Surprise: China's Clothing Brand Profit Is Only 1/3 Of Foreign Brands.

In November 19th, The fifth session A staff member is teaching the audience to use the articulate sign language gloves designed for deaf mutes in Beijing China International Cultural and Creative Industries Expo. A Jing photo (data photo)

"The new three years, the old three years, sewing three years". For most Chinese, such a reality has long gone. The rapid expansion of modern consumer demand for clothing has created a rapidly developing garment industry in China. Data show that as early as the mid 90s of last century, China has become the world's largest producer, exporter and consumer of textiles and clothing.

According to the data of the National Bureau of Statistics website, sales of clothing wholesale and clothing retail sales above the quota reached 524 billion 410 million yuan in 2008, an increase of 69.6% over 4 years ago. Among them, the retail sales of clothing increased rapidly, increased 1.39 times in 4 years, reaching 265 billion 560 million yuan.

At the joint press conference on "2010 China Textile and garment enterprises' social responsibility report" held in July this year, Du Yuzhou, President of China Textile Industry Association, revealed that the domestic sales value of Enterprises above Designated Size in China's textile industry increased by 28.26%, creating the best results in the same period of history.

The gradual growth of China's garment industry is also reflected in the growth of foreign exports. According to the people's daily report, China's textile and garment exports account for 32.71% of the global market share. In the first half of this year, the export volume of textile and clothing increased by 22% over the same period last year, which has exceeded the highest level in history.

However, in recent years, though Our country The brand awareness of clothing enterprises is constantly increasing, and many well-known brands that people are familiar with are also appearing. However, these brands still lack international competitiveness.

It is reported that the same brand of fine and fine garments, the domestic brand profit is only 1/3 of foreign brands. Some experts said that China's clothing industry is still at the low end of the supply chain, and the lack of original brand is the biggest weakness. Although Chinese enterprises have mastered the world's top garment processing technology, most of them compete with international brands through low cost advantages such as quantity expansion and cheap labor. brand Culture, operation and logistics links have not reached the level of international brands. The embarrassment of "exporting 800 million shirts to buy a A380 Airbus" has not been fundamentally changed.

The international competitiveness of China's clothing industry is low, and it is also reflected in the lack of originality and low level of design. Insiders pointed out that domestic clothing in the design of a large number of imitation and plagiarism, the widespread existence of "domestic general brand copied domestic brands, domestic brands copied foreign brands" phenomenon.

This situation has also led to a large number of small and medium-sized garment enterprises in the past global financial crisis, bankruptcy and bankruptcy. Now, under the pressure of rising cotton prices, domestic garment enterprises will face new challenges.

However, some analysts believe that these pressures are both challenges and opportunities for China's garment industry. Clothing consumption is moving towards the brand age. China's garment industry should continue to promote the development strategy of clothing brand and promote industrial transformation and upgrading. In order to win the initiative in competition, garment enterprises must grasp the psychology of consumers and innovate constantly.

Jiang Hengjie, executive vice president of China Apparel Association, pointed out that at present, China's clothing industry has entered the era of vigorously developing its own brand and improving the added value of products. Taking the road of brand and promoting China's famous brand strategy is the only way for the upgrading and sustainable development of China's garment industry.

Lv Zhihua, deputy director of the Trademark Bureau of the State Administration for Industry and commerce, said in March this year's "Ruyi Chinese clothing forum", the innovative clothing enterprises can fully cover the brand and technology of the enterprise through the way of registered trademarks, and enhance the added value of the brand through the operation of the trademark. For example, in the clothing industry, Austria's "modal" is a kind of fabric manufacturing process. Because of the trademark registration, if our enterprise uses the name "modal", it will have to provide the licensing fee for the trademark registrant.

And for some small enterprises with weak strength, they can rely on personalized original design to improve the added value of products. It is understood that there are many shops on Taobao online relying on small garment processing plants to launch a series of personalized clothing, and some styles can sell thousands of pieces a day.

In addition, the cultural connotation of clothing brand has attracted the attention of many young people. A survey released by the China Youth Daily Social Survey Center in October this year showed that 80.8% of respondents confirmed that many people were consuming symbols rather than commodities themselves.

In April this year, Professor Chen Shaofeng, vice president and doctoral tutor of the Cultural Industry Research Institute of Peking University, proposed in the summit forum of the development trend of China's clothing industry in the post crisis era, from clothing industry to fashion industry, the key is to rely on innovation and creativity, and enhance the value of the industry through cultural innovation. The cultural and creative ability of garment enterprises, the integration of industrial chains and the ability of quick response will play a decisive role in the future market competition.

According to "Economic Daily" November 5th reported that the British Trade and investment department recently released the "British clothing industry value" report that the fashion industry's contribution to the British economy is 21 billion pounds, an indirect contribution of 16 billion pounds. The 816 thousand direct employees in the British fashion industry are the most employed industries in all creative industries. Their output value ranks fifteenth among the 81 industries in the UK.