Clothing Accessories: Needs To Improve Grades To Bring The Industry To Grow
Â Â Â Â International Clothing Accessories enterprises in the field of high-end products have an absolute advantage, but the large firm size, global marketing network and maintain the technological superiority of the R & D investment required are very high, leading to mid-range products to the market expansion is limited. Domestic garment accessories industry, mostly small and medium enterprises, the product grade is generally low, but the cost and localization of obvious advantages. Garment accessories and acceptable grades a gradual increase in the demand, the domestic garment accessories business by virtue of the cost advantage of mid-range product areas, a gradual increase in firm size, R & D capabilities and marketing network, shorten the gap between the international garment accessories business.
Â Â Â Â Clothing Accessories needs: a gradual increase in grades and acceptable prices
Â Â Â Â Clothing brand gradually on the rise, garment export enterprises gradually ODM / OBM business model changes, increased sensitivity grade of garment accessories demand, price sensitivity decreased gradually in the demand for the release of high-grade garment accessories.
Â Â Â Â Domestic garment accessories Enterprises: With the cost advantage has narrowed the gap with the international garment accessories company
Â Â Â Â International Clothing Accessories enterprises in the field of high-end products have an absolute advantage, but the large firm size, global marketing network and maintain the technological superiority of the R & D investment required are very high, leading to mid-range products to the market expansion is limited. Domestic garment accessories industry, mostly small and medium enterprises, the product grade is generally low, but the cost and localization of obvious advantages. Demand-grade garment accessories at affordable prices with a gradual increase in the domestic garment accessories business by virtue of the cost advantage of mid-range product areas, a gradual increase in firm size, R & D capabilities and marketing network, shorten the gap between the international garment accessories business.
Â Â Â Â First, the demand characteristics of the industry
Â Â Â (1) Clothing Accessories grade: depends on the quality and design of
Â Â Â Â Clothing accessories, in addition to the production process refers to clothing than other materials. Garment accessories divided by function and application of parts, including: clothing lining, clothing floc material, garment linings, garments padding, linear belt type material, closely linked to materials and trademarks. Garment accessories divided by raw materials include: textile, garment accessories, chemical class, garment accessories, metal printing type garment accessories.
Â Â Â Â The main performance of garment accessories and decorative properties of wearability. Performance refers to taking the wear after use can maintain the appearance of fine patterns, clothing sewing production process is easy, comfortable clothing on the human body to maintain a sense of possibility. Decorative Performance refers to the appropriate selection and matching of clothing accessories, reflecting fashion trends, or fashion designers design. The main performance-based garment accessories, garment accessories grade of the main criteria for judging are: 1, excellent product quality. 2, product design, fully embodies the concept of fashion trends or fashion designers.
Â Â Â (B) of grade garment accessories and price sensitivity of demand: business model depends on the garment
Â Â Â Â Under normal circumstances: OEM business model of clothing business profits come mainly from the links in the production and processing, product grade and low profit margins; OBM business model of clothing corporate profits come from circulation, the product grade and high profit margins; in OBM business model in: in relation to industrial production of clothing brands, high fashion brands to better show identity and tastes of consumers, product grade and the highest profit margins. In accordance with the apparel industry with established practice, the inevitable use of low-grade low-grade garment fabrics and accessories, high-grade garments usually high-grade fabrics and accessories. Relative to the OEM business model, OBM business model of clothing accessories price sensitivity of low-grade high sensitivity, OBM business model high-class fashion brands of clothing accessories price sensitivity of the lowest grade of the highest sensitivity.
Â Â Â (C) a significant industrial properties: high-quality customers are sharing the industry to grow
Â Â Â Â The best choice for garment accessories company whose major clients are garment manufacturers, as of February 2008 total number of garment enterprises of China's 14,484 home, the customer a high degree of concentration. Directly to corporate and customer focus to make garment accessories with a high degree of industrial property. In recent years, a progressively shorter period by the fashion and clothing business was an increasing trend of small-volume, short-cycle production of, apparel accessories, subject to fashion trends, based on the gradual shift towards low-volume, multi-variety, fast delivery, resulting in some consumer goods, garment accessories available property, but to directly face the business and customers caused by a high concentration of garment accessories for industrial property still dominant. Reference to the characteristics of industrial goods and apparel sales competition in the industry to fully practical, high quality garment accessories customers a clear competitive advantage is usually branded apparel business or product a high-grade garment enterprises.
Â Â Â Â Future growth of such enterprises is relatively clear, substantial and relatively stable volume of orders is the garment accessories industry, the growth of enterprises, to share the best choice.
Â Â Â Â Second. (1) Clothing domestic market: clothing brand in the ascendant
Â Â Â Â The rise of clothing brand are signs already visible. Above designated size clothing wholesale and retail sales growth continued to outpace growth in total retail sales of social consumer goods, but the CPI and the clothing clothing PPI, a long-term departure from the overall CPI, mainly due to intense competition among apparel companies, products, homogenization of the serious, the price is a common means of competition among enterprises. Focus on large-scale retail enterprise product sales growth rate of clothing and clothing wholesale and retail business above designated size is roughly equal to the total growth rate, but the key large-scale retail enterprises has grown faster than sales of apparel products sales growth. In view of the domestic large-scale department store is still in the high-end apparel brand products of domestic major sales channels and the influx of China's international well-known clothing brands decent performance, indicating the value of the brand is being gradually recognized by consumers and the market.
Â Â Â Â Clothing brand created within a short period.
Â Â Â Â 1, the brand's own law of development. Brand does not have influence on the early creation, growth, mainly depend on channel-driven. Brand growth stage influence of progressive upgrading of the influence of channel-driven and brands complement each other. Relevant consumer survey showed that 53.3% of consumers tend to foreign clothing brands, which tend to the domestic brands accounted for only 16.7%. Fully demonstrates the influence of low-brand, and now the influence of domestic brands is still limited.
Â Â Â Â 2, the brand of supply and demand basis. According to the "Eleventh Five-year" development plan, in 2010 cities and towns and the rural per capita income will reach 13.39 thousand yuan, 4150 yuan. With the urban and rural per capita income increased steadily, clothing brand based consumption will be more solid.
Â Â Â Â 3, historical experience. With the rapid growth of consumption, consumer demand for more diversified and clothing enterprises to adopt market segments, the rise of mass fashion store. 80 years on the basis of the market segments gradually bred the world's leading designers and brands. Chinese garment enterprises, taking into account the main forms of competition as price, brand the basis of market segmentation has not yet begun a large scale.
Â Â Â Â (B) garment export markets: the ODM / OBM model developed into a trend
Â Â Â Â China's clothing exports to use more OEM production model, the product grade is generally low, fierce competition among enterprises, "the amount of running predatory pricing" is the enterprise's competitive strategy generally adopted, the resulting low profit margins, market and cost is very sensitive to fluctuations in . In appreciation, rising labor costs and raw materials costs rise sharply under the influence of the amount of growth in garment exports continued to decline. To change the business model, upgrade products, and get rid of the vicious circle of price competition to the ODM / OBM model developed into a trend.
Â Â Â Â (C) demand for garment accessories at affordable prices with a gradual increase in grade
Â Â Â Â The rise of apparel brands, garment export enterprises to ODM / OBM business model changes, the sensitivity grade of garment accessories demand increased the price sensitivity of demand for garment accessories lower demand for high-grade garment accessories will be released. Taking into account the clothing brand is not a short-term can be created and clothing export enterprises to ODM / OBM business model development can not be completed in the near future, the use of garment accessories garment enterprises will gradually raise the grade, that grade and the demand for garment accessories at affordable prices increased gradually.
Â Â Â Â Â 3, the industry supply: With the cost advantage has narrowed the gap with the international business
Â Â Â Â (A) Domestic enterprises: market concentration is low, a low grade of products, cost advantages are obvious
Â Â Â Â Â International Clothing Accessories businesses in terms of scale, R & D and marketing strength, only focus on the lucrative high-end products, and take absolute advantage. "China's garment," the survey data show: Quality is guaranteed and design more representative of the trend of imports of apparel companies have chosen the main reason for surface accessories. A world leader YKK zipper company, for example, its annual output value of zipper products about 160 billion yuan in more than 40 countries and territories worldwide with more than 90 factories and sales offices in Shanghai, Dalian and Shenzhen, with manufacturing enterprises in the number of cities in China, with sales organizations, products, occupy the zipper industry, the world's high-end market share of about 80%.
Â Â Â (B) by virtue of cost advantage has narrowed the gap with the international business
Â Â Â Â International Clothing Accessories Company by virtue of scale, R & D and marketing strength in the field of high-end products have an absolute advantage. Large firm size, global marketing network and maintain the technological superiority of the R & D investment required are very high, leading to the international garment accessories can only be limited to higher-margin enterprise products of high-end products, to mid-range product market segment to expand the limited capacity. Domestic garment accessories industries to small and medium-sized, generally low grade of products, an international garment accessories enterprises are unable to compare the cost and localization advantages.
Â Â Â Â Domestic garment accessories enterprises in the field of low-end product margins by the impact of raw materials and labor costs rose significantly compressed, but in mid-range product areas still have a comparative cost advantage. Grade requirements in the garment accessories at affordable prices with a gradual increase in domestic garment accessories business by virtue of comparative cost advantages, a gradual increase in firm size, R & D capabilities and marketing network, and gradually shorten the gap between the international garment accessories business, to share the industry to grow.
Â Â Â Â Fourth, business investment value judgments: size, R & D, marketing a virtuous circle
Â Â Â Â Have the scale, R & D, marketing, characteristics of a virtuous cycle of domestic garment accessories business, is expected to become progressively shortened the gap with the international garment accessories business leader in the process.
Â Â Â Â 1, scale: raw materials and labor costs rise, with scale advantages are more likely to absorb the adverse effects of rising costs, anti-risk ability was stronger than SMEs. Size of the business advantages of funds also means advantages in equipment, R & D and marketing network can be a high level of investment, to enhance the level of research and development.
Â Â Â Â 2, the scale â ' R & D: a high level of equipment and R & D investment continues to introduce new products, continuous improvement and upgrading products to enhance their bargaining power and profitability, effectively prevent the homogenization of vicious competition.
Â Â Â Â 3, the scale â ' Research â ' Marketing: garment accessories industrial properties significantly, high-quality clothing accessories customers a clear competitive advantage is usually branded apparel business or product a high-grade garment enterprises. Such customers typically higher sensitivity of the product grade, inclined to choose a reputable, high level of R & D suppliers. Advantages of scale advantages and R & D and then into marketing advantage to enable enterprises to share fully in the industry to grow.
Â Â Â Â 4, the scale â ' â ' Marketing â ' R & D scale: in the full-sharing industry, based on the growth of enterprises through endogenous growth or epitaxial-type growth (mergers and acquisitions of domestic garment accessories business, and international garment accessories business) continue to expand the enterprise scale and promote R & D and marketing, promotion, and gradually narrow the gap between the international garment accessories business.