China Needs To Support Genuine Big Brands From "Clothing Power" To "Clothing Power".

During the "12th Five-Year" period, China must support genuine spanformation if it wants to spanform from "big clothing country" to "strong garment country". brand 。

At the nineteenth China International Clothing and accessories fair, Youngor Li Chengru, chairman of the group, unveiled all 6 brands including YOUNGOR, MAYOR, GY, Hart Schaffner Marx, CEO, HANP and so on, and enthusiastically presented the excellent quality of the new material "hemp" to the participants.

Many people comment that after straightening out the two business structures of real estate and investment, Li Chengru "once again worked hard." clothing The main business. Two years ago, he once said, "we need to turn YOUNGOR from the world's largest factory into a creative and creative world of art".

And for China's textile industry, whose output value exceeded 4 trillion yuan, YOUNGOR's ideal is actually the direction of many enterprises' efforts.

The plight of bright data

The data of China's textile industry in 2010 were somewhat surprising. According to the China Textile Industry Association, the output value of Enterprises above Designated Size in China's textile industry exceeded 4 trillion yuan in 2010, and the export volume exceeded 200 billion US dollars. The profit exceeded 200 billion yuan and the profit increased by 40%.

However, behind the data, there is still a big and not strong current situation: in the existing textile enterprises, most of them are based on licensing and OEM, and private brands account for only about 10%. China's textile industry is still in the processing and manufacturing stage in the global industrial chain, and its growth mode is still extensive, with insufficient innovation capability, lack of internationally famous brands and low added value of products.

Especially in 2011, with high cost, increased exchange rate fluctuations and the world economic situation is still full of uncertainties, the pressure on the development of the textile industry is even greater than before. To this point, Wang Tiankai, vice president of China Textile Industry Association, has a clear understanding. First of all, he analyzed the rapid rise of raw material prices, especially the prices of major textile raw materials such as cotton and chemical fiber, which continued to rise and even fluctuated sharply, which had adverse effects on the production and operation of enterprises. Second, there is tension in the liquidity of enterprises. In addition, in recent years, China's textile industry has seen the phenomenon of "labor shortage", which is seasonal and seasonal.

"All of these put forward a more urgent requirement for the textile industry to accelerate the spanformation from traditional labor intensive industries to quality and efficiency oriented innovative industries." Wang Tiankai said.

Strengthen brand building

For textile enterprises, Wang Tiankai's worry has become their urgent need to change the status quo, and the path to crack, many enterprises have chosen to brand. This is also the consensus of the industry. During the "12th Five-Year" period, China must support genuine big brands if it wants to spanform from "big clothing country" to "strong garment country".

YOUNGOR, which is famous for its vertical industry chain from cotton field to market, began to create second industrial chains to create brand culture in the industry after the financial crisis, and set up six brand studios, not only responsible for brand promotion, but also responsible for design, development, manufacturing, logistics and other links.

"Brand innovation is not just product design, but cultural and creative industry chain from fabric, accessories to design, technology and even channel construction." Li Rucheng said that YOUNGOR has already had a good foundation on the road of brand building. To continue to make strong brands and create the "second industry chain" is crucial for enterprises and industries to change their development mode as soon as possible.

This is similar to the strategic thought of "jumping out of clothes and making clothes" proposed by President Wang Liangxing. At the current fair, Wang Liangxing said: the focus of the new strategy is cultural upgrading of the brand. We should put the connotation of art, creativity, history and culture into our costumes and make costumes as artworks.

At the same time, apart from hard training, mergers and acquisitions have also become a way to complement each other and improve their strength.

In March 29th, the seven wolves announced that they would officially buy 100% stake in the international brand agency Hangzhou Kenna Garments Co., Ltd. at a price of 70 million yuan. Hangzhou Kenna currently has the world's top clothing brand Connally, Versace and the world famous jewelry brand George Jason and other brands in China's agent.

Zhou Shaoxiong, chairman of the seven wolves, once said that the acquisition of Kenna Hangzhou not only helps the seven wolves to enter the Chinese luxury market with huge potential, but also absorbs the advanced experience of international famous brands in product design, organization order and terminal management through participating in the operation of international famous brands, and improves the overall management level of the seven wolves.

This acquisition is well received by the industry. As early as in January 2008, YOUNGOR completed the acquisition of two Malaysia New Malaysia and SMART companies in the US KELLWOOD company for 120 million US dollars, which has become a hot spot in the clothing industry in that year. Economist Lang Xianping has analyzed the benefits of this acquisition to YOUNGOR: "the new Malaysia and SMART companies have higher business levels than YOUNGOR, and the design center of Hongkong has more than 20 brand ODM businesses, including POLO and CK, instead of purely OEM OEM. The two companies have production bases throughout Southeast Asia. New Ma and SMART clothing 90% are sold in the US, with annual sales volume of US $500 million. As a subsidiary Department of KEELWOOD, they have accumulated many years of marketing channels and logistics distribution systems in the United States, which can meet the sales requirements of zero inventory, as well as the sales outlets and distribution channels of hundreds of American department stores. None of this is what YOUNGOR would have imagined. Through this acquisition, YOUNGOR's overseas production and sales capabilities have been enhanced. "

Upgrading technology level as a "competitive weapon"

China's garment industry sewing technology and equipment level has reached the international advanced level, but the level of clothing technology is still low in the world. Du Yuzhou, President of the China Textile Industry Association, pointed out that in the next ten years, the spanformation from a large textile and garment country to a strong textile and garment country will become a leading power in textile and clothing technology and a strong independent R & D capability.

The Limited by Share Ltd, from Taiwan, China, has launched the "knitting + Cowboy", which is called an epoch-making combination: the most soft knitted fabric and the most durable cowboy, so that consumers can challenge their figure and change their view of jeans. Even wearing jeans, they can do yoga.

Jinding united technology fiber Limited by Share Ltd uses special manufacturing methods to manufacture metal fibers; red boy (China) Co., Ltd. adopts large quantities of high-tech green environmental friendly natural cotton fabrics to make comfortable children's clothing; Hunan Jinying dress Group Co., Ltd. introduces infrared self heating technology, which enables clothing to keep the wearer's body warm in a special environment.

YOUNGOR also showed its high-profile scientific and technological innovations in the research and development of garment fabrics at this Expo. Although in the past 3 years, YOUNGOR has declared a number of patents such as "Shui Rou cotton" and "Xin Hao cotton", there has never been a piece of fabric that allowed Li Chengru to praise so much. "It is not only a big breakthrough for YOUNGOR, but also for the whole industry."

This fabric is called hemp. Hemp is actually hemp. After being detoxified, it has peculiar "antibacterial, anti ultraviolet, comfortable and breathable properties" and has become the "second layer skin" of human beings. At present, "hemp" fabric is exclusive to YOUNGOR in global apparel enterprises. With the introduction of "hemp" as the raw material, the clothing brand "Hemu Shijia" has achieved good sales results as soon as it enters the market. It is understood that YOUNGOR plans to open 50 HMA family life Museum, and gradually promote the European, American, Japanese market and China's high-end market.