The Current Situation and Development Path of China's Garment Industry

Recently, the exchange rate of *** was unstable, and the cost of labor and raw materials continued to rise. As a result, the cost of SMEs in the apparel industry has become higher and higher, and survival has become increasingly difficult. In particular, since the financial crisis, in the past two years, there have been labor costs, labor shortages and other issues. Textile companies are labor-intensive companies and their survival has become increasingly difficult. At this moment, it is even more dangerous for Chinese clothing brands. However, to solve the problem, we must also analyze the status quo of the garment industry in order to solve the problem and find clues to solve practical problems.

Status Quo of China's Garment Industry 1. The overall development is uneven. Although China is the world’s largest consumer of clothing and the world’s largest clothing producer, the overall development of China’s apparel industry is unbalanced. Guangdong, Jiangsu, Zhejiang, Shandong, Fujian, Shanghai and other southeast coastal provinces account for more than 80% of the country's market share. The clothing industry in the Midwest is still very backward. The competition among various apparel companies also stays at a relatively low level, mainly in the price, style and other aspects of competition, the vast majority of apparel companies, product sales or the main circulation of the wholesale market. In recent years, although the brand awareness of apparel companies has been continuously strengthened, China's garment industry currently has only a few well-known Chinese trademarks, and it lacks the real sense of international apparel brands, mainly through low-cost advantages in competition with international brands. China's garment industry is the most mature and somewhat internationally competitive men's brand and down jacket, casual wear, their strong brand strength, scale and competitiveness are in the forefront of the apparel industry. While the market for women's fashion, children's wear, pajamas, etc. is relatively immature, there is still a lack of strong leading brands.

2. Increasing inventory pressure. Wu Shuguang, assistant general manager of Qingdao Jifa Garment Sales Co., Ltd., said: If all garment companies in China cease production now, Chinese people need not worry about not wearing clothing. Now all companies' inventory is still enough to sell in the market for two years. Larger clothing companies are often accompanied by a sharp increase in the cost of warehouses. The company's sales have turned several times and the cash on the account has not seen much growth. It's no wonder that many employers say that they've been working hard in the warehouse for a year. Due to the obvious seasonality of garments and the faster and faster updating of apparel products, inventory problems have become one of the most headaches for garment companies. Do not deal with it, the backlog will only lead to more depreciation of even more inventory or even worthless. Deal with the low-price sell-off, once the products that are out of season are not necessarily required, and secondly, throwing out low prices is a big blow to the hard-built brand image. It is very easy for consumers to have a product price system. Suspicion.

3. Lack of independent design style. Fashion design is a common weakness of Chinese garment companies. The level of Chinese fashion design is still far behind the international level. China has not yet created a clothing designer with world influence. Many companies still rely mainly on plagiarism, so it is difficult to form their own product style. Domestic apparel companies lack a perfect training mechanism for designers, and many talented designers are more accustomed to creating their own brands or opening design studios. They are unwilling to display their talents in enterprises, making Chinese clothing design standards very high. Difficult to elevate to a new level, the international mainstream fashion week even do not see Chinese designers.

4. Lack of industry professionals. Those who have gone deep into the apparel industry will clearly realize that the overall talent team in the apparel industry is very poor. Whether it is from production management or design, marketing, advertising, etc. Because the clothing industry is mostly private enterprises, many start from the husband and wife shop, the color of the family business is often relatively strong. Many companies simply can not provide a broad arena for talents, so they cannot attract talents to join. Even if they join, they cannot retain talents. Talent is like the soul of a company. In a people-oriented era of knowledge-based economy, the lack of expertise has a tremendous impact on the development of the apparel industry.

5. The industrial chain is not perfect. Everyone knows that fabrics are the key to apparel products, but domestic fabric suppliers currently in the upper reaches of the industry chain still have a relatively large distance from foreign fabric manufacturers. Fabrics have insufficient capacity for research and development. Most high-quality fabrics also rely on imports. Directly restricting the improvement of the entire industry level.

China's clothing industry development path 1. The apparel industry urgently needs hard support. The efforts of enterprises themselves also need the support of the government. To promote the development of SMEs, many developed countries and small and medium-sized enterprises have SME departments, especially the small enterprise department, which has provided tremendous support, assistance and promotion to small enterprises in a country. The role of many SMEs in developed countries is supporting the development of the national economy. It can be seen from this that the government has increased policy support, improved the reward policies of well-known brands, established brand fostering and guiding funds for implementing brand development plans and implementing the top ten brand projects. Collect all kinds of resources and gather them into brand enterprises, promote various factors such as land, capital, labor, technology, and information to tilt toward key brand companies, brand industries, and brand agglomerations. Support well-qualified branded products and services to enter the government procurement catalog. For key products and leading companies that are nurtured, they will be encouraged to give priority to entering the capital market, and become bigger and stronger quickly. All this points the way for the development of the garment industry.

From the current situation of China's garment industry, the state should increase its efforts to provide clear, affirmative, and even across-the-board rigid support for SMEs, so that SMEs have a better living space. In addition, this part of the country's benefits, SMEs can be fully used in employee benefits. Now that the "Labor Law" is increasingly required to be fully implemented, many companies cannot do so because the profits of enterprises are few and the state should give support to companies in various aspects such as taxation.

As a person in the apparel industry, Xia Hua, the chairman of Yiwen Enterprise Group, said that the rising cost of staff has brought about a rise in the cost of raw materials and brought about a particularly strong additive effect. The rise in raw material prices has a great impact on Chinese core companies. . From the beginning of the year to the present, the operating rate of most garment processing factories is between 60% and 70%. This is based on the formulation of various policies and incentives, such as reimbursement of tickets and awards to family members. rate. The lack of operating rate has a great influence on autumn and winter products and on-the-spot spring and summer products. The government's decision-making should allow companies to continue to see hope in the process of development, and must be placed in a very important position to think. According to an interview with the reporter, the Secretary-General of the China Garment Association said that “for the economic development, the core of the forum, its vitality, vitality and passion are very important. From this perspective to think about rising raw materials, labor shortage, rising labor costs, It doesn't matter. These companies still have the passion to go on and get closer to the world class."

2. Make brands feel valuable and have an outbreak of influence. In order to find a suitable road for the development of the apparel industry, the creation of independent brands is also the highlight of this process. When talking about the issue of brand development in China's apparel industry, Xia Hua, chairman of Yiwen Enterprise Group, stated that the Chinese apparel industry should regard the brand as its belief, and capital, money, and profit are processes. Let the brand have a sense of value and an outbreak of influence, so that Chinese brands can have hope. The international brand Chanel, regardless of how expensive the raw materials are, has to rise by 25% every year. This is a belief for consumers. The Chinese apparel industry must have conviction support on the road to branding. The goal of the future is to allow the product to have a real core value so that the price does not directly communicate with the cost.

Xia Hua believes that in the construction of the brand, the product is just a part, and the important thing is marketing and design. Chinese brands have passed the product, but only half of the design. "The core competitiveness of Chinese brands must be the design capabilities of the brand. This design and innovation power is not just a product, even if the LOGO and details of the brand are small, every process of the company's operations, every aspect of the sales, etc. Need to design.Brand is not simply need design in a certain link, but the whole process, the whole design process.People who want to make a brand want their brand to be a term that consumers think of and respect.This is really Our faith."

3. The brand contribution rate is a fundamental issue in the development of China's garment industry. The brand contribution rate is a fundamental issue in the development of China's garment industry. At this stage, our apparel brand industry should go from product competition to market competition and brand competition. Although China's garment industry has only experienced a brief development for more than a decade, its achievements have been impressive. At present, there is still a lot of work to do before the industry’s development goals, leaving the market, and even the world can show. People in the industry agree that brand development is a key issue. Now that there are not many domestic brands that have done a good job, brands with various forms have their own exploration and try.

"The development of China's clothing brand must really approach the big market competition and brand competition from the stage of product competition. The brand must have such a sense, I think it is capable of being established." said Wang Jun, secretary general of the China Garment Forum. We must consider the development of the country's environmental policy, business environment policy, and the external environmental issues of SME development. At the same time, we must learn from advanced countries and learn from the market. Then, the development of Chinese brands is very promising.

Wang Jun said that the theme of this year's China Garment Forum is to “build brand strength.” It is hoped that Chinese brands will become more capable in such an environment. The external environment will enable companies to move from product competition to market competition. As a fundamental core issue, brands also need various efforts in the fashion industry.

4. Uncover subconsciousness to meet consumer needs. Many clothing brands have problems with brand strategy. Brand communication is a personalized cultural connotation that needs to satisfy consumer desires and psychological needs. In the case of Japan, the Japanese brand MUJI has made the brand the ultimate, and it does so by aligning itself with consumers' spiritual beliefs. Therefore, companies are required to tap the subconscious minds of consumers and meet their inner requirements. The brand is conquered, not passively accepted by consumers. This is also a common problem of many domestic clothing brands.