China'S Apparel Industry Cluster Calls For Regional Brand.

Since the reform and opening up, many areas in China, especially the economically developed eastern coastal areas, have gradually formed a large number of industrial clusters with high industrial concentration, large scale of production, high market share and perfect matching.

However, due to the development of China's textile and garment industry cluster is less than 20 years, at present, these industrial clusters are still in the initial stage and remain in the development of "quantity".

Fu Guangwei believes that China's textile and garment industry cluster is not only from the quality of products, but also from the quality of products.

In many Chinese textile and garment industry clusters, such a phenomenon will appear: which enterprises have better market conditions, and which products will be shipped more, will cause peer prying, get relevant information, immediately organize proofing, production, within one or two days, participate in homogenization competition, price reduction, price reduction, and then reduce the price, until this style profit is dried up, the market is dead.

Then catch a new style and continue to repeat this cycle.

To this end, some slightly innovative enterprises have to leave the "right and wrong place".

"The departure of these early birds makes these professional towns seem more and more conservative, and the opportunity to breed leaders is lost again and again."

Fu Guangwei felt very sorry.

Because competition between enterprises is more competition between cost and price, innovation capability is difficult to enhance.

The final result is that the low price advantage has become the only core competitiveness of industrial clusters and domestic and foreign markets.

Fu Guangwei said, "lack of profit space and flexibility, once encountered external environmental degradation, such as rising raw materials, foreign trade barriers and anti-dumping, a group of enterprises and even the entire industrial cluster are often faced with a disaster."

With the macro regulation and guidance of our government, some industrial clusters have gradually changed in industrial collaboration and differential management, and are developing rapidly in product creative design and R & D, and are approaching the medium development level of industrial clusters.

Fu Guangwei believes that industrial clusters are a special stage in the process of economic development, which plays a unique role in developing countries to solve employment and develop the economy.

However, with the continuous development of market economy, the disadvantages of industrial clusters will gradually emerge. Only by strengthening cooperation can SMEs survive.

Regional brand is to establish and coordinate this cooperative relationship, and to point out the direction for the development of industrial clusters.

Fu Guangwei said that half of China's clothing industry clusters have reached the intermediate stage or at the primary level of the intermediate stage, focusing on service and innovation in this period.

The next step is to develop regional brands, that is, the advanced stage of industrial clusters.

Now the regional brand of China's garment industry cluster has begun to scale. A group of enterprises that already have a certain scale, strength and brand have become the image representatives of regional brands.

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From individual combat to Regional Sharing

From a global perspective, the ultimate clothing product of the global brand apparel supply chain is brand clothing. With the continuous optimization and development of the supply chain, all nodes of the supply chain also develop towards branding, and the final result is the formation of industrial clusters.

"As an important part of the global textile and apparel supply chain, the development of China's garment industry cluster will inevitably lead to the arrival of the era of regional brand.

In the future, the level of regional brand of industrial clusters will reflect the economic development level of industrial clusters and become the vane and driving force of cluster economic development.

Fu Guangwei thinks.

Fu Guangwei further analyzed that in the field of Chinese textile and clothing, the brand strategy before was basically regular.

Fu Guangwei divided the development of China's clothing brand into three stages: the first stage can be traced back to the 80s of last century, and represented three cities of Shanghai, Wenzhou and Shishi.

They have relatively developed economic foundation or convenient geographical advantages, and grow rapidly in the shortage era.

The second stage is around the 90s of the last century. The representative of the new forces is the Ningbo model, which truly represents the modern clothing industry.

The third stage, marked by the first China (Humen) International Fashion Fair in November 1996, led the Chinese industrial clusters to promote the new era of regional brand construction, followed by a series of clothing festivals and exhibitions.

Regional fairs and fairs have become the most effective means for the government to promote regional brand building. Governments around the country are also actively developing industrial parks, establishing specialized clothing markets, introducing various preferential policy conditions, and actively utilizing resources and geographical advantages to promote the development of industrial clusters and brand building in the region.

From industry to region to enterprise

What is the "public brand" of the industrial cluster? What is the relationship between the three brands of public brand and regional brand and enterprise brand?

Fu Guangwei told reporters that the main mode of public brand is that several enterprises jointly register a brand, such as tie, leather shoes and so on, sharing a brand on the upstream and downstream industries chain.

To reach the advanced stage, industrial clusters need a large number of public brands and enterprise brands.

Because it is difficult for individual SMEs to establish brand, regional brand and public brand provide an effective way for SMEs to establish brand, and also become an effective means to integrate the resource advantages of industrial chain.

Regional brand is a cluster of many brands in the region. If there are twenty or thirty brands in a region, there must be regional brands.

The relationship between regional brand and enterprise brand is complementary. Regional brand will lead to the development of enterprise brand, and the brand will also affect regional brand.

Regional brand building should combine the construction of public brand and enterprise brand to form the brand strategic deployment of China's overall textile and garment industry.

The division of labor from industries to regions and enterprises should be implemented, and a multi-level and interactive industry brand system should be established.

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"The level of development of producer services is the main difference between China and foreign developed industrial clusters.

There are many public brands in Italy's textile and garment industry, and their development mode is worth learning from China.

Fu Guangwei said.

There are 199 industrial clusters of SMEs in Italy, of which 69 are textile and garment clusters, accounting for 34%.

Each industrial cluster is usually decomposed into several independent production links, and several or even dozens of enterprises compete in each link, thereby reducing the manufacturing cost and promoting technological innovation.

The development mode of Italy regional brand is based on innovation and harmony. The development of regional brand and public brand of industrial cluster has entered the stage of sustainable development. The industrial collaboration in the region has gone through the whole process of industrial chain, basically avoiding the vicious circle of vicious competition in the industry, and entering the advanced stage of industrial cluster development.

"There are not many real examples of regional brand and public brand in China. This is a development direction in the future."

Fu Guangwei disclosed that Humen has already been in the forefront of the country in terms of regional brand and public brand. The China Textile Industry Association is helping to promote the "Humen mode" of regional brands.

From characteristic industries to brand ecology

How does the industrial cluster develop its regional brand? How does the regional brand combine its own characteristics? Fu Guang Wei believes that the core of the industrial cluster is the characteristic industry, so that it is easy to integrate the industrial resources, give full play to the industrial advantages and drive the development of the supporting service industry.

Regional brand should be built on the basis of characteristic industries. However, Fu Guang Wei reminds us that while developing characteristic industries, we must give full consideration to the ability of special industries to resist risks. The industrial characteristics formed solely by certain product clusters are not the development direction of industrial clusters.

We should focus on the establishment of industrial clusters based on regional brand and public brand characteristics, and integrate the characteristic economy into the brand economy and integrate into the global textile supply chain, so that we can maintain the characteristic industry for a long time.

Fu Guangwei also said that when developing the regional brand, the clothing industry cluster must consider the branding of the supporting industries, and vigorously develop brand enterprises supporting brand clothing, such as brand sewing thread, textile printing and dyeing, garment accessories, brand logistics enterprises, commercial retail enterprises, and design creative enterprises.

Therefore, the construction of regional brand should build brand ecology, so that the brand clothing enterprises can get the best supporting services, the most preferential industrial policies, the fastest logistics pportation and the lowest comprehensive cost.

Fu Guangwei suggested that the development of regional brands can choose some small and medium-sized clothing enterprises as the initiators of clothing public brands, jointly register a trademark, jointly own and use the trademark, and jointly use the same sales network.

These enterprises should be differentiated according to their products and strictly follow the production of large categories of products.

The main body of public brand operation should be government or industry association.

The participation of small and medium-sized garment enterprises in the construction of public brand should strictly enforce the Charter of Brand Company, establish a strict mechanism of joining and withdrawing, and restrict their behavior.

Fu Guangwei revealed that the China Textile Industry Association is considering the pilot project in the apparel industry cluster.