Market Research: Focus On The Driving Force Of Brand Clothing Industry

"The right way is the vicissitudes of life.

The next one or two years will be an important period for the development of the garment industry.

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If enterprises do not think about change, they will be forced to withdraw from the market. This will be a real problem.

We must now advocate the new industrial values and rational thinking of the industry.

In this period, enterprises should recognize clearly: where am I? What do I have? What kind of market do I have to face? What are my qualifications? How can I go on the path of future development more objectively and rationally? "Chen Dapeng, executive vice president of the China clothing association, said in an interview.

Garment enterprises bid farewell to the era of low cost and rapid growth

In 2012, the textile and garment industry was internationally accepted.

The impact has been very difficult and export orders have been greatly reduced.

Following the impact of the US subprime mortgage crisis on the global financial industry in 2007, the European debt crisis erupted in 2009 led to the continued weakening of the global real economy, resulting in a depressed market demand for developed economies in Europe, America and Japan.

The change of consumption concept is mainly due to the demand for high-end and high priced clothing to turn to the demand for low-end and low price garments, from buying many garments to buying a few clothes.

The decline in demand has directly led to a decline in the number of orders in major markets.

At the same time, domestic apparel enterprises are facing the biggest difficulty in 30 years, in the face of the upgrading of the cost of various elements of the industry.

During the interview, when it comes to changes in the various external environments, Chen Dapeng said: "in the past 30 years since China's reform and opening up, the textile and garment industry has been ups and downs, but the great thread is still developing rapidly.

Now, at the turning point, we have changed the conditions, the foundation and the environment that we rely on. "

Nowadays, the apparel industry has relied on the rapid growth of the economy, the growth of rigid demand for consumption has changed, the whole development environment has been different, and the era of speed, scale, low cost and other factors endowments is already over.

Chen Dapeng also gave a very vivid example. He said: "if we say that in the past 30 years, the development of our clothing industry is like a junior high school student who grows to 185 centimeters, grows very fast, but is thin and has no muscles. Therefore, next time, our clothing industry will not be faced with the problem of" growing taller ", but when we consider muscle training.

An important problem facing the textile and garment enterprises is the rising cost. The textile and garment industry is a labor-intensive industry. Labor cost accounts for a larger proportion of the total cost of the enterprise, and small and medium-sized garment enterprises are even more.

Turning to the problem of rising labor costs, Chen Dapeng said: "30 years of reform and opening up, the treatment of workers must be improved. Social development, economic development and building a well-off society are aimed at improving the overall income level and living standards of the people.

Therefore, the promotion of labor costs is a major trend.

He believes that the key to the thinking of textile and garment enterprises is how to do it after the cost increase. If the cost is increased and the enterprises can not do it, it shows that our competitiveness is gone.

According to this logic, the clothing industry in Europe and the United States should not exist.

This logic is obviously not true. Europe and America are still strong countries in clothing.

The labor cost in Europe is 10 times that of China, but at the same time, the added value of the product is several times, ten times or even dozens of times. The clothing industry in Europe and the United States is the direction of our future development.

He also said: "the rise of comprehensive costs is irreversible in general direction and trend. We need to soberly realize that the era of low cost is over."

How can we adjust the mode of production, the way of operation and the way of industrial development after the cost increases? How should we face the change of industrial elements?

How to improve innovation and creativity? This is a problem that clothing industry needs to think about.

Chen Dapeng pointed out: "every enterprise has different production and operation situations. The important thing is whether you can build your own competitiveness and continuous innovation."

Last year and this year, many orders were pferred to Southeast Asia. Because of our cost increase, orders with low added value could not be made.

However, China's garment industry is so large that its industrial system has been withdrawn from the international market because of the cost increase. This is certainly not the future direction of our clothing industry.

Our exports account for 1/3 of global exports, and export comparative advantage does not mean that competitiveness is gone.

Indeed, we have no advantage in manufacturing products with low cost and low added value, but foreign trade enterprises will have a comparative advantage in manufacturing market as long as we upgrade manufacturing to creative manufacturing. This is the direction of our industrial upgrading.

This is the age of market economy. Maybe this is the worst time, but it is also the best era.

The crisis has brought great difficulties to our industry and provided opportunities for upgrading our industrial pformation and upgrading to a new level.

Chinese brand clothing enterprises should realize that enterprises can not be promoted at the rate of 20%-30% or even 50% per year, and this era is over.