How To Break Through China's Textile And Garment Industry Under The New Normal Economy

In the first half of July this year, the total output of garment enterprises above designated size increased by 3.93% over the same period last year, while the retail sales dropped by 1.5 percentage points over the same period. If the growth rate slows down and the structural adjustment shift period is the "new normal" for China's economy, then how can we break through the crucial garment industry that solves the problem of employment and boosting domestic sales under the "new normal"? Scholars and entrepreneurs discussed at the 2014 China clothing conference held in Urumqi.

The data released at the meeting showed that from 1 to July this year, China's garment industry above designated size enterprises had completed 16 billion 670 million garment production, an increase of 3.93% over the same period last year, but the production was generally stable but lacking power, and sales were not ideal. The total sales volume was 476 billion 600 million yuan, 1.5 percentage points faster than that of the same period last year. Moreover, in the export index representing overseas markets, the export volume also dropped 7.71 percentage points over the same period last year.

The failure of production represents the squeeze of profit space. Weak market indicates that the demand mining is not in place, and the value-added of the product is low. All of these reveal the "soft rib" of the current garment industry. Wang Tiankai, President of China Textile Industry Federation, said at the meeting that under the circumstances of China's economic development entering the "new normal" situation, Textile and garment industry The economic operation also presents a "new normal", from the high growth period to the intermediate speed stable period. "But this is not the downside of the business cycle, but the fundamental transformation of the industrial development stage. The alternation of power and structural rebalance is still crucial. If there is a slight difference, the development opportunities will be lost. "

"When the low growth platform remains stable, we are faced with more uncertain risks. At this time, we should pay more attention to the traction function of innovation and use the market as the judging standard." Yu Bin, Minister of macroeconomic research at the State Council Development Research Center, said at the meeting.

How to innovate traction? In addition to the previous emphasis on clothing quality and style, I'm afraid I should add some "fashionable" things at the moment. For example, intelligent technology, Big data And so on. 2014 one of the highlights of the US Open is the IOS smart T-shirt. These smart clothes are embedded in sensors and silver plated lines. They can track the wearer's heart rate, breathing and other indicators, and connect them with mobile phones. When moving, the backstage departments can monitor health problems at any time.

In fact, well known in China. Underwear brand The Ai Group has begun to use the big data of human mechanics for product research and development. In the view of Chen Dapeng, executive vice president of China clothing association, whether smart clothing is designed or produced based on big data, we must seize the new technology, and the "blue ocean" has become the only choice of traditional industries. Chinese clothing is even more so, we must seize the current new technology and new directions to tap potential markets, rather than simply innovate and replace products.

How to use the market as the judging standard? It's not just to decide the retention of products with the preferences of the market, but more importantly, to transform the operation mode of enterprises by market mechanism. On the upcoming fashion week in New York, domestic designer Wang Tao will be the first official Chinese designer to display his brand new Taoraywang. She told reporters that this is a new attempt, "not only the choice of design and fabric, but also the change of service mode. We can provide customized services anytime, anywhere, and even manage their wardrobe according to their time and preferences. " Wang Tao said.

Xie Feng, chairman of the JEFEN, a domestic women's clothing brand, said that the new service business model will be built through market feedback, which will directly communicate designers with consumers, and develop personalized clothes for everyone.

Only by correctly grasping the needs can we give full play to the core competitiveness. Wang Tiankai said that under the "new normal", it would be more and more difficult to win the scale and homogenization competition. The garment industry should be more diversified to meet different formats and more refined requirements.