How Does Guangdong Clothing Industry Deal With The "Turning Point" Year?

2008 is an unusual year for China's clothing industry. Problems such as industrial transformation and upgrading, industry structure adjustment and survival crisis of small and medium-sized enterprises are particularly prominent in this year. Some people are worried that the "cold winter" of China's clothing industry has come. In this context, where will Guangdong's clothing industry go? On October 11, during the "2008 China Liuhua international clothing festival" sponsored by Yuexiu District People's Government of Guangzhou City, Guangdong clothing industry association and Guangzhou clothing industry association, the "China fashion trade innovation and Development Summit Forum" has attracted the attention of the industry, and experts have made various suggestions and suggestions on this issue. International fashion industry Entering a more complex business competition pattern looking at the whole industry, the clothing industry in 2007 showed a series of signals, such as the concentration of profits to large enterprises, the integration of industry to commerce, the development of brands to creativity, the accumulation of capital to new models, and the inclination of the market to domestic sales, which all indicate that the clothing industry is advancing on a more complex platform. Jiang Hengjie, executive vice president of China Garment Association, believes that the environment faced by today's garment enterprises is and has undergone great changes: the degree of market opening is becoming higher and higher; the characteristics of global integration are becoming more and more obvious; the competition is becoming more and more fierce; and the pressure to bear social responsibility is increasing. It can be predicted that in the future, the prices of energy and raw materials will still rise, the RMB will continue to appreciate by a small margin, and the environmental protection laws and regulations will be improved and standardized. The clothing industry has entered an era of complex operation and competition of industry, brand, commerce, culture, society and resource value, business rules and social responsibility, and presents a trend of integration, adjustment and improvement. In 2008, due to the subprime mortgage crisis and RMB appreciation, the export of the industry decreased significantly. According to official statistics, in the first two months of this year, textile and clothing exports reached 16.44 billion US dollars, a growth of only 5.7%. In February, the value of textile and clothing exports decreased by 11% year-on-year. At the same time, China's clothing domestic trade has obviously accelerated. Wang Yao, Deputy Secretary General of the China Federation of Commerce, believes that since 2000, the national economy has maintained a steady development, the scale of China's domestic demand market has been expanding, and the gap between the growth rate of rural consumption and that of urban consumption is narrowing. From the perspective of regional distribution, the eastern region is still the main concentration area of textile, clothing, shoes and hats trading in China. However, with the transfer of national policies to the west, the textile, clothing, shoes and hats trading market in the western region has developed rapidly, and the proportion of the market volume, business area and turnover in the whole country has shown obvious growth. China has a huge consumption potential, and the industry has a turning point of domestic sales. 3. Lack of international famous independent brands from a global perspective, the popularity and reputation of Chinese brands are far from enough. Gu Qiang, director of the planning department of the Ministry of industry and information technology of the people's Republic of China, said that the impact of China's famous brands and well-known trademarks is mainly in the domestic market, but in developed countries the market is very little, or almost not. Li Kailuo, President of Bilan International Investment Consulting Co., Ltd., believes that although the brand awareness of clothing enterprises has been strengthened in recent years, China's clothing industry is mainly competing with international brands through low cost, and there is no real international clothing brand. He calculated that China would have to export 800 million shirts in exchange for an Airbus plane. "This unequal" win-win "can only be achieved in the process of" free "trade without interference. Once artificial restrictions, such as those in the EU, are in the making, China will even be deprived of the opportunity to exchange 800 million shirts for an Airbus." He said that at present, there are only a few well-known Chinese trademarks in China, such as Shanshan, Youngor, bosden and other well-known brands, but overall, their profitability is still too low, and the brand has no scale. In the past 20 years, it has not been listed in the world's top 100 fashion companies. By the end of 2005, there were 281 specialized clothing markets with an annual turnover of more than 1 billion, with a total business area of 33 million square meters and 566000 shops, creating an annual total sales volume of 600 billion yuan. At the same time, we should see that the development of professional market has also encountered a series of problems such as homogenization and extensive market development. Xie Qing, as the Deputy Secretary General of the clothing industry, plays an important role in promoting the value of China's clothing industry. Under the new situation, the clothing industry is facing the double test of international and domestic trade, and the trade channel has become the key. In the face of the post coordination era and the deepening of global economic integration, the development pace of clothing professional market has been quietly slowed down, the old market is shrinking, and the overall profit margin is even falling, which shows that its development has encountered certain barriers. At present, the urgent task is how to maintain the healthy development in the new environment. Countermeasures 1. Business innovation in the tide of business reform, brands have begun to practice business innovation. Jiang Hengjie believes that the cultural innovation of clothing brand is leading the brand innovation of the whole industry, and business innovation has become the top priority of the development of the whole industry. The majority of small and medium-sized enterprises urgently need business innovation to bring growth breakthrough. Under the background of "keeping pace with the times", the only way to keep up with the times is to keep up with the times and keep up with the times. Liu Wenshu, member of the expert committee of China Garment Association, believes that in the face of a major turning point in China's garment industry, "innovation and breakthrough in commercial links" is the core element that determines the fate of enterprises and even the trend of the whole industry. In a long period of time to come, there will still be a situation of coexistence of various channels. Franchising (or franchise chain) is undoubtedly the most suitable business model for the long-term development of brands and enterprises, and also the most effective business model for optimizing the allocation of capital resources and commercial resources of the whole society. According to Wang Yao, the most important thing for a brand is brand positioning. "The speed of national consumption has not declined in recent years, but according to the survey, consumer confidence has declined this year. The year of 2008 and 2009 is the most difficult for China's textile and garment enterprises. We should pay full attention to the development of textile and clothing commodity trading market, and pay attention to the opportunities brought to the market by the slowdown of economic development and the downward movement of consumption. " However, it is not the only opportunity for China's apparel industry to focus on the international clothing industry, which is not the only opportunity for China's clothing industry to improve its profits. "Therefore, first of all, we should see our own advantages and disadvantages. At the same time, we should clearly know that only by becoming the leader in the retail market in mainland China can we go abroad." 　　3. To upgrade the professional market, Liu Yueping, President of Guangdong clothing industry association, believes that the decision makers of the professional market should have the advanced concept and be able to guide and help the business owners to see the development direction in the next few years; they must have the awareness and ability to serve the agent's interpretation of the fashion trend, guide the business trend, and properly use the clothing culture Activities to promote business upgrading. Li Kailuo believes that parity and fashion have become the most fundamental reason for the prosperity of the professional market. The upgrading of professional market needs to start from two aspects of culture and commerce, so as to eventually form a popular pan fashion gathering and form a lifestyle of urban regional trend gathering; while the goal of commerce is to form a headquarters mode of modern business service gathering and high-level channel gathering. 4. Pay attention to brand building the popularity and influence of a brand are long-term and repeated accumulation. Li Kailuo believes that the real rise of Chinese brands is to weaken the superficial Chinese characteristics, to root Chinese elements harmoniously in the world trend, and to shorten the distance with international brand competition. Yang Dayun said that we must take brand as a long-term work and refine it into every process of marketing. It is a short-term behavior to ask products not to brand. "It's very difficult to do something with the profitability of the brand. But no brand products for sales, is even more devastating. We should start from the awareness of this problem, and strive to put the elements of awareness and brand into practice in the daily operation process. "