"DNA" Variation In Clothing Market

Recently, China's apparel industry has been looking for fashion brands and innovative patterns of clothing channels.

Take the "brand road", "endorsement" and "advertising" seem to be the "killer tools" for building clothing brands. Let's take the "road of channel". Who can win the "hypermarket" of China's clothing wholesale market? The reality of China's clothing industry tells us: "more than sixty thousand garment enterprises, more than two thousand garment markets and one trillion clothing wholesale trade" are doomed.

According to the investigation and analysis of the official website of www.f4h.cn, nearly two thousand years of nearly five garment markets in China have accounted for 70% of the total volume of the garment market, accounting for 85% of the total area of the garment market.

Besides the influence of urbanization and real estate, the potential and charm of the clothing market, the value and group chains of the clothing market become the main factors of the rapid expansion and spread of the clothing market.

Although we see some new garment market vacancy rate is very high, investment is very difficult, some new clothing market practice is still "old bottle new wine", the mode still stays in the "sales real estate, sublet booth, agent commodity" traditional wholesale market mode.

But the author believes that these problems are only "growing pains and bottlenecks in development".

The so-called "do not know the true colors of Mount Lu, only in the mountains", if the Chinese clothing market can integrate "wholesale, retail, theme, network" in the format, and integrate "manufacturing, logistics, creativity, headquarters" in function.

China's clothing market industry is likely to jump out of the vicious circle of relying solely on "GPS" and "wholesale".

Wholesale guide for clothing market --GPS

It should be noted that the growth process of Chinese clothing is essentially different from the development history of Western clothing.

In contrast, China's clothing industry is in accordance with the "wholesale business", "industrial cluster, producer market, distributor market, agent dealer" wholesale Road, its basic feature is "self production and self marketing" - what to produce, what to sell, where to produce and where to sell.

Let's call this model "GPS".

That is to say, GPS-- fixed point, orientation, order and deposit are carried out around the "enterprise, industrial cluster, producer market, distributing market and agent dealer" and the radiation is launched.

Encountered multiple

The "matching" of the wholesale system is a clothing sales system dominated by production enterprises. Therefore, whether they are ordering, exhibition or exposition, they are mostly led by enterprises, acting as means and taking goods as their purpose.

Under such circumstances, in addition to a few brands such as YOUNGOR, seven wolves, Bosideng and other large garment enterprises can build up brands, the majority of small and medium-sized garment enterprises and agent dealers can only enter a relatively mixed, low-end professional market platform and channel, with "inventory" as their last "bottom line".

Facts have proved that clothing brand is not only related to garment enterprises, but also closely related to the image of a country and the quality of the overall garment industry.

The clothing brand of France and Italy is the integration of the overall quality and the independent brand. It is hard to imagine that if the Chinese clothing is over 95%, it will belong to the low end. Where can the 5% go to the top end? That's why the Chinese clothing is difficult to produce the international first-line brand.

It can be seen that improving and upgrading the brand and quality of garment market is not only the work of the clothing market itself, but also the national strategic needs of China's garment industry.

At the same time, the wholesale system of the clothing market has begun to become confusing. For example, the traditional Humen women's clothing market -- Fu Min clothing city, but around the "rich people" brand, there have been "rich people's clothing city, rich people's clothing business center, rich people's name Shopping City, rich people's clothing and twin city, Fumin International Trade City", five sons d'enke, I'm afraid, "GPS" also began to fail, the dazzling emerging clothing market has already let wholesale "can not find its own accurate stage."

Clothing market purchasing treasure --DNA

The core of upgrading and improving the brand and quality of garment market is to subvert the terminal and channel mode of traditional clothing market.

If we regard the clothing market as a platform, in the past, more clothing companies will take advantage of the "wholesale" clothing of the clothing market, and in the future, clothing purchasers will "buy" clothing through the clothing market channel.

The "DNA" of clothing procurement is a procurement chain for buyers to "match, match, configure and distribute". It is a procurement system that focuses on "space buyers", "brand, Internet search, chain and matching". It considers the "face" and "body" of the market, so it is difficult to be restricted by business circles and competition.

For example, the world trade mall in Shanghai is in a separate and relatively closed area of non business circles, just because of their unique "DNA" system, has become the best place to attract buyers and buyers at home and abroad.

In Shanghai World Trade mall, not only can we purchase the required garments, but more importantly, we can start with the "DNA" of looking for clothes, find the information and services of clothing purchase, make purchasing become happy and creative, simple and romantic.

The "matching" of purchasing system, from "wholesale driving" to "purchasing driven", is more about how to use the "buyer system" to promote the integration and matching between buyers and wholesalers.

Around "DNA" purchase chain: let the terminal be in touch, let the channel be colorful.

For example, the Shanghai international fashion and fashion exhibition will gather many innovative, creative and market potential brand businesses and agents, franchisees and shopping malls and other professional buyers. The organizers will actively open up trade channels for both sides, and build a personalized, stylish and internationalized green and harmonious fashion sourcing platform.

The era of "I exhibition, you see" is coming to an end. UNIQLO's flagship store mode, ZARA's "fast fashion" mode, Mebon's "double brand" mode, and VAI's "interactive network" mode are exactly the portrayal of "procurement" to promote "terminal" and "terminal" to drive "manufacturing"; and the "wholesale," and wholesale "small batch, zero batches and bulk lots" produced by the "wholesale sale" trend and the electronic commerce wholesale are also giving birth to the "Yintai department store developing e-business -- Yintai Hui", "Guangzhou Meijia International Garment City Innovation fifth generation market - entity + shop", "China Textile Center expand the field of originality, the designer's home" and so on.

Perhaps these models now seem to be just concepts. Perhaps these formats are still just embryonic form, but who can deny that these models will not be the Alibaba of the year.

We are in a new era of change in the clothing market.

From "wholesale" to "procurement" is a "pformation" process from "production" to "market"; from "GPS" to "DNA" is a "turn around" goal from "orientation" to "customization".

The "distinctive" of the clothing market lies in exploring the different genetic makeup of the clothing market in many garment markets. The "stand out" of the clothing brand lies in cultivating the chromosome of the clothing brand growth in the cluster clothing brand.

The mutation process of a garment market will surely find a new "blue ocean" for the revitalization of China's garment industry.