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Clothing is a sunrise industry that never ends. However, due to the epidemic situation and other factors, the operating efficiency of enterprises is not optimistic. In the predicament, enterprises seize the opportunity of internet plus’s transformation, and promote the rise of "new national fashion clothing" with flow efficiency. The "going out of the circle" of all kinds of characteristic clothing will promote new scenes, new trends and new vitality of consumption and bring new growth momentum to the industry.
"Food, clothing, housing and transportation", in the shopping list of ordinary people, "clothing" is the first consumption hotspot, and the clothing industry has also become a hot "track" for many cities to compete for layout and pursuit. Recently, Zhiyi Technology, which was established only four years ago, has completed three rounds of financing of nearly 100 million US dollars.
According to the data of Tianyancha, up to now, there are more than 21 million garment enterprises in China, including 5.235 million newly registered enterprises 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 China reached 509.3 billion yuan, down 8.1% year-on-year. In May, the total retail sales of clothing, shoes, hats and textiles in a single month was 95.8 billion yuan, down 16.2% year-on-year.
"Chongqing School" clothing is speeding up the race.
Clothing is a sunrise industry that never ends. However, the garment industry generally faces the dilemma of scattered production bases and weak brand appeal. The completion of China Textile Clothing City in Chongqing, which is positioned as a "global fashion runway and a new city of clothing industry", has made more than 3,000 garment manufacturing enterprises end the long-term days of renting factories to fight guerrillas. Together with Shangmeng Chongqing Fashion Industrial Park, it has formed a textile clothing industrial base with an annual output value of nearly 100 billion yuan in Banan District of Chongqing, becoming 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 textile and garment city, which is only a factory building." Mr. Tong, the well-known chairman of a fur garment in Haining, Zhejiang Province, told reporters on July 3 that compared with the coastal areas, the cost of making garments in Chongqing can be reduced by at least about 10%.
The data shows that there are 169,000 garment enterprises in Chongqing. "Chongqing people are cheerful and inclusive, and it is easier to accept advanced fashion information. Developing the fashion industry has very good software and hardware. " Liang Mingyu, a master of fashion design and a professor of design at the School of Textile and Apparel, Southwest University, said.
According to him, there are 16 colleges and universities in Chongqing that offer fashion design majors, and the ranks of young fashion designers are also growing year by year, but a large part of them have flowed to other places. The next step is to consider how to retain people.
The reporter learned from the Talent Training Center of China Textile Clothing City in Chongqing that in recent years, Chongqing garment enterprises have set aside an annual income of nearly one million yuan to seek talents and attract design and management executives. "With the linkage between enterprises and the government, once the brand highland is formed, talents will flow from coastal areas and other places to Chongqing." 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 Department of Chongqing Economic and Information Committee said that according to the plan of the municipal government, in the future, Chongqing textile clothing will form five major industrial sectors: the main city (Banan), Fuling, the reservoir area, western Chongqing and southeastern Chongqing. Taking the urban fashion clothing industry chain as the leader, each plate has different characteristics, which drives 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 "Top Grade in Korea" has attracted hundreds of Korean fabric enterprises and excellent fashion designer brands to join.
Promoting the Rise of "New National Fashion Clothing" with Flow Efficiency
At present, the "Z generation" represented by the post-90s and post-00s shows a new trend of paying for interest, face value and fashion in clothing consumption.
This year’s "618", online clothing stores once again felt a burst of madness, while some old casual clothes were experiencing the wave of "shrinking" offline.
According to the data report of "2022 Tik Tok 618 Good Things Festival" released by Tik Tok E-commerce, with the help of scene construction and topic marketing, Tik Tok E-commerce clothing industry has expanded marketing channels for merchants through diversified gameplay, achieving a breakthrough in promotion and sales. During the "618" Good Things Festival in Tik Tok, GMV in the clothing, shoes and bags industry broke 2,467 million brand merchants, and GMV broke 2,625 million commodities, and the peak number of new customers in the industry increased by 57% from the previous month.
The reporter found that from Li Ning, Anta, Xtep and other sports brands to the national trend of art and fashion brought by Jiannong and Mark Huafei, an era that belongs to the light of domestic products of clothing is coming.
According to the financial reports of relevant companies, in 2021, the annual revenue of domestic sportswear brand Li Ning Sports exceeded 20 billion yuan, an increase of 56.1%; The annual revenue of Anta Sports is nearly 50 billion yuan, an increase of 38.9%; Xtep’s annual revenue is 10.013 billion yuan, which is also the first time that it has exceeded the 10 billion mark.
As an original brand in China, Beijing Jiannong Sporting Goods Co., Ltd., founded in 1994, has been rooted in the clothing industry for 28 years. According to reports, the company has served more than 400,000 government agencies, enterprises, institutions and social organizations, participated in the service of major events such as the 2008 Beijing Olympic Games, and established service centers in more than 300 cities across the country, including Chongqing.
"We always take promoting China culture and adhering to original design as the foundation, and regard China’s excellent traditional culture as the guiding culture of enterprises, brands and products." Wang Yuming, the founder and chief designer of Jiannong, told reporters a few days ago that "under the epidemic, enterprises have encountered many difficulties, but with this cultural confidence, I believe the difficulties are temporary." With an eye to the future, Jiannong will continue to deepen the field of clothing group buying, and at present, it is carrying out product innovation, combining with intelligent data management and integrating with Internet systematic tools, and striving to make China culture present in people’s field of vision in a vivid form.
As one of the representative brands of new national fashion, Mark Huafei has always believed in "born for the tide" since its establishment 20 years ago. According to the data of Pinduoduo, among the people who buy Mark Huafei, the post-90s generation accounts for more than 48%, mainly in first-and second-tier cities.
"Responding to consumer demand with the personality pursuit of integrated culture and catching up with the market rhythm with a broad and efficient e-commerce platform are the only secrets to win the game." Chen Yun, general manager of Mark Huafei’s e-commerce, said that the company’s co-branded clothing with the images of the myth of mountains and seas, China’s auspicious beast and sheep statue, and "timely rain" Song Jiang as the main elements has been sought after by young consumers.
"The tuyere has been changing, but the market will always lack quality suppliers." Zhang Tianxiang, deputy general manager of Sijiqing Network Company, said in an interview that if you are bent on the R&D and production of offline products, there will naturally be high-quality online channels and Taobao shops who will look for them to place orders, brand and get goods.
Characteristic clothing may promote the revival of the industry.
At present, the overall operation of China’s clothing retail industry is steady and slowing down, and it has entered an important period of accelerating the transformation and upgrading of industrial structure. Grasping the transformation opportunity of "internet plus" will bring new growth impetus to the industry. At present, China’s clothing retail industry market has good prospects mainly in sportswear, children’s wear market, high-end women’s wear market and elderly clothing market.
Zhang Tianxiang told reporters that the Sijiqing clothing market, with women’s wear accounting for more than 90%, has become the rising place of Hangzhou clothing industry. Nowadays, under the "transportation" and gestation of the Four Seasons, the women’s wear industry in Hangzhou is rapidly "out of the circle".
Wang Weiwei, managing partner of Huaying Capital, pointed out that there are no small opportunities for investment in specific groups and scenes, such as the modern design of traditional cheongsam and the recent hot outdoor brands.
Forward-looking Industry Research Institute’s "Analysis Report on Market Prospect and Investment Strategy Planning of China Clothing Retail Industry from 2018 to 2023" shows that with the full opening of the birth policy, China’s children’s wear market will maintain a relatively fast growth rate, and it is estimated that by 2023, the children’s wear market will reach 282 billion yuan, with a compound annual growth rate of 10%. In the future, with the economic development and the rapid rise of second, third and fourth tier cities, a broader potential market for high-end women’s wear will be developed, and the market potential of high-end women’s wear is huge.
"China has become the country with the largest number of elderly people in the world. It is estimated 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. " Mo Yuanming, a researcher at the chongqing technology and business university Chengdu-Chongqing Shuangcheng Economic Circle Collaborative Development Center and the founder of Yuanzhi Smart Library, said that the "going out of the circle" of all kinds of characteristic clothing will promote new consumption scenes, new trends and new vitality, and help to form a newer and more fashionable urban "fireworks atmosphere".
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