The Grand View Of Textile Industry: The Advantage Of Cluster Originates From Brand Difference.

< p > 2013 has just passed. For a href= "http://www.91se91.com/news/index_c.asp" > textile and clothing > /a > the industrial cluster that first crossed Quanzhou's "100 billion" threshold, ushered in a new starting point for pformation and upgrading.

"The development of the entire industry must keep abreast of the macroeconomic situation and keep pace with the changes in consumption patterns."

Zhou Shaoxiong, President of Quanzhou textile and Garment Association, said that Fujian men's men's clothing had become a regional brand because of the advantages of industrial scale. But in the new era of increasingly individualized consumption patterns, similar brand positioning and homogeneous product style have made the advantages of Fujian men's men's clothing become "short boards".

In the new journey, Fujian men's men's clothing will regenerate Cluster Advantage through brand differentiation development.

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< p > < strong > look at the past < /strong > < /p >.

< p > < strong > fierce competition < /strong > < /p >

< p > < strong > infiltrating into the industrial chain every /strong < /p >

< p > to mention the industry event which impressed us in 2013, the first example cited by a href= "http://www.91se91.com/pioneer/" > Zhou Shaoxiong < /a > is "first lady's visit".

At the beginning of 2013, "first lady" went abroad to travel in domestic brand clothing, which brought great positive energy to the domestic textile and garment industry.

"Private custom, designer brand and other topics have become the focus of attention of the whole industry, which let us see the impact of social public relations events on brands."

He said.

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The impact of the rapid development of the Internet economy on the textile and garment industry is obvious in the period of < p > 2013.

Double eleven ', Tmall's sales reached 35 billion yuan, this is a shocking data, from which we can see that the impact of network channels on traditional channels is more and more fierce.

Especially footwear industry, we should face up to this problem. "

He believes that traditional industries should embrace the Internet economy and study how to make use of the Internet to achieve communication and interaction between online and offline businesses. "APP, WeChat, Internet platform and social marketing" are becoming the focus of attention of the industry.

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< p > in 2013, when A shares IPO stopped, there are still many Quanzhou enterprises landing on capital market.

Through capital operation, enterprises can speed up their own development. Whether they want to expand their scale or increase their ability to resist risks, the capital market provides a platform.

Of course, this also tests the operation capacity of enterprises more. "

He said.

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"P >" in addition, for the entire Chinese textile and garment industry, industrial pfer is already an inevitable trend, and this trend has shifted from the past to the central and western regions of China, and has shifted to overseas markets. This also means that competition in this industry begins to globalize from production. "

Zhou Shaoxiong said that all these big events in 2013 are worth considering in the whole industry. Every link of the industrial chain is facing more and more intense competition. Quanzhou's textile and clothing brands can survive and live better in the entire Chinese garment industry. They must constantly face new tests. Only by standing firm can we further discuss the international development.

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< p > < strong > see now < /strong > < /p >.

< p > < strong > accelerating pformation > /strong > /p >

< p > < strong > coping with changes in business environment < /strong > /p >

< p > shoes and clothing industry's low performance in the past two years, let Zhou Shaoxiong very clear that the current industry status is "in the industrial upgrading adjustment period".

"The development of the times and the influence of the macro economy are all closely related to the changes in the entire consumption pattern."

Analysis shows that one is the direction of the national policy, which is to promote the pformation of consumption patterns, such as the state's objection to waste and the correction of unhealthy tendencies, which will change the consumption concept of some people, thus affecting the whole garment industry. Two, the whole business environment is changing, the scale of the community is growing, the commercial real estate has given birth to the living complex, the traditional street shops are not in the right place, and people use the Internet to exchange more and more, and the change of business environment does not mean that people do not consume, but people's consumption behavior is decentralized and enterprises need to be reintegrated. The three is that the economic form is pforming from the second industry leading to the third industry leading, and the service industry is developing at a high speed, which makes the brand owners have to think about how to do well in service. Zhou Shaoxiong

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< p > social environment is changing and people's consumption characteristics are changing.

Zhou Shaoxiong believes that people nowadays are more personalised and more unique, forcing the brand to shift from mass consumption to personalized consumption, with something innovative, unique and personal, such as designer brand, unique design style and so on.

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< p > in his view, Fujian men's men's clothing must face up to the competition among regional brands.

"At present, the regional cluster competition of textile and clothing is in a state of seesaw warfare, which is because the pformation and upgrading of the entire industrial cluster is not enough."

He believes that the growth of high-end brands is not good enough, the degree of polymerization of regional brands is changing, and brands are increasing everywhere.

"The fashion industry in China is constantly changing, especially in the apparel industry.

A model has not stopped, the new model has already been produced, and the industrial age has not yet foothold, it has entered the era of channel, and then entered the era of culture and social interaction.

He said that Quanzhou's textile and garment industry should constantly change in this process and keep pace with the times.

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< p > < strong > look at the future < /strong > < /p >

P > < strong > from the pursuit of the scale < /strong > < /p >

< p > < strong > turn to < a href= > http://www.91se91.com/business/ > brand personalization < /a > /strong > /p >

< p > Zhou Shaoxiong believes that in the era of great changes in environment and increasingly fierce brand competition, the regional brand superiority of Fujian men's menswear based on scale production will become weak.

"The division between brands becomes very important, which will become an industry trend."

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< p > in his view, there are several changes in the direction of textile and garment industry.

"First, brand positioning is divided. We need to study how to adjust and adjust our brand positioning according to the changes of the times and the lifestyle of consumers. We should set up distinct brand characteristics. Two, we should strive for high performance price ratio. Brand products are not as expensive as possible. In recent years, some brand enterprises have begun to take the road of" Seiko "and pay more and more attention to product quality protection. They have changed their previous concept of scale and turned to specialization and Seiko, and then achieved better price to price ratio through cost control.

The trend of this industry will be more and more obvious next. Three, the terminal channel will change to the service experience type, and the experience hall with brand style will be more and more, so as to achieve the marketing interaction with consumers.

He said that the shop in the future will no longer be large and large, but to match the sales of distributors and provide better services to consumers.

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< p > "at present, the consumer market is in the stage of upgrading. What kind of guidance and values can a brand give to consumers is very important.

But the focus of the brand is not enough, but also in the service system, terminal and so on.

Zhou Shaoxiong believes that the creation of brand culture must reflect the way of life and values so that the product can have the soul. "Only by molding the influence of the brand can we continue to develop in the pformation of the times".

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