Is the e-commerce of luxury goods promising?

- Aug 21, 2019-

     Recently, with the change of consumption mode and the upgrading of urban function planning, China's textile and garment market is standing at a historical inflection point in the face of the change of new economic growth mode.Compared with the channel upgrading of the professional market in the past, the new round of transformation and upgrading is more breakthrough and innovative on the basis of continuation and inheritance, and takes setting up new positioning and achieving new goals as the priority, presenting a series of new directions and trends.

Intensive change traditional competition pattern

     Nowadays, professional market management intensive, are leading professional market in combination with characteristics of their respective scientific positioning, safe and orderly promote merger and reorganization of "zombie" market, through the industrial resources, idle venues, the comprehensive utilization of idle facilities, guide the professional market has the potential to do bigger and stronger, leading the market in China.For example, leading markets such as guangzhou baima clothing market, hangzhou sijiqing market and haining leather city have been continuously developing management output and brand expansion for many years, which greatly enhanced the market influence while realizing the full application of resources.

    From the perspective of comprehensive competitiveness, professionals in the industry said that it is urgent to establish and improve the property rights system, talent introduction and training mechanism and enterprise governance structure in the textile and apparel market.In the process of market hardware and software environment transformation, market positioning and consumer demand should be adapted to avoid one-sidedness.

    The intensification of merchant management is mainly reflected in the optimization of merchant structure by professional market, the introduction of modern enterprise system, the improvement of the level of corporatization, and the attraction and training of professional talents such as buyers, shopping guides and store managers.For example, in 2017, Beijing wufang tianya Internet + women's wear experience center made a drastic reduction of merchants and sorted out the brand structure, reducing the number of merchants from 1156 to 542, creating favorable conditions for powerful merchants to seek greater development space.

    The intensive operation mode is reflected in the fact that the enterprise is actively trying the intensive development mode such as joint purchase, chain operation and joint distribution to improve the rapid response of the market and meet the personalized and diversified needs.For example, jiangsu changshu tianhong clothing mall launched t-hong tianhong brand integration store as early as 2016, and guangzhou baima clothing market built BM original collection stores in hunan, hubei and other places in 2017, all of which are active explorers of model innovation.

Specialization strengthens core competitiveness

     For professional market, professional development is more reflected in management and service, because the professional textile and apparel market in the new era is a professional place to provide professional goods to professional buyers through professional management and service.

Specifically, the specialization of management is reflected in the aspects of team building, system building, organizational structure building and market operation efficiency.Service specialization is reflected in channel expansion, brand incubation, industrial service, consumer service capacity and urban function, and public service platform construction and application.Buyer's specialization is reflected in the market trend, terminal demand, product development and design, quality and channel control;The specialization of commodities is reflected in the satisfaction of buyer and terminal consumption demand and the degree of mining potential demand.The professionalization of the place not only refers to the professional market as the circulation platform of the industry, as well as the professional circulation distribution center of textile and garment products, as well as the wholesale and distribution business. Meanwhile, the professionalization of management, service, buyer and commodity also constitutes the professionalization of the place.

    Nowadays, the textile and apparel professional market in the new era gradually moves from extensive scale expansion to deep cultivation, from basic property management to self-management chain, and from single industrial circulation channel to industrial public service platform. Professional development will be the urgent requirement of the professional market based on the new situation.

We will create new drivers of growth through smart channels

    Nowadays, the intelligent development of the professional market has become the driving force to promote the transformation and upgrading of the professional market, and also to lay a solid foundation for the efficiency and competitiveness of high-quality innovation and development of the professional market.Intelligent development refers to the professional market through the application of information technology, promote the market site, place, scene and other "three" information upgrading and transformation, and carry out information services for small, medium and micro enterprises, to achieve a new positioning of industrial chain service platform.

    Industry insiders believe that in the early stage of intelligent development, the focus is to improve the construction of information infrastructure, promote the application of intelligent equipment and facilities, intelligent monitoring and other information technologies, and build an intelligent site.We will improve the market data collection and monitoring system, deepen the sharing and utilization of information resources, and build an intelligent place.Build public service platforms such as intelligent search and information push, promote the instant transmission of consumer information to the industrial chain, and build an intelligent scene.

    Future, professional market intelligence development focus on service professional market and micro, small and medium enterprises of industrial cluster as the basic starting point, around precision marketing, merchants, merchandise, shops and consumers the elaborating management, industrial chain upstream and downstream rapid response to build the information system, timely and accurately capture consumer demand, to design research and development, material, production, marketing, logistics, forming industry data center, promote industrial structure from production orientation to consumption-oriented, finally realizes the service for the masses of micro, small and medium enterprises to provide the whole industrial chain.

Branding increases new market value

    China's textile and apparel market has an inseparable natural connection with thousands of small, medium and micro enterprises in industrial clusters. These small, medium and micro enterprises are the foundation of cultivating local independent brands.Therefore, it is necessary for the textile and apparel professional market to shoulder the responsibility of brand incubation and continuously input excellent independent brands with room for growth.Brand development is not only the needs of the industry development, but also the needs of the professional market itself.The coordinated development of regional brands, market brands, product brands and urban brands is more suitable for the needs of industrial progress, consumption upgrading and professional development.

    Taking China apparel growth brand selection conducted by China textile association circulation branch since 2010 as an example, 35 brand incubation bases and 627 China apparel growth brands have been selected so far, and they have played an active role in promoting the development of product branding.

     Under the principle of intensive development, textile professional market adhere to the brand development path, the foster of product brand at the same time, more important is to establish a regional brand, market brand, product brand of the trinity system of brand development, and actively into the urban brand construction, this is not only the need to maximize play to the brand effect and value, and fully meet the needs of the broad masses of the people a better life.

Green construction of a new market ecology

    Saving resources and protecting the environment are our basic state policies.From the perspective of textile and apparel market, in recent years, China's urban structure adjustment and function upgrading have put forward higher requirements for the textile and apparel market. Green development is an objective demand under the new normal and an inevitable choice for the sustainable development of the professional market.

    Has been written in the circulation of China textile industry association branch of green textile professional market evaluation standard "proposed that professional market including greening development planning and site selection, construction design, equipment, facilities, environmental management, fire safety, resources, energy management, store management and service and 8 indexes, greening development provides a blueprint for professional market.

     Guangzhou cotton tree international fashion city is the first commercial enterprise in guangzhou to pass the inspection and acceptance of clean production in guangzhou. Both guangzhou white horse clothing market and guangzhou cotton tree international fashion city have passed the IS014000 environmental management system certification, becoming the pioneer of green development of professional market.

     In addition, in recent years, the national textile and apparel professional market are increasing self-discipline, has carried out a lot of work, including to 7 consumers return system, to set up the protection of intellectual property rights system, establishing the dishonest merchants "blacklist" system and punishment mechanism and a series of measures, in the professional market development level, shaping professional market has played an important role in image quality, development of greening increasingly becomes the key competitive advantage in the professional market.

Internationalization seeks new market space

     In the context of global economic integration and international textile and garment industry transfer pattern, the professional market constantly strengthens international exchanges and cooperation through "introducing and going out", including expanding overseas channels, building domestic and foreign trade development platform, introducing foreign advanced management concepts, brands and talents.

    In terms of seeking international development space, zhejiang yiwu commodity city has built an international supply network and sales channel of "buy the world, sell the world" by virtue of its strong regional advantages and resource integration ability.Guangzhou cotton international fashion city carries out in-depth cooperation with China and Italy, China and South Korea in the fashion industry, and jointly innovates and launches an international HIVE-SHOWROOM model. By introducing overseas excellent brand resources and designers, it improves the sensitivity of local brands to the trend and cutting-edge design.Haicheng xiliu garment market has actively participated in the trial of national market purchase and trade, carried out the "silk road · xiliu post" activities, and set up the "One Belt And One Road" outbound haicheng sub-station of the trans-eurasian continental bridge railway on the eastern line, so as to broaden the sales channels for merchants and facilitate the development of international trade.

     In the future, the international development of the professional textile and apparel market will continue to focus on the countries along the "One Belt And One Road" route, and build overseas marketing, after-sales service and warehousing and logistics network through new construction, merger and acquisition, equity participation and cooperation, so as to promote the extension of domestic circulation channels to overseas.We will actively build cross-border e-commerce demonstration zones, focus on cultivating a number of professional markets combining domestic and foreign trade, and integrating business models with international standards, and realize integrated services such as exhibition, trading, logistics, warehousing and customs clearance.Therefore, international development is the only way for professional market to achieve brand, intelligent and professional development.

    Is not hard to find, intensive, specialization, branding, greening, wisdom, "six" internationalization, connected to each other, and form a system, is not only address the imbalance in the development of a new era of professional market and inadequate, fully meet the needs of the people's good life the inevitable requirement, but also will be improve the quality and efficiency, enhance the transformation and upgrading of professional market systemic and collaborative development of the important goals and direction.