The Clothing Industry Takes Culture Into The Brand.

Research shows that the future matrix of China's clothing industry must be the coexistence of high value-added products and cheap goods.

　　未來講究軟實力

Data show that from January to August this year, China's clothing exports increased by only 2.6%.

In addition to the fact that the profits of domestic clothing brands such as Smith Barney, seven wolves and news birds have increased substantially, the actual profit of Chinese textile enterprises up to 2/3 is only 0.62%.

It has become an inevitable choice for China's textile industry to create its own brand and pfer it to the links of design and circulation.

Analysis of Metersbonwe, seven wolves and news birds, the three largest brands of apparel retail listed companies in the first half of 2008, can be seen that sales revenue and net profit growth is mainly due to the strengthening of brand building and expansion of sales channels.

Among them, the increase of brand value added to the product price is particularly significant for the apparel retail listed companies.

"This situation shows that the era of quantity competition in China's garment industry is coming to an end, and the new competitive era with brand, value and innovation as the core has begun."

Jiang Hengjie, executive vice president of China Apparel Association, pointed out that brand building shows new profit growth points, but the intensified competition in the domestic market also shows that it is far from enough to win brand awareness in China.

Chen Rongzhong, director of Quanzhou dor Zuo marketing company, believes that the soft power of the brand should be reflected in the reputation and consumption experience. We should recognize the trend of fashion design as a cultural undertakings, and then link it with the cultural and creative industries to highlight the advantages of cultural innovation.

　　尋找新的競爭點

A few days ago, the "seven card intangible cultural heritage research and Protection Fund Council" was held in Jinjiang, Quanzhou. Hong Zhaoshe, chairman of Fujian Qipai group and Li Dangqi, President of Tsinghua University Academy of Fine Arts, signed the donation fund agreement on the spot, with a total donation of up to 5 million yuan.

This marks the start of the research and protection of the most intangible cultural heritage in China.

Nowadays, more and more international fashion retailers such as ZARA, H & M have entered the domestic market, and Chinese garment enterprises are paying more and more attention to cultivating their own competitiveness.

In addition to the strength of processing and production, China's clothing brands are more eager to find a way to enhance the brand's added value.

For Hong Zhao and his company, one of the ways is original design.

Hong Zhaoshe said: "part of the results of the protection of intangible cultural heritage will be applied to the design and innovation of Qipai men's clothing.

After the Chinese collar, the company will absorb more traditional elements from the national cultural heritage.

When the domestic clothing enterprises repeatedly do their marketing, management and channel construction in order to seek more competitive advantages, the essence of the original design, which is most visible but often neglected, has become the soft power of Quanzhou's clothing brand.

In recent years, Quanzhou clothing enterprises such as seven wolves, Li Lang, bin Nu, CABBEEN and so on have intensified their original design efforts through the implementation of designer brand.

Li Dangqi said: "in the increasingly competitive market, design and innovation have always been the tools to help enterprises overcome their enemies.

Only those companies that can foresee, understand and guide consumers' needs in advance can be loved by consumers and remain invincible.