Textile And Garment Industry: Chinese Brands Break Through The International Market

Brand competition is the focus of today's international economic and social competition. China is an economic power, but it is not a brand power at present.

In order to change this situation and accelerate the transformation of the mode of economic development under the background of globalization of the world economy and the increasingly internationalization of the intellectual property protection system, it is of great practical significance and historical influence to study the brand economy and develop the Chinese brand to build an innovative country and enhance the competitiveness of the country and region, industry and enterprise.

Seize the opportunity of strategic development and develop brand economy vigorously

Brand competition is the focus of today's international economic and social competition. Brand economy The connotation of trademark is to create, confirm, cultivate, protect, manage and utilize trademark value as the economic operation mode of enterprise strategy. It is a stage of market economy advanced with brand as the core, integrating various economic elements and driving the overall operation of the economy. The implementation of trademark strategy is the core and key to the development of brand economy. It is the way for enterprises to achieve leapfrog development and keep their everlasting foundation. Brand is the collective embodiment of national comprehensive national strength and economic strength, and is the core competitiveness and competitive advantage of an enterprise.

Brand economy is an opportunity for the world to leave China's development. During the "12th Five-Year" period, it was Global economy In the period of deep development, science and technology are changing rapidly, and the flow of production factors and industrial transfer are speeding up. The interrelationship and influence between China and the world economy are deepening day by day. Therefore, the creation, possession and application of brand has become the key factor for China to take advantage of international competition.

Vigorously developing brand economy is an important way and means to speed up the transformation of economic development mode. It is an inevitable necessity for enterprises to improve their comprehensive competitiveness and a complex social system engineering. It is an important issue facing the whole society. Combined with the actual situation of China, we should focus on the following tasks: first, China must strive to improve the working mechanism of "government leadership, industry and Commerce lead, sector linkage and enterprise main body" to form a good brand development atmosphere and promote the implementation of trademark strategy in all directions. Second, China must vigorously promote the construction of industrial brand, carry out the upgrading of traditional industries, increase the number of new industries, speed up the service industry plan, standardize the big brands, speed up brand cultivation, strive to enhance the brand competitiveness of our country, and strive to build an internationally famous brand. Third, our country will continue to improve its supporting policies, improve its protection system, give full play to the main role of the majority of enterprises and enterprises, improve the brand building, licensing and brand protection of enterprises and enter the international market with the need of "made in China" brand [1].

　 The development of brand economy is the only way to "make a big country" to "make a strong country".

In terms of brand names, a number of international brands in the United States, Italy, France and other countries have been firmly occupying the high end of the world garment market with strong brand advantages and gaining high added value. Nike The cost of a pair of shoes is only a few cents higher than that of a pair of stars, but the price is five times that of a binary star. On the other hand, the export volume of China's textile and clothing is very considerable every year, but most of the enterprises still remain in the stage of processing international famous brands, and their own brands can hardly go out. Even the fabric enterprises or clothing brand enterprises with export capability are very cheap and take the low-end route. In addition, although for the labor-intensive textile and garment industry, the comparative advantage of the traditional labor force and the advantages of the supporting industry chain that China has formed will still exist for a long time. But with the rise of Chinese manufacturing industry, China will gradually mature in the processing and manufacturing field, and constantly march toward the brand. In such a situation, it is imperative for China's garment industry to transform from "manufacturing" to "creating" in order to realize the transformation from "big clothing country" to "strong garment country". This is China's strategic decision. "First of all, the transformation from made in China to China, and China will gain greater benefits in the international economic pattern, which is the fundamental significance. Secondly, the process of making from China to China. It is our country's strategic goal. Because it has been the goal of Chinese garment industry to realize the upgrading of China's garment industry and gain greater benefits and discourse power in the international garment industry.

　 At present, the international economy and research show that the best path for enterprises in emerging market to upgrade and innovate is from simple Commission manufacturing (OEM) to independent R & D (ODM), and eventually establish independent brand (OBM).

China's manufacturing industry has gone through the stage of learning and imitation in the process of integrating into the world industrial chain, but at present, most of the enterprises are at the initial stage in addition to the large scale enterprises that are capable of being able to compete with the multinational corporations. They can only adopt simple Commission manufacturing (OEM) according to their own characteristics and advantages. Because of its weak brand management capability, it leads to backward operation, low technology development capability and inability to participate in international competition. OEM enterprises are at the low end of the value chain. Enterprises can only get a small processing fee, and profit margins are getting smaller and smaller. The level of China's manufacturing industry is still hard to meet the market demand of the developed countries. Even if there is technology, it will not be able to change brands, so it will be difficult to enter the high-end market of developed countries. How to get rid of the inherent weakness of OEM and realize the upgrading of enterprises and industries is the biggest problem facing most manufacturing enterprises in China at present, [1]. Although China is a "big manufacturing country", it can not be called "manufacturing power". To break this situation, China must develop its high-end manufacturing industry and strengthen its foundation. {page_break}

　　 Brand promotion, strengthening the important strategy for enterprises to maintain their competitive edge

There are many theories of brand economy, but few of them can be successfully applied to brand management. Therefore, brand economy involves multiple levels of trademarks, popularizing the legal knowledge of trademarks, interpreting the economic significance of trademarks, improving the brand awareness of enterprises, and implementing brand strategy to achieve brand upgrading is the top priority for developing brand economy. In view of this, the basic theory of brand building and upgrading is fully revealed.

For export products enterprises with potential for development, they should provide key support, provide comprehensive information and technical support, and actively create conditions to help them improve their capability of independent innovation, so as to create a brand with independent intellectual property rights. Specifically, first, China should give full play to the advantages of manufacturing industry, form an international competitive advantage of high-end manufacturing industries as industrial clusters, and take strategic emerging industries to lead the continuous improvement of manufacturing level, and actively create "advanced international high-end manufacturing base". Two, our country maintains the relative structural balance between the real economy and the overall economy, and realizes the "two wheel drive" development of the high-end manufacturing industry and the modern service industry, so as to achieve greater development. Three, our country should give full play to the role of enterprises as the main body of innovation, guide enterprises to innovate, encourage enterprises to actively cooperate with universities and research institutions, and improve the technological content and added value of products with the help of national and even global innovative resources.

　 Transformation from "made in China" to "made in China" to enhance international competitiveness

With the deployment of the "12th Five-Year plan", the "high-end manufacturing industry" has been taken seriously, and it is imperative to make from "made in China" to "made in China". At present, the development of high-end manufacturing is not only an opportunity to revitalize China's manufacturing industry, but also a major driving force for the transformation from "made in China" to "made in China". The coupling of strategic emerging industries and "made in China" is mainly manifested in the flow of factors, structural convergence and layout. Factor flow includes three aspects: product, technology and capital. In terms of products, product substitution and complementarity exist in strategic emerging industries and traditional manufacturing industries; in terms of technology, new and high technologies in strategic emerging industries are traditionally diffused and infiltrated into traditional manufacturing industries; in terms of capital, traditional manufacturing creates accumulation for investment in strategic emerging industries.

The linkage of industrial structure includes two aspects: horizontal and vertical. Horizontal convergence refers to the extension of strategic emerging industries to traditional manufacturing chains, which means that emerging industries and traditional manufacturing industries undertake successively in the time sequence of development, and promote their optimization and upgrading. On the one hand, strategic emerging industries will gather talents and capital in the traditional manufacturing industry, and develop on this basis. On the other hand, with the dynamic adjustment of factor endowments, the strategic emerging industries and traditional manufacturing will be transferred to each other.

The strategic new industries lead the path of transformation and upgrading of "made in China" mainly in the following three aspects: first, China will achieve leapfrog industrial regeneration, that is, rapidly changing the situation of long-term lingering low, and selecting technological crosses from the strategic links of some strategic emerging industries, and directly developing high-end products with their own intellectual property rights. Two, China will be an extension of information and low carbon industries. Three, we should apply the advanced technology, equipment and products of relevant strategic emerging industries to transform the "made in China" into an information-based and low-carbon way.

The integration of strategic emerging industries and "made in China" industry is interpenetrated and intersecting, and ultimately integrated into a new industry. In the process of industrial convergence, we should establish the industrial cluster of strategic emerging industries and traditional manufacturing industries according to the development characteristics of different economic zones in China, and form the interactive effects of various links in the value chain, so as to maximize the overall value-added effect of [2].