The socialization of logistics guarantees provides market opportunities
“Sankei Weekly”: What is the market capacity of the national professional attire?
Jin Heping: According to ordinary people, the market capacity of professional clothing is about 200 billion yuan, which is only a part of the marketization. In fact, there are also clothing for military, military security, security and other personnel. Currently, most of them are customized by designated companies and have not been fully marketized.
Due to insufficient marketization, related private enterprises generally do not do much. In recent years, from agencies to government departments, from scientific research units to industrial and mining enterprises, from financial institutions to service industries, from primary and secondary schools to national defense forces, logistics support has begun to be gradually marketized, and the professional clothing market has begun to expand. According to estimates by authorities, the domestic industry has a market capacity of more than 300 billion yuan.
We believe that this market has important business opportunities for private enterprises.
It is difficult to gain an advantage by always thinking of “one size fits all”
“Sankei Weekly”: What is the development status of professional attire abroad?
Jin Heping: In Japan, a large number of people wear professional attire, and corporate uniforms have become a norm. They start early and have a high starting point. Construction workers, teachers and other groups have professional clothing. Businesses do.
There is a company in Japan that specializes in a series of school uniforms. It has been in business for 147 years. It focuses on studying the needs of students in various schools and monopolizes 60% of the Japanese school uniform market. Its annual output value can reach more than 1 billion yuan. Another Japanese company specializing in work pants for construction workers has an output value of more than RMB 700 million. These companies have locked onto a specific segment of the professional attire market and used their resource advantages and all their energy to do it well, thereby achieving great success in the professional attire market.
In contrast, Chinese companies lack this kind of professionalism. They always want to “take all” of all business attire and fully cooperate with all orders. The result is that they are busy dealing with the market and unable to in-depth study demand, it is difficult to form professional advantages, and it is difficult to obtain recognition for service quality.
Professional attire is mostly in the high and low time of “networking”
“Sankei Weekly”: What is the difference between making professional attire and ordinary clothing?
Jin Heping: For general clothing, the more sales outlets there are, the greater the promotion, the higher the recognition of consumers, and they can freely decide to purchase. The business attire consumer group is relatively stable, and companies mostly assist employees in purchasing, which is an order-based consumption. In order to obtain orders, companies spend most of their time on “networking” and rarely on fabric and product research and development.
Because production revolves around orders, it is easy to fall into price competition. In addition, there is little relationship between companies and consumers, and business attire production companies do not pay much attention to brand promotion. Therefore, in the minds of ordinary people, China has not yet Professional business attire brands also choose ordinary clothing consumer companies when making business attire.
In practice, the manufacturing of professional clothing and ordinary clothing are very different. Professional attire has a high level of specialization and has different functional requirements. Different industries are generally different, and the same industry has different styles, requirements, and colors. For example, although China Merchants Bank, China Construction Bank, and Industrial and Commercial Bank of China are all financial institutions, their attire is different. However, the clothing of security, tax and other staff are the same across the country.
Hubei has not done enough to “wear beads”
“Sankei Weekly”: What are the advantages of Hubei in developing professional clothing?
Jin Zhan: Ordinary people think that Hubei is the country’s main textile and clothing consumption base. Even now, this advantage is still very common. Wuhan universities have cultivated many excellent designers, and the labor cost in the mainland is low. There are 100,000 tailors in Qianjiang, Hubei Province. Wuhan is the market commanding height of national brand competition, radiating a surrounding population of 400 million.
Although the advantages are clear and the resources are abundant, Hubei’s resources are like scattered pearls. Without “wearing them together”, it is difficult to give full play to the advantages of integration. Moreover, most clothing companies in Hubei consume more general clothing products, lack supporting facilities for professional attire, and the industrial chain is extremely incomplete, which cannot form a competitive advantage.
In addition, business attire has higher requirements for fabrics and product research and development, but Hubei universities and enterprises have not formed in-depth cooperative relations. Therefore, in addition to establishing a public service platform, we also need to do a lot of “threading” work to “thread” these resources together.
The business attire industry cannot be defined as “labour-intensive”
“Sankei Weekly”: The clothing industry is a 100 billion yuan industry in Hubei. What do you think the industry still needs to improve?
Golden War: The cultural communication of a region ultimately relies on products. As far as the product can go, the popularity of this region can go. No matter how big foreign companies are in Hubei, they cannot represent “Hubei”. For this reason, Shanghai, Beijing and other places regard the clothing industry as a creative industry and consider it a regional “brand”, relying on them to improve others’ understanding of this region and city.
At present, many people still use “rest-intensive” to define this industry. In fact, the clothing industry is now a smart industry, with a focus on fabrics and designs.��The manufacturing process is in high demand. Specifically, when it comes to business attire, we need to focus on the fashion business philosophy of “working beautifully” and inject various technological and artistic contents into professional attire, so as to achieve the professional, safe and functional nature of business attire while also achieving health and fashion. and other consumption requirements. For example, the stewardess’s clothing is required to give people a fresh and new feeling.
Only through differentiation can we create our own market
“Sankei Weekly”: What issues should we pay attention to when developing this industry?
Jin Heping: I think that in a traditional industry, only by taking the path of diversification and specializing in precise market segmentation can we expand our own market and become a century-old enterprise. To do this, you first need to face the temptation of the market coldly, concentrate on studying the market demand for what you can do well and expand, concentrate on creating a popular market culture that you control, concentrate on serving the customers you are familiar with, and then concentrate on serving the customers you are familiar with. Use your own excellent products, excellent services, and excellent brands to monopolize the market segments you operate.
The largest supplier of labor protection products in Europe controls orders for occupational protection products with an annual output value of more than one billion euros; the professional clothing of “Coca-Cola” global factories is highly concentrated in the hands of a few suppliers; the United States uses quilts The equipment is only sold to a few large monopoly suppliers. These professional clothing operators have established a solid and credible industrial chain with their professional and sophisticated services.
Looking at it now, the output value of professional attire does not account for a large share of the total output value of Hubei’s garment industry. However, once this industry is boosted by capital and once many “pearls” such as professional professional clothing R&D and design institutions, professional professional decoration processing enterprises, and professional professional clothing brand terminal image design agencies are put into use, the industry can Rapid fission may develop into a pillar industry. This article is copyrighted by Guerlain Business Wear. Please indicate the source when reprinting. Thank you for your cooperation!
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