Apparel Industry 2013 Annual Data Summary

"P" two years ago, the United States announced that when it stopped the business of electronic commerce, it also granted the e-business brand "AMPM" and "Kei" e-commerce business of the affiliate business of the electricity supplier and the right to use the brand online for the purchase of AI Shang bang for its use in the operation period.

Two years later, the United States cried out the slogan of "comprehensive convergence of online and offline business operations".

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< p > in October this year, the United States announced that Shanghai's AI Shang Bang purchase will no longer operate e-commerce related to listed companies. The Chinese clothing investment is intended to pfer the domain name to the listed company without charge to the listed company. It is used to cooperate with the a target= "_blank" href= "http://www.91se91.com/" > dress < /a > fusion entity store and Internet operation.

Now the status of the electricity supplier is no longer the same, and the US bond strategy is to integrate online shopping with offline experience through WeChat, Alipay and other mobile terminals.

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< p > up to now, the return of BPO is not only the beginning of the revival of the B2C program, but the definition of the electronic business platform in O2O.

Zhou Chengjian, chairman of Metersbonwe Fashion Co., Ltd., commentary on this. "In the Internet age, brand is no longer a symbol of < a target=" _blank "href=" http://www.91se91.com/ > clothing < /a >, it is being replaced by scene symbol. "

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< p > after four years of precipitation, in April 2013, YOUNGOR launched the electricity supplier again. With the help of the third party to provide services for building and operating flagship stores, as well as internal training, integrated marketing, ERP and other services, Tmall launched a major e-commerce platform including Tmall and Jingdong, and promoted YOUNGOR brand and its fashion Menswear GY brand.

This time, YOUNGOR's strategy is very clear: in the process of online and offline exploration and conflict, the integration and balance between them will eventually take place.

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< p > women's brand Gloria has achieved remarkable success in the whole network marketing strategy across the line and in the past two years. Its network sales leaps from 70 million yuan in 2011 to nearly 300 million yuan in 2013.

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Liu Shichao, general manager of e-commerce and Internet marketing, who joined Gloria in 2012, made two judgements at the end of last year. First, the next thing is to divide the wireless network online, without "electricity" only "business", and Taobao will shift its focus to the mainstream and mainstream brands. Two, since last year's "double 11", the competition between P and e-business is changing from the front end sales and creativity to brand strength and influence.

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< p > "Epee no front, big and unskilled, this is the essence of the brand competition in the future."

Liu Shichao said that the explosive growth period of China's electricity supplier is about to end, and the growth rate of many businesses will remain at 20%~30% in the next year.

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< p > former president of Jingdong mall, assistant director of clothing brand NOP, Liu Shuang, once said that in 2013, Chinese clothing business operators entered "three years of natural disasters".

The era of "great leap forward" has passed, and inventory problems, such as backlog of funds, capital disconnection and high market costs, have made the whole industry suffer from internal and external troubles.

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< p > especially for vertical electric providers, 2013 is particularly sad.

In mid October, fans were trapped in the "debt chase", the rumor of a break in the capital chain, the supplier's debt "big play", a large number of layoffs, and the pressure from the investors made the people out of breath, and the industry and the media were sings to it.

After a series of struggles, the guests announced that they would give up the platform route, return to the brand strategy, throw the sales volume, the marketing scale and the gross interest rate aside, and focus on the design and quality of the products, the pursuit of profit and zero inventory.

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< p > in the face of competition, many vertical electric providers are playing the "low price card", with the marketing means of "Silk Group" as a goal, gathering popularity in a short time is not a problem.

However, when the impression of brand in the minds of consumers is cheap or cheap, the vertical electricity supplier's repeat purchase rate is very difficult to get out of a sustained high position, which may be a lesson for everyone.

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< p > according to Bain, an international consultancy, China's online shopping market is expected to grow by 42% in 2013, and by 2015 the market will reach 3 trillion and 300 billion yuan, and 2016 will exceed 3 trillion and 600 billion yuan.

The charm of the electricity supplier has not been much talked about, especially the huge opportunities hidden in the clothing business, attracting many traditional brands, and spawning numerous or hot or nameless network brands.

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< p > if 2012 is the year when the clothing brand concentrates on clearing the inventory with the electricity supplier, then the decisive battle point of the clothing electricity supplier in 2013 is undoubtedly the user experience.

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< p > John Naisbitt, a management guru, once mentioned in his book, "do you want to sell things? First you must make people happy."

In the past, low price is an important factor to encourage consumers to enjoy their pleasures. The use of e-commerce platform to clear inventory is also the logic of "low price = consumer experience".

But data show that consumers who choose online shopping because of low prices are only 48%, and this proportion is still declining.

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< p > in this age of experience, the force of price factors is obviously not so good, especially the application of big data in the field of clothing, which makes consumption experience more and more important.

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< p > the most recent example is this year's "double 11" in order to enhance user experience, Tmall makes a big deal in logistics. Through the application of big data products, we coordinate the logistics system and strength of the whole society to solve the logistics problem.

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< p > in addition to upgrading the consumption experience in logistics, emphasizing that the O2O mode of "experiential consumption in stores" is also a powerful tool for 2013 to increase consumer experience in clothing business.

Compared with the traditional mode of "online consumption" of traditional electricity providers, O2O can promote mutually beneficial cooperation between online and offline businesses. Especially for those clothing brands that have hundreds of stores across the country, the O2O mode will undoubtedly play a key role.

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< p > December 6th, after Metersbonwe and Semir, Giordano announced that it will reach strategic cooperation with Alipay in mobile payment, public service and membership system.

Hou Tong, chief information officer of Giordano, said that the O2O will open up online and offline, so that consumers can enjoy more shopping choices.

It is understood that shopping in Giordano store in Southern China requires only one smartphone to pay in 3 seconds.

Pathfinder in the previous earnings report also showed that by strengthening the management and innovation of online business platform, the brand introduced online business into online, and gradually promoted the O2O mode of "goods + services" to maintain its rapid growth.

In addition, represented by UNIQLO and other international brands, the O2O case has been touted by the industry. It can be said that O2O is not a trend in 2013, but a situation.

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The "double 11" in 2012 P is undoubtedly the world of Amoy brands. The outstanding achievements of the black horse have come to the eyes of consumers.

However, for the "double 11" in 2013, the Amoy brand is not the biggest winner.

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< p > this year, Suining county has successively invested a lot of a target= "_blank" href=, "http://www.91se91.com/" > textile > /a > clothing projects.

< p > May 8th, with the total investment of 5 billion yuan, the Jiangsu land a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing industrial park project started laying the foundation. The construction of the project is of great significance for promoting enterprise concentration, industrial agglomeration, improving the industrial chain, promoting related supporting facilities, enhancing industrial advantages and realizing cluster development. It will also effectively enhance the overall level and competitiveness of Suining a target= "_blank" href= "target=", leather, leather goods and textile and garment industry.

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< p > May 25th, the Dragon Ying textile project started construction, and the project was implemented in two phases.

Among them, the first phase of the new 3000 first-class equipment level looms and construction has its own brand of garment processing base; the two phase of investment in the new high-grade chemical fiber production line and first-class dyeing and finishing production line.

The construction of the project has added a great deal of color to the improvement of the chain of Suining's textile and garment industry.

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< p > the total investment of 800 million yuan, the new 100 thousand production line of the spindle and the three stage of the modern warehousing and logistics center were completed and put into operation in May this year.

After commissioning, it is estimated that the sales revenue will reach 2 billion 500 million yuan in the period of one or two and three, and the tax revenue will be about 200 million yuan.

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< p > at present, the earth shoes and clothing industrial park project and the Dragon Ying textile project are speeding up the construction.

This year, there are also some clothing items settled in our county and successfully completed and put into operation.

All these indicate that the pformation and upgrading of our county's textile and garment industry has gradually become a reality.

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< p > < strong > pformation of textile and garment industry from low end to high end < /strong > < /p >

< p > mention the textile industry of our county and have to talk about Tianhong textile.

The development of Tianhong textile in our county originated from the old old cotton mill (formerly the county cotton mill). In a flash, more than 10 years passed. After the efforts of the Rainbow people and the support of the county Party committee and the county government, Tianhong textile rapidly grew into the largest production base of the national core spun yarn and the national high-grade denim yarn in our county, and developed into an all-around large textile enterprise integrating scientific research, development, production and operation.

From the product point of view, Tianhong textile has been from the previous production of slubby yarn to now covers MVS new knitting yarn series, ultra fine metal wire, wire wrapped line series, XLA cowboy elastic series, Tencel cotton series, cotton Tencel yarn dyed series and many other products, modal production technology and scale is the world's leading.

On the twelfth China Jiangsu international garment, home textiles and fabric exhibition, Tianhong textile represented Xuzhou region exhibiting as many as 48 kinds of yarn. It not only enhanced the popularity of Suining cotton textile products, but also promoted the brand building of Xuzhou cotton textile industry.

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< p > the development of Tianhong textile is just a microcosm of the development of our county's textile and garment industry.

With the investment of 130 million yuan, 100 thousand spindles of Xuzhou conch textile and the total investment of 60 million Yuan Zheng Xiong clothing items have been put into operation, Suining already has more than 50 textile and garment enterprises, such as century rainbow, conch textile, Hongfeng textile, four Tong Textile, Zheng Xiong garment, song song dress and so on.

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< p > August 26, 2010, Suining was designated as the "Jiangsu textile industry base county" by the Provincial Textile Association. It is understood that in December of the same year, it was awarded the title of "China's new textile industry base county".

Driven by Tianhong Group, a large number of upstream and downstream enterprises of textile and garment industry have settled in Suining.

At present, Suining, which has become the first county in the production of "cowboy elastic yarn", is moving towards "the first county of the national high-end cotton textile production capacity".

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< p > according to the briefing, the three phase of Tianhong has been put into operation, which indicates that our county's textile and garment industry has achieved a qualitative leap from the low end products to the high value-added and high-end products.

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< p > < strong > textile and apparel industry chain is becoming more and more perfect < /strong > < /p >

"P > 219 days to complete the contract to start construction, nearly 3 months to complete 95% of the land acquisition task and nearly 200 households demolition, dragon Ying Textile Science and Technology Industrial Park in construction witnessed one after another" Suining speed ".

At present, in addition to the orderly construction of the main body of the project, the construction of the supporting works such as sewage treatment works and ground water works is also being demonstrated.

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< p > the analysis of relevant officials of the county's major office said: "the strong push of the project construction not only witnessed the positive efforts made by the outgoing, technology and ecological Ning river for the pformation and upgrading of Suining's traditional industries, but also filled the blank of Suining's spinning and weaving, improved the industrial chain, and laid a solid foundation for the development of Suining's pillar industries."

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< p > it is understood that the development of textile industry in our county can be traced back to the 60s and 70s of last century, and formed a relatively perfect industrial chain by 80s.

At that time, Suining County cotton textile mill, second spinning mill, three spinning mill, yarn dyed factory, underwear factory, towel factory and other enterprises, after entering the 90s, these enterprises have been eliminated by the market.

Suining cotton textile mill has been extended after bankruptcy reorganization, forming Tianhong textile group. After more than 20 years of development, Tianhong Group has reached 400 thousand spindles in Suining, plus more than 10 private textile enterprises, with spindles exceeding 1 million spindles.

Suining's textile industry is beginning to take shape.

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< p > from the perspective of the entire textile industry chain, textile is only an upstream industry, followed by weaving, dyeing and finishing, fabric development, clothing and related links in research and development and sales. Compared with the whole industry chain, Suining's textile industry chain is still not perfect, one is missing the chain, the two is the sub chain is smaller.

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< p > "two big, small in the middle, like a dumbbell."

The head of the County Office of Suining's textile and garment industry is so similar.

One big is spinning, the whole county has over one million spindles, the other is clothing, and the county has a large number of garment enterprises, such as Zheng Xiong and weaving weaving. There are few or even none of them in the middle of weaving, fabric development, dyeing and finishing.

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< p > the significance of the construction of long Ying Textile Science and Technology Industrial Park lies in not only improving the industrial chain, but also strengthening the industrial chain.

"The first phase intends to build up 3000 units, and ultimately the scale of 5000 units will be formed."

Dragon Ying International responsible person said.

It is reported that the group has started construction of dyeing and finishing projects, and the matching sewage treatment plant is under construction.

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< p > in May this year, the county Party committee and the county government signed a textile project in Shanghai. According to the agreement, the project will build the production scale of 3000 tablecloths.

With the construction of these projects, the industrial chain of Suining's textile and garment industry will be further developed, bigger and stronger.

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