2016 The Clothing Industry Should Not Underestimate Ten Major Problems To Be Solved.

Looking back on the past is to have a better future.

Standing on the new starting point of 2016, how should the Chinese garment industry continue to move forward in the direction of "innovation and development"? "Textile and clothing weekly" has specially combed the events of the past year in the clothing industry, and reviewed the hot topics that will enlighten the future.

1, the traditional brand touches the net.

In 2015, "double 11" list, UNIQLO won the men's and women's clothing sales champion, camel, NIKE, balbala and other traditional brands ranked the first place in shoes, sports outdoor, mother and baby category.

Although the "double 11" model has been criticized in recent years, one hot selling list proves that the power of traditional clothing brands is constantly being released, and that the channel of online competition has become a reality, and the pattern of online retailing has been rewritten.

Over the past year, the traditional clothing brands have been developing the online platform with the help of physical advantages.

For example, a new shopping mode experience shop was opened under the line of Shu long, and the "fan" APP of personalized design was launched by the United States.

The electricity supplier of traditional brand has achieved great results. The power line is no longer a patent for Amoy brand, and the gathering of electronic business platform is a further extension of the power of the traditional brand line.

2, "

Extension

In 2015, the annual hotspots can not be denied "Internet +", and "Internet +" is indeed rapidly infiltrating and pforming the garment industry.

Over the past year, clothing enterprises have been able to take the case of Internet thinking development everywhere: George White will learn from the "Internet +" thinking of running school uniform companies; red collar can pform the factory with the Internet thinking, and cool C2M will realize the platform development of the platform; Hu Chengchu, executive director and vice president of Li Lang (China) Limited, has also made public speeches to "change the status quo of the retail industry with the Internet".

Internet technology is gradually reshaping the traditional mode of industrial economy.

"Internet +" thinking is open.

Every link of the chain, including the opening of production intelligence, information and data pformation, the marketing mode of innovative products, the sale of online and offline products, and the close connection between brands and consumers, shows that the clothing industry has inevitably had to access the Internet thinking. "Internet +" has made the garment industry more diversified and diversified.

3, small and beautiful vitality

"Small and beautiful" is a growing concern since 2015, such as the rise of designer brands, such as the popularity of buying shops.

With the continuous enrichment of circulation channels, such as online stores, micro stores and buyers shops, as well as the continuous integration of scientific and technological means, the market share which seems to be less demanding or poorly sold in the past can even occupy more market share than those that sell well.

This The Long Tail reveals that apart from fist products can dominate the market, niche and personalized products can also create huge market value.

Compared with the "28 principles" that the clothing industry has been paying close attention to for a long time, the long tail economy can enable the garment enterprises to think differently.

This means that small and medium-sized brands can often get products and services that are closely related to the needs of consumers through a more flexible way, so as to remind clothing companies not to overlook the niche and personalized products, and the so-called "small and beautiful" products will bring greater value and profits.

4, comprehensive second child opportunities

In 2015, the second child policy fell to the ground, which is expected to show that the market size of China's pregnancy and baby industry broke through 2 trillion yuan in 2015, of which the market size of mother to baby e-commerce is from 100 billion yuan to 200 billion yuan.

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So, a batch of clothing enterprises began to plan, hoping to have a share in the field.

Han Du she announced cooperation with Pathfinder to jointly invest in the establishment of children's clothing business. Langer group also carried out a series of investment buyout activities, involving many fashion businesses such as mother and baby, cosmetic, cosmetic, stylistic education, and so on, creating a "universal fashion ecosystem" based on lifestyle.

More and more brands have extended their children's clothing to the children's wear market.

The pattern of consumption is about to be rearranged.

It is noteworthy that quality safety has always been regarded as the gate of children's clothing brand.

Recently, balbbara, green box and other children's wear backbone enterprises have taken part in the "enterprise product quality commitment" work and practice the principle of quality first.

Whether cross border or mergers and acquisitions, the essence of the development of children's clothing industry is quality, and the protection of children's clothing safety is the premise of mining children's Red Sea.

5. Enter capital market.

The idea of entering the capital market has never stopped.

Following the women's clothing brand, A successfully landed in the Shanghai stock exchange in November 2015. The three companies of Japan Fashion Group, di Su fashion and Shanghai La Natsu Bell clothing company are planning to visit the Shanghai Stock Exchange.

After IPO was restarted, Shenzhen Mass Phil fashion, Hsing ho shares, Bi Yin Le finery, security fashion group, Ningbo Taiping bird fashion clothing and other garment enterprises also resumed normal audit status.

According to statistics, in 2015, a total of 15 apparel enterprises were waiting in line.

In the 15 apparel enterprises, women's clothing enterprises or women's clothing categories occupy half of the enterprises.

It is foreseeable that in 2016, the clothing market will continue to be in the stage of brand development and integration driven by capital.

6, sports industry dividends

In 2015, Beijing successfully bid for the 2022 Winter Olympic Games, and the 2016 Rio De Janeiro Olympic Games is coming. The sports craze has been ignited again.

The sports industry has become an opportunity for garment enterprises to tap, and many garment enterprises have been developing in a planned way.

For example, the Pathfinder changed the name from "Beijing Toread Outdoor Products Co" to "Pathfinder holding group Limited by Share Ltd", further promoting the development of "outdoor ecological circle"; in June 2015, the card slave road announced the acquisition of Italy sports brand Dirk Bikkembergs 51% stake by 40 million 680 thousand euros; Anta acquired the Russian outdoor and mountaineering sporting goods brand Sprandi, and was preparing to purchase the Japanese professional sports apparel brand Descente.

With the rise of the whole middle class, people's spiritual consumption will be greatly enriched, and mental consumption will become a rigid demand.

The sports industry will enter the outbreak period in 2016.

7, crossover and regression

In 2015, 70% of the listed companies in China's textile and garment industry were doing cross-border business, and diversified routes allowed enterprises to walk more legs.

In fact, there are two kinds of crossover. One kind of crossover may be out of strategic demand for enterprise development: for example, the wholly-owned subsidiary of news bird company has invested 55 million yuan in joint venture with a number of Internet financial companies to set up a small fish gold suit; YOUNGOR invested 1 billion yuan to set up a health industry fund.

Another kind of crossover is actually a return, which aims to deepen the main industry and create industry value: for example, the strategic cooperation between China Garment Association and Haier washing machine. In the new era of Internet, Internet, information technology and industry's in-depth pfer, such cross-border cooperation will achieve better development through the construction of "intelligent use of the ecological care circle".

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8, intelligence continues to heat up

Recently, wood tooth technology and Pathfinder launched a campaign to advocate the power of "accompany" on the network platform.

Its purpose is to urge people to return to their families and care for their children's growth.

The main character of the crowd is smart smart clothing with the emphasis on the function of "accompany".

At present, intelligent products are very common in the market. Apart from smart glasses, sports bracelet, and wearing equipment for positioning running shoes, the extension of smart clothing is gradually increasing.

In 2016, Google and clothing brand Levi 's (Levi's) cooperate to develop intelligent wire clothing with touch remote control function, which will be released in the autumn.

This wave of smart weary will hit again.

It is reported that the market value of the whole wearable device will reach US $170 billion (about 104 billion 500 million yuan) before 2020.

Industry intellectualization brings industrial pformation and upgrading.

In the context of the implementation of the "China made 2025" strategy and the "Internet plus" action plan, the intellectualization will bring great opportunities for the pformation and upgrading of the textile and garment industry.

9, the layout of cross-border electricity providers

In July 2015, the Haining leather city and the Korea intelligence Co., Ltd. jointly built the "cross sea" cross-border e-commerce platform formally launched.

Consumers can buy authentic Korean fashion products through "crossing the sea".

In addition, Haining's leather and fur products will also be sold to Korea through this platform, bringing the fashion power of Haining, China to Korean consumers.

Coincidentally, in 2015, the 100 round trousers industry changed the name of the company to become a cross-border electricity supplier; Semir apparel invested in the South Korean e-commerce platform; camels began to borrow local electricity suppliers to cross the border.

A series of initiatives such as the layout of e-commerce platforms for many enterprises indicate that cross border electricity providers will bring about reciprocity in trade.

According to the Ministry of Commerce forecast, China's cross-border e-commerce import and export volume will increase to 6 trillion and 500 billion yuan in 2016, and the annual growth rate will exceed 30%.

In the context of national cross border policy, cross-border electricity providers meet the needs of consumers in many categories. The layout is intended to achieve the convenience of enterprises in the external circulation of products and inward introduction through the extension of "brand + cross-border e-commerce", and create profits.

10, supply side reform

"Nowadays, the tastes and requirements of consumers far exceed the products that our industry can provide.

This era is a great opportunity for all designers who are good at making products. "

This is the feeling of Chen Yehuai, a senior designer.

From the data of industrial economic operation, consumer demand remains stable.

According to the International Bureau of statistics, retail sales of clothing products increased by 9.6% in ~11 months in January 2015.

Then, what is the fundamental reason why demand can not be satisfied?

The disadvantages of the supply side are also important factors that affect the development of the garment industry. Therefore, we need to reform from the supply side.

This includes many reforms, such as tax reduction, simplifying administration, structural adjustment, etc., to stimulate SMEs to enhance their innovative vitality.

Happiness will never fall from the sky. In 2016, the most difficult adjustment for Chinese clothing enterprises is not product, nor technology, but a change of mindset and concept.

The clothing industry is an industry that creates beautiful and fashionable life, and it is an innovative industry that combines cultural creativity with the changes of the times.

In 2016, only by actively adjusting our mindset and focusing on quality and efficiency can we not lose the beauty and greatness of this industry.