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					Fashion Accessories
Garment care label accessories: grades increased demand brought about industry
growth
Domestic garment care label accessories industry, mostly SMEs, generally low grade
of products, but the cost and localization obvious advantages. Garment care label
accessories needs progressively higher grade with acceptable prices, the domestic
garment care label accessories business by virtue of the cost advantage of mid-range
products in the field, gradually increasing firm size, R & D capabilities and
marketing networks, reduce the garment care label and the international auxiliary
enterprises gap. Garment care label accessories needs: an acceptable grade and
gradually increasing the price
Garment care label brand gradually on the rise, clothing care label export enterprises
gradually to ODM / OBM business model changes, demand for clothing care label
accessories grades increased sensitivity, price sensitivity decreases in the demand for
high-grade garment care label accessories gradually released.
Domestic garment care label accessories Enterprises: With cost advantages gradually
reduced with the international garment care label accessories business gap
International Garment care label accessories business in the field of high-end products
have an absolute advantage, but a large enterprise scale, global marketing network
and maintain the necessary technical superiority are very high R & D
investment, leading to mid-range products to the market expansion is limited.
Domestic garment care label accessories industry, mostly SMEs, generally low grade
of products, but the cost and localization obvious advantages. Garment care label
accessories needs gradually increasing grade and acceptable price, the domestic
garment care label accessories business by virtue of the cost advantage of mid-range
products in the field, gradually increasing firm size, R & D capabilities and
marketing networks, reduce the garment care label and the international auxiliary
enterprises gap.
Enterprises to invest in value judgments: size, R & D, marketing virtuous
circle
Have the scale, R & D, marketing virtuous cycle of domestic garment care
label features accessories company, is expected to become the leader in this process.
First, demand characteristics of the industry
(A) of the garment care label accessories grade: depends on the quality and design
Garment care label care label clothing accessories that the production process, in
addition to materials other than fabric. Garment care label accessories divided by
function and application of parts, including: clothing care label lining, garment care
label wadding, lining garment care label, garment care label bedding, cable-like
material, closely linked to materials and trademark. Garment care label accessories
divided by raw materials, including: clothing care label textile accessories, garment
care label Chemical accessories, hardware, clothing care label printing accessories
category.
Garment care label main performance accessories and decorative performance
properties for the taking. After taking the use of performance that can wear to keep a
good appearance, clothing care label production process is easy sewing, garment care
label on the human body can maintain a comfortable feeling. Decorative Performance
refers to the clothing care label through the appropriate selection and matching
accessories, reflect trends or design concept designer clothing care label. Garment
care label on the main performance accessories, clothing care label evaluation grade
of the main standard accessories: 1, excellent product quality. 2, product design fully
reflects the trend or garment care label design concept.
(B) of the garment care label grade accessories demand and price sensitivity: depends
on the garment care label business model
Normally: OEM business model of clothing care label profits come mainly from the
production and processing sectors, the product grade and low profit margins; OBM
business model of the garment care label profits from the circulation, the product
grade and margins high; in OBM business model: relative to the industrial production
of apparel brands, high fashion brand identity and consumer show better taste, the
highest grade of products and profit margins. Garment care label according to
industry practice, low-grade garment care label must use low-grade fabrics and
accessories, high-end clothing care label usually high-grade fabrics and accessories.
Relative to the OEM business model, OBM business model on the garment care label
accessories low price sensitivity, high-grade sensitivity, OBM senior business model
on the clothing care label fashion accessories brand price sensitivity the lowest grade
on the top.
(C) a significant industrial properties: high-quality customers to share industry growth
The best choice for garment care label accessories company's major
customers are manufacturers clothing care label, as of February 2008 company in
China garment care label for the total number of 14,484 homes, high customer
concentration. Directly to business and high customer concentration garment care
label accessories with industrial property. In recent years, gradually shorten the period
by the fashion, garment care label an increasing trend for small-scale enterprises, the
impact of short-cycle production, garment care label accessories in line with trends on
the basis of the gradual shift towards small quantity and variety, fast delivery, garment
care label accessories have led to some consumer attributes, but directly to corporate
and high customer concentration caused by garment care label accessories for
industrial property was still dominant. Reference to the characteristics of industrial
sales and apparel care label competition in the industry full of practical, high quality
garment care label accessories customers significant competitive advantage is usually
branded apparel care label companies or products high grade garment care label
business.
Future growth of such enterprises is relatively clear, substantial and relatively stable
volume of orders, is the garment care label accessories industry growth companies to
share the best choice.
Second, the industry needs: an acceptable grade and gradually increasing the price
(A) of the garment care label domestic market: garment care label brands in the
ascendant
Garment care label brands have seen the rise of evidence. Above clothing care label
wholesale retail sales growth continued to outpace total retail sales growth, but the
garment care label and the garment care label class category CPI PPI, long departed
from the overall CPI, the main reason is the garment care label intense competition
among enterprises, product homogeneity serious, the price is a common means of
competition among enterprises. Focus on large-scale retail enterprises clothing care
label products sales growth and quota garment care label wholesale more than the
total retail sales growth is almost same, but the focus of large-scale retail enterprise
sales of apparel care label products increased faster than sales speed. In view of the
domestic large department still is the high-grade garment care label branded products
into China the main sales channels and world-renowned garment care label
brand-average performance, indicating the value of the brand and the market is
gradually accepted by consumers.
Garment care label brands can be created within a short period. 1, the
brand's own law of development. The initial creation of the brand does not
have the influence to drive growth mainly depend channels. Brand growth stage
influence gradually enhanced, channels, complementary drive and brand influence.
Related consumer survey, 53.3% of consumers tend to the clothing care label brands
abroad, in favor of the domestic brands accounted for only 16.7%. Low brand
influence speaks, the influence of domestic brands is still limited. 2, the brand of
supply and demand basis. According to the "Eleventh Five Year
Plan", in 2010 China's urban and rural per capita income will
reach 13,390 yuan, 4,150 yuan. With the per capita income of urban and rural areas
increased steadily, garment care label brand based consumption will be more solid,
but taking into account the reality of our country are significant differences between
rich and poor, of the total population will be the first few high-income groups have
the spending power of the brand. Brand consumer demand from developed countries,
most of the middle class population, China is not yet fully equipped with the brand
most consumers spending power, brand consumer market is relatively limited. 3,
historical experience. Japan, for example, 60-70 last century, Japan's rapid
economic development, garment care label consumption began to rise, consumer
trends favor of Europe and the United States, clothing care label business strategy is
to follow and imitate the main European and American fashion trends, use of
"convenience shop "and share new channel model industry
growth. With the rapid growth of consumption, consumer demand for more diverse,
clothing care label business by market segments, large-scale emergence of fashion
stores. 80 years on the basis of the market segments gradually bred the
world's leading designers and brands. Taking into account the clothing care
label China a major competitive way companies price, brand, market segmentation
based on a large scale has not yet begun.
(B) of the garment care label export markets: the ODM / OBM models into the
general trend
China's apparel exports to use more care label OEM production model, the
product grade is generally low, fierce competition among enterprises,
"keep        the    prices   down     run     quantity"      is    the
enterprise's competitive strategy generally adopted, the resulting low profit
margins, market and cost very sensitive to fluctuations. RMB appreciation, rising
labor costs and raw material costs rose sharply under the influence of the amount of
clothing care label export growth continued to decline. Change the business model,
improve product quality, out of the vicious circle of price competition, the ODM /
OBM models into the general trend.
(C) of the garment care label accessories needs gradually increasing grade and
acceptable price
The rise of clothing care label brands, clothing care label export enterprises to ODM /
OBM business model changes, demand for clothing care label accessories grade
sensitivity increased demand for garment care label accessories reduce the price
sensitivity, high-grade garment care label accessories demand will be released. Taking
into account the clothing care label is not a short-brand clothing care label may create
and export enterprises to ODM / OBM business model development can not be
completed in the near future, the garment care label care label clothing accessories
enterprises to use the grade will gradually increase, that demand for clothing care
label accessories gradually increasing grade and acceptable price.
Given the lack of relevant statistical data, by way of summary estimate approximate
replacement garment care label in the high demand growth Accessories: 1, high-grade
garment care label clothing accessories demand growth should be higher than the
growth rate of the overall demand for care label accessories , between the domestic
garment care label brands in the high-end accessories demand growth, export of
garment care label business growth in demand among high-end accessories. 2,
garment care label industry sales growth instead of garment care label similar to the
overall demand growth accessories. 3, focusing on large-scale retail enterprises
clothing care label category sales growth of approximately substitute for domestic
garment care label brands on the high demand for clothing care label accessories
growth. 3, garment care label products export trade in the way the higher grade
general trade export growth instead of the export garment care label similar
enterprises in the demand for high-end clothing care label accessories. Anticipated
demand for high-grade garment care label accessories growth remained at around
20%.
Third, industry supply: With the cost advantage of gradually reducing the gap with
international companies
(A) of domestic firms: market concentration is low, the low grade of products, cost
advantage is obvious
Domestic small and medium enterprises account for garment care label accessories
vast majority of these enterprises mainly produce low-end products, the stability of
poor quality, a serious of vicious competition among enterprises, leading garment care
label accessories market concentration is low, the product is generally low grade .
Localization of domestic enterprises in terms of cost and obvious advantages,
"Chinese clothing," the survey data show: price advantage in
the garment care label accessories business to choose the main reason for the
domestic side, while understanding the local market is the domestic side of the main
advantages of auxiliary enterprises .
International Garment care label accessories business in size, strong R & D
and marketing, only focus on the lucrative high-end products and to take absolute
advantage. "Chinese clothing," the survey data: quality
assurance and design are more representative of trends in the garment care label
imported fabric and accessories business to choose the main reason. YKK zipper
company leading the world, for example, the zippers about 16 billion yuan in output
value in the world with more than 40 countries and regions, more than 90 factories
and sales offices in Shanghai, Dalian and Shenzhen, with manufacturing enterprises,
Mainland cities, with sales organizations, products occupy the zipper industry
world-market share of about 80%.
(C) cost advantage by virtue of gradually reducing the gap with international
companies
International Garment care label accessories company with the scale of R &
D and marketing prowess in the field of high-end products have an absolute
advantage. Large enterprise scale, global marketing network and maintain the
necessary technical superiority are very high R & D investment, leading to
the international garment care label accessories enterprise products can only be
limited to high-margin premium products, mid-range product market segment to
expand capacity limited. Domestic garment care label accessories industry, small and
medium-sized, generally low grade of products, garment care label with an
international company can not match the cost of accessories and localization
advantages. Domestic garment care label products accessories company in the field of
low-grade raw materials and profits by the impact of drastically reduced labor costs,
but in the mid-range products in the field still have a comparative cost advantage.
Demand in the garment care label grade and accessories at affordable prices gradually
increase, domestic garment care label accessories business by virtue of comparative
cost advantage, gradually increasing firm size, R & D capability and
marketing network, and gradually shorten the garment care label and the international
auxiliary enterprises gap, share industry growth.
Fourth, business investment and value judgments: size, R & D, marketing
virtuous circle
Have the scale, R & D, marketing virtuous cycle of domestic garment care
label features accessories company, is expected to be gradually reduced and the
international garment care label accessories business leader during the gap.
1, scale: raw materials and labor costs rise, companies have scale advantages easier to
digest the adverse impact of rising costs, anti-risk ability was stronger than SMEs.
Size of the business advantages of funds also means advantages in equipment, R
& D and marketing network of high-level inputs can enhance the research
and development level.
2 → R & D scale: a high level of equipment and R & D
investment, product innovation, continuous improvement and upgrading products and
profitability increased bargaining power to effectively prevent the homogenization of
vicious competition.
3, the scale of R & D → → Marketing: clothing care label accessories
industrial property clear, high quality garment care label accessories customers
significant competitive advantage is usually branded apparel care label companies or
products high grade garment care label business. Such customers usually sensitive to
higher grade of products, tend to choose a reputable, high level R & D
suppliers. Advantage of scale and R & D strengths and then into marketing
advantage, so companies to fully share the industry growth.
4, scale → → Marketing → R & D scale: full share on the basis of
industry growth, corporate growth through endogenous or extension-type growth (M
& A domestic garment care label accessories business, and international
garment care label accessories business cooperation) to continue expand the scale of
enterprises, promote the upgrading of R & D and marketing, and gradually
narrow the garment care label and the international auxiliary enterprise gap.
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