Down Garment Industry Is Faced With Shuffling Enterprises To Change At The Right Time.

In the face of industrial reshuffle, enterprises need not be confused, but on the basis of sober analysis, they should segment the market and innovate for development. "There will be more than 300 people attending the annual Specialized Committee conference, and only more than 100 people will attend the meeting in this year or two. What does this mean?" in June 8th, in the annual working conference of China's < a target= "_blank" href= "http://www.91se91.com/" > < a > href= > http://www.91se91.com/news/index_c.asp > down dress > P, the director of China Fashion Association, Jiang Hengjie, director of the China Garment Association's down garments and products, asked the guests.

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< p > he pointed out that this indicates that the industry is carrying out a major reshuffle, and those innovative capabilities, management capabilities and market resilience are poor. Enterprises that only rely on price advantage to carry out "price war" are gradually being eliminated by the market, and the resources of the industry are being concentrated on the dominant enterprises.

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< p > "in the face of industry shuffling, enterprises need not be bewildered, but on the basis of" objective review, calm analysis, rational choice ", market segmentation, dislocation competition, innovation and development, and cultural consumption and corporate social responsibility.

Jiang Hengjie said that the feather and down enterprises should have a further understanding of the current industrial chain environment, market environment and social environment of the down industry. We should have a sense of crisis and have an objective understanding of the current environment.

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< p > "winter in 2012 is earlier than in previous years, the average temperature is lower than in previous years, and the duration is longer, which brings opportunities for domestic down garment enterprises. In the past, inventory is almost sold, so many enterprises are relying on courage instead of wisdom to prepare to enter the down garment industry again, or increase the output of down garments. This is very undesirable. We should accept the lessons of 2005, less blindly and impulsively, and do not repeat the same mistakes."

Jiang Hengjie emphasized.

As a matter of fact, in 2012, both the number of Chinese down garments and the number of domestic sales declined.

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< p > < strong > reduce price < /strong > /p >

According to the statistics of the General Administration of customs, the export of down garments in China continued to grow in 2012, but the growth slowed considerably.

The annual total of a href= "http://www.91se91.com/news/" > export down garments > /a > 69 million 790 thousand, up 3.03% over the same period last year, and the growth rate dropped 24 percentage points from last year. The export volume was 2 billion 109 million US dollars, up 2.86% over the same period last year, the growth rate dropped 47 percentage points last year, and the average export price was 30.21 US dollars / piece, up 17.89% over the same period last year.

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Less than P, domestic sales decreased by 1.5% in 2012 compared with the same period in 2008. The sales volume of the down selling clothing decreased by fifth over the same period.

From the comparison of the annual sales growth between the quarter and the off-season, the down season sales in 2012 showed a very prominent sales pattern. According to statistics, the sales of down top clothing in the key large retail enterprises increased by 5.4% in the 3 to October 2012, while the growth rate in the 1 to February period was -9.7%, and the 11-12 month growth rate was 1.7%.

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"P >" we should clearly realize that whether export or domestic sales, a large part of the growth of the down garment industry in recent two years is achieved through raising the unit price of the product.

But can we always rely on price increases to achieve growth? Can consumers accept? What is the value of your clothing brand? "Jiang Hengjie believes that this way to increase growth through product price increase is not sustainable and is the product of a specific period. In the future, enterprises must rely on intelligence, innovation and talent to achieve value growth.

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< p >, he said, "a href=" http://www.91se91.com "> down garment enterprise < /a > to" point position ", the past time of eating the whole market has passed. Now the consumption segmentation is more and more obvious. Personalized demand is becoming more and more prominent. Enterprises must understand the market and know themselves, and find their core competitive advantages and corresponding consumer groups.

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< p > enterprises should maintain their market share and brand reputation while pursuing brand value and brand style, forming a unique and loyal consumer group.

We should have new, scientific, objective and rational understanding and action.

Enterprises should actively use information technology to open up the industrial chain and achieve rapid response. They must adapt to the needs of the market and consumers, and change from "meeting consumer demand" to "guiding consumption demand".

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< p > Jiang Hengjie thinks that the market demand is always right, and the enterprise must constantly change.

In the process of reform and pformation, enterprises should have their own way of thinking, rely on scientific progress to constantly pform our productive forces, and pform our development trajectory. We should pform products as the starting point to pform products into commodities, so as to enhance market share.

The product research and development of enterprises should be based on comfort and health, and do not blindly innovate. In the future, talent is also the key to enterprise competition, and enterprises should learn to know, employ and retain people.

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At the same time, he pointed out that the development of e-commerce in China is very fast now. The down enterprises should adapt to the needs of the times and innovate in the business mode, but they should not blindly enter the P. They should analyze their own positioning, strength and advantages, and make corresponding adjustments.

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< p > and all of these require enterprises to be calm and rational in understanding the market. They must be accurate, targeted measures, plan to be implemented to action, and must be verified in the market.

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< p > finally, he pointed out that in order to achieve "common prosperity" in the down industry, we need to realize differentiation, avoid copying and price war to appear again, and we must have a good market competition environment, and enterprises must shape their core competitiveness. Only in this way can enterprises develop for a long time and become a centennial enterprise.

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< p > < strong > rational view of the down price rise < /strong > < /p >

< p > since the outbreak of H7N9 avian influenza at the end of March 2013, not only has the sales of poultry, ducks, eggs and other poultry products been severely damaged, but also the relevant processing enterprises have returned to the "winter" in early summer.

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< p > although, after the outbreak, in order to protect the poultry production capacity and stabilize the market supply of poultry products, the central government allocated 600 million yuan of funds to deal with the adverse effects of H7N9 avian flu on poultry industry and help enterprises tide over difficulties.

However, due to the killing of live birds everywhere, many goose and duck farms have been closed, resulting in a shortage of duck feather and goose.

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< p > according to statistics, in March this year, 90% of white feather down was 350 thousand -36 yuan per ton, and it had risen to 550 thousand -56 yuan per ton, and it was not necessarily bought.

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< p > in view of the current rising price of eiderdown due to bird flu, Jiang Hengjie said, "a href=" http://www.91se91.com "> down" /a "is just a filling material for Down garments. These raw materials need to be washed for many times, then they are dried and sterilized at 120-130 C under high temperature and high pressure for 30 minutes and then processed separately.

Therefore, it is impossible to carry out the avian influenza virus in accordance with the standard technology.

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< p > and at present, the experts on global avian influenza research also say that the pathogen of "avian influenza" comes from chickens, not ducks and geese, and the stuffing material of down clothing is city duck down and goose down, so consumers can rest assured.

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< p > in his view, there is also a possibility that some businesses will take the opportunity to hoard their stocks and raise prices.

But with the normal breeding and killing of ducks, the supply of duck feeds will soon return to normal.

Enterprises should treat them with a common heart and do not rush to hoard down eiderdown.

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< p > "this kind of supply is in short supply, and the market situation of the rising price of the down products is only an interactive adjustment process, and there will be a down period in the down period."

Jiang Hengjie said.

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At the same time, he warned that enterprises should further strengthen self-discipline in the industry, avoid malicious competition in the industry, and blindly increase prices. They should cope with the dilemma through new product development and upgrading supporting services. P

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< p > it is gratifying that China's "a href=" http://www.91se91.com "down garment industry < /a > under the guidance of large enterprises is pforming and upgrading through innovation.

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< p > foreign trade processing enterprises are changing from OEM to ODM.

ODM enterprises are not only products, but also core technology and value service.

At present, ODM is very common in Zhejiang, Jiangsu and Shanghai.

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< p > brand down garment enterprises increase investment in research and development, and the concept of autumn down has spread to more brands.

Some feather and down enterprises break through the original fabrics, combine the concept of down and leather, and print more and more fabrics.

In style, adding Chiffon lotus leaf, bright diamond and shoulder badges and other elements are very popular with consumers after 80 and 90.

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"P >" domestic demand is becoming the main driving force for China's economic development. Urbanization is the historical task of China's modernization drive and the biggest strength of expanding domestic demand. "Urban-rural integration" will bring new opportunities for the down jacket Market.

Professor Huang Weiping of Renmin University of China said at the Specialized Committee annual meeting. < /p >

< p > in his view, the core of the future development mode of enterprises should change to the quality, efficiency and sustainable development, and strive to enhance the new power of innovation channels.

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