According to customs statistics, China's cashmere and product exports totaled US$925.63 million from January to September 2010, a year-on-year increase of 23.2%. Among them, 1,901 tons of cashmere and plush-free cashmere products were exported, with a value of US$141.16 million, a year-on-year increase of 44 and 64% respectively; cashmere products were US$784.47 million, a year-on-year increase of 17.9. Specifically: cashmere yarn exports were 2,837 tons, worth US$237.79 million, a year-on-year increase of 22 and 44.8 respectively; cashmere scarves were US$81.62 million, a year-on-year increase of 15.3; cashmere sweaters were US$430.4 million, a year-on-year increase of 7.
Tian Hong, director of the livestock department of the China Chamber of Commerce for Import and Export of Food, Native Produce and Livestock, said that a notable feature of the cashmere industry in the first half of 2010 was that although raw material prices were running at high levels, the sales prices of end products in the market did not adjust accordingly. , the profits of cashmere deep processing enterprises have not increased simultaneously with the export volume. He predicts that the growth rate of cashmere exports will decline to a certain extent in the second half of 2010. The overall export of cashmere industry is improving, and the growth rate in 2010 is expected to be around 15.
“The price of raw material cashmere yarn has doubled this year, from 400,000 yuan/ton to 800,000 yuan/ton.” At the third China International Cashmere Fair, the reporter saw a busy Zeng Weihe, managing director of Ningxia Shengxedong International Enterprise Group Co., Ltd., who was talking to customers, was so busy that he had to accept interviews with reporters at every opportunity.
The price increase trend is causing many companies, especially export-oriented companies, to face severe challenges. What follows is a game between brands and agents.
“In general, customers also agree with the price increase, but there is a huge difference in the magnitude.” Zeng Weihe gave the reporter an example that if a brand enterprise proposes a price increase of 40%, the agent can only accept an increase of 10%. . But Zeng Weihe said that he understands this difference very well: "If the price of the same thing doubles as in 2008, consumers may not be able to accept it. If there is a large backlog of inventory, the agent's capital chain will be broken, and the brand enterprise will also It will die. The key to this game is how much it will increase. We are competing between raw material suppliers and agents, but I cannot lose money and customers cannot take risks."
In 2010, domestic and foreign textile companies. The clothing market has fully recovered, and the overall price of the textile industry has increased, driving the overall profit of the industry to increase by 53.5%. Under such an opportunity, fabric sales in Shengze market have also reached a new level. In the first half of the year, the supply of fabrics in the market exceeded demand. , and in the second half of the year, affected by factors such as national policies and rising raw material prices, fabric sales fluctuated significantly. However, judging from the sales volume throughout the year, Shengze fabric sales have grown by leaps and bounds this year. Below we will start with Let’s analyze the different aspects in detail.
Foreign trade is improving but there is still pressure and the domestic demand market is booming
In 2010, demand from Europe, the United States, Japan, South Korea and other major exporting countries and regions in my country's apparel industry also rebounded significantly. Driven by foreign trade demand, the export volume of textiles in the Shengze market continues to rise, especially the number of orders from European and American countries. Many weaving companies are even overwhelmed. Workers are working overtime to complete orders. Shengze companies generally feel that The warmth brought by this round of market recovery. However, while foreign trade is generally improving, we have also seen the existence of pressure. This is mainly due to the increase in raw material products and freight prices, the recruitment difficulties and salary increases faced by the textile industry, the appreciation of the RMB, and the increasingly serious trade protectionism. Four aspects. Now the average profit margin of Shengze textiles is 3-5, and the bargaining power of enterprises is relatively low. These four pressures have put Shengze's foreign trade enterprises in a dilemma. On the one hand, there are crazy rising raw material prices, and on the other hand, the import of major textiles from Europe and the United States. Businesses continue to lower their quotations due to various factors. If this situation continues in the future, the low profit margins of the textile industry will be further accumulated, and the choices faced by textile companies will be to suspend production and close down or give up overseas orders.
With the support of policies to expand domestic demand, domestic demand this year has continued the stable and rapid growth momentum since the second half of last year. The prosperity of the domestic demand market is also another important support for the current prosperity of the textile industry.
Judging from the overall sales situation in the market this year, many textile companies are facing "sweet troubles": too many orders, a shortage of workers, and have to work overtime to catch up on tasks. The market operation rate is obviously rising. At the same time, front-line manufacturing companies also clearly feel that yarns are selling better this year. The prices of cotton yarn and chemical fiber raw materials have risen sharply this year, but the supply is still in short supply. Of course, the emergence of this situation is closely related to the shortage of cotton and the rise in cotton prices. Moreover, the export growth of downstream garment enterprises has also played a certain supporting role.
Textile sales in the market showed an "M"-shaped trend
According to the analysis of fabric sales trends in Shengze market in 2010, in January and February, due to the Spring Festival, and at the same time, the financial crisis This resulted in a significant reduction in corporate orders, resulting in sluggish corporate sales. Therefore, a shock and fluctuation curve appeared. In early March, the sales of chemical fiber fabrics declined significantly. From mid-March, fabric sales in Shengze market began to improve. At the beginning of June, market sales entered the traditional off-season. At the same time, affected by environmental inspections and power outages, sales declined significantly. As these influencing factors faded, the demand for textiles began to fluctuate and rise after September. However, the Shengze market declined. The first half of the year was destined to be "unfair". In November, the skyrocketing prices of raw materials once again suppressed the supply of textiles in the domestic market for foreign trade, and the supply of fabrics in the entire market was basically at a standstill. Let's analyze it in detail:
In the first quarter, fabric sales in the Shengze market were still weak. Downstream buyers were severely undercutting prices, and the profit margins of conventional varieties were very small. The most changes in product prices are mainly concentrated in bulk transaction fabrics. Driven by the downstream supply and demand relationship, fabric prices in Shengze market in spring and summer have risen and fallen. From the analysis of the weaving operation rate in Shengze market, in the first two months, due to factors such as insufficient orders, the Spring Festival holiday, the water spray operation rate in the market was less than 40%, and the airjet operation rate was only around 45%. However, in March, with the internal and external factors, With the increase in demand, Shengze weaving companies generally have sufficient orders. Coupled with the heightened expectations of RMB appreciation and interest rate increases after the holiday, many textile and apparel export companies have begun to advance later orders in order to pursue profits. Therefore, in March, the fabric inventory of most weaving manufacturers in Shengze had been exhausted. By the end of March, there was a wave of "fabric grabbing" in the market. Some traders took cash directly to the weaving manufacturers to purchase goods. Weaving manufacturers basically have no stock in stock, and the fabrics are pulled away every day as soon as they are placed on the machine. Combined with the increase in raw material prices, the price of fabrics is basically one price per day.
In the first two months of the second quarter, market sales are generally on an upward trend. The textile market has always had a saying of "three dead and four alive in May". Under the traditional peak season effect, domestic demand and foreign trade orders in Shengze market have increased rapidly, and the market supply of fabrics has become very tight. This has also caused many traders to complain, but the weaving factory's The efficiency is obviously better than that of the same period in previous years. It can be said that the market sales in April and May showed the characteristics of the peak season. In June, firstly, due to entering the traditional off-season, and more importantly, due to the illegal discharge of sewage caused by water quality fluctuations caused by the environmental protection department and the penalties imposed by the environmental protection department, the operating rate of Shengze weaving and printing and dyeing finishing factories was seriously insufficient, and the market sales volume It started to decline significantly.
In the first month of the third quarter, the market was still in a period of flat sales of textiles, with insufficient downstream demand and few domestic and foreign market orders, which greatly affected the company's operating rate. After August, the market situation should have improved. However, at this time, Jiangsu and Zhejiang regions have introduced electricity price measures to punish high-energy-consuming industries. The upstream and downstream textile industries are also within the scope of restrictions. Under high-pressure policies, Jiangsu and Zhejiang have The regional power rationing period for enterprises with "two highs and one low" will continue until December. Under the influence of this unfavorable factor, the production and sales of upstream chemical fiber factories and downstream textile factories have been greatly reduced. With the gradual expansion of power rationing in Jiangsu and Zhejiang, In addition, due to the impact of early expectations, the polymer part has gradually moved to downstream weaving, texturing, and chip spinning manufacturers, and the contradiction between supply and demand in the polyester chip market has become increasingly prominent.
In this case, the normal sales order of the market was disrupted and sales dropped sharply. In September, due to the gradual reduction of the impact of power cuts, and September is the traditional peak season for textile demand, the market supply and sales were very good, and the market was booming. Ze market continues to maintain a good momentum of development, resulting in a substantial increase in market transaction volume.
In the fourth quarter, October is the traditional peak season for textile sales. In addition, due to the recovery of the international economy, secondary orders and some backlog of orders in the early stage, Shengze manufacturers are operating at full capacity in October. In terms of production, many weaving companies are working overtime to rush to make orders, so it seems that supply still exceeds demand. Especially for some products with large regular quantities, it is basically difficult to get them in stock. However, in November, the market situation reversed. Upstream raw material prices soared, making it difficult for downstream weaving companies to digest. In November, the prices of chemical fiber raw materials and cotton continued to rise. It was common for chemical fiber yarns to rise by 300 or 500 yuan a week. Even prices rising by more than 1,000 yuan in a week often appeared, and cotton prices rose even faster. , can be described as crazy. From 15,000 yuan/ton at the beginning of the year to now, the increase has exceeded 100. The price of raw materials in the upstream of textiles, such as cotton and chemical fiber raw materials, has risen sharply. It can be said that the price increases every day. This has caused a significant increase in the purchase cost of fabric companies, which has led to a passive increase in the sales price of textiles. In this series of prices Under the adjustment, the price affordability of downstream clothing and home textile companies has also reached its limit. As a result, the total sales volume of textile fabrics in Shengze market in November declined significantly compared with October last year. Product orders decreased, companies suffered losses, working capital decreased, and customer popularity The temperature has also dropped sharply. In the end, it is difficult for companies to absorb costs, the operating rate has dropped, and the supply of resources is very tight. In December, as it was approaching the end of the year, the market continued to be in an off-season state and was unable to rebound.
The cost of raw materials and the relationship between supply and demand simultaneously restrict the price of textiles
First, let’s look at the upstream cost pressure. In the past 10 years, the prices of textile raw materials have fluctuated one after another, and the price increase has been higher and higher, forcing downstream weaving companies to increase product prices. Let’s take a look at an example: In November, the textile raw material market, led by cotton, experienced a surge in prices. The intensity caught downstream textile companies off guard. Cotton prices rose by more than 100, and yarn prices were not to be outdone. With the increase in prices, faced with hard-to-get orders, raw materials have become a "hot commodity". Weaving companies have to buy raw materials at high prices to ensure production progress. The sudden cost pressure has made the company's profits very small. At a loss for what to do with raw material prices, many companies can only hope to increase product prices to relieve pressure. However, such a vicious cycle directly led to the ultimate collapse.
Secondly, let’s look at the impact of supply and demand on textile prices. It can be said that the fluctuation of textile prices is mainly affected by changes in supply and demand. If supply exceeds demand, product prices will be stable or reduced; if supply exceeds demand, product prices may increase. For example, in the first half of this year, downstream purchase orders increased significantly, and textiles were in short supply, which directly led to a sharp increase in upstream fabric prices.
The market operation rate fluctuates greatly
In the first half of 2010, market orders increased significantly, and the operation rate of enterprises increased steadily. The operation rates of water-jet and air-jet weaving were both above 90%. However, as Environmental protection rectification began in June, and the market operation rate began to decline sharply again. Shengze's water jet machines were stopped for 7-8 hours every 4-5 days, or turned on and off three times every three days, and the warp knitting machines were stopped for 3-4 hours every 4-5 days. By September , market sales began to pick up, and the market operating rate rose to more than 80%. The subsequent increase in raw material prices caused downstream sales to paralyze, and the operating rate of enterprises fell sharply again, especially cotton spinning enterprises. There were many bankruptcies and closures. In December, raw material prices gradually returned to stability. However, as the end of the year is approaching, the operating rate of Shengze's water-jet and air-jet looms remained at about 60%, and that of warp knitting machines remained at about 50%.
Outlook: Innovation is still the mainstream
In 2010, the author believes that the textile market sales have made great progress based on the previous two years. Although in this process There are also problems of this kind, but this is also inevitable after the sharp increase in demand. From the current world economy, we should be confident about the textile market next year. However, we must also learn lessons. The cost of raw materials has increased significantly this year. Rising prices have made many companies realize that they cannot rely entirely on a certain raw material to achieve product innovation and business development. Currently, actively developing multi-fiber blended products has become a hot topic of widespread concern in the industry. Increasing the production and research and development of multi-fiber blends and fabric products is one of the important contents of the revitalization of the textile industry. The development and application of new fibers is the future development trend of the textile industry, and is also in line with the "low-carbon economy" for energy conservation and emission reduction of textiles. requirements, such as bamboo fiber, hemp fiber, etc. Therefore, in order to achieve better development, textile enterprises must keep up with fashion trends, increase the development and promotion of new fibers, and create greater value with innovative products.
Case 1 Dalang: A famous woolen sweater town that has been running
Dalang has transformed from a Lingnan town that does not produce a single wool to a famous woolen sweater town in China. China sweater fashion trend release base. This is precisely because Dalang has firmly grasped the two focuses of R&D, design and sales, strengthened quality supervision, followed the "dumbbell-shaped" development path, and accelerated the upgrading and transformation of the woolen textile industry. In the past year of 2009, Dalang Town's woolen textile industry successfully withstood the impact of the financial crisis and achieved a growth of 37.1% in total woolen textile exports, a growth rate that exceeded my country's textile and apparel exports by nearly 50 percentage points.
"Dumbbell-type" development broadens the transformation path
Researchers from the Guangdong Provincial Bureau of Statistics said that the woolen industry is a characteristic industry of Dalang Town to enrich the people and strengthen the town. In 2009, Dalang Town The woolen textile industry has achieved development despite the financial crisis. The total industrial output value of woolen textile enterprises above designated size was 4.83 billion yuan, an increase of 19%. Due to the increase in woolen fabric exports, Dalang Town's total export volume increased by 2.4% in 2009, 14 percentage points faster than the province and 18 percentage points faster than the city.
The woolen weaving trade area centered on the alley is about 6 square kilometers and is home to more than 2,600 woolen weaving companies and more than 1,300 mid-level and senior designers. Here, 200,000 styles of sweaters were designed in 2009, and Dalang Town was listed as the only "Chinese sweater fashion trend release base" by the China Fashion Color Association.
Qin Chun, deputy mayor of Dalang Town, made a simple calculation. With a population of 6 billion in the world, on average one in every five people owns a Dalang sweater.
In recent years, Dalang Town has vigorously improved the "six public service platforms" of R&D and design, quality testing, talent training, information consulting, exhibition logistics, and financing services, and guided enterprises to improve R&D, design, and quality supervision. , marketing planning "three abilities", accelerating the realization of "two major transformations" in the woolen textile industry, namely the transformation from product management to brand management, and the transformation from production base to regional distribution center. It should be said that Dalang has firmly grasped the two focuses of R&D, design and sales, strengthened quality supervision, followed the "dumbbell-shaped" development path, and accelerated the upgrading and transformation of the woolen textile industry.
Start the brand upgrade industry
In order to build a regional international brand, Dalang Town organized experts to design a "Dalang" logo with international visual effects and Chinese characteristics. 76 major countries and regions have filed applications for trademark registration, covering major national and regional markets around the world. This is something that an enterprise cannot do alone.
The Langzhen government also provides good supporting services for the industrial cluster to "practice its internal skills". For more than a year, Dalang Town has used modern information technology to upgrade and transform traditional industries in response to the low starting point and high dependence on foreign countries in the woolen weaving industry. By encouraging the purchase of CNC looms, Dalang Town has invested more than 50 million yuan to create a comprehensive R&D, design, A high-end woolen clothing fashion design gathering area that integrates multiple functions such as display, communication and sales, guiding the industry to extend from low-end to high-end.
In 2009, the number of licensed woolen self-employed households in Dalang Town decreased by 325, the number of unlicensed self-employed households decreased by 121, and the number of woolen weaving enterprises above designated size increased by 30; the total number of CNC looms used in the woolen weaving industry reached more than 6,000 , reducing the labor force by more than 40,000 people. Currently, more than 80 of the 125 woolen textile enterprises above designated size have established design departments or R&D departments.
Dalang Town has set up a special "Three to One Subsidy" to "Three Capital" certification team to handle relevant transformation procedures for enterprises. Last year, 44 companies successfully transformed and 63 are currently undergoing transformation. Home. In addition, Dalang has also set up a special fund of 100 million yuan for the "Innovative Dalang" project. In 2009, the small town of Dalang received 504 patent authorizations.
It can be said that Dalang is completing the transformation from "Dalang processing" and "Dalang manufacturing" to "Dalang design" and "Dalang creation". "China's famous woolen sweater town", "Chinese sweater fashion trend release base" is Dalang's brand and business card that can really be used and made famous.
Introduction to Dalang Town Dalang Town is located in the south-central part of Dongguan City, Guangdong Province, covering an area of ??118 square kilometers. Including Caibian Village, Shengtang Village, Songmushan Village, Horizontal Village, Yangyong Village, Gaoying Village, Zhushan Village, Shabu Village, Qiufu Road Village, Foziao Village, Xiangwei Village, Xiangtou Village, Huangcaolang, Taijingtou Village, Shuikou Village, Yangkengtang Village, Songbolang Village, Yangwu Village, Shixia Village, Foxin Village, Rhinopi Village, Pingshan Village, Xinmalian Village, Baopei Village, Changtang Village, Libeiling There are 28 communities (villages) in Changfu Village, Changfu Village and Dalang Village.
Dalang has always been known as the "Hometown of Lychees". In recent years, it has been awarded the titles of "China's Famous Woolen Sweater Town", "China's Famous Electronic Information Industry Town", and "National Health Town" by the China Textile Industry Association, China Electronics Chamber of Commerce, and National Patriotic Association, and has also won the title of Provincial Strong Education Town. , Provincial Sports Advanced Town, Provincial Professional Town Technological Innovation Pilot Unit, Provincial Home of National Folk Art (Lion Wake-up) and other titles.
Overview of the development of Dalang sweater industry
Initial stage: Hong Kong man Lu Chengpei established a woolen weaving factory in Dalang, which opened the prelude to the development of Dalang sweater industry. In 1979, Lu Chengpei took a fancy to more than 10,000 square meters of land in the Dalang Jingtou Lychee Garden. In May, a manor-style factory building was erected on the former litchi garden.
Development stage: Dalang Woolen Weaving Factory No. 1 has a factory area of ??10,000 square meters, 1,900 workers, 12 workshops, and two branch factories. It has introduced 2,000 woolen weaving machinery and equipment, and has the capabilities of weaving and sewing. It has a complete set of sweater production procedures including clothing and washing. It is one of the largest woolen factories in Dongguan City. Dalang people learned technical management at the No. 1 Woolen Weaving Factory. The earliest workers in the factory were all locals. Lu Chengpei invited a supervisor and several masters from Hong Kong to teach machine operation. Some hard-working Dalang people gradually learned the technology and workshop management in the No. 1 Woolen Weaving Factory. Then some Dalang people began to buy their own textile machines.
The initial stage of private enterprises: As the scale of the first woolen textile factory expanded, it also had branch factories. The success of the first woolen textile factory in Dalang brought confidence and hope to Hong Kong woolen textile factories. As a result, Hong Kong woolen mills moved to Dalang Town and surrounding towns. According to statistics from the Dalang government, from 1979 when a Hong Kong-funded enterprise opened the first Hong Kong-funded woolen textile enterprise in Dalang to 1993, the number gradually increased to more than 100 woolen textile enterprises.
The decline stage of Hong Kong enterprises: the general family workshops mainly process for Hong Kong-owned sweater factories, most of which process for the first wool knitting factory. At that time, most of these companies had no market awareness and were not active enough in taking orders. Affected by the financial crisis in 1997, the No. 1 Woolen Weaving Factory withdrew its branches and received fewer and fewer orders. Dalang Wool Weaving, which started as a family workshop, was driven by the No. 1 Wool Weaving Factory and eventually squeezed out Hong Kong-funded enterprises such as the No. 1 Wool Weaving Factory.
The growth stage of local private enterprises: Dalang Wool Weaving’s first “international transaction” was in 1993. A Russian businessman who invested in Shenzhen came to Dalang to order 10,000 sweaters. This is of epoch-making significance for Dalang sweater industry. The Dalang government then introduced a series of preferential policies for land, water and electricity. This has brought local private woolen weaving enterprises into a period of rapid development. In 1996, Dalang Town built the Guangdong Woolen Market, the largest woolen fabrics and raw material distribution center in Guangdong.
The first "Weaving Fair" was held in 2001.
Transformation and upgrading stage: Due to pressure from factors such as labor costs, some woolen mills have closed down and some have moved to the mainland. Other woolen textile companies that stayed in Dalang are undergoing transformation. In Dalang, many production-oriented enterprises have begun to pay attention to expanding their investment in design and sales.
Digital knitting: Dalang Town has more than 3,000 wool knitting companies and 105 enterprises above designated size. It has formed R&D and design, production and processing, raw materials and accessories, machinery and equipment, wash printing, logistics and trade, and talent training. , scientific and technological services, information consulting and other one-stop industrial supporting facilities. The annual sales volume of the entire industrial cluster exceeds 1.2 billion pieces, and more than 800 million pieces are distributed in Dalang alone. A number of Dalang woolen companies have registered as gold members on Global Woolen Sweater Online. Trade in woolen fabrics at home and abroad.
Case 2: The transformation trend of the clothing industry.
The industry has achieved sustained and healthy development
From January to September 2010, my country's clothing production rebounded sharply. The output of enterprises above designated size increased by 18.24% year-on-year, and the growth rate of the entire society's output is expected to be around 10%. The rebound of domestic and foreign markets and the significant increase in demand for new goods replenishment have stimulated an increase in production.
From January to August 2010, the actual investment completed by enterprises above designated size in my country's garment industry increased by 24.48% year-on-year, 9.06 percentage points higher than the same period in 2009. In particular, the investment growth rates in the central and western regions reached 49.79 and 52.37% respectively. .
In terms of market, according to statistics from the National Bureau of Statistics, in the first three quarters of 2010, the retail sales of clothing products by enterprises above designated size were 400 billion yuan, a year-on-year increase of 24.0, and the growth rate was 7.1 percentage points higher than the same period in 2009. Large-scale retail commercial clothing consumption data compiled by the China Business Information Center show that from January to August, sales amount and sales volume increased by 23.05% and 10.30% respectively.
In terms of exports, according to customs statistics: from January to September 2010, my country's cumulative exports of clothing and clothing accessories were US$93.488 billion and 21.956 billion pieces, year-on-year respectively, 19.03 and 14.22. The export volume has basically returned to 2009 level before 2007, while the export value increased significantly.
From the perspective of enterprise operation, according to the statistics of enterprises above designated size by the National Bureau of Statistics, from January to August 2010, the number of enterprises above designated size increased by 5.44 compared with the same period in 2009, while the number of employees increased by only 2.04 , the average number of employees in the enterprise decreased by 3.23 compared with the same period in 2009, while the average main business income and average profit of the enterprise increased by 16.04 and 24.17 respectively year-on-year, and the per capita profit, per capita output value and per capita main business income increased by 28.3, 19.41 and 19.91 respectively. , the enterprise's labor efficiency and benefits have been greatly improved. At the same time, the industry's average gross profit margin and profit margin reached 14.49 and 4.65 respectively, returning to historically high levels.
The main business income and profit growth rate of the apparel industry increased by 9.62 and 23.6 percentage points respectively compared with the same period last year.
Judging from these data, the industry has achieved sustained and healthy development, and its competitiveness and sustainable development capabilities are further enhanced.
New unfavorable factors appear frequently
We have also objectively seen that the factors restricting the development of the industry are also very prominent.
First of all, the difficulty in recruiting workers has caused the entire industry to fall into an overall insufficient operating rate. According to the association's survey, in 2010 due to labor shortages in the garment industry, the overall operating rate in coastal areas only reached 70%; many large companies also lowered the operating rate to 80% due to factors such as labor shortages and rising labor costs, and at the same time increased the proportion of outsourced processing; There are many small and medium-sized enterprises with a rate of around 50. As the requirements for "outsourcing" processing are getting higher and higher, some companies are unable to adapt to fast, small, and precise orders. Some companies with poor reputations also have dishonesty phenomena such as "sitting on the ground and raising prices."
Secondly, in 2010, rising costs became an important constraint on the development of my country's garment industry.
The irrational rise in cotton prices has led to rapid price increases for almost all clothing raw materials; rising wage and welfare costs and declining labor quantity and quality have greatly increased labor costs; increases in commercial land rents and transportation prices have increased business costs; prices of water, electricity and other resources The rising and tight energy supply has made the high manufacturing costs worse; several adjustments to the fiscal policy have increased the industry's credit costs and so on. The rigid increase in costs and further shortage of resources are adjusting the supply capacity and structure of the industry.
At the same time, although the international environment has changed compared with 2009, the impact of the financial crisis has not been eliminated, and the substantial recovery of the international market is still unclear. The economies and market demand of developed economies have maintained low growth, and the exchange rate has Problems and trade protectionism are all difficult problems that the industry must face. International brands are accelerating their entry into the Chinese market and have extended to second- and third-tier markets. There is a clear trend of intensifying the layout of the Chinese market. Competition in the domestic market will become increasingly fierce, uncertainties will increase, and market fluctuations will continue to occur.
In addition, the domestic demand market has gradually emerged from the downturn, especially the rapid development of the second- and third-tier city markets, becoming the main force and powerful growth point driving the growth of domestic demand. However, consumers have strong expectations for inflation. Although prices that have been suppressed during the financial crisis have been released, not all companies can resolve cost pressures through price increases. Therefore, in the face of rigidly rising costs, some companies will inevitably be eliminated.
To sum up, in the face of the improvement of the industry situation but the frequent emergence of new unfavorable factors, starting from the transformation and change of enterprises, the overall transformation and upgrading of the entire industry has been fully launched, taking a new industrialization path, transforming Development methods, structural adjustment, and industrial upgrading are not only key processes in building a "clothing power", but have also become the only way for industry enterprises to develop.
Transformation and upgrading are in full swing
Regional layout adjustment has become a hot topic. In 2010, regions with industrial foundations in the central and western regions welcomed a large number of enterprises from eastern provinces that took the initiative to conduct on-the-spot investigations. The situation of the garment industry in the eastern region is quietly changing, and gradient transfer has been heating up among companies reorganizing the industrial chain. In addition, companies have optimistic expectations for future employment and consumption in the central and western regions, and the market layout of brands in inland provinces directly guides industrial transfer. The order transfer model will drive the development of industries in the central and western regions.
Brand advancement to the next level. Improving brand contribution rate has become the core work and common philosophy for enterprises to resolve unfavorable factors and effectively develop domestic sales markets. How to promote brand promotion in cultural creativity, product development, style innovation and other aspects and further increase the added value of products has become a required course for enterprises.
Model innovations emerge in endlessly. In 2010, innovation became the main theme of the industry. Innovation is not only the common sense of the entire industry, but also the key to the survival and development of enterprises. Enterprise model innovation, brand model innovation, and subsequent channel innovation, product innovation, cultural innovation, etc. have emerged in endlessly in the industry. Innovation not only subdivides industries and markets, but also expands the breadth and dimensions of the market, adding vitality to the industry and showing broad industry prospects.
Technological progress is advancing rapidly. 2010 was a year in which scientific and technological progress in the apparel industry progressed smoothly, and it has become increasingly deepened, extending from equipment hardware to software fields such as the integration of informatization and informatization. At present, the clothing manufacturing model is facing nationwide changes, and once cutting-edge production concepts such as flexible manufacturing and mass customization have entered the industry's sight. Manufacturing process reengineering and process management informatization have been gradually implemented in traditional large-scale production enterprises. "Quick response" is the magic weapon for a brand to remain invincible in the market. "Quick" must rely on the support of high-tech technologies such as information technology. Scientific and technological progress has become a collective conscious action in the industry.
Resource integration, capital operation, and international cooperation are all key points. With the deepening of market competition and brand competition, brand enterprises' industrial chain integration capabilities and industrial resource allocation capabilities have become one of the core factors that determine brand competitiveness. Future competition will be further reflected in the integration of industry resources. The level of resource integration will determine the level of corporate competitiveness.
At the same time, future competition will also be a competition based on corporate capital strength. The power of capital will play a more important role in the future market.
The same clothing companies have reached the same goal in terms of capital operation, and "queuing up to go public" has become an industry phenomenon in the clothing industry in 2010.
As the domestic market becomes more and more internationalized and the pace of internationalization of Chinese brands accelerates, international cooperation between industries and enterprises has become more common. From production cooperation, product cooperation, design cooperation, marketing cooperation to brand cooperation and capital cooperation, there will be more and more international clothing companies, and the degree of internationalization of the clothing industry will become higher and higher.
The presentation of all industry hot spots indicates the same industry development direction and the same industry development path, which is the structural adjustment, transformation and upgrading of the entire industry, and in this way lays the foundation for the construction of a "clothing power". A solid foundation.
2009/2010 wool knitwear autumn and winter fashion trend proposal
The first theme: flowing sculpture
The light shines on the heavy sculpture, and the concave and convex shapes are reflected in the light and shadow. The transformations produced in it are both tight and separated. The natural wrinkles produced by Roman art exude a kind of elegance and nobility in a deep and calm way.
Second theme: Fashionable Water Cube
Crystal and bright, changing colors, flat straight lines, geometric pattern changes and dynamic lines are organically combined to create an interesting atmosphere. A visual aftertaste.
The reasons for the development of tailor-made sweaters
1. Characteristics of tailor-made sweaters
Consumers hope to maximize strengths and avoid weaknesses through style and color processing, or to improve quantity. The requirements of the body are to lengthen and change the length beyond the ordinary, and tailor-made products meet the needs of consumers in this regard.
2. Fashion elements
Tailor-made sweaters can meet consumers' individual and fashionable requirements to the greatest extent. Adding fashion elements into the clothing making process makes sweaters follow the trend and have a personal style. You can also imitate a certain brand or style or a fashion magazine. The global cardigan network gallery has tens of thousands of pictures of fashionable sweaters, which are fashionable and popular and can be used as a reference.
3. Participate in creativity in every detail
Piping, patchwork, embroidery, appliqués, inserts, hot rhinestones, hot sequins, special zippers, buttons, and even stickers Comes with the letters of the last name and the zodiac sign. These are all the creative details of tailor-made sweaters.
4. Diverse raw materials
The raw materials for tailor-made sweaters are not only wool and cashmere, but also cotton, silk wool, etc.
5. Price factors
Customized sweater products are of high quality and reasonably priced, and can be accepted by most consumers. For a cashmere sweater of the same style and material, the price in a tailor-made store is much lower than that in a specialty store. It only costs about 50,000 yuan to open a tailor-made store, but opening a brand store and entering a shopping mall require relatively high expenses.
Customized sweater shops have great development prospects. If they are done well and managed properly, they can also open chain stores to gain more profits. Customization reduces capital occupation and circulation links.
Comments: People in modern society are no longer satisfied with material requirements and pay more attention to spiritual pursuits. The requirements for clothing are not only comfortable and of good quality. Consumers begin to need individuality and self-expression. Tailor-made sweater shops not only meet this requirement of consumers, but are also relatively cheap. When consumers are satisfied with price, quality and personality, tailor-made sweater shops will naturally become popular.
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