China'S Clothing Industry Needs To Form A Fashion Brand With International Appeal.

about clothing In recent years, there are some different views in the industry: some people think that some Chinese brand clothes are too expensive for Chinese people to afford, while others believe that the price of Chinese brand clothing can still be higher. I remember 5 years ago, in order to prepare for the debut of the Paris fashion week in Beijing, the author wrote an article about the changing concept of the clothing industry. The author thinks that the clothing industry can be divided into four formats: tailoring, garment making, fashion and fashion. In different formats, the competitive priorities of enterprises are different. The author will analyze the reasons for the success of China's garment industry. Depict The direction of fashion industry development.

The garment industry originated in the United States. Due to the development of sewing machines and the introduction of the large-scale industrialization management mode, the United States gradually formed a modern garment industry with pipeline management in the 40s of last century. Its low processing cost and fast production capacity were quickly welcomed by the enterprises, and the consumer market shifted from the original tailoring to the ready-made clothes purchase, and the "clothing rate" became an important indicator for the development of the national garment industry. After 30 years of development, China has developed into the most powerful garment producing country in the world.

Under such circumstances, the European garment industry has developed a new path instead of paying attention to the cost of the low-end garment market and competing with us. Instead, it invested huge energy and capital in product design and brand management, and formed a fashion industry dominated by design and innovation. In this format, cost is no longer fundamental. compete Factor. They have made great efforts in the field of design and innovation, as well as the brand fashion image. They have formed a low price product competitiveness and a strong influence on consumers in fashion trend guidance, thus dominating the high-end fashion market. In this fashion market, fashion consumers love each other's fashionable and fashionable fashion on a quarterly basis. This kind of love makes them almost forget the cost, and they will "frugal" for their favorite fashions, they will catch up with them. Fashion trend Sacrificing appetite and trying to lose weight! This is the fashion market, not the clothing market. {page_break}

Some visionary Chinese entrepreneurs see this opportunity. In the past more than 10 years, they have made great efforts to learn from European counterparts and gradually invested their capital and energy from factories, land and equipment to talents, design and innovation. Compared with the famous Chinese garment enterprises in the 90s, brand enterprises have the following 4 common characteristics: most of their leaders have received higher education, and their team has a higher education level; they are basically in the first tier cities, have no own production capacity, and mainly invest in the product development and sales network; engaged in women's clothing that requires higher design content; basically do not do TV advertising, but there are many marketing inputs. Gradually, their product style began to be recognized by the market, forming a stable loyal customer group, and the gross profit of their products steadily increased. This allowed them to have more capital to use the world's top fabrics and use the internationally renowned designers to increase investment in product design and development and brand fashion. In these enterprises, there are many designers from Hongkong, China, Taiwan, Korea or Japan, and more and more world-class designers from Paris, Milan and other places.

When we see these successful fashion companies that push their brands to the market and win higher returns, we must not measure the price of their products in the ready-made industry standard. Chinese fashion consumers need high-grade, demand worthy and valuable high fashion, especially products that need to be launched every quarter according to the international fashion trend and have enough choice of brand fashion. Once our fashion enterprises can provide two hundred or three hundred fashionable clothes that match the world trend each season, it is not only consistent with the Chinese characteristics and skin and hair color, but also fully displaying the sense of value needed by the Chinese middle class. How can the consumers not willingly pay the bill? This is the fashion industry. This is a fashion industry that can let consumers forget the cost. In the price structure of the fashion industry, the physical cost concept (fabric cost and processing cost) of the garment industry is only a small part. Therefore, some people naturally "do not understand" the price.

The current problem of China's clothing industry is the need for more brand fashion enterprises to gradually develop an internationally competitive fashion industry and form a fashion brand with international appeal. To achieve this goal, we should cherish these fashionable fashion enterprises that have just been on the right track, so that they can be recognized by consumers and recognized by the industry.