According to the research institute of vision industry to a survey, the current clothing enterprise especially sportswear enterprise are in more and more outstanding inventory problem, the enterprise including li ning, special steps, such as domestic TeSiBangWei beauty a line sportswear brand, and some of the two, three lines of inventory crisis what brand more.
Prospectie industry research institute think, extensive traditional production pattern of face bad market demand, inventory and capital chain of pressure sharply. How to adjust the operation strategy, the digestion inventory in order to maintain a benign operation, has become the clothing enterprise especially sportswear enterprise having some trouble.
For ten years super 20% high growth
Sportswear refers to people in the leisure case of clothing worn, it contains the public leisure, business leisure and fashion leisure, sports leisure etc category.
Since the 1990 s, along with the development of the domestic economy and the trend of the influence by the world leisure, our leisure clothing market into an unprecedented period of prosperity. Especially since 2000, with increasing the national income, China leisure clothing market size and market capacity expansion. From 2001 to 2011, China's garment industry sales revenue maintained with an average annual growth rate of more than 20% of the compound, far higher than the same period Chinese towns and rural per capita income growth.
2010 sportswear market scale industry reached 632.196 billion yuan, a year-on-year increase of 27.61%, the largest assets reached 403.437 billion yuan, a year-on-year increase of 22.38%; In 2011 (new statistical standards), sportswear market scale industry reached 748.59 billion yuan, accounting for about 60% of total domestic clothing market, the largest assets amounted to 424.906 billion yuan. In recent two years, sportswear industry assets and sales scale keep scale above 20% growth.
According to the national bureau of statistics data shows, at the end of 2011, China's sportswear industry scale above enterprise by 6271, sales income is 748.59 billion yuan RMB, a 27.33% growth year; Realize gross industrial output value 768.761 billion yuan, up by 29.42%; Achieve sales profit of products is 92.271 billion yuan, up by 33.48%; Realize the total profit of 46.157 billion yuan, a year-on-year increase of 32.92%.
According to a China customs data show, in 2011 China's total import and export industry can sportswear for 71.887 billion us dollars, up by 18.90%, with exports to 69.97 billion us dollars, up 18.14%, and realize the trade surplus of 68.054 billion us dollars, up 17.35%.
After years of development, China has formed a complete industry sportswear, link up the industry chain, with mature production technology, complete links and rich production management experience, the pearl river delta, Yangtze river delta and link bohai sea area has already formed the more developed specialized industry cluster, have gathered a lot of suppliers and garment manufacturers textiles face, formed a relatively gathered, complete industry chain system.
In the brand, "with DanNu" and "real wes", "fort lion dragon", "good" takes the lead in enter the mainland market of casual wear, and gradually will their leisure clothes store development to the country, to the 1990 s leisure clothing market leader brand. Since then, with domestic consumer consumption ideas mature and domestic market space continues to expand, "beauty rafa · BangWei" and "sen horse", as a representative of the emerging leisure brand rise in succession, and in a short time PuJian in the whole nation rapidly huge marketing network.
Prospectie industry research institute leisure clothing industry WuChaoYu researchers think that, in the national economy forward steadily, the national income stable a favorable environment, leisure clothing retail market is expected to remain a fast growth, but with the industry to mature, market growth will be more stable. Expected 2012-2015, our country industry growth is expected to remain in the garment around 20%, to 2012, industry market scale will be close to 900 billion yuan, to 2015 over one trillion yuan.
The lack of quality and brand
In January, guangdong province pledges inspect bureau announced the casual wear 10 products such as sampling inspection results, with the leisure clothing sampling percent of pass is only 62.8%, is 10 products of the lowest rate of products, and not qualified products, there are six batches of the leisure clothing produced in dongguan. As the main sportswear domestic production bases, the dongguan's leisure clothing product quality, and to some extent represents the domestic production level- China leisure clothing product quality as the disturbing.
Prospectie industry research institute of statistics, in 2011 China's small and medium-sized enterprises in the industry can amount to 5343 companies, accounting for 85.20% of the total number of enterprise, medium enterprise by 890, accounting for 14.19% of the total number of enterprises, and 38 large-scale enterprise accounted for only 0.61% of the total.
Prospectie industry research institute leisure clothing industry WuChaoYu researchers pointed out that China sportswear industry to small and medium-sized enterprise primarily, this led directly to the disorder of industry competition, a large number of small and medium-sized enterprise technical level is generally low, and the lack of the ability of independent innovation, not to create a strong brand appeal power, the main products with low price and low value-added products, market competition is mainly rely on the price competition, and led directly to the overall competitiveness of the industry of the low.
Remove their own strength limit, foreign brand strong to enter the Chinese market, also to domestic sportswear has brought serious threat enterprise.
As the most potential for growth of one of the clothing market, China has become a famous international dress brand globalization strategy battleground, from a luxury brand to mass brand, international well-known clothing brand subordinate to aggressively market in China, using the brand, capital, technology, information and management advantages, increase the channel developing and product marketing of strength, seizes the market share. In the meantime, under the international financial crisis, international clothing market demand weak, the domestic large amounts of export-oriented garment production enterprise inventory increase, capital chain taut.
Inventory increase, the capital turnover not flexible, it is also leading to a domestic enterprise more not focus on research and development and innovation, form a vicious circle system. And international well-known clothing brand in China sportswear enterprise research and development and the innovation ability has fallen, especially face, accessories, new dress design research and development ability of innovation ability, and the production process development ability and the ability to ascend the brand value.
In the international leisure clothing market, American, Italian, German sportswear market scale before the world three, and Europe and the United States because have market advantages, focused on the many long global brand sportswear, including American Gap, Levi 's, LEE, Denmark, Spain Jack&Jones, Bestseller of Inditex, ZARA, Sweden's H&M, etc.
And in domestic the lack of brand of cognition, or don't pay attention to brand image maintenance, many domestic sportswear brand as a flash in the pan. Investigation shows, Chinese clothing market every year about 2000 more brand to be washed out, on an average day, there are six brand be eliminated and each brand of average life expectancy is only a short four hours. Between 2000 and 2010, the top 500 clothing brand average life expectancy only 1.5 years.
Prospectie industry research institute leisure clothing industry researcher WuChaoYu points out, the outstanding brand to create excess profit of the enterprise is great, but at present domestic processing of the profits of the business is quite low, such as China export processing shirt average a only 30 cents to 40 cents profits. As a result, the Chinese clothing manufacturing industry in gradually expand the scale at the same time, profit margins but wander at a low level.
In 2012, the ministry of industry and information issued the textile industry "1025" development planning "(hereinafter referred to as the" planning "). In the textile brand construction, put forward the planning ", to "1025" at the end, try hard to form 5-10 of international influence brand, 100 domestic market awareness higher well-known brand, 50 home sales income is yuan and the brand enterprise, the brand product export 25% of the total.
Prospectie industry research institute leisure clothing industry WuChaoYu researchers think that, while China's sportswear industry after years of high speed development in yield and number after has made great development, but there are still more apparent quality and brand lack thereof, and in "1025" countries continue to promote the development of textile industry trend under, sportswear industry is still can take this opportunity to structure adjustment and industrial upgrade, strengthen the brand construction, establish and perfect the technology innovation system, improve the market competitiveness of industries in China sportswear.
Source "the Chinese textile nets"
Edit: Emma