The Apparel Industry Is Changing In The Swing.

"China's clothing The industry has reached an important moment of transformation and upgrading. In the future, China's garment industry needs to constantly strengthen its brand building. " Recently, Dr. Xu Haoran, chairman of the National Association of brand associations and President of Jiangsu brand society, told reporters.

In 2013, the domestic garment industry continued to be cold, inventory backlog was serious, sales growth was weak, market demand was shrinking, and the overall profit level of the industry declined. Under the heavy encirclement of these unfavorable factors, the domestic garment industry is struggling. Many people in the industry said: the changing situation of the domestic garment industry has arrived, and the challenges and opportunities of China's garment industry will coexist in the future.

The declining trend of the industry has not been reduced.

Recently, the China economic prosperity index report released by the National Bureau of statistics and China Economic Prosperity Monitoring Center and the economic daily news shows that the main business income, total profit and total tax growth rate of the domestic garment industry has slowed down to varying degrees. Among them, the main business income of the garment industry in the three quarter was 379 billion 600 million yuan, showing a downward trend for 2 consecutive quarters. The apparel industry finished product fund was 69 billion 700 million yuan, which continued the 7 quarter slowdown. The loss of the garment industry was 17%, and the total loss of the loss making company was 720 million yuan.

The report also pointed out that the current domestic clothing industry early-warning index is 80, continue to operate in the "cool blue light district" which is relatively cold, and the endogenous driving force of the garment industry itself is still insufficient.

In addition, since October, as the major garment enterprises have announced three quarterly results, the overall performance profile of the garment industry in 2013 has also been gradually clear. Affected by the overall downturn of the garment industry, the performance of the garment enterprises generally failed.

Among them, Metersbonwe's third quarter results in 2013 show that in 2013 1~9 revenue fell 19.9% overall, net profit fell 49.12%. The third quarter results of the seven wolves in 2013 showed that sales in 2013 1~9 reached 2 billion 310 million yuan, down 8.11% from the same period last year. The three Quarterly Bulletin released by nine herd Wang shows that the sales revenue of 1 billion 761 million yuan in the 1 ~9 months of this year dropped by 1.18% compared with the same period last year. The profit was 426 million yuan, falling 9.6%, and both operating income and net profit declined.

After a long time of embarrassment of "closing shop tide", sports brand Clothes & Accessories There is no sign of improvement. Taking 361 degrees as an example, its third quarter 2013 operation data showed that the company opened 186 new stores, closed 443 stores, and reduced the net number of shops by 257. Previously, more publicly available data showed that in the first half of 2013, Lining, Anta, PEAK, China trends, 361 degrees, and XTEP's 6 major brands closed up a total of 2249 stores, and 6 companies closed 12 stores a day on average.

Industry analysts believe that the clothing industry is facing such a dilemma, which is caused by multiple factors, and this situation will continue in the short term.

　 Inventory is high and demand is weak.

Dr. Xu Haoran told reporters that at present, a big problem in the clothing industry is the serious backlog of inventory, the lack of sales growth, and the large number of stocks that can not be sold out, and the stores under all kinds of lines are under tremendous pressure.

Some people have pointed out that the total inventory of all brands in the clothing industry is now about 2 times the total sales volume. Even if a piece is not produced, it can sell for two years according to the previous sales momentum.

It is understood that in recent years, the clothing industry has been faced with the problem of overcapacity, and the phenomenon of high inventory is widespread in major garment enterprises. Now, influenced by many unfavorable factors, the problems and drawbacks of these industries begin to burst.

From now on, many garment enterprises have taken measures such as discount sales promotion, online low price sales and other "de Stocking" measures, and strive to digest the excess capacity as soon as possible, return the funds and speed up the replenishment of new products. What is particularly noteworthy is that in recent years, with the explosive growth of online shopping, more and more clothing enterprises have begun to layout the electricity supplier, and regard it as an important means to clean up inventory. This has played a positive role in the digestion of inventory, the withdrawal of funds and the realization of sales growth, and has stimulated consumption in a certain degree, but there are also drawbacks in this way.

A garment enterprise leader told reporters that many clothing enterprises are now adopting the "online selling stock, offline selling new models" sales mode. Through online channels, businesses sell products with a backlog of products on the Internet at a lower price, but the sale of similar products in the same store is bound to be affected. More and more consumers are "physical shop trial fitting, online ordering". "This is nothing to do but to tear down the east wall and make up for the west wall".

Insiders pointed out that at present, more clothing enterprises only regard electricity consumption as the "sewer" of their inventory digestion, and use the way of "breaking arm and hemostasis" to dump the inventory products at low price, which has caused some damage to the brand value of the products. In addition, the conflict of interests between online and offline channels is becoming increasingly prominent. The "right hand fighting" situation often arises, and this contradiction is also urgently needed to be solved.

With high inventory levels and "destocking" operations, the demand for the market has shrunk, making the Chinese garment industry face greater challenges.

According to Dr. Xu Haoran, before the domestic garment industry relied heavily on export earnings, but now export orders are on the decline, giving clothing enterprises a negative impact.

This statement was released in November by the Ministry of industry in 2013, the 6 quarter of 2013. Spin The report on industrial operation has been corroborated. Statistics show that since 2013, demand for clothing imports from Europe and Japan has decreased compared with that of the previous year, and the export pressure of China's textile and garment industry is greater. For example, in 1~8 months, the total import of textiles and clothing from the EU dropped by 5.9% compared with the same period last year. The total import of textiles and clothing from Japan dropped by 3.9% compared with the same period last year.

The performance of the domestic market is also not optimistic. According to the statistics released by the China National Business Information Center, the growth rate of clothing retail sales of the major retail enterprises in the whole country decreased by 2.9 percentage points in the first half of 2013 compared with the same period last year.

The unfavorable factors facing the garment industry are more than that. Domestic labor costs rise, store rents are raised, raw material costs are increased, and the strong impact of international clothing brands has led to a sharp reduction in the profits of garment enterprises. More seriously, in recent years, some Southeast Asian countries have attracted more and more foreign manufacturers with cheaper labor costs. The comparative advantage of China's apparel manufacturing industry is fading.

　　 Usher in a critical change period

Although the domestic garment industry is difficult and problematic, many people in the industry say that this does not indicate that China's clothing industry has been on the decline. On the contrary, China's garment industry is at a critical stage of transformation and upgrading, and the garment industry in the future will usher in a new revolution.

Chen Dapeng, executive vice president of the China clothing association, pointed out at the 2013 China clothing conference that the future development of China's garment industry is facing more complicated and changeable environment and a brand-new and multifaceted test. Meanwhile, it also faces tremendous opportunities. In the future, the Chinese garment industry will vigorously adjust the industrial structure, actively cultivate brand growth, fully highlight the brand new value, and move forward from the big manufacturing country to the intelligent manufacturing power. In the future, the annual growth rate of China's garment industry should be over 10%.

Dr. Xu Haoran believes that the current problems in the domestic apparel industry are, on the surface, backlog, low market demand, and poor sales channels. In fact, it reflects the fact that the domestic garment industry is homogenization, the brand awareness is not strong, the business philosophy needs to be improved, and the production and marketing mode needs to be innovated. Therefore, the Chinese garment industry will change in the future. This change will bring pains to the garment enterprises.

"In the coming years, there will be a number of garment enterprises that are lagging behind in their development, backward in business philosophy and poor in product characteristics, and those with precise positioning will get better. At the same time, mergers among garment enterprises will also appear, and some enterprises with channel advantages will have more merger value.

Dr. Xu Haoran believes that the future of China's clothing industry has great potential for development, and the garment industry will usher in a new pattern after experiencing pains. "There will be real big brands in the garment industry of China in the future. Some high value added and high profit independent brands will enter the high-end market. At that time, the Western high-end brand in the high-end market will give way to the domestic independent clothing brand."

For garment enterprises, we should abandon the impetuosity, concentrate on the brand with the spirit of intensive cultivation, and cultivate the loyalty of consumers. We should change the pursuit of "best selling" into the pursuit of "regular sales". "A clothing brand is equal to the needs of a group of people. It is impossible for men, women and children to eat all the time. It is impossible to do anything. If the pursuit of" big and short, fast and fast "is just the way, the cake looks so big that it actually loses its original market.