Chinese Clothing Independently Creates Brand To Expand Domestic Demand Market

When the financial crisis swept the globe, the impact of China's garment industry characterized by "three to one supplement" was worrying.

In the past, the characteristics of OEM's large demand for foreign trade and fast turnover of capital had become a block.

Once the demand for foreign trade is restrained, the funds of some enterprises will also be cut off.

This is very easy to cause serious losses to enterprises with high dependence on OEM, and at the same time, it also promotes more enterprises to create their own brands.

Last year, 1~10 months, the total retail sales of textile and apparel enterprises above Designated Size reached 360 billion 700 million yuan, up 20% over the same period last year. The support policies issued by the state in the second half of 2009 will continue to accelerate. The annual growth rate in 2010 will be as high as 20 to 25%.

In fact, Bosideng, who founded its own brand successfully based on OEM, has already pointed out the direction for the vast number of OEM manufacturing enterprises.

When foreign capital seeks cheaper and more subcontracted enterprises to turn to new labor markets such as Indonesia, Vietnam, Kampuchea and Bangladesh, China's OEM enterprises can only take their own brand.

Compared with the predatory price of overseas OEM orders, domestic brands, even if they are not high-end, have the chance to get higher profit margins.

Recently, a news report revealed that most or even all of the international luxury brand products were completed in China.

This shows that the quality of Chinese enterprises' products has been able to meet international standards.

What these enterprises lack is brand awareness and excellent designer team.

But some domestic first-class designers and brand operation management talents rarely have a platform.

How to integrate them well has become an important topic at present.

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Based on this situation, Shanghai World Trade mall "2010 textile and garment procurement fair" seize the market trend in the future, for exhibitors tailored a personalized overall solution.

The WTO first collects the brand and channel information of the exhibition products, analyzes the possible cooperation prospects and mutual complementarity, selects several successful cases or highlights the overall performance, and recommends them to each other separately, then the two sides will contact themselves and decide whether to cooperate or not.

This B-Match (BusinessMatchmakings business matching mode) has achieved very significant results in the past 4 years.

It can also be said to be unique in domestic exhibitions, so far there are few successful imitators.

Refined and not blind, fast and not disorder, the world textile and apparel exhibition brand in East China has gradually become the industry's favor.

Take a sports leisure brand OEM manufacturer as an example, in precise matching, they conducted 16 rounds of negotiations with 6 counterparts, and 5 of them reached an agreement, 5 of them were 2 channel companies, 1 were design agents and 2 were foreign trade enterprises.

As a result, the annual revenue growth was 18%, and profit growth reached 44%. The reason was that they established their own brand successfully and got the support from the strong channel providers, so that the profits earned by the overseas brands were caught in their own hands.

With its good quality control level accumulated in the OEM era, the sports leisure brand quickly broke out in the two or three tier cities, opened stores in 415 counties and cities, and has penetrated into the first tier cities such as Beijing, Guangzhou and Shanghai.

All this, the brand took only two and a half years.

The brand with hard waist has been firmly seized by overseas customers, and persuaded the buyers in the successful cases of the Chinese market, and attracted overseas brand agents, forming a virtuous circle.