If The Garment Industry Is In The Water Age, There Will Be Too Many Twenty Years Of Development And Integration.

After experiencing the nourishment of fertile soil, the building of sacred wood, the nirvana of fire and the temper of Yao Jin, China

The apparel industry from across the country gathered in Beijing at 8 on the evening of October 20th to review the efforts of 20 years.

Tonight, Beijing is shining brightly.

Nourishment of fertile soil [1991-1995]

"Thank you for that era."

Li Rucheng, chairman of the board of directors of YOUNGOR group, stood in the centre of the stage and was excited.

His words represent the voice of many entrepreneurs, and Zhou Yaoting is one.

"In the 80 years of last century, our township enterprises are" illegitimate children ".

He said that even in the early 80s, their clothing was not directly circulated to the market, but could only be sold to all levels of spinning stations.

In fact, until 1989, the government has also severely harnelled the private sector. Many private enterprises have to be affiliated to or belong to the state or collective enterprises.

There is little autonomy and lack of vitality in Chinese enterprises.

The turning point appeared in Deng Xiaoping's southern tour. Then, in the third Plenary Session of the 14th CPC Central Committee, it pointed out that we should "further develop the commodity market and establish wholesale markets for bulk agricultural products, industrial consumer goods and means of production in the areas of origin, sale and distribution of important commodities."

This provides the soil for the growth of clothing brand.

Changing the system, looking at demand, attracting talents, grasping information and expanding the network, township enterprises have changed their systems in succession, and the advantages of small batch, multiple varieties, fast delivery and good quality are also being watched by more and more foreign businessmen. They have come to seek cooperation, or invest in joint ventures, or processing materials, or underwriting products.

In fact, as early as January 1991, the China Industrial and Commercial Times article said that some developed countries clothing manufacturers shouted the slogan of "going to China to run factories."

This is a great opportunity for China's garment industry. China has become the preferred place for the international garment industry to shift due to cost depression. China's clothing industry has entered the world economic cycle.

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"Three to one subsidy" and "three capital" have become the characteristics of many eastern coastal areas.

Some have been grafting advanced international technology, some have constantly summarized management experience and even appeared at international exhibitions. However, more enterprises have focused their energies on products, improving product quality and enriching product design.

After all, in the international industrial chain at that time, China could only talk about products.

When the time came to 1994, Chinese clothing people welcomed their first glory. Chinese clothing production and export began to rank first in the world.

At the moment, Pierre Cardan had already set foot in China for the first time.

The opening of the national market, the opening of the market, the influx of international brands, Chinese clothing felt the pressure, platform construction mentioned the agenda.

The "brothers Cup" design competition began to be held. Ten best Chinese designers began to make the selection. The China costumes and clothing times were born. The first CHIC was opened, and the Chinese clothing association founded on the market and serving the purpose began to witness and promote the history of the Chinese garment industry in the past 20 years.

Between pressure and dream, a large number of Chinese brand clothing was born.

Since the beginning of 1991, the YOUNGOR shirt has infiltrated quality consciousness into the corporate culture since its debut in early 72. A YOUNGOR shirt has to go through 72 processes, and every process requires no less than 4 to 12 rules, from the leader, pocket, sleeve, buttonhole to the flap of the door, its symmetry is limited to 1 to 2 millimeters.

And the Chinese fir produced the slogan of "Shan Shan suit, not too smart", which opened the precedent for the operation of Chinese clothing brand.

Bosideng began to see the power of fashion in 1994, when half a hundred thousand down garments were overloaded that year.

His boss went to the front line for inspection, and finally found that there were differences in color, fabric, style, version and quality between products and market demand.

So on the one hand, he increased the amount of down clothing and made the down jacket more frivolous. On the other hand, he introduced the fashion design concept to down jacket.

That year, "really made money."

In fact, with the aid of external processing, coastal enterprises have begun to understand the dynamics of international clothing styles, colors and fabrics. After a primitive accumulation, a large number of Chinese brand clothing began to operate.

Zhou Chengjian first established brand awareness, then "borrowed chicken and eggs" (licensed production), "net fishing" (franchised chain operation) began virtual operation; Lining, who was good at sports marketing, continued to innovate and won the respect of the industry.

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China's apparel industry has seen a boom in its history. During the investment season, people from all over the world carried a sack and a sack of money, waiting for the brand in front of YOUNGOR and Shanshan.

The building of sacred wood [1995-2000]

"At that time, Shanshan could buy a luxury car every day."

Zheng Yonggang said.

But by 1997, this situation was no longer sustainable.

The stock is too large; the advance payment can not be collected; the terminal vendors who originally queued for the goods have begun to ask for price negotiations; the important thing is that gross profit has dropped from about 30% to 12%.

"The era of shortage economy has passed."

Zheng Yonggang made up his mind to change all the stores into franchises and began the era of change.

As a matter of fact, China's textile industry is now fighting the war of losses, optimizing its structure and putting it on a large scale. This also brings opportunities for innovation and upgrading of Chinese clothing.

This year, China finally decided to take the road of socialist market.

This has also given the enterprise a reassurance, and the entrepreneur has also become a recognized class.

The stage of Chinese enterprises is becoming wider and wider.

Shanshan and YOUNGOR have listed in Shanghai, and have begun to reform the internal mechanism.

In this environment, "we put forward a famous brand strategy," said Du Yuzhou, President of the China clothing association. "Famous teachers and famous brand projects" are designed to enhance the social status of Chinese fashion designers, and play an objective role in guiding domestic clothing brands to pay attention to design, attach importance to design talents, seek brand core competitiveness and differentiate competition.

Industry leader, Shanshan, once again saw the opportunity.

With the annual salary of 1 million yuan per person, Shan Shan hired Zhang Zhaoda and Wang Xinyuan to the Shanshan banner to try to create "FLRS".

In April 1998, Wang and Zhang launched the national tour of "not me, the wind".

Design is the soul, the designer is the carrier of the soul, and let the soul return to the throne.

I have no doubt that the era of Chinese designers has arrived.

Zheng Yonggang said.

At this time, YOUNGOR, seven wolves and other enterprises responded. Xie Feng was in love with San Sanli and Zhao Yufeng, and Lv Yue joined hands with Fuwig and Kathy to invite Wu Haiyan and Zhao Weiguo. Wu Xuewei, Wu Xuekai, Wu Xuekai and so on a large number of excellent fashion designers sprang up like mushrooms.

Taihe Group even hired French designer Marty as artistic director. Shenyang Liming clothing group invited Koshino Junko, a famous Japanese fashion designer, to join.

Grasp the design and grasp marketing.

In May 1998, in the freezing cold of minus 43 degrees Celsius, Milo, a Tibetan college student in Bosideng down coat, represented the "Boston mountaineering team of China" and climbed the summit of Mount Everest with 3 Slovakia climbers.

China's Bosideng mountaineering team flag has entered the world's highest peak, and a metal card bearing the words "Boston is the first in China to challenge the world's famous brand" has also stayed at the world's highest peak.

And white-collar workers pioneered the "customer satisfaction system" to integrate business philosophy, business strategy and implementation strategy.

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"At the end of the twentieth Century, clothing brand completed the pformation from product demand to brand demand, to grade demand, and then to the positioning of cultural needs."

Some experts said that the clothing industry began to participate fully in international competition.

After the 1998 Shenyang dawn "Chinese ancient and modern fashion show" was performed in France, YOUNGOR represented Maxim 's de.

Paris brand.

Sydney Olympic Games, the French national gymnastic team chose Lining for the Olympic equipment, and the Millennium Chinese textile and clothing trade exhibition was held in New York, USA.

However, international brands are already under attack.

Burning Nirvana [2001-2005]

After 15 years of negotiations, China joined the WTO in December 11, 2001.

Soon, international brands came in like the discovery of the new world. Soon, "high and mid-range brand consumer markets were occupied by a large number of international brands, such as Beijing Seth, Yansha and other shopping malls, its domestic brand accounted for only 40%."

Du Yuzhou said.

At this point, Shan Shan started its own brand "FLRS", although it has entered the most high-end department stores in Beijing, Shanghai and other first tier cities, but it ended up in loneliness.

Another famous domestic leisure brand "Yi Dan", which was bought at high price by Chinese fir, has also declined from a national leisure brand to an outdoor sports brand that only appeared in the two or three line cities.

Later, when Zheng Xueming, manager of the brand Department of Shan Shan, summed up that Chinese designers were more like "politicians" in the design field. They only came to work for more than a week in a year, and were busy with lectures, performances and participation in other assessments.

He believes that famous designers can only come from the process of designing products into brands.

So, in 2001, Shan Shan began to explore "multi brand internationalization". Through cooperation with international brands, learning international brand operation experience and design concept, so as to train their designers and brand operation talents, and finally pull their original brand.

In fact, "we only went through two to three years of operation and entered the congregate development."

Zheng Yonggang said that it has 23 brands, including 11 international brands and 12 private brands.

What is important is that these brands are 60% of the group, and the two sides invest in the investment company.

Obviously, Zheng Yonggang wants to take the road of Transnational Corporations: "we are making brand operators, like Nike and LV, which control the fashion brand with capital as the link."

In the same year, Li Rucheng was recommended to introduce foreign brands.

Obviously, Li Rucheng felt the "great pressure". In the more than 10 years of operation, YOUNGOR still seemed a bit behind fashion in his view. "In the end, he did not give up YOUNGOR?" he had some ideological struggles.

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In 2002, when he went abroad for a lap, he found that some brands in Japan had basically lost their production support and gradually weakened their development capabilities. Many brands in the United States developed rapidly and disappeared quickly, and a few famous brands in Europe were also very depressed.

When Li Rucheng came back, he decided to make YOUNGOR a first-rate standard and set the goal of "creating an international brand and building a century enterprise".

In October 2001, YOUNGOR International Garment City, with a total investment of nearly 800 million yuan, was completed as the largest garment production base in the country. Its annual output of 30 million garments also opened the YOUNGOR vertical industry chain mode.

Informatization has become a new tool to win the battle.

Through the agent store management system, the ERP system of the United States headquarters connects the upstream garment manufacturing and manufacturing management system with the sales system.

Zhou Haijiang decided to play the culture card.

Since 2001, an annual "Tanabata Festival" has been launched to promote Chinese people's own Valentine's day at home and abroad, and place their affection for their loved ones, their compatriots and their motherland.

In 2005, the Chinese Fashion Association, the Chinese Designers Association and the wedding Bird Group Co sponsored the "news conference on" the 2005 original concept of Dunhuang's "Tian Li Li Xiang", which is made in China and created in China. It was held in Beijing.

With the core concept of "China creation", the conference aims to advocate the development of China's garment industry from "made in China" to "made in China" and create a knowledge-based international brand.

In fact, over the past five years, reflection and experimentation have become the themes of the times.

In 2002, the industry began to appeal loudly: China's clothing industry needs its own CEO.

In 2003, the Institute of industrial economics of China Garment Association was established, which made up for the short board of the garment industry without industrial economic research platform.

In March 2005, the Chinese clothing brand led the annual award of Chinese clothing brand. It first announced the Chinese clothing brand to the society in the name of the industry, and provided a frame of reference for the scientific understanding of brand value.

In June 2005, the social responsibility management system of China's textile enterprises was launched. The textile and garment industry took the lead in starting a social responsibility management system in many industries in China, and put forward the idea of "creating a responsible industrial chain".

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With all kinds of efforts, China's comparative advantage has been brought into full play in the past five years of accession to the WTO. The export volume of clothing has increased by 98.65%, of which the number has increased by 89.93%, and its value has increased by 10.07%.

However, at this time, China's clothing industry is already pouring into the wind.

Yao Jin's temper [2006-2010]

In January 1, 2005, textile and clothing quotas were finally cancelled.

However, the growth of exports has angered the United States and Europe.

In April 28th, the United States announced the special safeguard investigation of 14 types of textiles in China; in May 13th, the United States reimposed quota restrictions on three categories of products; in May 18th, the United States again adopted special guarantees for 4 categories of textile and apparel products; in May 23 and 27, the United States imposed quantitative restrictions on 7 categories of textile and clothing products respectively.

At the same time, the European Union also said it would launch "emergency special safeguard" procedures for the two categories of T-shirts and linen yarns in China.

In May 20th, the Chinese government announced that China will increase tariffs on 78 textiles since June 1st.

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Finally, at midnight on June 10th, China and the EU reached an agreement to solve the "port pressing incident" of Chinese textiles in the hours before the deadline.

Then, in June 17th, China and the United States began the eight rounds of marathon negotiations on textiles, and only after five months in November 8th did they finally get it right.

China is back to the quota era.

Similarly, under international pressure, in July 2005, China began to implement the appreciation process. In 2006, "breaking 8" and "breaking 7" in 2008, the speed of RMB rising was catching up with the Rockets in people's minds.

In 2008, when the financial tsunami hit, orders fell sharply, and the "closing down tide" of small and medium enterprises arrived. Under this circumstance, with the rising prices of raw materials and labor, many eastern enterprises began to shift to the central and western regions and Southeast Asia.

Dangerous and complicated.

On February 4, 2009, Premier Wen Jiabao chaired a State Council executive meeting to deliberate and adopt the textile industry and equipment manufacturing industry's adjustment and revitalization plan in principle.

Subsequently, the export tax rebate increased to 15% in 2009, which played a key role in stabilizing exports.

Obviously, enterprises can not rely solely on policies, but also on their own.

"The crisis period of others is our opportunity period."

Zhou Shaoxiong, chairman of the seven wolves, said that under the influence of the economic crisis, the promotion of brand value is the focus of brand development.

So Zhou Shaoxiong slowed down the expansion, increased the proportion of self run, and integrated marketing resources.

Similarly, the red bean clothing is pformed from the production management type to the creation operation type by grasping the two ends of the smile curve.

In May 2008, the red bean home was opened in Nanjing Hunan Road Confucius Temple store, and another concept flagship store was born.

The store has a total area of 800 square meters, the first floor is mainly underwear, home clothes, bra, shorts, children's wear series, the two floor is a series of small home textiles.

The whole shop is dominated by beige, and integrates shopping, entertainment and rest according to the layout of the living environment, and emphasizes "one-stop shopping".

And the United States in Hangzhou flagship store up to 5000 square meters, YISHION in Shandong, Shenzhen East Gate pedestrian street, in Guangzhou, there are thousands of square meters, several floors of the image shop.

With the improvement of marketing ability, the epoch-making reform of Chinese fashion design is coming.

On 2006 National Day, Xie Feng took his Ji Fen as the first Chinese clothing brand to successfully enter the opening ceremony of Paris fashion week and attracted worldwide attention.

In fact, a number of internationally renowned fashion designers have developed, such as Ma Ke, Zhang Zhaoda, Guo Pei, Liang Zi, Luo Zheng and so on, becoming the backbone of Chinese design.

The opening of the Beijing Olympic Games has brought an excellent opportunity for Chinese clothing brands. Two years later, in World Expo, Shanghai, more than 30 Chinese textile and garment enterprises were granted the franchise qualification.

Integrating international resources has also become a killer for enterprises to build brands.

In 2007, YOUNGOR spent 120 million US dollars on "KELLWOOD" men's clothing business in the US.

Later, Carlyle invested 150 million yuan in the song, and Itou Tada bought the 28% stake in Shanshan Group. Shandong Ruyi denounced 44 million 440 thousand dollars to buy 40% stake in the Japanese garment giant.

With the improvement of their own strength, the battle for local strong marketing began.

For example, Lining, Anta, XTEP and other local brands launched their latest advertisements from 2009 to 2010, and sports stars also joined in the brand wars.

Since the implementation of CSC9000 in May 2007, the per capita output has increased by 24.38%, and the employment time has been greatly reduced.

In the past five years, China's apparel industry has finally handed out a beautiful answer with its own efforts and wisdom.

Du Yuzhou talks about the dream of China's garment industry powerfully

If the future of water [2011-]

However, "we are primary school students and middle school students. We must go to the doctorate."

Li Cheng Cheng said that to be a doctoral student is to make a world brand.

Obviously, brand is an important part of building China's clothing power.

In fact, Armani, which has a history of more than 30 years, can be used for reference.

In 1975, Armani set up Giorgio

Armani successfully designed the "power suit" in 1980.

Later, Armani offered this dress to the hero Richard Gil in the American dancer. The film was a great success and promoted Armani's reputation.

Since then, Armani has constantly rented costumes to celebrities, and Beckham, Ronaldo and Vieri have become customers of Armani.

In order to develop the top market, Armani bought its own OEM enterprises and some third party distributors, and actively launched its retail store. In 1974, it settled in Milan, Italy, entered London in 1989, entered the United States in 1991, and entered Shanghai in April 2004.

Since 1981, Armani has expanded its brand to many fields such as spectacles, watches, cosmetics, furniture, jewelry and so on.

On the surface, it seems that Armani's practice is not surprising, but compared with China, "China's clothing industry system is very strong, which is both an advantage and a weakness."

Grumbach, former president of the French High Fashion Association, said that this power hindered more flexibility, and this flexibility was the secret of many big brands.

The core of Du Yuzhou's theory of power is the strong power of science and technology, strong brands, strong talents and sustainable development.

Indeed, this contest is a comprehensive competition for system competition, from brand, culture, product design, logistics distribution system to terminal services.

In this industry chain, how to get high value is a problem that Chinese enterprises must think about.

Zhang Rongming, chairman of Beijing Adam underwear, said without worry: "a brand is only aiming at market share, which is certainly not conducive to the accumulation of brand connotation."

In fact, it is in the framework of a powerful country that changes in quality, technology, brand, innovation, talent, culture, social responsibility and sustainable development support the qualitative pformation of the garment industry and thus open the door to the powerful clothing industry.

"How can we be strong enough to become a powerful country in clothing is not just a goal, but in action."

As a result, the first China clothing conference held a number of parallel meetings as the core of "the power of capital", "the power of electric business", "the power of product", "the power of integration", "the power of culture", "the power of model", "the power of pnational force" and "the power of science and technology".

"After experiencing the nourishment of fertile soil, the building of Shenmu, the nirvana of the fire, and the exercise of Yao Jin, the Chinese garment industry has entered the era of water - invisible but powerful, invisible but mellow."

In the book "Nian Nian Nian" compiled by the China clothing association, the book reads: "the Chinese clothing industry is at this stage.

The energy of water will be strong in 2020.