China's Textile Industry Has Reached A Turning Point, And Consumer Psychology Has Become The Key.

"How is the textile and garment industry this year?" "more difficult than last year."

"To the bottom of the valley?" "it's hard to say."

This is a dialogue during the interview with Yin Guoxin, chairman of CHENFENG group. Although the output value of the garment export business has been growing by more than 10% per year, Yin Guoxin, vice chairman of the China Textile Import and Export Chamber of Commerce and vice president of the China clothing association, is quite pessimistic about the industry.

Take Jintan, Jiangsu textile town, where the morning wind is located, for example, in the first half of this year, sales of local textile and garment enterprises above Designated Size dropped by 10%. "In the past, anyway, this figure is still growing, just the difference between the growth rate, and this year is the worst, it has dropped." Yin Guoxin predicted that the textile industry will face a severe test from now until the Spring Festival of 2016.

Yin Guoxin's view is not unique. Some media use the "Dark Age" to describe the current situation of China's textile industry. It is reported that this year, the textile and garment industry in Foshan, Guangdong, especially small and micro enterprises, is in a dilemma. From January to May, Foshan's textile and garment industry achieved an industrial output value of 39 billion 876 million yuan, an increase of 2.3% over the same period last year, and realized export of US $1 billion 251 million 820 thousand, down 0.7% compared to the same period last year. Stop production and underemployment are relatively common, orders are declining, industry reshuffle intensified.

The head of China Textile Industry Federation believes that the textile industry has bid farewell to high growth and entered the "medium speed growth stage".

Analysis of the industry, at the moment, the biggest challenge facing the development of China's textile industry comes from the difference between domestic and foreign cotton prices. In the two quarter, the difference spreads to 5500 yuan / ton, and a large number of cotton spinning enterprises can only stop production. On the other hand, with the impact of Bangladesh, Vietnam and other Southeast Asian countries, the share of China's textile industry in the international market has been declining.

and Yin Guoxin In particular, the market downturn is different from before. "The current situation is not how to deal with the subsequent impact of the international financial crisis, or if we are going through the cold winter, we can no longer blame the weakness of the market environment, but rather face up to the reality that China's textile industry has reached a turning point."

A significant change in the textile and garment industry is that the mentality of consumers is becoming increasingly difficult to grasp. In short, it is necessary to predict what clothes are better to sell. As a result, some clothing brands have decided to change their products from one year ahead to half a year or even three months. "Only closer to the market can we better grasp the demand. It is surely more accurate to predict what will be fashionable in winter this autumn than in spring." Yin Guo Xin said.

In fact, in recent years, " Fast fashion The rise of brand ZARA and UNIQLO confirms the above view. Most retailers launch a batch of new products every quarter, and ZARA from Spain will update their products every two weeks, which is almost unthinkable before.

Ever-changing Internet It is also changing the face of the traditional textile industry: the textile industry will become more transparent and closer to consumers. Whether we grasp the pulse of the market or expand the development space, the situation and perception of an enterprise can often serve as a mirror for an industry. For Chinese textile and garment enterprises, we should pay close attention to the extensive development mode, carefully consider and adjust the links such as management, design, manufacture, service and so on, and closer to consumers is the way out.