中国高档服装行业分析-留学作业代写范文精选
本文是一篇高档服装行业的留学作业代写范文，本文主要的讲述的是对质量进行多层次的解析可以让读者更好地理解质量这个词，并且使他们通过我们的分析了解如何使用这个词。由于问题的复杂性，这个话题可以讨论很深，在这篇论文中读者可以有限但仍足以全面充分理解质量。
It is important to clarify exactly what is meant by the word quality in order to create a level playing field for analysis as well as a common understanding. Dissection is not at easy task because at the end of the day the customer ultimately decides the quality level of a garment (Doshi, 2010), so quality can be seen through many different lenses. However, analyzing the many layers of quality can create a better understanding for the reader and how the word will be used through out analysis. The topic could be discussed in great lengths due to the complexity of the subject, but will be limited yet still comprehensive enough for a full understanding as within the scope of the thesis.
2. Perceived Quality versus Actual Quality
Two major indicators can be identified for quality (Lu, 2008). The first indicator is based on an individual’s perception of quality, which is much ascribed to branding, company history, product ingredients, and most importantly whether or not the product fulfils a customer’s expectation (UNIDO, 2006). Furthermore, pre-sale service, post-sale service, delivery, and pricing plays a large role in an individual’s perception of quality (Doshi, 2010). The second indicator is actual quality, which can be attributed to actual material quality, craftsmanship, and skill. There are specific characteristics that attribute to actual quality such as faults in make, color fastness, and shrinkage (Gibbon & Ponte 2005). For the purpose of the paper, the focus will inherently encompass both perceived and actual quality indicators due to the dynamic nature of the clothing industry.
3. The Concept of High-Quality Versus Luxury,
The words quality and luxury tend to be used as interchangeable words yet, in actuality, are not synonyms as should be distinguished. Making the division between the two concepts is important especially for China. The word luxury does not have the same connotation as high-quality and, in fact, the translation and history is of a negative one (Lu, 2008). Luxury translates into a combination of extravagant, arrogant, and wasteful causing great confusion for the premium businesses in China and far from the message that is trying to be portrayed (Lu, 2008).
Six sub-parts of luxury can be identified: high-quality, high-price, scarce/unique, aesthetic, brand history/heritage, and inessential (Lu, 2008). Accordingly, high-quality can be considered a criterion of luxury. Moreover, two other sub-parts of luxury stem from high-quality: high-price, and scarcity/uniqueness (Lu, 2008). For further explanation, with high-quality, logically comes a high-price, fulfilling the idea of luxury (Lu, 2008). In some studies, the impact of price on quality perception is more important than brand name/heritage itself (d’Astous & Saint-Louis, 2005).Moving along, the ideas of scarcity/uniqueness are closely associated with high-price, which branch from high-quality as well (Lu, 2008). In sum, the criterion of high-quality is the heart of luxury, and without it luxury cannot reasonable exist (Lu, 2008). Be that as it may, high-quality and luxury should not be lethargically substituted. It should be highlighted that the concepts have differences but are nearly one in the same, and in essences high-quality is a luxury because it is simply not a necessity.
4. A Word Play: High-Quality, Luxury, High-End, and Premium
Now that there is an understanding between the concepts of luxury and high-quality, there must be further clarification on how these words will be used. Since, the two concepts are so closely related they will be used interchangeably within the thesis. The concepts are also described with the words high-end and premium. According to Merriam-Webster dictionary, high-end refers to superior quality or sophistication and usually high in price and premium is defined as exceptional quality or amount. Nonetheless, during analysis the use of these descriptive words boils down to a mere word play since they are so closely related and serve the purpose of intentions.
5. Quantitative Approach to Quality: Using Empirical Evidence
Much of the discussion has been focused on either quality indicators or perceived quality. To switch gears, the focus will now be on the ability to translating these quality characteristics and efforts into hard numerical substance. Once again, it is difficult to directly measure the quality of a garment using a numeric scale because quality is that of complex attributes and content, plus it cannot be said enough that the final say is up to the customer.
5.1 Unit Value of Export
Unit value of export can be an indicator of quality at the industry level, which is calculated as nominal exports divided by weight. The measure is comparable to value added per worker in that is comprehensive taking in account a large array of activities that tend to increase price. The difference between the unit value of exports that exceeds the unit value of imports yields a quality premium. In this theory introduced by Aiginger, a hypothetical is developed: if exports are priced as low as imports, then exports would cost less. Hence, creating a difference between real value of exports and the hypothetical, or lower value, of exports (Stengg, 2001). That is to say, it attempts to isolate the willingness of the market to purchase on the basis of quality (Stajano, 2006).
The measurement has its disadvantages. The theorist himself notes one disadvantage when applying the calculation to the clothing industry. Clothing inherently has a low weight, which creates a higher unit value destroying some of the usefulness in inter-industry comparison (Stengg, 2001). Like value added per worker, another disadvantage includes the fact that the calculation is at the mercy of the price given to the product.
5.2 Revealed Quality Elasticity
Another measurement of quality at the industry level that was as well developed by the same theorist, Aiginer, is the revealed quality elasticity. The logic of this measurement is based on the ideas of price elasticity. If high prices are able to be charged while large quantities are in demand, then the product mush have some sort of characteristics that is driving the motivation to pay more. It can be assumed that those characteristics are related quality distinctiveness (Stengg, 2001).
This calculation has its shortcomings. The computation is vulnerable to manipulation when semi-finished products are re-imported. Garments that are shipped to low-wage countries for further processing are re-imported at a slightly higher price. To further explain, the once semi-finished product increases in weight due to additional processing, therefore creating higher cost. However, it should be knotted that the amounts of re-imports have declined in recent years. Nonetheless, this calculation glitch causes the industry to sway more towards low quality elasticity, but in in reality there is simply a higher degree of processing (Stengg, 2001).
5.3 Position in Price Segments Index
Another industry quality measurement that can be utilized is the Position in Price Segments Index. This calculation is based on export share in high-price and high-quality segments by taking the difference between the percentage of high-priced exports and percentage of low-priced exports (Stajano, 2006).
5.4 Value-Added Per Worker
Lastly, a quality calculation that would serve best at firm level for comparison within the same industry can be value added per worker. Traditionally, the definition of value added per worker quantifies a company’s ability to produce or add value (SEVIBY, 2010), which brings forth the question of whether or not this calculation directly quantifies quality. However, the higher the calculation result indicates high labor productivity, which is linked with investments in employee training and skills, equipment, and technology; all of which are logically associated with quality of the end-product (Angus, 2007).
5.5 The Pricing Dilemma
The problem with the discussed quantitative measurements is that they are linked to the price given by the firm. In the short run, if there is a larger than average mark-up then the calculation does not facilitate a level play field for comparing companies. In the long run, an above average mark-up cannot be continued unless the product is viewed as higher quality then the competition . Essentially, the calculation is at the mercy of the price given to a product, which is not always directly linked to value.
6. Industry Quality Standards and Affect on Quality Measurement
Taking a look at the quality standards set in place can further the understanding of quality. There are general quality control standards that are used in the worldwide in many industries such as ISO9000, ISO14000, and HACCP certifications, as well as environmental certifications, social labels, and codes of conduct . In addition, there are more industry specific associations and standards that are applicable, for example, China’s quality standards for exports can be implemented at four different levels: company, local, national, and professional (Tian, 2010). There are many third party institutions within in the clothing industry that offer services to test and assess the quality of garment, and use standards that are recognizable worldwide. Some third parties include: Asia Textile Inspections Limited, Apparel Testing Lab, and Beijing CIS Inspection Services Co. Ltd.
Quality methods and standards are focusing more on the production process and away from the actual product because it has been proven in a study that the quality of the production process is as important as product quality characteristics . This is due to quality efforts at the comprehensive level of top management and supportive infrastructure that trickle down to the core, or direct, practices on product quality . Therefore, quality standards are becoming more specific and focus more on the production process rather than the actual product itself. Since there is an abundant call for quality measurement during the production process, the information is becoming more and more standard, and therefore quality knowledge data is embedded in the technical instruments that facilitate quality measurements. Thus, its not only more predominates but naturally easier to measure quality using data within the value chain in comparison to the actual product. Thus, general quality certifications, in other words management of quality, can be justifiable measures for product quality across the industry (Gibbon & Ponte 2005).
7. Conclusion
As explained, quality is a hard characteristic to measure and quantify. Concerning the scope of the thesis, starting at the root of the word, breaking it down, and gathering measurements that indicate quality level is as far as one can realistically proceed. The idea of quality should be grasped in actuality (materials, craftsmanship, and skill) and perception (branding, company history, product ingredients, and customer expectation). These elements leads understand the very similar concepts of quality and luxury; and how throughout the thesis the words high-quality, luxury, high-end, and premium will be used interchangeably since they are so closely related.
Quality level can be indicated through the measurements of unit value exported, revealed quality of elasticity, positioning price segments index, and value added per worker. All calculations have been thoroughly researched with advantages and disadvantages. Nonetheless, none are promising to pin point the quality of an end product, yet are very good indicators of quality level. However, measuring the quality of the production process is much easier and reliably with standards set in place such as ISO 9000 certification. Not only does standardized certifications make it easier to asses end product quality by evaluating the production process, it is more effective in having a quality end product. Therefore, many firms concerned with quality focus on quality standards within the production process.
Analysis of the High Quality Clothing Industry in China
1. Introduction
China is a country with a huge presence in the world economy that is a hot topic to many due to its transforming stance in the global market. China is in a state of catch up, and is rapidly developing making a significant contribution to the world economy. China has been known as source of cheap unskilled labor yielding low-end products, however when taking a closer look it does not seem as if China can keep up this reputation.
2. Coming Out of Isolation
China’s history is significant to understand the industrial markets within the country. Before 1978 China was very much isolated from the western world (Lu, 2008). After this time, Chinese government decided to undertake a socialist modernization program by reforming their dated economic system, stimulating domestic economy, and opening up to the outside world (Lu, 2008). Within nearly three decades, China’s economy has drawn away from a planned economy and now sways towards a market economy (Lu, 2008). In other words, much change has occurred in order to catch up with the rest of the world. Along with political and economical transformation that has occurred, the culture, society, and education, has significantly evolved encompassing aspects of traditional, Communist, and western cultures (Lu, 2008).
To further demonstrate China’s transparency to the world, in 2001 they officially became a member of the World Trade Organization (WTO) (Lu, 2008). This accession brought much world focus towards the country (Lu, 2008). Foreign countries began to relocate manufacturing and distribution operations to take advantage of the cheap labor, cheap industrial land, educated workforce, and the eliminated need for a middleman (Lu, 2008). Hence, this illustrates the contemporary Chinese culture as a melting pot of world influences creating unique consumption characteristics (Lu, 2008).
3. China’s Thriving Economy
With a population over 1.3 billion, China makes a significant mark in the world economy with its sheer inhabitance alone. China is now considered the second largest economy worldwide, which is quite an achievement coming from the rank of 12th largest nearly thirty years ago. The country claims the title as the largest exporter in the world, with its contribution to world growth at an all time high (OECD (3), 2010). Government is liberalizing policies to adjust towards a market-oriented system by adhering more to signals given by the global market. Efforts are being exercised to improve the banking sector in the scope of central bank, and domestic and foreign institutions to support internationalization. Pressures on improving governance, management, and technical capacity are presence for globalization and emerging economies (OECD, 2009).
China’s share in the world economy and contribution to world growth has risen exponentially and is on an upward trend (OECD (3), 2010). Figure A and B plots China’s progressed economy in the last decades through world share, contribution to world growth, and real GDP level. In addition to the latter economic indices, disposable incomes of urban and rural households are on an upward trend as well. Disposable income in real terms for urban households is approximately $2,300 USD and $700 USD for rural households (Li & Fung 2009). The well-known income gap is narrowing due to population mobility, which has increased income and wages in areas of poverty (OECD, 2009). Alongside, China’s spending power is on the up and up. This is attributed to the combination of a vast population, increasing middle class, and rising disposable income (Aroq Ltd., 2009). A notable result of this economic growth and expansion is the noticeable major changes in living standards experience through out China (OECD (2), 2010).
Figure A: China’s Contribution to the World
Figure B: China’s Real Gross Domestic Product
China’s economy is playing much larger role in the world economy than ever before, and more developed countries have their focus on China’s performance. China is one of the fastest growing markets in the world (LC, 2010). In particular, China’s manufacturing sector is largely part of the world economy more than ever before. Nearly one-third of China’s value is exported with the remainder being highly subs titutable with foreign good. It is for ecasted to be the worlds leading exporter of manufactured goods in the very near future. Furthermore, China can accounts for one-fifth of the world total production .
In the recent occurrence of the global financial crisis, China economical performance has been under a watchful eye of the worldwide community. Overall, economic growth has held up and remarkably China’s domestic demand has helped pull other economies into recovery. China’s relative success during the recession can be attributed to their hyper catch-up momentum gained from coming out of isolation ..
For further explanation, having exports decline in growth, China’s economy was maintained by fiscal and monetary polices that boosted the domestic demand (OECD (2), 2010), and at the same helped the world economy to rebalance . What is more, the decline in employment as a result of the crisis was only short lived. Most workers that were laid-off were employed by the middle of 2009, which were faster most OECD countries. In sum, in light of the global crisis China is in a superior financial position from a world standpoint (OECD, 2009).
4. China’s Clothing Industry Developments
China’s clothing industries are amongst the fastest growing exporters representing approximately 15% of value exported . From a world perspective, China is experiencing major growth within the global clothing market. China is emerging as a dominant player not only in exports, but as well as consumption. Despite the global crisis, the apparel industry has experienced continual growth . To put this growth in perspective, it has been predicted that domestic clothing sales with achieve 170 billion USD by the end of 2010 (Fibre2fashion, 2009).
4.1 Explanation of the Significant Growth Chinese Clothing Industry
In general, China is experiencing much more media awareness by their growing population, rise in purchasing power, and an increasing influence of western culture; which are all key demand-side drivers in the growth of the clothing industry . Moreover, there has been favorable economic environment in recent years, government support, availability of cheap labor, availability of raw materials, and the presence of special economic zones to facilitate and nurture growth .
4.2 Notable Economic Indicators
China’s total clothing retail value has experienced growth each year in the last 6 years reaching approximately $55 billion USD by 2008. In the first half of 2009, the growth declined relative to the prior years. However, this can be ascribed to the recent global financial crisis, which created a decline in consumer confidence dropping from a 92.4 confidence index in 2008 to a 86.0 index in March 2009 claiming the lowest index since 2003. Despite the latter, consumer confidence is expected to regain its momentum as the index is on an upward trend.
As disposable incomes are growing within China the expenditure on clothing per capital grows as well, which have been on a steady increase since 2001. Most of the clothing expenditure growth is attributed to urban households rather then rural. Moreover, it has been concluded that in urban cities an increase in disposable income is directly proportional to the average spending on clothing (Li & Fung 2009). Figure C depicts the clothing expenditure growth.
Figure C: Per Capita Annual Expenditure on Clothing of Urban and Rural Households
There is an abundant amount of low cost and skilled labor in China. In 2009, the clothing industry employed approximately 5 million Chinese people most from rural areas, making it nearly 40% of China’s overall jobs . The immense amount of employed in the industry makes the clothing industry important for the foundation of China.
4.3 Competitive Environment
Relative to clothing prices continually decreasing, clothing exports are decreasing as well. As a result, export-oriented manufactures are focusing on selling more domestically, therefore increasing competition between players in an already extremely competitive atmosphere. Barriers to entry in the domestic market is harder than it may seem because firms need to become accustomed to different regulatory issues, transform their registrations, as well as deal with the knowledge gap of branding and marketing, and lack of sales channels .
4.4 Dynamism of Trade Structure: Local Industrial Clusters
There are several stages of the global value chain that China is actively present in, and theses stages can generally be described: raw material, component, production, export, and marketing. Beginning with raw materials, China is regarded as one of the largest textile and raw material producer worldwide making an impression on cotton and high-tech man-made fibers. In regards to components of trade, approximately 50% of China’s apparel can be considered processing trade mainly from imported components and raw materials. In terms of production in the global value chain, China is one of the leading countries to be utilized by foreign firms for sourcing production, and have plenty of capacity to satisfy the demand of the global market. Three phases of sourcing can be identified: assembly of imported inputs by local industrial cluster firms, full-package supply or original equipment manufacture (OEM) production (a form of international commercial subcontracting) by using domestic integration that is higher value-added, and original brand manufacturer (OBM) where Chinese firms will provide a design sample and once approved then production begins. As far as exports go, China’s mainly stem from the OEM and OBM production. Lastly, as competition increases so does the organization of the global supply, however competition still shifts to different product categories in patterns, thus suggesting a constantly changing market environment.
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