Shanxi Student Clothes: The Road Is Blocked And The Long Journey Is Coming.

Student dress (school uniform) is known as the "second layer skin" of students. Its quality is related to the healthy growth of students. Patterns affect the image and temperament of students. High quality, fit, beautiful and comfortable school uniform is an important carrier for cultivating campus culture. It is a useful way to cultivate team spirit and spread the spirit of equality. It is also an active exploration of inheriting Chinese excellent traditional culture.

Pictures originate from the Internet.

Since 13th Five-Year, the state has been actively promoting the upgrading of design, service, technology, research and development, vigorously promoting the 4 strategy of industry (Intelligent factory / production / material flow), sustainable development (environmental protection), and upgrading of industrial standards.

Pictures originate from the Internet.

Under the national policy environment, China's school uniform market has also entered the stage of comprehensive upgrading and transformation. With the deepening of education reform and the improvement of educational system, the demand for school uniform is constantly upgrading, whether it is schools, parents or students. Lining , Semir Kappa and others have entered the student loading market. The school uniform market will usher in the Red Sea stage. There are about 600000 primary and secondary schools in the country, the supply and demand of nearly 300 million students, and the concern and importance of school uniforms for all sides, which determines that our school uniform market has great potential for development. Faced with the momentum of the school uniform market, we need to analyze the situation calmly and take every step of sound development.

Looking at the development of school uniform market from a nationwide perspective, although the prospects for development are very good, we have to admit that pain points still exist. At present, the main problems are: thousands of school uniform enterprises in China, though they have been engaged in many years, but their ideas, management and talent skills reserve are lagging behind. The design, IT technology, supply chain, warehouse allocation and capital are all restricting the development of school uniform enterprises. Market decentralization, single order, small quantity, quality of products, quality of production can not be guaranteed, production time is centralized, products have no bargaining power and control rights, and so on, the problems of enterprises directly affect the speed of factory order income, production capacity upgrading and technological upgrading.

In order to better understand the development of Shanxi students' installation enterprise, from mid June 2018 to July, Shanxi Education Association Student pack Specialized Committee With the support of President Guo Lei, Ben Wang joined the Secretary General of the association, Song Lixin, and went to Shanxi's ten student clothing enterprises: Jinzhong Long crown clothing trade Co., Ltd. , Taiyuan Yuxiang Knitting Garment Co., Ltd. , Shanxi Yizhou Garments Co., Ltd. , Shanxi Xinbi Merck Garment Co., Ltd. , Datong Xinrong District Jiulong Xuan Garments Co., Ltd. , Shanxi Wangshi legend Business Co., Ltd. , Jincheng Bao Lai Lai Garments Co., Ltd. , Lvliang City departure Tong Xing Clothing Co., Ltd. , Shuozhou sang Jie Garments Co., Ltd. , Shanxi red Ping Fashion Co., Ltd. In the process of visiting many enterprises and communicating with the heads of enterprises, the reporter has seen difficulties and seen efforts.

First, the low degree of integration in the industry.

"Small, multi, scattered" is the general situation of the distribution and development of Shanxi enterprises. It is due to the limitations of the geographical characteristics and historical continuity of the students' clothing. There is no connection between the enterprises, and the business scope they can undertake is also very limited. In 2016, Shanxi Education Association Student pack Specialized Committee The establishment of the company has gradually broken the situation. Many enterprises have joined the association and have achieved a real alliance. The situation of information barrier has been gradually broken. In 2017, the standards of student uniforms made by the association greatly improved the current situation of "confusion", which led to the confusion of standards. With the integration of enterprises and the transmission of information, the association took the first step in promoting the development of student clothing industry.

Two, the industrial chain is not perfect.

The weak development of the northern light industry is a problem left behind by the history and the times. The imperfect industrial chain is a problem that the garment enterprises are facing. Because of the size problem, the students' clothing enterprises often have a large cost to purchase fabrics with a large quantity and less amount. The students of the Specialized Committee organize the representatives of the provincial school clothing production enterprises to study and study in the textile industry cluster. At the Taiyuan University of Technology, the Institute of light textile engineering has set up a uniformed fabric and fabric exhibition center and set up a fabric storage center, so as to facilitate the member units' sampling and ordering in the near future, and further improve the problems brought about by the endless industrial chain.

Three, the allocation of resources is not abundant.

Compared to the more developed areas over a year of school uniforms, Shanxi basically adopts one year summer wear and spring and autumn clothes, each three years, two school uniform quantity, not only failed to let children comfortable season wear, but also let students wear enterprise production and marketing difficulties, difficult to continue. Student packaging Specialized Committee in the formulation of student uniforms group standards, proposed to join the winter clothes (cotton clothes) demand, three changes to two of the package seems to be few, but it brings more production and sales for the student loading enterprises, and also makes the children's winter more comfortable.

Four, not enough attention is paid to the design and development of student clothes.

From the development, design and clothing of Shanxi students' wear, we can see that the relevant departments and enterprises do not pay enough attention to the design of students' clothing, including the importance of clothing design institutes for students' clothing. In 2017, the student dress special committee and the school of light textile engineering of Taiyuan University of Technology jointly established the Shanxi student clothing research and development center, bringing more updated fabric knowledge and clothing styles into Shanxi's student dress enterprises.

Five, school uniform marketing is not flexible enough, and consumption patterns are single.

The market competition of Shanxi student clothes is not enough. The market has some characteristics of "group consumption" and "government procurement". The purchase of school uniform mainly adopts the group buying mode of "selling products", which is a point to point customization service. It has high running cost and difficult after-sale service, while students and family members are less satisfied with the style and quality of products. In marketing channels and promotion methods, they are more rigid than those who are in contact with educational departments or schools. They do not have direct contact with consumers. There are few marketing activities. This is contrasted with the developed countries in students' clothing market (Japan, Korea, Britain, the United States and other countries) usually have special counters in shopping malls, students can find the style of student clothes in the exclusive stores, and can subscribe online. Generally, students can choose the right size in the shopping mall after they have designated a school uniform, which gives students and parents more autonomy and choice. In 2018, the Shanxi provincial school uniform quality standard training meeting organized by the student dress special committee organized the introduction of an Internet customization window to carry out the student clothing consumption system. This will enable Shanxi student clothing enterprises to integrate with the forefront of the national student clothing market and bring new marketing ideas.

Six, lack of brand awareness of student clothes.

Nowadays, people are more and more advocating for brand clothing, and the requirements for students' clothing are getting higher and higher. Therefore, it is worthwhile to attach importance to the establishment of student clothing brands. The number of brands and the number of brands in the student clothing market directly reflects the development and potential of the student market in a district. Compared with developed countries such as Europe and the United States and the more developed areas in China, many enterprises in Shanxi are engaged in production and technology, but ignore brand publicity and shaping. With the rise of the new round of campus culture and the further escalation of consumption, brand consumption has gradually become the trend of the development of student clothes. The brand with high popularity will become the first choice for young parents. The development of brand must return to quality. We must strictly control the production quality of students' clothing. Only by improving the quality can we constantly satisfy the needs of consumers, and we can continuously pour vitality into the brand, so that we can do well in the brand and win the customers' long-term trust.

Under the economic environment of supply side reform, the original ecological balance of students' clothing industry has been broken. The "student dress" has become a new economic growth point of the clothing industry. I hope that all the student loading enterprises in Shanxi can grasp the trend, move smoothly and take advantage of the trend. (Aman Chang, Cao Yang)