Shandong, A Big Textile Province, Loves To "Dress For Others".

Shandong, a traditional textile and clothing Province, ranks the third in the country. However, "any fabric and garment in the world can be made" in Shandong, but has been walking "OEM for others and export alone". industry chain The lowest end.

"We produced a $10 shirt for others, who sold it to US $100 with their own brand. Xia Zhilin, President of Shandong Textile Industry Association, sighed. The nineteenth China International Clothing and Accessories Fair (CHIC), launched in Beijing in March 28th, is the highest ranking clothing festival in China. It is the most famous clothing industry event in China. In the women's wear exhibition area with the largest scale and the most fashionable cultural trend, reporters only saw two exhibitors of Shandong enterprises, almost submerged in the brand army of Guangdong, Zhejiang and other provinces.

Fortunately, after the world financial crisis in 2008, Shandong's textile and garment enterprises began to realize that they should cultivate their own brands and seize them. Clothing industry The most profitable brand value. "We have a complete garment industry chain and an industrial advantage." in 12th Five-Year, "we will push forward the brand strategy and let Shandong's clothes go north, South and abroad." "Xia Zhilin said.

Big clothing province loves to dress for others.

Shandong is China's modern age. textile industry One of the birthplaces. The textile and garment industry has always been an important livelihood of Shandong. industry Pillar industries and export earning industries. After the "11th Five-Year" leap forward development, Shandong has not only become a major province of yarn and fabric in China, but also a major garment manufacturer in the front row.

The reporter learned from the Shandong clothing industry association that as of the end of 2010, 5895 enterprises of textile and garment enterprises above Designated Size had achieved sales income of 781 billion 969 million yuan and profits and taxes 76 billion 778 million yuan, including 49 billion 21 million yuan in profits. By the end of 11th Five-Year, 1796 clothing enterprises in the province had accumulated 3 billion 528 million clothing items, with a sales revenue of 165 billion 737 million yuan, an increase of 21.73%, a profit of 10 billion 335 million yuan, an increase of 26.95%, and clothing exports of 8 billion 741 million dollars, an increase of 16.4%.

It is not hard to see that the export and OEM account for half of the sales revenue of the garment industry in our province. After 30 years of reform and opening up, we have satisfied the basic demand of the people's clothing, and have turned more energy to earn foreign exchange through garment export. Xia Zhilin, President of Shandong Textile Industry Association, said.

Short board makes Shandong women's wear pale.

Because of its lack of design soul, Shandong, which is accustomed to "dressing for others", has not fully displayed the advantages of textile and clothing provinces, and the clothing brands owned by them.

It is not directly proportional to industrial scale. "Shandong has certain advantages in the field of men's clothing with relatively low design elements. The brands such as Sino and red collar have a high influence in the industry. But higher profits also represent the women's fashion world of fashion trends, but Shandong has never seen its own brand. "Miss Lee, senior editor of sina fashion industry channel, said.

As he said, reporters in the CHIC largest and most representative fashion culture trend of women's wear exhibition area, only Yantai Shu Lang, Zibo Jiangchen two women's clothing enterprises, and Guangdong, Zhejiang, Beijing, Shanghai and other places of the brand has been assembled to participate in the exhibition, 23 thousand square meters of exhibition area has gathered more than 100 women's clothing brand competition, the appearance of Shandong is small and small.

Wu Jianmin, chairman of Shandong sulang clothing and apparel Limited by Share Ltd, told reporters that the Clothing Fair is actually a fashion exposition, a cultural avant-garde and innovation. "Shandong is not short of big dyeing houses, big textiles and big steel, but it is short board in terms of cultural creativity, that is to say, it has not played its own brand. Many enterprises do not have their own designers team, according to the design drawings of foreigners to make clothes for others. "At this exhibition, Shu Lang launched ten independent brands and became a bright spot. At last, he earned a little face for Shandong women's wear.

Financial crisis arousing the awareness of clothing brand in Shandong

The world financial crisis, which began in 2008, has also become an era watershed of Shandong's textile and garment industry. "Relying on foreign orders of clothing enterprises a bit silly, some orders less than a half, a long time, the laid-off workers, enterprises closed down. On the contrary, we have our own brand.

The crisis brought us great opportunities. I climbed in the field of clothing for eight years. A financial crisis made me stand up. "Wu Jianmin said that because of brand support, he has stepped into a series of rapid growth.

A financial crisis awakened the brand awareness of Shandong clothing. "Before the order is sufficient, many enterprises are accustomed to waiting for food to eat, this way does not need to worry that the goods recovery is difficult, is very relaxed, does not bother to set up the design department, spends the huge sum of money to establish own marketing system. "Xia Zhilin told reporters that this is why Shandong's design elements are less concentrated in women's clothing brands," making clothes a completely labor-intensive industry rather than a cultural and creative fashion industry. "{page_break}

At the exhibition, the reporter noticed that many clothing companies that had originally been exporting purely began to fight in China, and cultivated their own brands. According to the CHIC News Center, the number of domestic women's clothing brands doubled this year than before 2008. Ningbo Kaixin, the country's top twenty garment export company, has also set up a domestic company this year, focusing on the domestic women's wear market. The director of the exhibition told reporters with a laugh, "before the fool, such a large domestic market did not see, thinking about exports. "

Shandong starts "brand strategy"

In the post financial crisis era, domestic clothing brands mushroomed and competition intensified. "If we miss this opportunity again, the textile and garment industry in Shandong will probably be at the bottom end of the apparel industry chain for a long time, earning a lot of hard-earned and low efficiency hard-earned money. "Xia Zhilin told reporters," the clothing industry's high profits on the brand, we produced for others a $10 shirt, people used to rely on their own brand can sell to $100. "

Brand strategy is imperative, and it is also the only way for the transformation of Shandong's textile and garment industry. Shandong province is a relatively complete province of textile and apparel industry chain, which has unique advantages in the whole country. From fiber to yarn, from weaving to dyeing and finishing, and finally to clothing, the chain is relatively complete, supporting before and after, supporting linkage. At the same time, Shandong has a strong cultural background, which is a driving force for cultivating independent brands and enhancing the influence of brand fashion culture.

According to Shandong's "12th Five-Year" textile and garment industry planning, Shandong will focus on cultivating a batch of new clothing brands and strive to make a magnificent turn in the "brand strategy" so that Shandong can enter the province of strong textile and clothing provinces, based on a number of already influential brands such as red collar, Ruyi, Ya Li, Hinur, Yi Fa, dun Bo Er and Nan Shan.

In 2011, Jiang Daming, governor of Shandong Province, put forward the "marketing year" campaign for the province's industrial enterprises. The Provincial Committee of letters and commissions also used the CHIC as an important platform for the transformation of Shandong's textile and clothing industry. "In the industry, there is a saying that" women wear clothes but Jiang ". Our goal is to let Shandong's clothes go north, South and abroad, and enter the vanguard of fashion to promote the development of enterprises such as sulang. "Xia Zhilin said.