Traditional Thinking Can Not Turn Internet Apparel Industry Farewell Dividend Era

Under the new situation of slow growth of domestic demand and slow recovery of external demand, Ningbo garment industry is also facing pressure of pformation.

In this regard, in the pitional period

How should enterprises cope with the current development situation? Where should Ningbo's clothing enterprises seek breakthroughs? What is the fulcrum to support the pformation 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 pformation and upgrading. Through cross-border thinking, we should accelerate the integration of channel innovation and industry and enhance brand life and vitality.

Obviously, we need to adapt ourselves to the new environment.

A change of channel 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 pformation 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 pformation 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.

As for the development of e-commerce channels, Gao fan has better controlled 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 getting closer and closer. Every technology is possible.

Production brings all-around changes, and it will give powerful impetus to the pformation and upgrading of the 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 pformation 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 recent years, in addition to holding the Ningbo International Fashion Festival, Ningbo has invited famous clothing companies and designer brands at home and abroad to participate in the exhibition. In addition, the fashion week has been held in cooperation with the fashion alliance of China. New designers have come into various activities such as Ningbo to attract excellent designers and talents to serve Ningbo enterprises and promote the fashion turn of the Ningbo garment industry.

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