Pursue Breakthroughs And Speed Up Upgrading -- China'S Clothing Enterprises: A Journey Of Discovery

Nowadays, Chinese garment enterprises accelerate their industrial upgrading and try to establish their own businesses.

In the apparel industry, the pace of mergers and acquisitions is becoming more and more intensified, and competition is becoming increasingly fierce. Consumers are increasingly seeking individualization.

Personalized brand pursuit breakthrough

Innovation is the foundation of brand and innovation of brand.

Under the pressure of capital wave, the clothing industry should stick to its own characteristics and dig out its personality elements.

At the clothing fair, we found that the small design brand came to the fore and began to explore another way of development in the large-scale clothing business.

"I think different companies and different people will have different ideas. I think the so-called brand or design has their own concept is very important, if it is entirely for the market, maybe some time will lose their mind."

Chen Xiang, general manager of Shanghai Shiyi Industrial Co., Ltd.

The unity of knowing and doing is more obvious in small and medium-sized brands. Many designers tell reporters that they are more willing to reflect their aesthetic standards and living conditions through their own understanding of life.

In the words of Wang Yiyang, designer of Shanghai cosmetics Dyeing Co., Ltd.: "whether it is business innovation, design innovation or brand innovation, we must keep an eye on the present era and see what happens in front of us and what changes have taken place in the surrounding life."

In her view, there are many possibilities of innovation in these changes. What Chinese young designers badly need is not learning and imitating the design ghosts who appeared more than a decade ago, but establishing their own local style.

Only the design culture based on the characteristics of China's consumer market can create a brand that will affect the world's fashion in the future.

Accelerate the upgrading of traditional enterprises

At the exhibition, the reporter saw that the brand of Bosideng, a traditional feather eider, has already launched its clothing. The Chiba Jito brand of the exhibition hall is divided into 3 parts: Men's wear, women's wear and down garments.

"Garment industry is not only a basic manufacturing industry, but also a gene of fashion and creativity.

Chinese clothing can not be mixed up in the low end of the industrial value chain. We should strive to win from the low level and low quality output to the high value-added and high quality value.

Gao Dekang, chairman of Bosideng group, is very much convinced of the necessity of upgrading and upgrading traditional manufacturing industry. He believes that the "12th Five-Year" period will be a strategic opportunity for China's textile and garment industry to grow from strength to strength.

Bosideng Group official said Bosideng is trying to pform into an integrated garment enterprise with Down garments, men's wear, women's wear, casual wear, children's wear and outdoor products. It will focus on potential outstanding brands and overseas sales network in the global market, and plans to accelerate the extension of the company's sales terminals in the international market in the form of mergers and acquisitions, equity investment cooperation, and achieve breakthroughs in a wider range and higher level.

At the end of last year, Bosideng also researched and developed special feather clothing for meeting the needs of special needs such as Quartermaster protection, disaster relief and sports competition, and striving to realize the comprehensive industrialization of high-end cold proof products.

Textile and garment industry is an important pillar industry of China's traditional competitive industries and international competitiveness. It has provided a large number of jobs for many years and created huge foreign exchange reserves.

Speaking of the prospects for the redevelopment of traditional industries, Gao Dekang said: "our generation has earned the reputation of" quality and low price "made in China in the international market with our painstaking efforts and sweat. Today we are faced with the same predicament as the industrial reconstruction of Japan and Korea decades ago.

Our difficulties are not worse than those of them, but they are more abundant than they are. There is no reason to do worse than them.

The traditional industry reengineering is like a carp jumping the dragon gate, leaping over this ridge. In the future, Chinese manufacturing can also become the pronoun of "advanced manufacturing and value embodiment".

Private brand business model

"To follow others' path can only follow behind others forever.

To avoid being controlled by others, we must make independent innovation the core content of changing the mode of economic development.

Ding Hui, director of the Nash dress limited company, said.

According to Ding Hui, since 2007, the company has gradually established a business model of self brand clothing retailers integrating product planning, design, production and sales, and the market scale has developed rapidly. At present, hundreds of chain stores with direct management have been set up throughout the country.

It is reported that the private brand clothing specialized retailer is a kind of business mode that starts from the design and manufacture of clothing, and is sold entirely by its own enterprises, and is highly vertical and unified in the value chain.

This business model was first planned by Donald, President of GAP, a large clothing retailing company in 1986, in 1986.

Ding Hui told reporters that the operation of the local and other private brand clothing retailers is basically the same. First of all, there are a large number of buyer styled designers. Through drawing on and pforming the fashion, the fashion styles are rapidly realized. Secondly, the enterprises do not produce, mainly through the integration of the supply chain, ordering goods from their own brands to the manufacturers, and then distributing them directly to all the terminal stores in the country through the fast logistics system.

It is understood that the advantage of this business is that a complete process from material mobilization, planning, development, manufacturing, logistics, sales, library management to store planning is completely managed by the same enterprise, thereby effectively reducing the loss of efficiency in the chain of enterprise value.

The strong momentum and huge market potential of China's economy has attracted more and more people to focus on Oriental civilization.

Despite the fact that the world's top apparel brands are hard to see the brand image of China, the western fashion industry still holds the popular right to speak, but many Chinese brands that contain oriental culture have attracted great attention from the international fashion industry.

The industry hopes that the future Chinese clothing brand can become the next "fashion" fashion.

Clothing enterprises are busy on the Internet

"The impact of online shopping on the market in 2010, the impact on consumption, and the impact on publicity made it feel that its energy was as immeasurable as the nuclear energy of the explosion."

Zhou Yanru, manager of Dalian Swan Garments Co. Ltd., thinks that the Internet has changed the business mode of clothing, and even the mode of value exchange.

At the 2011 China International Clothing and accessories fair, reporters found that with the rapid development of e-commerce, many traditional clothing manufacturers began to "test the water" network marketing.

Follow suit

"The shop is very busy, but there are not so many people who buy clothes at last."

This is also the common aspiration of salesmen in clothing stores over the past two years.

Now many customers try to wear clothes, then note the type of clothes, and then buy them online. The physical store is like their "fitting room".

Since the financial crisis at the end of 2008, consumers have consciously tightened their purse strings, and many have switched to online consumption.

Sun Shuren, head of Lingdi Fashion Co. Ltd., seems to have an impact on the sales of physical stores, but also a driving force. After all, the shop is the best platform for displaying products, giving consumers the most direct shopping experience.

Today's online stores have become a major channel for sales of clothing, and it is also a countermeasure for entity shopkeepers to open their own stores online.

"Because some people on the Internet are buying at a low price, our business is under attack, so we have to join in."

Sun Shuren said.

Interactive marketing mode

The information of network Shanghai quantity and the feedback from buyers' communication make consumers no longer the recipients of brand design, but "participants" or even "terminators".

No one knows their needs better than consumers. People in the Internet age are more opinionated and pursue their own way of life.

Su Qiang, Minister of brand development of Shanshan, believes that e-commerce is an effective means of brand access to the terminal.

Su Qiang believes that the biggest problem facing traditional brand enterprises is that enterprises can not communicate with consumers, but only communicate with franchisees.

Even if consumers have individualized consumption demands, such as what changes in the hope of shirts and changes in cuffs, such information can be fed back to production companies, and production companies can not produce them because enterprises are mass production and scale production.

Standing in the manufacturer's point of view, it is a contradiction that the fewer the better the product, the better the better.

This bottleneck is also a problem that traditional clothing enterprises are considering to overcome by introducing e-commerce.

"I am thinking about how we can interact with our customers through our clothing through a pattern," said Hong Zilin, a JASONWOOD limited company.

He found that the current consumption area, especially cyberspace, is particularly realistic about seeking truth from facts or telling the truth.

Young people have no longer satisfied with the traditional brand management mode. They display the good ones and hide the bad ones. Young people prefer to show the truest aspect directly.

"The simplest design is what they like best, such as H&M, ZARA, which are particularly simple designs, but are sought after by young people."

In such an interactive era, consumers are also brand designers to some extent.

E-commerce can better integrate the dual identities of consumers. It is one of the main reasons why journalists visited the Expo to find that e-commerce is welcomed by enterprises.

{page_break}

International big names rush to eat "cake"

According to the recently released "China e-commerce market data monitoring report 2010" released by the China Electronic Commerce Research Center, China's e-commerce has maintained rapid development in 2010, and the e-commerce market in China has reached 4 trillion and 500 billion yuan in 2010, an increase of 22% over the same period last year.

Among them, the B2B market turnover amounted to 3 trillion and 800 billion yuan, the online retail market scale of pactions amounted to 513 billion 100 million yuan.

Reporters learned that, with the rapid development of e-commerce market, recently, international fashion professional retailers Gap and glasses brand Ray-Ban and other major international brands have entered the electronic domestic mall.

"It is estimated that nearly 30% of the revenue will come from international and Internet channels before 2013."

Yang Deming, President of Gap company in China, said: "we are very excited about setting up shop in Taobao mall."

Gap is one of the largest clothing brands in the world, providing clothing, accessories and personal care products for men, women, children and infants.

"Internet sales are at a critical point of outbreak, so that Gap can catch up with and surpass other competitors in China."

Wu Gang, a senior fashion marketing expert, said: unlike the US, China's e-commerce market has a bigger prospect. E-commerce may become an important driving force in the development of social economy. It is estimated that the proportion of China's online retail sales to the total retail sales of social products will reach 15% to 20% in the future.

There is a way out for Chinese clothing enterprises to create brand names.

The lack of independent brands has led to the fact that Chinese garment enterprises are at the low end of the global industrial chain, and foreign trade processing enterprises can only make painstakingly "bridal clothes for others" and earn meager profits.

The China Textile Industry Association strongly advocates that during the "12th Five-Year" period, China should turn from a big textile country to a strong textile country, and the important way is to vigorously implement brand development.

At the recent clothing Expo, reporters found that the apparel industry has quietly begun to pform from "OEM" to "self created brand".

Farewell to the era of OEM

The difference between OEM and brand is directly reflected in profits.

Zhang, general manager of Jiangsu Sumei Clothing Co., Ltd., pointing to a woman's suit, told reporters that the price of the garment in the European market was about 50 euros, the offshore price in China was only 8 euros, and the management fee, pportation cost and cloth charge of 5 euros were removed from the 1 euros. The gross margin of the OEM production was only 2 euros.

When these Chinese made clothes are posted to foreign brands, they will be sold back to China, and they will be worth more than 10000 yuan.

In today's economic globalization, the number of famous brands has become an important symbol to measure the economic strength of a country.

Statistics show that there are about 85 thousand famous brands in the world today, of which more than 90% of the famous brands belong to the developed countries and the newly emerging industrial countries or regions in Asia and the Pacific. These world famous brands account for less than 3% of the world's brands, while sales account for about 50%.

China's exports of goods have ranked first in the world, but 90% of the commodities they export are OEM products, with less than 10% of their own brands.

In 2010, 54 enterprises in China entered the global Fortune 500, and even had the world's first market capitalization enterprises, but it was hard to find several global brands.

"Exporting is using the straight line thinking mode of order production order, so the way of thinking to create a brand for domestic sales is like a big net. Every part needs to be considered comprehensively from R & D, marketing, sales to brand building and after-sale service.

Among them, the most important part is to seize the hearts of consumers.

Mr. Zhang said.

Self created brand is like raising children.

"Young white-collar workers spend more than 60% of their wages on clothes every month. The potential of China's clothing market is too great."

Liu Xiaojie, a director of clothing procurement in Beijing, told reporters that, indeed, how would anyone want to give up a share from such a huge market?

Miss Liu bluntly said, "many enterprises only look at the present situation, make short and quick progress, make a profit, and cannot afford to invest in independent innovation.

If I make money by processing, I will not even be able to drink soup in a few years. "

At the clothing fair, at the exhibition booth of the famous doctor's frog, the reporter learned that the frog was also "started" by processing.

Liu Ping, the head of the company, told reporters that at that time, Zhong Zheng, chairman of the board, began to explore the sales channel from 1996, and the turning point appeared in 2005.

Harry Potter's fourth global simultaneous release.

The doctoral frog brand has obtained the Harry Potter series cartoon image brand authorization through negotiations, designs the children's clothing style and sells at the terminal.

Then, the doctoral frog brand successively took the 7 authorized brands of tennis prince, NBA, Manchester United and Juventus.

In the following 2008, Zhong Zheng registered the brand "Baby2" in Japan, commissioned the Japanese enterprise to process OEM, and focused on building brand and channel.

In this way, an excellent brand of children's clothing was made.

Obviously, "OEM is only a single item, and the pursuit of short-term interests."

Ling Fangcai, chairman of Guangdong textiles import and export Limited by Share Ltd, said that creating brands is like investing in their children.

He also discovered the brand value in the export trade, and founded the brand Zhuang Zi Ni in 10 years ago.

Today, his brand has achieved breakeven, if only calculated by the cost of production and sales revenue, the brand has entered the profit stage.

"Independent innovation determines whether we can achieve the leap from OEM big country to brand power and from China to China. If we linger at the low end of the global industrial chain, labor will not be pformed into wealth."

Mr. Zhang told reporters.