服饰行业研究

摘要



本文从宏观角度对我国服饰行业进行了系统研究，总结了服饰行业现况、服饰行业未来发展趋势以及服饰行业战略。目前，我国服饰行业发展迅速，服饰行业发展中出现了多种趋势，包括品牌丰富、价格市场化、生产缩减化和服务标准化升级等方面。在未来，随着服饰消费群体的不断变化和发展，服饰市场将朝着更加分化、个性化方向发展。服饰行业企业应该依据市场发展趋势制定有效的战略，从而在激烈的市场竞争中立于不败之地。

关键词：服饰行业；市场趋势；未来发展；战略

Introduction

Todays Chinese clothing industry is experiencing rapid development, as it has been developing with the Chinese economy since the beginning of the reform and opening-up policy of China since late 1978. To some extent, the growth of the China clothing industry serves as a reflection of the huge growth of Chinese economy in the past few decades. This article is focused on the analysis of the Chinese clothing industry from various aspects, including the Chinese clothing industry macro-environment, the current trends in the Chinese clothing industry, the potential trends and issues relating to the Chinese clothing industry. Moreover, based on the trends and issues, this paper will provide several avenues of strategy for apparel companies to successfully take in the competitive environment.

Analysis of Chinese Clothing Industry

Analysis of Macro-environment

The Chinese clothing industry is a part of the multicultural and historic Chinese culture. Besides, with the growing of the Chinese economy, the Chinese clothing industry is becoming much more international. From a macro economic perspective, the Chinese clothing industry is deeply embedded in the development context of the fast growing Chinese economy. According to the National Bureau of Statistics of China, the total output of China’s clothing industry was 5.6 trillion yuan in 2018, with an average annual growth rate of 10.3% for the past five years, which demonstrates the strong potential of the Chinese clothing industry.

Meanwhile, the Chinese consumer market is also, in many respects, quite tolerant of foreign brands, which results in the enhancement of people’s trust in foreign brands. Especially with the further development of internet, consumers are able to access and explore foreign brands more easily, which is beneficial for the development of the Chinese clothing industry.

Analysis of Current Trends

From the perspective of the current trend, the Chinese clothing industry is undergoing rapid developments, and there are a few aspects of the trends that are worth noting. Firstly, the Chinese clothing market is brand-rich. With the rise of domestic brands, foreign brands entering the Chinese market, and general service suppliers entering the market, the market of the Chinese clothing industry is becoming more and more diverse.

At the same time, the Chinese clothing industry is becoming more price oriented. As the demand for low-cost but aesthetically pleasing clothing is increasing, the Chinese clothing market is tending to become more price-oriented, and retail companies are increasingly focusing on not only product quality, but also on prices.

Moreover, the China clothing industry is decreasing in size and increasing in service standards. Many manufacturers in the Chinese clothing industry are decreasing the scale of production and shifting to a service-oriented attitude, meaning that instead of producing in bulk with industrial production methods, they are focusing more on providing a high-level of individual customer service.

Analysis of Future Trends

Given the current trends and developments of the Chinese clothing industry, there are a few potential trends worth noting in the near future. Firstly, with the changes in consumer demographics, the Chinese clothing market will become more diversified and personalized. Specifically, there is an increasing demand for personalized clothing, and due to social media, styles and tastes are becoming more and more diversified, which will create new opportunities in the industry for suppliers.

Secondly, the Chinese clothing industry is becoming increasingly environmentally conscious. As consumers become increasingly aware of the environmental impacts of the fashion industry, there is a growing demand for environmentally friendly apparel. In the future, more and more businesses in the industry will increasingly focus on sustainability and company consciousness, which will be beneficial for the health of the industry in the long run.

Finally, with the rise of internet technology, the Chinese clothing industry is also seeing a rising trend in online sales. The consumer demand for online shopping of clothing items is clear and present, and this trend is likely to continue in the future, as more and more apparel companies start to leverage the internet and online sales to reach out to more consumers.

Analysis of Strategic Opportunities

Given the macro-environment and the developing trends of the Chinese clothing industry, there are some strategic opportunities the companies in the industry should leverage. Firstly, they should focus on building strong brands. With the rise of foreign brands and general service providers in the market, companies should focus on building strong brands, both domestically and internationally, in order to gain a competitive edge.

Secondly, companies should focus on diversifying products. With the diversification of the consumer markets, companies should focus on diversifying their product lines and catering to different demographic groups in order to build stronger relationships with their customers.

Thirdly, companies should focus on improving service standards. Given the tendency of the industry to become more service oriented, companies should focus on providing better service for their customers, such as offering custom services, customer loyalty programs, and other complimentary services in order to build relationships with their customers and gain greater market share.

Conclusion

In conclusion, the Chinese clothing industry is undergoing rapid development, and there are several developing trends that are worth noting, including brand-richness, price-orientation, production reduction and service standard improvement. In the near future, the Chinese clothing industry will become more diversified and personalized, with an increasing focus on the environment and online sales. Apparel companies should focus on developing strategies to take advantage of these opportunities, including building strong brands, diversifying products and improving service standards, in order to gain a competitive edge in their respective markets.