On The Other Hand, A Lot Of Shops Close And Make A Lot Of Money. Where Does The Strange Phenomenon Of Chinese Clothing Industry Come From?

As part of the consumer goods industry, the current

There is a strange phenomenon: on the one hand, clothing brands are heavily closed; on the other hand, the textile and garment industry is realized.

And double profit growth.

How to explain this phenomenon?

A few years ago, the phenomenon of a large number of clothing industry is still continuing.

Act as

YOUNGOR, which has the largest market share, has closed 35 stores this year.

Another big brand, nine herding king, closed 26 stores in the first quarter.

There are 71 new retail outlets this year, but 148 are closed.

It is said that these data indicate that the clothing industry is still in the cold winter.

However, the data of the General Administration of Customs showed that in April, China's textile and clothing exports increased by nearly 5% compared to the same period last year, and the ratio increased by more than 20%.

In terms of profit, the growth rate of textile and garment industry in the first quarter is also close to 7%.

It looks not only cold but also warm.

Referring to the clothing industry, Gao Yong, vice president of the China Textile Industry Federation, has recently said three "fires", and his voice is full of pride.

Gao Yong: in the past few years, the emergence of the clothing has made a lot of sales of our clothes.

Two years ago, after the emergence of nylon lace wire, the introduction of autumn feather was another fire.

Now I estimate that almost everyone has a thin down jacket.

Last year, the appearance of double faced nylon also made women's coats and ladies' coat fire.

How to explain this cold and hot? In the view of Chen Guoqiang, vice president of China clothing association, the demand for clothing has been growing, the industry is not "cold", and a large number of shops have been shut down because some enterprises have not done well in innovation and pformation and upgrading.

Chen Guoqiang: for example, it has invested in real estate, invested in the stock market, invested in shipbuilding and so on.

Its focus is not enough, its pformation and upgrading is not enough, so it will go downhill.

The other is that when some enterprises change their market consumption, the degree of fashion, information and reconstruction of industrial chain is not enough.

The reporter has learned that the textile and garment industry has a high degree of marketization, and the international standard rate is higher than the general consumer goods industry, that is to say, it is early in line with the international standards.

A large number of clothing exports to foreign countries, in fact, this industry can side shop, while making money.

However, the industry pointed out that the long-term maintenance of this state is not good, because this shows that the brand recognition of domestic clothing is not high.

The general office of the State Council recently issued opinions on the "three products" special action to increase variety, quality and brand. Gao Yong pointed out that creating brand is the top priority of China's garment industry.

Gao Yong: our biggest weakness, our weak link is our brand.

As we all know, our clothing exports account for 1/3 of the world's total, but most of the 1/3 are OEM.

In many industries, technology is the core of brand formation, but in clothing industry, brand is defined by design.

Gao Yong revealed that China's garment industry is stepping up its efforts to cooperate with the world-renowned clothing institutions to improve the design level.

Chen Guoqiang said that with the improvement of the design level, Chinese garment enterprises should gradually try to build their own brands while OEM exports.

Chen Guoqiang: many of our enterprises have already brought the design to Nike, ADI and UNIQLO.

Style, quality and fabric selection are all handed over to Chinese enterprises.

When we launch our products, we should also go outside with our own brands. That is to say, these processing enterprises must cooperate with other enterprises, play their own brands or international brands, and this has gradually emerged.