Solve The Contradiction Between "Cage Changing Birds" And "Hollowing Out" In Guangdong?

From the beginning of reform and opening up to now, when it comes to Guangdong clothing, people always associate with the words of "trendy", "popular" and so on.

It can be said that the advantages of Guangdong clothing in the field of design, production and circulation have never been lost, but such a deep foundation has not created the glory of Guangdong clothing in the new century. On the contrary, the consciousness of the costumes of the Yangtze River Delta and Fujian has been in the front of Cantonese in the past decade, combining traditional industries with capital operation. Bosideng, YOUNGOR, Mertes Bonwe, seven wolves, Anta... These brands first became familiar with well-known brands, followed by their own stock code.

At the same time, Guangdong clothing still revolves around foreign trade orders, or is making bigger and stronger clothing wholesale distribution business. The vast majority are finished products on the assembly line, or transported to the world through containers, or directly to the whole country through the clothing distribution market such as Guangzhou Liuhua and Humen.

At the beginning of the new century, the disadvantages and advantages of Guangdong clothing were also obvious, which became a typical case in China's clothing layout. High end design, public circulation, high-profile brand making, low-key work; changing cage for birds and shifting resistance. Guangdong clothing collection is a series of contradictions.

　　 Design High-end Public circulation

The role of cultural edification is self-evident. In the southeast corner of the motherland, both vision and transportation have provided the premise for Guangdong to get through the fashion.

If we start with bell bottoms, toads and so on, we just learn. coat Now, designers in Guangdong are bringing their own designs to the Paris fair. The essence of real fashion is bearing fruit in Guangdong's clothing industry. The number of the top two gold medal awards in China is the top ten fashion designers in China and the winners of the Chinese fashion design Golden Summit Award. The power of Guangdong's clothing design should not be underestimated.

Thanks to the unique fashion atmosphere, Guangdong clothing also pays special attention to design. According to Yao Ruobin, chairman of the board of supervisors of Guangzhou apparel industry association, "there are more than ten garment design institutes in Guangzhou alone, and there are a steady stream of design talents. These institutions have also conducted in-depth cooperation with similar institutions in Hongkong and Singapore to ensure the quality and quantity of local design forces. Another key point is that many garment manufacturers in Guangdong also provide a good stage for new designers.

As a result, many famous designer brands in China "grow up stubbornly" on this piece of land. This kind of brand provides a new dressing aesthetic for Chinese people. clothes There is no need for rules and regulations. The side of the company may be able to reveal the secret of the consumer's mind. It is also destined that "design sense" can only lock those small minds with complex thoughts, and it is difficult to go far in the market operation.

When a northern girl who lived in Guangzhou for four years talked about Guangdong costumes, her deepest impression was polarization. One end was the designer brand with full accent, while the other end was the T-shirt with 35 yuan and one on the side of the road, and the latter end was still the main body. The wholesale and distribution of clothing in Guangdong is not only large, but also full of categories. Every day, there are countless numbers of clothing vendors from all over the country. Some people even exaggerate that Guangdong has no worries about clothes.

Yao Ruobin stressed: "Guangdong has obvious advantages in clothing wholesale, clothing styles are changing quickly, and the fashion trend can be grasped. At the same time, a large number of garment factories can ensure that the design is transformed into products and the price is fair."

Tan Zhiqiang, Secretary of the Humen Garment Association Party branch, told reporters in the interview: "Humen can become an excellent clothing market, benefiting from thousands of garment enterprises behind it. At the same time, the healthy development of these thousands of enterprises should also rely on the ever booming market. The two are complementary and mutually supportive.

This is the fashion circle in Guangdong. It is amazing that even those selling clothes in the Baima market are likely to be from the hands of well-known designers. It is understood that under the redesigned environment of Guangdong, many garment enterprises even do not have their own brands, but they will also pay great attention to designers and plankers in Italy, Hongkong and other places. It is the most natural thing for Guangdong costumes to cooperate with foreign designers or designers in Hong Kong and Macao.

　 Slow down in brand practice

When a designer mentioned Guangdong's clothing, he said: "the development of Guangdong's clothing these years is a heavy interest and a loss of culture." Indeed, over the years, the output and output value of clothing in Guangdong are located in the forefront of all provinces and cities in the country, and even the top ones. But look at the list of Chinese famous brands every year. There are not many brands belonging to Guangdong. In addition to the eye-catching performance of Shenzhen women's clothing in recent years, there are few brands in other parts of Guangdong that can name consumers nationwide.

While the Yangtze River Delta and Fujian region, which belong to the Chinese garment industry, are ahead of Guangdong in this regard. The capital operation in the clothing industry is in full swing, multiplication is multiplying, capital production is used to reproduce output value, and brand cultivation is always tested.

In addition, China's accession to the WTO and the impact of the international financial crisis have made Guangdong's fist - foreign trade processing lose its original strength. RMB appreciation and labor cost rise... Foreign trade processing profits have been diluted, and a large number of orders have gone to Southeast Asia and other places where the labor force is much cheaper, or as some bosses have said, "the cost has been rising. Now we have orders, and we dare not take them."

All these have brought unprecedented pressure to Guangdong's clothing industry. Therefore, upgrading the industry and developing the brand development become the choice without choice. {page_break}

It is reasonable to say that at the starting line has been dropped a great deal to catch up with it, and the famous Cantonese who have always been known for their openness in the process of foreign trade to domestic sales and processing to brand is surprisingly cautious.

Many enterprises do not have direct transformation. Tang Minyi, chairman of the clothing and clothing trade association of Guangdong, Hong Kong and Macau, told reporters: "some enterprises with transformative consciousness take the way of making OEM for mainland brands to explore the domestic market. Some foreign trade enterprises first sell their products to the wholesale distribution market, so as to investigate the requirements of domestic consumers for their styles and quality. They are accustomed to foreign trade, do not understand the operation of brands, need a process of adaptation.

Yao Ruobin said in an interview: "the brand awareness of Guangdong clothing enterprises is becoming stronger, but it is not following suit. Many of them recognize their original strengths, foster strengths and circumvent weaknesses, and exert their strength, such as the original shirts companies will create a brand of shirts, do likewise pants, specialize in one and do fine, accumulate strength for the future brand building."

Since it is late, it is necessary to be more perfect and refined. This is Tan Zhiqiang's point of view. For Humen Town, which owns several garment factories, transformation and upgrading is undoubtedly a gigantic project. Tan Zhiqiang pointed out that transfer should start with the government and have a good plan. What Humen is taking now is a double upgrade of the city and industry. "Without the matching of the urban environment, there is no way to upgrade the industry." Tan Zhiqiang said that having a good cultural soft environment is a common feature of the fashion capital of the world. Humen has made efforts to upgrade the urban road and build a cultural garden, so as to enhance the soft environment of the city and create a public platform for the development of favorable industries for the vast number of garment enterprises.

At the same time, Tan Zhiqiang also said: "businessmen in Guangdong are more practical and less eager for quick success and instant benefit. Copying the industrial capital operation mode in other areas may not be suitable for Guangdong. For Guangdong clothing, the process of branding may be a process of gradual change. There are several enterprises in Humen, which collapsed due to the high packaging of enterprises and brands. It is unrealistic for an enterprise or a brand to rise in a moment. Our enterprises are more steady and steady. This is not only affected by changes in the external market, but once the market improves, the advantage will be highlighted.

　 The development of clothing brands is supposed to be a high-profile event, but clothing people in Guangdong have also done such a low profile.

Cage for bird risk

Branding is only part of the transformation and upgrading of the garment industry in Guangdong. Compared with that, the upgrading of the whole industry is more complex and difficult. In 2008, the Guangdong provincial Party committee put forward the concept of "double transfer" of industry and labor force and "changing cage and changing birds", which put forward higher requirements for Guangdong's manufacturing industry.

As a long-term development of garment industry relying on cheap labor force, it is natural to have the intention of the topic. Such upgrading is also the most urgent problem faced by Guangdong clothing enterprises.

The actual situation of Guangdong's clothing industry has brought a series of problems to the industrial transfer.

Labor transfer is mainly aimed at some mature brands, which can leave the creative center at headquarters and transfer production to inland areas. The brand is exactly what Guangdong lacks. In the entire garment industry of Guangdong, small and medium-sized garment enterprises (5 billion yuan below the business volume) are the absolute main force. As Tan Zhiqiang mentioned, the reality in many places is that factories and markets support each other and factories can not transfer. At the same time, Tan Zhiqiang also said: "the development of clothing to borrow capital is nothing more than the two ways of using venture capital and bank loans. Most of the clothing enterprises in Humen are small and medium-sized, unable to attract venture capital, and many have no real property to mortgage to banks." It can be seen that SMEs have brought multiple constraints to the overall transformation and upgrading of Guangdong's clothing industry.

At the same time, the repeated rise in production costs will drive small and medium-sized garment processing enterprises to a dead end. In response to this series of problems, some experts have pointed out that Guangdong's clothing industry will face the crisis of "hollowing out" industry.

At least, for now, "cage changing birds" is an even more difficult task for Guangdong's clothing industry. In the interview, Liu Yueping, President of the Guangdong apparel and apparel industry association, said: "the complete industrial chain of Guangdong will become a killer of resistance to Industrial Hollowing. Many garment enterprises will rather tolerate the rise in labor costs and do not want to move to other areas, because the additional cost brought about by the incomplete industrial chain after transfer will probably be much higher than the visible cost now."

The complete industrial chain mentioned by Liu Yueping is the completeness and superiority of Guangdong in the design, production and sales, and at the same time sits on 26 distinctive garment industrial clusters, from men's clothing to women's wear, from children's wear to evening dress, from underwear to sweater. This advantage is unmatched by other strong clothing provinces. As long as they are well used, these can be the bonus points for upgrading the garment industry in Guangdong, and will make the industry turn more easily.

To solve the contradiction between Guangdong clothing "changing cage and changing birds" and "hollow industry", it really takes a lot of thought. How can we make good use of the industrial advantages that people are salivating? And how to avoid the unique industrial disadvantage of Guangdong? Guangdong clothing is destined to take a road that no one has ever walked. It is expected that in the near future, the young garment industry in Guangdong can change all the time and bloom new vitality.