The Epidemic Has "Imprisoned" Consumption. Will The Retaliatory Consumption Come After The Outbreak?

Under the epidemic, how is the progress of textile and garment production resuming? What is the trend of manufacturing transformation? What is the impact of the current and future foreign trade? And how should we take care of future consumption trends?

As a record player and lookout for the industry, the textile and clothing Weekly has opened an interactive interview column for "war epidemic reception hall". It invited entrepreneurs, experts and scholars to take part in the new difficulties and changes in the industry under the new crown pneumonia epidemic situation. With the export, consumption, production and other chapters, it will grasp the current situation with the industry readers and explore the way of development.

Guests during the current interview:

Dezhou Hengfeng group

Director general Sun Chuan Fang

Wujiang Shengze silk Co., Ltd.

Chairman Wu Jianhua

Beijiang Zhi Lian textile Limited by Share Ltd

General manager Gu Xiang

Independent analyst in footwear industry

Shanghai Liang Qi Brand Management Co., Ltd.

General manager Cheng Wei hung

Host:

Textile and clothing weekly

Associate editor in chief Xu Chang Jie

TA Weekly:

The pace of resumption of industrial production is accelerating now. In March, China's Manufacturing Purchasing Managers Index (PMI) was 52%, up 16.3 percentage points from the previous month. The overall expansion of the economy last month showed that the supply and demand of the market improved and the policy effect gradually emerged. Is the production and marketing of enterprises in the recovery stage?

Sun Chuanfang:

More than a month ago, Hengfeng's orders and production were flourishing. However, affected by the international epidemic situation, the situation in the next two months is not optimistic. The situation in the second half of this year will be improved with the control of the international epidemic situation. In order to achieve steady development, Hengfeng group strengthens strategic cooperation with upstream and downstream partners to further improve production and financing interaction. Through the Shandong manufacturing innovation center, it promotes the high quality development of enterprises, improves product quality and service level, strengthens team building and improves enterprise's ability to resist wind risks, so as to achieve the group's two pioneering goal.

Gu Xiang:

For textile and garment industry, many customers are overseas, so the biggest impact of the spread of overseas epidemic is the stagnation of demand. Indeed, some customers will cancel or suspend orders. There are two points that we can do as an enterprise. First, maintain close communication with customers and strive for solutions that are mutually beneficial to both sides. Second, our market and customer base are diversified, and both internal and external sales have been done, so we are actively distributing orders to mitigate the impact.

Wu Jianhua:

We have already received gift orders such as import fairs and other major events, including the creative products orders of some museums and other cooperative units. Now production is slowing down, but we are more focused on design, including the management of the design team, focusing on deepening the design, and then wait until the end of the epidemic can be quickly put into production.

The production can work overtime, but the design can not cram at the same time. I believe that after half a year's careful preparation, our products will be more competitive after the outbreak.

TA Weekly:

In fact, when it comes to consumption changes, it is very obvious that the epidemic has further spawned the development of the textile and health industry. What do you think? What are the future initiatives in product positioning and layout?

Sun Chuanfang:

From the point of view of consumption upgrading, with the increase of per capita GDP in China, people pay more attention to health and ecological environment protection. The large health industry of textile industry is an inevitable trend of development. The occurrence of the epidemic has accelerated this trend, which is beneficial to people's living habits, health and industrial development. Hengfeng has always attached great importance to product research and development in the field of textile health. For example, the series of copper fiber yarns produced by our research and development can effectively antibacterial and bacteriostatic. The negative ion yarn series has good health care, bamboo fiber yarn can be bacteriostasis, and plant dyed yarn is comfortable and environmental protection, there are still many. Judging from the trend of industrial development, Hengfeng's product positioning is correct. We will continue to increase R & D efforts, further strengthen cooperation with the upstream and downstream industries, and introduce more healthy products.

TA Weekly:

This epidemic is catalyzing the new infrastructure of 5G and industrial Internet. How do you expect this? What does this mean for the textile and garment industry?

Sun Chuanfang:

In the short term, "new infrastructure" can rapidly expand effective investment in the current era, thereby promoting consumption, and is conducive to actively expanding effective demand. In the long run, "new capital construction" is an inevitable requirement for our country to nurture and develop new kinetic energy.

At present, Hengfeng group has been exploring cooperation with precision perception companies, which has a good role in promoting the development of enterprises. We are very much looking forward to the new infrastructure in the textile industry has more applications, upgrading the textile industry chain, breaking through the bottleneck of industrial development.

TA Weekly:

Economy is the cycle between production and consumption. Nowadays, more and more industries and enterprises are returning to work, and compensatory consumption has also appeared in varying degrees. It is predicted that retaliatory consumption will occur in the second half of the year, but some analysts believe that demand will continue to slump, but it is certain that it will enter a recovery period. What do you think of this?

Sun Chuanfang:

I think there will be a climax of consumption. At present, the epidemic situation in China has been effectively controlled. The state strongly advocates resuming work and resuming production. All localities are also guiding consumption through issuing consumer vouchers and leading government departments to take the lead in restaurants. The three carriages of China's economy are investment, consumption and export. The current export is seriously affected by the international epidemic. Consumption and investment will certainly have a great effect. In this regard, there will be a climax of consumption.

Gu Xiang:

If the epidemic is easing in the next 3 months, it is foreseeable that there will be a rebound in the second half of the year. Clothing is also a necessary consumer product. Enterprises should plan ahead. If we gradually see that customers' enquiries and adjustments are increasing, we must plan for production in time.

Wu Jianhua:

In fact, some necessary activities have been reduced to the second half of the year or after the end of the epidemic. For example, interpersonal communication, such as marriage, has been put in the second half of the year. Their consumption demand still exists. The outbreak of the outbreak after the outbreak of the epidemic will also lead to the outbreak of consumption.

TA Weekly:

At the beginning of the year, many textile enterprises launched the mask business during the outbreak of the domestic epidemic. But now that the domestic epidemic is flat, we have heard a lot of problems arising from the production of face mask enterprises. How can the production end balance the supply of the consumer side?

Gu Xiang:

I think, at the supplier side, we need to sort out our product mix and make good production planning, so as to avoid overstocking the stock under the influence of the epidemic. Secondly, I think more importantly, on the demand side, mobilize all forces, actively communicate with customers, make decisions more quickly and efficiently, and closely follow the changes in the epidemic situation to get orders.

For example, in the case of export disruption, enterprises must go to other markets, but if many enterprises did not do the domestic customer base or product direction, it would be very difficult to turn around in a short time. For many textile products, for example, the demand in the international and domestic markets will be different and need to be adjusted.

Cheng Weixiong:

Recently, all kinds of treasure houses have come out of the epidemic. From the legendary country's new capital construction to many clothing brands, to the boss to the shopping guide, a lot of micro businesses have emerged overnight, and many shopping links are full of small programs. Each micro dealer has put his whole body in order to show how good his home is and how affordable the price is.

At the moment, the industry has resumed work, but the flow of people is not normal. Although it is rumoured that the retaliatory consumption is so beautiful, is it really that good? Only when businessmen clearly understand the fact that they are unable to make ends meet, the winter clothes will stop abruptly in the peak season of the Spring Festival, and the businessmen who expect to earn money in the Spring Festival can only sigh for the goods. After the Spring Festival, the overall backlog of spring products has become a reality. Some of the franchisees who join in the business want to ask the franchisee 100% to return the goods, but the brands that do direct business have to quietly do micro businesses, and so on. The payment of funds seems to be a problem for factories again.

One year's plan is in spring, and the way of Spring Festival is very special. It has far-reaching influence on the current local textile and garment industry. The eight immortals cross the sea with all kinds of magic. The mask is just needed. The transformation mask produces all kinds of industries, but it is not as good as it is in the original accessories and production setup of the mask.

There are great opportunities in any major crisis. The opportunity is equal before the darkest and darkest hours before the dawn, but the endurance is not equal, there is endurance until the beginning of the dawn, and there is no moment like dawn without endurance. In the current economic environment, the elimination tournament has actually started. Before the outbreak of the epidemic, a number of enterprises are dying. This is the law of survival. It will speed up the transformation and upgrading of industries, accelerate the rapid integration of upstream, middle and downstream sectors, speed up the integration of all aspects of industrial value and user demand, and truly cater to user demand orientation, rather than the current planning guidance and demand oriented contradiction of the industrial value chain.

TA Weekly:

To boost consumption in an all-round way has become the focus of the next period. Many regions have begun to promote consumption vouchers. In fact, for consumption, what consumers need more is confidence, which comes from the confidence that they can expect in the future. At the moment, more people think that rational consumption and rainy days are more important. Therefore, we can predict that along with the further improvement of the domestic epidemic, the consumption will gradually get warmer. But because consumers are more alert to the epidemic, the recovery rate will also be increased. Relatively slow, it can be seen that the simultaneous recovery of consumer power and confidence is the key.