Clothing Professional Manager He Jun: Current Situation Of Chinese Trousers Industry

1. look at Chinese trousers industry from the perspective of enterprise growth law.

1) during the start-up period: the scale of production was small, with several machines and family workshops built up; few personnel, few professional managers, making full use of family strength, low psychological contract costs, strong cohesion, few channels, no management planning, lack of management experience, adopting paternalistic management, integrating management rights and ownership, bringing family family development into the management culture of enterprises, limited funds, strict control of costs, and strive to quickly complete the accumulation of primitive capital.

At present, the vast majority of trousers industry in China's trousers industry is in this stage.

　　2) 发展时期：生产规模急需要快速扩大，不断引进先进的设备;团队人数成倍增加，但操盘手不专业、老板大多不是科班出生，容易犯病：如目光短视、独断专行、缺乏诚信、忽视激励、管理粗放、盲目多元、疑虑下属、营销偏向、盲目追风、盲目创新、急功近利;管理层近亲繁殖，平均素质和学历偏低，因人设事，急需要引入人才、职业经理人、核心高级岗位人员，开始制定人才培训计划，建立人才培养、选拔机制、完善绩效考核工作，团队建设管理工作显得尤为重要;渠道数量直线上升，渠道矛盾经常发生;管理方面开始导入现代化管理体制，仍摆脱不了家族式的传承制度、经营权与所有权无法分离，所有制度与管理制度、家族管理弊病常有发生、权利与利益的再分配是个重大难题、家族力量是是核心力量。

Capital has greatly improved compared with the start-up period, and initially completed the accumulation of original capital.

Quite a few parts

3) mature stage: the scale of production has reached the domestic scale, the advanced equipment and the production process are relatively perfect, the team building is relatively stable, the introduction of senior professional managers, personnel training, selection mechanism and performance appraisal systematization; the scale of the channels and the channel relationship are relatively stable; the modern management system is adopted in management, and the separation of management rights and ownership is largely separated; brand awareness is higher, brand effect is better, evolution to international brands, capital is relatively abundant, capital accumulation is completed, and capital operation stage is entered.

At present, only a few trousers industry brands are in this stage.

2. look at China's trousers industry from the perspective of industry development

1) the Chinese trousers industry has three stages: the first stage is the typical seller's market centered on production; the second stage is the demand centered, the product oversupply is the buyer's market; the third stage: Taking the brand as the center, as the market turns to the buyer's market, the market form is developed from monopolization to oligopoly, and the concept of famous brand is getting stronger and stronger.

3. look at Chinese trousers industry from the angle of production.

1) production capacity: the Chinese trousers industry produces at least a few billion pieces of production every year, and China has cheap labor and huge

2) form of production: the vast majority of Chinese trousers industry is a typical "processing enterprise".

Gradually change from production and processing to brand processing.

3) production technology: the main factor that restricts the development of trousers industry is the modernization of equipment. Due to the lack of advanced production technology and equipment, the industry is changing from traditional manufacturing to modern fashion industry, and gradually changes to technology, knowledge and fashion industries.

4) industry distribution: the Chinese trousers industry is mainly distributed in Guangzhou, Haifeng, Zhengzhou, Quanzhou, Hangzhou, Zhuzhou, West Liu, Shijiazhuang and other places. Along with the coastal industrial pfer, many local governments have revitalizing the urban economy with clothing, the tide of industrial pfer in the Midwest provinces, the pfer of industrial bases from coastal areas to the mainland, and the construction of garment industrial parks all over the country.

On the whole, the core of trousers industry is still in the East, and the core of industrial resources is in the central and western regions.

5) production difficulties: the shortage of trousers industry brand recruitment, the pressure of shortage of talent, the low quality of workers and the bottleneck of personnel mode.

4. look at Chinese trousers industry from the perspective of design

1) Designer: the designer of the domestic pants industry is seriously short of outstanding designers, especially the internationally renowned designers. The domestic clothing design institutes should cooperate with the enterprises to run schools and cultivate more excellent and huge designers.

2) design cycle: weak design capability, long design cycle and long new product development cycle.

3) design works: the similar phenomenon of design works is too serious. It stays in the traditional design management mode, and the design means stays behind the backward stage of paper lofting. It is difficult to develop products that are marketable, and the ability of innovation of new products is weak. This phenomenon makes the pants industry very embarrassed.

5. from

1) products: the industry has broken past single varieties, constantly developing new products, expanding product categories, and constantly enriching the product structure. Men and women, jeans, men and women, chemical fiber, men and women leisure products, fashion, comfort, self-cultivation products, single product brand expanding four seasons products, creating a four quarter pattern.

The subdivision of trousers industry is becoming more and more detailed. It develops from vertical, horizontal and multiple directions in terms of product category, grade, function, marketing mode, service crowd classification, service area segmentation and so on.

6. look at China's trousers industry from the consumer market

1) the main battlefield of China's trousers industry consumer market is the domestic market, and the proportion of domestic exports is very small. China is the largest consumer country of the world's 1/5 population. The trousers industry mainly aims at the two or three line market and the rural market. Most of China's first tier market is occupied by the brand. The biggest potential market of trousers industry is in the countryside. The overall price of the trousers industry is generally low. Most of the trousers industry's products sell mainly in the wholesale market and the big circulation.

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7. look at China's trousers industry from the perspective of brand development

1) Chinese pants industry brand has a small number of strong and powerful brand management enterprises, they have strong research and development ability, production capacity, sales ability, such as Bestn, nine shepherd, etc.; most of them are small and medium production and marketing enterprises, have certain production capacity, but the channels are not perfect, the sales ability is not good; and a small part is foreign trade enterprises, sales and virtual business enterprises.

2) our country is a large garment country, but also a big pants industry. But it is not a brand power. It is still in the initial stage of brand. Currently, the most influential trousers industry brands are Bestn, nine Mu Wang, tiger capital, Khun Na, Wen Shi te, M·SUYA and Ya Li Da. Most of them are single brand.

Enterprise structure, production development, production management, product design, marketing planning, brand operation, capital operation, market competition, comprehensive management and so on are relatively weak. Profitability is relatively low. In the battle market, the trousers industry has not yet formed a strong brand group, has not formed the brand scale effect, and does not have strong international competitiveness, and brand awareness needs to be strengthened urgently.

Fortunately, the brand of trousers industry is moving from "made in China" to "Chinese fashion".

3) the brand creation mode of Chinese trousers industry is mostly based on the family business mode, the "husband and wife" and "brothers link", and so on, and the factories with one or more powerful forces as the core, and make up the trousers industry brand concentration camp, such as Haifeng trousers industry and Zhengzhou trousers industry.

The trousers industry is short of brand accumulation time, homogenization of products and intense competition. Most of the trousers industry brands are ambiguous in core value orientation and unclear in core concepts. The Chinese trousers industry brand is taking the route development of product branding, business diversification, enterprise branding and group shareholding.

Go all the way to the world, brand name and trademark design are almost identical, crazy plagiarism, worshipping foreigners, finding a famous trademark as a lover, tying a brand name to annoying people, inserting the ball into the ball, turning it into a "four impractical", falling into a brand name misunderstanding, making the brand difficult to produce, making an inestimable negative impact on the creation of trousers industry brand, causing the brand moral defects, short life of the brand camps, ignoring the brand's conscientious work, building independent brands, and keeping a solid business operation. 4) the Chinese trousers industry has a brand concept in mind, most of them are branding the brand, speculation, embezzlement of other enterprises' brand names, imitation of borrowed light, rush to Mark trademarks, and mark a trademark.

Take the lead in opening up the road for famous brand creation from the ideological position.

The destination of brand development of trousers industry is not self-improvement or nationalization, but also marketization and internationalization.

8. look at Chinese trousers industry from marketing strategy

Strategy: strategy is closely related to corporate culture. Any brand that has survived and developed for a long time has its cultural connotation of inheritance.

The rapid rise of trousers industry and the sharp contradiction between the lag of informationization and the sharp contradiction between the basic accumulation of primitive accumulation and the backwardness of traditional management are the basic contradictions of the trousers industry brand. The current situation of Chinese trousers industry must immediately go to the road of promoting industrialization with information technology. Some of the stronger brand management enterprises will take the following steps: listing expansion, merger and reorganization, industrial pfer, industrial pattern and so on, and optimize the resources of garment enterprises, and form a garment group through capital operation, linkage with the upstream and downstream industries chain, and gradually integrating domestic resources.