Clothing industry ushers in a new wind


Passenger flow dropped sharply, offline stagnated and performance dropped sharply Hitherto unknown novel coronavirus pneumonia has brought unprecedented challenges to the garment industry. However, under the winter, the rise of c2m (user direct connected manufacturing) mode, like a beacon, gives garment enterprises a new direction and hope.

C2m is also known as "short circuit economy". In short, it means that consumers go directly to factories, emphasizing the connection between manufacturing industry and consumers. In c2m mode, consumers place orders directly through the platform, and factories receive personalized demand orders from consumers, and then design, purchase, produce and deliver goods according to their needs, eliminating intermediate channels such as brand merchants, agents and shopping malls, so that products can be sold to consumers at wholesale prices.

From the consumer side, according to the monitoring data of China National Business Information Center, in November 2020, the retail sales of clothing of 50 key large-scale retail enterprises decreased by 2.8% year-on-year, and the growth rate was 3.5 percentage points lower than that of the same month of last year.

From the perspective of production, many garment enterprises have experienced a decline in performance and even encountered a life and death crisis. On December 15, La chapel announced another resignation of senior executives. In the past one year, the company has changed frequently. As the first clothing company listed on a + H shares in China, lashabel, with the title of "Chinese version of Zara", is now struggling.

Lu Fuyong, director of the industry department of the education and open economy research center of the University of foreign economic relations and trade, said that the epidemic has had a great impact on the clothing industry, the offline passenger flow has decreased significantly, and the performance of many domestic clothing enterprises has declined significantly. Under the background of the overall recession of the industry, the rapid development of c2m mode has become one of the effective ways to promote consumption and speed up the domestic large cycle.

Cool smart, which has been engaged in customization for more than ten years, was successfully listed on the Shenzhen Stock Exchange in July this year, which also means that the c2m customized business ecological model has been recognized in the capital field. In this regard, sun Ruizhe, President of China Textile Industry Federation, said that as a practitioner of customized business ecological model, Kute intelligent should continue to promote the unity of scale and customization, and strengthen the c2m intelligent manufacturing mode of manufacturing personalized products by means of scale, efficiency and cost.

For garment enterprises, high inventory and high cost has always been a persistent disease in the industry, especially under the influence of this year's epidemic, high inventory has become a problem faced by many garment enterprises, and c2m mode has largely solved the problem of high inventory and reduced costs. In addition, affected by the epidemic situation, the proportion of online channels of enterprises is increasing, and c2m mode will gradually become the mainstream.

Lu Fuyong analyzed that in the era of digital economy, the relationship between production and marketing will be reconstructed. C2m is not only the innovation of sales mode of platform economy in general consumption field, but also the active reform of traditional manufacturing industry in its own industrial chain. The rise of c2m stems from the accumulation effect of Internet economic platform on consumers in the era of digital economy, and the accurate tracking of consumer demand enables platforms and manufacturers to achieve accurate matching on the consumer side. At the same time, c2m improves the participation of consumers, and can meet the needs of consumers for quality and personalized customization, which is in line with the upgrading of consumption structure and the promotion of consumption demand connotation.