In view of the development direction of China's casual wear industry, industry experts said that Chinese brand apparel should occupy a larger market share and should not rely solely on opening more outlets to introduce new models to attract customers because the quality of clothes and design are fundamental. The newly released "White Paper on Casual Wear Industry" shows that under the dual pressures of the economic downturn brought by the financial crisis and the decline of the garment industry, China's casual wear industry is under intense pressure for transformation and upgrading. "China must build an upgraded industry cluster in order to enhance its ability to confront the future with foreign brands." Zhongshan, Guangdong Province, China's ten-year-long casual wear fair has come to an end. As an industrial cluster of casual wear in China, Zhongshan Shaxi adverse economic growth of the Expo there is every reason for the industry inside and outside and Shaxi pride proud skull. But the other side of the coin is quickly reversed. In the high-level forum for casual wear, fans of Shaxi can not help but feel frustrated when experts mentioned the rapid rise of ZARA and other international fashion brands. At the moment, no matter in China or abroad, China's casual wear brands are hard to compete with foreign competitors. In China, H & M, UNIQLO, ZARA, A and other international casual wear brands are increasingly in a sustained and accelerating expansion of the layout and seize the country's huge casual wear market. "China must build an upgraded industrial cluster to accelerate the industrial transformation and upgrading of casual wear in order to enhance its ability to confront the future with foreign brands." Sun Huaibin, director of the China Textile Industry Association Press Center, said that the transformation and upgrading of China's casual clothing industry is imminent. 58 industrial clusters of "proud" and "depressed" 58 multinational purchasing delegations from 30 countries and regions attended the signing ceremony, signing investment and trade volume of 8.053 billion yuan, 68 investment projects and 101 trade projects. White collar, good news bird, according to the text, Bosideng, the red collar, send Crane Emperor, create the world and the "Chinese clothing brand annual awards" award-winning brands collective debut competitive. A few days ago in Zhongshan, Guangdong, China Leisure Fashion Fair ended in 4 days exhibition in the "transcript" once again let the Chinese textile and garment industry to see the signal pick up. As a small branch of the huge Chinese textile and apparel industry, the casual wear market in particular shows the role of "the main force for expanding domestic demand." Jiang Hengjie, executive vice president of China National Garment Association, said at the China Leisure and Fashion Expo that consumption of casual clothes will become the mainstream of clothing consumption when the per capita consumption reaches or surpass the well-to-do level, and its market capacity and growth potential are considerable. Casual clothing industry's "cake" how much? Jiang Hengjie said that as an industrial cluster of casual wear, the transformation of Zhongshan Shaxi from a little-known southern town into a famous garment town is a typical epitome of the rapid development of China's casual wear market. Shaxi, Zhongshan City, a western town of only 55 square kilometers town, household population of only 60,000, but in 2008 the GDP has reached 190 billion yuan, of which textiles and clothing industry accounted for 140 billion. Market potential of casual wear market has spawned more than 1,700 Shaxi textile and garment enterprises with an annual sales volume of more than 14 billion yuan and nearly 90,000 garment production employees. Shaxi distribution in the domestic franchise stores, there are more than 5300 stores in the domestic market share of about 7%. Because of the rapid development of leisure apparel industry, Shaxi became the model base for the domestic textile and garment industry cluster, and even known as "has entered the track of the national super-strong clothing." But even such an industrial cluster model, but also can not avoid the heavy pressure of arrival. "Up to now, we are facing a very pressing pressure for transformation and upgrading. The lack of brand influence is the most prominent issue at the moment." The White Paper on Casual Wear Industry released at the Casual Wear Expo pointed out that although the Shaxi garment industry has endured Rare financial tsunami test, but also exposed many weaknesses: the lack of international brands, low-grade products, low added value, competitiveness is not strong; corporate awareness of weak intellectual property, competition, disorderly; core competitiveness of enterprises is not strong, High-level lack of professional skills and management personnel, prominent family-management phenomenon; professional market is not high grade; upstream and downstream enterprises are not strong, driving force is not enough and so on. According to the reporter of China Commercial Daily, for example, Shaxi, the current cluster of casual apparel industry, is only a national brand of Xiahu family. Rapid expansion of foreign-funded mid-range brand In the Chinese casual wear industry to promote such a clothing town in Shaxi rapid rise at the same time, an overseas mid-range fast clothing brand strength and capital are also more quickly snatch China's casual wear market, "large Cake "In the" 2009 China Casual Wear Industry Forum, "Dr. Wang Yao, director of China National Business Confidence Center, said that from the development trend of China's casual wear in the past 10 years, the growth rate of the casual wear industry is slowing and the sales volume has been increasing The smaller, more and more sales, a few brands have been unable to monopolize casual wear market. And compared with foreign casual wear, domestic casual clothes both in style and profit with foreign brands have a larger gap. Wang Yao research pointed out that such as the nation's largest casual wear brand Metersbonwe, although the number of stores with 2106, but the total sales revenue was only 315.6 million yuan, while Japan's UNI-QLO 748 stores but to create 3.0559 billion yuan Sales revenue, net profit of nearly 5 million. The H & M, ZARA and other single-store sales, net profit is far more Metersbonwe left behind. In fact, only in a short period of one year, H & M, UNIQLO, ZARA and other international casual clothing brands have been more and more in the country cast net layout. And these brands continue to grow the size of the store is its popularity has gone up. In each H & M store opened, almost 10 outside the dressing room are full of shopping with the basket of consumers has been almost normal. In some shopping malls, many domestic leisure brand counters seem deserted. Dr. Wang Yao told the China Business Daily that as a true international brand such as H & M, the management links of logistics and distribution, commodity management, cost control, inventory turnover and personnel training are much stronger than some domestic casual clothing brands and operating systems Advanced to enable all aspects of operations can maximize cost savings, but also update very quickly, resulting in the prices of these brands even if compared with the domestic leisure brand clothing are more competitive, so H & M, UNIQLO, ZARA and other brands are usually able to In the short period of rapid occupation of the market. In particular, the domestic leisure brand "frustrated" lies in these international brands without exception, the characteristics of marketing and branding. Wang Yao, for example, said that at the opening of Qianmen Avenue Store, H & M introduced the limited edition of the famous designer Matthew Williamson, which is only sold in 200 specialty stores around the world. This marketing model undoubtedly greatly increased the attractiveness of the brand. In addition, with the famous female artist Madonna to sell its collection series, also achieved good results. Wang Yao said that with the gradual increase of consumer brand awareness in China, domestic leisure apparel brands will be affected by the development, production and sales of casual apparel brands if the international casual apparel brands can not be upgraded in a timely fashion as the international fast fashion models swept away . Although still in the context of the financial crisis, but foreign casual wear brands already have "adverse" financial performance. In fiscal year 2008, sales of the Inditex Group, a division of the ZARAA brand, amounted to 10.47 billion euros; Swedish H & M brand sales were 85.53 billion Swedish kronor. To ZARA, for example, even in 2008 during the economic downturn, its third quarter, the growth rate still reached 18%. Another UNIQLO, a fast-fashion chain representing the Japanese fast-forwarding company, saw its sales increase significantly in the first half of the year from a year earlier, achieving an increase of four consecutive months. "In the current economic environment, many foreign-funded cheap apparel brands and products have entered the Chinese market and are favored by consumers and the domestic casual apparel brand needs to be upgraded urgently." Wang Yao said. A large portal fashion channel Network for domestic and international casual clothes brand questionnaire results show that similar prices, or even higher than the case, 70% of consumers prefer foreign brands of products. When talking about the reasons, some friends said ZARA brands such as clothing update faster, and mostly close to the international trend. In contrast, the domestic casual wear brand clothing in this area is not obvious advantages, and less than the brand value of foreign fast fashion. The more dominant sales outlets in the Mainland seem to have begun to be challenged by foreign brands. Jones Lang LaSalle Beijing Market Analyst Tan Xiaomei Jones Lang LaSalle in the third quarter before the Market Analysis Conference told the China Business Daily reporter, with UNIQLO, ZARA and other foreign mid-range brands on the domestic consumer market more understanding, their National expansion has continued to exert force, network layout continued to accelerate. Upgrading the industrial chain is imminent China's garment industry is basically still in a "diversified integration period", competitive advantage is mainly reflected in the medium and low-grade clothing. In the face of the future, the development of China's casual wear industry must abandon the existing low-cost, extensive model of development, take the road of high-end clothing development. At present, judging from the external market, although the western economy has started to recover, experts in the industry believe that the complete recovery of demand, including consumption of casual clothes, will not be completed within the next year or two. From the perspective of domestic demand, the trend of structural development of casual wear has become more and more obvious. The demand for casual wear in first-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen and major second-tier cities such as Tianjin, Chongqing, Xi'an and Chengdu has reached the saturation point. Wei Lin, vice president of China National Garment Association pointed out that China's garment industry is basically still in a "diversified integration period," the competitive advantage is mainly reflected in the low-grade clothing, and the face of the future, the development of China's casual wear industry must abandon the original Low-cost, extensive model of development, take the road of high-end clothing development, that is, high-tech and high added value, take good ideas, exquisite, brand, high quality, high technology, fashion, fashion, personal development as a key word Road to strengthen product design and development, brand building, market channel network construction, occupation of the high-end value chain. Enterprises must understand the importance and urgency of establishing their own brands and owning independent intellectual property rights, accelerate the pace of technological progress and technological innovation, and accelerate the development of core technologies with independent intellectual property rights. "Brand apparel to occupy a larger market share, and can not rely on more than open stores, introduce new models to attract customers, because the quality of clothes, design is the fundamental." Wang Yao Metersbonwe and UNI-QLO two The real case of the clothing brand suggests that domestic enterprises should make more efforts in brand LOGO, market research and sales channels to re-examine the brand's living space and value. Sun Huaibin, director of China Textile Economy Research Center, said that even after 10 years of development, the industrial cluster of casual wear in China is still at a low level, inevitably with product homogeneity, low-end industrial chain, disorderly competition, administrative Management of the characteristics of the split, since Shaxi casual wear industry cluster walk in front of the national casual wear production, then, in the coming years, there should be an "upgraded version." Sun Huaibin said that the construction of an upgraded version of casual wear industry groups need to have a scientific and rational and operational planning; need to derive an effective supportive policies; the need to establish a truly representative of the industry interests, to effectively dialogue with the government industry organizations; the need to Expo To grow and develop as an internationally renowned exhibition. Zhang Zhaoda, vice chairman of China National Garment Designers Association and famous fashion designer Zhang Zuda, believes that after years of development, China's casual wear industry has formed a scale of production capacity. In the current global economy, the growth trend of the East and the West are weaker and weaker, and the pattern of international production and trade is redistributed Changes in the possible environment, given the strategic opportunities in the leisure apparel industry at the same time, it also catalyzed the adjustment of industrial development to structural optimization, the level of upgrading the goal of acceleration. Zhang Zhaoda believes that China's casual wear industry needs to face the future to think about supply optimization and innovation, to focus on the discovery of future needs. Through innovation and supply, to guide the demand, in the clothing culture, in the clothing fabric, in the dress standard, in the clothing sale way, carries on the reform and the change, thinks in the big city how to do, in the prefecture-level city and the small city wants How to do, how to do in the rural market. In fact, the China Business Daily reporter saw at the Casual Wear Expo that Shaxi's new local brands are already exploring more channels to penetrate the market. "The company has been doing the apparel for 10 years and has been doing wholesale. In the current economic environment is not good, we choose to do the brand, the most confident is that innovation .Our marketing is the new trick will sell casual clothes and dating network grafting." Garments Co., Ltd. Zhongshan Shang Liu Xuan, general manager, said they want to be like "Levi's jeans" to make a single champion, the flagship of the most distinctive Zhongshan garment industry knitwear and jeans. In marketing innovation, the company "open the industry precedent," clothing sales and dating network grafting. Liu Xuan explained: "dating network is now young people keen communication, this approach is more acceptable." Zhongshan City Leisure Clothing Engineering Research and Development Center Wu Wenbin technology manager told the China Business Daily reporter, Shaxi Institute of Technology is And Guangdong Academy of Fine Arts to discuss cooperation, plans to co-organize next September to cultivate a high-end talent in the apparel industry university. "Zhongshan leisure apparel in order to have sustainable development, there must be a high-quality university, the need for high-end talent." Wu Wenbin introduced a group of people working in Zhongshan clothing research and education, hoping to promote Zhongshan to become the Casual clothes area the most authoritative base. He disclosed that the relevant state departments will invest 30 million yuan in Shaxi to build a detection platform, the improvement of these public platforms, Zhongshan garment industry will be an important resource for transformation and upgrading. In fact, the current government has also seen the objectivity of industrial upgrading. In the "White Paper", China Commercial Daily reporter saw that the concrete plan for realizing Shaxi industrial cluster mode improvement, Shaxi garment industry development mode upgrading and re-establishing Shaxi regional brand has been put on the work schedule by the government, Of the "Pearl River Delta Garment Industry Development Plan" is clear that 9 cities in the Pearl River Delta will fully integrate the resources of the garment industry, Zhongshan will transform and develop into a very influential national casual wear processing and manufacturing base.
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