Analysis: &Nbsp; The True Face Of "Inflection Point" In Garment Industry

　 When the industry suffers from high cost Era

In 2011, when the high cost showed a "double-edged sword" true face, the common saying is that the low-end garment manufacturing industry continues to accelerate the pace of shifting to the central and western regions. The new trend in the apparel industry is that the brand premium is being pursued and thrived. And more small and micro garment enterprises are deeply troubled, and the cost is high, and they are squeezed and eroded their already small profit margins.

　　 The domestic demand market is fully activated and strong.

The highlight of the domestic demand market in 2011 is that the three or four line cities have become one of the main battlefields to boost domestic demand, driven by the dual factors of China's urbanization process and the sustained growth of residents' income.

In 2011, the domestic garment market continued to grow steadily, and the characteristics of China's urban clothing market showed a trend of differentiation. First and second tier cities continue to play the leading role. They are the vane of fashion and trend, the landing point and breeding place of international brand input, and also the stage of China's first line clothing brand "dancing with Wolves", achievement glory and dream. In China's three or four tier cities, the popularity of parity has become increasingly popular. The brand competition has become increasingly fierce. China's three or four tier cities have become the battleground of international brands and domestic brands.

　 All-round competitive interpretation

In 2011, the concentration rate of China's garment industry showed an accelerating trend, and the allocation of industry resources was further tilted and concentrated to the dominant enterprises, and the market competition became increasingly fierce. The new competitive situation is that local brands and foreign brands meet in the three or four line cities. The focus of brand game is concentrated on controlling the limited high-quality channel resources and competing for limited value customer resources. Market competition has been interpreted in all directions: from product design research to brand promotion and marketing, from supply chain management to enterprise information system construction, from business mode planning to joint venture capital market. The competition between enterprises and enterprises has become a competition between "chain" and "chain". How to create a complete value chain to participate in the competition cycle and how to strive to become a "chain master" to control the value chain, the reality tests the wisdom and courage of Chinese clothing enterprises.

　 Technical means become competitive weapon

In 2011, green, low carbon, nanotechnology, environmental protection, energy saving, smart chips and other science and technology were widely used in China's apparel industry. It has formed a strong support for the spanformation and upgrading of China's garment industry. On the other hand, technological progress has become the cornerstone and booster power of China's garment industry from low-end manufacturing to high-end control, and gaining the right to speak on the global scale. A number of new clothing products featuring new functions, new concepts, new brands and new values are unveiled. market It has earned the attention of enterprises and attracted capital. It has opened a new market segmentation portal for enterprises and has become a competitive weapon for enterprises to participate in the market cycle.

　 Market segmentation, fast and deep fission

In 2011, China's four largest consumer groups contributed a lot to the domestic demand market. They corresponded to four segments: one is the longevity bonus based on the elderly consumers, the two is the "moonlight clan" who likes to buy luxury goods, three is the "LOHAS" for health products, and the four is the new generation of consumer groups represented by the 1980s.

China's clothing market is characterized by rapid subdivision, deep subdivision and unlimited segmentation. Against this background, the great challenge for enterprises is to select market segments accurately according to their own limited resources. In essence, market segmentation has become the "life and death robbery" of enterprises.

　 Increasing penetration and integration of IT Technology

2011, China clothing Enterprises frequently layout B2C, e-commerce applications usher in blowout period. In order to achieve spanformation and upgrading, Chinese garment enterprises will have great dependence on the application of IT information technology. The application of IT information technology, including ERP and Internet of things, has speeded up the pace of promotion in the industry, and has shown an increasing penetration and integration trend in the apparel industry chain. It has become a symbol of the maturity and standardization of garment enterprises. Chinese apparel enterprises face two awkward predicament when facing the wave of IT information technology application: first, clothing enterprises have urgent demand for IT information technology application, but they can not afford high purchase cost and operation cost; two, there are many misconceptions or prejudices in clothing enterprises' application of IT information technology, and IT information technology application can not play its due role.

　 Capital becomes the key force

　 China Clothing industry The link with the capital market has never been so close and hot as it was in 2011.

In 2011, under the guidance and promotion of capital, a number of high quality clothing enterprises went public, and more advantageous enterprises were ready to embark on the IPO journey. The force effect of capital is also exposed. In the aspects of channel layout, R & D design, information management, human resource training and supply chain integration, China's garment industry is experiencing the leap from quantitative change to qualitative change. It should not be overlooked that in the industrial environment where capital controls the right to speak, the living space of small and medium-sized enterprises will be further compressed, and the dominant enterprises will also face the two choice dilemma of "either follow up capital games or go out". Every time with capital, holding hands or marriage will soon become the next new starting point.

New generation of consumption generation

The new generation of consumption representatives represented by the 80's has become the main force of China's domestic demand market, and has also become one of the most powerful segments of the market. Under the circumstances of economic globalization and information technology, the life style and consumption concept of new urban ethnic groups in China have changed significantly. The formation of new consumption generation will have a profound impact on the total consumption of clothing, upgrading of consumption level, dissemination of consumer ideas and segmentation of market segments.

The essence of the new generation of consumption is to represent a constant change in consumption demand. How does China's clothing enterprises adapt to the rapidly changing external market environment? This topic will always be accompanied by the whole life cycle of enterprises. Continue to expand consumer demand research, closely follow the fashion trend, or Chinese clothing enterprises can not leave the "homework".

　　 Brand consumption will become the main theme

At present, China's per capita GDP has exceeded 3000 US dollars. By 2015, China's per capita GDP will exceed US $5000. At that time, the stimulating effect of consumption on the economy will be further enhanced, and on the whole, it will enter the stage of consumption led economic development mode.

With the continuous optimization and upgrading of the consumption structure of Chinese residents, consumers, especially urban residents, are increasingly advocating consumer goods brands. According to the annual statistical survey of the key consumer goods market in China, the average market share of the top 10 brands reached 66.3% in 2010. In the future, China's consumer goods market will continue to develop the trend of brand consumption in recent years.

Chief economist of China's famous fashion industry economy, President of Guangdong fashion industry economics research institute, President of Bi LAN International Investment Consulting Co., Ltd.