For A Long Time, The Long Standing And Painful Situation Of The Garment Industry Is No Pain.

In the past two years,

All sectors of the industry, from production to sales, economic environment, the advent of the Internet economic era, industrial pformation and social pformation, all forced the garment industry to enter the era of sadness, joy and pain together with other industries.

The pain of the garment industry is more than that of joy, but hope is greater than worry.

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.

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 and 1-3 percentage points higher in 2015 than in the same period in 2015.

Industrial added value increased by 0.34 percentage points.

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 perspective of circulation level, the 42 key monitoring markets include 24 specialized market and 18 specialized market.

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.

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.

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.

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

1, old ideas and difficult pformation.

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, 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 pformation and upgrading, entrepreneurs and managers should first realize pformation and upgrading, and take the construction of modern enterprises as a clear line.

With the goal of value shaping as the goal, taking green ecology and humanity as the practical path, and taking information based data construction as an important means, we should establish the sense of social responsibility of entrepreneurs, enterprises and brands, improve the market oriented ability of product development, and enhance the sense of age and professionalism of product marketing and marketing, and comprehensively upgrade the level of technology, products and management services.

2, rough experience, pformation without plan.

The clothing industry is facing today's predicament, although there are reasons for the economic environment and the changes of the times.

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.

In many cities, there is a "panic buying wind".

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 the color design determines 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, in the past decades, if not the rise of fast fashion, if it hadn't been for the mainland to stir up the "Korean wave storm" and pull up the fingers, could you find a few national brands that made it sound?

3, quality is general, innovation is weak.

In the first half of the year, the retail sales of clothing commodities of major large retail enterprises in China were 28 billion 350 million yuan, up 23.9% from the same period last year, accounting for 20% of the total retail sales, and 142 million 10 thousand of all kinds of clothing sales, an increase of 22.9% over the same period last year.

Clothing prices continued to fall.

There are two phenomena worth pondering:

(1) under the general situation of the overall downturn in the clothing sales market, the growth rate of retail sales of clothing retail businesses in retail enterprises has exceeded the growth rate of overall sales and retail sales over the same period.

(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.

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4, the channel is outdated, and the competition is out of order.

The marketing channel of clothing is wholesale and retail, with distributors in the middle.

The forms of these channels are the various markets and stores, agents, stores, department stores and shopping centers that the manufacturers look for or hit the muzzle.

But this era is no longer the economic environment of the scarcity era, and today's channel marketing mode and style are related to the genes in the era of material scarcity.

So until now, our brands and enterprises are still aware of their products in the face of their products.

Sometimes, our products and R & D stare at production, focusing on what products others are doing, rather than stare at customers and stare at the market.

As soon as our products come out, they go to the distribution channel and go to the same track of sales channels, and all our data is that the middlemen and the channel operators take the quantity and know nothing about the customers' thinking.

If these channels get a bad volume, the product will die.

This lazy, innovative, passive traditional channel marketing, in this era of excess, many products can not wait for exciting performance, but quietly waiting for death.

There are also foreign enterprises, especially those who are fast fashion brands. They are opening up their stores with their fast changing styles, such as a strong typhoon carrying a large number of young and middle-aged customers in the mainland.

How many FMCG retail stores are there in China? In 1997-2012 years and 15 years, the number of stores in the top 100 retail chains increased by 30 times, and how many times has it increased?

How many garment manufacturers are there in China? Only in 2015, 10 brands of clothing industry in the mainland have closed 10000 stores. How many garment enterprises are left?

Overcapacity, lack of innovation, aging of marketing, congestion of channels, and terminal saturation are the harsh marketing environment facing our clothing production today.

A large number of garment enterprises, a large number of clothing products, crowded in the aging, the same sales channel, tens of thousands of terminal stores, and on display these same gene, face alike homogeneity products, for a single brand, can talk about the channel and terminal efficiency brand?

In 2015, the sale of clothing was discounted, and sales promotion was obvious.

In the first half of this year, the growth rate of clothing sales dropped by 1.3 percentage points over the same period.

- growth is weak, channels are aging, and terminals are maintained through frequent promotions. How long will it be for the clothing industry?

The happy time of "channel is king" derives from the age of material shortage.

For the production enterprises, they have already entered the age of "consumers are king". They sell their products as "grandchildren", but the clothing industry is still "filling the gap", changing the relationship between supply and demand, and changing the thinking and ideas of enterprises.

Many enterprises know this truth, but when they organize product development and production, they forget the market and consumers. They always hope for the traditional channels and discount promotions.

In addition, the high cost of channel operation has forced clothing companies to continuously raise the retail price of products, but the quality is being discounted, and consumers have to accept low cost goods.

Enterprises are hoping to channel their efforts, ignoring product innovation and brand building, ignoring quality control, and the large number of products on the market like flash in the pan, and the brand value of domestic garment enterprises is constantly evaporating.

In the era of Internet, in the era of quality and consumers in the age of kings, clothing enterprises should renew their ideas, adjust their marketing thinking, integrate internet marketing and traditional marketing techniques to bring new marketing power into full play.

The integration of online marketing system, vertical marketing system and level marketing system, avoiding congestion, scientifically planning distribution channels, and developing effective marketing channels are the tentative ideas for many product marketing in the future. I think clothing brands and garment enterprises are worth a try.

FADFOCO's brand collection stores catch the shopping psychology of modern consumers in pursuit of personality, fashion and trend. At the same time, they have a rich product line to extend the stay time of customers.

FADFOCO's new situational shopping mode, which integrates designer brand and diversified Experience Hall, is undoubtedly a brand new marketing channel and experience platform for garment industry.

As a diversified life hall, FADFOCO not only adds more experience to life, but also creates a relaxed atmosphere for the whole environment.

The overall design of the site, lighting, hue and product display combined with the visual needs of the new generation of consumer groups, and presented in a more innovative shopping scene.

KM brand experience shop has both brand promotion and fashion consumption place.

KM brand experience store is a KM direct store, also a collection store of KM brand products. The new products on the production line will arrive at these City stores on time, and show them to young consumers at the first time.

Each three line or more city will have the flagship store of this brand, the fashion and home products favored by the fashionable people of post-90s.

Stores will promptly collect the feelings, evaluation and demand information of these KM main customer groups after 90, and feedback the headquarters for the first time.

Developing terminal stores to solve the resistance of channel marketing is an effort for KM to build its own marketing channels.

Like this storefront, KM invested 6 hundred million in 2016, adding 300 new businesses, trying to break through the shackles of traditional marketing channels effectively.

Low end route, cost constraint

The apparel industry is in a slump.

To eliminate high-end luxury goods and remove low-end mass market, what is currently showing is fast fashion.

Whether from price positioning or consumer group positioning, this is actually a middle ground.

Fast fashion stores, products and sales are growing, but the core indicator - profit is decreasing.

The performance of the world's four fastest fashion brands in the first half of 2016 is clear.

Zara parent company Inditex:

Inditex group's first quarter turnover reached 4 billion 880 million euros, an increase of 12% over the same period.

In the first quarter ended in April 30th, Inditex net profit rose to 554 million euros from 521 million euros in the same period last year, an increase of 6.3% over the same period.

Gross profit margin was 58.1% lower than 59.4% in the same period last year.

In the first quarter of 2016, the parent company opened new stores in 31 markets with a 10% increase in operating costs.

H&M

Net sales of SEK 46 billion 874 million, an increase of 2.2% over the same period; group net profit of 5 billion 357 million kronor, a decrease of 16.9% over the same period last year.

Net interest rate 11.4%.

Gross profit margin was 57.6%, down from 59.4% in the same period last year.

H&M had an increase of 6% in the second quarter of sales management expenses, an increase of 8% in the first half of the financial report.

At the same time, inventory costs are also increasing, an increase of 29% over the same period.

UNIQLO parent company sells fast

Sales figures for the first three quarters (9-5 months) ending in late May were 1 trillion and 430 billion yen (about 91 billion 100 million yuan), up 6.4% over the same period last year, and operating profits fell 23% to 145 billion 800 million yen (9 billion 260 million yuan). The profits of the parent company decreased by 46.4% at this quarter to 71 billion yen (4 billion 500 million yuan), of which the sales volume of the quarter (March to May) was Yen Yen, up from the same period last year.

GAP

Gap's first quarter sales fell 5% year-on-year, and net sales in the first quarter amounted to US $3 billion 440 million, compared with net sales for the same period last year, US $3 billion 660 million, gross margin 35.2%, down 37.8% from the same period last year, and net interest rate 3.7%.

Judging from the 2016 quarter results of the four mainstream fast fashion brands, they are deeply competitive in the industry and have not made much breakthroughs in product homogeneity and brand image.

In addition to facing the market competition pressure brought by consumption upgrading, market structure change and personalized demand, ZARA and H&M have only 11.3% to 11.4% net interest rate in this season, 5.97% of UNIQLO, and 3.7% of GAP, which further illustrates the overall cost of the apparel industry as a whole, and the prospect of further compression of profit margins.

Cost increase and profit reduction have even led to the closure of garment enterprises. The reasons are very complicated, mainly from the following points:

China's demographic dividend period has disappeared, the cost of human resources has risen rapidly, raw material prices have increased, local taxes and fees have been raised, exports have been weakened, business operation and marketing costs are too high, and capital chain maintenance costs are high.

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It is not difficult to solve these problems. The key is to have firm determination.

Many precedents have enlightened us.

(1) adhere to innovation and pform from "market adaptation" to "market oriented", thus making the brand at the forefront.

The feature of Spanish brand ZARA is that the new style is extremely fast, from commodity design to trial production to store sales, which takes 10-15 days on average. Of course, the goods are also very fast. Almost every three weeks, the old goods are replaced completely, and many of them are only a few pieces. If they are finished, they will not replenish the goods. So if customers see goods that they like in ZARA, they will not hesitate to go underground.

It is precisely because the goods have been rapidly refurbished, shopping to ZARA will always be fresh, which of course has become an important reason for customers to "go back".

ZARA has nearly 400 designers. They design about 12000 kinds of fashions in one year. These two figures are far more than other famous clothing brands.

These designers are typical "flying trapeze". They often fly to Milan, Tokyo, New York, Paris and other places to see various fashion conferences, observe and learn from the latest design of some top brands, and to consumers, they can buy a big design style at a low price.

ZARA takes the theme of "fast" as the theme, preferring to abandon the follow-up sales opportunities of outstanding funds, and keep up with the new frequency and rhythm, and stick to the speed and frequency of innovation.

(2) laying of product value and brand accumulation

Low price is the origin of fast fashion and the black hand of sending fast fashion to the grave, because some fast fashion brands ignore the core value outside price.

In addition to squeezing the profit margins of the products, misleading the market and consumers, they set up a vicious circle of cost abyss.

The competitiveness of products is certainly not from the price, but the value laying of products and the accumulation of brand value.

This is the core competitiveness of the brand.

KM is a fast fashion designer brand based on Nordic culture. Its design style tends to be simple and natural in northern Europe, and focuses on creating quality and fashionable life for the masses of consumers.

Since its inception, KM has adhered to a simple and comfortable, leisure and elegant design route instead of pursuing the noble luxury of products.

Moreover, following the Nordic designers' concept of product crafted and natural environmental protection, we have developed and improved the raw materials and manufacturing processes to make them more fashionable, high-quality and elegant.

Taking Nordic culture as the brand foundation, with simple comfort and leisure elegance as the product design route, through the development and improvement of raw materials and manufacturing processes and effective control of product prices, consumers can get the shopping experience of high price ratio only by paying the cost equivalent to the cost price.

KM insists that fashion is not only reflected in product design, style and tailoring, but also a cultural communication.

KM pays attention to product culture value laying and brand value accumulation, and integrates Nordic life philosophy into products, so that customers can feel the real meaning of fashion when they experience it.

In the past two years, KM has opened hundreds of new stores every year, which is of great significance for them to grasp the market and establish a big data management system. Through real-time store feedback, data can be used for the first time to maximize the sales rate, effectively reducing the risk of inventory unmarketable, and making clear the design trend and production plan of the next batch of commercial products.

5, synchronize with the times and synchronize with science and technology, and promote enterprises to enter modern production management.

At present, for the apparel industry, the cost of human resources is the biggest shackle of business and competition, both upstream and downstream.

Wages have doubled in recent two or three years, and business pressures are heavy.

In such a business environment, enterprises must consider the automation and intellectualization of production management.

We should step out from the original manual workshop and semi mechanized production, and gradually pform it into a modern production mode, replacing the traditional production process with highly automated and intelligent production technology.

This society is already a highly intelligent society. In the era of rapid development of computer technology and Internet technology, it is believed that the use of machinery instead of manual manual operation is a major trend. For garment production and processing links, the cost of labor is greatly reduced, and its core lies in the improvement of labor productivity by leaps and bounds and the promotion of the overall efficiency of enterprises.

For the traditional labor intensive industry, the textile and garment industry, it is an option to get rid of the operating cost by trying to find technological dividends through machine substitution.

At present, Japan intends to use robots to replace wage labourers in 2020 to occupy the price advantage.

The textile and apparel industry is a labor-intensive industry. With the gradual disappearance of demographic dividend in China, pformation and upgrading is imperative.

Mechanization, automation and intellectualization have become an effective way to pform traditional industries, promote industrial pformation and upgrading, reduce staff and increase efficiency and ease recruitment difficulties.

Zhejiang province is the first province to implement the "machine substitution" plan. In early 2013, the government of Zhejiang launched the "four exchange" project to fully implement the "cage changing bird, machine replacement, space exchange, electricity supplier changing city".