Brand Advantage Is Still Insufficient: Where Does Tianjin Clothing Break Out?

Tianjin's economic development pillar industry Tianjin textile, an important livelihood industry. Clothing industry In the face of the new economic development, in the fierce market competition, such deficiencies and problems have appeared, or even some of the advantages have also become inferior. Through interviews, I learned that brand building, industrial structure optimization and policy guidance and support have become the key links of the garment industry in Tianjin.

　　 brand Advantage is still insufficient

In the interview, I learned that although the clothing industry in Tianjin has many well-known brands such as Ying Da, Miguel and other "China famous trademarks", such as "famous trademarks of China", "Nicks", "fly", "Nicks", "white rose" and "many famous brands" such as "Dawei", "Tang Pu le", "Fu Fen", "Yongzheng", "Jin Hong Da", etc., compared with provinces such as Guangdong, Shanghai and Beijing, the advantages of brands in terms of popularity and added value are not outstanding. According to industry sources, in fact, in many popular categories such as suits and casual wear, the products of Tianjin's local brands are not inferior to those of some brands in the south, whether they are fabrics, workmanship or styles. However, because the brands are not "loud enough" and "not enough", even half of the price can not be recognized by more consumers. In addition, export and foreign trade enterprises, which occupy an important share in the garment industry of our city, do not basically have their own brands. Most of them belong to the labor-intensive processing enterprises with low technology content and low profits.

The industrial structure needs to be optimized.

Through the latest "Tianjin clothing industry development report" of the clothing trade association of Tianjin, the author learned that as of last year, the number of garment enterprises in this city was nearly 2000, and the number of employed workers exceeded 140 thousand, plus the number of people engaged in garment industry directly or indirectly in the links of fabric purchasing, clothing design, market development, shop design, wholesale sale, logistics and spanportation, import and export trade, brand agency and so on, reaching 900 thousand yuan, operating income amounted to 31 billion 147 million yuan, and the output value was 9 billion 100 million yuan, and the whole industry had a fairly large scale. But it is understood that from the industrial structure analysis, Tianjin's clothing industry does exist many deficiencies. First of all, although there are many garment enterprises in Tianjin, but small scale, good quality and good leading enterprises are few, it is also very difficult to play a pulling role in the industry. In addition, Tianjin garment industry chain is incomplete is also a prominent problem. Insiders told the author that at present, the self-sufficiency rate of the middle and upper grade garment fabrics in the clothing industry of Guangdong is relatively low, resulting in the selection of fabrics for clothing enterprises to purchase goods in the areas such as Guangdong, Jiangsu and Zhejiang, and the lack of related products such as knitted products and garment accessories, which also makes the cost of garment enterprises in Jiangsu Province rise and the competitiveness of products is not strong.

Policy level looks good.

In the interview, the author also learned that most of the garment enterprises in this city expect the industry to be good at the policy level. Taking the financing difficulty which is generally reflected by the clothing enterprises as an example, the survey shows that one of the main reasons for the rejection of loan applications by financial institutions in Tianjin is that there is no suitable guarantee and lack of collateral approved by financial institutions, and some financial institutions attach great importance to mortgage and guarantee, which makes it difficult to solve the financing difficulties of garment enterprises. Some clothing enterprises have reflected to the author that Tianjin clothing enterprises have many "well-known trademarks in China" and "famous trademarks in Tianjin". Similar to these intangible assets, many other provinces and cities have already obtained mortgage loans. However, most Tianjin financial institutions do not recognize this form at present. A survey conducted by the Tianjin clothing trade association also showed that 31.5% of the private clothing enterprises encountered obstacles in the course of Tianjin's operation and development. 76% of the private enterprises expect the government to provide tax incentives.