Chen Dapeng, Executive Vice President Of China Apparel Association: Adjust The Reform, Ready For Development

Chen Dapeng, executive vice president of China Apparel Association, delivered a speech at the 2014 China fashion conference.

This year, Garment industry The overall feeling is very difficult. Many enterprises have said that although the past few years are also very difficult, this year is particularly difficult, and some people even use "severe winter" to describe it. We are now in the cycle of economic adjustment. Many contradictions and problems are intertwined, superimposed, economic growth shifting, structural adjustment, and the accumulation of contradictions in the rapid development. In my view, the current operation of the industry can be summed up in eight words: "overall stability, adjustment and transformation". "Overall stability" is the basic situation at present. "Adjustment and transformation" is the development trend of the industry.

We said that overall stability was achieved, as the main economic indicators of the industry increased from January to July. Although the growth rate has slowed down compared with the previous year, it is still room for development. Garment industry production from January to July, 10822 Enterprises above Designated Size, an increase of 3.93% over the same period, an increase of 4.22 percentage points over the same period last year. Domestic retail sales of commercial enterprises above designated size increased by 10.3% over the same period last year, down 1.5 percentage points from last year. Customs statistics show that clothing export volume increased by 5.79% from January to July, an increase of 7.7 percentage points over the same period last year, and the volume increased by 6.75%, down from last year. Looking at the benefits again, according to the statistics of 15049 Enterprises above Designated Size, the main business revenue increased by 9.89%, the total profit increased by 14.29%, and the profit margin was 5.28%, a slight increase over the same period last year. The gross margin of sales has dropped a little, and there is a reason for the rising cost.

From these data, we can conclude that the industry is developing well. Despite the great difficulties, the market downturn, the rising cost of rigour, and the competition from foreign fast selling brands, the mainstream enterprises and backbone enterprises in the industry are generally improving. Because the clothing industry is a basic consumer goods industry, is a highly market-oriented industry, the more difficult it is, the greater the pace and intensity of adjustment, innovation, transformation and transformation, the greater the efforts of the whole industry and enterprise.

Of course, at the same time, we also see the obvious division of the industry. More than 15000 Enterprises above Designated Size account for 16.37% of losses, and the amount of losses is increasing. This year's performance of listed apparel companies is not very satisfactory. While a large number of brand enterprises operate steadily and grow well, some enterprises also have business difficulties or even difficulties. In different regions, there are differences between enterprises and brands in different regions. This year, I have reported something else, or even famous. brand The bankruptcy of the enterprise, the news of the boss running away.

The emergence of this situation, I think, is a normal phenomenon in the process of adjustment and transformation of the market oriented industry. It can not explain and represent the whole industry and the mainstream of the industry. I particularly oppose the exaggeration of this phenomenon. At present, the challenge is not entirely the clothing industry, but also in other industries and industries in China. In contrast, the clothing industry is still in good condition, because we are indeed in a historical period of multiple contradictions and changes.

In my view, the global economic recovery after the financial crisis should be said to be a long-term process, which is still full of contradictions and uncertainties, and the international market is unlikely to recover significantly. In the two quarter, the economic growth in the euro area has stagnated. Japan's economic stimulus policies have not received significant results this year, and the adjustment of the US economy is also very big.

China's economic growth, from high speed to medium speed, is called "new normal". The domestic market has entered a period of slow increment. In the past, the development of quantity type and expansion type, and the contradiction of "homogenization excess" accumulated by the opening of shops to drive the development of performance, speed up the survival of the fittest of enterprises.

In addition, consumers are becoming more rational, and consumer psychology and shopping methods have undergone tremendous changes, especially the rapid development of information technology and Internet technology, which not only promotes the transformation of channels, but also promotes the transformation of enterprise organization mode, production mode and supply chain management mode.

Indeed, we are now in an era of change. The most important thing of this change is the transformation of the industry brought about by Internet technology. Network technology, information technology and e-commerce have changed and even subverted our lifestyle, exchange mode and industrial form. It also reconstructs the relationship between brands and consumers. This is an era of change, and we may never feel so strongly about change as we do today.

"This is the best time. This is the worst of times." Some people say, too bad, some people say, I am very good. Some people say that the water is very deep, some people say that it is not so deep. Industry differentiation is actually a group of enterprises that welcome change, active adjustment, technological progress and vitality, and lead the industry to move towards new direction. This is the main trend of the development of the industry. Despite such difficulties, the mainstream is adjusting the changes, moving forward and moving forward.

I think that in such a period, we must meet the needs of the times, and at the same time, we need to avoid another impetuosity. It is very important that we should return to the origin and essence of the industry with the thinking and strategy of the Internet. Many enterprises do too many other things. Really make clothes, always adhere to the clothing business, you make it bad is also difficult. From this point of view, I would like to talk about three proposals from a relatively simple perspective.

　 First, products.

In the face of consumption changes, we need to increase market information collection and consumer lifestyle research, pay attention to product development, pay attention to market changes, and enhance the ability to transform unique brand style, culture and value into products. Products are always the most important source of clothing industry.

　 The two is technology.

Accelerate the pace of scientific and technological progress, production technology, Logistics technology Network technology, organization and production mode of enterprises, especially the innovation and application of supply chain management and marketing methods. Refactoring supply chain is actually reconstructing the value chain. At the same time, we need to accelerate the transformation of Internet. The purpose of technological progress is to provide consumers with cost-effective products and services.

The three is the persistence, pragmatism and initiative of entrepreneurs.

A few years ago, during the rapid development, many enterprises remained firm, pragmatic and original. But many enterprises are developing too fast, as if omnipotent. Changing the concept of development and cultivating the ability to survive and profit in a slower growth environment is a new normal. The international and domestic market environment will not change immediately. Therefore, we must improve quality and efficiency, and practice the unique business mode and value of enterprises through characteristic management.

In short, in such a new era, we should return to the origin and essence of the industry and keep pace with the development of the times. China's garment industry has entered a period of great change. This is the transition period from quantity to efficiency, and is a period of transformation from industry to technological innovation, organizational innovation and business mode innovation. It is also a forging period from big country to powerful country. Without training, we can not say that transformation and upgrading can not achieve the goal of a powerful country. Now such a development environment is a good thing for the healthy development of the industry and the future. We can see the rainbow after the wind and rain. After such an adjustment and transformation, our industry will usher in a new development period, and the development of the industry will become more and more healthy.