The Best 10 Years Of Clothing Industry Have Arrived.

　　 The best 10 years

"Now we are in a difficult period, but looking forward to the next 5 to 10 years, we should be the whole. Garment industry The best 10 years, Yao Yang, President of the National Development Research Institute of Peking University, said recently at the China clothing forum. Since the beginning of 2010, China's economic growth has basically bade farewell to the rapid development before the financial crisis. The growth rate will be hovering between 6.5% and 6.9% this year. Yao Yang said that China's economic downturn is caused by the superposition of the three forces. First of all, the global financial crisis. As a positive and important participant in the global economy, China's exports account for about 30% to 40% of the GDP growth. China's exports showed negative growth last year, and this year is likely to happen again. This is a global adjustment period. Second, this is the growth pattern of China's economy itself. Before the financial crisis, China continued its industrialization process for 30 years. The second is the cycle of national economic development. This kind of economic cycle is what all countries have to experience. When the economy goes up, there will be some excess capacity. After a period of time, we need to make adjustments. It is not difficult to understand that we have fallen from a rapid growth period to a medium low speed growth period.

However, in the past few years, the employment rate of manufacturing industry has been declining, the proportion of the service industry's output value is rising, and the proportion of consumption is rising. This is a very important sign of the completion of industrialization, and is also a change in all countries that have undergone a relatively complete industrialization process.

"This year may be the lowest point of our cycle. We have seen some signs of economic recovery. Clothing industry It is a very good opportunity because we have entered a truly consumptive society. Before that, in fact, we were tightening our belts, engaged in economic construction, and the growth rate of the public's income did not catch up with the growth rate of GDP. In the future, the growth rate of our people's income will exceed our GDP growth rate, "Yao Yang said.

　　 Pretend to be the Central Bank of speech.

How to grasp the best 10 years? Of course, the kind of God given opportunity that has been provided to us in the shortage of economy is no longer available. This is also an important predicament facing us today. Wu Bofan said that from the market drive to the driving market, the basic anxiety of China's economy has now quietly become the demand of upgrading demand and the continuous supply of repeating classes. Today's consumers are rich, choosy and professional. Then how can the garment industry get rid of it in a mediocre, homogenized market? First, we need to know clearly. clothing Meaning. Wu Bofan said that clothing is actually due to a certain inferiority caused by transcendence, this "inferiority" is not a derogatory term. Each of us wants to cover up this "inferiority complex" in various ways, or to turn a negative asset into a positive asset. "Clothing" and "loading" are actually very different. "Clothing" is a kind of comfort and obedience. It is related to the direct feelings of oneself. "Clothing" is for oneself, which is to make oneself comfortable.

In contrast, the Chinese people used to be "less" in the past than the "costume", and the consumption of the wave style, the consumption of the advertised products, the "service" components were very small, and the "loading" elements were quite numerous. Like many things, such as mobile phones, cars, etc., they were collectively referred to as "social transport goods". With this currency ticket, people could automatically enter a circle, or if they did not have this ticket, they would be excluded.

So how do we scatter the virus that we can't afford to consume? Wu Bofan also mentioned China. Clothing industry The biggest problem is not yet establishing a central bank of discourse. We do not even have such a consciousness. Therefore, in the pan financial era, the garment industry must first learn to upgrade its concept. Otherwise, we will print some paper tickets for ourselves. From the nature of status economics, the clothing industry is similar to the banking industry, whether it can build its own central bank and establish its own monetary system. Clothing industry Things to do in the future. If not, the industry will be very difficult.

Wu Bofan said that when we could not establish the right to speak, we could not promote this mental virus, and we could not achieve the goal of controlling people's compulsive illness to buy our products. Perhaps we can also meet his "service" level, that is quality. Today we particularly emphasize on the upgrading of consumption. In fact, there is always an eternal pursuit of quality and cost performance. But at this point, facts tell us that it is difficult to achieve. When the quality and taste are not available, the product can only be reduced to this helpless ending - discount.

　 Consume the poor? Consume the rich?

And how do we grow the virus of the "service" level? In fact, our consumption is caused by relative poverty in this era. The next door neighbor's new parking space is replaced by a luxury car. You suddenly feel that you are poor, so you hurry to earn money and buy one. When a classmate wears a new Armani dress, you suddenly feel a sense of poverty. You went out and bought a BURBERRY Hoodie lady's coat, and broke off a game. This is not going to discuss the weakness of the gene's inferiority or human nature, but this really promotes or produces new consumption.

"Why is a large country with 1 billion 400 million people, 700 million urban population and 300 million middle class?" so far, it has not yet supported a world-class clothing brand, "Sun Ruizhe, President of the China clothing association, said recently at the China clothing forum." this data also shows that the base and demand of clothing consumption are still very large.

Yes, whether online or offline. clothing With the individuation and differentiation of clothing aesthetics, the industry will usher in a new community economy.

So, in terms of the whole consumer group, is it necessary for enterprises to produce products for the poor, or to produce products for the rich? Is it to earn money for the poor or to earn money for the rich? Wu Bofan said that the market for the poor is actually very large. The most important part of ALDI, a food discount chain in Germany, is aiming at the consumption orientation of the poor. Because the poor people's consumption is very strong, the more the economy is depressed, the more sales of products, the better the growth of enterprises, which is against economic development. Japan produces so many cars and electrical appliances, but who is the richest in Japan? As a very disappointing country, Spain, which has less and less contribution to human civilization, has few international brands, but one brand is the famous ZARA in clothing industry. Whether they are UNIQLO, ZARA, Al Di, or some companies that specializes in the production of cancer drugs for the poor in India, they are developing very fast. Although these products are not of high price, they are of low quality and low price.

At the same time, reporters also have a deep understanding that there are always a group of moonlight people. They do not think about the future, even the house will not buy, but it is such a group of people, not much money, wages are not high, but their spending power is very strong, especially in clothing, food and other fast selling products. So, as Sun Ruizhe said, clothing In order to find the consumption pain point of value innovation, we need to analyze and locate, lock in effective demand, establish quality production and quality value connection, and classify and link the brand's product value with consumers' use value. It is fine and meticulous marketing strategy to push the most suitable product to the front of the most suitable person. So, how can the subdivided consumer market that deeply rooted in the people's heart can produce market value? Wu Bofan puts forward that the consumer market of the clothing industry needs the three kinds of people at present: the first is the industrial hacker, the industrial hacker is the ability to first find the industry loopholes which others can not see, then docking the market demand. The second is the "pimp". In fact, it is a neutral word. It is the person who constantly and fully conveys your value, maximizing the value of your product, and many bosses are second kinds. The third is the Chaozhou people, who are the people who are leading the trend. In the past, the tide people may not need such a person in an enterprise.

If you like, I will.

In the long run, the reality of the consumer market is that people with the idea of virus have developed the above-mentioned hunter's equipment, big data, O2O, net red and so on, which are of course better new product development, marketing and competition strategies. They are also useful, but they are far from enough. What is the consumer thinking about? His wishes and dreams have not been touched yet.

The scene we often see is that you are smiling at consumers, sir. What can I do for you, madam? What do you need, madam, but the answer to the harvest is mostly a casual look. Why do consumers always hate to show their hearts to you? They always pretend to be in front of you. In fact, this problem has plagued the industry for half a century. Obviously, today it is still a sad myth. How can we break it? How can we enter the hearts of consumers? Perhaps the ultimate perfect outcome is to enter the willing economy, and the pattern of willingness economy is, first, to share the economy, to change the mode of production and the way of consumption. The second is the combination of production and marketing, and producers and consumers are combined into one. The third is Flow. More willing to translate it into "Shuang". Businessmen not only want to make money, but also make money. In the future, they will not only make money but also make profits. So in this case, redefine consumers, know the consumption intention of TA and make friends with TA, so that the industry can enter a more and more interesting world.

It is true that, compared to the long river of human life, large to the world and small to the consumer market, due to the limitations of cognition, our understanding of things is always limited. This also makes the unknown and beautiful desire have different vitality and attractiveness. In the future, no matter how subdivision, fission and extension of consumer demand, we are working together in a common ecological environment.