The Situation Of Chinese Clothing Brands Is Optimistic In 2021

Last year's "extended version" of the Spring Festival is still fresh in people's memory. It is still difficult to hide anxiety and confusion about the future on the face of the country's united and strong campaign. Both enterprises and wage earners are thinking in their hearts how to spend 2020?

However, during the Spring Festival of the year of the ox, both online and offline store data of clothing retail have given good results, which indicates that the fashion form of China will be optimistic in 2021

Just when everyone thought that this situation would last until 2021, a big reversal came unexpectedly in October. "We just lowered the plan at the end of September, but during the National Day holiday in October, we worked overtime urgently and added 100 tons of fabric," the head of Aoli Aoli, a famous clothing enterprise, told the author. In particular, cashmere fabrics, fabric factory how many goods to order, and even once appeared with cash in line to grab goods. "This data is more and more unlike a brief recovery after the epidemic, and the sales data for consecutive months are even higher than the same period last year.". The head of Aoli brand said that at first, they thought it was just the occasional seasonal change, but this trend continued until the eve of the 2021 Spring Festival. Not only is online sales soaring, but Aoli's offline stores in China are in short supply. Aoli's specialty stores in China have not increased significantly except Shenyang, Harbin, Xi'an and Tianjin. The other 17 cities (Hangzhou, Huzhou, Shanghai, Guangzhou, Ningbo, Beijing, Chengdu, Wuhan, Dalian, Nanjing, Nanchang, Changsha, Chongqing, Kunming, Qingdao and Zhengzhou) have achieved 20% - 50% growth. In particular, the winter clothing of Guangzhou and Xiamen stores more than doubled than last year. However, compared with domestic stores, Aoli's foreign stores (Moscow, Los Angeles, Paris, Lyon, Melbourne, Barcelona, Singapore and Sydney) are still in a loss or closing state. Only the stores in Tokyo and Osaka have reached the 80% level in previous years. From the domestic cross-border e-commerce performance in the second half of the year, it also confirms that the overseas local retail industry is still in the semi paralysis, and it needs to rely on China's retail exports to meet its basic needs.

In the second half of 2020, cotton yarn has soared from 17000 / T to 35000 / T before the Spring Festival in 2021. 90% of the white duck down also rose from 150000 / T to 350000 / T.

Can such growth last until 2021? Is the rise of Chinese clothing due to the "retaliatory rebound" of consumption suppressed by the epidemic? The author thinks that there is this factor, but it is not the main factor. The four month sales rise is no longer just an occasional rise for Chinese clothing brands, which reflects the resilience of China's economy and people's confidence in the economy after the epidemic.

In the second half of 2020, the rise of Chinese clothing brands against the trend is unexpected, even the major famous brands are not prepared, happy "by surprise". So, is 2021 going to continue the good trend or falling back? The person in charge of the children's wear brand "childhood secret" of the same group as Tuolu told me that he thought the answer was yes. On the one hand, the rise in cotton yarn prices is due to the failure of overseas Australian cotton, Indian cotton, Pakistan cotton and other high-quality cotton yarns to enter the customs, on the other hand, the increase in demand. First, the Chinese people have regained confidence in the economy, the economy has recovered in an all-round way, and they dare to consume. Second, the foreign epidemic situation is stable, and global consumption has recovered or even "rebounded". Global demand still "can only" rely on the export of Chinese clothing for at least half a year. Even if the foreign epidemic situation is stabilized by the implementation of vaccines, it is impossible for foreign countries to quickly restore normal production capacity before the end of summer, and the global production capacity still depends on China. Even though Southeast Asia can produce garments, their main ingredients still come from China, and their government return to work efficiency and enterprise efficiency are not comparable to China. These two strong demands are sure to make Chinese clothing brands continue to rise in 2021. According to this judgment, toread group has already reserved 1 million pieces of ready-made clothes and 200 tons of fabrics before the Spring Festival, and is ready to meet the bull market of Chinese clothing in 2021.

In order to meet the big probability bull market of China's clothing market in 2021, Chinese clothing brands should not only prepare food and grass, but also think for the longer-term future: how to do a good job in internal work and seize the opportunity of overtaking on the curve from the international post epidemic era.

Design innovation and quality determine the brand connotation and future. The impact of the trend culture makes the younger generation have a more unique and personalized demand for fashion. They will have higher aesthetic expectations for the identification and style of clothing, and choose different styles, types and materials of clothing according to different life scenes. Due to excellent planning and design ability and quality, good brand recognition will bring more brand premium. In the interview, although some people think that consumption is degraded, and some brands intend to lower the fabric and technology to win the so-called degraded market, most famous brands and Aoli brands have their own persistence. Aoli was first founded in the UK in 1983. In 1997, Aoli brand experienced significant changes. The company was acquired by British clothing retailer Arcadia group and became a member of it. In 2005, he won the St Martin's college design award, the Kingston Design Award in 2010, and the Westminster Design Award in 2014. In 2017, Aoli, a well-known brand, was transferred to the company of pianeercamp group. Toread not only introduced the brand, but also introduced the technology and functionality of toread group to Aoli brand. It adhered to the design concept of high-quality and comfortable fabrics and international cutting-edge to strengthen its high-quality, strong function and fashion brand tone.

China's garment industry has entered a new stage of high-quality development. Science and technology, fashion and green are becoming the new orientation and new label of China's textile and garment industry. Successful brands have increased their investment in planning and design to improve their independent innovation and planning and design capabilities.

Once again, the crisis is also an opportunity. The epidemic has brought great trauma to the global economy, but there is also a new life in the trauma. In 2020, China's clothing brand has recovered. In 2021, Chinese clothing people will take unlimited courage to accept new challenges, and will also meet rare opportunities with cautious and optimistic attitude.