Chen Dapeng, Executive Vice President Of China Apparel Association: Strong Brand, Strong Industry.

Interview with Chen Dapeng, executive vice president of China Apparel Association

China is the largest garment producer, exporter and exporter in the world.

2010 is the last year of "11th Five-Year". How did the fashion industry go through the "11th Five-Year" period? How will 12th Five-Year continue to develop? With this question, this newspaper interviewed Chen Dapeng, executive vice president of the China clothing association.

The 5 years of 11th Five-Year are not easy for the garment industry in the past 5 years. These 5 years are full of variables and challenges.

After the quota was abolished in January 1, 2005, the whole

After the quota was abolished, clothing exports showed a trend of release and export growth.

With the redistribution of the market, the clothing industry soon faced the problem of trade friction.

Western countries claimed the impact of their industries and the emergence of new trade protectionism.

In 2006, the labor shortage and labor costs began to rise. In 2008, the global financial crisis, the international environment and domestic environment are undergoing many changes.

During this period, the industry is faced with complex and changeable development environment.

Sorting out the development track of the industry during the "11th Five-Year" period, we will find that although the industry has faced a complex development environment in the past 5 years, it has achieved a healthy and sustainable development trend. The competitiveness and sustainable development of the garment industry have been continuously enhanced and the quality of the industry has been constantly improving.

The clothing industry is a healthy developing industry.

Looking back at the 30 years of reform and opening up, the garment industry in the first 10 years to solve the pformation from factory handicraft to modern industry, the construction of a modern garment industry system; in the second 10 years, the industry began to focus on the core of brand development to promote industrial upgrading and development; after entering the 2000, the clothing industry has more clearly defined the direction of the industrial structure adjustment and industrial upgrading with the brand strategy as the core, and the garment industry has ushered in the golden period of rapid development.

If we say that from 70s to 80s of last century, China's garment industry has seized a historical opportunity. The international garment industry shift has led to the development of Chinese industry. In the recent ten years' development process, domestic demand has far outperformed exports, and has become the biggest driving force for the development of China's garment industry.

From the data of 5 years in 11th Five-Year, clothing output increased by 10% in 2006, 10.16% in 2008, 10.16% in 2008, 13.04% in 2009, 10% in 1~9 months, 28.9% in 2006 growth, 20.89% in growth, 4.1% in growth, 10.63% in growth, 19.03% in growth in 2009.

Speaking of data, Chen Dapeng said: "although clothing exports have declined, it is due to the decline in demand in the international market, and our share in exports has not declined.

The decline in clothing output is not proportional to exports, because the growth of domestic demand in the first 4 years of 11th Five-Year.

From 2006~2009, domestic demand growth is more than 15% every year, and domestic market demand has become an important force to support industrial development.

In 2009, the impact of the financial crisis has not yet completely disappeared, but our domestic sales increased by 18%.

In the 1~9 months of this year, clothing output was 19%, exports increased by 19.03%, and domestic sales grew by more than 20%.

From the data point of view, the clothing industry has been out of the shadow of the financial crisis.

This shows that our industry is still a healthy and competitive industry, which will lay a very good foundation for us to achieve the strategic goal of 12th Five-Year.

"11th Five-Year" is the fastest growing 5 years of clothing brand.

Looking back on the 5 years, the apparel industry has strengthened the idea of pforming development mode, adjusting structure, upgrading industries and developing industries in the face of challenges and training. It has clearly formed a more emancipated and more scientific view of industrial development and industrial values.

Chen Dapeng believes that the most important change in the past 5 years is the change in industry awareness - recognizing that the clothing industry is not a purely labor intensive industry, but also a city industry, fashion industry, cultural and creative industries and closely integrated with high-tech industries.

After the industrial revitalization plan was promulgated in 2009, the repositioning of the garment industry is: the livelihood industry, the pillar industry of the national economy and the obvious industry of international competitive advantage.

The new positioning and industrial development have made clothing industry fully realize that the industry should be pformed from the development mode driven by labor force to an innovation driven development mode.

In the development process of "11th Five-Year", garment enterprises have paid more attention to design research and development, modern management, scientific and technological progress, brand building and business mode innovation than ever before, including the integration and utilization of excellent resources at home and abroad.

This has made the overall garment industry progress rapidly, the industrial collaboration chain has been greatly optimized, and the industrial quality has been greatly improved.

In the summary of the 5 years of development of the track Chen Dapeng said: "11th Five-Year" is the fastest growing of the Chinese clothing brand five years, forming a number of excellent brands.

It is precisely because of honing a lot, thinking a lot, exploring a lot, that makes brand development more rational.

Unlike the rapid development of the past, the brain is prone to fever.

Over the past 5 years, brand enterprises have gained a better understanding of and unprecedented attention to technology support, design and development, information management, cultural and creative, business model innovation, and channel construction.

The 5 year of 11th Five-Year is the 5 year for the garment industry to become more mature.

"12th Five-Year" is the 5 year of China's garment industry to enhance its soft power {page_break}

For "12th Five-Year", Chen Dapeng believes that the clothing industry will face a new development period -- post crisis era.

The garment industry should further promote the pformation of the development mode, structural adjustment and industrial upgrading on the basis of the "11th Five-Year" development, and enhance the driving force of science and technology and brand on the development of the industry.

The most important indicator of clothing industry is brand development.

From the perspective of globalization, the comprehensive soft power of China's clothing industry and China's clothing brands has been improving.

The yardstick of soft power is that the image of Chinese clothing brand can make a qualitative leap in the international and domestic markets.

When it comes to the fact that the clothing industry is "changing from strength to strength", Chen Dapeng said: "to achieve" changing from strength to strength "in China's clothing industry, the first thing to do is: when people mention Chinese brands, the first thing they associate with is fashion, culture and value.

Be strong in brand associations.

He also pointed out that to achieve this goal, we need to make efforts in two directions: enterprises should continuously innovate in the system of brand, R & D, technology, management and marketing; in the industry, we should adhere to the brand building with value as the core.

The development level of clothing industry depends on the brand.

During the "12th Five-Year" period, what we need to improve is soft power, which is cultural creativity.

In the future, the industry should realize the goal of "great power" on the basis of four directions of science and technology, brand, talent and sustainable development.

When the clothing industry has become a cultural industry, creative industry and high technology application industry, the garment industry has really become stronger.

We should be confident that our overall strength will continue to exist for a long time. "

Chen Dapeng said.

Compared with the developed countries in Europe, China's garment industry has been walking for hundreds of years in the past decades. The speed is very fast indeed, but the gap is still obvious.

Chen Dapeng believes that the main problem of Chinese brand clothing is that it does not resembles God. This God is the accumulation and comprehensive feeling of culture.

The accumulation of brand culture takes time. The clothing industry will continue to accumulate brand culture in the 5 years of 12th Five-Year.

For the future development direction of "12th Five-Year", Chen Dapeng believes that the Chinese garment industry will recognize the new strategic objectives and direction on the basis of "11th Five-Year" and continue to improve in the clear direction.