Sun Ruizhe: China'S Textile And Apparel Industry Is Still At The Low End Of The Supply Chain (1)

"International supply chain has a lot of reference for China's industrial development and brand development.

What we call the international supply chain, from the outsourcing of initial processing to the outsourcing of design, to the outsourcing of procurement, is actually a process of outsourcing responsibility and risk.

Sun Ruizhe, vice president of China Textile Industry Association, said at the 2010 textile and garment industry chain Technical Innovation Conference held in Fuzhou in June 17th.

One consensus is that China's textile and garment industry is the single industry with the longest chain and the most employed industries.

The current situation is that China's textile and garment industry is still at the low end of the supply chain, and has no right to speak in the changing international market competition.

However, with the continuous development of China's textile and garment industry, today's competition is not a point to point competition between enterprises and enterprises, brands and brands, and the means of "stars" plus "advertising" are no longer "magic weapons". Competition between supply chains has become the key.

From the spinning, weaving, bleaching and dyeing, batch production, to brand marketing management, channel management, logistics distribution, after sale management of retail terminal, how can you seize its "throat" in the face of this long chain?

As a matter of fact, it's vertical.

The Technological Innovation Conference of the textile and garment industry chain, with the theme of "optimizing the textile industry chain, technological innovation and promoting development", has brought a deep thought to explore the pformation and upgrading of China's textile and garment industry - it is time to turn "olive" into "dumbbell".

One orientation: effective demand for market and consumption

Textile and garment supply chain, from upstream to downstream, from spinning and weaving to retail terminals, the ultimate goal of the chain still falls on the market.

Therefore, as a link in the supply chain, market demand is particularly important.

"The global financial crisis that broke out in 2008 is, in a strict sense, a problem in the financial field, but it also changed the way of life and consumption in the West.

Western consumers will spend less money in the current situation, but this thrift will surely become a trend.

So this is not a cyclical crisis and adjustment in the traditional sense, but a fundamental and structural adjustment.

This will directly affect the consumption pattern of consumers, and consumption will gradually become rational.

Sun Ruizhe, vice president of the China Textile Industry Association, said.

And when consumers' consumption tends to be rational, they will gradually abandon the past consumption of luxury, and tend to choose products that are suitable for themselves and can really satisfy their needs.

After all, the consumption culture of China is still different from the western consumer culture -- the consumption culture of Europe is the reaction of classic and aristocratic fashion in modern life, so the luxury brand is represented by Europe; the United States is the industrialization fashion aiming at the middle class; and China's consumption fashion culture should be populace, which is the mainstream demand of the next consumption.

Sun Ruizhe said: "our consumers must be the pursuit of good design, reasonable quality and low price.

Besides, brand should establish consumer loyalty in terms of environment, healthy lifestyle and corporate social responsibility.

China's consumer market is huge, and different regions and different consumption groups show different consumption characteristics.

Statistics show that in recent years, the proportion of clothing expenditure to income level of Chinese residents is not directly proportional to income level, that is, the growth of residents' consumption in clothing is higher than that of income growth.

Sun Ruizhe believes that urban residents, the annual income of 40 thousand yuan to 100 thousand yuan, the fastest rising residents, become the main consumer, they contributed nearly 30% of clothing consumption demand; from the age group, 35 to 45 years old is the main force of consumption, and 25 to 29 years old is a very dynamic group, is also the industry should focus on the group.

At the same time, a notable phenomenon is that the market of domestic first tier cities is almost mature and saturated, and the two or three line city market has become a new market growth point of textile and garment industry.

The residents of some two or three tier cities even consume more than the first tier cities, so many foreign brands have entered the two or three tier cities in China.

In addition, China's consumption is particularly affected by the process of urbanization.

According to Sun Ruizhe, by the end of last year, the urbanization process in China was about 46% of the urban population and 54% of the rural population, and the potential consumption capacity of the rural residents would be gradually released.

"By 2030, the volume of China's textile and garment market will grow at an average annual rate of at least 10%.

The overall improvement of income level and the increase of urbanization rate will bring about the upgrading of consumption power and the change of consumption concept.

Sun Ruizhe also said that in the era of shortage economy, consumers' demand for products was merely satisfied with "having".

But today, with the great abundance of material products, consumers are more and more sensitive to the functionality and price of products. They also have new pursuits in terms of their technological content and cultural content.

"Especially for brand enterprises, we should not impress consumers in the traditional sense of quality and function. We must become a part of consumer demand in terms of brand culture and social responsibility."

It can be seen that consumer demand is complex and diverse.

It will be a test for an enterprise to accurately grasp its own consumers in the complex and diverse needs of consumers.

In fact, the textile and garment industry is a product manufacturing industry, no matter what you are doing.