China'S Apparel Industry Has A Long Way To Go To Create Brand Names

After entering the new century, China's domestic clothing has begun to reverse its original image, from cheap labor to ethnic costumes, and the exquisite workmanship and cheap price of Chinese clothing make it the new favorite of the world's major apparel markets.

But the most important quality has been in a fog.

Quality gate events have been staged everywhere. Different quality clothing has great impact on people's life and psychology.

This is related to the regulation of national standards, the quality control of clothing enterprises and the choice of consumers.

In this regard, voices from the three sides of the government, enterprises and consumers all expressed enthusiastic expectations for the continuous improvement of clothing quality.

Official: clothing quality problems are frequent everywhere.

According to official data, frequent clothing quality problems are irresponsible for consumers.

Beijing Bureau of industry and Commerce announced the recent quality monitoring of Beijing clothing market. The results showed that 5 kinds of children's clothing were fading, and 2 kinds of adult clothing "ingredient content" failed.

In 2009, 224 samples of textile and garment enterprises produced 446 samples in Shenzhen clothing inspection, and 307 batches were tested, and the qualified rate was 68.83%.

Among them, the sampling rate of children clothing was 82.24%, and the passing rate of casual wear samples was only 64.60%.

60% of the imported garments were disqualified, and Zegna, FENDI and other famous brands were also detected.

The Consumers Association of Shenyang also announced the complaints and consultation of the Shenyang Consumers Association System in 2009.

According to the nature of complaints, 1749 complaints about quality problems are still in the top place, accounting for 69.5% of the total complaints, mainly in clothing, shoes, hats, food, service industries and electronic information products.

According to the categories of complaints, the top 439 complaints were service complaints, accounting for 17.4% of the total, and 291 complaints of clothing and footwear, accounting for 11.6% of the total.

Enterprises: improving quality and self inspection level

At present, quality events on the market are outstanding, covering all kinds of brands at home and abroad, big, medium and small.

Clothing in the market does not conform to the relevant policies and standards, it clearly reflects that some garment enterprises have a weak foundation of standardization, a standard system is not perfect, and strict awareness of production standards is weak.

There is also a lack of understanding and understanding of the relevant standards.

The basic technical specification for national textile products stipulates that all textile and apparel products sold on the domestic market must be marked with textile safety information on the label, otherwise they will be punished.

The ratio of enterprises to apply for testing in accordance with national mandatory standards is very low.

In addition, the relevant standards of textile and apparel products are updated rapidly, and the contents are complex. Many enterprises lack relevant professionals, so it is difficult to accurately grasp the technical requirements of standards.

In addition, due to the low entry threshold of clothing industry, some SMEs have insufficient testing ability. They can only perform simple routine performance and function testing, lack the core testing ability of product quality, and some enterprises do not detect the core technical indicators of products, which is also an important factor leading to the failure of important product indicators.

As a matter of fact, all garment enterprises should strengthen their own innovation and brand building while strengthening product quality.

On the one hand, we should increase investment in research and development funds, improve the overall design capability, thereby improving the quality level and core competitiveness of industries, enterprises and products; on the other hand, we must strengthen the building of our own brand, take the development path of our own brand, and realize the pformation from simple foundry to brand marketing, from the use of inferior raw materials to reduce costs to add value to the brand.

While improving the quality of clothing, we should create brand of clothing.

Only in this way can more and more consumers be recognized, and their own brand awareness and reputation can be higher and higher.

Consumers: trusted brand clothing

When buying clothes, consumers should be clear about brand awareness if they do not understand the characteristics of all kinds of clothing. Brand means quality and clothing with a certain brand. Its quality is easy to trust consumers, while brands give consumers a commitment to action.

Similarly, the macro regulation and control of national policies and the gradual improvement of relevant standards are needed.

In January 1, 2005, the national mandatory standard 200GB18401 - 2003, "national textile product basic safety technical specification", which was formulated by the State Administration of quality supervision, inspection and quarantine, was formally implemented. Its purpose is to ensure consumers' health and rights and interests.

At present, the richness and speed of Chinese fashion market are no less than that of foreign market.

The price of foreign brands is high, and its models and styles are often not suitable for Chinese people's shape and aesthetic orientation.

The increasing quality of domestic brands has completely broken the myth of dress. Now, more and more manufacturers have established brand awareness, and will protect the health of consumers as a further quality standard. Consumers are very satisfied with this practice, and hope that more and more clothing brands will regard high quality as the fundamental and way out for enterprises.