From "Making Wedding Clothes" To "Creating Brands": Where Is The Development Path Of China'S Garment Industry?

In 2011, thanks to the appreciation of the renminbi, cotton China's textile and garment enterprises have experienced the arrival of the high cost era as a result of the superposition of many unfavorable factors, such as huge fluctuations in raw material prices, rising labor costs and energy costs. Simple price increases can no longer offset the pressure brought by high cost, and consumers will not pay for 20%~30%'s rising prices. They need to get the added value of corresponding products and services.

At the same time, China's garment industry is also facing "foreign aggression" which has shrunk exports. Statistics from China Textile Industry Federation show that excluding price factors, the number of textile and garment exports in China increased by only 0.5% in 2011, and the number of garment exports decreased by 0.2% over the same period last year. Industry profit growth continued to slow down, the 1~11 month growth in 2011 decreased by 27 percentage points compared with the first quarter, and the profit growth rate in November was only 11.6%, down 46 percentage points from the beginning of the year.

Wang Tiankai, President of the China Federation of textile industry, believes that the tight external environment will create a strong trend in the domestic market, bringing a new round of industry reshuffle, and the spanformation and upgrading of garment enterprises is imminent.

　　 Garment industry The relevant person in charge of the association also said that the cheap competition in the past had ceased to exist. In the era of high cost, enterprises need to think about how to go their own way in the upgrading of the industrial chain, seize the two commanding heights of brand building and design research and development, and form mature and complete technological capability and industrial system.

For many years, China's apparel industry has developed from both products and products. Fashion trend Or the brand connotation and so on all have the imitation Western shadow. Although MADE IN CHINA has swept the world, the clothing industry is not brand recognition, it is just a cheap label. From OEM to ODM, China's apparel industry chain has a manufacturing line of luxury goods, but it fails to bring premium to luxury goods.

In 2012, how did China's clothing brands break through the pressure and upgrade their soft power? Li Ying Ying, vice president of Ruyi group, said that the two wheel drive of technology and brand is the only way for the spanformation and development of enterprises in Shandong.

Zhou Sheng, chairman of Yi Hui, believes that Chinese brands are very weak in marketing management and channel management, and they need to complete the innovation and marketing of channels. In addition, the apparel industry needs to build more brand of industrial chain links. Only the whole industry chain tends to be perfect, and every link of the industrial chain has been promoted, so that it is possible to generate terminal brand.

Integrating resources and holding together to keep warm is the first choice for many enterprises in coping with crises. "A leading enterprise can drive hundreds of small and medium-sized enterprises across the entire supply chain industry chain." Wang Tiankai, President of the China Textile Industry Federation, suggested that SMEs could integrate the supply chain through the way of processing the domestic brands to make the local brands bigger and stronger.

Industry experts believe that when a brand develops to a certain stage, it is not just the scale, or the performance and market share, but the brand competitiveness and brand concern. How to view whether the brand maintains brand freshness and how to determine whether the brand maintains market influence is something that business managers must pay attention to. The biggest difference between us and foreign brands is cultural creativity. Clothing brand In the context of Chinese culture and adapting to the modern lifestyle, efforts should be made to create different brand cultures.