Regional patterns of the textile and clothing industry

1. Regional distribution

Enterprises in the textile and garment industry are more concentrated in Jiangsu, Zhejiang and other advanced comprehensive development areas, Xinjiang and other raw material production areas, Guangdong, Shanghai, Fujian and other developed trade areas. The heat distribution of China's textile and garment industry is as follows, the provinces with higher industry heat value are Shandong Province, Guangdong Province, Jiangxi Province, Jiangsu Province, Zhejiang Province, followed by the second tier of Hebei Province, Hubei Province, Shaanxi Province and Xinjiang Autonomous Region.

Jiangsu, Shandong, Jiangxi and other provinces are mainly concentrated in a number of clothing and textile manufacturing enterprises and garment manufacturing enterprises, Guangdong Province gathered a number of clothing trading enterprises, Xinjiang Autonomous Region gathered more raw materials such as cotton supply enterprises. From the regional distribution map of China's textile and garment industry chain representative enterprises, the industry chain enterprises are concentrated in China's eastern and southern coastal areas and Xinjiang and other raw material production areas. Comparatively speaking, enterprises in Zhejiang Province and Jiangsu Province have a wider coverage in the industry chain, basically covering the upper, middle and lower reaches of the textile and garment industry chain, while enterprises representing the industry chain in other provinces, such as Fujian Province, Shandong Province and Guangdong Province, are mainly fabric and garment trading enterprises.

2. Competition pattern

The competitive pattern of the textile and garment industry is mainly reflected in two aspects: one is brand competition, and the other is channel competition. Brand competition mainly refers to clothing enterprises through product design, quality, price, marketing and other means to enhance their brand awareness and reputation, to attract and retain consumers. Channel competition mainly refers to clothing enterprises through the integration and expansion of online and offline channels to improve their market coverage and sales efficiency, reduce operating costs and risks.

At present, the brand competition pattern of China's textile and garment industry presents the following characteristics:

The competition between domestic brands and international brands is becoming increasingly fierce. As domestic consumers' demand for clothing quality and style improves, domestic brands continue to strengthen their technological innovation and design capabilities, enhance product value-added and differentiation advantages, and engage in head-to-head battles with international brands. At the same time, domestic brands are also actively expanding overseas markets to compete with international brands on a global scale.

The competition between national fashion brands and fast fashion brands is becoming more and more prominent. With the rise of national trend culture and young consumers, national trend brands have won the favour and recognition of consumers with their unique cultural connotation and design style. The contrast and competition between national trend brands and fast fashion brands in terms of market positioning, product updates and pricing strategies has been sharp.

The competition between vertical e-commerce and traditional e-commerce is intensifying. Vertical e-commerce refers to e-commerce platforms that focus on a certain category or a certain segment, such as Uniqlo and Hantu Yisei. Vertical e-commerce through deep cultivation of market segments, to provide more professional, more personalised and more efficient services, and traditional e-commerce such as Taobao, Jingdong, etc. in the traffic, users, resources and other aspects of fierce competition.

At present, the channel competition pattern of China's textile and apparel industry presents the following characteristics:

The integration of online and offline channels has become a trend. With the changes in consumer shopping habits and needs, the relationship between online and offline channels is no longer a simple substitution, but a relationship of mutual complementation and integration. By establishing an integrated online and offline channel system, apparel companies can achieve seamless docking of commodity information, inventory management, logistics and distribution, and after-sales service, and improve user experience and satisfaction.

Live selling has become a new sales model. Live selling refers to the sale of clothing through live video platforms or social media platforms, through the recommendation, display, and interaction of the anchor or netroots. Live selling has the advantages of good display effect, strong interactivity, high conversion rate, and has become an important means for clothing enterprises to expand the online market.

Private domain operation has become a new marketing model. Private domain operation refers to the establishment of private contact with consumers through social media platforms such as WeChat and Jittery Voice, and the precise acquisition, efficient conversion and continuous retention of users through content marketing, community marketing, fission marketing and other methods. Private domain operation has the advantages of low cost, good effect and controllable data, and has become an important means for apparel companies to enhance brand influence and loyalty