230 Million How To Catch The New Consumption Demand Of The Z Generation? This Clothing Growth Brand Conference Has More Information.

With the coming of the new era of fashion consumption, the local clothing and apparel brand operators start from the operation of "people", seize the needs of subdivision, make clear the brand positioning, and upgrade products and channels, which has become the key to the current competition. In December 7th, the era of "no fear Z" - 2010-2019 China Fashion growth brand 10th anniversary commemorative meeting was held in Guangzhou. At the meeting, the "2009-2019 China Fashion growth brand work report" was released. It summarized and summarized the vicissitudes of China's garment brand incubator base and the growth of Chinese apparel brand in the past ten years, and recommended the pioneer models. At the same time, it invited the big coffee industry to exchange and share the consumption and business changes and guests attending the Z era.

In the past ten years, the logic of brand development has changed dramatically. Mode innovation is fast iterative, new entry, new interface and new market emerge one after another. The Z generation has grown to become the main consumer of the current market. They have natural Internet survival genes and are new and new human beings in Chinese society. At the meeting, Qu Jing, the famous Internet brand in China's apparel industry and vice president of Hui Mei Group, delivered a keynote speech on "the change of consumption mode and business mode in the Z era", exploring how the brand development will better serve the new and new crowd in the future, and the new opportunities and challenges that the new consumer groups will bring to the development of the medium and small size clothing brand.

Chen Baohong, general manager of Guangzhou white horse clothing market

Qu Jing, vice-president of the Chinese apparel industry, the famous Internet brand and Hui Mei Group.

Yu Xuhui, an analyst with Changjiang Securities, said that since the second half of 2018, the terminal consumption has been under pressure, while the performance of the brand enterprises has slowed down at the retail end. Meanwhile, the stock price performance has also fluctuated greatly. Although the short-term business performance can, to a certain extent, reflect the competitiveness and management strategy of the enterprises, it is observed that the core elements of the operation can better identify the clothing and apparel enterprises with long-term competitive advantages. What we need to see is that retail is to sell the right products to the right people at the right place at the right price. Therefore, regardless of the old and new retail industry, the core three element is still "goods field people". Then the corresponding retail companies's operation focuses on products, channels and supply chain at three levels. As the domestic clothing consumption market has changed from maturity to maturity, the focus of enterprise competition has also shifted from scale expansion to efficiency optimization.

So why is the channel important? According to Xu Hui, channel is an important medium connecting producers and consumers. It can not only determine the market scale of clothing brand as a lever of operation, but also affect the value distribution of apparel industry chain. Media can not only determine the market scale of clothing brand as a lever of operation, but also affect the value distribution of apparel industry chain. On the one hand, in the fast growing period of the industry, garment brands have expanded rapidly with the help of franchisee mode, while the channel expansion mode with higher operating leverage has enlarged the business risk of enterprises. Comparing the channel structure of clothing brand enterprises at home and abroad, it can be found that the proportion of four fast fashion enterprises is more than 80%, while most of the domestic clothing brand enterprises adopt franchisee mode. Among them, there is no lack of two tier distribution mode to achieve the scale expansion brand.

The core of the obvious difference between domestic and foreign enterprises' channel structure lies in the structure of consumption market and the stage of industrial development. China's consumer goods market is broad, and there is a significant difference in consumption ability between cities. The vast market space and the fast developing market stimulate domestic brands to adopt the light asset mode represented by joining together to realize the rapid expansion of the channel scale, and the rapid expansion of the channel scale has become an important thrust for the rapid popularization of domestic clothing consumption brand. It can not be ignored that the instability of channel structure will enlarge the business risk of enterprises.

On the other hand, as an important part of the textile and apparel industry chain, the channel will also affect the efficiency of the enterprise while affecting the expansion efficiency of enterprises. The more channels there are, the weaker the connection between the brand enterprise and the terminal consumption data and the higher the rate of increase, the more likely the consumer welfare will be affected.

At present, in the clothing industry, the focus of brand management has gradually shifted from scale expansion to consumer connection, and channel positioning has also shifted from focusing on scale expansion to reducing operational risks and improving consumer welfare. In the mature stage of the industry, the focus of brand management has gradually shifted from scale expansion to consumer connection. The channel positioning has also shifted from focusing on scale expansion to reducing operational risks and improving consumer welfare. On the one hand, the channel construction of brand enterprises has shifted from scale expansion to structural optimization, and the channel structure has been developing from vertical to flattening. The channel level has been gradually reduced and the online and offline integration has been accelerated. On the other hand, with the improvement of infrastructure such as information technology, logistics and warehousing, the channel of e-commerce has risen rapidly. Clothing has become the first category of e-commerce channels. Under the background of relatively stable market structure, the electronic business platform has gradually shifted from scale expansion to profit enhancement, accelerating the penetration of low line market and increasing the rate of platform fees has become an inevitable choice.

Yu Xuhui pointed out that while promoting the flat adjustment of clothing brands, the penetration of electricity providers has rapidly increased based on cost and efficiency advantages. At the present stage, accelerating the development of low level consumer market by e-commerce channels helps to complete the consumer education and expand the brand sales market. At the same time, along with the increase of online channel operation costs, there is a trend of convergence between online and offline channels. The focus of clothing brand management has gradually shifted from channel centric to human centered, by improving the efficiency of industrial chain, reducing costs, achieving precise touch and efficient transformation.

On the whole, under the background of reshaping the retail channel pattern, clothing brand has gradually entered a new stage of comprehensive efficiency competition, and the core of achieving more effective growth is precisely identifying and efficiently meeting the needs of consumers. In particular, under the background of flat channel structure, low speed penetration and speed up of business channel cost, the core of garment enterprises is to reduce channel costs and improve consumer welfare. Specifically, it is to enhance brand communication and expansion efficiency, improve product cost performance and optimize the efficiency of operation.

Research data from relevant research institutions show that in 2017, the total number of people in China reached 1 billion 390 million, of whom 464 million were born in 1990 and 33.4%, accounting for 33.4%. According to the division of generations, referring to the division of population intergenerational and domestic situation in the United States and Europe, according to 15 years as a generation cycle, the population born in 1950-1964 years is called the founding nation. In 1965, the population born in -2010 was divided into X generation (1965-1979 years born), Y generation (1980-1994 years born) and Z generation (1995-2009). If the Y generation grew up with games, computers and the Internet, the Z generation grew up with the mobile Internet, hand travel, animation and so on. At present, the number of generations of Z generation in China is 230 million.

從Z世代的成長環境來看，其有兩個顯著不同的地方：（1）從技術進步角度來看，Z世代所處的世界是互聯網末端+移動互聯網的世界，2004年我國互聯網開始快速普及（此時95年出生人群9歲，處于小學階段），2009年開始我國智能手機進入快速普及期（此時95年出生人群年齡14歲，處于初中階段），互聯網與移動互聯網的到來為其帶來了豐富的信息與便捷的購物，比如日本的二次元動漫文化、精彩的手游世界、公眾號豐富的自媒體、天貓電商等等；（2）從經濟水平發展的角度來看，95后所處的一代是建國以來人均可支配收入最高的一代，不再像80后成長時經常面臨物質條件相對匱乏的處境，物質的豐富帶來的是消費理念的進化和對消費升級的追求，如養寵人群的快速膨脹和用于寵物花費的大幅提高、對跨境電商的偏好等等。

According to the survey data, 30% of Z generation groups say they will be influenced by celebrities, big KOL traffic and word of mouth before shopping. The Z generation group, as an aborigine in the Internet age, pays more attention to the quantity, quality and price of the product when buying goods. They pay more attention to emotional satisfaction, psychological approval and experience in shopping process.

Insiders also believe that the Z generation is the mainstream of China's clothing consumption in the future. Its unique characteristics of the times and groups form new needs, new culture and new economy. But Shi Hongmei, an Orient Securities analyst, pointed out that in the general trend of the overall structural differentiation of domestic consumption industry, clothing, as one of the typical physical traditional consumption, will gradually reduce the proportion of residents' final consumption expenditure. 從終端零售來看，當前品牌服飾行業面臨的增速放緩的困境與2013-2015年的行業低谷類似（終端需求低迷，成本費用剛性拖累利潤增速），但經歷了上一輪深度調整過程中的庫存與渠道去化之后，一方面多數品牌企業（包括經銷商）出于終端健康經營的考慮，在近幾年主動下調訂貨比例（對經銷商大多不再做硬性的訂貨額要求），增加補貨占比，在制定貨品生產計劃上趨于謹慎，從源頭上控制了庫存的積壓，多數公司在當前零售環境下，歷史庫存也處于合理水平；另一方面，2013年以來品牌服飾企業在零售精細化、終端掌控力、存貨管理、線上運營、渠道多樣化等各項能力方面得到了明顯提升，及時跟進貨品動銷進展，通過線上與線下奧萊渠道清理過季庫存，客觀上對當季貨品的售罄率與過季貨品的消化起到了明顯作用。

Taking into account the overall historical inventory level of the current garment industry channels is not high, Shi Hongmei believes that even if the end demand in 2020 is still affected by the economic impact of low growth, the industry's big discount to inventory pressure is not great, and the quality of business and profitability stability can play a supporting role. After several rounds of shuffling, the competitive advantages of various subdivision plates have been further consolidated and enhanced in various aspects such as channels, supply chains, inventory structure and so on. The probability of small brands against attacks on the basis of weak brands is also low, and the industry head effect will continue under the weak market.

In addition, Shi Hongmei believes that facing the further polarization of consumption stratification, it will undergo a painful adjustment period for most domestic brands. It is expected that a large number of high-end brands will be marginalized if they can not really become high-end brands. Only a few of them can truly have brand sedimentation, tonality, and focus on the main business, which can survive through continuous internal upgrading and external integration, and better share the industry cake and valuation premium. And a larger number of popular brand leaders should go ahead of the industry growth dilemma and further enhance efficiency to break the existing scattered competition pattern. Under the background of economic slowdown, the collapse of middle class consumption (the consumption sign of M type society) and the continuous expansion of customers in the mass consumption sector are still the foundation for maintaining the growth of the industry.

For the local leading companies, in the retail downturn, we need more efforts in cost control, meticulous management and supply chain to further improve the efficiency of circulation and terminal retail capacity, and attract more target products with more cost-effective products (both price competitiveness and quality). We should use the efficiency to stabilize the profitability of brand and channel (cost control and price adjustment ratio to increase sales volume), and ultimately achieve a gradual increase in market share.

As for the current point of view, in 2020 and the next three years, Shi Hongmei expects the industry to present the following two new trends of deepening: first, the rise of the national tide is increasingly popular among the people. The continuous heating up of the national tide reflects the stronger consumption preference of the new generation of consumer forces after the 90/00 and the higher acceptance of local brands. The national Tide Based on economic prosperity and national confidence is not a short-term trend. It will become a long-term trend affecting the development of the consumer industry. It will also bring new opportunities for the development of the domestic fashion brands. The two is the further polarization of the consumption stratification, the collapse of the middle end, and the fierce competition among the masses. The stability of the wealth structure of the top people in Pyramid and the addition of more young consumers to luxury consumption will lead to a relatively high level of future high-end consumption. But with the sustained slowdown of the economy, the consumption of mid - end is facing bottlenecks, and mass consumption is further sinking and the competition is becoming increasingly fierce. This is a deeper change in the 2020 years and the next 19 years. The main high-end brands are brand sedimentation, tonal and long-term investment. In the field of mass consumption, competition is the ultimate cost performance (behind cost, management and supply chain). Facing the further polarization of consumption stratification, the majority of domestic brand apparel will experience painful and necessary adjustment period in the future.

Cao Tingrui, director of textile department, Department of consumer goods industry, Ministry of industry and information technology

At today's conference, Cao Tingrui, director of the textile department of the Ministry of industry and information technology, also stressed that at present, China's economy has shifted from high speed growth to high quality development stage, and is at a critical stage of building a moderately prosperous society in an all-round way. It is also a crucial period to build a strong nation and build a strong network nation. China's textile industry will continue to play an important role in serving the overall national strategy. In the past ten years, the China Textile Federation Circulation Association and the China clothing association have been carrying out a lot of work, incubating and supporting many start-ups and brands. In the next ten years, facing a more complicated situation, the structure of consumption demand is upgrading. We should accelerate the transformation of the potential advantages of the domestic market into a fertile land to support the growth of Chinese clothing brands, and further expand the development space of clothing brands.

Xia Lingmin, vice president of China Textile Industry Federation and chairman of circulation branch

Xia Lingmin, vice president of the China Federation of textile industry and chairman of the circulation branch, pointed out that in the process of promoting the brand building goal, the brand awareness, design ability and creative level of the industry have been greatly improved, and the leaps and bounds in terms of quantity, quality and content have been achieved. In the new historical position, we should further adapt to the new trend of international and domestic market development, make full use of information technology, promote the operation and management intellectualization in the specialized market brand, and actively promote the digitalization and reconstruction of production mode and operation management process while actively developing brand building. In brand building, paying more attention to carrying forward China's excellent traditional culture and realizing cultural self-confidence and brand confidence will be the only way for the future industry to further integrate into the global market and achieve high-quality development. It is hoped that every garment specialized market, brand incubation base and growth brand will be based on specialization, with fashion as the guide, digitalization as the means, intellectualization and branding as the goal, and further optimization, upgrading and innovation and development. In the next ten years, we will make greater contributions to the construction of textile power, to meet the new needs of people for a better life and to realize the two centenary goals of building socialism with Chinese characteristics at an early date.

As the organizer of this event, Fuli, Hong Kong and Hong Kong is located in the center of creating "one hand sourcing fashion brand exhibition and trading center", and relying on the core technology superiority of "data intelligence", helps customers to enjoy the canal and become a new business. Its online industry chain services, online and offline multi-channel matrix, the next line of high-end intelligent exhibition hall, to form the whole industry chain ecosystem of Fuli. The project, as the core of the billion trade circle, occupies 600 thousand square meters of fashion exhibition and trade complex. Its geographical location is unique, the sea, land and air are Trinity, and the traffic is accessible in all directions. It is the core of the comprehensive transportation hub that radiates all cities and all parts of the world and even the whole world.

Cheng Yi, vice chairman of Fuli Hong Kong Trade Port

Cheng Yi, vice chairman of Fuli, Hong Kong and Hong Kong, pointed out that Fuli, Hong Kong and Hong Kong is positioning the industry as an intelligent fashion exhibition and trade complex. In the future, it will form a fashion industry ecosystem with brand exhibition, trade, logistics, exhibition and business services. China's clothing growth brand is a small and medium size clothing brand with strong development advantages based on the national textile and garment professional market. The strategic layout of Fuli, Hong Kong and Hong Kong is built around the typical demand of the brand development process of the small and medium garment enterprises. It is committed to escorting the development of China's clothing growth brand with the core advantages of the "data intelligence" of the Hong Kong and Shanghai port, and to contribute to the development of the fashion industry.

Luo Ganzheng, standing committee and deputy district head of the District Committee of Huadu District, Guangzhou

Luo Ganzheng, standing committee member and deputy district head of the District Committee of Huadu District, Guangzhou, said in his speech that Fuli, as the pilot market of the national market purchasing and trade mode and the economic Benchmarking Project of the textile and garment industry platform in Huadu District, was born in Huadu District and developed in Huadu District. For Huadu District, the construction and development of future platform economy will be of great significance. I believe that Fuli, Hong Kong and Hong Kong will play an exemplary role with the high sense of responsibility and strong operation advantages of the eco industrial operators in Huadu District. It will become a strong agent for more high-quality projects to settle in Huadu District, thus leading more and more markets, enterprises and platforms to enter Huadu, leading the new mode and new format of Huadu industry development, promoting the brand development of clothing and apparel industry, and adding "Huadu power" to the development of China's clothing and apparel industry.

Yang Jinchun, executive vice president of China Apparel Association

In order to further promote the independent original development path and experience of China's clothing growth brands, set up a typical industry and promote industrial innovation, the Circulation Association of China Textile Industry Federation and the China clothing association also carried out tracking research and Research on the recommended brands in the past ten years. At the same time, with reference to the recommendation of the Chinese clothing brand incubation base, a group of pioneer models was launched. Yang Jinchun, executive vice president of the China clothing association, read out the decision on Issuing the "2010-2019 China Fashion growth brand pioneer list". Subsequently, the General Assembly held a leading role in China's apparel brand channel business pioneer, the original pioneer of China's clothing growth brand, quality pioneer, fashion pioneer, business pioneer and growth model.

Xu Jianhua, vice chairman of circulation Committee of China Textile Corporation

In recent years, the platform economy has become an important means to optimize and upgrade the textile and garment market. It has played an important role in deepening the integration of resources, value-added services, improving circulation capabilities, and building flexible supply chains. At the meeting, Xu Jianhua read the decision on awarding the title of "textile and garment industry platform economic pilot unit". Subsequently, Xia Lingmin presented to the Guangzhou white horse clothing market general manager Chen Baohong, the chairman of Guangzhou International Textile City, Zheng Kai, Bu Xiaoqiang, general manager of Guangzhou red cotton international fashion city, and 4 representatives of Wang Dongting, deputy general manager of Fuli Hong Kong trade port.

Every honor comes from enduring pay and unremitting exploration. In the thematic sharing session, Ceng Qingming, chairman of Dongguan Li so Clothing Co., Ltd., and Chen bahong, general manager of Guangzhou white horse clothing market, share the experience with guests from the perspective of China's clothing growth brand, China's excellent supply chain platform for Chinese clothing and China's clothing brand incubation base, and think about the growth prospects of the local small and medium-sized clothing brands.

Zhang Haiyan, executive vice president of circulation branch of China Textile Corporation

The recommendation of China's clothing growth brand is a national and professional industry recommendation jointly carried out by the Circulation Association of China Textile Industry Federation and China Apparel Association. The aim is to foster the development enthusiasm of small and medium-sized garment enterprises, set up excellent industry benchmarks, and discover the growth path of independent original brand. At the meeting, Zhang Haiyan, on behalf of the China Textile Federation circulation branch, released the "2010-2019 China garment growth brand work report", carding the ten year development skeleton of Chinese clothing growth brand, the growth characteristics and development achievements of different brands, and pointed out the direction for the development of brand service in the future.

Chang Cao Tingrui, executive vice president of the China clothing association, Liu Jiaqiang, vice chairman of the China Wool Textile Association, Zhang Haiyan, vice president of the China Textile Federation, vice chairman of the China Federation of fashion designers, Xie Xie, chairman of Guangdong garment and apparel industry association, chairman of the Guangzhou clothing and apparel industry association, deputy director general of the District Committee of the Huadu District, deputy general manager of Fuli group, vice president of Fuli, Hong Kong and vice chairman of the trade, vice president of Fuli group, general manager of Fuli, Hong Kong and so on, as well as the Chinese clothing brand incubator base from all over the country, the Chinese clothing growth brand, the excellent channel manufacturers of Chinese clothing brands, and the representatives of the local trade associations. Xia Lingmin, vice president of China Federation of textile industry and chairman of circulation branch, textile department, Department of consumer goods industry, Ministry of industry and information technology