The Serious Homogenization Of Garment Industry Will Inevitably Lead To "Excess" In The Industry.

< p > 2012, for China's < a href= "//www.sjfzxm.com/news/index_c.asp > > garment industry < /a >, it can be described as gloomy and gloomy.

Lining, PEAK, Anta and a series of sports and leisure brands, which were once popular for a long time, were deeply trapped in the "closed shop boom". In the A share market, the annual share price of American bond clothing, Huarun Jinhua, Luo Lai home textiles and Semir clothing were all over 40%.

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< p > at the 2013 annual meeting of the Boao forum for Asia, the dilemma of the apparel industry has become the focus of attention of the guests.

As a general manager of a clothing enterprise, the chairman and President of the city beauty a href= "//www.sjfzxm.com/pioneer/" > Zheng Yaonan < /a > told reporters that at present, the threshold of China's clothing industry is not high, the number of entries is large, the phenomenon of homogenization is serious, and products, stores and even marketing means are all seriously convergent.

This series of problems lead to poor selectivity of consumers, which will inevitably lead to "excess" in the industry.

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< p > the collective sports and leisure clothing brand that has been developing rapidly in the past few years has encountered Waterloo. Zheng Yaonan said that in the face of the rapidly changing market demand, Chinese clothing enterprises did not go to the road of pformation in a timely manner, and failed to seek new changes.

"Sports leisure brand homogenization is serious, product line is too concentrated, the target audience scope is narrow, all focus on young people aged 20 and 30 years old, shop expansion is too fast, dragging the capital chain", Zheng Yaonan said, these three reasons make Chinese sports brand like a trapped animal, deep in mud algae.

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< p > despite the worrying market situation, Zheng Yaonan has led the urban beauty to expand in the market of "a href=" //www.sjfzxm.com/news/index_f.asp "underwear" /a.

By the end of 2012, the year-end sales of urban beauty had exceeded 4 billion yuan, and had more than 4000 stores in the whole country, becoming one of the largest underwear chain enterprises in China.

"We plan to use five years to expand from 4000 stores to 10000 stores," Zheng Yaonan told reporters.

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In the face of the overall decline in the textile and clothing industry, Zheng Yaonan's "Wan shop" plan will be the month of water? Facing the question, Zheng Yaonan said that the clothing market in China is at a high growth stage, and the consumer's demand for underwear, home clothes, bras, warm clothes, body clothing and even socks is no longer restricted to the old products, fashion, quality, taste has become the theme.

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< p > of course, external demand does not guarantee that an enterprise has the chance of survival and development.

Zheng Yaonan said that urban beauty will ensure future growth through multiple innovations and hard work.

"R & D innovation, store sales innovation, marketing mode innovation, information innovation and so on, we have been seeking innovation and change", Zheng Yaonan said, "taking information technology as an example, we started building an enterprise information platform four years ago, and is an industry tycoon such as IBM and SPA, pushing product research and development with demand side information.

Through the implementation of store information, urban beauty has achieved automatic replenishment and intelligent scheduling for terminal stores.

It is precisely because of the early layout of information technology to effectively protect the urban beauty store expansion plan.

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< p > with the rapid development of China's underwear market, Vitoria's secrets, Ttiumph and other international giants are also accelerating the penetration of the two or three line market.

In the face of increasingly fierce competition, Zheng Yaonan said that these competitors have obvious advantages, but domestic brands also have their own opportunities. Training basic skills is the foundation for competition.

"As a domestic brand, we have local advantages, industrial chain advantages and price advantages," Zheng Yaonan said. As an innovator of "one-stop sales mode", the urban beauty will practice its own "fast fashion" concept through innovative service experience and innovative product structure. "We will support the rapid development of enterprises in the future with the high growth of the two or three line city market".

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