Under the influence of multiple factors such as repeated epidemics and trade frictions, the apparel industry is facing changes
How can apparel companies buck the trend in the predicament?
Our reporter Li Guo
"Worker's Daily" (July 05, 2022 Edition 07)
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Clothing and apparel is a rising industry that never ends. However, affected by factors such as the epidemic, the operating efficiency of enterprises is not optimistic.
In the predicament, enterprises seize the transformation opportunity of "Internet +" and use traffic efficiency to promote the rise of "new national fashion clothing". The industry brings new growth drivers.
"Clothing, food, housing and transportation", in the shopping list of ordinary people, "clothing" is the first consumption hotspot, and the apparel industry has also become a popular "track" for many cities to compete for layout and pursuit.
Recently, Zhiyi Technology, which has only been established for 4 years, has completed 3 rounds of financing of nearly 100 million US dollars in a row.
According to Tianyancha data, as of now, there are more than 21 million garment enterprises in my country, of which 5.235 million will be newly registered in 2021, with a growth rate of 39.2%.
However, the operating efficiency is not optimistic.
Statistics show that from January to May 2022, the total retail sales of clothing, shoes, hats and knitted textiles in my country will be 509.3 billion yuan, down 8.1% year-on-year.
In May, the total retail sales of clothing, shoes, hats and knitted textiles in a single month was 95.8 billion yuan, down 16.2% year-on-year.
"Chongqing style" clothing is accelerating the staking
Apparel is a rising industry that never ends.
However, the clothing industry generally faces the dilemma of scattered production bases and weak brand appeal.
The completion of Chongqing China Textile and Garment City, which is positioned as a "global fashion runway and a new city for the clothing industry", has brought more than 3,000 clothing manufacturing companies to an end to the days of renting factories and fighting guerrillas for a long time. It is close to Shangmeng Chongqing Fashion. Together with the industrial park, in Banan District, Chongqing, a light textile and garment industry base with an annual output value of nearly 100 billion yuan has been formed, and it has become the largest "Fashion Silicon Valley" in the west, integrating clothing creative research and development, production, logistics, and commerce.
"I have invested 100 million yuan in the factory building in China Textile Garment City." Mr. Tong, chairman of a fur garment in Haining, Zhejiang, who is well-known in China, told reporters on July 3 that compared with the coastal areas, the The cost of making clothing in Chongqing can be reduced by at least about 10%.
According to the data, there are 169,000 garment enterprises in Chongqing.
"Chongqing people have a cheerful personality, are very inclusive, and are relatively easy to accept advanced fashion information. To develop the fashion industry, they have very good software and hardware." Professor Liang Mingyu said.
According to him, 16 colleges and universities in Chongqing have opened fashion design majors, and the team of young fashion designers has grown year by year, but a large part of them have gone to other places. The next step is to consider how to retain people.
The reporter learned from the talent training center of Chongqing China Textile Garment City that in recent years, Chongqing garment enterprises have offered an annual income of nearly one million yuan to recruit talents and recruit design and management executives.
"Under the linkage between the enterprise and the government, once a brand highland is formed, talents will flow to Chongqing from the coast and other places." Chen Mao, general manager of Chongqing Shangxian Human Resources Consulting Co., Ltd., believes.
"The textile industry is located in the surrounding districts and counties, and the main city focuses on fashion clothing design, research and development and processing." The person in charge of the Consumer Goods Industry Division of the Chongqing Economic and Information Commission said that according to the municipal government's plan, Chongqing Textile and Garment will form the main city in the future. South), Fuling, Reservoir Area, West Chongqing, Southeast Chongqing five major industrial sectors.
Taking the urban fashion clothing industry chain as the leader, each segment has different characteristics, driving the dislocation development of the whole industry chain from textile to clothing.
Tang Juncai, head of Shangmeng Chongqing Fashion Industrial Park, told reporters that the industrial park has been committed to integrating domestic and international clothing industry resources and realizing the global allocation of industry resources.
At present, the service platform of "Menghan Shangpin" has attracted hundreds of South Korean fabric companies and excellent fashion designer brands to join.
Use traffic efficiency to promote the rise of "new national fashion clothing"
At present, the "Gen Z" represented by the post-90s and post-00s are showing a new trend of paying for interest, paying for appearance and paying for fashion in the consumption of clothing.
This year's "618", online clothing stores once again felt a burst of madness, while some old-fashioned casual clothing is experiencing the tide of "shrinking shops" offline.
According to the "2022 Douyin 618 Good Things Festival" data report released by Douyin E-commerce, with the help of scene construction and topic marketing, Douyin e-commerce apparel industry expands marketing channels for merchants through multiple gameplays, and achieves breakthroughs in big promotions and sales.
During Douyin's "618" Good Things Festival, there were 2,467 GMV of the apparel, shoes and bags industry breaking through one million brands, 2,625 GMV breaking through one million products, and the peak of new customers in the industry increased by 57% month-on-month.
The reporter found that, from Li Ning, Anta, Xtep and other sports brands ushered in new vitality, to the art and fashion trend brought by Jiannon and Mark Huafei, an era of the light of domestic clothing is coming.
According to the financial reports of related companies, in 2021, the annual revenue of domestic sports apparel brand Li Ning Sports will exceed 20 billion yuan, an increase of 56.1%; Anta Sports’ annual revenue will be nearly 50 billion yuan, an increase of 38.9%; Xtep’s annual revenue will be 10.013 billion yuan, which is also It broke the 10 billion mark for the first time.
As an original Chinese brand, Beijing Jiannon Sports Goods Co., Ltd., founded in 1994, has been rooted in the apparel industry for 28 years.
According to reports, the company has served more than 400,000 government agencies, enterprises, institutions and social groups, participated in the service of major events such as the 2008 Beijing Olympics, and established service centers in more than 300 cities across the country, including Chongqing.
"We always take the promotion of Chinese culture and stick to original design as the foundation, and take China's excellent traditional culture as the guiding culture for enterprises, brands and products." Wang Yuming, founder and chief designer of Jiannon, told reporters a few days ago, "Under the epidemic, Although the company has encountered many difficulties, with this cultural confidence, I believe that the difficulties are temporary." Looking into the future, Jiannon will continue to deepen the field of clothing group buying, and is currently carrying out product innovation, combined with intelligent data management, and integrated into the Internet system We strive to make Chinese culture appear in people's field of vision in a vivid form.
As one of the representative brands of the new national trend clothing, Mark Huafei has been believing in "born for the trend" since its establishment 20 years ago.
According to data from Pinduoduo, among the people who bought Mark Huafei, post-95s accounted for more than 48%, and they were mainly concentrated in first- and second-tier cities.
"Responding to consumer demand with the personalized pursuit of integrated culture, and catching up with the market rhythm with a broad and efficient e-commerce platform, this is the only secret to winning the game." said Chen Yun, general manager of Mark Huafei e-commerce, the company's Shanhaijing myth, Chinese auspicious animal Co-branded clothing with images such as Yang Zun and "Timely Rain" Song Jiang as the main elements have been sought after by young consumers.
"The outlet has been changing, but the market will always lack high-quality suppliers." Zhang Tianxiang, deputy general manager of Sijiqing Network Co., Ltd., said in an interview with reporters that if they focus on the research and development and production of offline products, there will naturally be high-quality online products. Channels and Taobao stores will go to them to place orders, OEM, and get goods.
Featured clothing and apparel may drive industry revival
At present, the overall operation of my country's clothing retail industry is stable and slowing down, and it has entered an important period of accelerated transformation and upgrading of the industrial structure.
Seizing the transformation opportunity of "Internet +" will bring new growth impetus to the industry.
At present, my country's clothing retail industry has a better market development prospects mainly in sportswear, children's clothing market, high-end women's clothing market and elderly clothing market.
Zhang Tianxiang told reporters that the Sijiqing clothing market, where women's clothing occupies more than 90% of the market, has become a rising place for Hangzhou's clothing industry.
Today, under the "transportation" and nurture of Sijiqing, the Hangzhou women's clothing industry has quickly "out of the circle".
Wang Weiwei, managing partner of Huaying Capital, pointed out that there are many opportunities for investment in specific groups and scenarios, such as the modern design of traditional cheongsam, and the recent hot outdoor brands.
According to the "2018-2023 China Apparel Retail Industry Market Prospect and Investment Strategic Planning Analysis Report" by the Prospective Industry Research Institute, with the full opening of the fertility policy, my country's children's clothing market will maintain a rapid growth rate. It is expected that the children's clothing market will grow by 2023. It will reach 282 billion yuan, with a compound annual growth rate of 10%.
In the future, with economic development and the rapid rise of second-, third-, and fourth-tier cities, a broader potential market for high-end women's clothing will be developed, and the high-end women's clothing market has huge potential.
"my country has become the country with the largest number of elderly people in the world. It is expected that by 2023, the number of elderly people will further increase, and the elderly clothing market as a blue ocean needs to be further developed." Chongqing Technology and Business University Chengdu-Chongqing Area Shuangcheng Economic Circle Collaborative Development Center Researcher Mo Yuanming, the founder of Yuanzhiku, said that the "out of the circle" of all kinds of characteristic clothing will promote new scenarios, new trends and new vitality of consumption, and help to form a newer and more trendy urban "fireworks".