Puzzled By China! How Much Can The Textile Brand Die?

The Eleventh China International Textile and apparel trade exhibition, held in the centre of New York, is not only a window for China to understand China, but also an arena for Chinese textile industry and other countries' textile industry.

Although some things are quietly changing after the financial crisis, China is still a unique protagonist on this stage.

However, when we are in the busy streets of New York, it is hard to hear the voice of China's textile industry in the gathering place of the world fashion center and trend brand. Even some top brands are labeled " Made in China "But this word is submerged under the brand's dazzling brilliance.

Wrestling with the international market, what is the shortage of China's textile industry? A glance at the familiar environment to examine China's textile industry shows its advantages and disadvantages at a glance.

It's better to buy India than buy China.

During the trip to New York, shopping arrangements were arranged. Enter Outlet Before, the tour guide said half jokingly, "these brands are well worth buying after they are sold, but I suggest that they should be made in China instead of India or Bangladesh." Although he is outside the industry, he speaks with his own experience and conveys the intriguing message.

Current New York Exhibition It is not purely China International Textile and clothing trade exhibition, but has been integrated into the three exhibitions of New York international fashion purchasing exhibition, New York international home textile exhibition and TexworldUSA fabric exhibition. In addition to Chinese enterprises, there are also many enterprises from Korea, India, Pakistan, Turkey, the United States, Japan and many other countries. They compete with them. Chinese enterprises are not timid, but more confident. However, in recent years, the development of some large textile countries around China has been developing very fast. This makes us feel confident and at the same time reflect on their strengths with a calm and objective view.

In a news interview with reporters, a family business in Pakistan, a family business, directly expressed their respect for Chinese textiles. He believed that China's textile industry had strong manufacturing capabilities and complete industrial chain, and the quality of its products was very good. But he also pointed out: "Pakistan's textile industry has a good foundation and the price of products is generally cheaper than that of China. After the appreciation of the renminbi, many orders are transferred to Pakistan." Therefore, they feel that this year's life is better than last year. According to the person in charge of the company, the company's industrial chain is very long. Its products cover yarn, fabric and clothing. The exhibition is mainly about men's and women's clothing. "We export mainly, mainly OEM, and Gap and other brands have cooperation." At the exhibition site, the clothing displayed by the company did show a great price advantage, and a sweater was priced at around $3.5. It may be aimed at the opportunity to transfer orders from China. Pakistan has intensified its efforts to develop the textile industry. Meanwhile, textile giants such as India and Bangladesh have also introduced related initiatives to promote the development of the textile industry. The responsible person believes that for Chinese enterprises, strong domestic consumption capacity will play a great supporting role in the future development of Chinese textile enterprises.

Compared with these developing countries, the performance of Korean textile industry is more eye-catching on the whole exhibition, and its fashionable design has eclipsed the products of many neighboring countries. After careful understanding, they found that besides the fashionable appearance, they had many inherent technological contents. For a fabric company from South Korea, this year it is the sixth time in 3 years to show in New York. Like most other exhibitors, their exhibition is mainly about meeting new customers and advertising. According to the director of the exhibition, the financial crisis did not change the sales performance of the company. Instead, the yarn developed by the company was very popular with customers. American customers bought the fabric made of this yarn and then made it into clothing and other products, and sold it to other countries. According to the reporter, during the financial crisis, besides the low impact of cheap products from developing countries, these new products with high technology content showed stronger risk resistance.

The rapid growth of neighboring countries is perhaps the situation we are destined to face. In the post financial crisis era, we must compete with the stronger and stronger competitors in the international market. Regarding this, Du Yuzhou, chairman of the China Textile Industry Association, has not shown too much anxiety. He jumped out of the low end of the industry and hoped to take technology and brand as a breakthrough. China's textile industry should find its own competitiveness at a higher level and realize the transformation from a big textile nation to a strong textile country.

How much can a brand be?

New York is indeed a shopping paradise, and everyone's ambition is easy to get. However, from Fifth Avenue to Times Square, from Messi department store to an unknown shop, reporters and an industry friend are still empty handed. Maybe it's too picky to produce the excitement of encountering something you like when you shop in the street. The plain and unsophisticated design and the general texture of the workmanship make it impossible for people to find the reason to go across the ocean to buy. Of course, there are amazing, amazing prices from Armani. {page_break}

Going to the outlets has become an indispensable experience for most Chinese in the United States. With tens of dollars or even more than a dozen dollars, you can have a famous brand clothing, which is enough to make people heartbeat, even though the labels on clothing clearly read "MadeInChina". When customers hand out the big bags and go out of the outlets, with tired and satisfied expression, it is difficult for people to distinguish their satisfaction from buying a favorite clothing or having a brand addiction.

New York does not hide its admiration for its brand and its desire for brand. Although the same price can buy more beautiful and comfortable clothes at home, but because they are not CK, not POLO, not TOMMY, so we are close to finding the distance.

As Du Yuzhou said, China does not lack the most advanced equipment and technology. We can process first-class brands, label "MadeInChina" for these brands, but we always stand behind them. There is no voice on Fifth Avenue. When foreign friends are proud to buy a Chinese brand of clothing, that means the real arrival of the textile power.

Concluding remarks

The word "MadeInChina", which is widely used, has now evolved into "MadeWithChina". This means that China's manufacturing has become an organic part of the division of labor in the world. But some enterprising Chinese people are never satisfied with this. They have been moving towards "CreatedInChina". Textile industry, as a traditional advantage industry in China, may become a breakthrough for "CreatedInChina". We look forward to that day.