Chen Dapeng, Executive Vice President Of China Apparel Association, Talks About The Real Driving Force.

It is a great honor to exchange ideas with you on the innovation and development of the garment industry at the annual industry innovation annual meeting.

Recently, I have been thinking about a problem. After 30 years of rapid development, China's garment industry has entered a new era of comprehensive adjustment, pformation and upgrading.

At present, the state regards the "innovation driven" as the most important driving force for the next development of the manufacturing industry. How should the industry and enterprises correctly view innovation? What kind of innovative concept should be set up?

As a very market-oriented industry, over the past 30 years, we have been developing continuously. Entrepreneurs have many innovative ideas and are very advanced.

But we must objectively see that it may be because some formalized and superficial innovations have led to some difficulties in the development of some enterprises.

In the new period of adjustment, innovation is very important in the face of changes in demand and market, but we need to think rationally about the essence of innovation.

In fact, the clothing industry is dominated by small and medium-sized enterprises, "small businesses do professional, big enterprises do platform", each enterprise should clearly understand its position in the entire industry chain, do special work and do fine, and implement every link innovation to provide consumers with the best price performance products and services, so that innovation can truly become the driving force of enterprise development.

Last month, I participated in the 2014 Sino French fashion summit. I was deeply aware of the Sino French exchange of clothing entrepreneurs in one day. I felt that the speech of the French brand representatives was very simple and simple, without the experience and reason of the tall people, or even heard the word "innovation".

The theme of President Hermes's speech is "the pursuit of high quality products, the craftsmen spirit, the attitude towards products like artworks"; the president of Agn s B talks about product development, consumer research, especially the analysis and grasp of international markets of different countries.

Similarly, at the 2014 China enterprise exchange conference in Japan, the Muji well, chairman of the company, introduced the brand development process, brand positioning, product development, system management, supply chain, terminal channel, store upgrading, consumer research, international market research, and even the relationship between climate analysis and commodity allocation in different countries in 1.5 hours.

After listening to it, I was very moved and understood why such a brand can be sold in the world, and it can develop so fast and steadily.

They are all world-class enterprises, and are truly innovative brands. They do not regard innovation as a slogan, they always talk about it, but every step of their development and promotion is innovation.

Their innovation is based on the nature of business, industry and business principles, based on consumer demand, based on market changes.

Their innovation has been integrated into the blood of enterprises, and has truly become a force to promote the development of enterprises and brands.

In recent years, we feel that the market is not very good. We should take an objective view of the current industry and market. The clothing industry is a basic consumer goods industry. The consumption of clothing is actually not very flexible by economic fluctuations.

From 1 to October 2014, the sales of clothing in our country increased by 10.6%. Although the growth rate is decreasing year by year, our market base is expanding year by year. China is still the market with the greatest potential for development in the world.

At present, consumer demand is changing, consumption patterns are changing, market structure is changing, enterprise development is from shortage to homogenization, from scale to multi-level, diversification and individuation, and channel development has also been extended from single agent to direct channel, trusteeship, electricity supplier and so on.

Many enterprises now encounter difficulties and problems because they fail to adapt to and keep pace with changes in the environment.

We can see that in the course of the rapid development of the past, some enterprises are addicted to impetuous formalized innovation, and some even deviate from the essence of enterprises and industries.

For example, for the sake of the idea of "channel is king", the shops are constantly expanding, and there is no analysis of the market and consumption rationality. Nor is there a complete system to support it. The emphasis on the integration and collaboration of the upstream industry chain is not enough.

Entrepreneurs pay more attention to terminal development, pay attention to good relations with shopping malls, and not attach much importance to upstream fiber enterprises, fabric enterprises and manufacturing enterprises. Although everyone is talking about the importance of products, they do not really regard products as the core.

Behind the rapid development of UNIQLO in Japan, there is a rapid reaction supply chain system supporting many excellent enterprises including fiber, fabric, design and research, manufacturing, warehousing and logistics.

At present, China is the best.

The most excellent clothing manufacturing enterprises are serving these international brands, and they have not attracted enough attention from domestic brands. The efforts of Chinese clothing brands in constructing the industrial chain system and supply chain system are not enough.

In fact, in the past few years, China

The upgrading of the industrial chain is developing very fast. How to form an integrated innovation system and mechanism for the future clothing and the upstream and downstream enterprises? How to effectively manage the supply chain system has become an important issue for the clothing enterprises to ponder over the next step, and also an important content to promote the pformation from "big clothing country" to "strong clothing country".

At present such a

Innovation is the mainstream in the period of industry change, but we should take all the innovations from the perspective of the nature and attributes of industry and industry, because innovation is pragmatic.

It is gratifying to note that in recent years, a group of enterprises that are able to meet challenges, actively adjust, focus on the main industry and products, and be pragmatic and innovative have been at the forefront of the industry. These enterprises are leading the next step of innovation and development of the industry, and they will be the mainstay of the future development of the industry.

This is my own thinking about innovation. Thank you!