How To Keep Consumption In China? Innovation Drives Demand Side.

In March 9th, during the two sessions of the industrial and commercial union group discussion, Fu Jun, the chairman of the CPPCC National Committee and chairman and President of the new Hualian Group, showed a popular entry in the "380 thousand yuan watch".

Behind this show, it has also drawn people from all walks of life.

Pondering over development.

This is also an important breakthrough in the pformation and upgrading of the textile and garment industry.

How to keep consumption in China?

From the state "

"Since the reform, how to go inventory, adjust the structure and achieve effective supply has always been the focus of attention in the industry, and this is exactly what it is.

Industry needs to improve its direction.

"Although the market environment is sluggish, the consumption volume of overseas Chinese is increasing year by year, and more and more Chinese are buying overseas clothing products."

Zhang Huaming, President of the National People's Congress and President of Hua Zhi Yi fashion group, said.

The strong purchasing power of overseas Chinese can also be confirmed by media interviews with Salvatore Ferragamo CEO Michele Norsa of Italy luxury group during Milan fashion week.

Michele Norsa said that the Salvatore Ferragamo group performed well in February, thanks to the stimulation of spring festival tourism consumption in China.

In view of this, Zhang Huaming said that how to keep the purchasing power of the Chinese people at home and lead the consumption reflux through product innovation and quality improvement is the key to the upgrading of the local clothing brand in the future.

It is also an important task for the industry in the "13th Five-Year" stage in addition to spending consumption at home, increasing the brand of Chinese clothing, enhancing the international influence of "made in China", and promoting the "going out" of Chinese brand enterprises.

In this regard, how should the industry proceed?

Innovation drives demand side

To stimulate consumption in domestic demand and retain domestic purchasing power, the CPPCC National Committee member and general manager Kim Jianhua, general manager of Shanghai Pei Luo Meng, think that to enhance the key to international competition in "made in China", we must first increase the construction of local independent brands.

"Brand competitiveness has become the manifestation of a country's comprehensive strength.

Over the past 20 years, the practice of market economy and reform and opening up has pushed Chinese enterprises into an international wave of brand competition. China has also grown up a large number of excellent national brands such as Haier, TCL, Lenovo and so on. However, at present, there is hardly a real international brand in China.

Jin Jianhua submitted proposals during the two sessions this year, emphasizing the importance of promoting national brand building.

"Brand" has not only become the most stable business factor and core of the enterprise in the market, but also has become the core wealth of the national industry and an important component of the national industrial competitiveness.

Jin Jianhua wrote in the two sessions' proposal submitted this year.

He believes that only by launching China's international brand can we retain domestic consumption and enter the international market.

And the key to building local international brand lies in innovation.

Gao Dekang, President of the National People's Congress and President of Bosideng group, said 61 innovations were reported in the government's work report this year.

"Putting innovation on the top of the 5 major development concepts fully embodies the importance of innovation in the overall development."

Gao Dekang believes that for the textile and garment industry, innovation is to strive to improve the supply of products and services, improve the quality of consumer goods, speed up the integration of quality and safety standards with international standards, and cultivate the craftsman spirit of excellence.

"We can no longer rely on traditional low-cost competition. Instead, we should focus on supply side reform, increase varieties, improve quality, create brands, constantly innovate ideas, innovative models and innovative products, and use Internet thinking to provide more green products to meet the increasing consumer demand of consumers."

Gao Dekang said.

Indeed, to achieve green development, product upgrading and brand building by innovation is not only a requirement for the industry to achieve sustainable development, but also a "self revolution" that the industry must be forced to consume.

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Enhancing effective supply is the key.

"In recent years, physical business has been sluggish, but that does not mean that there is no demand in the market."

Wang Limei, deputy director of the National People's Congress and general manager of Hongbo business in Harbin, told the China textile daily that it is not enough to rely solely on manufacturing industry to do well.

To achieve "selling well" is also the demand of the current supply side reform to the clothing industry.

In order to achieve these, Hongbo commerce is reforming from 3 aspects.

Lu Hao, governor of Heilongjiang Province, has always stressed three things in promoting the development of the province's economy: how to achieve "grow well and sell well", and then "grow well" through "selling well", which is also applicable to the reform of the garment industry.

Wang Limei said.

In order to help its merchants better understand consumer demand, Wang Limei organized 5 businessmen to study in Korea last year.

"South Korea's clothing ecosystem is worth learning from our clothing industry, from a wholesale market to a brand DUTA, and then to a shopping mall. This business structure has formed a perfect industrial chain, providing business support for brand growth."

Wang Limei told the China textile daily reporter that unlike the Chinese merchants, Korean clothing merchants in various professional markets did not simply act as "porters of garment manufacturers". They sold them at a price increase. Instead, they made market demands and promoted self development through the combination of collocation, design and products.

After visiting the clothing market in Korea, Hongbo merchants touched a lot. Changing the past "manufacturer porters" business model and launching the "n+1" market model innovation is already a matter for Harbin Hongbo business to push ahead.

"At present, we have launched more than 100 business innovation models to cope with changing consumer demand."

Wang Limei said.

In fact, whether the industry is overstock or sales sluggish, the crux of the problem lies in the fact that there is no effective supply.

To this end, Zhang Huaming, who is committed to reversing the outflow of consumption, said that the domestic brands and retailers should completely pform their business ideas, push forward the supply side reform, truly take the customers as the center, and be more beautiful and closer to customers, so as to lead the consumption back flow.