The Market For Professional Wear Is Gradually Saturated, And There Is A New Way Out For School Uniforms.

Recently, China Apparel Association According to the survey data, it is concluded that in the next ten years, China's professional wear market will undergo a major reshuffle, and a large number of professional clothing brands will no longer exist, and the surviving brands may also face many plight, survival difficulties and space compression. This conclusion has also been recognized by the small and medium-sized enterprises in the professional apparel industry for decades. The professional products in China are unknown (brand), lack of value and competitiveness, and can not adapt to the increasingly liberal, casual and open fashion orientation through good design. How to break through this difficulty has become the confusion of many small and medium-sized entrepreneurs.

A clothing expert has suggested that uniforms may be the next breakthrough point as another area of job dress. However, the school uniform has its particularity, so the thought of duty clothes needs to be updated.

Five major predicaments in the career market

With the rapid development and opening up of China's economy, the market of professional wear is striding forward toward branding and internationalization. However, before going forward, it is found that so far there are few enterprises that have obtained the title of provincial brand products of professional wear, and fewer and even none has gained the title of "Chinese famous brand". With the openness of the Chinese market and the entry of international brands into China, the industry of professional wear is no longer a simple "cost competition". The fierce international brand melee will inevitably squeeze out small brands and small workshops, and produce a strong brand separate market. This can be described as the "brand dilemma" of many brands.

And the style of professional wear gradually evolves along with people's aesthetic appeal. They no longer stick to simple white shirts and black suits: they need to integrate more relaxed, casual and even personalized designs outside business. However, at present, the thinking of domestic duty enterprises has not really emphasized the R & D design, nor the professional designer. This is another difficult problem it faces: "the dilemma of design concept".

Apart from the design, the improvement of the technological content of the fabric and the application of modern technology have improved the functional properties of the business dress. The famous international clothing brands constantly use science and technology elements to make fabrics and styles keep pace with the times and meet the needs of people while preventing occupational diseases and physical and mental health functions. However, the domestic clothing brand still stays at the basic requirements of meeting the requirements of quantity and body fit, and the application of technology elements has not yet been achieved. At present, there are nearly 3 manufacturing enterprises in China, but eighty percent of the enterprises can only maintain their meager profits because of design concepts, research and development technology and financial strength, and are gradually eliminated by the market. The industry is called "the dilemma of industrial innovation thinking".

In addition, there is only a heavy processing business, which can not achieve the integration of resources, "the core of the dress management dilemma", and the lack of truly excellent designers and designers. brand The "plight of talent" for the operation and maintenance of personnel.

"These five big dilemmas are just like a thousand feet of ice, forming a cold day. The solution is not short-term." A senior professional entrepreneur told reporters.

Look at the "multiple opportunities" in the school uniform market

What is more important is the school uniform, which is being emphasized. On the other hand, school uniform is actually a kind of "duty clothes", but the identity of the wearer is "student". The suitable scene is "campus", which has its special characteristics compared with the traditional duty clothes.

First of all, the school uniform subscription is a large group. For a school, it may be a combination of hundreds of thousands of grades. It has to balance the demands of parents, students and schools. This is a difficult point and a test point at the same time. Once approved by the three parties, it will be highly stable, and word of mouth communication will be relatively easy. A truly powerful person. School uniform brand It is also easier to get rid of the predicament of "nameless products" and stand out as soon as possible. For example, Eaton, the first brand of Chinese school uniform, has been ranked first in the industry for eight years.

Secondly, the demand for school uniform is being released, and at the same time, it is also supported by many aspects. All along, the "face pocket" uniform has been unified, and the debate about "ugly school uniform" has become increasingly fierce. Nowadays, the Internet has opened up awareness, and the parents are also younger. The parents of the post-80s and 90s are paying more and more attention to the healthy growth of their children. They are concerned about the design aesthetics and safety quality of school uniforms, and they also increasingly understand the significance of uniforms for children's education. At the same time, the Ministry of education, the General Administration of industry and commerce, the General Administration of quality supervision and quarantine and the national standards committee recently jointly issued the opinions on Further Strengthening the management of school uniforms for primary and secondary school students, and led by the Ministry of education's equipment and education research and development center to find the most beautiful school uniform.

It is reported that the "opinion" drafting has gone through three stages: detailed research, expert demonstration and consultation. 6 research teams went to 10 provinces to carry out the special study of school uniforms, including interviews, visiting schools, on-site inspection enterprises, to understand the production, sale, supervision and use of school uniforms. At the same time, the opinions involved multiple departments, which constituted the drafting group of the Ministry of education, the General Administration of quality supervision and quarantine, the national standard committee, the China Textile Federation, the Bureau of textile inspection, the Ministry of education, the equipment center, and the relevant experts. After the first draft, 5 meetings were held, 60 experts and the responsible comrades of the grass-roots educational equipment department were repeatedly demonstrated. Finally, 32 provincial educational administrative departments and some school principals, teachers and students were also consulted and revised repeatedly. In short, the opinions strive to put forward feasible policies and measures to form effective management service system in the key links of school uniform management. These can be described as the "spring breeze" of the school uniform industry.

Third, this is also the opportunity for the school uniform industry to set up industry standards and re enact rules of the game. China's school uniform market has not become a red sea, and its strong school uniform brand is few. At this time, it is the right time to rise and grow into a strong brand and lead the industry to progress. This time has also become the school uniform leader in formulating industry game rules. For example, Eaton, the first brand of Chinese school uniform, has been pushing the sunshine and democratic and transparent subscription process. It seems to be out of line with the demand at that time, but now it has gradually become an industry standard, and has been recognized, recognized and trusted by more and more schools and parents.

Fourth, it is the advantage of the target customers (schools). School procurement is more standardized, the overall quality of customers is higher, so the payment is easy, and the risk of capital is also smaller.

Finally, its profit is reasonable and its sustainability is high. Due to the large number of subscriptions, the high stability of customers, the profit rate is considerable, and uniforms can also achieve the problem of "no accounts receivable". According to Eaton, director of the responsible person, cooperation for many years, they have not met the situation of accounts receivable overdue in February, this is due to the overall quality of the customer group is higher, on the other hand is due to the cooperation and control of the business process.

In short, the school uniform seems to have opened another window in the heavy "predicament" of professional wear. But the school uniform industry also has its particularity: needs more feelings and adherence to the concept of responsibility. The upgrading of the Chinese school uniform is not only the demand for the development of the uniforms market, but also for the growth of the children. It shoulders the multiple duties of children's aesthetic cultivation, identification and temperament cultivation.

And the way forward for China's school uniforms, I believe the market will soon be able to give answers.