对本土纺织服装企业发展的一些思考

National Textile Apparel Brands Development Research

纺织服装企业的可持续发展，除了成熟的品牌经营管理，经典或创新的设计理念，过硬的产品质量和良好的终端形象之外，拓宽销售渠道和多品牌、多产品发展也是发展战略中的重要组成部分。本文将结合行业和市场现状，就这两点给出一些建议，帮助纺织服装企业的决策者们更全面地了解自身的发展现状和发展机遇。首先，从统计数据出发，分析了中国纺织服饰的消费现状；接着，比较了纺织服装行业各个细分市场的情况。其次，比较了三种所有制类型的企业在行业和市场中的不同角色。再次，介绍了中国纺织服装企业地区分布的不平衡，并阐述造成这种地域差异的原因。最后，分析了本土品牌的市场特征及消费群特征。同时，比较了各个细分市场的市场规模、市场集中度、利润率的情况等。

This article cited firstly the Chinese domestic fashion consumption situation and analyzed the proportion of different sub- sectors of the national apparel industry, such as women＇s wear, men＇s wear, children＇s wear, casual wear, underwear and household wear and so on. Secondly, we compared the three main types of firms in terms of ownership. Thirdly, the geographic differentia of the distribution of the Chinese apparel firms is illustrated by showing, qualitatively and quantitatively, the imbalance between diverse areas and the historical causes for the current situation are explained. Finally, this arti- cle gave the conclusions by answer the following questions：In the Chinese domestic market, relative to the foreign brands, who is the clientele for the national brand？ In terms of market scale, market concentration and profits from sales rate, how about the different sub -sectors？