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Five Big Pointers To Develop Sino US Clothing Brand Cooperation

2011/12/8 9:41:00 28

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Pointer To Develop Sino US Clothing Brand Cooperation

Analysis of Sino US clothing forum in Humen

With the deepening of economic globalization, Chinese clothing is in the world.

clothing

Trade plays a more and more important role.

Over the past ten years, despite the emergence of many excellent local brands in China's apparel industry, the domestic high-end clothing brand market is still dominated by top international brands. Moreover, the international second-line and three line brands are entering the Chinese market faster and faster, and the number is increasing. China's garment industry is facing a huge challenge of brand internationalization.

To this end, China opened up the international market, and the United States led the "2011 Sino US clothing brand cooperation development symposium" conference. The conference analyzed five major aspects.

domestic

The characteristics of the international market indicate China's garment industry in the future.

brand

The basic way of internationalization.

The first aspect analyzes how Chinese clothing brands enter the US market through the acquisition of American clothing brands.

According to the status quo: in recent years, the trend of mergers and acquisitions has become increasingly popular and Chinese excellent brands have opened stores overseas. These two aspects have opened the Chinese garment enterprises from "OEM" to "create brand".

international

The strategic layout of the market has also opened the sincerity and ability of Chinese garment enterprises to take the initiative to develop the international market.

Chinese garment enterprises go out to take the initiative to develop the international market.

U.S.A

To be led by.

Meanwhile, the clothing brand of the United States is also in urgent need to open up this huge market in China.

However, due to the impact of many factors such as policy restrictions and financial crisis, China's garment industry has been shrinking in recent years. At the same time, due to the lack of independent brands, China's clothing industry is still at the low end of the industrial chain, and its international competitiveness is not strong. Therefore, by strengthening Sino US clothing brand cooperation, Chinese enterprises can better grasp the changing trend of the US market, make targeted markets and enhance their international competitiveness.

The clothing brand of the United States can also further understand the development trend and related policies of China's clothing industry, widen the channels to enter the Chinese market, expand the brand effect, promote the close docking between the two sides of the trade, and achieve a win-win situation.

Strengthening Chinese and American clothing brands

cooperation

It will help further enhance the popularity of Humen's clothing regional brands, promote the entry of Humen garments into the supply chain of American apparel brands, expand the market at home and abroad, and realize the pformation and upgrading of the garment industry. We hope that the American clothing brand enterprises can strengthen exchanges and cooperation with Humen and build Humen's clothing brand in the US.

clothing

Brand cooperation platform.

Expand sales channels, achieve complementary advantages, win win and common.

The second aspect is our Ministry of Commerce's understanding of foreign trade situation and policy management and its future thinking.

Our country

Spin

The status quo: textile industry is a traditional advantage industry in China, involving twenty million people's employment.

Since the beginning of this year, the form of foreign trade has been gratifying.

However, at present, the huge fluctuations of raw material prices, the rise of labor costs, the rise of the RMB exchange rate and the slow recovery of international market demand have a great impact on China's textile and clothing trade. From a deeper analysis, my textile and clothing trade has increased rapidly to the critical period of pformation and upgrading in many years, from a domestic perspective.

Analysis

At present, China's textile and clothing trade faces the following three challenges:

One of the challenges is that the trade structure needs to be further optimized. The two challenge is the reduction of traditional advantages.

The three challenge is that I have been challenged to expand the export space.

I have seen a long period of low cost and rapid growth in the textile and clothing trade.

Pattern

It is not sustainable.

Positive pformation and upgrading can make China's textile and clothing trade from big to strong, and achieve sustainable development.

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In view of the above three challenges, from the perspective of the Ministry of commerce foreign trade department, the above market requires the Ministry of foreign trade to accomplish three major tasks.

First, maintain steady growth in foreign trade; second, strive for a basically balanced trade; thirdly, improve the quality and efficiency of foreign trade development.

This requires us to vigorously implement the export brand strategy, improve the efficiency of foreign trade exports, enhance the image of China made, speed up the development of foreign trade, expand the volume to the qualitative improvement, and strive to promote China's foreign trade from big to strong.

Concretely, it is realized through the following six aspects.

First from

Spin

In order to speed up the upgrading of the quality of foreign trade development, we will strengthen the government's guidance and promotion, and play a good role in the market. Through five to ten years' hard cultivation, we will form a batch of foreign trade pformation and upgrading demonstration bases, including import and export, with strong industrial advantages, obvious industrial advantages, distinctive regional characteristics, perfect public service system, and prominent role of leading enterprises, including textile and garment foreign trade pformation and upgrading demonstration bases, providing strong support for the sustained, stable and healthy development of foreign trade.

The second is to encourage enterprises to increase the added value of products, and to focus on changing our textile and clothing to OEM.

Whole

Low added value will encourage enterprises to increase investment in design and research and development, constantly develop new materials and new products, pform traditional textile processes, realize the pformation from OEM to ODM, encourage qualified enterprises to make full use of existing resources according to their own characteristics, create a batch of influential and consumer recognized brands, and promote areas with obvious export oriented high industrial clusters, and set up public service platforms, including public design platforms, and introduce international design resources to provide product design services that meet the international market demand.

The third is to create various international business platforms, to help textile and garment enterprises extend the supply chain and trade chain, and to change the current situation of OEM. It will support and guide enterprises to make use of specialized markets, e-commerce and international trade and economic exhibitions.

Overseas marketing exhibition centers and other international business platforms, establish marketing network and increase trade opportunities.

Fourth, we should strengthen the protection of intellectual property rights and strictly control the quality.

Fifth, we need to strengthen bilateral exchanges and resolve trade frictions.

Sixth, we should give full play to the intermediary.

organization

Function.

In the field of industry self-discipline, industry exchange, exhibitions at home and abroad, product design and product promotion, demonstration base construction, international quality inspection system and promotion of social responsibility standards.

Aspect

We should give full play to the role of intermediary organizations in the industry and guide the whole industry to actively pform their business models to adapt to the latest forms.

The third aspect is the analysis of brand development and brand cooperation. It is concluded that the brand development of textile and garment industry, that is, the upgrading of the brand industry, is actually a question of the structural adjustment of the brand clothing industry.

The structural adjustment refers to the following three aspects: the first is the adjustment of two institutions, namely, export sales and domestic sales.

With the development of China's market and the impact of the financial crisis on the international market, the structure of China's textile and garment market has undergone a continuous change, and the export market is gradually decreasing in the whole textile structure. This structure shows that the Chinese market is the main market for the development of our entire textile and garment structure.

The second is textiles and clothing.

industry

Three major areas of structure.

The entire textile chain is divided into three major textile areas: clothing, household and production.

The third is about the structure of enterprise benefit growth.

The development of China's textile and clothing has three important stages along with the reform and opening up and accession to the WTO: the supporting stage of textile and garment industry, the matching of industries has made us China's unrivaled competitiveness; the vitality of textile and garment development stage, we are now dominated by the private economy, the state has less than 4%; the textile and garment market efficiency is good to the enterprise concentration stage, and 1/3 of the enterprises occupy 98% of the industry.

market

Share, the best 7% of the enterprises occupy 31% of the industry.

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In view of the above three aspects of structural adjustment, the China Federation of textile industry has summed up the following four major strategies: technology, brand, sustainable development and talent.

And take these four strategies as the important direction for further development of China Textile Industry Federation.

In terms of clothing brand, Chinese enterprises can get some reference from foreign garment enterprises, but the development experience of foreign enterprises is not entirely suitable for our domestic enterprises to imitate.

With the two-way interaction and resource complementarity strategy of "going out and coming in", more and more Chinese enterprises are joining in with foreign enterprises. This is the biggest pformation of our domestic enterprises from China to Chinese brands. It is foreseeable that in the process of internationalization and localization in the future, we will revolve around technological innovation, talent docking, capital operation, channel expansion and cultural integration. These cooperation we hope to become a quality cooperation. Quality growth is not merely a channel expansion, and the increase of capital should be based on a win-win concept.

Effective integration and sustainable development.

Development

。

The consumption pattern of the international market is developing in the direction of individuation. The retail enterprises that satisfy different consumer groups are making innovations. Therefore, the simple acquisition of some brands we pursue is not the end, but the integration of resources to the greatest extent.

On the one hand, the development of independent brands should follow the law of development and learn from foreign experience on the one hand.

We should explore the innovation of cooperation mode. Besides mergers and acquisitions, we can also do some exploration in cooperative operation and so on.

The fourth aspect is to analyze the internationalization of Chinese brands, pointing out the four main directions of China's brand internationalization.

Through in-depth study of the development of foreign brands, we discussed the regional economy with Chinese characteristics, and the achievements made in Humen town during the past thirty years of reform and opening up.

international

Only by establishing brand clusters, establishing regional brands, cultivating brand ecology, and building international brands of Humen step by step according to the development rules of international brands, can the regional brand of Humen be realized after forming such a brand cluster.

It is concluded that regional brand should be the conclusion of clustered brand.

At present, the four driving forces of China's clothing brand internationalization are as follows: 1, the driving force of market demand.

At present, China's brands such as Lining, Anta, and power fighter are developing faster but still relatively small.

In terms of quality, innovation, rapid response and social responsibility, we have a lack of four elements of brand. In order to adapt to the rapid development of market demand, we need to set up an industry service platform for the four elements, China Textile Industry Federation, strengthen the research and formulation of industry standards, and implement the issuance of testing network, and convene a series of meetings. However, the driving force of market demand still needs to be strengthened.

2, brand competitiveness, our brand competitiveness is still not strong.

In a sense, Chinese people are more interested in international brands.

Chinese rarely want to be able to match their counterparts in China.

brand

。

We lingered in the cruel competition such as low price and low price, and did not further enhance the innovation design.

The driving force of competition is insufficient.

3, the driving force of global economic integration.

China is no longer a brand problem. China's future industrial upgrading must be brand.

Therefore, under this trend, global economic integration, win-win cooperation, and brand management, China is the most powerful source of the driving force of brand development as China's second largest economic power.

4, the driving force of capital, the continued depreciation of the US dollar, the continued appreciation of the RMB, and some agreements of TPD, China has become a rising power in the world. China's enterprises are increasingly moving towards the world, participating in international competition and buying foreign brands. This is an irresistible trend of development.

We accept international brands to enter China, and we must encourage Chinese brands to become international. This is also a part of safeguarding national sovereignty and interests.

Five major obstacles to brand internationalization: 1.

quality

And the resistance to innovation.

China's real input in quality, quality and innovation is still very inadequate. Many enterprises have the luck to copy things from others to find shortcuts. In fact, they will not work in the future. If our future clothing brand enterprises do not overcome this resistance, it will be difficult for us to compete with world-class brands.

2, cultural resistance.

China has five thousand years of splendid culture, but is the Chinese nation's great culture and virtue accepted by the whole world? Is China's brand rich in cultural connotations accepted by foreign consumers?

Challenge

。

It is easy for Chinese consumers to accept new things from outside. But foreign people are proud of using China's textiles and brands. In the early days of reform and opening up, we were familiar with many famous and famous people in the age of planned economy.

brand

For example, Forever brand bicycles, Shanghai brand watches, sewing machines and so on have all disappeared.

So where are our Chinese brands? Who are we going to learn from? Therefore, China's culture, history and culture are a major obstacle to our internationalization and inheritance to consumers abroad.

3, international status and influence.

After 30 years of reform and opening up, China has developed rapidly and has become a major economic power in the world.

But "China will not be bullied by brands in the future", all the problems will be condemn by the world.

Our international status has improved, but the corresponding recognition has not been promoted. This is a question that every entrepreneur should think deeply about.

4, the pace of internationalization of China's large enterprises is lagging behind.

In the past 30 years of reform and opening up, we have created many miracles, many of which are not of high educational level.

But their awareness and knowledge of company management and operation capital are relatively lacking, followed by the rich two generation, but internationalization requires the use of an international language to play a role in the international arena.

Our biggest resistance is whether these entrepreneurs can internationalize, keep pace with the times, and lead their enterprises into the international arena.

5, understanding and management of brand.

In the past, we thought that the brand is to find a number of image spokesmen, let the beautiful women wear bright costumes, let the stars take consumer goods to guide consumption, but we have cultural connotations, the connotation of the brand, the understanding of the brand, and the management of the brand.

Relative

Lags behind, resulting in no international brand.

This is a problem that our international brand is growing too slowly.

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There are four main aspects of the internationalization of local brands: first, the cultivation of local brands; we emphasize the internationalization of local brands; but whether we should first consider the localization of local brands.

First of all, we need to introduce several brands of Chinese ethnic brands that can compete with famous international brands in China.

brand

If we compete against each other, then we can not compete with them in the international market. Therefore, the internationalization of Chinese clothing brand is first of all to compete in the domestic market. We can not get rid of the international famous brands from China.

We can not call on the whole people not to buy LV, but we can build a brand like them and compete with them. This is our basic first aspect.

Two, scale and differentiation.

The so-called scale refers to a brand with a certain economic increment and a certain amount of economic capacity to be called a strong brand.

Therefore, in the grasp of differentiation and scale, we should base ourselves on the local community, first of all, look for differences with others, and then develop in personalization and differentiation.

Another is to lock in consumer groups and occupy the high-end market.

China

The high-end consumers can get differentiated psychological comfort.

Three. Quality and design.

Many advanced technologies in textile industry, very good innovative ideas and inventions have not been completely inherited into the brand of clothing.

We find that the value and potential value of many textile industries are not recognized downstream.

As a quality design and heritage launch of the tag, high-tech content passed to the downstream of the tag, and passed on to consumers.

Therefore, tag is the beautiful coat of textile fabric, and the process of inheritance of high-grade cosmetics.

Four, capital disputes.

Brand is value chain, brand is international cooperation, brand or capital support.

In the final analysis, brand economy is the competition of value chain, and also the competition of supply chain.

capital

。

I believe that in the next 30 years, China's central government will take various measures to vigorously support the development of Chinese brands. The China Textile Industry Federation has also set up a brand leading group to study and formulate policies that the government supports the fashion brands to go out and support the growth and development of Chinese brands.

The fifth aspect is how to avoid risks in the process of Sino foreign brand cooperation.

Sino foreign cooperation is necessary, and avoiding risks is necessary in the process of cooperation.

The most important thing in risk aversion is to change thinking.

In Chinese enterprises, the pformation of traditional thinking is rather difficult. It should be carried out from two aspects: the international market and the domestic market.

The domestic market is mainly divided into two parts, one is brand management, the other is our brand design cooperation.

In the past, what we call brand management in our country means brand management.

And brand franchising has not been doing well in China.

In the case of international brand franchising,

Draw

Lessons, rational choices, and long term

cooperation

Careful deployment and self protection.

Second, in the cooperation of brand design in the domestic market, we must learn to introduce international brands, international talents, and learn to integrate international resources.

The introduction of international talents should consider what you want, what international designers can do, and what our own team can do.

In particular, what international talent can do, in fact, care about what he can not do.

Therefore, in our cooperation with foreign countries, more cooperation should be oriented towards cooperation in soft power rather than cooperation in hard power.

We need to learn from abroad, respecting knowledge, respecting wisdom and respecting soft power.

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Transformation of thinking: from passive operation to business turn

active

The most important thing to do is to set up your own product mix, that is, you need to build your own design team and make your own product.

The second is that if you have your product mix, or even use your own brand, if you go to the international market, Sino foreign cooperation can build the brand of Chinese enterprises, and the advantages of Chinese enterprises, and go to the international market at a higher level, so that they can reach their international market.

Besides

risk

Evasion must cooperate with professional institutions.

mechanism

They know not only foreign languages but also foreign cultures.

Professional institutions can complete pre preparation and investigation, coordination and communication in the matter, adjustment and consultation afterwards.

The need for specialized institutions, specialized advisory bodies, specialized legal institutions and specialized investigative bodies all need cooperation in this area.

Therefore, the use of specialized institutions is an important issue in international cooperation and should be effectively utilized.

This is an important point in risk aversion.

In the future, competition in the clothing market is mainly characterized by competition, product development and brand marketing are the key, and we still lack enough experience to learn from international forces.

Whether in the domestic market or in the foreign market, we should put ourselves on the initiative position and break through the thinking. We should learn from Party B's thinking to become Party A's thinking.

The focus of Sino foreign cooperation is software.

respect

Knowledge, respect for wisdom, and respect for talents.

In view of the current situation of most Chinese enterprises, it is an important risk aversion to employ specialized consultants.

(please indicate the source and author, copyright, welcome to reprint).