The Urgent Need To Pform The Garment Industry Is To Focus On Scale And Inefficient Channels.

After P reform and opening up, China's processing and manufacturing enterprises joined the global apparel industry chain as OEM manufacturers.

OEM used to be a lucrative business which made Chinese garment manufacturers complete the accumulation of primitive capital.

By the end of the 80s and the beginning of 90s, the brand consciousness of clothing enterprises began to germinate. Now the familiar clothing brands (such as PEAK in sports products, Lining, seven wolves in men's clothing industry, nine herdmen, etc.) were founded in that period.

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< p > standardized and high premium wins < /p >.

< p > although the different segments of garment industry start almost at the same time, their pace of development is far away.

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< p > sports goods industry is a relatively standardized industry. It is the best test field for clothing brand.

Early Chinese consumers wore fashionable sportswear as the fashionable consumption concept and the 2008 Olympic Games in Beijing, which boosted the development of the industry.

As a result, sports brand has become the earliest, fastest growing and largest group in China's apparel industry.

The six major local sports brands, Lining, Anta, trend, XTEP, 361 degree and PEAK, had already broken through or nearly 5 billion yuan in 2008, and the income of Lining and Anta even reached 10 billion yuan.

These brands are organized in the form of affiliate sales. If they consider the effect of channel amplification, their sales in the terminal market will exceed 10 billion yuan.

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< p > the attribute of the standard makes the market concentration of sports goods industry very high.

Quanzhou is known as the hometown of sports goods in China. The first tier sports brands in the mainland come from this area except Lining.

There are more than 3000 sports brands registered here, but they are far behind the first-line local brands both in size and influence.

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< p > compared with sports goods, men's clothing is more personalized.

But compared with women's clothing, men's clothing is relatively standardized.

Some sub sectors, such as business dress, not only standardized product attributes, but also supported a higher premium.

So this industry has become China's earliest mature and subdivided garment industry.

The main business of China's first listed clothing brand fir was business dress.

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< p > although the suit is suitable for brand operation, the scale of the industry is relatively small, so it is easy to touch the ceiling.

The two leading brands in the industry, YOUNGOR and Shanshan, have adjusted their main businesses in this century.

Comparatively speaking, business casual has larger market capacity than a href= "//www.sjfzxm.com/news/index_c.asp" > men's wear < /a >.

This industry is another fast and mature men's wear segmentation industry after business formal dress.

Seven wolves, Li Lang, nine Mu Wang, Zhen Ba, Qipai and other brands all come from this industry.

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After P entered into this century, some fashionable and personalized men's wear brands such as Mark Ed Faye and GXG began to emerge.

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< p > a subdivision industry that we have to mention here is the public casual wear.

Whether business dress, business casual, or business fashion brand, as long as the title of "business" two words, the consumer's affordability can be guaranteed.

However, the price tolerance of the general public is very low, and the high premium can hardly be accepted by the market. This requires the mass leisure clothing brand to constantly optimize and improve its channel efficiency.

Local casual wear brands such as Smith Barney, Semir and YISHION have been licensed as early as the mid 90s of last century, but their low efficiency has been restricting their development.

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< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > women's wear > /a >, it can be said that Waterloo is the local clothing brand of China.

The top three brands in the domestic women's clothing industry are Only, Vero Moda and AGG, all of which are foreign brands. The brand names are Moda.

As we all know, women's wear is a big market, and domestic brands have been involved in this field for a long time. The brand of women's clothing, such as Gloria, Europe, and so on, has been working on this market as early as the end of the last century. But in the past more than 10 years, the brands of local women's wear brands still haven't grown up to match the brands of sports goods, men's wear and international women's wear brands.

The situation of high-end women's clothing is relatively good. Ranzi, white-collar, Mass Phil and so on are the top ranked brands in the industry.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > children's wear < /a > underwear is also a very important part of the clothing industry.

But overall, the development of these two industries in China is not very mature.

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The same starting point, similar development route, eventually formed a completely different market competition pattern. < p >

We can comb out the following key development logic: < /p >

< p > the key word in the industrial age is "scale effect".

The cost of producing 1000 pieces of 10000 clothes and ten garments is different. The factory is more willing to accept the former.

And 100 of the 100 garments are produced by all factories.

Large scale operation makes business profitable.

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< p > on the other hand, in the circulation of commodities, the low efficiency of channels is the limiting factor of all brands.

In the age of planned economy, there is no market for free circulation of commodities. After the reform and opening up, China's commodity circulation system was built on the basis of nothing.

The agency system is now widely criticized, but local clothing brands began to widely adopt this model to expand. It is a matter of more than ten years ago since the late 90s.

Tier agents also result in a price increase.

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The result of "P > scale oriented and inefficient channel is the rapid development of standardized and high premium industries, and the personalized and popular products are struggling.

Specific to the clothing industry, the former corresponds to sports goods, business men's clothing, high-end women's clothing and other industries, the latter corresponds to the public leisure wear, women's clothing and other industries.

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