Finding The Fulcrum Of Garment Industry Transformation

Here world Clothing and shoes What is the fulcrum of the transformation of the clothing industry?

Transformation and cross-border are the most talked about topics in the clothing industry this year. Obviously, in order to find the best way to transform the industry, the Chinese garment industry is still exploring.

As one of the important industrial clusters in China's apparel industry, Ningbo has always been the front end of the apparel industry. In 2013, the total output value of Ningbo's textile, clothing and apparel industry reached about 60000000000 yuan, and its sales output value was about 58 billion 200 million yuan, with a total profit of 5 billion 553 million yuan, all of which maintained a year-on-year growth trend. At the same time, Ningbo also has the largest suit and shirt brand enterprise in the country. The production of Western-style clothes accounts for 40% of Zhejiang's total, and the comprehensive occupancy rate of shirts exceeds the 1/4 of the whole country.

Under the new situation of slow growth of domestic demand and slow recovery of external demand, Ningbo garment industry is also facing pressure of transformation. In this regard, how should the Ningbo garment enterprises in the transition period cope with the current development situation? Where should Ningbo garment enterprises seek breakthroughs? What is the fulcrum to support the transformation of the garment industry in the new situation?

　 Farewell dividend Era

"At present, there are not many" good "companies in the clothing industry, and most of them are" getting along ", and many enterprises are getting" tough "and even facing a survival crisis. On the 2014 China clothing forum held in Ningbo, an industry expert pointed out the survival predicament of the current garment enterprises, and the profit statement of many famous garment enterprises also confirmed this fact.

Yang Dayun, President of the excellent international fashion brand investment company, told reporters according to the data of his research. At present, 80% of the profits in the clothing industry are declining. Among them, many enterprises that have been making good profits have begun to encounter development bottlenecks. "Take the famous women's clothing brand as an example, its corporate profits have maintained a relatively high growth trend. But from last year, Baozi's profits began to drop. " Yang Dayun said.

For the growth of many enterprises, Yang Jinchun, Secretary General of the China clothing association, believes that this is mainly due to the current "new normal" economic situation. Low speed growth will become a new situation for many garment enterprises in a long time.

In Yang Dayun's view, one of the most important reasons for the industry to bid farewell to the era of rapid growth is the end of the demographic dividend era. "The development of the consumer goods market depends heavily on the demographic dividend. With the end of the demographic dividend, enterprises are destined to face the increasing labor costs. Meanwhile, the aging of the consumer market will also push the consumption structure of the market to further change." Yang Dayun said.

"This proposition is not only for Ningbo but also for the national garment industry." Chen Guoqiang, vice president of China Apparel Association and director of the Institute of industrial economics, China Garment Association. In his view, in the Internet age, the garment industry must adapt to the new normal in order to achieve transformation and upgrading. Through cross-border thinking, we should accelerate the integration of channel innovation and industry and enhance brand life and vitality.

Obviously, to adapt to the "new normal" in the new environment, a channel reform is inevitable for enterprises.

　　 Traditional thinking can not play Internet.

"This is the best era. This is the worst era. It's because it's full of opportunities that can create wealth miracles. The difference is superimposed on the Internet and demand, and everything is uncertain. Today is very difficult, tomorrow will be more difficult, and transformation is not as easy as it sounds. " In Yang Dayun's view, the electricity supplier provides a new channel choice for the traditional clothing enterprises, but also puts forward higher requirements for the transformation channels of the enterprises.

In this regard, traditional thinking is obviously not playing the Internet.

"In the first year, the development of e-commerce is not smooth, and we have encountered many problems." Wu Kunming, chairman of Gao fan group, is trying to find out why. "Later I discovered that to really do well in e-commerce, we must use the Internet thinking that is different from offline operation, and we must change to a new team to operate."

After the team's massive exchange of blood, Gao fan's e-commerce business has also developed rapidly. In Tmall's "double 11" sales promotion activities, it has always been in the forefront of the sales of down garments category. Wu Kunming has also summed up his three experience in the field of Electronic Commerce: to take the electricity supplier as a top priority project, constantly learn new technologies and knowledge of the Internet, and raise the net sales of brand online.

And for Online retailers The development of the channel has enabled Gao fan to better control the inventory of enterprises while improving sales performance. In 2012, Gao fan achieved a performance of 24 million 600 thousand yuan, but its product inventory rate was around 15%. In 2013, the total sales performance of Gao fan online reached 150 million yuan, but the inventory of enterprises remained at a relatively good state. The inventory rate had been kept at around 8%, far lower than that of many traditional clothing enterprises.

"The era of barbaric growth has become the past, we must say goodbye to the past, adapt to the new situation, take the cross boundary as the world view, take channel innovation and industrial integration as methodology, return to make products, and win the future by improving efficiency and quality." In Yang Jinchun's view, no matter how the market environment changes, in the final analysis, good product is the first prerequisite for enterprises to enhance their competitiveness.

To achieve these, enterprises must remold their competitiveness through cross-border integration of various resources to cope with the rapidly changing market changes.

Cross-border force

"The integration of clothing and technology is becoming more and more closely related, and every technology can bring all-round changes to garment production and provide powerful impetus for the transformation and upgrading of garment industry." Chen Guoqiang believes that in the face of the new Internet market, traditional enterprises must first enhance the speed and efficiency of their reactions through the introduction of new technologies.

Subverting the intellectualized equipment of "one person, one machine" mode is bringing a series of changes to the garment industry. At the same time, in the face of high labor costs, "machine generation" has also become an important project to explore and promote the clothing industry in Ningbo.

In addition to technological changes, Zhou Xueming, deputy director of the Ningbo Municipal Commission of letters, said that in addition to improving the quality and efficiency, it is necessary to enhance the competitiveness of Ningbo enterprises and promote the transformation of Ningbo's clothing industry from the traditional dominant industries to the fashion industry. Cross border fashion, integration of fashion resources and design power has also become an important issue for Ningbo clothing enterprises to face.

In this regard, Ningbo has hosted Ningbo international in recent years. Costume festival Inviting famous clothing companies and designer brands at home and abroad to participate in the exhibition, they also organize fashion week, cooperate with China Fashion alliance, organize new designers to enter various activities such as Ningbo, attract excellent design resources and clothing talents to serve the Ningbo enterprises, and promote the fashion turn of Ningbo's garment industry.

Ningbo's exploration of the garment industry may be just a microcosm of China's garment industry exploring transformation and cross-border. But Ningbo's experience in exploring industrial transformation has also provided new inspiration and reference for the developing garment industry.