Homogeneity Of China'S Garment Industry Needs To Be Pformed

< p > 2012, for China's "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "industry, it can be described as gloomy and gloomy.

Lining, PEAK, Anta and a series of sports and leisure brands, which were once popular for a long time, were deeply trapped in the "closed shop boom". In the A share market, the annual share price fell down by more than 40%, such as "a target=" _blank "href=" //www.sjfzxm.com/ "," dress less than /a "," Huarun Jinhua "," Luo Lai home textiles "," Semir clothing "and so on.

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< p > at the 2013 annual meeting of the Boao forum for Asia, the dilemma of the apparel industry has become the focus of attention of the guests.

As the head of a garment enterprise, Zheng Yaonan, chairman and President of the city beauty, told Xinhua that the threshold of China's clothing industry is not high, the number of entries is large, the phenomenon of homogenization is serious, and the products, stores and even marketing methods are seriously convergent.

This series of problems lead to poor selectivity of consumers, which will inevitably lead to "excess" in the industry.

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< p > the collective sports and leisure clothing brand that has been developing rapidly in the past few years has encountered Waterloo. Zheng Yaonan said that in the face of the rapidly changing market demand, Chinese clothing enterprises did not go to the road of pformation in a timely manner, and failed to seek new changes.

"Sports leisure brand homogenization is serious, product line is too concentrated, the target audience scope is narrow, all focus on young people aged 20 and 30 years old, shop expansion is too fast, dragging the capital chain", Zheng Yaonan said, these three reasons make Chinese sports brand like a trapped animal, deep in mud algae.

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< p > despite the worrying market conditions, Zheng Yaonan has led the urban beauty to expand in the underwear market.

By the end of 2012, the year-end sales of urban beauty had exceeded 4 billion yuan, and had more than 4000 stores in the whole country, becoming one of the largest underwear chain enterprises in China.

"We plan to use five years to expand from 4000 stores to 10000 stores," Zheng Yaonan told reporters.

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< p > in the face of the overall decline of the clothing industry of < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a >, will Zheng Yaonan's "Wan Dian plan" be the moon in the water? In the face of doubt, Zheng Yaonan said that the Chinese clothing market is now at a high growth period, and consumers' demand for underwear, household clothes, bra, thermal clothing, body shaping clothes and even socks is no longer restricted to the old products. Fashion, quality and taste have become the themes.

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< p > of course, external demand does not guarantee that an enterprise has the chance of survival and development.

Zheng Yaonan said that urban beauty will ensure future growth through multiple innovations and hard work.

"R & D innovation, store sales innovation, marketing mode innovation, information innovation and so on, we have been seeking innovation and change", Zheng Yaonan said, "taking information technology as an example, we started building an enterprise information platform four years ago, and is an industry tycoon such as IBM and SPA, pushing product research and development with demand side information.

Through the implementation of store information, urban beauty has achieved automatic replenishment and intelligent scheduling for terminal stores.

It is precisely because of the early layout of information technology to effectively protect the urban beauty store expansion plan.

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< p > with the rapid development of China's underwear market, Vitoria's secrets, Ttiumph and other international giants are also accelerating the penetration of the two or three line market.

In the face of increasingly fierce competition, Zheng Yaonan said that these competitors have obvious advantages, but domestic brands also have their own opportunities. Training basic skills is the foundation for competition.

"As a domestic brand, we have local advantages, industrial chain advantages and price advantages", Zheng Yaonan frankly, as the creator of the "one-stop sales model" of clothing, the city beauty will carry out its own "fast fashion" concept through innovative service experience, innovation product structure, "we will use the high growth of the two or three line city market to support the rapid development of the future of the enterprise."

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