Policy Support Clothing Brands Compete For International Market

　 Recently, the China clothing association announced the "guiding opinions on the establishment of a strong program for the development of China's clothing power" (discussion draft) (hereinafter referred to as "the outline of the great power"). In order to extensively solicit the true view of the enterprise, this journal has launched a series of hot reports on "the outline of the great power". This journal publishes 4 entrepreneurs' ideas. 

"Group style" development for the right to speak

In the draft of "the outline of the great power", it is pointed out that the future "textile and Garment Group, clothing brand group and transnational group" will become the trend of the times. Each enterprise has a grand description of its future. In this process, different enterprises have different track of development. To see what these enterprises rely on to win the future.

Gao Dekang, chairman of Limited by Share Ltd, Boston.

Flowers bloom in spring

In the post financial crisis era, the adjustment of the industrial structure of the garment industry has accelerated the process. Enterprises with independent technology, independent brands and independent marketing networks, with high management level and strong market development capability, will further establish their own competitive advantages in the adjustment.

Bosideng aims to transform itself into a respected world-renowned integrated garment operator and become a multinational Garment Group with global market radiation capability. This goal is based on the status quo of enterprise development and the accurate positioning and scientific judgement of the trend of the international garment industry. Chinese clothing brand can no longer be mixed up with the "Red Sea" of the industry, and is satisfied with the little added value of traditional manufacturing. We should try our best to create the "smile curve" of the industrial value chain on the basis of Seiko manufacturing, and work hard in brand operation, creative research and development and marketing channels, and achieve the upgrading from "product" to "brand", from quality driven to innovation driven.

The development of enterprise groups is not to monopolize interests. Bosideng does not seek to be big and big, but seeks to integrate the industrial quality resources and share the market "cake" with brand advantages, promote the optimization and upgrading of regional economic industrial clusters and brand clusters, and promote the ecological balance and harmonious development of the whole industrial chain. For a party's economy and an industry, it is not spring, but flowers bloom in spring. Bosideng always insists on promoting and guiding the development of small and medium-sized enterprises around the world. During the financial crisis, Bosideng concentrated energy on brand, design, research and development, and channels, leaving upstream businesses to cooperative enterprises. The company produced large orders for small and medium-sized enterprises to process and produce, and sent technicians to train and guide. At the same time, we give bonuses to dozens of small and medium enterprises with strong sense of innovation and rising space, and encourage them to use technology to enhance their competitive power.

Sun Zhenke, general manager of Shandong Nanshan Garments Co., Ltd.

Improving industrial chain and enhancing influence

Today, Nanshan Group has the core leading industries such as aluminum industry, textile and clothing industry, tourism industry and so on, and has strategically expanded six major industries, such as energy, building materials, wine, golf, education, finance and so on.

In the course of developing the business concept of "prominent industry and chain operation", Nanshan has owned world-class industrial parks such as the world's largest production base of worsted compact spinning fabrics. At the same time, the wine industry represented by Nanshan manor, the tourism industry represented by the "Donghai Nanshan" and the education industry represented by Nanshan college, together with the rising real estate industry, have made Nanshan a world-class wealth center.

Another important implication of Nanshan textile and apparel industry "building the most perfect industrial chain in the world" is the extension of the industrial chain. Nanshan clothing is fully operated in accordance with the concept of brand operation. In order to make the brand bigger and stronger in the future, clothing should choose raw materials according to the development requirements. For example, fabrics, Nanshan's own production is suitable for use, sometimes with some special fabrics, to be purchased from abroad, they have fashion and new style of technology. Our clothing products do not depend on their own fabrics.

The development of collectivization and multi industries will provide more stable industrial support on Nanshan future development path, enhance the ability to resist risks, and improve the industrial efficiency through the integration of internal resources, and create the value of other large products. This will also become the biggest weight for the competition between Nanshan and world-class enterprises.

　 Policy support brand competition for international market

Striving for industry development policy is a major event concerning the development interests of every enterprise. Every enterprise has deep experience in such aspects as "fund service SMEs, project support independent innovation, project guidance industry transfer, capital support brand and enterprise going out, international financial support industry, and setting up a new international image".

Wang Jianxun, general manager of Henan Jin Rong Trading Co., Ltd.

Government support gives enterprises 100% confidence.

As an enterprise in Zhengzhou, I have a very deep understanding of the importance of policy environment for enterprises. In recent years, the governments of Henan and Zhengzhou have great support for the development of Henan's clothing industry. In March this year, the Zhengzhou municipal government invested 1 million 440 thousand yuan to support Zhengzhou's ten trousers industry groups to participate in the exhibition CHIC2010, and the exhibitors were subsidized 70% of the exhibition fees. In May 13th, the Zhengzhou municipal government awarded the local top 10 clothing brands and rewarded 2 million yuan. This year, the Zhengzhou municipal government decided that the annual support fund for the Zhengzhou garment enterprises should be no less than 30 million yuan, and after that year, the sales revenue of the garment industry in the whole city will exceed 100 billion yuan by 2015. This shows that the Zhengzhou government has the ambition to develop the Zhengzhou garment industry. More specific content is: cultivate more than 1 billion yuan annual sales income of about 10 enterprises, annual sales income of over 30 yuan enterprises, more than 30, create national brand or well-known trademark 3~5, cultivate or introduce listed enterprises 5~6 home, build national level enterprise technology center, home. For the state-level enterprise technology center established by the state and provincial and municipal departments concerned, the municipal finance will grant a one-time subsidy of 1 million yuan. There is no doubt that the government's policy and financial support will effectively promote the overall rise of Zhengzhou's clothing enterprises.

Hu Gang, chairman and general manager of Yichang Fashion Co., Ltd.

Brand needs good "ecological environment".

From our personal experience, the Chinese clothing market has gradually entered the "brand era" from the "product era" of clothing consumption, and many garment enterprises began to operate and implement their own clothing brand strategy. Through the operation of clothing brand, we continuously integrate internal and external resources and establish channels to achieve brand competitiveness in the market.

To build a strong garment country, we must first have China's international clothing brand, have the influence of the world's Chinese creativity, and establish the strategy of internationalization of China's clothing brand. Only by promoting the internationalization of Chinese brands can we create the international competitiveness of Chinese brands.

Many Chinese clothing enterprises with international brand DNA have strong brand development, but they need more policy support and financial support. In the "brand era", the state should encourage international creativity of Chinese brands, promote brand growth, transform independent brand enterprises from "pure world brand" processing plants into "international brand" operators, strive to integrate channel resources, promote the rapid development of garment enterprises, promote the listing of Chinese clothing brands, and enhance their international competitiveness. It is worth emphasizing that trade associations should appeal to the government to give more beneficial and sustainable policies and financial support to Chinese clothing brands, and create an "ecological environment" conducive to the growth of clothing brands, and boost more Chinese clothing brands onto the international stage.