How To Deal With The Four Major Crises Of The Garment Industry In 2014

　 First, the overall capacity is oversupplied, and the total supply is larger than the total demand.

Through over ten years of rapid development, the situation of overcapacity has obviously appeared, and with the increase of consumption level, clothing With the rapid development of industry, the overall supply of clothing products is far greater than the total demand. As the clothing market generally adopts the futures mode, the overcapacity has lagged behind. The profit margin is around 5%. "Because of overcapacity, the discount has become the poison we have to take.

In 2012, only 22 A share apparel listed companies reached an astonishing 38 billion 200 million yuan in the third quarter. Before the figure broke out, the total inventory of 42 garment enterprises in the first half of the year was 48 billion 300 million yuan, which made people feel the inventory cost of the company.

Two, the competition of homogeneous goods is very serious, and the profitability is seriously declining.

After more than thirty years of development in product design, production, sales, brand and operation, garment enterprises are already quite mature in terms of overall process, talent and resources. Therefore, brand replication is quite easy. The homogeneous products of similar brands occupy the market, and competition from the blue sea rapidly enters the Red Sea, prompting a serious decline in the profitability of garment enterprises.

　 Three, the growth of market demand slowed down, and the speed of enterprise development slowed down sharply.

With the structural adjustment of China's economic growth mode, the overcapacity of the whole economy and the gradual decline of economic growth will affect the growth of people's income, which will have a certain impact on the clothing consumption market, and the growth of consumption demand in the market will slow down, and the speed of the development of garment enterprises will greatly decelerate. According to the National Bureau of statistics, in 2013 1~6, the total retail sales of consumer goods totaled 110764 billion yuan, up 12.7% over the same period last year, and the growth rate dropped 1.7 percentage points over the same period last year, down 1.6 percentage points from the previous year. Among them, the retail sales of Enterprises above Designated Size (unit) amounted to 55251 billion yuan, an increase of 10.5% over the same period last year, down 4.4 percentage points from the same period last year. The total retail sales of consumer goods and clothing increased by 11.7% over the same period last year, down 4.7 percentage points from the same period last year.

Four, the development mode of garment enterprises can not meet the needs of market changes.

After more than thirty years of development, garment enterprises have been in a stage of rapid development. Therefore, the development mode is single, and the ability to respond to changes in market demand is low. When the market is saturated, there is no innovation mode to meet the change of market demand, and enterprises are in a state of adjustment. With the development of Internet, the speed of information dissemination is faster and faster. Many enterprises still remain in the "primitive society" and the industrial age. In this era of Internet thinking, the slow pace is like a clumsy dinosaur.

　　 Four short boards of clothing enterprises

While the industry is burming with crisis, many enterprises, as the main body of the market, have broken out a lot of problems.

　　 First, clothing enterprises do not really understand and meet the needs of consumers.

The "ordering system" model that has been implemented for a long time in clothing enterprises, which predicts market demand instead of real demand of consumers, has not formed an effective mechanism for consumers' understanding and satisfaction. Therefore, it can not achieve mass production and market orientation, but is guided by the demand of dealers. Thus, the consumption of VIP consumers has been decreasing year by year, and the network has formed a large number of stock products.

Two, the top and bottom of the value chain of garment enterprises can not achieve win-win results.

During the development of garment enterprises, the brand owners' profitability has been fully protected. However, because of the influence of factors such as rent, staff salaries, product inventory, and the increase in production costs of suppliers and manufacturers, the total profit level of the dealers in the market has been declining and even losing operation. Therefore, the upper and lower value chains of enterprises have failed to achieve a win-win situation and seriously affect the continuous profitability of enterprises. We are in Fujian. Spin But we are not cotton producing areas. In other words, the control of raw materials in the upstream is very weak. In order to get through the meager profit era, many factories have to use chemical fiber in large quantities, which is also no way.

Three, the innovation of garment enterprises is not enough, and their profitability is declining and losing competitiveness.

In recent years, the cost of human resources, taxes, raw materials and other materials in garment enterprises has been rising. The overall innovation level is not enough, and sales volume has not improved significantly. Since 2012, the per capita monthly income of garment industry has exceeded 500 US dollars, in other words, the labor force is no longer cheap.

　 Four, the integration of garment enterprises has not found a clear direction.

In the case of blocked market sales, we did not identify the focal point, did not clearly understand the enterprise's own problems, blindly invested a large amount of funds in the retail management to strengthen management and training, and failed to clearly realize that the integration of enterprises was integrated from the new positioning of the market, new product design, new product design, new supply chain innovation, new channel integration, and new retail adjustment.

　 Some garment enterprises will be eliminated.

Faced with the challenges of the whole industry, some enterprises who are unwilling to change or change too slowly will be ruthlessly eliminated by the market.

　 The first is the slow transformation of garment enterprises.

In the light of market changes, we should promptly reposition the market, transform the business mode and integrate the supply chain, instead of simply reducing the scale and streamlining the organization of garment enterprises.

　　 Two, is the transformation of business mode too fast clothing enterprises.

According to the changes of the market, garment enterprises with new market positioning, new mode adjustment, and new supply chain integration, but too fast, too big, and can not keep up with the operation ability and level, can be carried out according to the market changes.

　　 Three, supply chain breaking garment enterprises.

Due to the long-term cooperation of the strategic supply chain production system and supplier system, because of the decline in profitability, and the closure and rotation, thus affecting the normal development of clothing enterprises.

　 Four, a small scale, low-end market service clothing enterprises.

In the market competition, the small scale, the low and middle market demand of the service, because of the low ability to resist risks and the weak competitiveness, these enterprises will face the risk of being eliminated by the market in the future development.

　　 Five, the domestic high-end brand clothing enterprises.

With the improvement of domestic consumers' awareness of high-end brands, there is a new concept of de brand for high priced brands. At the same time, high-end consumers are affected by the economic crisis. As a fashion leader, high-end brands are faced with a dilemma that consumers can buy and not buy. For high-end brand clothing enterprises, they will face enormous market pressure. {page_break}

countermeasure

The founder went into action and the company entered the two stage of entrepreneurship. Chen Yihong's return, Lining's return...

We should clear up the existing professional manager system and cultivate professionals with businessmen 's thinking.

Buy back stock, set up factory stores, and borrow network sales channels.

Enhance retail control. For example, in 2012, the proportion of American barn stores increased to more than 25%, and China's trend Chen Yihong suggested that it would intensify the integration efforts of the channels.

Go back. Lining, who once wanted to catch up with Adidas, put forward three focus strategies after reunification: focusing on Lining, focusing on the essence of sports and focusing on the mainland market.

　 Add a few more points.

Reduce vicious competition. Specifically, it is achieved through two aspects.

First, according to the complementarity of each other's resources, small and medium-sized enterprises can merge together to achieve the goal of saving manpower and organizing management costs, and jointly enhance their competitiveness. Improve bargaining power with upstream suppliers and downstream vendors.

The two is to set up trade associations to supervise the behavior of practitioners and prevent vicious competition.

Use the Internet to think about making products. The core of the so-called Internet thinking is to start from the needs of users and regard Internet thinking as an ideological revolution to transform the garment industry. There are two specific aspects:

Marketing must be differentiated. We should create products that are emotional to users. To generate emotions,

　 First, rely on brand building.

Two rely on fans to trust.

Do not go to intensive market, and plan gradually. The growth of men's suits and children's wear is relatively large this year. The growth rate has increased by 9.22 and 9.73 percentage points respectively over the same period last year. This shows that the vertical field of market segmentation has broad room to play and is conducive to the development of brand enterprises.

In addition, the quality is better, and no longer a cheap commodity, but a poor quality pronoun. Good quality is also reflected in the functional product experience. The question of the ski suit asked by Lei Jun is the classic question. The clothing industry should consider the needs under the scene and design and produce products according to the needs.

Actively touch the net. Channel should not rely too much on traditional channels. All data show that the growth of channels on the Internet is significant. In the first half of the year, apparel network sales still showed strong growth momentum, and sales of all major categories increased significantly year-on-year. Taobao data show that in 2013 1~5, sales of men, women, children, underwear and sportswear increased by more than 58% year-on-year. Clothes & Accessories Accessories grew by 155.06% over the same period.

Strengthen original ability, especially local Designer Training. This piece of China is not enough to integrate. Chinese designers, who can not get to the fashion side, do not get the support of the clothing industry, because the former trusts more about overseas brand designers, and the latter does not have many Shanzhai enterprises. Although Giorgio Armani said, "imitation can be interpreted as affirmation of the value of the original brand." But this does not mean that people do not protect their rights, especially the increase of domestic legal protection. But if you want to really mature, you need to start with industry discipline.