The Methodology Of Garment Industry Development: The Four Powerful Power Rule

This year is the five opening year of "twelve". It is also China.

Domestic demand

The outline of "12th Five-Year" clearly stated that the most important expression of China's pformation of development direction is to expand domestic demand. "12th Five-Year" highlighted the contribution rate of household consumption to the national economy, thus improving the consumption system, improving the consumption environment and protecting the rights and interests of consumers.

This is not only the need of China's development, but also the need of industrial pformation.

Domestic demand will be the first driving force for the sustained and rapid development of China's garment industry in the next five years and ten years.

There are four main contents of domestic demand, which are directly related to the development strategy of enterprises.

First, domestic clothing demand continues to grow significantly.

In the ten years from 2001 to 2010, the average annual growth rate of clothing was 14.64%, which increased by 10.66% over the period GDP.

In 80s, the growth rate of clothing was 5.95%, far below the growth rate of GDP9.31%. In 90s, the average annual growth of clothing was 6.43%, still below the growth rate of GDP10.27%.

After entering the new century, clothing consumption accounts for a continuous increase in the proportion of consumption expenditure, while the clothing price index and consumption index are opposite. From 2001 to 2010, the consumption index is 2.14% per year, the average annual clothing consumption has dropped by 1%. Many brands have been rising faster, but the level of mass consumption has not increased significantly.

Urbanization accelerates clothing consumption.

The per capita expenditure of urban residents is 4.28 times that of the rural areas, and urbanization is one percentage point increase, while clothing consumption expenditure has increased by 1.3 percentage points.

According to the Statistics Bureau's follow-up survey in 2009, nearly 230 million farmers in cities accounted for 27% of the urban population.

Second, the growth rate of industrial consumption exceeds the growth rate of clothing consumption.

Industrial industry in 2000

Third, domestic demand is the expansion of urbanization, and we need to vigorously develop labor-intensive industries to meet the needs of expanding employment.

SMEs encounter difficulties, which will affect employment, because SMEs are the main areas of employment.

In 2009, when we were striving for the industry policy, it was also mainly due to employment.

Employment is the most important measure for China to change the way of economic development and narrow the gap in the next ten years, and it is also the biggest pressure of the government.

In 2010, the total population of China was 1 billion 340 million, the city grew by 210 million, the rural area decreased by more than 100 million, and if the next ten years increased by ten percentage points, the urban population would increase by 170 million, and the rural population would be reduced by 110 million.

These pferred labor must be digested by industry.

Industrialization has expanded urbanization and expanded employment.

From January to August this year, the garment industry completed fixed assets investment (more than 5 million) 136 billion 330 million yuan, an increase of 42.1% over the same period last year.

In all industries, more than 40% of the growth rate is electrical appliances, machinery, equipment manufacturing, communications and electronics, and clothing accounts for fourth.

Seventy or eighty of the textile industry is migrant workers, not only in terms of wages, but also in skills.

In the past, primary school students and junior high school students accounted for a large proportion. Now it is mainly junior high school students and senior high school students, and many college graduates come to be the first tier technical backbone of enterprises. This shows that the creativity of China's garment industry has been greatly improved.

Fourth, domestic demand requires gradually narrowing the gap between urban and rural areas and promoting the adjustment of the industrial structure of the textile industry.

When China formulated the textile industry policy and the agricultural cotton policy, it considered textile feed back.

At present, some of the labor intensive products are moving around China, not only because of the increase of Chinese workers' wages, but also a reason for the declining competitiveness of cotton goods.

The import of international cotton in the surrounding countries is zero tariff, while China's imported cotton is faced with a tax from 1% to 40%.

From January to July this year, domestic cotton prices were 27% higher than that of the world.

But foreign trade exports continued to maintain a 25% growth, which means that our industrial value continues to improve.

During the "fifteen" period, the export of China's textile industry increased 1.2 times, the number increased by 87.5%, and the value increased by 12.5%.

During the "11th Five-Year" period, the export of textile industry increased by 80%, and the increase in quantity only accounted for 44%, while the value growth reached 55%.

From January to August this year, the volume of China's textile exports increased by 8.75%, the value increased by 35.48%, the average price increased by 24.58%, the contribution rate of quantity growth was 24.66%, and the contribution rate of value growth was as high as 75.34%.

Similarly, from January to August, the number of Chinese clothing exports increased by 1.8%, the value increased by 25.29%, the number was decreasing and the value was rising.

Among them, the export volume of cotton garments decreased by 3.67%, the amount increased by 19.61%, and the average single piece price increased by 24%.

The number of cotton shuttles dropped by 9.07% and the price increased by 23.41%.

The number of cotton knitted garments decreased by 1.68%, the price increased by 27.2%, and the amount increased by 25.39%.

Therefore, in the new era, the textile industry is facing the needs of clothing consumption, urbanization and eliminating the differences between urban and rural areas, all of which call for quickening the upgrading of the textile industry.

In the Midwest industrial pfer now under way, we reconstruct the industrial chain across the province according to the smile curve theory. The eastern region focuses on developing innovation, R & D, brand planning and market development, while the west develops more processing links.

Of course, domestic demand is not what consumers need, what we do, and just produce according to market demand will lead to homogenization.

Our potential to tap domestic demand is to meet the new expectations of people of all nationalities for a better life. This expectation is brand demand.

What do consumers expect? Of course, they are looking forward to new products, new enjoyment and new aesthetic experience.

Therefore, we have to adapt to the current dominant demand, what we want to do in the market, what we should do, develop the potential demand, and learn to predict and analyze.

Consumers can not draw the hearts of the prince charming, we need to innovate demand.

Therefore, we must adapt to demand and stimulate demand.

Production creates demand, and consumption creates production.

Production is the starting point, consumption is the end point, but consumption will also turn into the starting point of production.

How can clothing enterprises create consumption? First, predict the final market; two, intervene in the upstream.

At present, many fabric enterprises do not regard clothing as their ultimate focus, and clothing enterprises are also lack of in-depth study of fabrics.

The promotion of domestic hemp spinning is very slow, because the garment enterprises are too sensitive to hemp and the promotion of hemp spinning is not appropriate.

Many foreign brands come to China to purchase fabrics for home textile products. Chinese manufacturers do not understand this. In fact, international brands are creating fashions and leading fashions.

On the contrary, many of China's clothing brand linen fabrics are imported.

This is a question that we need to think deeply about.

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Open

The sustainable development of China's textile industry has four driving forces, the first is domestic demand, the second is the integration of globalization, third is the deepening of reform, and the fourth is the new technological revolution.

The second driving force is opening up to meet the needs of industrial upgrading in the new era. We must continue to deepen opening up and strengthen international cooperation. We need to develop multinational enterprises in China and create world famous brands.

In the new era, we need to integrate into globalization to enhance our competitiveness and improve the quality of China's industry.

Now the hardware is developing rapidly, many enterprises have the most advanced equipment in the world, but advanced equipment can not produce products with brand value.

We should change the way of operation of our enterprises with an open attitude and learn to allocate resources internationally, including technology, intelligence, design, marketing, customer relationship handling, etc.

We should learn and introduce resources to allocate resources, and we must go out and allocate resources.

At present, there are many multinational enterprises in China, and JEANSWEST is a multinational enterprise. The famous Swiss is also trying it out. Now clothing companies are already taking the lead in the world.

Bosideng brand stores in the UK are required to adapt to the international market and to implement international cooperation.

We think it is time to cultivate Chinese multinational enterprises.

reform

The third motive force is deepening reform.

When it comes to deepening reform, it does not mean that only state-owned enterprises can reform.

Nowadays, the family businesses of China's clothing industry take up a large proportion. The reform task of family businesses is very urgent. Many famous foreign enterprises have experienced two world wars and two financial crises, and the vitality is still strong. This is an important aspect that we need to study carefully.

We have organized an international exchange in Shanghai. We have invited Germany, Hongkong and domestic enterprises to exchange experiences on how the family businesses will continue to develop.

Reform is a theme of the times. Our association must create conditions, open up ideas and explore ways of reform together.

New technological revolution

The fourth driving force is the new technological revolution.

We must seize the opportunity to improve the technological driving force of China's garment industry.

Technology is the cornerstone of industrial development, from fiber to equipment, sewing, cutting, including marketing technology, marketing network, technology is the most basic link.

From the perspective of the whole industry, technology is the first focus of the "12th Five-Year" and the strategy of textile power. There are four key points in the outline of our great power. The first is technological power, the second is brand power, third is sustainable development power, and fourth is talent power.

We believe that fiber materials have made great breakthroughs, and new spinning, weaving, printing and dyeing have also been greatly improved. In order to further popularize information technology, textile machinery, including clothing machinery, should be developed towards intelligence, modularization, digitalization and serialization, so as to meet the needs of product diversification and differentiation.

Brand origin

To become a strong garment country, we need not only to meet the needs of the domestic market, but also to meet the needs of the international market.

In fact, the Chinese market has been internationalized.

Consumers agree with foreign brands, the shopping malls bring them in and make a lot of concessions. This is not normal, but more importantly, we should find our own weaknesses. The main problem is to solve them from internal causes.

In the new era, we have to deal with the downturn of world market demand, RMB appreciation, labor cost increase, resource shortage and environmental constraints. We should also respond to the rise of protectionism in international trade, which requires us to walk out of the fashion power.

The outline of the 12th Five-Year plan calls for first to meet the new expectations of people of all nationalities for a better life, that is, domestic demand; and second, to adapt to the new orientation of international demand, which is international pressure.

In this spirit, we put forward the outline of the four major textile powers and build a modern garment industry system.

A powerful nation in science and technology has just talked about the strong foundation of talents. The key to sustainable development lies in printing and dyeing. Brand is the most important part of China's garment industry.

In the new era, how can the brand development adapt to the new requirements and how can the brand contribution rate be reflected?

There are four main aspects of brand value, first of all, the quality value of brand.

The quality has a veto power, the lean meat has denied the meat brand, and the melamine has rejected the brand name of dairy products. So is the Chinese clothing brand very peaceful? Not necessarily.

Recently, we met with the challenge of Greenpeace, saying that our enterprises used the auxiliaries banned by European countries, but the standards used by YOUNGOR were also advanced than those of the European Union.

But this reminds us that whether you use other enterprises dyestuffs and whether the source water you use is safe. This is something we need to seriously consider.

Quality is the life power of clothing power. We must attach great importance to it.

Quality is not the quality of integrated products, but the quality is also constantly improving, and can not be stopped at a level.

Quality is linked to innovation. The so-called grade is measured by quality.

The value of innovation is the key to our lack.

Technological innovation is easier, and cultural innovation and cultural creativity are the hardest part.

At present, we have improved the technology of tailoring fabrics, modernized the tailored clothes, and equipped with scanning instruments, but the brand cultural value is not high.

Cultural value exceeds physical value, which is the real value of the brand.

Due to the improvement of technology level, the value of unit products is getting lower and lower, and the value of cultural value is higher and higher.

Culture has the characteristics of the times, nationality and regionally, so the innovation of modern culture is the most important change, from closed to open.

In the process of building a strong garment country, China should adapt itself to global technological progress and open and innovate in a diversified cultural structure. We should focus on technology stock and pay attention to knowledge flow, because innovation resources are not entirely within the enterprise, but between enterprises, this is the change brought by information technology.

Now, innovation should be cooperative, United, win win, and not backward.

The value of rapid response is the value of time.

Shorten the process and shorten the time, so as to reduce inventory and reduce costs. At the same time, we can catch the latest demand and create inspiration.

Rapid response is the great pformation of mechanism, layout and structure promoted by informatization.

As regards the value of social responsibility, it has become a household word, implementing social responsibilities and implementing labor laws. JEANSWEST's practice has great influence.

They can do 48 hours without overtime work, but the output per unit time increases, the wages of workers increase, and the profits of enterprises increase. This is the win-win we seek.

Social responsibility includes internal responsibilities and external responsibilities, responsibilities to the state and responsibilities to society. Besides, garment enterprises should also support upstream, develop technology and open up new fields.

Several of them here are members of the Bureau of "textile light" foundation. For example, JEANSWEST donated four million, Bosideng, red bean and other enterprises donated three million, and China clothing association and China Textile Association Information Center and other units also contributed two million.

In addition to rewarding related projects this year, the foundation also conducts basic benefit research. Technology is not in the front, and the goal of a powerful country can not be achieved.

These four aspects are the characteristics of brand origin. As for channels and advertisements, they are skills.

We believe that these four original characteristics should become the consensus of the industry, so as to create an ecological circle that the middle and lower reaches of enterprises are aware of, and combine industry building with patriotism, national spirit and the spirit of reform and innovation.