Macro-environment analysis of clothing industry

Clothing industry, as the head of basic necessities of life, is undoubtedly an eternal sunrise industry, because human beings' pursuit of clothing is endless. Nowadays, with the development of economy and living standards, people's requirements for clothing products are getting higher and higher, and clothing not only requires warmth. Everyone wants to have more beautiful, healthier and more personalized clothes, and the cake in the clothing market will grow bigger and bigger because of the faster upgrading of clothing products. When the productivity is developed enough, it will no longer be a dream to own dozens or even hundreds of clothing products per capita. China is the largest clothing consumer and the largest clothing producer in the world, but the overall development of China's clothing industry is very uneven. The products produced by Guangdong, Jiangsu, Zhejiang, Shandong, Fujian, Shanghai and other southeast coastal provinces account for more than 80% of the national market share. The clothing industry in the central and western regions is still very backward. The competition among garment enterprises is still at a low level, mainly in terms of price and style. Most of the products of garment enterprises are mainly distributed in the wholesale market. In recent years, although the brand awareness of clothing enterprises has been continuously strengthened, there are only a few well-known trademarks of China in China's clothing industry, and there is still a lack of real international clothing brands, mainly through low-cost advantages to compete with international brands. Men's wear and down jacket are the most mature and internationally competitive clothing industries in China. Many famous brands such as Shanshan, Youngor, Bosideng and Xuezhongfei have been born in this field, and several listed companies have been collected. Their brand strength, scale and competitiveness are in the forefront of the clothing industry. However, women's wear, children's wear, pajamas and other markets are relatively immature, and strong leading brands are still lacking. The confusion of China's clothing industry development 1 The inventory pressure is increasing. Some people say that if all the clothing enterprises in China stop production now, China people will not have to worry about running out of clothes. Now the stocks of all enterprises add up to enough to sell in the market for two years. Clothing enterprises grow bigger, often accompanied by a sharp rise in warehouse prices. The sales of the enterprise have increased several times, but the cash in the account has not increased much. No wonder many bosses say that their hard-earned money has gone into the warehouse. Due to the obvious seasonality of clothing, the upgrading of clothing products is getting faster and faster, and the inventory problem has become one of the most headache problems for clothing enterprises. If not handled, the backlog will only lead to more inventory depreciation or even worthless. Let's sell it at a low price. On the one hand, those out-of-season products are not necessarily wanted, on the other hand, selling at low prices is a great blow to the brand image that has been established hard, and it is easy for consumers to doubt the price system of products. In addition, the inventory quantity is often inversely proportional to the shortage quantity of enterprises, because clothing products have a certain cycle from purchasing fabrics to production. In order to make their products marketable in the peak season, enterprises often have to reserve a large number of goods, which has buried hidden dangers for inventory. In order to reduce inventory, some conservative enterprises often limit the production quantity of goods, but once the goods are sold well, they miss the sales opportunity because the products are out of stock. 2 lack of independent design style. Clothing design is a common problem in China clothing enterprises. China's fashion design level is far behind the international level, and China has not yet produced a fashion designer with world influence. Many enterprises still mainly copy and imitate the version, so it is difficult to form their own product style. Domestic garment enterprises lack a perfect training mechanism for designers, and many talented designers are more accustomed to establishing their own brands or opening design rooms to start businesses, rather than exerting their talents in enterprises, which makes it difficult for China's garment design level to rise to a new height, and even China designers are not seen in international mainstream fashion weeks. 3 industry professionals are scarce. People who go deep into the clothing industry will clearly realize that the overall talent team in the clothing industry is very poor. Whether from production management or design, marketing, advertising and other aspects. Because the clothing industry is mostly private enterprises, many of them started from mom-and-pop stores, and the color of family businesses is often relatively strong. Many enterprises simply can't provide a broad stage for talents, so they can't attract talents to join, and even if they join, they can't keep talents. In the era of people-oriented knowledge economy, the lack of professionals has a great impact on the development of clothing industry. As we all know, in the case of imperfect industrial chain, fabric is the key to clothing products. However, there is still a big gap between domestic fabric suppliers in the upper reaches of the industrial chain and foreign fabric suppliers, and the ability of fabric research and development is insufficient. Most high-quality fabrics still rely on imports, which directly restricts the improvement of the whole industry. However, the overall operation level of the dealer team downstream of the industrial chain is low. Because of the low threshold of clothing business, many people with a little capital are willing to choose clothing to invest and operate. The quality of clothing dealers is mixed, and many dealers have no awareness of brand management and can't grow up with enterprises at all. And our final consumer's consumption psychology is not mature, and they don't know much about the culture of clothing. Many consumers blindly worship foreign things and obsess over foreign things, which leads to some clothing enterprises unable to adhere to their own brand style and can only comply with the needs of consumers and make some kitsch products. 5 brand gold content is not enough. Clothing brands are generally not high in gold content and cannot compete directly with international brands. Many enterprises have limited knowledge of brands and weak brand awareness. They pay too much attention to the immediate interests and lack long-term planning for the brand. The market is always full of some brand operation methods for quick success and instant benefit. For example, the rampant fake foreign devil brands occupy the position of high-end shopping malls, forming the development path of China characteristic clothing industry. Although a series of problems are restricting the further development of China garment industry, it is a promising and vital industry after all. If local governments and enterprises can realize these and pay attention to them, the difficulties are not insurmountable. 1 the government and associations guide the formation of industrial clusters and build regional brands. At present, China garment industry has formed many local industrial clusters, which is a good trend. For example, men's wear in Ningbo, casual wear in Fujian, women's wear in Shenzhen, underwear in Nanhai, jeans in Zengcheng and so on. The emergence of industrial clusters is conducive to the formation of industrial characteristics and advantages through the influence of the whole region, while promoting the exchange and enjoyment of resources such as technology, talents and fabrics, and realizing the common development of * * * *. Moreover, the formation of local industrial clusters is more conducive to the combination of brands and the promotion of concentrated advantages abroad. For example, Wenzhou Garment Industry Association often organizes garment enterprises to participate in exhibitions abroad collectively to expand the international influence of Wenzhou garments. This requires the government or industry associations to take the lead as a link to guide and promote the development of local industrial groups. 2. Vigorously cultivate professionals. This requires cooperation between garment colleges and enterprises to cultivate talents that the garment industry really needs. After all, talent is the greatest productivity. Now, some powerful enterprises begin to "order" talents from colleges and universities, requiring colleges and universities to train talents according to the needs of enterprises, and enterprises pay a certain training fee. This is also an attempt to reform the higher education system. At the same time, there should be a perfect talent training mechanism within the enterprise to give talents room for growth. Infiltrating the upstream of industrial chain plays an important role in the field of clothing. Having the latest fabrics is equivalent to having the trend. Clothing enterprises should strengthen cooperation with fabric manufacturers and even actively participate in the development and design of fabrics in order to take the initiative in the competition. 4. Strengthen brand building. Under the condition of market economy, it is always the right choice to be a brand if you want not to be eliminated. Many garment enterprises should get rid of family workshop production as soon as possible, attach importance to brand building and set up long-term brand goals. In order for the brand to become an international qualified enterprise, it is necessary to look at the world, learn from foreign advanced production, design and management experience, and at the same time boldly go out, establish an international brand image and earn back foreign exchange. China clothing has rich experience in processing international brands, which shows that the quality of our production technology is no longer a problem. What we lack is only strategy, vision and practical operation ability. Unlimited business opportunities, how to dig gold? Generally speaking, the clothing industry is a labor-intensive industry with low entry threshold and low business risk. Usually as long as you have some money, you can get involved in this industry. The huge market has spawned countless business opportunities, and although the industry competition has been fierce, it is far from white-hot. And it is almost impossible to form a monopoly industry, so as long as you want to stand out, there will always be opportunities. After entering this industry, how to find your own position and find business opportunities? 1 market segmentation, seize your own expertise and cut in. In the clothing industry, it is almost impossible to pursue a large and complete product line, and the clothing industry can be deeply refined. The product line can be divided into men's wear, women's wear, children's wear, casual wear, underwear and professional wear. These branches can be further refined, and any market segment will be a huge market. For example, the market segment of men's underwear and pajamas is far from mature, and there are still many opportunities. Mu Wang's success in Fujian is a good example. Through its own superior product-trousers, it has built a brand, and the sales volume of trousers ranks first in the country. It was also rated as the "China Famous Trademark" of the industry's first trousers industry. Now, with a strong brand advantage, Jiu Muwang has spread to the fields of casual wear and other fields. 2 increase added value and become a high-end brand. In the field of low-end brands, many brands have initially formed scale and competitiveness, but in the high-end field, domestic brands are almost blank. Many of the world's top brand processing bases are located in China, but why can we only earn a little money while others earn high profits behind the brand? Some powerful clothing enterprises should seize the opportunity to gradually build their own high-end brands and make China's own Armani and China's own Versace. Don't ask for more, but ask for its essence. 3 Realizing diversified industrial expansion In foreign countries, famous clothing brands have always been organically combined with cosmetics, bags and other products to build a fashion empire. After establishing a certain brand, it is also a way for clothing enterprises to effectively use brand resources for diversified extension. 4 Authorized by international brands International brands are eager to enter China, but they don't know the national conditions, so most of them seek partners to operate through brand authorization. The success of montague, Playboy, Pierre Cardin and other brands in China can provide us with many lessons. Brand management, after all, takes time and time. Obtaining the right to use an international brand through authorization can not only make you enjoy the benefits brought by a mature brand, but also make your products go to the market faster and be accepted by consumers. This is also a shortcut to growth. Source: China Brand Clothing Network