to achieve standardization, intelligentization and automation of production. This allows small quantities to be produced on a machine with large ones. Our model is similar to the furniture industry's rookie. Chai Fangjun said that the business takes only 5~7 days from the receipt to the product, and the industry usually takes one month. This time difference plays a great role in striving for the downstream garment customers, and there is no minimum order limit, and several hundred meters or even meters can be set up, which strengthens the bargaining power, avoids the fierce competition with the competitors, and is greatly reduced by the cotton price and the rising labor cost. < /p >
< p > < strong > challenge and opportunity < /strong > < /p >
As the world's largest textile producer and exporter, China has a complete industrial chain from raw materials to finished products. However, at present, the textile industry is in a predicament of overcapacity, which will inevitably lead to intensified competition in the industry and gradually eliminate backward production capacity. P < /p >
< p > last year, the Ministry of industry and information technology formulated the "12th Five-Year development plan" of the textile industry. It clearly pointed out that the industrial added value of the textile enterprises above Designated Size averaged 8%, and pointed out that the new dyeing, printing, multi-functional finishing, automatic control and online monitoring technology should be promoted and applied in the printing and dyeing industry, which would enrich the varieties of textile fabrics and improve the stability and added value of fabric quality. < /p >
< p > in recent years, some textile enterprises have limited bargaining power with downstream garments and home textile enterprises. Because of the thin profit margins, they can not afford to rise in cost and gradually move to Vietnam, India and other countries. With the gradual elimination of some backward production capacity, the gross margin of textile industry has basically remained stable in the past three years, and the gross profit margin in 2012 has slightly recovered compared with the previous year. < /p >
< p > however, due to the gradual rise of labor costs and the rapid development of the textile industry in Southeast Asia, China's textile industry still has some risks. Li Binhong said that the development of China's fabric has three main supporting points: complete industry matching, reducing costs between enterprises, hedging up the cost of rising labor, increasing the domestic demand market, and increasing the cooperation space between the upstream and downstream industries; accelerating the upgrading of innovation level on the strength of manufacturing scale. The premium of foreign fabric brand is very high, and domestic fabrics can also strive for the direction of design and brand premium. This is not about facing the end consumers, but mainly setting up brand awareness for customers such as downstream garment enterprises. < /p >
< p > through cooperation with various fashion information companies in Paris and Milan, and invites French and Italy designers to participate in the design, the famous customers such as Gucci (Gucci) and H&M have been striving for the small batch and multi style "small era". The gross profit margin of the company now reaches 30%, which is obviously higher than the gross margin level of the whole industry 11%~13%. Although the material used in the day is twice as expensive as that in the mainland, it is half the price of high-grade fabrics in France and Italy, and there is still a lot of premium space. < /p >
< p > Chai Fangjun said that the fabric of the enterprise is nearly 90% of that of Europe. The last 10% gap is mainly in the direction of international fashion and fashion style. The investment of future enterprises will shift more from hardware to software. In June this year, Jin Yuxi, the honorary vice president of L'OREAL (China), known as "Queen of fashion", became a partner of the day. Not only will it provide capital support for the coming days, but it will also expand the influence of Jin Yuxi in the international fashion industry to expand overseas markets such as Europe and the United States. < /p >
< p > at present, fabric enterprises have been promoting the brand and expanding overseas markets by means of exhibitions. Recently, the exhibition of Shanghai accessories, Keqiao International Textile Fair and Canton Fair has become an important platform for domestic fabric enterprises, < a href= "http://www.91se91.com/news/ index_q.asp" to expand overseas "/a" market. < /p >