Gao Dekang: Chinese Clothing Needs To Return To Its Origin And Start Again.

Under the background of the slow growth of the "new normal" economy, the Chinese textile and garment industry has both "Huaguang" and "double eleven" Carnival in the past year, and also exposed the common problems such as weak market demand, comprehensive cost pressure, extensive channel expansion and extensive operation. China's garment industry has entered a new period of transformation, relying on the expansion of the early horse race enclosure and the development mode of raising the profit level by raising the price.

The twelve National People's Congress and the National Federation of industry and Commerce Textile and garment industry Gao Dekang, chairman of the chamber of Commerce and chairman of Bosideng group, had a lot of feelings about this: "shifting and adjusting the growth rate of China's garment industry is essentially the transformation and continuation of growth momentum. We need to have a clear and correct understanding of this. In order to return to the original product and service itself, garment enterprises should focus on the main industry and be loyal to quality, and use the global perspective and Internet perspective to adjust the new competitiveness. He said that Chinese clothing only needs to do enough in every detail to truly become strong in the ecological chain of the global garment industry, so as to ensure that the brand is evergreen.

Gao Dekang believes that the competition between enterprises is no longer simply competition in products, services, channels, marketing, but rather competition in information mastery. Who can grasp the psychology of consumers, grasp the trend of market development, and react most quickly, will win the future. Qualified large enterprises should adapt themselves to the diversification and personalization of the market, take the big data analysis to study the change of the consumers' needs, take the product as the center, innovate the brand system construction, innovate the business mode, and create the enterprise and service brand with the full service chain and the whole process service, so as to create new value growth points and enhance the brand value.

　　 Gao de Kang The representative admits that the formation of the online shopping lifestyle of young people has the most extensive impact on Chinese clothing. At present, clothing category has become the largest and most active category of e-commerce transactions, which has a huge impact on traditional terminal channels, and also puts forward higher requirements for brand operation. "Now everyone says that business is hard to do and not to make money." I think it's not that Chinese clothing is not too much. Instead, it's hard to make good quality products and provide consumers with too many valuable experiences. " He said China Clothing industry We need to improve business efficiency, profit from meticulous management, and further study on brand positioning, operation mode, product system, design and development, logistics and warehousing, supply chain management and so on. We should also take a pragmatic and rational look at the changes in the consumer market, focusing on a series of indicators such as single store efficiency, turnover of products, turnover of inventory, sales rate and gross profit rate.

In fact, the development trend of economic globalization provides an appropriate entry point for the repositioning of the international cultural and international status of China's garment industry, and creates conditions for "going out" to participate in international market competition. According to Gao Dekang's representative, Bosideng's international layout will have innovative ideas and measures. Based on the continuous expansion of the British market, the company will participate in the exhibition of Italy Milan World Expo this year to enhance the accommodation of eastern and Western clothing culture concepts, and will cut into the Italy market at the right time and way, so that Chinese clothing brands will get more recognition in the European market. He also optimistic that the domestic market will increase steadily, indicating that the potential of multi domain, multi-level and diversified domestic demand will be further released along with the development of urban and rural economy, which will provide a broader stage for China's clothing industry.

Gao Dekang is confident of the future of the industry. As the saying goes, to make things better, make yourself better. The door of change has always been opened from the inside to the outside, and the real spring comes from our hearts. Over the past 30 years, Chinese clothing people have made brilliant achievements in the world's first production, export and consumption giants after a generation of struggle. The new economic normal is a challenge and an opportunity. As long as we grasp the general trend and focus on the long run, China's own brand will surely create new brilliance. Gao Dekang said.