Fierce Competition In Zhejiang'S Clothing Industry Is Not A Bad Thing.

The entry of international brands is not a bad thing for China's local brands. Whether it's operation management or brand concept, local brands in China have the opportunity to learn from each other and learn from them.

After the Spring Festival, Li Ning Co announced layoffs to reduce staff costs.

At present, the specific number has not yet been determined.

according to

What is the inspiration for the clothing industry in Zhejiang?

Shoes and clothing industry adjusted many moves.

"Indeed, the sporting goods industry is experiencing the most painful period in the industry. From the high income and high growth to the decline of the industry, the competition in the industry becomes more intense, and the brand will be left behind by the competition.

And the industry will change from multiple brands to the national market to a few brands to coexist with the national market. Some brands will become regional brands or subdivision brands, and the comprehensive national sporting goods enterprises will be reduced to 2~3.

Footwear and clothing industry independent commentator Ma Gang recently said.

He believes that the industry is entering the adjustment period, the annual growth of 20% in the past few years dropped to about 13% in 2011, and estimated that the growth rate in 2012 will further slow down to around 5~8%.

The merger tide has been staged in recent years, Lining.

However, Li Ning Co Ltd also said that layoffs are not simply for reducing costs.

The company announced that the organizational restructuring is aimed at optimizing the organizational structure and improving operational efficiency, and streamlining the functional departments of the logistic office, such as human resources, information and technology, so as to reduce the cost of human resources.

Lining group stressed that after the adjustment of the organizational structure, the overall strategic direction of the group will not change, and opening up the US market is becoming their next goal.

According to media reports, Lu Guangming, chief executive of digital Li Ning Co, recently said that China sporting goods company Lining will use the way of Internet and social media to enter the North American market and expand the US market through e-commerce websites.

The development of garment enterprises is facing difficulties.

Generally speaking, Chinese enterprises often use the "low price strategy" to enter the US market, and the impression that Chinese brands give to overseas consumers basically win at a low price.

However, Li Ning Co intends to give up this old road.

Lu Guangming said: "Li Ning Co is not going to enter the United States through low-cost strategy. We hope to achieve the goal through brand building and the latest brand concept, and through the main way of online retailing in the future."

In addition, in view of young people's high degree of activity in social media, digital Lining's products will be fully covered by the new media such as App online store and social networking.

Lu Guangming said frankly, brand building can not be completed in the short term. It will take decades for Chinese brands to become world-famous brands.

Lining will also make extensive use of cooperation with NBA stars to promote the philosophy of Oriental movement and expand the brand influence in all directions.

"In fact, last year's performance of the garment industry is not ideal."

A person in charge of the clothing industry association of Zhejiang told reporters that for local clothing enterprises, layoffs are normal.

"Last year's market is not good, many garment industries are facing increased factory costs, the impact of international brands flocking to China, and the impact of homogenization competition, the development of clothing enterprises are facing some difficulties.

The news of layoffs is not news in this industry.

"Every business has its own decisions. I don't think Lining's layoffs can explain the problem.

But as the same industry, we are also exploring what the problem is. "Zhou Long, director of Metersbonwe brand, told reporters that he had never bought Lining's clothes, not Lining's target customers. This also meant that the target group of Lining brand was located in the" post-90s ", and it seems that many consumers were missing.

Faced with an increasing number of competitors, Zhou Long believes that "the entry of international brands is not a bad thing for China's local brands. Whether it is operation management or brand concept, the domestic brands in China have the opportunity to learn from and learn from each other."

"Actually, in the clothing industry, it is a long-distance race, and running at this stage is not the last winner."

Zhou Long said he had confidence in local brands. "Before you went to Europe to buy a 200 euro dress, you felt that it was worth 500 euros because there was no such brand in China."

As people are tired of international brands' consumption, the aura on the international brand will gradually disappear, which is an opportunity for local brands to catch up.