Innovation Trend Of Textile And Garment Industry

2014 marks the beginning of the shift of China's economic growth. The Chinese economy has shown a new normal from rapid growth to medium and high speed growth. Like most industries, the economic situation is also changing to China. Textile industry Had a greater impact. From 1 to October this year, the economic indicators of the textile industry slowed down compared with the same period last year. The "2014 China Textile and garment brand annual work conference" has just been held. Textile and clothing The term "new normal" is frequently mentioned. China Textile Industry Federation responsible person pointed out that this year's industry economic performance indicators are expected to all enter the growth of single digit, the industry is facing the pressure of development. At the same time, after entering the new normal stage, the imitating wave consumption stage has basically ended. Personalized and multi-mode consumption has gradually become the mainstream of market consumption, which has injected new impetus for brand enterprises to open up the domestic market and innovate the supply and demand. This great situation and pattern challenge the textile industry and bring new opportunities for brand development.

Industry enters the new normal

In December 15th, China Textile The annual clothing convention was held in Haining, Zhejiang. Hundreds of representatives from the national textile industry came to the new fashion industry town to attend the meeting. The relevant heads of the Ministry of industry and commerce also came to attend the meeting.

"This year, the indicators of the industry's economic performance are expected to grow into single digit growth. The industry is facing greater pressure to develop, and it will be very difficult for the industry to accelerate structural adjustment, transformation and upgrading, and promote sustained, stable and healthy development of the industry." Wang Tiankai, President of the China Federation of textile industry, said at the opening ceremony that statistics show that from 1 to October this year, the total industrial added value, main business income and profit of the above scale textile enterprises increased by 7%, 7.6% and 9.1% respectively, and the total export volume of textiles and clothing increased by 6.4% over the same period last year, and the economic operation of the industry was basically normal. But compared with the same period last year, the economic indicators of the textile industry have slowed down.

The pressure is increasing, including the increasing cost pressure of production factors, the increasing constraint of resources and environment, the increasing difficulty of resources and environment, and the increasing export and domestic demand market. The cost competition of export market and the competition of foreign brands in the domestic demand market will become more and more intense. Secondly, the development of power transformation is urgent, and the expansion of industry and price competition must be accelerated to the transformation of quality oriented and differentiated competition. We must deepen the reform and implement innovation drive to enhance the endogenous driving force of enterprise development; besides, the main direction and goal of development is still to focus on the contribution of technology and brand. Technology is the hard strength of the industry, and the brand is both the hard strength of the industry and the soft power of the industry. Wang Tiankai said that in the face of the new normal, the basic situation and characteristics of the textile industry are: development on the one hand

At the China Textile and clothing annual meeting, Zhang Li, vice president of the China Textile Industry Federation, summed up the six highlights of the industry development in the 2014 China textile industry brand development report. First of all, today's brand enterprises pay more attention to technological innovation, product innovation, management innovation and marketing innovation. They are moving from the pursuit of scale expansion to fine, specialized and special quality. A group of innovative enterprises stand out and become the backbone of brand building. Secondly, to adapt to the market, precise positioning, pay attention to improving the performance price ratio, with the rational regression of consumption concept, the market presents a trend of differentiation. Brand enterprises pay more attention to the study of their target consumers, pay attention to the precise positioning of brands, and transform to the direction of multi brand differentiation. Improving the price performance ratio has become the strategic choice for many brands to win in the market competition. Third, pay attention to culture, mining connotation, strive to improve soft power, promote brand connotation expansion and brand value promotion, become the pursuit of more excellent brand enterprises. Fourth, in the face of the tremendous impact of the rapid development of the Internet, brand enterprises with keen insight are actively embracing the Internet. With the full application of Internet technology, new development has been made in cross-border marketing, process reengineering, and mode innovation. Fifth, fashion leading, industry gathering and building regional brand rationally. With the accelerated pace of urban transformation and urbanization, all over the world showed great enthusiasm for creating fashion cities, and launched policies to support the development of fashion industry, speed up regional brands and enhance urban competitiveness. Shanghai and Shenzhen have achieved very good results. Sixth, integrate resources and global layout, vigorously promote internationalization, and enhance interaction and cooperation between upstream and downstream brands. Cross border collaborative innovation has become a new trend of brand development.

"2014 is also a key year for the transformation and upgrading of the textile industry and the construction of a powerful textile country." Zhang Li repeatedly mentioned the new normal in his report. While affirming the achievements made by China's textile industry, she said that after entering the new normal stage, the imitation wave consumption stage has basically come to an end. Personalized and multi-mode consumption has gradually become the mainstream of the market consumption, thus promoting the domestic market and innovating the supply and demand of the brand enterprises. This great situation and pattern challenge the textile industry and bring new opportunities for brand development.

　 When channel innovation is going on

After the end of the Forum on China Textile and clothing annual meeting, organizers arranged for participants to visit several famous brand factory shops in Haining, which is one of the newly developed sales channels of local garment enterprises in recent years.

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Although it is only a county-level city, Haining's performance in textile fashion industry has been quite eye-catching in recent years. A series of famous brands such as snow leopard, nine posture and dun Nu have been born. Haining leather city has also become a well-known market for leather products in China. An official of the Haining Economic Development Zone told the China Commercial Daily reporter that the district has 455 fashion industry enterprises and more than 3000 designers, of which 105 are above scale enterprises. In 2013, the total output value of industrial products above designated size was 16 billion 577 million yuan, accounting for 77.1% of the total economic volume of the whole region. In September 2014, the Haining economic development zone was listed as the first batch of pilot projects for regional brand building of industrial clusters by the Ministry of industry and commerce.

Walking in the Haining Economic Development Zone, you can see all kinds of fashion brand factories everywhere. Many factories with a certain scale have set up factory shops in the factory area and sell various products of their enterprises. Comparatively speaking, the prices of these factory stores are cheaper than that of Haining Leather City, thus attracting many consumers. For these brand enterprises, factory shops are not only a window to display products and brands, but also a new way to improve sales performance.

"Kaiyuan Road in Longwan, Wenzhou also opened more than a dozen factory shops." Zheng Chenai, President of the clothing trade association of Wenzhou, said that the names of these factory shops are different, some are called factory stores, others are direct selling shops, custom stores or special stores, some of which are simply called Oteri J. He went to Kaiyuan Road to investigate and found that the sales performance of these factory shops was quite good. One of them sold 16 million yuan last year, and another clothing brand reported that the sales revenue of a special shop next to it was over $6 million, and a fabric store opened a factory store after the buyer's product was integrated.

"I dare not say this is a pattern of permanent development, but it gives us an inspiration." Zheng Chenai said that more than 2000 garment enterprises in Wenzhou are also facing severe market tests, so they are also exploring new ideas and new experiences under the new normal. These factory shops are closely matched in production and marketing, the cost of circulation is more economical, the distribution of production and marketing interests is very transparent, and the division of labor is very clear. Therefore, not only has the best value competition chain been formed, but also the market information feedback is the fastest and most direct.

It is understood that there are a large number of factory shops opened by garment enterprises in Wenzhou. These stores not only sell stocks, samples, but also have many new products. With the help of off-season factories, the prices are more affordable, and they have already formed a certain reputation effect, which has a very positive impact on brand communication and product sales. At present, many Wenzhou brand not only opened a direct selling shop in the factory area, but also opened the factory shop to the urban community. For example, fan Xi Ni clothing has opened 5 factory shops in Wenzhou City, Binhai Park and Taizhou. Zheng Chenai said that due to the unreasonable distribution of interests in products and markets and the relationship between distribution and production in the current circulation, the factory store was born and accelerated, and many factories in Wenzhou changed the big line to a small line, so as to facilitate the quick reaction of the factory store.

With the rapid development of e-commerce, online sales have also become an important new channel for many textile brands to compete in recent years. In this year's "double 11" business promotion war, clothing, home textiles and other textile brand sales have shown a very strong momentum. According to the statistics of China Household Textile Industry Association, e-commerce transactions of home textile products have increased rapidly in terms of new channels. The average sales volume of e-commerce transactions conducted by the association's sample textile enterprises in 2013 was 32 million 930 thousand yuan, up 45.23% over the same period last year, which is significantly higher than that of the traditional channels of the sample enterprises, accounting for 6.9% of the main revenue. In addition, according to the data of the China National Business Information Center, the sales volume of online B2C clothing is about 350 billion yuan this year, an increase of 53%. In contrast, sales of most clothing categories are negative growth from 1 to October this year.

Some large textile brand enterprises that see the prospect of the electricity supplier pay more and more attention to network sales in recent years, and investment in this area is also increasing. Take Luo Lai home textile as an example. During the double 11 year this year, the advertising expenses of the company accounted for 50% of the whole year. Of course, huge investment has also brought about the corresponding return. Luo Lai home textile successfully won this year's Tmall "double 11" home textile sales champion.

Going overseas to seek internationalization

Wan Shi Li is a traditional silk enterprise. It started to make a brand ten years ago. It opened many stores all over the country, but eventually it had to close the shops. The road to brand development was once severely frustrated. "Why didn't we go down later? It's because of failure, the pressure of inventory is too great, and we are not mature enough to make the brand." Tu Hongyan, chairman of Wan Shi Li Group Limited, said that the company had reformulated its strategy and seized the cultural characteristics of silk and made cultural gifts and works of art. Last year, Wan Shi Li bought a French brand and had second production plants in Lyon, and stepped out of the first step towards internationalization. This year, they hired the former president of the Hermes silk group, which further pushed the internationalization of the brand forward.

Bosideng's road to international business is totally different from that of all things. The world's largest down garment production enterprise has always been the leader of the Chinese market before seeking to go overseas. In 2012, Boston British flagship store and European headquarters opened in the busy streets of Oxford, trying to adopt the new international mode of "Chinese brand, local design, global sourcing and localized marketing" in the UK.

Dong Shang clothing is directly overseas brand creation, take the "independent research and development, independent production" of the "double independent brand" route. At present, its brand products have covered nearly 30 countries, and its main overseas markets are located in Russia, Eastern Europe, Spain, France, the United States and other places, plus the domestic market has a total of more than 1600 retail outlets.

Executive vice president of China Textile Association