How To Enter The Golden Age Of Clothing Industry

With the continuous development of the economy in recent years, the clothing industry has ushered in a new golden age. The big coffee people in the clothing industry have talked about their minds and want to open the door to the golden age of the clothing industry.

Why do people say that today is

The golden age of consumer products?

What kind of coordinate system and ecosystem are we in?

What is changing in China's clothing industry and what has not changed?

Faced with such questions and reflections, Sun Ruizhe, Fang Jianhua, Yao Yang, Duan Yongzhao, Wu Bofan...

What did they say about the big coffee industry?

Serving the people and entering the consumer's wishes and dreams

The value of China's clothing industry in terms of industry, enterprise and product is enough to sustain our existence.

But why do we feel more and more that consumers are unwilling to show their hearts to you?

Why do we often make efforts? Big data, O2O, net red, all look like flowers and legs and corners.

How can we enter the wishes and dreams of consumers in the so-called "serving the people"?

Just as

Advocated by: "under the new normal, the textile and garment industry is progressively advancing towards producer services and fashion industries, and the connotation of service objects has changed.

We might as well focus on serving the people, "serving the new people", "serving the new world" and "serving the new future".

The new human who follows the new era concept, oath as an ideal, dynamic and variable is always the largest and most active consumer group. The new world of symbiosis and harmony between the physical world and the virtual world will spawn new channels of proliferation and value fission. The new future of changeable risks, multi industry ecology and multiple possibilities of development has just come into fashion.

"Consumer is a dirty word!"

Duan Yongzhao's views may sound puzzling at first, but his interpretation is very enlightening: "because we have always had a hypothesis that businessmen and consumers are the relationship between hunters and their prey.

The Internet is bringing the new concept of history. It connects everything, all beings are equal, and everything is spiritual.

Fang Jianhua also believes that the era of profiteering has come to an end. If the future can not rise to the spiritual level, the road will be very difficult.

Consumers will certainly be around the society and cost-effective, luxury consumption will also decline in the heat.

At present, a serious challenge for every entrepreneur in our country is to re understand the wishes of consumers and consumers, so as to share the characteristics of the economy and the willingness of producers and consumers to unite. We must redefine consumers and become familiar with consumption intentions.

Therefore, when Chinese clothing people talk about value return and product oriented, in pursuit of "doing well" and "selling well", we also need to consider how to build business civilization and guide consumption civilization.

It is not easy for an enterprise without baptism to go for a long time.

"China's economy is undergoing a pformation period, and now it seems to be a painful period.

But in another 20 years, looking back on today, you will surely say that 2015 is the golden age of China's consumer products.

In the past year, China's clothing industry has gone through a difficult period. But why did the famous economist, Yao Yang, President of the National Development Research Institute of Peking University think that we are ushering in the golden age of consumer goods?

What does it mean to us?

Figures released by Yao Yang show that China's economic growth rate has continued to decline since 2010, basically saying goodbye to the growth rate of more than 10% before the financial crisis, and the growth rate in 2016 will be between 6.5%~6.9%.

Such changes have made many enterprises feel the cold winter.

But if you think about it from a different angle, it doesn't seem to be that bad.

On the one hand, the textile and garment industry has been and will continue to be a pillar industry in China's economy and the support force of consumption. On the other hand, it is not easy for an enterprise not experiencing difficulties to baptism.

For the pillar significance of the textile and garment industry, Sun Ruizhe, vice president of the China Textile Industry Federation, provided a convincing number: in 2015, the main business income of textile and garment industry accounted for 6.41% of China's above scale industry, and the total profit accounted for 6.07%. For domestic consumption, clothing consumption accounted for 7.4% of the national per capita consumption expenditure. According to the data of the Chinese think-tank, the clothing and apparel trade accounted for 32.75% of the B2C retail market pactions in 2015.

In Yao Yang's view, the current economic downturn is due to the "three phase superposition" - the global financial crisis, the law of industrialization and the cycle of China's economic development.

For this reason, Wang Jun believes that in fact, Japan has also experienced such an economic cycle. The development trajectory of Japanese enterprises can inspire Chinese Enterprises: "in early February this year, I visited Matsui Chusan, chairman of Japan's headquarters of Muji, and he mentioned Chinese clothing enterprises in the exchange.

Japan has experienced an economic crisis, and it is very difficult for enterprises who have not experienced difficulties. For now, we should think more about how to make a business longer, perhaps more important than thinking bigger and stronger.

So when we passed the painful experience of 2015, the issue of "value innovation driven products and services" raised by chain Shang net 2016 China Fashion Forum raised a lot of resonance.

In the face of such a golden age of "alchemy", what should Chinese clothing enterprises do?

What is the starting point of facing consumption, returning to value and product orientation?

"At this moment, a word came to mind: serving the people.

To test the degree of civilization of a country, it does not look at the size of the country, nor does it look at the long history. It does not look at the urban construction, nor does it look at the rich or not. It looks at the people's appearance. One of the most important manifestations of the people's style is clothing.

Sun Ruizhe, vice president of China Textile Industry Federation, has fundamentally answered the question: serving the people is the mission of the textile and garment industry.

Indeed, the textile and garment industry is an eternal industry. Clothing is the most close to human articles. It always brings people's body temperature, not the height we want to raise the industry, but the truth is true.

Turbulence is not terrible. It is a continuation of past thinking.

As the founder of CEO, Fang Jianhua and chairman of the Hui Mei Group, said, the turbulence itself is not terrible. What's terrible is that we continue the past thinking: "therefore, no matter how the external environment changes, we always surround the process that goods are 1, service, experience, marketing and so on. The consumption is centered around the product layout, which is our future."

Internet technology has changed everything. We have entered a virtual world, and many traditional values will be abandoned and surpassed.

Fang Jianhua deeply understands: "we need to redefine the tremendous changes from the PC Internet to the mobile Internet. Mobile phones have become an important nerve. People have to watch WeChat every day.

These changes have made changes in management, organizational structure, consumption trends and centralization. "

Yin man is also achieving a significant shift from "goods" to "people".

Fang Jianhua said that at present, Yin man has made women's wear.

, shoes, bags, accessories, home, and sports line category, around the slow living space to create cotton and hemp life circle.

From another perspective, Internet and intelligence are indeed a trend, but we can not be overwhelmed or even frightened by this trend.

Yao Yang believes that any industry will eventually be implemented on the product, to consumers to provide genuine products, landing products.

Wu Bofan, editor in chief of the "21 Real Business Review", is also the founder of "winter Wu relativity theory". "Because mobile Internet technology is becoming more and more common, we are showing more and more opportunities to others, and the virtual T station is everywhere."

He believes that from ancient times to now, every person's vital material is clothing, which is a flag carried by everyone.

It is used to mark its position, its identity and its own value proposition.