China's clothing industry has realized the cliff effect

As the world's largest clothing producer, China’s local apparel industry is facing a huge crisis and it is striking the cliff effect.

Influenced by the global economic integration, trade exchanges between various countries “caught the whole body”. China is a world-famous "manufacturing factory" and "Made in China" is spread all over the world. In the first half of 2012, the total inventory of 42 domestic listed apparel companies reached 43.8 billion yuan, and accumulated inventory can be sold for 3 years.

After experiencing the peak period of the 1990s, China's clothing industry (7.22, 0.00, 0.00%) is no longer in the industry. The global consumption was weak and exports were blocked; in China's domestic market, young consumers became the dominant force, and the attractiveness of local brands continued to decrease.

Virtual foreign brand goes to the edge of the cliff

In the initial period of reform and opening up, the Chinese apparel market was in short supply. Many local apparel companies have taken the virtual foreign brand line and have mostly earned a lot of money. After more than 30 years of development, the garment factory of that year has become a listed company with tens of thousands of employees. The virtual foreign brand route is a good medicine in the era of information obstruction.

However, the Chinese brand under the banner of the name of the world is known today. Gradually become the main social consumer groups after the 80, 90 for the application of the network is very familiar, for the origin and origin of the clothing brand is more like a few Jiazheng, virtual foreign brands make young consumers more and more difficult money.

Moreover, the rapidly growing young consumer groups have become the “spokesmen” and “opinion leaders” of the family. Some of their opinions and aesthetic tastes have also had a certain impact on the elders. In addition, the overall aesthetic trend of society has gradually become more in line with international standards. After 40-60 years of mature consumer groups also want to keep up with the trend of the times and regain their youth.

The virtual foreign brand line of the apparel industry is obviously no longer applicable today as “world affairs are known to the world”. More savvy consumers have trained a pair of eye-catching eyes comparable to Sun Wukong, and local brands wearing “yangpi” will be easily beaten. Return to the original shape.

Old clothing brand fall

In the face of the invasion of foreign clothing brands, the old local brand that once became popular has already fallen. Many old brands rest on their laurels and do not push forward. Previously, these fashionable brands that could not be afforded for a month due to frugality have now sold more than a dozen Chinese cabbage prices.

The rapidly changing social fashion has changed the aesthetic orientation of consumers. Guo Moruo said: Clothing is a symbol of culture, and clothes are the image of ideas. In the early days of the People's Republic of China, people attended major occasions. Men are proud to wear tunics. Even in remote rural areas, it is difficult to see the movements of Chinese tunic suits. Instead, suits and jackets are used to walk around all walks of life.

where is the road?

Poor thinking changes, dilemma is the beginning of hope. People have a way out when they are confident. Chinese clothing brands should regain their confidence and look for new directions.

The famous Japanese casual brand Uniqlo adheres to modernity, simplicity and nature. The concept of “Wild Joy” advocated by the company is more familiar to consumers and has become the leader in the global apparel retail industry. The brand of Miyake highlights Japanese national characteristics and is rooted in the Japanese national concept. Customs and values ​​make it a high-end clothing brand that promotes Japanese national culture and is renowned in the international fashion industry. EXR is a well-known sports brand in Korea. It combines sports and fashion with popular elements. It has an excellent response to the market, and has made great strides in the market. Forced Adi, Nike and other international first-line sports brands. After the waves of the Yangtze River push the waves, the miracle that comes after them is every second.

In the final analysis, the crux of the Chinese clothing brand lies in the promotion of its own cultural practices. Whether it is the top tier in the US, Europe or the United States, or some of the personality style brands of Japan and South Korea, the brand is backed by the internal dynamics of national culture. We may wish to learn the success of these brands and take their essence to their worst. When China is increasingly respected and Chinese people’s values ​​and lifestyles are respected, China’s clothing brands will certainly be able to regenerate.