This Is The Age When Clothing Industry Is Particularly Entangled: Pain Is Greater Than Joy.

The clothing market in 2016 has been weathered by 3/4 of the time in the economic environment of wind and rain and frost. At the level of expression, it is a surge of anxiety in the industry.

Although clothes, food and shelter are related to everyone, every day, but for ordinary people outside the industry, as long as they have clothes and proper clothing, the quality of the clothing industry has nothing to do with themselves.

Sort out the long standing pains of the clothing industry, and you will find that today's situation is by no means "labor pains".

In an economic year, up to 3/4 of the time, the performance of this industry seems to be doomed to no longer be staged.

In the coming 2017, now that this kind of bedding has already been laid, it is equally not optimistic that we want to rejoin the stage and sing a prosperous drama.

Over the past two years, the links between the upper and middle reaches of the garment industry, from production to sales, are no better than those of other industries. The economic environment, the advent of the Internet economic era, industrial pformation and social pformation have all forced the garment industry to enter the era of sadness, joy and pain as well as other industries.

In 2016 1-6, the total turnover of 42 textile and garment specialized markets monitored by domestic professional institutions reached 430 billion 386 million yuan, up 6.16% from the same period last year, up from 1.88 percentage points in 2016, up from 1.87 percentage points in 2015, 1-6 percentage points lower than that in the same period.

Among them, the turnover of 22 markets increased year by year, and the total turnover of the market reached 378 billion 91 million yuan, with an average increase of 8.06%. The turnover of 20 markets decreased year by year, and the total turnover of the market reached 52 billion 295 million yuan, with an average decrease of 5.80%.

From the circulation level, the 42 key monitoring professional markets include 24 production sites.

And 18 specialized markets for sale.

In the 1-6 month of 2016, the turnover of the producer market reached 379 billion 45 million yuan, an increase of 7.39% over the same period last year, and the sales volume of the land sales market was 51 billion 341 million yuan, down 2.08% from the same period last year.

The above test results and data show that the sense of clothing market in 2106 is four words: lack of growth.

Faced with the current situation of the clothing industry, many people will undoubtedly say that the winter period of the clothing industry has come, which is caused by the economic environment, the economic environment and the impact of the Internet business.

However, what I want to say is that industry pformation, enterprise pformation, business mode pformation and marketing system pformation are more urgent than ideological pformation and conceptual pformation. Many of our entrepreneurs and managers are under the background of collective pformation of global business mode. Under the background of Internet economy and Internet culture, enterprises are still unable to break through traditional thinking shackles and experience trajectories in pursuit of development.

Opportunism and utilitarianism are the "genes" of many Chinese enterprises. This kind of "gene" does not change and is difficult to pform.

To promote the pformation and upgrading, first of all, entrepreneurs and managers should realize the pformation and upgrading, taking modern enterprise construction as the clear main line, the brand value molding as the goal, the green ecological humanities as the realistic path, the information data construction as an important means, the social responsibility consciousness of the enterprise and enterprise, the brand, the market oriented ability of product research and development, the era sense and professionalism of product marketing and marketing, and the overall promotion of the level of technology, product and management services.

Looking back to the beginning of reform and opening up, our society has not yet gone out of the "material poverty" era. That is, even the original production capacity is very low.

Almost all industries and products are in the seller's market, especially the fast food products, such as food, home, clothing and so on.

Many cities appear inexplicably.

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The clothing industry is the biggest beneficiary at the beginning, so it has not gone out of the past glory for twenty or thirty years.

In the southern area, garment factories and garment factories are rapidly rising, and the specialized market of textile and apparel arises at the historic moment. In the era of material shortage, in the face of inexperienced consumers, for almost all clothing products, "quality" seems to be an unknown noun, and flower styles decide everything.

The producer will give him a name if he gives it a name, and the name "Han", which is hard to read and cannot spell, will be flooded.

At that time, the market was hungry, and the cultural environment was poor.

Fake and shoddy is popular. In the field of intellectual property protection, it has not yet been integrated with the world. The clothing industry is like the place outside the law. Because of the lack of standards, the responsibility of the regulatory authorities is unclear, and the law enforcement administration is not professional and empirical, the market has been abused for decades.

Therefore, once faced with industry pformation, it is no wonder that helplessness and helplessness.

Just imagine, if it is not the rise of fast fashion in the past few decades, if it is not for the mainland to stir up the "Korean wave storm" and raise the number of fingers, can you find a number of national brands that make the sound of homemade garments? In the first half of the year, the retail sales of clothing commodities of the major large-scale retail enterprises in the first half of the year increased by 23.9%, representing an increase of 23.9%, accounting for 20% of the total retail sales, and 142 million 10 thousand sales of all kinds of clothing, an increase of 22.9% over the same period last year.

Clothing prices continued to fall.

There are two phenomena worth pondering:

(1), in the whole

Under the general situation of low sales market, the growth of retail sales of apparel retailing business in retail enterprises is faster than that in the same period of sales and retail sales.

(2) overall clothing sales market clothing clothing commodity price index continued to decline.

Manufacturers and shopping malls often rely on discounts and promotions to fight chicken blood.

This situation shows that in the mainland, the first is the lack of valuable brands in the garment industry, followed by plagiarism and lack of innovation.

In addition, the quality is moderate, each type of clothing, only a very small number of brands to win consumer trust.

When the luxury consumption of luxury clothing suddenly cooled down in the mainland, fast fashion apparel took the lead.

But in just two years, the pace of fast fashion is also limping up. What is the reason? - the absence of brand and quality.

All marketing models and market shows can not resist the ultimate decline of quality.

How to pry the market of clothing brand? Quality and innovation bear the brunt.

The designer brand in fast fashion is an attempt worth studying.

For example, there are 30 Chinese designer brands, including fashion, accessories and household products.

By the end of 2016, this figure should be close to 50.

MsMIN is the top fashion brand created by Chinese independent fashion designers in 2010.

He always adheres to the design concept of "simplicity, richness, romance and Fortitude".

KM, the fast developing designer, fast fashion brand, with originality, integrates the elements of culture and taste into products, becomes the "recognition element" of KM fast fashion brand, and becomes an asynchronous and innovator in the fast fashion field.

For KM, the most effective way is to grasp the brand's balance between fashion and quality.

KM's integration of cultural elements has won the new year's pursuit of ethnic groups, the popularity of prices, and the substantial improvement in quality. It has become a dark horse in the fast fashion world.

Because the garment industry has obviously arrived at a crossroads of anxiety and anxiety. It needs a qualitative breakthrough and expects a rapid and comprehensive pformation.

However, in this era of complex pformation of technology, culture and economy, it is obvious that an industrial pformation is not easy.

The current clothing market has plight and opportunity, and itches and pains are at the same time.

Finding and solving sharp problems, facing the current situation of the industry objectively and calmly, finding breakthroughs and getting out of the predicament need us to have wise eyes, strategic thinking, traditional breakthroughs and upgrading of ideas.