Tianjin Clothing: What Is The Crux Of Brand Development?

Years ago, when we entered the clothing market of large shopping malls, Jinhua clothing had always been the dominant position, and consumers were also willing to buy Tianjin clothing. With the upgrading of shopping malls and the introduction of new brands, some local brands have been eliminated. The existing brands are worried by external challenges, and this trend is still continuing. Why is Tianjin clothing so embarrassed and the crux of its brand development?

Excessive demand and lack of brand in Tianjin

According to the statistics of Tianjin clothing chamber of Commerce, the number of garment enterprises in Tianjin in 2009 was 1792.

Among them, the brand has a high reputation and strong strength, and has sales in both the local and the outside areas. It has a relatively sound sales network and system which accounts for about 15% of the clothing industry in Tianjin, such as Ying Da, Miguel and so on. It has a certain strength and sells well in the field, but its brand popularity is about 20%. Besides, the enterprises with processing type or mainly wholesale are relatively concentrated, such as Baodi District, Wuqing district and Jinnan District, which account for 60%.

As of 2010, the basic situation remained unchanged.

Tianjin has a population of more than ten million people, the total consumption of clothing is huge, and the market share of local clothing products is only 10%, which is very incommensurate with the huge market demand.

The cruelty of market competition, low technology content, lack of brand and lack of innovation are easy to be marginalized by the market.

Those enterprises that had been winning by imitation were in the fashion market in the increasingly short fashion cycle.

Famous brands occupy the top ten of big stores.

At present, Tianjin's local brand clothing sales mainly rely on the major shopping malls in the city, some account for more than 60% of the total sales, and the products are mainly concentrated in middle-aged and old men's and women's clothing.

From the sale of some large shopping malls, most consumers agree with local brands, and many real estate clothing brands have always been among the top selling brands. For example, Ying Da, Nicks, Jin Hongda and Lai Dade brands in Tianjin shopping malls, Binjiang shopping and other large department stores are not vulgar.

Tianjin's locally produced JACK&JONES and Sunwell brand are ranked the top three in the traditional fashion department stores or young fashion men's wear stores.

Even so, the well-known brands that can take a firm foothold will be reduced with the upgrading of shopping malls.

Difficult to exceed the threshold of new department stores

What is worrying is that in recent years, new stores in Tianjin's department stores are coming, but it is very difficult for them to enter the clothing industry.

Le bin department store, far east department store, Parkson Shopping Center and Hisense Plaza are all dominated by clothing, but for the clothing industry in Tianjin, due to the high entry threshold, most of them are not qualified to enter the store, so they have to give way to foreign brands.

It is a pity that most of the Jinsheng garments are only out of field sports in the situation of the expanding capacity of the clothing market.

Soon, great joy City, Hutchison Whampoa, Tianjin center and Hang Lung Plaza will be unveiled one after another, each of which will assemble a large number of clothing brands, which will be a severe test for Tianjin's clothing brand.

Short board of industrial chain

Why is Tianjin's clothing industry difficult to enter the fashion hall? For this reason, the clothing trade association of Tianjin analyzed from the perspective of industrial development that the overall development level of the garment industry cluster in the city was low, and there was no competitive area.

Although many clothing enterprises, but small scale, good quality and good efficiency of leading enterprises, and their own, can not form a resultant force.

It is undeniable that nowadays, there are not many famous brands in Tianjin's clothing industry. In terms of product structure, the proportion of middle and low grade products is very large, the proportion of high value-added products is small, and the ability of product design is not strong; most of the main products of Tianjin garment enterprises are concentrated in several narrow fields, such as suits, jackets, middle-aged and old women's fashion, and many kinds of clothing need to be OEM after purchasing in the south.

Children's clothes and casual wear brands, which are increasing rapidly in market demand, have always been a weakness.

Foreign trade processing enterprises basically do not create their own brands, most of them are labor-intensive enterprises with low technology content and low profits.

In addition, the clothing industry chain of Tianjin is not complete, and the self-sufficiency rate of medium and high grade garment fabrics is low, resulting in the selection of fabrics for clothing enterprises to go to Guangdong, Jiangsu, Zhejiang and other places.

The lack of related products such as knitted products, garment accessories and other related products also causes the cost of Tianjin garment enterprises to rise, and the competitiveness of products is not strong.

In addition, Tianjin's garment industry is short of talent, lack of training and management, and lack of technological innovation. Clothing enterprises have difficulty in financing, taxes and fees, and at present high cost of employment. Clothing enterprises generally reflect declining profits, and some garment enterprises turn to invest in other high profit industries, thus weakening the competitiveness of the overall garment industry.

In order to create a climate and create brand, it is also very important for enterprises to promote their policies.