Fujian Style Clothing: Big Brands Have Great Benefits.

In addition to an international metropolis such as Beijing, Fashion Week activities in Paris, Milan, London, Tokyo and other world fashion trends are even more common among Quanzhou's clothing brands such as Li Lang, nine Mu Wang, CABBEEN and sheia.

In 1979, in a black-and-white photograph, a foreign man wearing a windbreaker and scarf came face to face from the street, making a sharp contrast with the uniform and monotonous clothing of the surrounding crowd.

Not far from the front, an old man in a dark cotton padded jacket looked back curiously. This moment was forever recorded in the history of the development of Chinese clothing.

The street in the photo is Chang'an Avenue, Beijing. The foreign man in this picture is Pierre Cardin, French designer.

That year, Pierre Cardin led 12 French girls to perform a fashion show at the National Palace of culture in Beijing.

The concept of brand in China's clothing industry has been generated since the 90s of last century. Even then, we have been at least 80 years behind the western countries.

As one of the three major garment bases in China, Fujian style clothing originated in the middle and late 80s of last century. After more than 20 years of development, Quanzhou has formed a complete industrial chain and huge industrial cluster from spinning, weaving, dyeing and finishing to clothing production.

Quanzhou has more than 8000 textile and garment production enterprises, employing about 500 thousand people, with an annual output value of over 100 billion yuan, accounting for 10% of the country's total output.

Fujian Style Men's clothing rose in the 90s of last century. A large number of new brands, including seven wolves, Li Lang, nine Mu Wang, Jin Ba, Qipai, tiger capital, puzzle cards, gifted scholars, auntbung, Yun Dun and so on, have emerged one after another and become a beautiful scenery of Chinese clothing industry.

However, with the strong rise of the men's clothing in the domestic garment block, the phenomenon of the industry is becoming more and more serious.

Entering the 2011, Fujian menswear is facing more and more challenges of brand hollowing and product homogenization. The performance of brand added value is becoming more and more fragile.

Statistics show that in the past two years, only hundreds of leisure men's clothing brands have been born in Quanzhou and Putian. In other domestic clothing sections, a wave of business leisure oriented brand positioning has also been set up, such as the business casual wear section of Jiangsu Changshu.

At the same time, the first and second tier brands in foreign countries have been driven directly into the Chinese market, rapidly expanding their business and gaining market share.

Brand internationalization and innovation mode

When the parties were in the dogfight, the enterprises represented by Fujian men's men's wear brand quickly changed the runway and changed the marketing strategy. In order to get rid of the pursuit of various new brands, the imitation of other domestic dress pieces and the extrusion of foreign brands, the design war, cost war, innovation war and light assets strategy were launched in the East, West, North and south, which created a new mode of internationalization of Quanzhou's clothing brand.

In the international process of Quanzhou's clothing brand, this east-west and North-South wind: westward, the introduction of advanced designers and design culture ideas of European and American countries, to create Oriental dress culture; to the north, actively cooperate with Henan, Anhui, Zhejiang, Jiangsu and other places to integrate local excellent brand resources and relatively low labor costs; to the East, Taiwan market as the base, expand the overseas market of Fujian style clothing; to the south, gradually began to pfer the production base to the five ASEAN countries, and implement the strategic pformation of light assets.

Ji Wenbo, designer of Li Lang, believes that the existing clothing brands in Quanzhou are heading for international brands. With the globalization trend becoming more and more obvious, the internationalization of clothing brands is an inevitable choice. The internationalization of Quanzhou clothing brands has made positive exploration for the internationalization of China's clothing brand.

Big brands have great benefits.

Wang Liangxing, President of Li Lang recently pointed out in an interview with CCTV reporters that there are no fundamental differences in quality between good clothes and why some sell them high and some sell cheap. The difference is in the brand.

No one understands the brand much earlier than Quanzhou's textile and garment industry.

In the OEM stage, if you look at the products you produce, and label them with foreigners, you can sell several times and ten times the price, and the hearts of entrepreneurs are bleeding.

Starting with Anta's hiring of Kong Linghui as an image spokesperson, Quanzhou entrepreneurs have vowed to go out of their own brand.

Quanzhou textile and garment enterprises starting from the manufacturing link step by step to the two sides of the smile curve. The highly profitable and highly effective links such as R & D, design, marketing, logistics and so on are gradually being controlled by the enterprises themselves, and the manufacturing links that the enterprises are good at are gradually being pferred to more suitable areas, including the inland provinces and even the ASEAN countries.

Big brands have big brands, and big brands have great benefits.

Although we do not yet have the brand clothing of over 10 billion, however, as long as we bite the green hills and do not relax, and persist in the road of brand internationalization, Quanzhou's textile and garment industry will become stronger and stronger.

When marketing director Kotler once evaluated the Chinese market, he pointed out that if China could produce international brands, it would be in two fields, namely entertainment and clothing industry.

We have reason to believe him, and more reason to believe Quanzhou entrepreneurs!