In 2020, in the face of the new development environment and epidemic situation, China's clothing industry will steadily promote the resumption of work and production, firmly grasp the new opportunities of the digital economy era and consumption reform, actively adjust the development strategy, accelerate the pace of structural adjustment, transformation and upgrading, and continuously improve the industrial supply capacity and level, and the steady recovery and innovative development trend of the industry are obvious, It shows the industry's strong development toughness and good high-quality development potential. I. economic operation of China's garment industry in 2020 (1) clothing production recovered steadily, and the decline in output continued to narrow
Since 2020, with the effective control of the domestic epidemic situation and the gradual recovery of the international market, the clothing industry production has recovered steadily, and the decline rate of production has been narrowed compared with the initial stage of the epidemic. According to the data of the National Bureau of statistics, from January to December 2020, enterprises above Designated Size in the garment industry have completed a total of 22.373 billion pieces of clothing, a year-on-year decrease of 7.65%, and a decrease of 12.64 percentage points compared with the first quarter. ? Cumulative growth of garment output of Enterprises above Designated Size from 2019 to 2020
Source: National Bureau of statistics （2） The domestic market is obviously better, and online sales are the first to grow positively During the epidemic period, as an optional consumer goods, the consumption intention of clothing goods was not strong, and the decline of clothing consumption was more obvious in the overall decline of consumer demand. With the steady acceleration of the process of resumption of business and market in China, the consumer confidence of residents has been restored, the market vitality has continued to rise, and the decline rate of domestic clothing market has continued to narrow, and the steady recovery trend is obvious. According to the data of the National Bureau of statistics, from January to December 2020, China's total retail sales of consumer goods reached 3919.06 billion yuan, a year-on-year decrease of 3.9%, and the decline rate was 15.1 percentage points lower than that in the first quarter. Among them, the total retail sales of clothing commodities of units above the quota reached 882.39 billion yuan, a year-on-year decrease of 8.1%, and the decline rate was 26.2 percentage points lower than that in the first quarter.
Cumulative growth rate of various indicators in domestic clothing market
Source: National Bureau of statistics The new retail mode promotes the rapid recovery of online clothing consumption. With the promotion of online consumption normalization and activities such as "618 Shopping Festival" and "double 11", the cumulative growth rate of online retail sales of wearing goods turned positive and rebounded rapidly. According to the data of the National Bureau of statistics, from January to December 2020, online retail sales of wearing goods increased by 5.8% year-on-year, 20.9 percentage points faster than that in the first quarter. Physical sales improved significantly. According to the statistics of China National Business Information Center, from January to December 2020, the retail sales of clothing goods of key large-scale retail enterprises in China decreased by 20.71% year-on-year, and the decline rate was 27.14% lower than that in the first quarter. Since October, the retail sales of clothing in a single month has resumed positive growth for three consecutive months. (3) the downward trend of export gradually eased, and the export in a single month returned to positive growth
Since 2020, the epidemic situation has led to a sharp decline in clothing consumption demand in the international market, resulting in a sustained negative growth of China's clothing industry exports. Thanks to the effective control of the domestic epidemic situation, China's clothing industry quickly restored production and supply by virtue of a complete industrial chain and supply chain system. Under the circumstances of the restart of overseas economy, the rebound of market demand and the return of some orders, the decline of clothing export gradually eased, and began to show positive growth for five consecutive months from August. According to the data of China Customs, from January to December 2020, China's total exports of clothing and accessories reached US $13.782 billion, a year-on-year decrease of 6.4% and a decrease of 14.2 percentage points compared with the first quarter. China's clothing export in 2020
(4) the scale of investment has been greatly reduced and the recovery rate is relatively slow
With the recovery of domestic and international markets and the remarkable effect of national "stable investment" related policies, China's clothing industry investment decline continued to narrow. However, due to the severe decline in market sales during the epidemic period, the pressure on enterprise capital turnover increased sharply, the investment willingness was not strong, the investment capacity was limited, and the industry investment scale was significantly reduced, and the recovery speed was relatively slow. According to the data of the National Bureau of statistics, from January to December 2020, the investment in fixed assets of China's clothing industry decreased by 31.9% year-on-year, and the decline rate was 13.9% lower than that in the first quarter; Over the same period, fixed asset investment in the textile industry and manufacturing industry decreased by 30.2% and 23.0% respectively compared with that in the first quarter, while that of the clothing industry was significantly lower than that of the textile industry and the manufacturing industry as a whole. Cumulative growth of fixed assets investment from 2017 to 2020
Source: National Bureau of statistics (5) the quality and efficiency of the industry are constantly improving, and the operation pressure is still great
Under the influence of the success of epidemic prevention and control in China, the restart of international market demand and the implementation of various supporting policies, the circulation of China's clothing industry has been gradually unblocked, the business situation of enterprises has been improved, and the decline rate of major benefit indicators of the industry has been continuously narrowed. According to the data of the National Bureau of statistics, from January to December 2020, 13300 garment enterprises above Designated Size in China have realized an accumulated operating income of 1369.726 billion yuan, a year-on-year decrease of 11.34%, and the decrease rate is 12.12 percentage points lower than that in the first quarter; The total profit was 64.444 billion yuan, a year-on-year decrease of 21.30%, a decrease of 22.20 percentage points compared with the first quarter; The profit margin of operating revenue was 4.68%, 0.59 percentage points lower than the same period in 2019, but 1.53 percentage points higher than that in the first quarter. Although the profit situation of enterprises has improved significantly, the industry still faces greater pressure under the situation of insufficient market demand and declining production and sales. From January to December, the losses of clothing enterprises above Designated Size nationwide reached 23.16%, 9.82 percentage points higher than that of the same period in 2019, and the loss amount of loss making enterprises increased by 62.41% year on year; The proportion of management, sales and finance expenses was 9.24%, 0.16 percentage points higher than that of the same period in 2019; The total assets turnover rate and finished product turnover rate of the enterprise were 1.21 times / year and 12.69 times / year respectively, which were 10.69% and 10.91% slower than that of the same period in 2019. Changes of main benefit indexes of Enterprises above Designated Size in China's garment industry in 2020
Source: National Bureau of statistics 2. Operation characteristics of China's clothing industry in 2020
(1) innovation boosts the steady recovery of the industry In the face of a new development environment, China's clothing industry adjusted its development strategy in a timely manner, and actively switched to the production of medical materials such as masks and protective clothing, which were in short supply for epidemic prevention, so as to fully guarantee the supply of important anti epidemic materials. At the same time, brand enterprises use private domain flow to carry out full staff marketing, firmly grasp the industry essence of product innovation, and constantly strengthen product R & D design, quality safety and market response ability, so as to adapt to the changes of lifestyle and consumption style after the epidemic; Foreign trade enterprises actively take measures such as online remote office, cross department and cross system remote cooperation based on network to communicate with customers in European and American markets, rearrange order production, and minimize enterprise losses. In particular, with the continuous recovery of garment production and the steady improvement of market demand, garment enterprises continue to strengthen the digital transformation of the whole process, and continue to innovate in design and development, lean management, business model, cross-border cooperation, etc., and the steady recovery of the clothing industry is further consolidated. ? (2) digital upgrading has been promoted in an all-round way In 2020, the demand of digital economy and industrial integration will be further released. Clothing enterprises actively comply with the general trend of the new round of industrial revolution, continue to speed up the application of intelligent software and automation equipment in clothing design, production, sales, logistics and other processes. Through the omni channel integration of online e-commerce platform and offline smart stores, the online and offline sales channels are optimized and integrated, and the supply chain center, platform, sales and logistics are built and improved From intelligent retail, intelligent order, intelligent cutting, intelligent circulation to intelligent sorting, the new retail middle platform and digital operation platform realize the whole process of intelligent production and production of orders, and promote the reform of flexible supply chain and the construction of Omni channel retail operation capacity. ? (3) the new retail mode has gradually become normal The large-scale isolation during the epidemic period led to the closure of offline stores, sharp drop in passenger flow and pressure on sales. In the face of offline traffic almost stopped, online new channel expansion became the only choice for clothing enterprises to revitalize sales. The epidemic has accelerated the practice of new retail mode by enterprises. Enterprises have carried out in-depth operation modes such as live e-commerce, small program e-commerce, online celebrity micro business and community marketing, broaden new online retail channels, obtain private domain traffic, establish multi-dimensional connections with consumers by means of digital means such as social network, further strengthen the integration of online and offline channels, and at the same time, use AI New technologies such as big data analysis enable products and retail terminals, and build and improve the omni channel retail system of online and offline collaborative development. ? (4) brand culture attributes have been significantly enhanced Clothing brands seize the opportunity to shape the core values of the brand, actively promote the development strategy of personalization, youth and fashion, pay attention to the cultivation of product cultural attributes and connotation, significantly improve the creative ability of fashion design, and gradually mature brand culture, product quality, cross-border cooperation and other aspects In terms of ecological health, the consumption experience of the brand has been greatly improved, and the recognition, reputation and influence of local brands have been continuously improved. ? (5) continuous improvement of industrial chain synergy capability Under the epidemic situation, the development of enterprises has changed from local coordination to industrial coordination. Based on the deep integration of 5g, artificial intelligence, Internet of things, cloud computing and other new technologies with the clothing industry, relying on industrial clusters and e-commerce platforms, information-based and digital industry sharing and cooperation platforms are constantly emerging, integrating high-quality resources of the industry, promoting the informatization construction of enterprises, and the interconnection between upstream and downstream of the industrial chain, large, medium, small and micro enterprises, We will create an efficient docking and cooperation ecosystem, and promote the industry service level and industrial chain synergy ability.
