2014 Clothing Industry Offensive And Defensive Deeds

Integration of Beijing Tianjin Hebei

News clue: in March 5th, Premier Li Keqiang of China's State Council proposed that the economic cooperation between Bohai and Beijing, Tianjin and Hebei should be strengthened. For the future development plan of Beijing, Tianjin and Hebei, Hebei, Langfang, Baoding and other places have also responded positively, launching relevant preferential policies, attracting Beijing moving batches, Dahongmen and other garment professional markets to Hebei.

Editor's comment: the most direct impact of the integration of Beijing, Tianjin and Hebei on the garment industry is the relocation of the garment industry in Beijing, especially the garment market. For the professional market, the biggest worry for relocation is that the relocation will cause it to stay away from the mainstream consumer market, and wholesalers are also worried about the customer churn and cost increase due to the imperfection of the supporting facilities such as logistics. In fact, the relocation of the specialized market to Hebei is not without any advantage. Apart from the large number of preferential policies, the land and rental costs in Hebei and other places are also low. For this reason, if Hebei wants to undertake the surplus capacity of the garment market in Beijing successfully, it must advance the planning of the industrial park and the specialized market, improve the catering, logistics and entertainment facilities, and attract people from Beijing, Tianjin and other places to this consumption, so as to slow down the consumption loss caused by the relocation of the specialized market.

　　 CHIC Moving to Shanghai

News clue: in May, the Organizing Committee of China International Clothing and Accessories Fair (CHIC) announced that the exhibition was officially renamed "CHIC" and will move to Shanghai in March 18, 2015. After moving to Shanghai, CHIC2015 will join the China international textile fabrics and Accessories Expo (Intertextile) at the National Convention and Exhibition Center (Shanghai) for the same time. The scale of the double exhibition will exceed 200 thousand square meters.

Editor's comment: 2015CHIC moving to Shanghai is definitely a powerful innovation in the context of the transformation of the industry and the exhibition function. Beijing has always had more political and cultural advantages than Shanghai. Therefore, it is more appropriate to transfer CHIC to the economic center of Shanghai as the core of promoting trade and commerce. At the same time, after the CHIC transfer to Shanghai, it can also effectively reduce the exhibitors' cost of garment industry cluster enterprises such as Jiangsu and Zhejiang. These enterprises are also the main gathering areas of Chinese brand clothing enterprises and the main exhibitors of CHIC each year. The fashion show and the fabric exhibition were held simultaneously. It also helps the industry to get through the links of the textile and garment industry chain from the exhibition level, and facilitate the interaction and communication between the upstream and downstream resources of the industry.

Bo Bai Li enters Tmall

News clue: at the end of April, the famous British e-commerce brand ASOS and luxury brand Burberry announced their presence in Tmall mall. At this point, Boboli became the highest brand in Tmall. In early June, the data cube announced the sales of Boboli in Tmall in May. Data showed that the price of Boboli ladies was 536 yuan, the number of transactions was 17, while men's clothing was not sold.

Editor's comment: China Electricity supplier market Huge sales indeed attract many foreign brands, but the research on online consumer behavior in China is not thorough enough. It has also become the reason why many international brands are losing their business. From light luxury brand to luxury luxury Boboli, from the luxury electric supplier to Ms. YOOX, its sales in China are mostly unsatisfactory. In the editor's opinion, the most important reason is that the local high-end consumers are not used to buying luxury goods online. Many people buy luxury goods mainly according to their brand's shopping experience service, and these things can be better displayed online. At the same time, online products have been poor quality, fake goods cluster of bad impression, but also let consumers dare not easily buy luxury goods online.

Boston London layoffs

News clue: at the end of April, Boston was laid off by foreign media. It is reported that Bosideng's layoffs are mainly related to its headquarters in Bradford and its flagship store in London. Layoffs have affected 3 buyers in Bradford, 1 design assistants and design directors, and at least 1 designers in London. After the completion of the layoffs, the relevant work of the dismissed staff will be taken over by the Chinese team.

Editor's comment: as one of the famous fashion brands that China has been trying to "go out" for a long time, Bosideng's attempt to develop Chinese brands overseas is undoubtedly a good reference for making China to the world. Unfortunately, Bosideng, though aware of the shortcomings of China's clothing brand in terms of international recognition and product design, also strives to achieve the "localization" of design upgrading and products in the UK by employing British designers, but it has abandoned the core competitive advantage of local brands in the process of change. Bosteng, which flaunted British design and European production, will undoubtedly increase the production cost of its overseas shop products, and the overall image of Chinese clothing for many years in the international market "low end and cheap" is not an enterprise in London's most famous commercial street to open a "flagship store", flaunt the British design can be reversed. The consumption concept of European customers is more mature, but also relatively conservative. If the design of foreign brands has no characteristics, no good brand image and excellent product quality, it is hard for local consumers to accept it.

life and death Amoy brand

News clue: from the end of 2013 to this year, the Amoy brand has been "sinking". Green box, wheat bag, seven grid and other famous brands have been trapped in the business dilemma. Taobao index released by relevant agencies showed that the representative user volume of Amoy brand declined sharply, which was only 30% of the peak in 2011.

Editor's comment: the rapid development of Amoy brand around 2011 is mainly due to the special background at that time. At that time, most clothing brands did not attach enough importance to the online market. Most clothing brands only used online channels as clearing stocks, which also made it possible to stand out with the trend design and cost-effective brand. At that time, with Taobao and Tmall as the main business platform, in order to change its low-end image, it gave a lot of preferential policy support to the Amoy brand, hoping to reverse the image of the electronic business platform through the support of Amoy brand. After 2011, with the increasing turnover of e-commerce and the increasing acceptance of online consumption habits, many famous clothing brands began to attach importance to online platforms and plan the development of online products. Since then, the competition of various brands on the online market has become increasingly fierce. This has also made the Amoy brands with relatively insufficient financial strength under pressure. The electronic business platform that once promoted the development of Amoy brand has also changed its strategy after attracting enough brand enterprises to enter.