The Popularity Of The Country: The Flexible Supply Chain Behind It Surfaced.

In 2019, the concept of "national tide" has become the new outlet for the upgrading of consumption and the transformation of garment industry. 137 listed companies, 40% of online shopping penetration, and 2 trillion and 300 billion of the market scale, with many opportunities, the trend of the country is gradually prevailing. How should the practitioners of clothing industry seize the opportunity to promote their own development?

Opportunities in the apparel industry

As the world's largest garment producer and exporting country, clothing is also known as the "forever Chaoyang industry". It has become the largest category of Internet retailing. The penetration rate of online shopping is up to 40%, far exceeding the average value of the retail industry. From the data, we know that the clothing market still has great innovation and market potential.

The early clothing brand has great uncertainty and faces four problems: inventory pressure, channel pressure, cost pressure and product pressure. The newly established clothing enterprises can focus on one or two products, let it become popular quickly, and get a certain scale of revenue in a short time. However, the updating of the garment market is fast and the user changes fast. The innovation ability of the start-up garment enterprises is very uncertain. And a certain scale of garment enterprises, their product matrix is more mature, the echelon is more perfect, plus the advantages of various distribution channels, it can get capital blessing. From the perspective of the development of garment enterprises, new opportunities are mainly focused on market segmentation. How to create super products, reduce inventory and control costs is the opportunity for start-ups.

In 2017, with the revival of the clothing market and the gradual emergence of the national tide, it has been popular in the clothing market in recent years. Behind this country's tide, it represents the consumption concept of contemporary users, from the design to production to supply, and so on. What kind of spark does it collide with the clothing market? The concept of Guo Chao has many interpretations, and there are no specified rules, but there are two dimensions: Chinese brand + Chinese culture.

What impact does the tide have on garment enterprises and users?

For garment enterprises, domestic brands are becoming the mainstream trend. For users, their acceptance of domestic brands has been improved. They can be seen from 3 aspects: 1) the popularity of domestic brands has improved rapidly; 2) the impression of domestic brands has improved; 3) the number of clothing purchased by domestic users has increased.

There are two main reasons for the popularity of domestic brands: 1) the consumption concept of modern users has changed. They no longer pursue brands, but also emphasize themselves. They want to have a unique style. They are more tolerant to Chinese brands. If they are good in appearance and acceptable in quality, 2) the user's sense of identity made in China and the quality of domestic brands.

The rise of domestic brands

Under the influence of the national tide, their design styles are more and more Chinese style. From the perspective of category, sportswear leads the fashion of the country and the rise of small garment enterprises. Lining, Bosideng and Anta, which are the first to boost the fashion brands, have used the Chinese style design to attract the younger generation of users. The national tide led by sportswear has rapidly increased sales among the young user groups. In 2018, the sales channel of China's sports apparel market was 48 billion 500 million yuan, an increase of 14%, and online channel sales increased by 14 billion 800 million yuan, an increase of 9%.

Small garment enterprises, such as antique clothing enterprises, have been experiencing rapid growth. Behind the rise of sportswear brands and small garment enterprises, it is also related to the characteristics of categories. Compared with women's clothing, sports products are smaller in width, more comfortable and functional, the pressure of design iteration is relatively small, and the style life can be extended.

These two categories are consistent with the logic of building super products, breaking through the 3 major pain points in the clothing Market: product iteration speed, inventory pressure and cost pressure. The dividend brought by the tide of the country is complementary to the development trend of the garment enterprises.

New clothing category, asexual garments

In recent years, with regard to the consumption of clothing enterprises, the neutral trend has become a new trend. From the point of view of clothing industry, asexual clothing is a breakthrough in new products. It creates a neutral wind, the same sex, and reduces the risk and cost of inventory.

Like the neutral wind consumer groups, can be divided into these three categories: 1) new men, traditional men's clothing aging, unable to meet the young people's pursuit of fashion style; 2) new women, under the influence of equality between men and women, women's social status is more independent, female men, cool girl image popular; 3) vertical crowd has a rigid demand for neutral clothing, for example, college students, lovers...

The quality of asexual clothing is that it can cover men's clothing and women's clothing.

The rise of minority garment enterprises

In the clothing market, many young people are more inclined to display their personalities with minority clothing, including minority clothing including Hanfu, Lolita and JK uniforms.

The popularity of costumes has been promoted by the national tide. Hanfu has become one of the most popular choices. Minority clothing users have a strong sense of identity and belonging. Their stickiness is larger than that of other categories of clothing, and the rate of repeat purchase is as high as 80%.

The popularity of Hanfu makes its market quantity continue to increase, and the main selling methods of Hanfu are also very special. They sell by pre sale mode. And two presale methods are presented to users: 1) implement the form of earnest payment. If the amount of the deposit is not up to the target quantity, the order will be cancelled automatically. 2) before the sale, the sample will be used for pre-sale, and after a certain quantity, the garment will start to be produced.

The advantage of these two ways is that it solves the big problem of clothing industry: inventory pressure and cost pressure. To accelerate the development of flexible supply chain in China, we need to know that flexible supply chain can achieve a small amount, fast production and reduce costs.

At present, the Hanfu market is still at the initial stage, and there is still a big gap compared with the already mature garment enterprises. But the Hanfu market is growing very fast, and it is increasing at an annual rate of over 100%. From the perspective of the development of small garment enterprises, they have enough demand at the front end, and the low cost supply of back-end will survive with the unique way of pre-sale. With the support of flexible supply chain, its future will have great room for development.

At present, there are many opportunities and prospects in the clothing industry. Around the creation of original trend brands, reduce inventory and cost pressure and channel pressure, these four directions will form the next blue ocean in the market. For our apparel industry practitioners, we should be aware of this change and make timely adjustments. We should dare to explore and innovate. We should always keep in mind that fashion is the fashion element and always keep in mind the needs of the clothing market.