Internationalization Of Clothing Brand In Jinjiang

As one of the important textile and garment production bases in China, Jinjiang started in the early 80s of last century. After more than 20 years of development, it has formed a complete system integrating chemical fiber, weaving, dyeing and finishing, and garment production.

Textile and garment industry has become the largest pillar industry in Jinjiang. Jinjiang is also known as "China's textile industry base".

In the field of jacket production, Jinjiang currently has more than 1000 brands of jackets, bringing together a number of well-known jacket brands such as Jin Ba, seven wolves, Qipai, nine Mu Wang, li long, AI Du, Wei Lu, and so on.

At the press conference of "China Jinjiang world jacket city" held in Beijing in July 16, 2006, the report on the "comparative study of multi city cities between China and foreign countries" was conducted by TNS, the world's largest Customized Market Research Consultancy company. The report shows that Jinjiang ranks among the top five domestic jackets industrial clusters both in terms of production and sales, raw material supply, channel development and maintenance, and the number of jacket brands.

Globally, Jinjiang is far ahead of the top five foreign garment industries in terms of its size, strength and total value of jacket industry.

Jinjiang has been rated as the most complete, most productive and fastest growing garment industry in the world. Jinjiang has become the world's jacket city.

But TNS's research data also found many problems in the Jinjiang jacket industry, which caused us to worry about how long the Jinjiang jacket industry can lead.

Jinjiang has more than 900 OEM OEM producers, and the annual sales volume of the jackets OEM is US $2 billion 130 million, which is roughly equal to the annual sales of the jacket brand of $2 billion 500 million, and the size of the jacket is about 7% of the world's total.

This shows that the production and sale of Jinjiang jacket depends to a certain extent on the comparative advantage of production factors, especially the low labor cost.

At the same time, the number of independent brand manufacturers of Jinjiang's jackets is up to 1000, which is 6 times the total number of five international cities. The annual sales volume of Jinjiang jacket brand is 67 million, ranking six in the top six cities.

But the annual sales of Jinjiang's own brand brands are only $2 billion 500 million, ranking first in the narrow advantage of 150 million dollars more than Paris.

Jinjiang has more than 20 well-known brands of jacket, 9 well-known trademarks in China, China has the most well-known men's trademark cities, but there is no world-class brand.

It can be seen that Jinjiang should turn from the production and processing center to the world brand city. The famous clothing brand of Jinjiang has a long way to go to the international market.

Based on the investigation of some famous clothing enterprises in Jinjiang, combined with the background of the development of Jinjiang and China's garment industry, this paper discusses how to upgrade the industry and how to realize the strategic improvement of business efficiency, product differentiation and product innovation, and how to implement brand strategy and brand internationalization.

Development course and current situation

In the 80s of last century, Jinjiang garment industry began to produce "home-made foreign goods" based on its regional advantages and unique business culture. The production pattern of household products was constantly expanding, and gradually formed a pattern of "one village, one product, one town, one industry" in Jinjiang.

With the deepening of reform and opening up, Jinjiang private enterprises have changed the production mode of manual workshops by grafting and introducing foreign capital, technology and equipment, expanded production scale and improved production capacity.

In the 90s of last century, the technology and equipment level of clothing industry in Jinjiang has been in the leading position in the country. Processing capacity, technology level and product quality have already met the requirements of some international brands. Many manufacturers have made OEM qualification for internationally famous brands.

At this time, the garment industry in Jinjiang only relies on the cost advantages of elements, and plays the role of production in the enterprise integration sequence "R & D production marketing", and seeks to maximize profits by increasing production efficiency and reducing costs.

In the early 90s of last century, the Jinjiang garment industry phase was pformed from OEM to the ODM stage. The garment enterprises in Jinjiang were no longer satisfied with "Jinjiang made", but actively participated in the deep processing design of the products, improved the technology content of the products, improved the production and development ability, strengthened the management of the enterprises, and began to own a part of intellectual property rights as well as independent access to information sources and sales channels.

However, in the ODM stage, the brand is still owned or controlled by the buyer, and the enterprise is still in the position of acting as a foundry. It can be said that ODM is only an advanced form of international OEM.

The dependence of OEM and ODM makes Jinjiang's clothing industry greatly influenced by international market fluctuations. Especially in 1997, the financial crisis caused many enterprises that rely on international orders.

Many clothing enterprises in Jinjiang begin to realize that brand is the life of commodities and enterprises. The consumption direction of market depends largely on brand guidance, and the allocation of economic resources depends largely on brand.

In 1998, Jinjiang began to implement the strategy of "brand building market". Through the integration of industrial clusters and regional brands, the strategy of regional brand building was implemented, and the gap between famous brands and international brands was quickly shortened, and the dominant power of the market was occupied.

This will lead some excellent clothing enterprises to build their own brands, and develop the two links of the smiling curve of the international division of labor, namely, product innovation and product management, and speed up the industrial upgrading of enterprises.

In the past 2000-2004 years, Jinjiang's major clothing brands such as Jin Ba, seven wolves, Qipai, nine Mu Wang, Li Lang, AI Du and so on all started to carry out a wide range of brand publicity in the CCTV set and five sets of frequent and bright ways by creating advertisements or hiring image spokesmen. They constructed brand awareness, dissemination, attention and awareness, conveying the personalized characteristics of the products to consumers and building strong brands.

In the TNS's survey report, the number of independent brand manufacturers in Jinjiang has reached four digits, while none of the 5 international cities has reached three digits.

However, judging from the definition of OBM stage, Jinjiang brand clothing enterprises can not say that the jump upgrade of the industry has been successfully realized.

OBM (Original Brand Manufacturer), the original brand manufacturer refers to the manufacturer's own product brand creation, production and sale of products with independent brands.

Among them, the acquisition of existing brands, script src=>