Domestic Clothing Brand Value Is Not Fully Released.

The brand trading center of Shanghai is located in a quiet little courtyard with the old Shanghai flavor in Huaihai middle road. Compared with the prosperous commercial district beside it, there is a feeling that the world is like a stranger in the world. transaction Su Qiang, President of the center, conducted an interview. He introduced that in the early days of the establishment, the Shanghai brand trading center took the clothing and textile industry as an important business breakthrough point and carried out work around the 4 main lines.

First of all, it is aimed at some clothing listed companies. Su Qiang said that before 2003, many textile and garment enterprises went public, but there was a common phenomenon at that time, that is, the group set up a subsidiary company under the following, and injected the production assets into the stock subsidiary companies, which often did not consider the value of the intangible assets of the brand. Later, with the reform of non tradable shares, the group or brand brothers began to collect the royalties for the listed companies. There was the problem of valuation and intangible assets income in the middle. In view of the lack of the third party authoritative brand asset valuation platform in the market, the first product line after the establishment of the Shanghai brand transaction center was the brand authorization of the listed companies.

The second is to realize the revitalization of the old brand. "Many of the domestic apparel industry has a good reputation. Word of mouth But the brand value is not fully released due to poor management or other reasons. Su Qiang told reporters, "Shanghai brand trading center's second product line is to build bridges, so that social capital and these old brands docking, so as to achieve the revitalization of old brands."

The third is aimed at cutting-edge designers and clothing brands. Su Qiang said that the concept of the traditional clothing industry in China is mainly factories and equipment, but now many of the trend companies' competitiveness is in brand, wisdom and creativity. These companies are generally light asset operation. Therefore, another work of Shanghai brand trading center is to create a platform for the latter to achieve docking with PE and VC.

The last is to help domestic enterprises introduce the international market. brand 。 Su Qiang said that at present, many domestic textile and textile enterprises are doing foundry work, with small profits and urgent demand for high-end development of value chains, but they are also suffering from huge cost and time consuming. Correspondingly, in the international market, such as Italy and France, there are also some two or three line brands with long history. They are gradually reduced to empty shells due to lack of local manufacturing links. "How to introduce international brands into domestic entities is the fourth product line of Shanghai brand trading center." He said.

Asked whether Shanghai's brand trading centers are being affected by the current rectification of various trading venues, Su Qiang said, "the Shanghai brand trading center is based on the Shanghai cultural property exchange, and the product design is property right, not affected by the policy."