In The First Half Of The Year, Guangdong's Clothing Economy Was In Good Condition, And O2O Integration Developed Into A Trend.

In the first half of 2014, Guangdong clothing The development environment of the industry is slightly better than that of last year. The global economy continues to weak recovery trend, the recovery of developed economies is better, and economic growth in Europe and the United States has brought many favorable directions, especially the consumer confidence index and the consumption power of residents gradually increased. The promotion of domestic urbanization and the growth of residents' income have promoted the overall regulation of domestic demand consumption, but at present, affected by the economy, residents' consumption intention is not high, demand is still weak, and the growth rate is slowing down.

Under such circumstances, based on the survey of garment industry clusters and enterprises in the province, combined with the industry statistics of the National Bureau of statistics, the economic operation of the garment industry in the province is analyzed as follows:

　　 1. The economic performance of Guangdong's clothing industry in the first half of the year

(1) production: a slight increase

According to the statistics of the National Bureau of statistics, in 2014 1-6, garment enterprises in Guangdong above Designated Size reached 2 billion 940 million in total, accounting for 20.83% of the total volume, an increase of 6.73% over the same period last year. Among them, 1 billion 640 million knitted garments and 1 billion 299 million woven garments, respectively, increased by 9.78% and 3.11% respectively compared with the same period in 2013.

In 2013 1-6, enterprises in Guangdong above Designated Size completed garment production.

In the 1-6 month of this year, the clothing production of our province still maintained the position of the first garment production province in the country, and maintained a certain total advantage with the second place in Jiangsu province (2 billion 452 million production output), an increase slightly higher than that of the total garment production in the country (3.76%). The suit suits in Guangdong's main clothing category began to pick up after the two digit decline in the previous two years.

In the past three years and 1-6 months, the monthly output trend of garment enterprises above Designated Size in Guangdong showed that the output value of Guangdong garments in March was significantly higher than that in the first two years. Calendar data show that in August 2011, Guangdong's clothing output did not increase by two digits, maintaining double-digit growth or negative growth.

　 (two) import and export situation

1. Imported Situation: marked increase

Since the end of 2012, the state issued the "guiding opinions on strengthening the import and promoting the balanced development of foreign trade", China's imports have shown a general upward trend. In 2014 1-6, the import clothing and clothing accessories of the whole country totaled 3 billion 70 million US dollars, up 24.60%, which played a certain role in promoting economic restructuring. Against this background, Guangdong's imports of clothing and accessories in the first half of this year totaled $406 million, an increase of 34.14% over the same period last year, behind Shanghai, ranking second in the country, accounting for 13.22% of the total imports of clothing.

According to the comparative analysis of the monthly export volume of Guangdong clothing in the past three years in the following 1-6 years, we can see that this year, on the basis of the downward trend of last year, the overall trend of the monthly export increased significantly.

　 2, export situation: retire to second

In the first half of the year, China's clothing export experienced a process from weak to stable, and it warmed up every month in the two quarter. The market demand in developed markets, especially in the European Union, is an important factor to stabilize our clothing export. However, due to its own economic factors and weak demand in emerging markets, the export growth of our clothing industry has dropped significantly, and the overall export of clothing has been on the low side. Guangdong's clothing exports are basically in line with the national situation. In 2014 1-6, Guangdong exported garments and accessories 14 billion 397 million US dollars, a negative increase of 1.14% over the same period last year, an increase of less than that of the whole country, ranking second in the whole country. For the first time, it was surpassed by Zhejiang province (US $14 billion 409 million) with a slight advantage. Clothing exports account for 71.33% of the total export volume of textiles and clothing in Guangdong.

From the comparative analysis of the monthly export volume of Guangdong clothing in the past three years, the export of V in the first half of this year showed a glyph of V, which began to rise again after the bottom of March and maintained a negative growth trend as a whole. A large number of small and medium-sized garment enterprises are poor in risk and self adjustment. Orders are lost when demand is weak and production costs are rising.

　 (three) Investment: increase in total volume

According to the statistics of the National Bureau of statistics, in 2014 1-6, the textile and garment industry in Guangdong actually completed investment of 22 billion 453 million yuan, an increase of 17.04% over the same period last year, accounting for 4.94% of the total number of the country, ranking tenth. There are 816 construction projects this year, 533 new projects and 352 completed projects.

Jiangsu, Zhejiang, Shandong, Henan, Fujian and other provinces are quite active in investment, ranking the top five. Compared with several other clothing provinces, the fixed assets of textile and clothing in Guangdong have obviously been in the post. In the past three years, the national ranking has been maintained at tenth place, but the total investment has been keeping two digit growth. This shows that Guangdong's clothing industry's fixed assets investment is gradually increasing.

(four) economic benefits:

In 1-6 months of this year, Guangdong is above designated size. Spin Among the 4588 garment enterprises, the number of households with a total number of losses was 792, with a loss of 17.26% (a decrease of about 2 percentage points over the same period). The main business income was 268 billion 177 million yuan, up 8.10% over the same period last year; the total profit was 11 billion 601 million yuan, up 28.08% over the same period last year; the cost profit rate was 4.96%, slightly lower than the national average profit margin 5.38%. In November 2013, the cost profit rate of textile and garment enterprises above Designated Size in Guangdong was 4.15%, and the national average cost profit rate was 5.50%. In the first half of this year, in the first half of the year, the cost profit rate of the textile and garment industry in Guangdong decreased slightly, and the 19.52% growth of the contrarian trend was achieved. It can be seen that in the first half of 2014, the economic efficiency of Enterprises above Designated Size in Guangdong increased steadily, and the deficit area narrowed, and the profit rate increased more than that of the whole country. However, according to the industry survey, the development of garment enterprises under scale is still difficult and the pressure of survival is still large. The most serious problems affecting the production and operation of enterprises are concentrated in the aspects of rising costs, fierce market competition, recruitment difficulties, lack of market demand, trade frictions and so on.

Two, annual development forecast

In recent years, in the face of increasingly complex development environment, from the global economic downturn to the domestic economic adjustment, from the slowdown of consumption growth to the increase of comprehensive cost, from the change of industrial elements to the restructuring of competition pattern, Guangdong garment industry continues to adjust, upgrade and upgrade in depth. On the whole, the apparel industry will probably recover slowly in the 14 years after it touches its bottom in 2013. With the advent of the fine management mode, the focus of enterprise development will be shifted from channel and marketing to the origin of the product brand, and the transformation will be long and painful. The low cost of raw material cost helps to maintain a relatively stable operation and prosperity.

1, export situation: slow recovery. From the economic environment, the trend of moderate recovery will continue in the second half of the year, and the global economic activity will be strengthened and the scope of recovery will be expanded. In the developed economies: the US's two quarter GDP forecast is expected to continue. The European recovery has been out of recession, but the risk has not yet been lifted, and the economic growth momentum is slightly inadequate. Japan's short-term recovery seems to be strong, but structural reform is hard to make progress, and growth is already showing signs of weakness. There is also a lack of growth momentum in the second half of this year. In emerging economies, except for some countries that continue to maintain a relatively high growth rate, some developing countries' economies have seen a big decline and their risks have increased. Although domestic factor cost is high, in the short term, our province's leading export competitiveness will continue.

2, demand side: rise or fall. Changes in industry demand growth will continue to show the trend of "rising and falling inside", while domestic demand is expected to recover from weakness while domestic demand will remain weak. China's economy also has downward pressure and uncertainty. In the process of "micro stimulation", it will continue to optimize its structure, slow down and upgrade its quality, and may repeatedly build its bottom. In general, growth will be in a reasonable range. In terms of domestic sales, the promotion of urbanization and the increase of residents' income will ensure that domestic demand consumption will continue to expand. However, affected by the economy, the residents' consumption will not be high and the demand will remain weak. The relatively low growth rate will become normal. In terms of supply, the new capacity of the industry will be controllable in the future, but the downstream garment industry still faces greater pressure to go out of stock. In the short term, the competition in the garment industry will further intensify under the impact of the electricity supplier. In terms of cost, the main raw material cotton prices are expected to fall when the inventory is high, the supply is loose and policy changes, or the cost pressure of textile enterprises will be eased slightly.

3, transformation and upgrading: innovation and reconstruction. The textile and garment industry has been reconstructing its extensive and extensive extension mode. At the same time, the change of the entire consumption mode also makes the textile and garment industry face new challenges. Consumer shopping behavior is gradually shifting to the Internet under the rapid development of mobile Internet. In the past 2 years, most brand clothing companies are digesting the strategic contraction stage of inventory. Under such circumstances, for brand clothing enterprises, those companies that are able to adjust, execute effectively, and actively explore and innovate in the mode, in order to cope with changes in consumption environment and consumption patterns, will be able to stand out.

4, future competition: o2o integration development. Clothing online shopping channels are developing rapidly, not only the electronic business platform and vertical electricity suppliers have become an important channel for clothing domestic sales, but also the speed of brand enterprises' online and offline integration is accelerating. A more transparent and more symmetrical network channel has diverted part of the second and second line marketing channels. In the era of mobile Internet, great changes have taken place in the traditional industrial business mode. In 2014, the o2o mode was sweeping all industries with thunder. However, no matter how the pattern changes, customers, products and services will always be the top priority.