The Apparel Industry Is Facing An Unprecedented Dividend Policy. Guidelines On "New Consumption" Policy

Since the beginning of this year, the central government has issued various industrial policy guidance documents to promote the pformation and upgrading of China's economy.

The development of industry provides larger market space and development direction.

It can be said that the apparel industry is facing an unprecedented policy dividend period, and it also poses higher challenges and requirements for the pformation and upgrading of the garment industry.

The guidance issued by the State Council on actively giving play to the new consumption guiding role and accelerating the cultivation of new supply new power has been fully deployed to guide industrial upgrading with consumption upgrading, and increase new supply through institutional innovation, technological innovation and product innovation, so as to create new consumption and create new impetus.

The guidance points out that the new consumption, which takes the upgrading and upgrading of traditional consumption and the rising of new consumption as the main content, especially the key areas such as service consumption, information consumption, green consumption, fashion consumption, quality consumption and rural consumption, will lead the rapid growth of related industries, infrastructure and public services investment, and expand the new space for future development.

For the clothing industry, the guiding opinions clearly point out that the new consumption mainly includes six major consumer contents, namely, service consumption, information consumption, green consumption, fashion consumption, quality consumption and rural consumption. Among them, fashion consumption is directly related to the clothing industry, and the apparel industry will have more "big" in the process of pformation and upgrading.

The nature of "big consumption".

However, quality consumption and service consumption aside from its specific contents, it has a guiding role in essence, suggesting that clothing enterprises have higher quality and more personalized products at the manufacturing end, and provide higher level services and experience at the sales side.

The content of "new consumption" provides a general direction for the pformation and upgrading of the garment industry.

On the specific content, "guiding opinions" pointed out that "with the end of the imitation wave like consumption stage, personalized and diversified consumption has become the mainstream, especially the younger generation's preference for fashion brand goods and services that embody personal characteristics, which will accelerate the development of industries related to consumer experience, personalized design and flexible manufacturing."

This is the main content of "fashion consumption".

It is mentioned here that the imitation of the wave type consumption stage has basically ended, which means that the extensive development model of large scale manufacturing, homogeneity production and strong push pads in the garment industry has passed.

It can be predicted that customization, intelligent manufacturing and flexible production of garment industry will become normal in the future. Many garment enterprises have explored and tried in this field.

With regard to "quality consumption", the guiding opinions point out that with the continuous improvement of residents' income level, consumers, especially middle income groups, put forward higher requirements on the quality of consumption, and the development potential of brand goods with more security, practicality, comfort, beauty and taste is huge.

Such consumption involves almost all traditional consumer goods and services, and will promote upgrading and upgrading of traditional industries.

The opinions clearly emphasize that the majority of consumers, especially the middle income class, will be the main force of future quality consumption, which corresponds to the "middle income trap" that the central government refers to, and is also a big market space for the pformation and upgrading of the garment industry as a traditional industry.

With regard to "service consumption", the guiding opinions point out that with the improvement of material living standards, education, health, pension, culture, tourism and other services that satisfy people's quality of life, improve demand, and contribute to the accumulation of human capital and the enhancement of social creativity will grow rapidly.

For the clothing industry, these service consumption areas are the key areas of diversified pformation of garment enterprises. Clothing enterprises are involved in education, health, pension, culture, tourism and other fields, and tend to become more and more obvious.

The "new economy" policy is frequent: the direction of garment industry pformation and upgrading is increasing.

Since the beginning of this year, under the background of China's economic development entering the new normal and entering the medium and high speed growth stage, the central government has issued a number of guidelines on industrial policies, excavating the potential of China's economic growth and promoting the pformation and adjustment of China's economic structure.

These industrial policies also provide more paths and options for the pformation and upgrading of the garment industry.

An obvious area is the new economic form of the Internet.

The latest news is that the Ministry of industry and commerce is formulating a three year period.

"Short-term implementation plan.

The plan focuses on eight major action plans: Intelligent Manufacturing Pilot, intelligent manufacturing system solution capability, information infrastructure, and new format development. Its goal is to establish and improve an ecosystem based on "Internet + manufacturing".

This is the concrete implementation plan of the State Council's Guiding Opinions on actively promoting the "Internet +" action as the "Internet +" guidance document issued in July.

The "guidance" is detailed and specific, including Internet + entrepreneurial innovation, collaborative manufacturing, inclusive finance,

Wait for eleven key actions.

Take the Internet + e-commerce as an example, the guiding opinion is to encourage enterprises in energy, chemical, steel, electronics, textile, medicine and other industries, and actively use e-commerce platform to optimize procurement and distribution system, so as to enhance the efficiency of enterprise operation.

Promote online pformation of various professional markets, guide traditional business circulation enterprises to integrate resources with e-commerce enterprises, and actively pform to supply chain collaboration platform.

Encourage enterprises to use mobile social networking, new media and other new channels to develop new modes of Internet marketing, such as social business, fans and so on.

Since the beginning of this year, apparel enterprises have been combining online and offline, developing O2O mode, industrial capital plus Internet plus platform. Under the influence of policy, garment enterprises and Internet plus have more and more actions. In the future, more clothing enterprises and Internet + combination modes will be spawned.

In addition, in the field of sports, culture, tourism, cross-border electricity providers and other service oriented economic industries, the state has also significantly increased the intensity of policy release.

At the end of last year, the State Council issued some opinions on accelerating the development of sports industry to promote sports consumption, and put forward the 5 trillion scale sports market by 2025.

In his report on the work of the government, Premier Li Keqiang of the State Council put forward the idea of "developing the national fitness, competitive sports and sports industry", and elevate the sports industry to the height of mass sports and competitive sports.

The policy guidelines urge the clothing industry capital to increase investment in the sports industry, or to establish sports industry M & A fund, or to join sports related enterprises, or to acquire sports enterprises, or to launch strategic cooperation with sports enterprises.

With the further release of sports industry market space, more clothing enterprises will enter the sports industry "Nuggets".

In terms of cross-border electricity providers, the State Council issued a series of opinions on accelerating the development of e-commerce and accelerating the development of new economic power in the year, and accelerating the development of cross-border e-commerce business. In the 13th Five-Year plan, the central government proposed that "the public cultural service system is basically completed, the cultural industry has become a pillar industry of the national economy, and the influence of Chinese culture has continued to expand", emphasizing that the cultural industry will become the pillar industry of the national economy in the "13th Five-Year" period. In August this year, the State Council issued the "opinions on further promoting tourism investment and consumption" to promote the development of the tourism industry.

These industries that welcome favorable policies have already entered the garment industry capital.

With the further advance of the national economic reform and economic restructuring, it is expected that the state will further release more "new economy" industrial policies, which will have greater attraction for the capital of garment industry, and will also promote the pformation and upgrading of garment enterprises in the face of more directions, and the characteristics of the differentiation of the industry development mode will be more obvious.

Behind the policy dividend, garment enterprises face higher challenges and demands.

Recently, the "supply side reform" has become a hot word. The central authorities have proposed that, while moderately expanding the aggregate demand, we should focus on strengthening the structural reform of the supply side.

What is the supply side reform? Simply speaking, it is not always stare at the demand side, but more from the supply side to find ways to improve efficiency, tap potential and create more effective demand from the supply side.

In other words, the supply side problem still has many problems. The specific performance is overcapacity, high cost, and the output efficiency of production factors needs to be improved.

These problems also exist in the clothing industry. The high inventory and homogenization problems corresponding to overcapacity, the high cost of production and operation mode make the brand strength of garment enterprises face greater resistance and so on. All these problems need to be solved in the process of pformation and upgrading.

On the whole, the intensive publication of new consumption and new economic policy is a concrete embodiment of the "supply side reform" requirement.

Garment enterprises face unprecedented dividend policy in pformation and upgrading, but they also mean that garment enterprises are faced with greater challenges and higher requirements, so that they can really seize the development opportunities provided by dividend policies and achieve real and high quality pformation and upgrading.