"Overcapacity" Becomes Commonplace: China Apparel Association'S Adjustment Strategy

< p > the city complex is "the emperor's daughter is not worried about marrying"? According to the statistics of the strategic map of the 2013 China 50 city complex released by the world bank, the scale of 11 cities in the 50 popular cities all over the country (outside the residential area) exceeds 10 million.

By the end of 2012, the total number of shopping centers in the country was over 3000, with a total commercial building area of 212 million square meters.

According to the statistics and forecasts of the commercial complex of 18 major cities by China real estate information group, by the end of 2015, the stock of urban complex area will increase from 80 million 870 thousand square metres at the end of 2011 to 243 million 870 thousand square meters, and the compound growth rate will reach 32%.

The "space surplus" of urban complex has become a problem that can not be evaded.

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< p > whether it is "overcapacity" or "excess space", the "surplus" is actually "homogenization".

Therefore, according to the characteristics of regional consumption culture, the urban complex carries out personalized business planning, and how clothing brands can form brand and product mix that match the business planning and consumption needs through individual combination. This requires integration of commercial complex and < a href= "http://www.91se91.com/news/index_c.asp" > brand apparel < /a > resources at both ends.

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< p > March 27th, the China Apparel Association put forward at the press conference of CHIC's "new model of China's clothing retailing". "Integrating stock resources and customizing the brand format for the comprehensive body of the city" is an important exploration in this direction.

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< p > China Fashion Association, relying on its far-reaching influence in China's clothing industry and extensive international and domestic cooperation, integrates local brands, international brands and original brand resources, combines the power of developers of the urban complex, local government and professional operators to tailor the brand format to the specific consumer market. The China apparel Association will closely cooperate with relevant parties through capital bonds, and has set up investment management companies and business management companies to carry out specific operations. At the level of project management, it will make bold and innovative applications in such commercial frontiers as experiential consumption, < a href= "http: //www.91se91.com/news/index_c.asp" > O2O < /a > boundless sales, big data services, and integration of industry and finance.

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< p > under the guidance of this < a href= "http://www.91se91.com/news/index_c.asp" > business mode < /a >, the China clothing association and its relevant agencies will, according to the specific economic conditions such as urban population, GDP, total retail sales of consumer goods, per capita consumption expenditure and other basic economic indicators, such as the basic architectural space, commercial functional requirements and value of business circle, and so on, specifically allocate the proportion of local brands, international brands and original brands, and the proportion of business area, and make customized and diversified brand format combinations for different commercial businesses in the city. In the future, it plans to cover 50 or 2 lines and 3 line cities in 5 years.

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< p > the first item was selected in Jinhua, the economic center of central Zhejiang, and its format is "city orlies", which emphasizes consumption and cost performance.

The traditional Oates, located in the suburbs of the city, is no stranger to us. "City outlets", as the name suggests, is the city's outlets, located in the city's sub center or even CBD. For example, the Jinhua project falls on the 500 beaches, known as "CBD in CBD", which is tailored to Jinhua's urban status, economic strength and the overall business environment.

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The above assumptions and initiatives of the China clothing association are not only an important step in the pformation of the association's functions to the market orientation, but also an important exploration of the whole garment industry in the context of China's economic pformation and upgrading, and for building a symbiotic, prosperous and benign business ecosystem linking brands, channels and consumers, and will contribute to the release of urban consumption potential and the promotion of China's economic growth. P

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