Expert Analysis: What Does A Shirt Sell For 8000 Yuan?

One piece

Hundreds of times or even tens of thousands of times, such a wide gap exists in the clothing industry.

After the outbreak of the financial crisis, there were a few yuan or even 1 yuan "cheap" clothes on the streets of Guangzhou. In the shopping mall, some high-end brand clothes can still be sold for more than 10000 yuan.

It is true that different people wear different clothes.

Ah Hong recently turned off her more than 100 garment factory in Foshan. There was no one who knew the design in the factory. Sometimes, ah Hong copied some styles on the Internet to produce, but most of the time she made clothes for others and processed some simpler export orders.

In the past five or six years, the cost of a garment has not changed much, and the wages of workers have been climbing steadily. The monthly salary has approached from 2000 yuan to hundreds of yuan.

However, the rising cost of labor and raw materials is somewhat more expensive.

From manufacturing to design

Shenzhen winner Clothing Co., Ltd. (hereinafter referred to as the "winner") has more than 3200 employees. The monthly salary of workers is basically over 2000 yuan, and they also need to eat and lodge. Under the condition that many fabrics have risen more than 30% this year, they still maintain 42% sales growth and a good profit.

In order to digest the relatively high cost operation, the technology companies like HUAWEI, ZTE, TCL and other technology companies have left their roots in the city of Shenzhen. The winner Chen Lingmei, who has been climbing the garment industry for more than ten years, has stepped out of the shadow of the collapse of the garment processing plant at the beginning of the business, and has constantly worked hard to pform and upgrade and gradually achieve a "fish jump".

On the nine road of Che Kung Temple, Shenzhen, the winner has more than 9000 square meters of five modern business office buildings. The design department, the plate making room, the sweater R & D department, the fashion club and the brand new display shop all focus on the theme of brand design and development.

Chen Lingmei told the first Financial Daily reporters that market segmentation is very important. She chose middle-aged women over 35 years old as their consumer group, and designed tailoring for the group's body shape. Instead of what fashion design elements are popular on the market, the winner's clothing design has its own unique method. The company has a model representative team, many of which are the winners of the customers. Each costume design comes out first, and then the representatives of these special models give advice on the design type, fabric comfortableand sex price ratio, and summarize the opinions for modification.

When a batch of new design garments has already completed eight or nine of the process, customers from all over the country are invited to gather in Shenzhen to make comments. Once again, the new product launches will be held to make them close to the needs of consumers rather than purely with the designer's design concept.

Chen Lingmei said, the winner's four largest

Hiring a famous European designer pays millions of dollars a year. At present, there are seven or eight designers from Italy, France and so on.

From a businessman's point of view, Chen Lingmei paid a high salary to the designer who had served the European luxury clothing brand. It was worth raising the design level. The added value of clothing was also rising. The price was no less than that of fashionable mobile phones and other electronic products. A garment was generally over 1000 yuan, and a set of clothes sold for about 5000 yuan, and some custom made gowns were even sold to tens of thousands of yuan.

With the annual sales of the domestic market reaching 1 billion yuan, Chen Lingmei is preparing to open the store to Italy.

Rebirth of traditional garment industry

There is no lack of such a design oriented company in Shenzhen. 01388.HK is one of them. While pferring the production line from Shenzhen to the north, it also promotes value-added and expand the market through design and research.

In the interview with our reporter, Lu Group, deputy general manager of an Li Fang (China) Garment Company Limited, said: "design research and development is one of our investment priorities. This is the weapon that drives us to grow rapidly in the Chinese market."

At present, the application of new materials and the change of people's life concept make the underwear market consumption more scientific, fashionable and personalized.

According to the market segmentation of consumption demand, Ann Li Fang has extended the product line with five brands, from the high-end luxury goods group to the young fashion consumer group.

Under the pressure of high cost, a batch of garment enterprises adjust themselves in a timely manner, and they are more vigorous.

At present, Shenzhen is the largest production base of women's clothing brand in China. The output value of clothing brand has increased from less than 10% in the early 90s to 49% last year, and this trend is accelerating.

Shenzhen's more than 3000 garment enterprises have created more than 1200 brands, with an average of two or three enterprises having one brand.

In Jinjiang, Fujian, there are a number of domestic men's wear brands such as nine herding, Li Lang, 002029.SZ and Qipai.

The Qipai men's clothing has the characteristics of the Chinese nation, and its collar design is its personality label.

King Mu insisted on Professionalization of men's trousers, and spent a lot of time studying body curves and making corresponding versions.

Lin Congying, chairman of the nine Mu Wang, said that it will continue the advantages of fabric, manufacturing technology and design, from experts in western trousers to leading Chinese men's trousers.

Wang Liangxing, President of Li Lang (China) Limited, said that decades of experience had taught him that the most effective way to increase gross margin was brand originality.