2010 Laughing At Historical Changes

While the Chinese clothing industry is looking for a gap in a serious and modest way, looking for directions, some countries such as Europe, America and Japan are still immersed in the past hundred years of glory and can not find the way to develop in the future.

Crisis restructure industrial pattern

In 2009, it was an unusual year for the world garment industry. It has a far-reaching impact and profound significance for China's garment industry.

The financial crisis has made domestic garment enterprises without brands and channels eliminated, or pformed into products with excellent quality and obvious cost advantages. At the same time, the industrial superior resources began to gather into brands and enterprises with channels.

"The financial crisis has speeded up the pace and intensity of industrial readjustment, and eliminated the bad factors. This is the opportunity for some excellent enterprises to layout."

Zhou Shaoxiong, chairman of the seven wolf company, said that the high speed and extensive economic development will inevitably bring about a callback, and the enterprise will change from paying attention to the concept to focusing on core competitiveness.

In his view, "the financial crisis has created opportunities for Chinese clothing brands, and may trigger a new upsurge of development".

On the one hand, the financial crisis has led to a rational return of consumers' consumption concept, narrowing the distance between Chinese brands and international brands. On the other hand, the globalization of economic globalization has made us further understand the trend of global cultural integration.

At the same time, the financial crisis has brought heavy losses to the world's fashion industry, and the pattern of the world's fashion industry is going to change.

The world looks at China

In 2009, under the influence of the financial crisis, a large number of luxury brands in Europe and America fell into a decline in performance or even a debt crisis.

Yamamoto Teruji's company applied for bankruptcy protection to the Tokyo district court, and Japanese department stores were reduced from more than 3000 to more than 2000; many French designers had no funds and no energy to launch fashion releases in fashion week; the status of "made in Italy" and "made in France" was also questioned by many authoritative media around the world.

However, when the European and American economy is still in the doldrums and lingering, China's economy has taken the lead in stabilizing and recovering, and the domestic market has been growing strongly.

This attracted the world's major luxury brands to compete in China.

"People all over the world know that the future market of the world is in China."

Mulyn Cherket, President of CHANEL, France, said at the 2009 CHANEL new conference that the company will further increase its pace of opening stores in China.

The cold wind of the economic crisis has brought more and more international luxury brands to the Chinese market, and the Chinese market has been rising in the global consumer market.

This year's CHIC, overseas pavilion area of more than 20 thousand square meters, the total area increased by more than 15% over last year.

More than 300 international brands, with their new design, new vision, new ideas, new strategies and the desire to cooperate with Chinese partners, have come to CHIC, making it an important way to open up China's clothing market by landing CHIC.

This phenomenon further shows that China's market as the most growing consumer market, its market potential has attracted more and more attention from overseas brands.

China's garment industry will usher in a new development opportunity, and we need to rethink the position and value of Chinese clothing brand in the world pattern.

On the other hand, it also warns us that in an increasingly open era, while more and more foreign competitors are attacking the Chinese market, we should speed up the exploration of the road map from "clothing power" to "clothing power".

While speeding up the opening up of the Chinese market, some luxury brands are operating under pressure, and are actively sending some olive branches to some Chinese investors or some operators, hoping to negotiate cooperation or acquisitions to break through the crisis.

In March 2010, Wu Zhize, chairman of the news bird group, was invited to discuss brand cooperation in Europe.

One of them is famous fashion brand, and now there are some markets in China.

Wu Zhize proposed that only China's regional acquisitions should be done, and the other party said nothing. He said, "the Chinese region can't open up acquisitions, it must be bought with a whole asset package". The other brand is Italy's second-line brand, which has done better in Europe, but has not yet entered the Chinese market. Similarly, Wu Zhize only asked for the agency in China, and demanded the purchase of trademark ownership in China.

The other side said, "in addition to China, any country can sell".

Wu Zhize said that this shows that the well-known brands in the world are very optimistic about the Chinese market, and even the brands that have fallen down still have great hopes for the Chinese market.

In 2009, more and more

In the future, in China, the Chinese clothing brand begins to expand from the low to the high end, while the international brand launches the second line brand from the high end to the middle and low end.

This directly forms a face-to-face competition.

Therefore, Wu Zhize believes that "the next ten years will be the ten year of comprehensive competition between Chinese brands and international brands".

Never felt confident.

"In fact, Chinese brands or initiatives or passivity have already entered the international arena."

Xia Hua, President of the Yiwen group, said that the world's best brands and the "World War" at our doorstep at the same space have already begun.

In her view, Chinese clothing brands are already part of the international brand in the fashion industry.

"In fact, for the topic" the future of China's clothing industry ", we just joined China ten years ago.

Now China is a big clothing country. In the future, we must build a strong garment country.

Wu Zhize is very confident about this.

Qiu Yafu, chairman of Shandong Ruyi group, is also very confident about the prospect of the future of China's clothing power. He compared the two visits to Europe.

In 1998, Qiu Yafu took a tour to Italy to study and found that the gap between China and the international community was 30 or even 50 years away.

In 2009, he ran around the factories and markets of Italy, France, Japan and the United States in three months. He was pleased to see that the Chinese textile and garment industry had undergone radical revolutionary changes. The fabric made in China has already far exceeded foreign countries.

During the visit, French designers surprised, shocked and admired French fabrics.

When Qiu Yafu was going to buy a dress (not from China), the sales manager of the store immediately said, "why don't you buy China? China's design is good, the product is good and the quality is good. Do you buy Korean? Do you buy Japanese?"

In the three month of this year, Ruyi bought one of Italy's

{page_break}

Meanwhile, during the two years of economic crisis between 2008 and now, China's textile and garment industry has "washed away some impetuosity and a lot of reason". While seriously looking for differences in the humility and looking for directions, some countries, such as Europe, America and Japan, have been quiet in the past hundred years of brilliance, and on the one hand, they can not find the path of future development.

China is growing

"In recent years, some international brands have great advantages and great superiority in the Chinese market, so when Chinese brands surpass them, they are very unaccustomed.

They often threaten the retail enterprises of our national department by withdrawing from the cabinet. This phenomenon is happening now. "

At the national garment industry conference held in April 26th, Zhang Rongming, chairman of Beijing Adam Underwear Co., Ltd.

This shows that China's clothing brand has been strong enough to make international brands feel a sense of crisis. At the same time, China's clothing brand is even stronger. We have to be able to keep up with the Chinese market. We must dare to compete with these so-called international brands.

Of course, to participate in international competition, we must have enough strength.

After 30 years of development, the processing capacity of China's garment industry has been very deep. Deep processing technology has been very standardized, and has developed a highly efficient and high-energy technical team. The most advanced production equipment in the world is adopted by many Chinese enterprises. Information technology is widely applied in every aspect of the industrial chain, and the core competitiveness of China's garment processing is changing from labor cost advantages to functional advantages, efficiency advantages and cost performance advantages.

A complete industrial chain is the material guarantee for the future development of China's garment industry.

In the coming years, China's garment industry will gain a stronger industrial chain foundation strength from three aspects, namely, the rapid development and progress of the domestic industry chain, the targeting of the international industry chain, the specialized development of China's garment industry, the industrial chain and the coordinated development of the integration with the garment industry.

The development of the industry chain is more and more specialized and meticulous, and the integration with the garment industry is more closely. The service to the garment industry is more practical, and the integration trend of product design and R & D is more obvious.

At the same time, China's national economy has developed, and the country has become stronger. Behind the brand is culture and culture is behind the economy.

The country is strong, our culture will be recognized by the world. Our clothing brands will be recognized by the world, and the added value will be reflected.

In addition, in the next 15 years, China's population will continue to show an upward trend, the level of national income will continue to grow, and the urbanization of rural areas will further accelerate.

With the proper solution of housing and social security, the potential of clothing consumption demand may be greatly released, and the domestic market demand will show a rigid growth trend.

The emergence and growth of new consumption concepts, such as luxury consumption, personalized consumption, functional demand consumption and demand consumption in villages and towns, will lead to new market opportunities and space.

The demand for emerging markets in Asia, South America and Eastern Europe will also grow rapidly with the development of economy and culture. It will not only provide new opportunities for China's clothing export in quantity demand, but also provide a good opportunity for China's brand clothing to go global.

In addition, the European, American and Japanese markets, which occupy an absolute share of global clothing consumption, have stabilized. Consumers have long accepted and recognized "made in China" and have gradually accepted the concept of "China created".

"The current Chinese garment enterprises are totally different from the enterprises 10 years ago."

Wu Zhize said.

10 years ago, the oldest enterprise was only 20 years old. Now it is 30 years old.

At the age of 30, it was a prime year, 20 years old or a young man.

Nowadays, Chinese garment enterprises can match with the world-class clothing companies in terms of operation, internal management, talent reserve and global vision.

Zhou Shaoxiong also said that in recent 10 years, China's clothing brand has developed very fast, showing a pattern of letting flowers bloom.

There are some popular brands with relatively large sales volume, and there are also some creative brands with more precise positioning from the designer. The development of Chinese clothing brands is becoming more and more internationalized.

On this year's CHIC, we can see that the local brands of different sizes, styles, positioning and stages of development are playing their competitive edge, and have launched many new style brands that are suitable for market demand and consumption trend.

The performance of enterprises is unprecedented sober and pragmatic, and its initiatives are also an important theme of the past.

We are surprised by the originality and novelty of its way, product and positioning. All these initiatives and thinking show that enterprises are constantly innovating.

And "innovation" is the eternal power of China from "clothing power" to "strong clothing".

Of course, 30 years of deep accumulation will promote the existence and development of China's garment industry on a more systematic and complex platform.

The era of "pformation" in the integration, adjustment and upgrading of China's garment industry is coming. An era of system operation and competition, which integrates industry, brand, business, culture, resource value, business rules and social responsibility, will also be inevitable.

Zhou Shaoxiong also said, "the era of Chinese clothing brand competition has just begun."

Open the road of great power

"The financial crisis has broken the old order, and the new order has not yet formed.

In the post crisis era, the real turning point of pformation appeared, and the industrial adjustment began.

Recently, Jiang Hengjie, executive vice president of the China clothing association, expounded his views on many occasions.

He pointed out that 2010 is the last year of the 11th Five-Year plan, and is also a year for the 12th Five-Year plan. It is also a year of planning for the next 10 and 15 years.

After the completion of the scale expansion mission of China's garment industry, brand development with value innovation as the core will become a new historical task.

"China's clothing industry should seize the trend of the post crisis era, and use the global perspective to actively plan and implement the dream of China's" clothing power "that has been striving for several generations in the next 10 to 15 years.

"The clothing industry is a sustainable development industry. We must have enough confidence in this industry."

Jiang Hengjie said the problem is to find our way out and have a plan for future development.

In his view, now is the best opportunity for China to move from "clothing power" to "clothing power". "There is no regret drug in the world. If we miss this opportunity, we will make a serious historical mistake."

It is clear that the next 10 years are the key 10 years for Chinese clothing to take the "road of a powerful country".

The introduction of "textile adjustment and revitalization plan" in early 2009 became the promoter of the garment industry as a powerful garment power, and became the first feasibility plan to explore the future fashion power of the garment industry.

The positioning of the central "traditional pillar industries of the national economy, important livelihood industries and industries with international competitive advantages" reaffirmed that the road of "strong power" of China's garment industry is more significant.

In September 2009, the seven departments of the Ministry of industry and information technology, the national development and Reform Commission, the Ministry of Commerce and industry, the General Administration of quality supervision, inspection and Quarantine jointly issued the opinions on accelerating the development of the independent brand of clothing.

The seven sector joined the China Federation of Commerce and the China Textile Import and Export Chamber of Commerce to form a consultation mechanism to speed up the development of independent brands. Government departments will strengthen coordination and cooperation to form a joint effort to jointly promote the construction of clothing independent brands.

This has created a good policy environment for our garment industry to take the road of "a powerful country".

"The road to power" is the direction we have been looking for, but now this direction is becoming clearer.

At this year's China clothing forum, Du Yuzhou, President of China Textile Industry Association and China clothing association, said.

In his view, the creation of China's own brand of clothing has gone through 20 years of exploration, practice, learning and openness. Now it has gone from the enlightenment stage to the new era of development and upgrading.

Developing independent brand has become a conscious action of China's garment industry from "big country" to "strong country".