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Cao Tingrui: The Development Of Independent Brands Has Become A Consensus.

2012/1/2 18:15:00 136

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On the 31 day, "Ming Dao excellent art dialogue on the internationalization of Chinese clothing brand" was held in Beijing. The Institute of industrial economics of the China clothing association organized the event as the organizer, and Cao Tingrui, director of the consumer goods division of the Ministry of industry and information technology, will attend the event.

speak

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The following is a written record:

Good afternoon, distinguished President Chen Dapeng, distinguished guests and friends in the press.

Today, the Institute of industrial economics of China Garment Association and NetEase jointly organize the dialogue on the internationalization of China's clothing brand, providing a good communication and interaction for the industry.

platform

To jointly explore the very important topic of internationalization of China's clothing brand, so that the enterprises that are committed to realizing the internationalization of Chinese clothing brands will have a clear understanding of the direction and the way to identify them. It is of great significance to the development of the industry and brand building. Here, I congratulate the Department of consumer goods industry and the Ministry of information technology on the activities.

In 1994, the production and export of clothing in China has ranked the first in the world. In the 17 years since then, the status of China's garment manufacturing and export has been continuously consolidated, and it can be said to be an unshaken position. Since then, Chinese garment enterprises have begun to explore the brand road, and have made great progress, and a large number of well-known clothing brands and excellent products have emerged.

enterprise

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But if we take

View

From the perspective of the development of China's clothing industry, we will clearly see that our textile and garment industry has certain international comparative advantages in the field of production and processing. However, in the various links of R & D, design and sales, the gap is still relatively large compared with the international advanced level, so far there has not yet formed a Chinese clothing brand with international influence.

The profit distribution structure recognized in the international value chain is: Design accounts for 40%, marketing accounts for 50%, production accounts for only 10%, and China's textile and apparel industry is still at the low end of the value chain. In general, it should be like this, mainly depending on the smallest profit in the processing and production part.

ability

More than enough, the lack of ability to create brand value is very conspicuous.

The Seventeenth National Congress of the Communist Party of China put forward that "accelerating the cultivation of our pnational enterprises and internationally famous brands" and speeding up the construction of our own brands have become a very important strategy in the economic construction in the new era. After the establishment of the Ministry of industry and information technology, according to the instructions of the State Council leaders, the ministries of the joint development and Reform Commission, the Ministry of finance, the Ministry of Commerce, the General Administration of quality supervision and quarantine, the General Administration of industry and commerce, the people's Bank of China jointly issued the "guiding opinions on accelerating the construction of the independent brand of clothing home textiles".

Opinion

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We are also pleased to see that the development of independent brands has already formed a consensus in the whole society. Especially, the enthusiasm and enthusiasm of the clothing enterprises to create their own brands are very high. The internationalization of our domestic clothing market is also getting higher and higher, and a large number of international brands have entered.

The process of internationalization of China's clothing brand is accelerating.

market

With the further development of production cooperation, product cooperation, design cooperation, marketing cooperation, brand acquisition, capital cooperation and so on, international enterprises are also emerging. This makes the whole industry showing clearer international characteristics. These are the good foundation and impetus for speeding up the international process of clothing brand.

In the first year of 12th Five-Year this year, the next ten years will be the key to achieving a strong textile nation.

period

Our ministry has released the "12th Five-Year" development plan of the textile industry. It has made clear the importance of strengthening the construction of independent brands, promoting the internationalization of clothing brands, enhancing the status of China's garment industry in the international division of labor and the right to speak in international trade.

In view of the internationalization of China's clothing brand, I would like to mention three points for your reference.

First, we must adhere to the doctrine of "bringing in".

At this stage, the gap between Chinese fashion brands and international brands can be said to be omni-directional.

In the face of international brands with huge advantages, we must adhere to the "bringing doctrine", boldly absorb, learn and use for us. We must strive for survival and development in the fierce competition, and we can attack the jade with other hills and stones. Our neighbors, Japan and South Korea, because they are good at "taking the doctrine", can achieve the economic take-off from the zero starting situation. China's clothing industry should also have an open mind and learn from the advanced experience of foreign counterparts.

Study

In the innovation, in the reference beyond.

Second, we must persist in independent innovation.

The fashion industry is faced with a consumer market that pursues individuality and changes rapidly. If we want to take advantage of such a market, we must change with the market and even change ahead of the market, guide the market and guide consumption. We should use flexible and innovative thinking to foster a strong quick response capability and form a large number of China's "light cavalry".

Transcend

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Third, in order to adhere to the domestic market, in the context of economic globalization, the Chinese market is an important part of the international market, which is the most familiar local market for Chinese enterprises. In the local market, domestic enterprises are more aware of the legal system, market environment, cultural history, cultural background, and consumption habits.

For an enterprise aiming to create an international enterprise, we should seize the great opportunities of expanding domestic demand strategy, accumulate experience and strength, consolidate the foundation and conditions of brand internationalization, and actively and steadily choose the internationalization of our own characteristics.

Development

Road.

The internationalization of clothing brand is not simply "going out" and "coming in". We have already achieved the internationalization of products. Just now, President Chen also said that China's reform and opening up has been more than 30 years of development. Our clothing trade has accounted for 1/3 of the global garment trade. We can say that we have already realized the whole world of clothing and exported a large number of products, and the internationalization of this product has already been realized. At present, some enterprises are going abroad to internationalize production and design links, so I think that part of enterprises are walking on the road of internationalization, but more importantly, let's show us.

Culture

It will be a relatively long process to realize the internationalization of clothing brand with value, from product to enterprise internationalization, and to the internationalization of brand.

Accumulation

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Today, many experts, scholars and entrepreneurs will share the experience and wisdom with the internationalization of clothing brand, which will provide beneficial help for the internationalization of China's garment industry.

Finally, I would like to wish the "dialogue on the internationalization of Chinese clothing brand" a complete success and wish you a happy New Year! Thank you!