2014, The Clothing Industry Is Looking For Directions From "Chaos".

2014 may not be the end of all clothing. enterprise A year of great joy, but for the development of the garment industry, 2014 is definitely a crucial year.

This year, the Chinese apparel industry faced the transformation examination. The digital indicators of clothing industry changed from Crazy growth to rational regression. In the face of the new normal growth of the garment industry, enterprises are trying to find a new "direction" for future development in the new market environment.

　　 Industry westward

Xinjiang is definitely the most explosive year in the steady development of the garment industry. clothing A key word for human industry enthusiasm.

In July 18th, the the Xinjiang Uygur Autonomous Region government held a press conference on promoting employment of textile and garment industry in Beijing. It issued ten preferential policies formulated by the state and autonomous region in developing textile and garment industry to promote employment in Xinjiang, namely, the establishment of special funds for the development of textile and garment industry with a scale of about 20 billion yuan, special preferential tax policies, preferential tariff reduction, textile and clothing subsidy, Xinjiang Cotton Subsidy, staff training and social security subsidies, support for centralized construction of printing and dyeing wastewater treatment facilities, increased support for Southern Xinjiang and increased financial support.

The the Xinjiang Uygur Autonomous Region government will also release the Xinjiang textile and garment industry development plan later: in 2023, Xinjiang will eventually achieve the target of 1 million people in the textile and apparel industry chain.

The country has constantly launched various favorable policies for the Xinjiang region. The most important thing is to maintain stability in Xinjiang. In order to achieve these goals, Guan Jian still needs to solve the local problems, especially the minority in Xinjiang. Nation The employment of the people. In this regard, as a labor-intensive textile and garment industry, it also ushered in a new opportunity for westward development. In order to attract more garment enterprises to develop in Xinjiang, the state's support policy for Xinjiang's textile and garment industry is also constantly increasing.

In the first half of the year, the Xinjiang local government announced that it continued to invest 40 million yuan in special funds to support 41 garment enterprises in the development of Xinjiang. One of the most supportive policies for Xinjiang was launched in early September.

In September 17th, the people's Government of the Xinjiang autonomous region officially announced the implementation plan of Xinjiang cotton target price reform pilot program, and promulgated the Xinjiang cotton target price subsidy rule, stipulates that when the cotton market price is lower than the target price, the state will subsidize cotton farmers. The policy was approved by the State Council and Xinjiang was the first pilot project. The implementation of this policy is self-evident to the great cotton producing province of Xinjiang. At the same time, it will also play a good role in boosting the development of Xinjiang's textile and garment industry.

　　 Opportunities continue to move westward.

On the third Plenary Session of the 18th CPC Central Committee of ~12 November 9th, the General Assembly adopted the policy of expanding the opening of the inland border to the West and promoting the construction of the Silk Road Economic Belt. This policy is the combination of the western development strategy and the opening up strategy, aiming at promoting the economic development of the western provinces. As a big western province, Xinjiang, which is also on the border with the Central Asian countries, will usher in its own development opportunities and become another window for China to trade with Central Asia, West Asia and Europe. At the same time, it also provides greater attraction for textile and garment enterprises to enter the West.

　　 Business Vientiane

The rapid development of the electricity supplier has disrupted the business pace of the commercial real estate operators in the past, and began to explore a new format mode to deal with the fierce impact of the electricity supplier.

Under this framework, more and more business formats begin to appear online and offline in the business market.

Personalization and differentiation are the two years of Guan Jian's business. In this regard, more and more shopping malls, SHOPPING MALL began to introduce the purchase of mobile phone system, and increase the introduction of designer brand, tide card and so on. At the same time, shopping centres continue to improve sales discounts to deal with online shocks.

The intensity of online warfare has also escalated. Taobao and Tmall are no longer a single company. Jingdong has risen vigorously, and has surpassed Tmall repeatedly in this year's electricity supplier flow rankings. At the same time, Tencent is also developing micro businesses to strive for a share in the mobile client market.

Although the leading position of Alibaba has begun to face challenges, this year's listing on the New York stock exchange has finally pushed Ma into the throne of China's richest man.

At the same time, designer brand has also become the Guan Jian in this year's commercial market competition. In addition to increasing the introduction of designer brands into offline shopping malls, the major online providers have also pushed for original design. Tmall has launched an original design area, and Dangdang is also an independent designer platform. At the same time, all kinds of designer shops and buyer shops are also appearing in the commercial format. The market is showing the whole picture of new business models.

　　 Eastward direction of style

Oriental elements continue to be hot in fashion in 2014.

At the beginning of the 2014 autumn winter fashion week in New York, designer Reem Acra used embroidery embroidery technology in his dress, and modernist way to deduce the traditional Oriental beauty.

In recent years, the use of Oriental elements in international fashion has gradually become a trend. In the Milan spring and summer fashion week, which ended not long ago, GUCCI and Prada both joined the Oriental elements in their publications. For example, GUCCI joined the eastern elements and tailoring designs in the costumes, flowers and birds, embroidery, peony and cardigan design, while Prada used the Oriental flower brocade and other fabrics in the works released this season in the year of 2015.

The holding of 2014APEC has also become a powerful promoter of China's voice producing world.

At the 2014APEC summit, leaders and spouses of the 21 economies showed their oriental culture and Chinese clothing when they appeared in the new Chinese style outfit. At the same time, Chinese designers' participation in the fashion design of APEC leaders not only revived many traditional elements, fabrics and handicrafts, but also launched the exploration of "new national costume".

　　 Corporate chaos

"Lost contact" is the high frequency vocabulary of garment industry in 2014. There are some problems in the development of garment industry this year after transformation pains. These problems are concentrated in the leisure wear industry.

In the first half of this year, Baleno's parent company De Yongjia announced that as of the end of March 2014, the number of outlets in its mainland market was as high as 388. In late June, the boss of bosendo was losing contact with many suppliers, and many suppliers were in a series of debt crisis. In July 25th, Ding Hui, the owner of the domestic business casual men's clothing brand, who was just listed in Hongkong earlier this year, lost contact with the company. He had been in debt for more than 2 billion yuan, and the stock had been suspended since then.

The drop in the growth rate of the industry also lets more and more garment enterprises set foot in other industries to seek breakthroughs. Shanshan continues to increase the scope of new energy; YOUNGOR's clothing, real estate and financial "three pillars" business has become a pattern; Semir, AOKANG, red dragonfly, and news birds stake in civil and commercial banks, holding 10% respectively; and nine Mu Wang invested 800 million yuan to set up Tibet branch, which mainly owned equity investment and clothing business.

There are "runaway" and "return" in the industry, and many garment enterprises stabilize the position of the industry through mergers and acquisitions. Han Du Yi house bought amo and other brands, and integrated 240 factories to improve its own industrial chain. Seven wolves, nine Muwang and news birds were responsible for finding suitable takeover targets and realizing multi brand business expansion. In August, the United States transferred the Changan fund equity stake to promote product and supply chain innovation, O2O experience shop upgrading and so on.

The garment enterprises in 2014 seem to be "chaotic", but in fact, they are trying to practice and explore strategies for self transformation under the new normal situation of low speed growth. This is also a painful process that local garment enterprises must realize in the new situation of the industry.