Spinning And Weaving Enterprises Will Enter The Era Of Brand Competition.

Recently, the author was in Jiangsu and Zhejiang provinces. Spin Clothing industry survey found that, as in 2008, the industry suffered a large depression, mainly due to the lack of enterprise orders, high cost, inventory backlog, tight funds and so on. But it needs to be pointed out that the textile and garment industry has the characteristics of large consumption and continuous demand, so every adjustment will tend to usher in greater development. With the continuous upgrading of consumption, the textile and garment enterprises will enter the era of brand competition in the future. This article will focus on the current textile industry. clothing The trend of industry branding is discussed.

China is a major producer, consumer and import and export country of the world's clothing. However, unlike other industries with international competitive advantages, it is difficult to produce excellent enterprises. With the development of branding, the domestic garment industry has gradually bred a number of excellent enterprises.

　　 brand Competition is diversified. pattern

Xu Gangfeng, director of China apparel network, shows that the development of China's clothing brands is characterized by clustering, whole category, multi brand and internationalization. First, there are several regional industrial clusters, such as Shenzhen women's wear, Ningbo men's wear, Shantou underwear, Junan cowboy, Haining leather and so on, which has strong upstream and downstream matching capabilities to form a synergy for the brand development; secondly, the formation of a number of high-profile clothing brands, such as YOUNGOR [9.57-1.34% shares, research report, Zhuang Ji, adoration, three guns, red yellow and blue, and so on, have strong market competitiveness; again, many brands extend their brands on the basis of the original single category, and develop to the whole category, such as red beans extending from men's clothing to home textiles and household clothes, Lassa extends from the stocking industry to underwear, and Anta extends from sports to children's wear. On the development of multi brands, some brands have launched brands for the market segments according to their customers. For example, Metersbonwe launched ME&CITY brand, while Taiping bird owns many such as the castle, Pagani, Lok Ting, magic fashion and so on. brand 。 In addition, in terms of international development, domestic brands are also vivid, such as Bosideng [2.30-8.00%], who set foot in the European market and set up shop in the UK, and the men's clothing in Milan fashion week.

Xu Gangfeng believes that there will be three major trends in the development of China's clothing brands in the future. First, brand upgrading and image upgrading. Since 2010, the trend of garment consumption upgrading has been obvious. Consumers are more interested in high-end shopping malls and flagship stores, and the demand for high-end clothing has increased rapidly. In terms of clothing brand, a new round of brand upgrading has also started, focusing on fashion and high quality, and promoting brand culture, from product competition to cultural competition. Two is the channel mode from joining the main to direct business oriented. Brand affiliate is the mainstream mode of clothing brand channel at present. This mode can establish a relatively perfect channel network through franchisees in the short term, and get a wide range of applications of many small and medium-sized clothing brands. However, there are some disadvantages such as poor terminal control and ununiform image. At present, a number of first-line brands have begun to set foot in the direct camp, reduce the proportion of franchised stores, increase the proportion of direct outlets, strengthen the management of terminals, and provide customers with high quality customer service. In the future, more and more brands will choose to operate directly. Three, e-commerce promotes brand development. Since 2007, apparel online retailing has achieved explosive growth, and clothing has become the largest category of online retailing. E-commerce has also achieved a number of network brands, such as fans, green boxes, etc. Traditional brands also integrate channels, vigorously expand online retail, and promote brand innovation and upgrading.

However, the market competition will also become increasingly fierce. According to the statistics of China clothing brand research center, there are more than 10 thousand garment brands in China, with low market concentration, and constantly emerging brands. International brands are also accelerating the layout of the domestic market, and various factors have led to increasingly fierce competition in the market. At the same time, the channel cost of the domestic market, Marketing The cost and so on also rise, the clothing brand will face more and more intense competition situation.

Multi party mining brand value

Brand strategy is a major trend in the development of the domestic garment industry, and the huge potential business opportunities are being explored by all parties in the market.

The first brand trading center in Shanghai, which will be officially operated this month, will be the first choice for the garment industry as a breakthrough. It is reported that the Shanghai brand trading center is jointly sponsored by the Ministry of industry and small business development promotion center, the Shanghai cultural property exchange, the Chinese SME brand building (Shanghai) demonstration base, and the Chinese Property Rights Research Institute of Peking University and the PE Market Development Research Institute, mainly to provide services such as brand value assessment, brand intellectual property protection, brand trading, transfer and cooperation.

In Shanghai, there is also a business association with brand Trading Center - Mingshi street fashion creative park. It is reported that the two sides are working together to build the domestic apparel brand industry chain. Mingshi street fashion and creative park is located on Shanghai road. Its predecessor is Shanghai printing and dyeing knitting factory. In the park, I saw the combination of various artistic creative elements and textile and clothing, which is quite the sense of Beijing 798 Art District.

Xu Jing, executive director of Mingshi street, Shanghai, said that the entire park is not simply a venue for rental services. The park is selective for enterprises to enter, including the packaging of clothing brand, media promotion, store design, image planning, celebrity endorsement, fashion designer, new product launch and so on. In addition, the research institutes that introduce the world's fashion trend, including Nelly Roy of France and fashion industry center of University of the Arts in London, are now building the brand headquarters base of domestic garment and textile industry. {page_break}

If garment enterprises only do processing, they will encounter development bottlenecks after 1 or 2 hundred million of output value. If there are better brands, the output value can be 5 to 1 billion. If we can further expand the brand effect on the market, the scale of output value can be bigger. Therefore, many garment enterprises attach great importance to brand building and docking with capital. Xu Jing said.

According to the briefing, the first special fund for textile and clothing brand development has been established in China. The special fund is called "Fashion Fund". It is sponsored by Mingshi street and domestic textile group, and it specializes in the medium and post stage fast growing garment brand enterprises with better profitability, development potential or brand building ability.

"Capital has entered the field of clothing brand, some from the initial stage of brand creation, the cost is relatively low, others tend to make mature brand, and the risk is small." Xu Jing said.

Brand clothing online shopping is hot.

The macroeconomic downturn has affected many industries. However, e-commerce, which is dominated by clothing sales, has gone upstream, becoming the biggest highlight in the cold winter.

After Taobao mall's "double 11" sales exceeded 3 billion 300 million yuan, the "double 12" sales promotion reached a new high of 4 billion 380 million yuan, including 1 billion yuan for women's wear, 400 million yuan for men's wear and over 30% for clothing goods.

Cao Lei, director of the China electronic [0.668.20%] business research center, told the author that domestic online shopping now accounts for GDP 3%~5%, of which clothing accounts for 25% of the total online shopping. This is mainly due to the popularity of Internet, online payment and express delivery, which has greatly promoted the development of e-commerce. In addition, clothing as a necessities of life, consumers in the four seasons have demand for purchase, turnover is fast, and the domestic garment industry has been very mature, manufacturers, distributors, distributors channels perfect, the most suitable for developing e-commerce.

Cao Lei believes that the clothing industry "touches the net" in the process, the brand and the channel is the rise two main plates. Typical products such as JACK&JONES and Han dresses are ranked first in men's and women's wear network sales respectively, while van Shin pin, Ningbo Shanshan and Metersbonwe are also developing rapidly in online brand marketing. In addition, traditional brands like ONLY also have access to the Internet.

In terms of channels and platforms, the C2C (consumer to consumer) mode of Taobao bazaar has gradually changed to the Taobao mall B2C (business to consumer) mode, providing a platform for brand building and sales for garment enterprises. In addition, there are also professional fashion fashion websites such as Xiu Xiu net and Sijiqing.

According to the survey of the China Electronic Commerce Research Center, more than 75% of the garment enterprises in China have contact with the network.

Xu Gangfeng introduced that the Internet has opened up new space for the development of domestic garment enterprises, mainly in three aspects: first, the traditional brand has expanded the retail market through the brand official website, the third party platform flagship store and the network distribution, and has achieved considerable sales results. Some brands have also launched a network brand specifically for the characteristics of online shopping, which has brought about a great change in the fashion industry operation mode; second, the transformation of the brand enterprises by the OEM enterprises has made leaps and bounds with the Internet. For example, Jiaxing wheat bag has only been built for 3 years to become a well-known Internet fashion bag brand in China. It has become the first enterprise in the field of e-commerce in China's bags and bags. Third, e-commerce has also spawned a number of clothing network brands, forming a brand new fashion brand asset management mode. These online brands, through e-commerce and online retailing, become brand names with high popularity and reputation in the short term and form scale sales. This is unimaginable for traditional brands. At present, the development of Internet brand has entered a new stage of establishing brand image, quality as king and consumer supremacy.

During the interview, the author spent 10 minutes on the Internet to buy a garment. After 3 days, the delivery was delivered to the door. There is a beautifully built brand service card in the package, which promises that the dissatisfaction can be returned free of charge, so that I feel the convenience of online shopping.

"E-commerce industry chain is very long, express delivery, distribution is only part of it. For example, for clothing, some enterprises are currently developing 3D virtual fitting rooms for consumers DIY matching, which can greatly enhance user experience. Cao Lei said.