Facing The Challenge Of Internet Era, Changing Shenzhen Garment Industry

What kind of fission will happen if P + apparel industry + Internet? How will fashion fashion take place under the influence of Internet? < /p >

< p > recently, the reporter interviewed many Shenzhen apparel industry personages, from the head of clothing enterprise, the Secretary General of Shenzhen garment industry association, to the original designer, to explore the new changes of the clothing industry.

At the same time, we interviewed many fashion people to understand the Internet's changing lifestyle.

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The grafting of Internet in the traditional clothing industry has brought about the pmutation of fashion buying and selling methods. The modern lifestyle has grafted traditional clothing industry, making Shenzhen quietly emerging new formats such as original design, high-end customization, and so on. P

There is no doubt that consumers and clothing brands are seeking change.

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< p > < strong > clothing production plant: the size is smaller than /strong > /p >

< p > "now our factory has only more than 300 people, compared with the past more than 2000 people, the scale has been reduced a lot."

Ji Wentan, deputy general manager of Shenzhen billion Hong Run Limited company, said that six or seven years ago, there were two factories and more than 2000 people in the most prosperous period.

Talking about the reasons for the smaller factories, Mr Wen pointed out that on the one hand, the increase in labor costs is another reason for the company's desire to do more professional things.

The company is better at sales and design, and now some garments will be outsourced to Jiangsu or Wuhan.

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< p > < a href= "http://sjfzxm.com/news/index_x.asp > > < /a >." billion Hong Run "factory is just making some model sheets and some small batch of orders, or making some more complicated sheets.

The factory is smaller, making it easier for Ji Wen Tan to give her time to think and decide more and more important things, such as how to increase value added services.

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< p > reporter survey found that in the past, the garment processing factories gathered in Shenzhen were doing big business, and garment processing plants with tens of millions of foreign trade orders were everywhere, but with the increase of labor cost, logistics cost, raw material cost and rent cost, layoffs became the main theme of large-scale foreign trade garment processing plants.

Nowadays, garment factories including Shenzhen garments, an old clothing exporters, have all reduced their size.

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Less than P, the production of garment factories such as billion Hong Run has become a small spray in the tide of pformation and upgrading of garment industry in Shenzhen.

In the pformation and upgrading of garment industry in Shenzhen, almost all garment processing factories are being reduced. Thousands of garment processing plants have become thousands of people and hundreds of people are not rare.

Fortunately, thousands of Shenzhen clothing brands stayed in Shenzhen. They reduced the factory and outsourced garment processing to the mainland, while turning the enterprises into fashion, internationalization and diversification to increase the added value of clothing brands.

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< p > < strong > shopping malls new clothes: prices become more expensive < /strong > < /p >

Less than P, it is easy to see that the price of clothing in Shenzhen has become more expensive.

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< p > whether it is COCOPARK or Tianhong and maye, a skirt with simple cutting and general material is often priced at 1000 yuan.

The price of clothing brand targeted at white-collar workers is "up".

Some consumers have told reporters that in the past, OZZO (Ou nixun) basically wore 500~700 skirts for the summer wear, and now the brand skirt has entered the ranks of thousand yuan.

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"P" and targeting high-end customers in Shenzhen clothing price tag is even higher.

In an interview with reporters in Beijing in March this year, the company went to the Yansha friendship mall on Liang Ma Qiao road to understand the price of Shenzhen's first-line brand clothing.

A suit priced at more than 6000 yuan, a dress marked 7000 yuan, is a well-known brand dress price in Shenzhen, which is more than 20% higher than last year.

With the salary of white-collar workers, of course, they can not afford these high priced clothes, but these clothes are not short of "paying the bills". A pair of mothers and daughters bought by the reporters at the scene interviewed bought three "high priced" costumes, which cost nearly 20 thousand yuan.

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< p > why is it so expensive? When it comes to this problem, the clothing enterprise owner has a lot of bitter water: "high-end clothing brand terminal sales channels have two ways to open stores and enter shopping malls. The investment of the exclusive stores must be calculated in the millions of Yuan units, and the entrance fees for shopping malls also need hundreds of thousands of yuan, plus the decoration fees, rents, labor costs and other factors, which have promoted the pricing of clothing."

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< p > < strong > buy clothing online: more love brand tail goods < /strong > < /p >

In the "P" Internet trend, consumers are becoming the driving force of the pformation of traditional garment enterprises.

Miss Ma, who has been wearing big names for years, now falls in love with online shopping. This pformation is undoubtedly the new clothes that are becoming more and more expensive in traditional stores, as well as the top 1 costumes that are frequently cleared on the Internet for 80 percent off or more.

Miss Ma's shopping experience is: to buy familiar brands, even after season products, is better than Shanzhai.

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< p > favorite brand has spawned a super market for selling brand tail goods on the Internet.

In mid May, vip.com, a special dealer, released its unaudited financial report in the first quarter of 2014. It showed that vip.com achieved six consecutive quarters of profit and the main performance indicators continued to maintain three digit growth.

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< p > "some late season goods, we will get a sale on vip.com."

Li Feiyue, chairman of the blue wardrobe fashion group, said that every sale is very impressive, and 3 to 4 days will be able to recover 1 million yuan of funds.

However, some other clothing brands in Shenzhen will recover more cash.

Cao Zhang, chairman and general manager of the company, said that sales of vip.com in the first quarter of 2014 increased by 150% compared with the same period last year.

In the interview, the brand owners also said that in order to protect the brand, the clearance of tail goods can not be done for a long time.

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< p > vip.com CFO Yang Donghao pointed out that the clothing industry's tail cargo is a normal phenomenon. Clothing is a very personalized product. Its cycle from design to production to retail is very long, often reaching 12 months, or even 18 months.

Such an industry will produce a result: no one can accurately predict how much SKU can be sold for every brand of a brand garment.

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< p > Why do more and more consumers choose to buy the brand tail goods? A press survey found that almost every person surveyed had had a painful shopping experience, and the goods were not in the right place, returned goods were difficult to replace, fake products and so on.

In the interview, online shopping trendy people summed up several reasons: quality is guaranteed, returns are fast and the price is close to the people.

More importantly, I have tried to wear these brands of clothing, understand size and specifications, do not go back and forth.

There is no doubt that online shopping consumers are also growing.

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< p > < strong > clothing management shop: pboundary trend < /strong > < /p >

< p > Ji Wentan has run a "pure handicraft workshop" near the TCL creative garden, which runs traditional handicrafts such as Suzhou embroidery. This small art center, open to guests and friends, is seeking cooperation with artists and is open to the public.

Nowadays, it has become a fashion to enjoy paintings and listen to music at high-end clubs in Shenzhen's clothing brands.

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< p > "perhaps you love not only my clothes, but a beautiful way of life."

Li Feiyue, the pink wardrobe, is trying to cross the border business. He describes the cross border art life in the future clothing store: you can sit in the art space across the border, have a cup of coffee, watch old movies in a small room, enjoy the art of flower art, and even learn how to appreciate music.

In Li Feiyue's eyes, there are only a small number of places for fashion sale in the future cross-border space experience. Other spaces can carry out art salon, fashion PARTY, and cross arts education, such as learning piano, poetry and so on.

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< p > "I hope to sell cross border art thinking while selling clothes."

Li Feiyue said that the space of 1200 square meters on the two floor of Huaqiang North "Century Shopping Mall" will be opened to consumers nationwide in August this year, which is an attempt to cross the border.

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< p > before Li Feiyue tried to cross the border with a large space, he tried to cross the border with small steps.

For example, there are two big flower beds in the COCOPARK blue and white clothing store. Li Feiyue spent 1 years trying out the cross border business of clothing and floriculture life.

Li Feiyue said that a friend was the 70 mother, who never used to dress in the past. But he bought 7 clothes and 3 dresses.

"It was not my clothes that moved her. It was a beautiful floriculture life that touched her."

Li Feiyue said that when consumers see flowers, they will remember the beauty of life, slow down, and then look at our clothes.

"Our traffic is not large, but sales are large.

Crossover brings benign activities, no growth in performance and profits growth. This is the power of art. "

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< p > strong > high-end Customization: become a new style /strong < /p >

< p > with the most scarce fabric in the world, the most front-end design, the most sophisticated tailoring and the best handwork, we can create "works of art that can be worn". At present, the fashion group is making every effort to climb the Pyramid tip of fashion customization.

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< p > > for this reason, the fashion group invited the top designers, and its Song of Song & OBBLIGATO designer Nicola Del Verme, born in Italy in 1966, came from the architectural designer, won the "Pret-a-Porter New Talents" competition in 1986, and became a dark horse in Italy fashion designers.

Nicola Del Verme said frankly that he hoped that his design could help women express themselves, because the most important element in women's clothing is something that can represent the individual's soul and personal mind, and it is used to express the way of existence, which is different for everyone.

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< p > in addition to the famous designers from Italy, the design team of the fashion group is also the designer of overseas English and French, and the new designers in China. They are familiar with the current situation of Chinese culture and fashion and have an international perspective.

To match the designer team, the fashion group has developed a series of service specifications, including three major service links: pre sale, sale, and after-sale, involving dozens of processes such as the establishment of the customer's basic database, the communication between designers and the clothes, the sketches of inspiration, the selection of the most suitable fabrics, the revision of the edition, the precise handwork, and the regular delivery service. These specifications fundamentally guarantee the output of the service quality of the advanced customization.

"The sign of the completion of the advanced customization is 100% satisfaction of the guests, and a little dissatisfaction of the guests means failure for the advanced customization."

Nicola Del Verme emphasizes that women's clothing is a new thing in China. Only by pursuing perfection can we stand the "Pyramid point" of China and even the world fashion industry.

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In P interview, Zhang Hongtao, Secretary General of the Shenzhen garment industry association, evaluated the high-end custom made by brands such as von snow and other brands: This is a banner of Shenzhen's clothing brand.

"Shenzhen clothing brand does not necessarily depend on making money, but it represents a benchmark for Shenzhen clothing."

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< p > < strong > individuation is the trend of the future < /strong > < /p >.

< p > in the interview, some consumers suggested that the design of the clothing brand such as maasfield, seven color hemp and so on is stronger and stronger, and is not very suitable for wearing at ordinary times.

In view of the confusion of consumers, the reporter interviewed found that the current mainstream view is that the strong sense of design and individuation are the trend of the future.

However, every clothing brand will have some basic funds in every season. These basic funds are designed to meet the needs of brand owners who are not very satisfied with the design requirements.

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Less than P, clothes are more individualized. Therefore, the original designers are quietly springing up in the clothing industry of Shenzhen.

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< p > Zhu Wei te and Lin Xiao Xin are partners and husband and wife. After they returned from overseas study, they founded the vmajor brand in 2012.

"Diversification is the trend of the future. The original designer will not stay in the same place, and the product will not have obvious regional traces."

Zhu Wei te introduced his vmajor brand positioning as a diversified and international urban fashion brand.

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< p > "everyone wants to wear clothes, they all want to wear new clothes, but many clothes are very similar. It is difficult to wear out personalization."

Zhu Wei te said that after 70, 80, 90 after the pursuit of individuality, so that small brands have more and more room for survival.

"Now popular products are easy to drown in the brand ocean, and it's hard to get ahead."

Zhu Wei te pointed out that the designer brand has the advantage of original art brand though it has no scale disadvantage.

He expects that such a model will be more and more conducive to the survival of small brands in the future.

Zhu Wei te said, do not want to say how good our things are, just want the right people to know our things well.

"Buy the products we design, then choose the garment factories to produce and deliver, and do not invest too much.

Our capital flow is very healthy. Without order, there will be no stock. "

Although the current business volume is millions of dollars a year, Zhu Wei te has been very satisfied with it. He does not need to invest too much. He only needs to be small and smart, and his business will become bigger and bigger through word of mouth.

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