Strong Enemy'S Attack On Liuhua Clothing Calls For "Leading Sheep".

It has been said that Guangdong clothing has lost several opportunities for strong development. The first time is to build a strong brand, which is lagging behind Zhejiang and Fujian. The second time is clothing capital operation. "If a regional industry is not supported by big brands, it will never become a big climate, and it will not attract more attention. Such an industry group can only be regarded as a processing base."

Well, when China

First, encourage enterprises to rely on capital and make bigger brands.

Today, when the terminal is king, the product is homogenized and even the decision-making is homogenized, the competition of clothing brand is concentrated on the competition of the terminal resources. The quantity and quality of the terminal have become one of the core competitiveness sources of the garment enterprise.

As the cost of shops increases year by year, a street store with good location and large area often needs tens of millions of yuan of funds. Therefore, brand competition is increasingly reflected in the competition of overall strength, especially the financial strength.

"Financing difficulty" has always been an impact.

Since 2007, when the seven wolves bought AI Du, after BELLE acquired the company, more mergers and acquisitions between brands and channels will be completed through the capital market.

In the first two years, YOUNGOR invested $120 million to acquire the 100% stake in Smart100% owned by KWDASIA and KWD, and became one of the largest overseas mergers and acquisitions in China's apparel industry so far on the scale of acquisition funds and assets.

Wang Xianqing said that Guangdong clothing enterprises no matter

Two, we need to subdivide brands and snatch accurate target groups.

Nowadays, the era of registering a trademark and designing a LOGO can operate the market has passed. The core of the brand is not what the enterprise has but how to design products and provide services according to the needs.

"Who knows the consumer in the future, who can really build the brand?"

Li Kai Luo, President of Bi LAN International Investment Consulting Co., Ltd. said that the development of Liuhua clothing brand should be pformed from traditional single brand competition to sub brand group competition.

For example, the seven wolves aimed at young people launched by Mark Ed Faye and Shanshan in the high-end leisure men's wear launched by the ma ke AI Sany brand, "finally formed is to subdivide the brand to grab accurate target crowd competition mode."

In addition, many enterprises have begun to focus on original works while creating brands.

Yang Dayun, President of UTA Fashion Management Group, believes that Liuhua clothing brand should learn to apply international popular information and apply this resource to design, which is much more important than just drawing on the popular details from the clothing exhibition.

"Consumers are increasingly seeking personalized and emotional products, emphasizing that the originality of products has become the mainstream of consumer consumption."

Yang pointed out that in this regard, more and more women's clothing enterprises in China are developing in this direction and have achieved fruitful results.

Three, we must attach importance to technical standards and enhance the right to speak.

The control ability in the clothing value chain is largely derived from the intangible competitiveness of R & D, design, brand and market channels.

"Whoever grasped the core link of the value chain would seize the whole value chain and control the industry."

Gu Qiang, director of the planning department of the Ministry of industry and information technology, said that after the financial crisis, a number of famous international brands were taking China as a life-saving straw and constantly appearing in various cities. They jointly operated with Chinese enterprises through technical cooperation and management support, and gradually cut the share of China's clothing market.

LVMH group, GUCCI group and PRADA group respectively control the high-end market with the annual turnover of 13 billion euros, 2 billion 500 million euros and 1 billion 700 million euros. In addition, the United States' GAP, Spain's ZARA, Sweden's H&M, Japan's UNIQLO, Germany's C&A and other international fashion fast fashion zero sale brands accelerate the deployment to China, with the "large quantity and small amount" as the business strategy, and greatly impact the market.

Gu Qiang emphasized that we should attach importance to technical standards from the government level, strive for more Chinese technical standards to become international standards, enhance the division of labor in the global value chain, support enterprises to apply for patents, implement patents, and promote the industrialization of patent technology.

It is reported that the upgrading and pformation of Liuhua park has been incorporated into the "11th Five-Year" special planning project of Yuexiu District's trade and service industry. It will promote the high-end elements of the garment industry to the Liuhua business circle through the integration of the industrial chain, and guide the development of the Liuhua business circle from a single wholesale market to the high-end elements such as design, innovation, brand and marketing.

By 2020, Liuhua mineral clothing business circle will be built with an international sales volume of 100 billion yuan (including e-commerce) and 100 Brand Company headquarters.

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"Strong enemy" faces many disadvantages.

In the past 2000 years, nearly 5 new garment markets in China accounted for 70% of the total garment market and 85% of the garment market.

Clothing brands represented by Shanghai, Zhejiang, Jiangsu, Shandong, Fujian and other places have gradually grown and matured, and regional "bold and powerful" have been separated from each other.

Faced with multiple attacks, we had to face up to the disadvantages exposed by the Liuhua clothing trade circle.

There are many brands, but not many famous brands. {page_break}

At present, although there are many brands in Liuhua mineral spring clothing market, there are not many famous brands that can occupy a place in the domestic and foreign markets.

At present, Guangdong clothing lacks "well-known trademarks", and many production bases are produced for well-known brands all over the world.

According to the latest statistics of customs, 1~5 months in 2010, Guangdong exported 12 billion 890 million dollars of textile and clothing, which increased by 15% during the same period. It can be seen that Guangdong clothing's dependence on exports.

Comments: Humen has YISHION, pine eagle; Zhejiang Ningbo has Shan Shan, YOUNGOR, Luo Meng; Wenzhou has reported birds, Metersbonwe.

Liuhua is lack of the leading brand. The enterprises in different industrial clusters are mainly low-level imitation and plagiarism. They are too pursuit of "quantity" and ignore the "quality" of enterprises, and do not strive to enhance the competitiveness of enterprises in the industrial cluster.

Lack of clothing professional and technical personnel

After more than 20 years of development, Liuhua mineral spring clothing business circle now has 34 specialized clothing markets, with an indoor area of about 600000 square meters, more than 50 thousand employees, a daily average traffic volume of 200 thousand, and an annual turnover of more than 50 billion yuan.

But design talents are the most scarce among Liuhua garment enterprises, especially those who have many years' experience and understand the trend of international fashion market.

Comments: because of market segmentation, fashion designers are also beginning to subdivide.

Li Jihai, President of the Guangzhou Fashion Designers Association, said that at present, designers of Guangdong women's wear, jeans and children's wear are especially lacking, especially children's wear. They know that children's wear market is less able to design.

Serious disorder of competition

Liuhua business circle is a spontaneous market. Although it has strong vitality, it lacks comprehensive planning and various supporting facilities.

After nearly 20 years of development, problems are gradually emerging.

Such as blindly duplicated construction, disorderly expansion and self governance, all of these bring difficulties to effective management of the market.

Some investments focus on immediate interests and are built on the basis of the concept of real estate construction.

Comments: Wang Xianqing, director of the Institute of circulation economics, Guangdong University of Business, said Liuhua clothing lacks an atmosphere of brand Convention and exhibition venues, and many garment cities lack facilities such as parking spaces, so that brand building is lost.

In addition, there are still some problems in the investment mode of Liuhua, and the value of the shops is very high by using geographical advantages. Finally, it will push up the business cost of business places in the business circle and create a vicious circle.