Five trends in China's garment industry
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Different from the two rounds of garment industry development in the 1990 s and the past decade, the new trend of China's garment industry in recent years mainly presents the following characteristics:
1, capital to promote industry integration
In the view of Jiang Hengjie, executive vice president of the China Garment Association, what will start in the industry in the future may not be a brand war, not a price war, not a channel war, but a capital war. According to his analysis, the future garment industry will change the pattern in "fission" and "fusion. "Split" refers to the further subdivision of the market and the industry; "poly" refers to the further aggregation of capital and resources to advantageous enterprises. Along with the market segmentation is the further agglomeration of brands, and the field of fine categories will successively move towards the road of integration. The intensive and group development of clothing brands is the inevitable historical development of the clothing industry.
This round of new leap in the garment industry, capital will become a bigger booster. In the future, enterprise competition will no longer be limited to the level of product competition, but the competition of strength between the overall resources of enterprises. The era of capital is king and capital integration is coming. In the future, enterprises will face the subject of integration and integration.
In fact, the traditional clothing industry in the fashion casual wear, professional outdoor clothing and other categories of enterprises, as well as clear positioning of the network direct sales clothing enterprises, has been favored by IDGVC, Sequoia Capital and other international venture capital enterprises. In the development of this round of clothing industry, clothing brands with professional experience will expand and complete listing rapidly with the help of capital, and even start the process of internationalization, and the number of listed companies in the clothing sector will increase rapidly.
2. Expand network sales channels
For garment enterprises, what does online sales mean? In 2008, PPG experienced a moment of noise to disappear, which stimulated many garment enterprises. E-commerce is no longer a new term, and online sales of clothing have increasingly penetrated into the consumer layer. When many small sellers on Taobao have gained a lot of money, more clothing companies and brands are thinking about how to make better use of the online platform. Network channel has become a new trend of channel construction in garment industry.
Nowadays, many garment enterprises are seizing the share of the network market, but this is still the beginning and is still in the exploratory stage. However, the most suitable way at this stage is to integrate traditional channels and network channels, and use them at the same time to improve efficiency, learn from each other, complement each other, and increase the overall market share of products.
3, enter the chain era
In today's rapidly changing competitive environment, brand manufacturers are increasingly close to their suppliers, distributors, distributors and consumers. The competition between single enterprises will also turn to the competition between group enterprises. Enterprises must join a certain group of enterprises through different paths. This group can be a multinational enterprise or a brand combination chain. "The strong join hands and dance with the strong" is the way to win.
In the view of He Jun, chief brand planner of the point-to-point brand consulting agency, the core competitiveness of Chinese apparel companies is precisely the optimal allocation of resources and the optimal integration of the industrial chain. Due to the asymmetric distribution of clothing raw materials, textile technology, production bases, talent structure, capital operation, clothing information, etc., resources have not been optimally allocated. The top priority is how to optimize the industrial chain.
Experts said that the idea of industry chain management is "a strategy based on collaboration, which connects business operations across enterprises in order to realize a common vision of market opportunities". The quality of the product, the efficiency of the operation and the level of gross profit depend on the ability of the enterprise's supply chain management and process control.
Similarly, the competition between individuals and individuals of Chinese clothing brands has been transformed into the competition between the industrial chain and the industrial chain. The docking and coordination between the supply chain of clothing enterprises and the supply chain of other enterprises will become more important. China's garment industry has entered the chain era.
The competition in this chain era is mainly reflected in three aspects:
First, the core competitiveness of mutual complement and optimization. To build a strong supply chain means professionalism and division of labor. Every member who joins it must be the best strategic partner, and this best quality means that you must have unique advantages in your field., Core competitiveness and control ability. Only this "excellent" system combination can make the supply chain strong.
The second is a quick response.
Third, the efficient coordination of various cooperative partnerships. In an ideal supply chain collaboration network, suppliers, manufacturers, distributors and customers can dynamically share information, work closely together, and develop towards a common goal. To achieve such efficient collaboration, one is the need for continuous brand control and management of suppliers; the second is the need for brands to take the initiative to control some of the core links of the supply chain, and the successful operation of the enterprise itself system and experience copied to these links, the third is the need for brands and partners to establish a common collaborative planning and effective implementation.
Experience 4 is king.
The new generation of consumer groups are more pursuing individual experience. In order to meet such needs, clothing companies will pay more attention to the environment and service quality of the store, including the decoration of the store, the structure of the product, the image, temperament, and attitude of the service personnel. In recent years, the flagship store model has gradually become the passion of domestic powerful brand enterprises due to breaking through the single function of "sales" of clothing stores and giving more interactive platforms. Zara, UNIQLO, Binbao implemented the "4S" experience hall model is such an example.
5. Ocean-China Blending
In recent years, more and more domestic fashion designers have become famous in the European and American fashion markets, and major luxury brands have also entered China's first-tier cities. Not only that, fast fashion brands such as ZARA, H & M, and GAP have also entered China one after another. The high-speed transmission of trend information in the East and the West has made Western design resources more used in China. The high integration of Eastern and Western popular elements has become a typical feature of China's clothing industry.