Current Situation And Development Strategy Of Chinese Foreign Trade Garments

Chinese clothing is divided into two categories: Chinese clothing and Western style clothing. China's clothing industry has two very important first: the world's first "garment manufacturing power" and the world's first "clothing export power."

However, there is a saying about the current situation of Chinese clothing's foreign trade: the Chinese made one hundred million pairs of trousers for a European plane. This is the embodiment of the poor international competitiveness of China's garment industry. Under the situation of economic globalization, the competition in the garment industry is becoming more and more serious. This is not only a new opportunity and challenge for China's garment industry, but also a key to China's development from a big garment country to a strong garment country.

The status quo of China's foreign trade garments

(1) the brand of China's garment industry has no scale.

In recent years, although the brand awareness of Chinese clothing enterprises has been constantly strengthened, there are only a few well-known trademarks in China's apparel industry, and there is a lack of real international clothing brands. The most mature and competitive international clothing industry in China is men's wear and down garments, such as Shanshan, YOUNGOR, seven wolves, Bosideng, Metersbonwe and other famous brands, which have concentrated on several listed companies. Their brands are strong, and their scale and competitiveness are at the forefront of the apparel industry. But overall, profitability is still too low. Mainly through low-cost advantage in international brand competition.

(two) low level of clothing design in China

The low international competitiveness of China's garment industry is mainly reflected in the low level of design. The main problems existing in the clothing design of our country are imitation and plagiarism. The domestic general brands are plagiarizing the domestic brands, and the domestic brands are copying foreign brands, and the Chinese clothing industry is plagiarized. This is also the biggest tragedy of Chinese fashion industry. The embarrassing truth of cheap labor and huge market fostering international brands and raising foreign designers. Many large garment enterprises in China are actually typical processing enterprises, whose production capacity is relatively strong, and their design and marketing capabilities are relatively weak. The low level of clothing design is the main reason for the poor international competitiveness of Chinese clothing.

(three) low added value of clothing products in China

Generally speaking, China's foreign trade clothing occupies a very heavy part in the world. This component refers to the accumulation of "quantity" and is far from enough at the "quality" level. That is to say, our foreign trade garments only focus on quantity and not on quality. This is mainly reflected in the fact that the clothing industry in China is producing low quality goods under the low technology threshold and low labor force. Moreover, many industries in China are still low-level duplicated construction, so there is little added value.

(four) China's clothing market sales network

Due to the lack of design ability of clothing, the development strategy of China's garment enterprises is limited by the electronic commerce paper. Lu Xiaohu, vice president of Hongxing Erke, pointed out that the biggest difference between China's current clothing brands and foreign advanced brands lies in the difference between supply chains. "The number of stores that we set up a lot of brands startle you, 6000 or even 1, but in fact, such a goal can not survive for a long time. Brand competition does not depend on the size of the store. The real success is to integrate the world's largest manufacturing supply chain with the supply chain, as well as the development of an increasingly strong logistics supply chain. China's clothing industry is relatively deficient in terms of marketing technology and value-added services.

Two, developing China's foreign trade clothing strategy

(1) create brand advantages and enhance international competitiveness.

Brand is an intangible asset. It is a general term for added value of products. It is a complex of an enterprise and its products. It covers the comprehensive characteristics of enterprise's innovative ability, enterprise management, market positioning, and marketing services. The establishment of independent brand is the only way for the garment industry to move towards the high-end of the global value-added chain. The core competitiveness of clothing brand lies in product innovation and product quality. At the same time, brand positioning is a good location for consumers, and the idea of satisfying the needs of consumers as a center is penetrated into all aspects of product design, production, sales and after-sales service. It embodies the quality of details, embodies the connotation of culture, and satisfies the needs of consumers at different levels. With the core competitiveness of the brand, improve the international competitiveness of China's clothing.

(two) improve the design level and increase the added value.

The increase of the added value of clothing products and the rise of strong brands are one of the driving forces for the sustained growth of our clothing export trade. In 2006, exports of clothing and accessories reached US $94 billion 830 million, an increase of 160% over the 2001 US $36 billion 538 million. According to the data, China's clothing and accessories export competitiveness index in 2001 is 0.932006 years, 0.962007 years and 1~5 months 0.97. In order to get rid of the lack of international recognition, weak competitiveness and low value-added brand value, China's clothing enterprises should diversify from passive imitation processing enterprises to brand management enterprises. This puts forward higher requirements for the level, structure and practicability of talents. Therefore, the garment industry in China should strengthen the research of personnel training mode and form a group of compound fashion talents with high professional quality and practical ability, so as to improve the design level of our clothing and to give strong impetus to the follow-up development of China's garment industry.

(three) strengthening marketing capabilities

The competition in twenty-first Century will be competition among supply chains. Strengthening industrial supply chain management has become a strategic choice for the world's enterprises to further enhance their competitiveness. The development of China's foreign trade clothing marketing capabilities can be achieved through e-commerce on the Internet. E-commerce has become the new economic growth point of various countries in twenty-first Century because of its characteristics such as simplifying the trade process, exceeding the limitation of time and space, low cost and large profits. For the garment industry, enterprises and individual consumers, the conditions for the development and Realization of B to B, B to C e-commerce are basically mature, and the state is strengthening the legal support. Therefore, it is necessary to strengthen its development and implementation, and promote its application and promotion.

Conclusion:

According to the current situation of China's foreign trade clothing, to improve the international competitiveness of China's foreign trade clothing industry, we must comprehensively improve the quality of products, clothing culture, design level, technology and equipment level, management level, talent quality, information level and public service ability in the clothing industry, guide the development of science and technology in the industry, promote the scientific and technological progress of enterprises, and drive the upgrading of the whole industry. It will promote technology, innovation, independent research and development capability, and high technology development and production capacity in the industry.