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The overall performance of the industry has become the focus of attention of the industry. According to statistics, in the first three quarters of 2014, nearly 60% of the apparel listed companies declined in performance, while the men's brands almost fell across the board.

In the first three quarters of the year, business income and revenue were up to two year-on-year data, indicating that 1 billion 495 million of the nine herd kings fell 15%.

2 billion 640 million, down 18.7%.

Kaiser shares 355 million, down 1.9%...

Declining performance and brand closure have also become hot words in the clothing industry.

In this regard, how does the front line look at the business? How does the clothing brand break the ice?

Reporters recently interviewed men's first line enterprises, as the local development of the international brand redI Bohr enterprise, can be described as a representative of China's garment industry development.

Regarding the achievement question, Liu Changming, the chairman of the enterprise, has no doubt that "the economic situation is not good. Is the business of the rainbow company not affected? If it is not, it must be a lie."

How to break the ice in clothing enterprises? Liu Changming put forward a proposal from the perspective of his own successful practice. "On the basis of relative stability of hard power, enterprises can focus on improving their soft power."

It is understood that Ray Tibor has made great efforts in shaping soft power: the first batch has been identified as a national industrial design center, inviting global strategic partners, international working teams and agents at home and abroad to jointly create 15th anniversary birthday Party, designed to capture people's hearts and products to highlight the quality and create the three major brands of Ray Tibor enterprises.

The reporter noted that Liu Changming's analysis of the industry represents the consensus of China's top garment enterprises.

Besides Ray Tibor, there are still many brands such as

The men's clothing enterprises, such as search for special products, and Hai Lan's home, have made outstanding achievements in counter trend growth.

Wang Zhuo, vice president of China clothing association, is very confident about the future of the clothing industry. He believes that the adjustment facing the garment industry is the "machine" that forced the "danger" to come out.

He believes that the rapid development of the past 20 years has covered many problems of the clothing industry itself.

"For example, we do not attach importance to product design and development, ignoring the deep integration of supply chain."

Wang Zhuo said firmly that the current round of adjustment is a good thing for the long-term development of China's garment industry.

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