Analysis Of The Present Situation And Future Development Of Chinese Jeans Industry



As a popular fashion, cowboy clothing has a relatively large age span. From toddlers to old men, they are consumers of jeans.

Cowboy clothing is a global garment spanning race, age, sex, region and culture.

The appearance of cowboy clothing appears to be accidental.

More than 100 years ago, during the great western development of the United States, lumbermen, cowboys and miners needed a firm pair of trousers to adapt to the heavy work. Therefore, a thick canvas made of low waist, buttocks and straight pants came into being and was constantly improved in practical use. The trousers and jeans were developed from single pants, and the categories of jeans were becoming more and more abundant.

With the stereotype of the product, denim fabric denim Denim has been gradually fixed.

Tannin cloth is a thick yarn dyed twill. The warp is dark in color, usually indigo blue, and the weft yarn is light in color, usually light gray or white.

Denim is mainly cotton and also has many kinds of raw materials.

Wool, silk and linen blended with natural fibers, and also blended with chemical fibers.

From an international perspective, cowboys

Brands can be divided into three major schools: the United States, Europe and Japan.

First camp: the origin of cowboy cowboy culture in the United States

In 1853, Levi Strauss founded Levi Strauss & Co., which produces canvas overalls. In 1873, he and another partner Jacob Davis registered patents on the buttons they used to produce button jeans, indicating the birth of the first pair of jeans.

The United States is the origin of cowboy clothing, but also has some top brands. Besides Wrangler, Levi's, Lee, these three brands, there are GUESS, CK Jeans, True Religion and so on.

In recent years, due to cost reasons, several big cowboy brands began to pfer manufacturers to overseas. Taking Levi's as an example, Levi's can be divided into red label, white label, orange mark and silver label according to the product line. Among them, the price of red label and silver standard is higher, generally in the United States.

Second camps: European cowboy -- the interpreter of cowboy fashion.

The European continent has two major fashion gathering places in Milan and Paris. On this continent, Europeans reinterpret the cowboy style and label the cowboy "fashion".

European denim brands include Diesel, Dsquared2, G-STAR, Replay, Nudie Jeans, Miss sixty, D&G and so on.

And many luxury brands such as Versace, Armani, Dolce &Gabbana, Dior also pay more and more attention to different levels of consumer groups brought by jeans.

Third camps: Japanese Cowboy - quality excellence, "cattle raising" essential

Japanese products have always been known for their preciseness and fineness. Cowboy clothing is no exception.

The Japanese Cowboy brand is mostly based on the three largest Cowboy brand Levi's, Lee and Wrangler in the United States.

The Japanese cowboy is famous for its heavy Denim. After a long period of wear, jeans will show different decolorizing effects according to the different lifestyles of the wearing people. This is also the reason why many "cowboys" like Japanese cowboys.

Japanese denim clothing brands include: Evisu, Edwin, Warehouse, Sugar Cane, Denime, Samurai, StudioD 'artisan, Full Count, etc.

At present, China's domestic cowboy market is still dominated by international brands. Second tier brands include some domestic brands as well as domestic and international extended brands, and finally the three line brand.

First tier brands. International brands firmly occupy major shopping malls and commercial areas in large and medium-sized cities. They are cultural occupying equal emphasis on product development and design, brand culture and terminal image, and focus on cultivating customer loyalty of high consumption class.

These jeans brands have gained a high international brand position in the world and occupy the absolute mainstream high-end. They mainly use brand culture to carry out marketing, and their market development is mainly based on self operation, chain and agency.

Second tier brands and domestic and international brand extensions. Professional jeans manufacturers in China have entered the market with their own advantages through years of efforts. They have begun to build their own brands and have certain industry advantages. However, there are also problems of brand influence and lack of appeal. Among them, the representative brands include Jason Wood, Zeng Zhi, Lan Yan, Wei Peng and fifth street.

The international and domestic extended brands are the jeans products branched from the famous brands of the industry, such as Jack Jones, and Metersbonwe, Semir, YISHION and so on. Almost all the name leisure brands have cowboy products.

Their advantage is that the product can be quickly spread to the terminal through the channel advantage, and the disadvantage is the contradiction between cowboy products and their own brand culture.

Compared with the first-line brand, the second line brand price is relatively low, has a certain image basis in the market, and has its own resource advantages in technology and development.

Three line brands. These brands are mainly wholesale agents in the market, and their target markets are low-end retail markets such as individual shops, store stores, and garment retail markets. These brands are basically in imitation stage, with low profits and large sales of single products, and the main competitive advantage is price.

Data show that 90% of consumers worldwide have at least one pair of jeans.

According to the Research Report on the prospects and investment opportunities of the Chinese cowboy garment market released by the China Industrial and Commercial Research Institute, the growth rate of China's overall denim garment retail market is stable. In 2016, the per capita consumption of Chinese cowboy garments was about 8% of that of American jeans garments.

In China, the mass market occupies the highest proportion in the overall denim garment retail market, reaching 133 billion 300 million US dollars in 2016, accounting for 49.1% of the retail value of China's denim garment retail market.

According to data from the China Industrial and Commercial Research Institute, the Chinese cowboy garment retail market will reach 293 billion 900 million yuan in 2018, benefiting from the steady growth of China's economy.

The survey shows that although the output of denim and jeans produced in China ranks first in the world, consumers in China do not have the largest number of jeans per capita, but only 4 people per capita (7 per capita in the world).

Chinese consumers have 2 pairs of jeans, shirts, jackets and skirts per capita, which are flat or slightly higher than the world average.

Compared with synthetic fabrics, 64% of consumers are willing to spend more money on clothing made of natural fiber fabrics.

In all product categories, compared with 100% polyester, cotton / chemical fiber mixture, wool, nylon and other fabrics, Chinese consumers prefer 100% pure cotton products.

According to the Ministry of industry of China clothing association, the output of cowboy clothing was increased by 5% in 2011-2017 years. In 2017, the output of denim clothing in China was 620 million, of which 370 million were Xintang, accounting for 60% of the total output in the country. In 2017, the total export volume of cowboy clothing was about 280 million, with an export volume of about 1 billion 600 million US dollars.

At present, the production base of jeans in China is mainly in Guangdong Province, including Zengcheng New Tang Town, Shunde Jun'an Town, Zhongshan Dayong town and other industrial clusters.

Another part of the cowboy processing base is located in Zhejiang, Shandong, Jiangsu and other places.

Xintang Town, Zengcheng, Guangzhou. The production scale of Guangzhou Zengcheng Xintang cowboy base is more than 80% of the total cowboy production in the world, accounting for 60% of the world's total production. It has formed a one-stop production system for spinning, dyeing, weaving, finishing, printing, clothing and other industrial resources. It has more than 3000 denim clothing and related supporting production enterprises, more than 1000 registered denim clothing brands and 10 000 employees, reaching about 2000000 industrial output and an annual production volume of over 200 million denim garments. The output and export volume of denim clothing occupies the first place in the country.

Junan Town, Shunde District, Foshan. In recent years, the garment enterprises dominated by cowboy manufacturing in Junan Town have increased at a geometric rate, forming a complete industrial chain and a mature production, supply and marketing system.

At present, there are nearly 1000 textile, garment manufacturing and supporting processing enterprises in Junan Town, accounting for 2/3 of the total number of industrial enterprises in the whole town. The annual output value of jeans is nearly 3 billion yuan, and the export rate of products is over 80%, with annual sales of about 1 billion yuan.

It has a complete industrial chain than a few other professional denim towns. The mature production, supply and marketing system has accumulated a lot of experience in the production of 20 years, and in design, the design ability of the safety management is in keeping with the international synchronization.

Dayong Town, Zhongshan city. Dalong town has developed a complete production system for spinning, dyeing, weaving, finishing, computer embroidery, printing, clothing and sales, with 22 thousand textile and garment equipment, 90 million DENIM DENIM and 75 million denim garments each year.

There are a large number of garment enterprises that are in line with the concept of management, excellent technology, good quality and good image. By introducing the first-class talent mechanism and market mechanism at home and abroad, as well as production equipment, the influence of jeans in dafong jeans has been continuously improved and marketing channels have been widened.

Textile and garment industry is the pillar industry of Dalong economy. Its output value accounts for 60%, and the prominent feature is jeans clothing.

There are 700 kinds of enterprises in the town, of which more than 300 are related enterprises that produce jeans.

The issue of corporate social responsibility is urgent. In May 2016, an article from the media, "every single pair of jeans you wear is destroying our future" has had a great impact on industry and consumers.

Objectively speaking, the data cited in this paper are somewhat one-sided and obsolete, but we must face up to the urgent problems brought by this incident to China's garment industry, especially the Chinese jeans industry.

Regarding this, Sun Ruizhe, President of the China Federation of textile industry and President of the China clothing association, said: "although the article itself has many impersonal descriptions, we must face up to the urgent problems brought by this incident to the industry: how to deal with the relationship with the environment and consumers, how to effectively reduce the impact on environmental safety and human health, and how to deal with the new challenges facing the ecological environment at present."

Sun Ruizhe said he hoped that "we should look at the development of the industry in good faith, and that industrial development needs positive energy. With the perspective of many years, there is a gap between the industry and the industry."

The lack of corporate culture and the lack of clear brand positioning are the reasons for the short time, the rapid development of our cowboy industry and the imposition of some traditional ideas. In the process of creating corporate culture, enterprises often adopt grafting and blindly importing methods to quickly acquire corporate culture and hinder the development of enterprises.

Independent development and design needs to be improved. There are not many enterprises that can independently develop original designs. In addition to having advanced production equipment and efficient processing teams, they are still in a passive position in market operation. Although they keep pace with the popularity, they have little innovation ability, which leads to a decline in competitiveness of products. In marketing process, the value of products can not be improved through brand effectiveness, and the styles of jeans are identical.

Enriching the core culture of the brand, improving the contribution rate of science and technology and the contribution rate of the brand, Du Yuzhou, the former chairman of the China Textile Industry Federation and the China clothing association, once proposed that by building "the contribution rate of technology" and "the contribution rate of the brand", the brand culture of the Chinese clothing industry will be built, and the industrial upgrading will be promoted, which will fundamentally change the backward state at the bottom of the international supply chain.

This idea also has guiding significance for jeans industry.

At present, there are still many Cowboy brand enterprises at the stage of cost entanglement and low profit competition. There are not many enterprises that can independently develop original designs. Besides having advanced production equipment and efficient processing teams, they are always in a dynamic position in the operation of the market, resulting in a decline in the competitiveness of their products. In marketing process, the value of products can not be improved through brand effectiveness, which hinders the development of enterprises and the upgrading of the market, increases the difficulty of upgrading in the process of brand pformation, and virtually creates the risk of enterprise operation.

In this regard, the experience of Japanese cowboy industry is worth learning from.

For Japan, jeans are also part of the foreign dress culture, and the Japanese jeans industry has successfully localized the dress category, forming the unique characteristics of the Japanese Cowboy brand.

It is not only China but also the cowboy clothing industry around the world that there are pollution and emission problems.

In order to achieve sustainable development of jeans industry, efforts must be made to reduce environmental pollution through cleaner production and to solve the problem of labor intensive by intelligent production.

It is gratifying to note that the Chinese jeans industry has recognized the seriousness of this problem.

At the industry level, in the May 13, 2016 "textile light" promotion campaign held in May 13, 2016, Sun Ruizhe pointed out: "the problem is the orientation of work and the breakthrough of industrial pformation and upgrading."

He believes that the textile industry should turn the environmental challenge into a new opportunity for the industry to promote the construction of ecological civilization.

The control and control technology of chemicals in textile enterprises determines the ability of chemical control and management, and affects the ability and quality of environmental governance. It is directly related to the sustainable competitiveness of China's textile industry in the global supply chain.

The scientific research team of cowboy clothing enterprises has been using laser, ozone and digital processing technology to pform traditional technology and realize "micro water production".

In addition, the use of digital processing technology instead of hand washing and sandblasting in traditional production can greatly shorten the cowboy.

The production process.

If these technologies are industrialized, they will have great positive significance for protecting the environment and reducing employment.

Guide and cultivate healthy cowboy consumption culture. One of the charms of jeans is that with the passage of time, years have worn out the natural fading effect and even some breakage styles.

The 40 years of reform and opening up have greatly improved the material life of the Chinese people, and the number of clothing per capita has also increased significantly. Under such circumstances, especially for urban consumers, it is very difficult to wear a pair of trousers, but let alone wear holes, so many people can not wait to wear the old ones and simply buy an old jeans.

Anything is too much to be said, now some cowboys.

The degree of "doing the old" has gone too far, and the holes are exaggerating.

This new "fashion" has prompted producers to invent various "old ways" to increase the pressure of denim clothing enterprises.

From the point of view of environmental protection, we should advocate cowboy enthusiasts' "cattle raising", so that a new pair of jeans can be formed by wearing, gradually forming the folds and natural fading colors that match the body shape, and form the unique style of the wearer through natural washing and polishing.

In 2005, when Xi Jinping, Secretary of the Zhejiang provincial Party committee, inspecting Huzhou in Zhejiang, he said, "green hills and green hills are Jinshan Yinshan!"