See Through The Bottleneck Of Sweater Industry Development And Discover The Original Strength Of Chinese Sweater

　　 origin

As far back as 1000 BC, hand knitted woolen garments appeared in the Euphrates and Tigris River Basins in Western Asia.

In 1589, British William Lee got inspiration from hand knitting, invented the world's first hand knitting machine, and began the history of machine knitting wool knitted clothing.

It has a history of nearly 100 years to produce sweater clothing on flat knitting machine in China. Since the founding of the people's Republic of China, especially since the 1980s, China's sweater industry has developed rapidly. Remarkable progress has been made in design, production technology, technology and equipment.

　　 development

Wool and wool fabrics have superior wearability, such as warmth retention, moisture absorption, air permeability, softness, elongation, drape, close fitting, comfort and so on. They are more and more popular with consumers, and they occupy more and more important position in the whole clothing field.

Since the reform and opening up for more than 40 years, China's wool knitted clothing industry has developed vigorously, and has become a real world sweater industry country.

A number of famous woolen sweater towns, such as Puyuan, Dalang, Haiyang, Honghe and Hengfan, have sprung up in various places, and a number of wool knitted clothing brands have also emerged, such as Ordos, Luwang, Zhenbei, Qianqiu, Zhiyang, etc.

In recent years, with the upgrading of consumption and the change of fashion, people have higher and higher requirements for the quality and personality of clothing. The technical equipment of sweater industry is constantly upgrading, and the product design is also developing in the direction of fashion, personalization and branding. But we still have a long way to go from being a strong country in sweater industry.

      bottleneck

At present, the bottlenecks restricting the development of China's sweater industry are as follows:

　　 Talent shortage:

Most sweater enterprises are concentrated in sweater towns. Graduates from regular colleges and universities do not want to work in relatively remote sweater towns. The training of professional talents in sweater industry mostly relies on the mode of master leading apprentices, and grows up by learning and practicing in practice. As a result, there is a shortage of middle and high-level talents, especially in design and management personnel, which restricts the upgrading and development of wool knitting industry.

　　 Weak management:

The threshold of starting a business in the sweater industry is relatively low, and most of them belong to small and medium-sized enterprises or even family workshops, which results in the low education and quality of the owners, managers and employees of the sweater enterprises. As a result, the enterprises are lack of middle and senior management talents, the modern management ability of enterprises is low, and the management system is not perfect. Most enterprises are still in the state of family workshop or family management, which is difficult to adapt to the needs of industrial upgrading and market changes.

　　 Design lag:

Undeniably, in recent 10 years, sweater industry has made great progress in design innovation and sweater fashion. However, due to the lack of innovation consciousness, design investment and design talents of most enterprises, the innovation ability of sweater enterprises is weak and the design level is low, which is far from keeping up with the pace of fashion trends and market changes. What's more, there are still a large number of small and medium-sized enterprises that do not have the real design ability at all, follow the pace of the market completely, and survive in the crack of the market relying on the copy board and imitation plate. Design has become the biggest short board restricting the development of sweater industry.

　 Lack of well-known brands:

To be honest, there are not few brands in the sweater industry, but there are few brands with distinct personality and outstanding competitiveness. Take a time-honored brand as an example, although its brand popularity can be said to be well-known, and it also has an all-channel online and offline sales network, it lacks unique personality and characteristics in terms of brand concept, brand image and product design. At best, it still stays in the stage of "selling products" dominated by traditional thinking, and has not really entered the stage of brand operation. Brand building is a complete system including brand decision-making, brand value, brand image, brand communication, brand experience and so on. Compared with the whole category of clothing brand, wool knitted clothing brand still has a long way to go.

        way out

Where is the sweater industry? Where to go for sweater enterprises?

　　 Introduce excellent talents and improve team quality

Talent is the most valuable resource for the development of enterprises, who has the talent will have the core competitiveness. Sweater enterprises should, through various ways, open wider doors, optimize the environment, improve the mechanism, build a mechanism of attracting, educating, using, stimulating and retaining talents, vigorously introduce talents of various types such as design, management, technology and marketing, and create a management team and staff team with excellent quality, reasonable structure, pragmatic and efficient.

　　 Improve the original consciousness and design ability

"Channel is king" has become history, and "product is king" era has come. For the sweater brand, design is the soul of the product. With the maturity of sweater industry chain and the improvement of intelligent level, product design has become the concentrated embodiment of the competitiveness of sweater enterprises. Sweater enterprises should spare no effort to focus on product research and development, constantly strengthen their original design ability, take users as the center, launch product design and development work, and launch unique personalized products through systematic and innovative design, so as to bring customers excellent consumption experience and enhance customer satisfaction and trust on the brand.

　　 Strengthen brand awareness and brand building

At present, the vast majority of sweater enterprises still stay in the thinking level of "making products and selling products". Some people think that my business is still very small, and it is not time to make a brand. In fact, this is a kind of performance of brand consciousness indifference. In fact, many of the big brands that we are familiar with have strong brand management awareness and systematic brand planning when they are very young, and then put the enterprise's business activities into the brand management track, and finally achieve their own brand dream through long-term persistence and continuous optimization.

Brand is not only a dream for us to be an enterprise. In fact, it is a "magic sword" that can help us to make our enterprise bigger and stronger.

Sweater enterprises, no matter big or small, should establish brand management ideas, plan their brands according to their own reality, and gradually establish their own brand operation systems such as brand positioning, market positioning, product positioning, channel positioning and brand communication, so as to form their own unique style features and competitive advantages in the market.

Recently, the editor came to Songjiang, Shanghai to visit an excellent sweater enterprise, Shanghai Nanzhi Clothing Co., Ltd., which insists on the original design route and takes the forefront of the market in product research and development.

Ms. Xu Shanzhi, founder of Nanchi clothing, introduced the development process and situation of Nanzhi clothing company to the editor. It was really surprising that there would be such a sweater enterprise with superior R & D strength in this place far away from the sweater industry cluster area.

Nanzhi clothing was founded in 2006, is a set of planning, design, weaving, sales and brand operation as one of the knitting apparel enterprises.

Since the establishment of the company, no matter how the market changes, it has always adhered to the original and differentiated independent design route. After more than ten years of persistence, accumulation and precipitation, it has built a strong independent planning and design team, an independent and efficient product R & D system, a perfect production quality control system and a strong supply chain system.

With the platform thinking and win-win concept, Nanzhi clothing has widely accepted excellent design talents and established a strong design team called "sweater design dream team" to jointly promote the brand construction of natch. At present, the core design forces include:

Xu Hongxia, graduated from Donghua University, was the chief designer of broadcast for 8 years;

Zeng Yuling, graduated from Donghua University, was the director of hply brand design for 5 years;

Guo Tanyuan, graduated from ESMOD Fashion Institute of France in 2003, was the design director of Feizi and dunno.

After 15 years of accumulation and precipitation, relying on the super design ability and outstanding supply chain system, Nanzhi clothing has attracted wide attention of the industry with its unique style and excellent quality.

Nanzhi brand tenet: weaver of happiness.

Brand mission: the balance of fashion elements, deconstruction and pragmatism is the ultimate pursuit of Nanzhi. It is committed to carry out fashion sweater design to the end.

Brand vision: to be a wind vane enterprise that continuously creates maximum value for customers and leads the knitting industry.

Nanzhi brand, adhering to the original design as the center, creating value for customers as the original intention, organically integrates the quality of ingenuity with fashion art and clothing culture, and resolutely marches independently in the forefront of individualization, fashion, artistry, internationalization and branding of sweaters and knitwear, and continues to shape the softness and beauty of women in the new era with changeable styles and unique designs, With the personalized design language to define the fashion and luxury of Nantong.

Nanzhi always believes that "the real light luxury fashion is to seek the balance between price and high quality."

　　 Nanzhi brand sweater Taking the future new women as the core consumer group, we should deeply consider the consumption concept, consumption characteristics and consumption scene of the new generation of female consumers, completely abandon the traditional sweater design style which takes function as the first, carry out systematic innovation in yarn, style, shape, color, organization, etc., and perfectly integrate fashion with art and Eastern and Western clothing aesthetics, Formed a unique personalized design style.

Inspired by the French SW school master, Nanzhi clothing integrates "innovation, traceability and uniqueness" into the design, strictly selects original ecological cashmere, wool and innovative yarn, and dyes with natural plants to restore the true color of life. It has become a fashionable sweater brand favored by women in the new future.

In the autumn and winter of 2021, the new products to be launched by Nanchi will be divided into three series with a total of 1000 items: Urban luxury series / fashion charm series / leisure art series.

All year round, 6000 SKU original sweaters are updated in series every week. Three kinds of super drainage products are launched every month to help customers' stores to drain through all channels and drive the growth of store performance and profit.

May 15-17, Shanghai, China.

Nanzhi 2021 new product launch will be staged soon.

Thousands of top quality original sweaters, big brand style overcoats and extremely popular products Down Jackets , for global premiere. At that time, we will present a different splendid fashion feast for the fashion elites from all over the country.

For the buyers who want to find differentiated sweaters, it should be a piece of news to be expected!

Industry calls for innovation and fashion calls for originality. We look forward to it Wool knitting industry More high-quality original factories like Nanzhi clothing stand out, leading the wool knitting industry to achieve high-quality development in continuous innovation.

Author: Zhang Yang / Lao Mao Miao Peichao