Buying Local Clothes Can Really Support Domestic Garment Enterprises?

　　 Clothing enterprise Competition for the consumer market is a permanent goal. China's economy is good and huge. consumer market And the potential of mining can attract the attention of domestic and foreign garment enterprises. China's foreign trade clothing enterprises have entered the domestic market in transition. Some two or three brands abroad are also entering China. Competition for China's clothing consumption market has entered a stage of actual combat, and it is a white hot business war stage.

For China's clothing consumer market competition, some people hope that the Chinese people will buy Chinese clothing brands and support China's own garment enterprises. "Under the same quality, consumers should give priority to the purchase of local brands and support the development of Chinese enterprises. Entrepreneurs should also abide by social ethics and produce products of high quality and safety. This is the voice of the clothing industry at present. But can buying local brands really help domestic garment enterprises?

I do not think so, and this appeal itself is somewhat paranoid. First, let's take a look at what the Chinese clothing enterprises are doing and where they are in the industrial chain, and then discuss the problem again.

" Big manufacturing country, small brand country "Is the current situation of China's clothing industry. China's manufacturing is at the bottom of the industrial value chain with little added value. The most powerful part of Chinese clothing enterprises is to produce garments. Garment manufacturers rely on clothing orders, regardless of whether the order comes from Chinese clothing brands or foreign clothing brands. Garment production enterprises will make production. From this perspective, the income of foreign clothing brands consumed by Chinese people is also used to reimburse clothing manufacturers' order costs. Chinese consumption of foreign clothing brands is also an indirect support for Chinese garment manufacturers.

With the development of China's garment industry, the domestic clothing brands have begun to separate the design from the production, and gradually withdraw from the production field. The clothing brand itself focuses on the design and brand operation, and the production links are completely outsourced. Under such circumstances, garment manufacturers can receive more domestic clothing orders, of course, a better trend. The problem is that at present, there are still few clothing brands that can separate design from production.

Clothing companies also have their own clothing brands. In recent years, the rise of domestic clothing brands such as Shanshan, Bosideng, red beans and YOUNGOR has made Chinese people recognize the brand of domestic clothing. However, even if the domestic clothing brands can be made bigger, it does not mean that the factories of these brands do not take orders from abroad. In order to produce diversified products, Chinese clothing enterprises will also produce their own brands while producing their own brands. They will also get their own production cost through the final consumption of foreign clothing brands.

Therefore, only consuming domestic clothing brands will not necessarily revive Chinese clothing enterprises. If we simply echo the Chinese people's purchase of China's clothing brand, there will also be a batch of garments that fail because of foreign orders.

After China's accession to the WTO, more clothing brands have entered the vision of the Chinese people. Wearing international costumes is no longer the privilege of celebrities. Ordinary people can also appear in the workplace in France's top Chanel suit. The entry of foreign clothing brands has indeed occupied the high-end clothing market in China. Clothing companies do not have to panic.

Clothing companies also exist at the expense level. At present, China does not have any clothing to compete with foreign luxury brands. In the high-end consumer market is difficult to enter the situation, domestic garment enterprises should be clearly positioned in the market segmentation, good service of their own consumer terminals can completely stop in the market. People in China still occupy a very small number of people who can afford to wear big clothes abroad. In that case, clothing enterprises can survive most of the other consumer groups. Why should we aim too high?