据国家统计局公布的数据，1-10月，我国服装鞋帽、针纺织品的消费额同比增长17.9%，单月增速波动下行。另据中国服装协会发布的数据显示，1-9月，我国14328家规模以上服装企业销售收入增幅比年初下滑了约3个百分点，低于近两年来平均水平，利润率也从年初的6%降至5.09%。规模以上服装企业的亏损面已达16.32%，平均亏损额同比增长47.75%。

According to the national bureau of statistics,1-10 months,Our country clothing shoes and hats/Needle textile expenditure year-on-year growth of 17.9%,Monthly performance growth fluctuation descending.According to another Chinese clothing association released data show,1-9 month,Our country more than 14328 scale garment enterprise sales revenue growth dropped about 3% from a year earlier,Below the average level in the past two years,Profit margins at the beginning of the year from 6% to 5.09%.The scale of the above clothing enterprise KuiSunMian has reached 16.32%,The average amount of loss year-on-year growth of 47.75%.

　　服装出口形势严峻

Clothing export the grim situation

　　纺织服装产业一直是我国外贸出口的主力军之一。入世以来，我国纺织品服装出口从2001年的532亿美元增至2011年的2478.89亿美元。2011年，我国纺织品服装出口占外贸出口总量比例达到13.1%。

Textile clothing industry has been one of the main force of China's foreign trade export.Since its accession to the wto,China's textile and apparel exports from $2001 in 53.2 billion to $2011 in 247.889 billion.In 2011,,China's textile and apparel exports total foreign trade export ratio reached 13.1%.

　　然而，受国际市场需求减弱因素影响，我国服装产业出口已连续13个月出现负增长，企业销售利润降低，亏损面扩大，亏损额增多。今年以来，服装出口形势和企业盈利状况依然不容乐观。如何转变发展方式，实现品牌升级，提升在国际市场的竞争力，已成为中国服装业扭转出口颓势的当务之急。进一步转型升级，不断整合产业资源，完善营销渠道，走品牌竞争之路，提高行业整体竞争力，更是服装产业发展的长久之计。

however,By international market demand weakened factors,Our country export apparel industry has 13 consecutive months appear negative growth,The company sales profit lower,KuiSunMian expand,Loss increase.Since this year,Clothing export situation and enterprise profitability is still not optimistic.How to change the development mode,Realize brand upgrade,Ascension in the competitiveness of the international market,China's garment industry has become the urgent matter of the torsional export flagging.Further transformation and upgrade,Continuous integration of industry resources,Perfect marketing channel,Walk the road of brand competition,To improve the overall competitiveness of the industry,Is the development of the garment industry in the long run.

　　出口形势的严峻使得企业通过创新营销方式、提升服务能力等途径，不断开拓国内市场。内销在服装行业的发展中也将继续发挥首要支撑作用。

Export situation serious makes the enterprise through the innovation of marketing mode/Enhance service ability way,Constantly open up the domestic market.In the development of the domestic garment industry also will continue to play the primary support effect.

　　众所周知，中国服装拥有较为完整的产业链、一大批熟练工人和较为先进的生产设备，但在国际市场上，我们还缺少有力的“拳头产品”，即具有较高知名度和影响力的高端品牌。目前，我国服装品牌主要集中于中低端，支撑高端品牌发展所需的软实力不强，品牌体系存在不健全、特色不突出、同质化竞争明显、持续发展能力差等特点。这也是今年以来中国服装产业出口疲软的内在因素。

As is known to all,Chinese clothing has a complete industrial chain/A large number of skilled workers and advanced production equipment,But in the international market,We still lack of powerful"Fist products",Namely with high visibility and influence of high-end brand.At present,Clothing brand in China mainly focus on ZhongDiDuan,Support the development of high-end brand the soft power is not strong,Brand system is not perfect/Characteristics not outstanding/Homogenization competition obviously/Sustainable development ability etc.This is since this year Chinese clothing industry export weak internal factors.

　　转型升级是当务之急

It is urgent to transformation and upgrading

　　中国纺织工业联合会会长王天凯日前表示，受全球复杂经济形势影响，我国服装企业正面临更加复杂的外贸形势，国际市场需求增长恐怕仍将疲软，出口企业面临的需求不足、竞争压力和贸易摩擦将更加突出。此外，短期内服装企业面临的用工等生产成本持续提高、融资难等问题恐难以彻底改善。

China's textile industry federation chairman WangTianKai has said,Impacted by the global complex economic situation influence,Our country clothing enterprises are facing more complex foreign trade situation,The international market demand growth will still weak, I'm afraid,Export enterprise facing the demand/The pressure of competition and trade friction will be more prominent.In addition,In the short term clothing enterprise facing the employment and other production costs continue to improve/The financing difficulties of the fear of difficult to completely improve.

　　这种趋紧的外部环境，无疑将对服装企业形成市场倒逼机制，产业转型升级迫在眉睫。而服装产业的转型升级，既体现在产业集群的品牌定位和竞争策略上，同时也应体现在产业营销手段之中。

The tightening in the external environment,Will undoubtedly to the clothing enterprises to form the market DaoBi mechanism,The transformation and upgrading of industry is imminent.But the clothing industry transformation and upgrade,Reflected in the industrial cluster brand positioning and competitive strategy,Should also be reflected in industrial marketing tool in.

　　首先，品牌定位应向中高端转型。根据中国服装协会的数据，目前服装内销市场上，高档服装约占10%的份额，中高档和中档约占60%，低档约占30%。在高档服装市场领域，约2/3被国际品牌所占据，顶级女装领域则更以国际品牌为主。对于国内服装企业来说，引导产业向高端市场拓展，将有利于更好地提高我国服装产品附加值，从而实现产业升级。

First of all,Brand positioning to high-end transformation should be in.According to the Chinese clothing association of data,At present domestic clothing market,High-grade clothing accounts for about 10% of the share,High-grade and intermediate about 60%,Inferior about 30%.In high-end clothing market field,About two-thirds of the international brand was occupied,Top women's field is more with international brand is given priority to.For the domestic clothing enterprises for,Guide the industry to high-end market development,Will benefit to better improve our country clothing products value-added,So as to realize industry upgrading.

　　其次，企业竞争策略应从价格竞争转向价值竞争。当前，服装行业已进入服务驱动时代，企业比拼的已不仅是价格，正逐步转向以服务为核心的价值竞争。因此，应当从以产品为中心的制造型企业，加快转向以客户为中心的服务型企业，从而全面满足顾客精神需求，延伸产品价值链，打造服务型品牌，推动品牌升级。

secondly,The enterprise competition strategy should value price competition to the competition.The current,Clothing industry has entered the era of service drive,Enterprise competition has not only is the price,Is gradually turned to service as the core value competition.therefore,Should from the product as the center of manufacturing enterprises,Speed up to take the customer as the center of the service-oriented enterprise,So as to fully meet customer spiritual needs,Extension product value chain,Build a service-oriented brand,Promote brand upgrade.