The apparel industry is accelerating towards “high-end, sophisticated”
In the first three quarters, affected by the complex and severe domestic and international situations and multiple unexpected factors, the overall growth rate of production and sales of my country’s clothing industry showed a slowdown trend, and corporate profitability pressure was more prominent. At the recently held 2022 China Garment Forum High-Precision Innovation Summit, Chen Dapeng, Vice President of the ChinaTextile Industry Federation, President of the China Garment Association, and Chairman of the China Garment Forum, said, In the first three quarters, fixed asset investment in my country’s garment industry has achieved rapid and stable growth, indicating that the industry is accelerating technological progress, transformation and upgrading, and optimizing industrial layout by strengthening and replenishing chains. and other methods to promote highquality development in the industry.
Domestic sales are picking up and improving
On November 21, the four-day 2022 Jiangxi Textile and Garment Week came to an end, during which 22 companies signed orders worth 5.125 billion yuan.
Domestic sales are picking up and improving, becoming an important force in the recovery of the clothing industry. Especially since June, governments at all levels have efficiently coordinated epidemic prevention and control and economic and social development, and policies to promote consumption have been effective. Domestic sales of clothing have shown an improvement and recovery trend, and the decline has continued to narrow. Data from the National Bureau of Statistics show that from January to September, the retail sales of clothing products by units above designated size in my country totaled 656.21 billion yuan, a year-on-year decrease of 5.0%, and the decline was 3.0 percentage points narrower than the first half of the year.
Online clothing retail sales in the domestic market have maintained steady growth. From January to September, online retail sales of clothing products increased by 4.7% year-on-year, and the growth rate was 2.3 percentage points faster than the first half of the year. Gao Shuli, chairman of Gaotian Fashion Group, said that the company rode on the national trend, identified gaps in the market, locked in the high-end business women’s wear track, and ushered in rapid growth.
Offline clothing operations continue to improve. As consumption scenarios continue to expand and consumer demand increases, physical stores begin to pick up. According to statistics from the China National Commercial Information Center, from January to September, the retail sales of clothing products by key large-scale retail enterprises in the country fell by 9.5% year-on-year, a decline that was 3.1 percentage points narrower than that in the first half of the year. Judging from the financial report information for the third quarter of 2022 released by major clothing brands, offline consumption recovered briefly in July and August, and some offline stores were restricted in operations due to the epidemic in September.
From the perspective of clothing categories, sports and outdoor clothing maintain high prosperity, while mid-to-high-end and mass casual clothing remain stable. “There are obvious signs of recovery in women’s clothing.” Yuan Qiong, vice president of Winner Fashion Group, said that the recovery of the global women’s clothing consumer market has accelerated significantly, leading the global clothing market. Affected by the power of “her” and new trends, new concepts, and new technologies, women’s clothing consumption presents diversified styles.
At the same time, the downward pressure on exports has intensified, and the entire industry has been affected. In the first three quarters, affected by factors such as the recovery of international market demand and rising costs pushing up export prices, my country’s clothing exports continued to maintain good growth on the basis of a high base in 2021, and the export value hit a record high. However, in August, the growth rate of clothing exports slowed down significantly, and in September, clothing exports turned to negative growth.
Create a brand matrix
At the brand’s 20th anniversary press conference held recently, Heilan House officially released the brand’s new value concept – “Create vital clothing to serve everyone’s brilliance.” Zhou Lichen, chairman of Heilan Group, said that currently, people’s pursuit of clothing has evolved from seeking public value in the past to satisfying personalized self-expression. In order to achieve brand innovation, Heilan House will carry out zero-generation interaction with consumers, firmly focus on the “multi-brand, multi-category, collectivization” strategy, deepen digitalization and intelligentization font>Supply chain system to establish long-term and close connections with consumers.
Working together from multiple dimensions such as brand, product, experience, and communication, Heilan House is preparing for a new round of breakthroughs. The brand upgrade of Heilan House is an epitome of the upward trend of my country’s clothing brands. How to take the road of branding, establish brand image, enhance brand value, etc. have become the topics that clothing companies are most concerned about.
It has become a consensus in the industry that brand power can bring new growth. Sun Pan, CEO of designer brand MASHAMA, said that the company has been polishing its products from the beginning of design, striving to present differentiation and satisfy everyone’s pursuit of a better life.
The brand matrix needs to be built in all aspects. Chen Xianshu, production director of Anzheng Fashion Group Co., Ltd., believes that consumers’ lifestyles and consumption attributes are changing, and it is necessary to expand new categories on the basis of main brands and seek new growth points. Yao Feng, general manager of the Sanluo brand of Jiangsu HuajiaSilk Co., Ltd., believes that the millennial generation, their parents, and the silver-haired generation are all representatives of diverse needs, and brands should not Blindly follow market demand and find suitable consumer groups.
At the previously held 2022 China Apparel Forum, Sun Ruizhe, Chairman of the International Textile Manufacturers Federation and Chairman of the China Textile Industry Federation, gave an in-depth explanation of the brand connotation: “The essence of consumption upgrading is the pursuit of high-quality life, modern The evolution of civilization is bringing about profound changes in lifestyles, cultural forms, aesthetic abilities and other dimensions. It is hoped that clothing companies can face risks and challenges.� Sharpen your courage, move forward with determination in the flying clouds, sharpen your brand every stitch, and create miracles with a righteous mind and virtue. ”
Promote quality and efficiency improvement
At present, more than 6,000 international brands have come to China, and in the next 3 to 5 years, no less than 2,000 high-end niche customized brands, designer brands, and luxury brands will pass through E-commerceplatform enters China. The number of domestic apparel companies has grown rapidly in the past 10 years. Tianyancha data shows that there are more than 22.585 million clothing-related companies in my country. Among them, there will be more than 5 million newly registered companies in 2021.
The rapid expansion of the supply side has further intensified competition in my country’s clothing market. However, my country’s clothing industry is also ushering in a new round of industrial transformation and consumption upgrading. A recent report released by McKinsey & Company shows that China’s significant growth in per capita GDP has propelled China to become the country with the largest consumer market for footwear and apparel. Research shows that China’s footwear and apparel consumer market will reach US$427 billion in 2021.
The party’s report proposed that we must adhere to the theme of promoting high-quality development and organically combine the implementation of the strategy of expanding domestic demand with deepening supply-side structural reforms. This provides guidelines for the garment industry to consolidate its leading position in advantageous industries and deeply integrate into the new dual-cycle development pattern.
“‘Fashion’s new journey, moving towards high-end and sophisticated’ is the next development direction of the clothing industry.” Chen Dapeng said. What is “high-end, sophisticated” in the apparel industry? “High” represents the company’s R&D intensity, “fine” refers to original innovation with independent intellectual property rights, and “top” refers to the international technological frontier that can lead the industry’s development direction.
More and more apparel companies are relying on innovation to improve quality and efficiency and achieve growth against the trend. Dai Jianguo, Assistant to the Executive President and Director of Digital Operations of Bosideng International Holdings Co., Ltd., said that the company prioritizes the construction of a garmentintelligent manufacturing industrial Internet platform, and the current level of factory automation has increased to 32 %, and the accuracy of warehousing and palletizing of intelligent equipment and intelligent robots is as high as 99.9%. Pei Yuxiong, general manager of the Maoren Group Brand Center, said that the company’s sales data growth relies on measures such as integrating high-quality supply chains across the industry and strongly controlling product quality.
“In the new development period of the apparel industry, we must aim to become a fashion power and climb to the highest peak of the world’s fashion industry. Enterprises must be specialized, sophisticated, unique and innovative to build a world-class enterprise.” Chen Dapeng said that the industry It is necessary to build the internal capabilities and external strength to achieve “high precision”, truly internalize “technology, fashion, and green” into corporate operations and management, and deeply root lean management, collaborative innovation, and craftsmanship into corporate development concepts. .
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