Supply Chain Innovation Breeds "Invisible Champion"

On April 27, China's stock market fell sharply. The Shanghai Composite Index closed down 61.57 points, or 2.07%, to 2907.93 points. The Shenzhen Composite Index closed down 2.13% at 11355.37 points. The Shanghai Composite Index fell more than 100 points, hitting a new closing low in the past six months.

Recently, capital markets at home and abroad have fluctuated frequently, and many sectors have been operating in a downturn, which has continued to fall back. However, if the clothing brand enterprises listed in mainland China and Hong Kong are taken as a sector, they will far outperform the market and become a rare highlight of the capital market. The share prices of listed companies such as Septwolves, Baoxiniao, Li Ning and Anta have hit new highs in recent years.

brand Clothing enterprises The good performance and stock price performance are attributed to the huge consumption power continuously accumulated in China and the rising consumption level, as well as the "internal skills" constantly cultivated by the managers of these brand clothing enterprises over several years or even decades, such as the continuous maturity of the business model, the continuous refinement and precision of customer positioning, the continuous close proximity of product design to consumer demand The efficiency of advertising planning and internal management are constantly improved.

Remove these macro factors and the enterprise's own efforts, brand The improvement of the clothing supply chain also provides a strong support for the current success of these enterprises, and it can be said that the future development height of these "external forces" largely determines the future development height of our brand clothing enterprises.

Looking away from brand clothing for the time being, we can find that among other textile and clothing enterprises that provide industrial chain support for brand clothing, a large number of enterprises are also gradually getting rid of low-end, simple processing development pattern At the same time of obtaining good economic benefits, it plays a significant role in supporting the development of brand clothing enterprises.

In recent years, Weixing, which has good performance in both capital market performance and stock price, has broken away from the early development model of single product (only producing buttons), simple processing, and large-scale wholesale, but more from the actual needs of clothing enterprises, proposed the development concept of "one-stop (whole process) supply of clothing accessories", It not only meets the demand of garment enterprises for centralized procurement of buttons, zippers and other accessories in categories, but also shortens the distance with customers, develops products for different customers, and improves the added value of products. It is also because of this that brand clothing enterprises can improve efficiency in accessories and increase design connotation.

In the fabric printing and dyeing industry, Zhonghe Shares, like Weixing Shares, is also trying to change the original wholesale development model, actively interacting with brand clothing enterprises, and providing customers with personalized small batch, high design connotation fabrics. This provides a strong support for brand clothing enterprises to get rid of the product homogenization caused by stereotyped design.

After 20 years of trials and hardships, Lutai Textile has developed from an unknown cotton mill into an enterprise group with comprehensive vertical production capacity of cotton planting, spinning, bleaching, dyeing, weaving, finishing, clothing, etc. This development mode is of great significance to the realization of the high-end, internationalization and branding of Chinese textiles. Only relying on such upstream enterprises can China's brand clothing industry obtain stable quality and create clothing brands recognized by customers.

As a large-scale vertically integrated knitting manufacturer in China, Shenzhou International, listed in Hong Kong, integrates four complete processes: weaving, dyeing and finishing, printing and embroidery, cutting and sewing. For several consecutive years, it has ranked the first in China's export scale of knitted apparel export enterprises, and also ranked the first among Chinese knitted apparel manufacturers exporting to Japan. Shenzhou International has developed international famous sports brand customers such as NIKE, ADIDAS, PUMA, etc. The product market is all over Japan, other Asia Pacific regions, Europe and the United States.

These companies not only provide supporting services for the development of brand clothing in business, but also make good profits for shareholders. Take Shenzhou International as an example, the stock price has risen six times since March 2009, no less than brand clothing enterprises.

In fact, from an international perspective, the development of external forces such as the industrial chain is of great significance to the growth of brand clothing enterprises. Hong Kong Lifeng, Hong Kong Liantai and other famous brand clothing supporting enterprises familiar to the public, in the process of long-term service for NIKE, ADIDAS, PUMA, POLO and other international famous clothing brands, they have closely combined the traditional manufacturing industry with high-tech, design, logistics services, and transformed the traditional clothing industry into a new type of clothing manufacturing and all-round service provider, It strongly supports the realization of the global development strategy of these brand clothing enterprises.

Perhaps, in the future textile and clothing industry and capital market, we need to look at these traditional manufacturing industries that have been "lost" for many years from another perspective. In fact, like brand clothing enterprises, many enterprises are also looking for new development models day and night, looking for businesses to improve added value. Although compared with Li Feng, Liantai and other well-known international enterprises, these domestic enterprises still have a way to go, there will be enterprises that will make progress together with Chinese brand clothing enterprises to create a new, high value-added business model.

We can maintain such confidence: in the future Supply chain In the system, there will certainly emerge a large number of "invisible champions in the 21st century", as the European management master Herman Simon said. (Author Yang Penghui is the former vice general manager of Seven Wolf Industry Co., Ltd.)