It Is Most Important To Build The Craftsman'S Spirit In The Deep Water Area After The Clothing Industry Shuffle

In the past few years, the domestic garment industry has been continuously weak. Facing the embarrassing consumer market, the washing industry has encountered severe problems, and the spirit of building craftsmen has become particularly important.

The industry's shuffling is moving towards the deep water area. Whether the "Seiko" and "innovation capability" can be in place will largely determine the future survival of a brand.

With the emergence of all kinds of clothing brands, especially the fast fashion brands that are popular with people, almost everyone can wear the most popular styles at low cost. Therefore, if only the style is emphasized, fashion has become the commonality of all clothing brands. What consumers need most now is the need for further quality and innovation. Only the craftsmanship spirit of "Seiko" is an important guarantee for quality and innovation.

Or it can be said that the most important thing in the domestic clothing industry is the spirit of craftsmen.

Wu Jianmin, chairman of sulang group, once said, "at present, foreign clothing brands deserve the most domestic learning is their craftsman spirit, and this spirit is broad, not only for the product itself, but also for the pursuit of the highest and excellent attitude of the enterprise", that is, the spirit of the artisan becomes a kind of corporate culture, rooted in the blood of the enterprise development.

If the garment industry is in the stage of explosive growth in the first twenty years, in the past ten years, the golden period of fast growth of clothing industry has passed, and the brutal growth of foreign brands has long been unable to adapt to the development of today's industry.

Data show that in 2015, the retail sales of clothing commodities in major national retail enterprises increased by 0.5% over the same period last year, down 3 percentage points from the previous year, and the growth rate showed a sustained slowdown.

In 2015, the univalent of clothing goods sales decreased by 3.6%. It was the first year-on-year decline in the univalent of major retail enterprises since 2003.

But the drop in prices has led to a substantial increase in clothing sales.

In 2015, the volume of retail sales of all types of major retail enterprises increased by 4.3% over the same period last year, and the growth rate increased by 5.1 percentage points over the previous year.

It can be said that after the farewell to the explosive growth period, China's garment industry has entered a stage of steady development.

And like all industries, when an industry is in the stage of high-speed explosive growth, the enterprises in it will be fully concerned.

And profits, and no time to take into account the internal structural adjustment, production capacity optimization and so on will not bring benefits reconstruction in the short term. Once the steady development period is reached, the enterprises may adjust their goals from the stage of blindly pursuing high returns, and carry out long-term strategic positioning and internal adjustment, that is, the process of reshuffling the industry.

At this stage, the garment industry is at this stage, and the enterprises that adjust well and adapt to the new demands of consumers will reduce the risk of being washed away, and even expand the scale and efficiency through the growth of endogenous or extension, and achieve new development. However, enterprises that cannot adjust in time, have no clear strategic objectives, and continue to expand the extensive mode of production will become the part washed away by the tide.

Then, how should we adjust it?

Accurate brand positioning, meticulous management and control, and the construction of channel pformation system are all essential.

In addition, in the context of Internet penetration into people's daily life, it is also the direction of pformation to give full play to the characteristics of online mode and create the brand of e-commerce that is consistent with the Internet thinking.

More importantly, no matter how the pattern is changed, the quality of clothes is always the most important. No matter how extensive and fast the channels of new media are, they must still adhere to the essence of "content is king". As a commodity, after losing all kinds of gorgeous marketing packages, we will finally put our eyes on the quality of clothes themselves.

In addition, with the 70 and 80's becoming the main force of consumption, it can be said that this generation of consumers has certain economic foundation and certain aesthetic taste. They are becoming more and more rational mature consumer groups.

Taking women's clothing for example, the growth rate of high-end, mid end and low-end market in China's women's clothing in 2014 was 28.48%, 20.62% and 17.43% respectively, of which the growth momentum of high-end women's clothing market was the strongest.

In the era of "her economy", women's income and consumption concept have escalated. Industry analysts expect high-end women's clothing industry to continue to lead women's clothing or even the entire garment industry.

It can be seen that personalized high quality clothing is most favored by the main consumer groups in China.

Besides the quality, the innovation of the garment industry needs the diligent study of the craftsman spirit.

For example, long term efforts to independent original Shu Lang, up to now has obtained 23 national patents, including 2 invention patents, 10 design patents, 11 utility models.

In 2015, its own R & D "processing method of overturned collar" and "processing method of a hooded coat" also received the honor of "national invention patent", and many brands of Shu long were also original. In the eyes of many people, it was with these core technologies of independent innovation that they supported the operation of the brand, and made it a successful case of many domestic brands.

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The "domestic enterprises should develop their original products according to the craftsman's spirit, and seek their own creative points instead of blindly copying". Perhaps it can also be seen as a promise for many garment enterprises in the industry to pform themselves.