Zhang Zhaoda: Will The Future Garment Industry Be Graceful And Graceful?

famous

Artist, China

Zhang Zhaoda, vice chairman of the Association

This is the best era. This is the worst of times.

These years may not count for much in the long history.

However, in the face of technological change, the road we have traveled is like the great river going east and irreversible.

The way ahead seems to be far away, but the way of walking is doomed to be different.

For 30 years, the dreamer of clothing has undoubtedly embraced the joyful harvest of the beautiful scenery, but increasingly greeted the soul stirring road ahead.

If you have never quit this quack, then all kinds of tastes are doomed to dodge.

At one time we were proud to dress up as a nation that opened our hearts to the world, but could it be charming in the future?

Let's look back at history and see how to face the future.

In the late 1970s and early -1980, the opening sun was at its very beginning.

At that time, the local industry had not yet taken action on a large scale.

China is regarded as a typical processing base.

Subsequently, this role lasted for 30 years.

In the middle of 1980s, China really showed its vigor and prosperity.

The eyes of the earth are glittering with curiosity.

In the industrial sector, the "three to one" continue to flow, the traditional state-owned enterprises, the township enterprises in South of Jiangsu, and the private economy led by Wenzhou people.

Under the tide of reform and opening up, all flowers bloom.

Even though there are still a lot of traditional forces and disputes, Deng Xiaoping's southern tour in 1992 was completely abandoned.

During this period, the world garment pattern is far from China's light sailing path, and it is undergoing profound commercial changes.

Luxury goods in France are showing signs of distress in varying degrees.

Bernard Arnott, a builder broke into this noble paradise. The consortium began to reshape the designer brand created by the traditional big designer. In the next 20 years, the more than 60 acquisition made the capital force the barbarian of the rewriting pattern. The Wall Street mode entered the fashion industry of the world.

At this time, as the main force of world clothing production, Japan and Asian dragons gradually lost their cost advantages, and the worldwide industrial pfer took place on a large scale.

In 1990s, China's market economy reform started all over. Despite all the unfinished reform missions, all disputes had disappeared and every Chinese seemed to be racing.

The men's clothing forerunners of red bean and Chinese fir lead China's market pformation.

Vigorous quality of Wanli, CIS projects, famous brand projects, listed companies, sub branches to franchising mode of marketing pformation......

All the business changes are taking place.

The form of industrial cluster goes deep into the numerous villages in the Yangtze River Delta and the Pearl River Delta, and the pfer of the world's clothing industry has almost declared a complete pfer to China.

The country's exchange rate policy, strong macroeconomic regulation and control power, and complex industrial group construction demand affect the whole country's industrial economy and make it command the world at the end of production supply.

The circulation economy has formed the situation that the specialized market dominated by private power is everywhere.

When the country advocated to expand domestic demand at the end of this century, the second generation clothing brand took the lead in the large-scale market.

Before the reform and opening up, the southern corner of Guangdong became a pioneer. The men's clothing and white horse market coming out of West Lake road rushed into the department stores of the whole country.

Zhejiang Ningbo and Wenzhou, Fujian Quanzhou men's clothing also began to rush to grab large enough market cake.

Internationally, traditional brands have completely lowered their former heads in the face of business and capital strength.

The Japanese also began to commit themselves to the United States and Europe with huge sums of money. The loose money created by the bubble has worked together with the national strategy to acquire the brand and its sense of glory of the Europeans and Americans.

ZARA and H&M, which have opened up a new path, have begun rapid globalization, but this fashion has not struck China.

In the first 10 years of twenty-first Century, great changes began.

China's local brand has entered the era of galloping horses. Almost every field has achieved rapid market coverage through franchising variant franchise mode.

However, in the era of pformation, we met unexpectedly.

First of all, at the production end, it began to enter the first round of "employment difficulty" around 2004.

What follows is the change of the foreign trade system.

In 2001, the textile quota cancellation policy signed by WTO entered into force in 2005. When China made full efforts to produce overseas orders, the Americans again launched a "special protective measures" policy.

But this did not reverse China's first status of world garment exports over the past more than 10 years.

The real challenge comes from the financial crisis of 2008.

The whole industrial economy seems to be on the right track and the growth is interrupted.

Overseas brands are also coming into China synchronously.

Especially in 2006, the first fast fashion shop ZARA entered China and opened a 1200 square meter store in the luxury business circle of Nanjing West Road, Shanghai. It captured the Chinese consumers in one fell swoop and shook the Chinese clothing industry.

In the following five years, many Chinese clothing brands tried to imitate, but almost all the big shop plans encountered Waterloo, and felt a gap between the "shape and dispersion".

After almost 30 years of growth as a matter of course, people began to suffer a general sense of frustration.

On the contrary, overseas forces have gained huge achievements in Chinese market.

In particular, fast fashion shop opened its unprecedented store opening speed in China.

Such momentum has led to a large number of high quality shops in the gold trading areas of big cities in China.

Chinese clothing listed companies have to invest a lot of financing in buying shops, or they are worried about being squeezed out.

With the wave of globalization in the past more than 10 years, the conglomerate of fashion industry in the world has formed a basically stable framework.

Almost half of the high-end brands in each major developed country are controlled by seven or eight fashion groups.

And a new round of industrial pfer has begun.

Buyers began shifting their orders from China, where costs are rising, to Southeast Asia.

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In 2010s, the feeling of consternation and hesitation gradually enveloped the Chinese industry.

Even at the opening ceremony of the 2008 Olympic Games, Lining performed a magical air stroll. The sports leader brand named after the celebrities continued to enjoy two years of growth and began to drop rapidly after nearly ten billion turnover.

Other brands are different.

More difficult is that more complicated changes have taken place in the consumer market.

For a long time, business men's clothing that occupied the market has become the first to leave behind, and ordinary casual wear has been gradually abandoned by consumers.

The concept of tide card appears in the field of men's wear.

The designer's personal brand store and collection store, which started in 2003, has not been a great success, but it has become a hot spot in mind.

Electricity suppliers account for more than 15% of the turnover of large brands.

The first generation of Amoy brands also came up with several successful people.

The electricity supplier has also stimulated the pformation of China's department stores that have been accustomed to sit south to the north for decades. Part of the retail business has gradually explored the real retail function other than property companies.

Even the overseas luxury brands that "just do not leave" have been shut down.

The professional market in circulation is also facing challenges. Even the most prestigious wholesale business rents in big cities have declined.

And the production field has accelerated the trend of order outflow in Southeast Asian countries.

Transformation and upgrading is imminent.

International changes are also occurring at the same time.

Some fast fashion brands are also volatile, and GAP has been stagnant for many years.

World brands, which regard China as the world's biggest hot spot, are also being forced to face challenges.

Simple American leisure is not enough to face the changing Chinese consumers.

Luxury goods such as HUGO BOSS and VERSACE are no longer the pet of picky Chinese consumers.

There has been a detailed breakdown of the Korean wave's timetable.

The challenge of marketing and brand building in the mobile Internet age and the new social relationship is a common topic for all enterprises around the world.

Then, where is the boundless road ahead?

Yes, Castle Peak can not cover up. After all, it flows eastward.

But where did it go?

Every upward heart is eager to get rid of this confusion.

In such a chaotic era, to be exact, I look forward to four such prophets.

The first prophet should be a brand portrait.

He has gone through 30 years of vicissitudes of China's clothing market, and has a mature mentality that can face competition and twists and turns.

He founded a multi brand enterprise group, and these brands have a high influence and market share in China.

He led an elite team to echo the international fashion capital.

The second prophets came from the manufacturing industry.

He has world-class competitiveness in garment manufacturing, and even has irreplaceable resources in the fiber field.

His management mode is not only advanced in the world, but also flexible in localization.

His team is able to seamlessly link up the international financing platform.

The third prophets came from the Internet field.

He has run the Internet platform, has strong technical strength, has made great achievements in the Internet + fashion industry, and has a clear insight into the way of future development.

He has rich experience in positive interaction with capital.

The fourth prophet is the trader of the industry fund.

He has an insight into the world's fashion industry and is an excellent international portfolio in China's major brand ventures.

Looking ahead, China's fashion industry will embark on the road map of developed countries, such as consortia and oligarchy.

The trend must be captured by these prophets.

They will open their eyes and find hundreds of the most competitive brands on the land of China to undertake merger and reorganization, and realize the platform of brand collaborative development in their own resource system.

Then, the future pattern will show the following scenes:

There are several oligarchs in the industrial Internet field.

In the manufacturing, brand, financial and other fields to achieve cross-border portfolio, forming a number of international fashion oligarch;

They will form the mainstay of China's fashion industry in the future.

When the market starts to be orderly, the Chinese people begin to pay more attention to innovation, and the industry will start to restructure. Today, the electronic business platform, discount platform and micro business platform that represent the order players will have to adjust their rules of the game and have an equal dialogue with the future fashion oligarchs.

On this day, perhaps all those who lack vision will be caught off guard.

This day will allow Chinese industry to take a more relaxed view in the new industrial pfer and international competition, realize the combination of advantages, reduce duplication of construction, remove excess capacity and enhance the level of self, so as to interact with the fashion oligarchs and form a cartel model which is vertically integrated from industry to finance.

This day, it will carry the Oriental fashion force, realize the resistance with western fashion, and jointly build the world fashion pattern.