How To Reinvigorate The "Chongqing Faction" Brand In Chongqing Clothing Industry

On the two day of the clothing festival, garment enterprises in Chongqing contacted many garment manufacturers and experts. The trend of garment industry transferring from coastal areas to the mainland is becoming clearer. Many foreign trade manufacturers have brought orders to Chongqing.

And Chongqing enterprises are not happy because of the bottleneck of their own, orders become a burden. Due to various historical reasons, the clothing industry in Chongqing is at a low level of competition. An obvious weakness is that there is no complete supporting system. The "meat" to the mouth is very painful to eat, like "stomach disease". In this regard, people from all walks of life said that the clothing industry in Chongqing is facing a good opportunity. As long as brand, design, service and industrial clusters are working hard, the Chongqing garment industry can set up its own industry status.

In recent 6 years, the garment industry in Chongqing has achieved rapid development speed, but it occupies a relatively small proportion in the whole country. In the clothing industry of Chongqing, there are 13 enterprises that sell over 100 million, with a total output value of 17 billion 500 million yuan. But the data of China clothing association show that last year about 40000000000 garments were produced in the whole country, and less than 2% of the garments produced in Chongqing accounted for the whole country. And behind this data is: Chongqing clothing industry, there are four "missing" points.

Lack of matching difficult to occupy the commanding heights

"We do not worry about orders, but there are no supporting enterprises." Zhang Houying, general manager of Chongqing Daxing children's products company, told reporters that in fact, Chongqing did not form a complete industrial chain. "My clothes are made in Chongqing, zippers are shipped from Yiwu, and fabrics come from Guangdong." Zhang Houying introduced, such as a zipper, in Yiwu only to sell a few cents, pull to Chongqing to pay a freight. Actually, it is not the freight but the time that makes her headache. Garment production has always been a race against time. Every season, when new products can be hung up to consumers in the first place, who will occupy the "commanding heights" of the trend. "It's very simple to find the trend of fashion. France can open a fashion show and see it online." Chen Gang, chairman of Chongqing St. baiting Fashion Co., Ltd. believes that if a good design can not be produced in time, it will only stay on the drawing.

"Coastal clothing industry is strong in its supporting chain, in fact, outsiders feel that Chongqing's clothing is very fashionable." Tang Juncai, executive vice president of Chongqing Garment Association, said that the clothes designed by Chongqing are not exported to the coast from style. Because there are a large number of fabric production enterprises along the coast, the new fabrics developed are also purchased by local enterprises for the first time. "And we can only see people using new fabrics on new products, and then follow up." Zhang Houying said. Wang Guoping, general manager of Shanghai nine Nuo clothing company, said that there are many supporting enterprises in Jiangsu and Zhejiang provinces. If a brand owner has a request, he needs to make special buttons, communicate on QQ, and transmit the graphic network to the factory after one or two hours. But production of garments in Chongqing will take several days unless air freight is provided.

The shortage of workers did not dare to answer.

"It's not that we don't want to pick up the list, but that the workers are not enough to finish the order." Wang Yingying, chief financial officer of Chongqing Shu Wang Industrial Development Co., Ltd., said that the total number of the company is 600, and at present there are at least hundreds of ordinary garment workers at the grass-roots level. Wang Yingying believes that before the clothing workers are the main force after 60, 70, now 80 and 90 are not willing to do garment processing. Wang Yingying introduced that to become a skilled garment worker, the training period should be at least six months. It is understood that the company's chief executive is actively working with Japanese clothing equipment manufacturers, hoping to reduce labor volume and attract workers through technological reform. At the same time, reduce the amount of labor and ensure the company's operation.

Lack of "matchmaker" difficult to move to the whole country

Chen Gang, chairman of Chongqing Sheng baiting Fashion Co., Ltd., said that how to push its products to the outside world is the common predicament of Chongqing's local clothing enterprises. "The clothing of our city sells well in Yunnan, Guizhou, Sichuan and other places." Chen Gang said that Chongqing is an inland country and has no advantage over channels. Take Shanghai World Trade Center as an example, on this international trading platform, tens of thousands of orders are signed. And manufacturers in Chongqing often have to attend trade fairs in Shanghai and Guangdong before they can meet customers from all over the country.

Lack of leading brand is not loud.

Li Kailuo, President of Guangdong Fashion Industry Research Institute, believes that Chongqing's clothing industry lacks the brand which is called in the whole country. Without a leader, the whole industry will be short of height. He repeatedly exchanged with Chongqing's clothing enterprises, and found that everyone's brand awareness is not strong. "Most of the thinking stays in the workshop stage, doing is" add and subtract ", the eyes only cost and profit. But now clothing enterprises should do "multiplication" to create brand names. {page_break}

give counsel

Build industrial clusters to compete for the right to speak in the industry

"Now is a good opportunity for the development of Chongqing's clothing industry." Li Kailuo, President of Guangdong Fashion Industry Research Institute, said that the "80's" consumer group is on the rise. The generation of 220 million people has a unique consumption demand. The clothing companies that were good at meeting their previous generation were the brands in the market, their thinking and the new market brought about by the "post-80s" did not match the tempo, and the past achievements were just the burden of these big enterprises. Chongqing's clothing enterprises, small and medium-sized enterprises, small boat and good turn, is a good opportunity for development.

"Matching business, trading platform... Without huge industrial clusters, these are empty words. Tang Juncai, executive vice president of Chongqing Garment Association, said that the current situation of Chongqing clothing is a brand, and Chongqing goods are popular in the field. The brand is so large that everyone is in the wrong position. Clothing enterprises in Haining, Zhejiang did not make a name for themselves, but the government concentrated these enterprises on planning. We subsidize each other and take advantage of each other's advantages. Naturally, when you come to me, you will have a huge industrial cluster. Such an industrial cluster can bring a lot of business opportunities, and will certainly attract the entry of raw material manufacturing enterprises and equipment manufacturing enterprises. Completely solved the matching problems. And the emergence of cluster effect will naturally make Chongqing a collection and distribution of clothing transactions, not when we go outside to find customers, but customers to Chongqing to find goods, local enterprises can have the right to speak in the clothing industry in the country.

At the same time, it is more convenient for the government to standardize the management of clothing enterprises. "First, scale can form norms and form industry standards." Tang Juncai said that the Chaotianmen clothing association is also looking for land in the districts and counties, hoping to gather the clothing enterprises in the association to form a cluster effect.

Li Kailuo said that through the introduction and cultivation of the government, the government can cultivate several large garment enterprises through the big ones. clothing Enterprises, forming demonstration effect and gathering effect, attract more garment supporting enterprises to come to Chongqing, thus forming a complete industrial chain.

Abandon low price competition and enhance brand awareness

How can Chongqing's garment industry seize the opportunity of industrial transfer? Yang Yang, chairman of JEANSWEST International (Hongkong) Co., Ltd., gave the answer: "we should introduce more promotional activities to enhance brand awareness."

Wine is also afraid of deep alley. clothing The same applies to industries. Yang said, a city's development of garment industry, promotional activities is essential, so that people can quickly understand your clothing positioning, easier to accept your style. "This is one of the reasons why we spend a lot of money on the design competition in Chongqing." He said with a smile.

Wu Kezhong, President of the dominant capital company who invested in Focus Media, PEAK and Anta, said that the Chongqing garment industry could consider the mode of Fujian Jinjiang instead of Wenzhou and Dongguan. The clothing industry in Wenzhou and Dongguan in that time relied on low cost and low price competition to expand the market, and finally dug itself into a pit for themselves, so there would be a "shortage of migrant workers" crisis. Similarly, Jinjiang, a garment foundry, was born with famous brands such as PEAK, Anta and Hongxing Erke. Deng Xiaoqin, general manager of Chongqing Dream Poetry clothing company, agrees with the development of her own brand. She thinks that it is just to give overseas brands to do foundry work, they are always working for others, the profits are mostly others, they take risks themselves, they can only get smaller profits. Instead, we should develop our own brand and let others work for us.

Strive for novelty and enhance competitiveness of clothing

At the meeting, Shen Yonglan, chief representative of Finland rema Shanghai representative office, brought a pair of children's trousers and a child's clothing, attracting the attention of many manufacturers. The special thing about this child's trousers is that there is a thin 1 centimeter wide tape at the trouser leg, so that when the child puts on his trousers, the tape will be trampled underfoot, the trouser tube will not roll up, and it will not be cold in winter. The oddity of clothes is the zipper inside the clothes, with two rows of tapes and a buckle on it. "In winter, when the children wear some clothes themselves, the trouble is that adults can first put several clothes together through this button, and the children can wear several clothes on their clothes only once." Shen Yonglan said that the clothing industry in Chongqing also needs to do some small humanized design from the perspective of human nature to increase the competitiveness of clothing.

Breakthrough in four directions and grasp future trend

To make the garment industry strong, we must break through four ways. Jiang Hengjie, executive vice president of China Apparel Association, believes that the industry chain, technology, service and differentiation are not only Chongqing. clothing Industry is also a breakthrough for China's garment industry in the future. In the industry chain, we should not only vigorously build the supply and marketing network, grasp the channels, but also break through the upstream of the industrial chain, divide the soup in the international raw material market, and grasp the lifeblood in our own hands. In science and technology, we need to invest more, not only in the design of clothing, but also in the manufacture of new machines. In terms of service, do not stare at the cost from the eyes, but study the requirements of the customers. In terms of differentiation, we should not only pay attention to the differentiation of overseas markets, but also see that in the vast domestic market, the two dimensional structure of urban and rural areas should be differentiated, such as designing corresponding products for the rural market.