2011, The General Trend Of Chinese Clothing

In 2010, China's clothing industry has generally experienced structural adjustment, transformation and upgrading. The export situation has improved and the domestic market competition has become increasingly fierce and will become the focus of development. The whole garment industry is becoming more and more mature, and the international competitiveness is changing from labor cost advantage to product development advantage, product quality advantage, brand innovation advantage, and cultural innovation advantage. China's garment industry has successfully responded to changes such as the accelerated distribution of international brands in the Chinese market, the rapid rise of foreign trade processing competitive countries, and the intensification of domestic competition. So, what will China's garment industry be like in 2011?

The Future of Chinese Men's Wear

Affected by the rising cost of raw materials and labor, the appreciation of RMB and other factors, the export is restricted to a certain extent, and many enterprises begin to turn to the domestic market. The moderate transfer of industries from the east to the central and western regions has become a new feature of industrial development. Due to the expansion of the overall employment gap of the industry, the rise of raw material prices and other factors, the recovery of SMEs is weak. The acceleration of the flow of scarce industrial resources to large enterprises has also accelerated the elimination and replacement of SMEs. Enterprises will improve their competitiveness by means of industrial resource restructuring, brand innovation, channel diversification, expanding financing, etc. The living environment of small and medium-sized enterprises will become more severe, and advantageous men's wear enterprises will emerge. In the next few years, industrial resources will flow faster to large enterprises, industrial profitability will be further improved, and industrial investment, production and other scale indicators will be raised to a new level.

With the change of industrial background and market environment, there are some new development trends in men's wear industry:

First, industrial capital flows to large enterprises, further intensifying the polarization of the industry. Small and medium-sized enterprises are facing a survival crisis. Large enterprises have taken measures such as industrial resource restructuring, brand innovation, channel diversification, and financing expansion to improve their competitiveness, and have explored various modes such as industrial chain cooperation and brand cooperation, entering the era of "large enterprises".

Second, the production and processing of men's wear accelerated from the southeast coast to the central and western regions, and the development of men's wear industry in the central and western regions accelerated. In 2009, the output growth of the top five provinces in China's men's wear production was stable, and the output growth in the central region was obvious. The inland provinces became the regions where clothing enterprises invested actively. At the same time, the transfer methods and paths are more diversified.

Third, the upstream enterprises of the textile and clothing industry chain extend to the downstream to expand the men's clothing brand market. The concentration of brands in the domestic market has been further improved, which has brought some pressure to the development of existing men's wear brands.

Fourth, the brand channel is sinking, and the second and third tier market has become the focus of men's wear enterprises at home and abroad. As the domestic clothing market continues to heat up, the competition between domestic and foreign brands in the Chinese market is becoming increasingly fierce.

Fifth, capital helps enterprises achieve a new round of explosive development. There are also men's clothing brand enterprises joining or preparing to join in the camp of clothing listed enterprises. This shows that the era of capital as the king has come, and what will be fought in the men's clothing industry may not be a brand war, not a price war, not a channel war, but a capital war.

Sixth, men's wear brands should speed up their entry into the international market and fully participate in international competition. For example, Youngor's acquisition of Singapore Malaysians, Shanshan's cooperation with Itochu to launch an international layout, Shandong Ruyi's acquisition of Japan Prestige Co., Ltd., and Bosiden Men's Wear opened a direct store in the United Kingdom... Driven by advantageous enterprises in the industry, more and more brand enterprises are seeking to go abroad and actively explore overseas markets.

The Future of Chinese Women's Wear

With the development of emerging industries, the improvement of education, and the development of multiculturalism, young women's economic strength is increasing, people's consumption concepts are also changing, and brand awareness is stronger.

Modern consumers pay attention to individuation in their clothes and pursue their own style and perfection. It is fashionable to choose the clothes they like. Most women are willing to show their cultural level and taste by clothes. And female consumers of all ages have higher and higher requirements for brand clothing. This makes the market more finely divided. From public leisure clothing, sports clothing, girls' clothing, ladies' clothing, fashion leisure, tailored clothing, tailoring, and so on, there are also in-depth personalized services such as specialized design, which meet the needs of women consumers of different ages, different economic positions, and different cultural backgrounds.

The positioning of women's wear brands is more clear and subdivided, and the brand effect is more obvious. In recent years, with the rapid development of the women's wear market and the gradual intensification of competition, a number of women's wear brands with considerable strength have emerged in the market, giving birth to an industrial cluster with obvious regional color; The trend of branding, scale, fashion and individuation of Chinese women's wear is becoming more and more obvious. Women's wear tends to be more casual, diversified, personalized, fashionable and branded.

More and more foreign women's wear brands have accelerated their expansion in China. H&M, ZARA and C&A have poured into the Chinese market and occupied a leading position. The American GAP will also open stores in Beijing Oriental Plaza. As they continue to increase their efforts to explore the Chinese market, the competition in women's wear market is becoming increasingly fierce. Women's wear enterprises generally have high inventory, slow turnover, product homogenization and other reasons. At the same time, consumers have low loyalty to women's wear brands, and the market share is unstable, which makes Chinese women's wear enterprises fall into the vortex of price war and terminal promotion war. The market competition pattern of China's women's wear industry is rapidly changing from the past price cut competition to style, fashion The competition of sales environment and other comprehensive factors. In addition, since this year, the production costs of garment enterprises have increased, sales have declined, profits have become thinner, and market competition has become more intense.

Garment enterprises have gradually entered the capital market and completed the capitalization operation through restructuring, mergers and acquisitions. Many large-scale women's wear enterprises have now extended more than one brand. Chinese women's wear enterprises are transitioning from a single brand to multi brand and multi category to realize the brand strategy. Multi brand and multi category is to determine the differentiation and subdivision of its brand positioning according to the diversified development of consumer demand, so as to drive sales growth. Domestic brands with three or more brands include white-collar workers, Yinger, Wingaid, Yizhihui, Impression, Golith, Shulang, etc.

The Future of Chinese Children's Wear

At present, the domestic children's wear brands still present a situation of "small, scattered and disorderly", which causes great waste of industrial resources. Children's wear enterprises and brands will inevitably face the problem of integration and integration. The industry and enterprises need to take the road of intensive development, integration of advantageous resources, and internationalization of industrial resources to have a voice and control in front of all kinds of resources, and guide and speak in front of the market.

At present, the sewing technology and equipment level of China's children's clothing industry has basically reached the international leading level, and it is still necessary to promote the use of energy-saving equipment, recycling resources utilization equipment, and information and automation professional equipment. In particular, as the basis of brand innovation, the deep combination of informatization and industrialization, as well as the soft science of technology and process still need to be broken through. Some enterprises in the industry have greatly improved their labor productivity through process reengineering. For example, Fujian Caimao Group's work hour calculation is accurate to seconds, and the work station connection is accurate, which has increased the labor productivity of enterprises by 30%. The integration of industrialization and informatization has become a common practice in the children's clothing industry. All the leading enterprises have carried out informatization transformation, more or less using the modules of supply chain management software such as ERP. Some enterprises are building professional and information-based logistics storage systems, greatly improving the brand's rapid response to the market.

In the past few years, enterprises have attached great importance to the creation of corporate culture. Many enterprises have formed their own style and personality, and established unique cultural positioning. Culture is the source of a brand's core competitiveness and the root of a brand's personality and reputation. Brand culture should not stay at the low level of "telling stories and shouting slogans". "Brand culture" should break through from the strategic level of brand development to become a spiritual leader guiding the development of brand in the next 10 years or more. At present, the "regional traces" of children's wear brands are too obvious, which has hindered the emergence of national brands to some extent. Therefore, the brand's cultural positioning should strive to de regionalize and even internationalize.

Talent is the carrier to achieve all industry goals and enterprise goals. Children's wear enterprises are confronted with talent bottlenecks in varying degrees when developing to a certain extent, and the phenomenon of "one will be difficult to find, one will be difficult to stay" is widespread. The lack of professional talents in children's wear industry, the high cost of trial and error of talents in children's wear enterprises, and the frequent flow of talents among children's wear enterprises make it difficult to improve the employment mechanism of enterprise talent cultivation, talent use, talent incentive, etc. There is no special curriculum for children's wear in colleges and technical secondary schools, and the professional training of children's wear talents in the whole society has not become a system. The responsibility of "talents" almost falls on the shoulders of employing enterprises. In the future, the demand for children's wear talents is growing, the professional requirements are getting higher and higher, the talent source channels will be more and more extensive, the recruitment and use of talents across industries, fields and borders will be more and more common, and the mechanism of talent cultivation, use and flow will gradually form under the industry self-discipline and industry integrity system.