Dalian Builds An International Brand In 5 Years

During the Dalian International Fashion Festival, Tian Ping was the busiest man. With the words of Dalian's clothing entrepreneurs, "President Tian gave his youth to Dalian clothing."

Clothing used to be the card of Dalian city. Today, the brand of Dayang creation, Si Fan, Sang Fulan and so on are the business cards of Dalian's clothing industry.

However, compared with Guangdong, Zhejiang, Jiangsu, Fujian and other provinces, the development of the clothing industry in Dalian has gone through a tortuous course, and Tian Ping has a lot of words to talk about.

Reporter: Dalian was once proud of the clothing industry, and the people of the whole country knew Dalian because of their clothes.

In recent years, the development of Dalian's clothing industry is not optimistic compared with some developed provinces and cities in the south. What do you think is the reason behind it?

Tian Ping: indeed, the clothing industry in Dalian is regarded as the top soldier in the northeast area, but from the national perspective, some provinces and cities in the south are developing very fast.

Let me give you some data. From the perspective of Dalian's urban industrial structure, the proportion of heavy industries such as petrochemicals accounts for 72%. The proportion of light textile industry has been adjusted from 22% to 28% after the "11th Five-Year" adjustment. Light textile industry also includes light industry, textiles and clothing, so the proportion of clothing is even smaller.

In Ningbo, clothing accounts for over 10%, and the industrial structure is different from Dalian. This also promotes the rapid development of their clothing industry.

Let me give you another example. For example, in Changle, Fujian, this is a county-level city, with no cotton production and two no chemical fiber base. In ten years, the textile industry has reached 3 million spindles. How did they do that?

One is tax collection and one is to attract overseas Chinese to invest.

We should know that the cost of raw materials purchased by Southern enterprises is at least 4% lower than ours, because many enterprises do not ask for invoices, which is not acceptable in Dalian.

Generally speaking, the difference between the South and the north in the management environment is obvious. The South market is more active and the policy is relatively loose. The clothing industry is very adaptable to the market economy.

Reporter: you analyzed the reasons from the market environment. What are the effects from the perspective of enterprises and entrepreneurs themselves?

Tian Ping: the northerners are at ease and are affected by the inertia of thinking.

There is a Victory Square in Rome, where Chinese people run more than 300 wholesale clothing stores. A good store can sell one container a day, but no one in Dalian operates there.

This is part of private trade, but there are more regular trading companies than Dalian.

Because they have such courage.

Reporter: open your mind, active thinking is not.

Tian Ping: we should guide more, publicize more, do more activities to stimulate enterprises in Dalian, let them participate in exhibitions more, and learn more from outside.

The Dalian municipal government has also provided special funds to encourage enterprise brand building, giving subsidies to the marketing network construction and brand promotion, and the subsidy amount is 20%.

Dalian is still a large number of garment export enterprises. We suggest that they insist on walking on two legs, and that exporting enterprises should create brand under the condition of good export. Enterprises with brands should go out boldly.

In this regard, Dayang creation brand has begun to set up offices abroad. In fact, the southern brand enterprises have been trying to go out several years ago. Different concepts have created the gap. So we are now trying to help enterprises open their minds.

In design, we now have the fashion week form to provide a stage for Dalian's local businesses and design. The next step is to strengthen international exchanges. Next year, we intend to invite foreign enterprises to communicate in Dalian fashion week, and we can also participate in their activities. For example, in October, we will send two designers to Macao fashion week.

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Improving technology is the highlight of pformation.

Reporter: Dalian clothing occupies an important position in foreign trade export. This year, influenced by the debt crisis in Europe and America and the earthquake in Japan, the international trade situation is not optimistic. What is the reaction of Dalian's clothing industry?

Tian Ping: from the perspective of the development of the clothing industry in Dalian, we are not as serious as some cities.

Judging from the economic indicators in the first half of this year, we have developed very well, both in terms of exports and sales revenue and profits.

This is closely related to the product mix, market structure and customer structure of Dalian. Dalian's clothing exports are low grade products, mainly middle and high-end products.

In fact, we have been adjusting the structure. Dalian is an export oriented garment industry structure. In the early 11th Five-Year, more than 80% of Dalian's clothing output was exported. At the end of 11th Five-Year, the proportion was adjusted to 67%. We will further adjust this structure and increase the proportion of domestic demand.

Foreign enterprises are grabbing the domestic market. Why don't our own enterprises face the market of these 1 billion 300 million populations?

We are guiding enterprises to do this work so that they can understand this problem.

Reporter: brand building has been mentioned in the clothing industry for many years, and in the current situation of Dalian's foreign trade export still accounts for 67%, what are the associations' planning for Dalian's brand building?

Tian Ping: the leading men's clothing brand of Da Yang creation.

Recently, a county-level city in Dalian was awarded the "famous western city of Chinese clothing" in Pulandian. There are hundreds of enterprises, mainly in western style clothes.

Si is a banner of Dalian women's clothing, focusing on advanced women's clothing.

Sang Fulan is a leading brand in Dalian underwear enterprises.

In comparison with the southern garment industry, these three brands are still few, but we are still trying to build more famous brands in Dalian.

During the "12th Five-Year" period, we hope to replace the old scale and labor-intensive fashion with clothing and high-end elements.

We are hosting the spring, summer, autumn and winter fashion week. We hope that we will not rely solely on quantitative production to win, but we will move towards a more high-end line.

At the end of 12th Five-Year, we hope to build an international brand, several well-known domestic brands, and introduce several internationally renowned designers.

Reporter: the cultivation of new brands needs strong production capacity and design ability to support. What are the highlights of Dalian?

Tian Ping: cashmere is also very famous in Dalian. The brands such as golden hammer and Liaonan Wang have their own characteristics.

The golden club is better than Ordos in Beijing Yansha stores, but their market size has not yet formed, but with this head, slowly guide them, push them, and gradually form a scale.

Also, 10 million annual jeans factories, do you know how many countries there are?

We are one of the great sons of Dalian.

Dalian Longsheng leather exports account for 1/2 of the market in the United States. We hope to gradually guide them to the road of design, marketing, brand and marketization.