Thinking About China's Clothing Industry; &Nbsp; -&Nbsp; Brand &Nbsp; Processing

　　　　 Chinese clothing industry In the international competition, it is a competitive industry and may become an economic table tennis, but it has not yet reached this level. Therefore, it is necessary to think about China's clothing industry from a strategic perspective.

　 Four characteristics of the clothing industry

The current situation of China's clothing and textile industry can be summarized as four characteristics:

　　 1. big but not strong.

"Big" means large quantity. The total production of Chinese clothing and textiles is the absolute advantage in the world. China has more than 10 million tons of fiber processing, accounting for 1/4 of the world.

China's clothing, cotton textile, wool textile, silk and chemical fiber production capacity ranks first in the world.

China Clothing textiles The export volume ranks first in the world. In 2000, China's textile and clothing exports totaled 52 billion 80 million US dollars, accounting for 13% of the world's textile and clothing trade.

"Not strong" means the overall level is not high. Mainly in the product structure, the proportion of the middle and low grade products is significant, and the proportion of high value-added products is small. The export price of Chinese products is only 1/4 of France and Italy. The clothing import figures released by the US in 2001 indicated that the clothing from Europe was 12.37 US dollars per square meter, and that from Japan was US $6.33 / square meter, and that from China was US $4.72 per square meter, and the world average was 3.51 US dollars / square meter.

　　 2. real but not name.

The name and reality are not "symmetrical". They fully show that China is a "big manufacturing country" in clothing and textiles, and at the same time, it is a "brand small country" contradiction. The lack of well-known brands is a big weakness. The concentration of brands in the domestic market is not enough, and the world famous brands are lacking. Although the final products of China's exports have accounted for 2/3, intermediate products and primary products are reduced to 30%, but processing trade accounts for 50% of the final products, most of which are processed to foreign brands.

　 3. do not follow.

The design ability of clothing is relatively weak, textile fabrics are short of new varieties, and have no ability to lead fashion and trend. Market competition relies too much on the advantage of low labor cost. Some institutions score 2.4 countries, 4.6 in Japan, 4.5 in Taiwan, 4.3 in Korea, 4.3 in the United States, 2.8 in Thailand and Indonesia.

　　 4., wide and not together.

China's clothing and textile industry, especially the clothing industry, has a large number of enterprises, but the scale is generally small. Take the scale of polyester enterprises as an example, Western Europe is 3.5 times that of China, the United States is 12 times, Japan is 13 times, Korea is 30 times, and Taiwan is 35 times. More importantly, the organization of the industry is low, business management level is low, transaction costs are high, internal consumption is large, and no good corporate ecology has been formed.

　　 Two, international competition trend forecast

With China's accession to the WTO, with the gradual abolition of the share of textile foreign trade, China's garment and textile industry, on the whole, has advantages and disadvantages, and has provided a better prospect for Chinese enterprises to participate in international competition. According to the relevant agencies, the export volume of China's clothing and textiles to the United States could increase by $12 billion every year due to the cancellation of share.

Favourable conditions should of course be seized and utilized. But we can not fail to see that the problem is not so simple and the situation is constantly changing.

1, at present, the developed countries have made great efforts to transform the garment and textile industry with the help of technology, capital, culture and traditional market. They have not only consolidated their original status, but also continued to widen their gap in terms of level and developing countries. They are competitive means with high technology, high added value and fashion. One is to take the "high-grade, high price" road, like Italy's woolen fabrics. One is to take the road of "high technology and low price", like South Korea's chemical fiber products.

2, the protection policy of the free trade area is playing an increasingly important role. This has created a powerful barrier to the countries outside the trade zone, especially to China. At present, the trade volume in the North American trade area has accounted for 38% of its total trade volume, and the intra regional trade volume of the EU has reached 52% of its total trade volume. In 2001, Mexico exported more than 1.35 times its square meters to the United States, and the price was 54% lower than that in China. The North American trade zone is expanding recently.

3, other developing countries, especially China's neighboring countries, are facing fierce competition with China. Their labor cost is lower than that of China, and the product structure is roughly the same as ours. At present, some rough machining products are more competitive than ours.

The continuous development of China's clothing and textiles has met many challenges. The advantages of low labor cost and low price have not been able to play the role as big as before. To the high-grade development, they have encountered the "blocking" of the developed countries. On the market segmentation, various trade areas have restricted the development of our advantages.

　　 Three, strategic points of industry development

The general strategic thinking can be established according to the four characteristics mentioned above.

　　 1., adjust the product mix to achieve greater competitiveness.

"Bao Da" is the amount of protection, quantity should not shrink, should also continue to develop. Giving up the requirement of quantity also gives up the advantage of reality. "Competition" is the focus on structural adjustment, striving for new breakthroughs in high-grade products, accounting for a larger proportion.

　 2. creation World Brand To achieve the same name.

It does not exclude the processing of foreign brands, or the use of foreign well-known brands. But it must be clear that China's clothing and textile industry is really strong and must have its own brand names. Their famous brand can only be created by themselves, and we must emancipate our minds and make persistent and arduous efforts.

With the help of brands, intangible assets with unlimited vitality can be formed and play a huge role in market competition.

　　 3., give full play to cultural advantages and achieve integration with the guide. 。

The clothing and textile industry is a highly traditional and innovative industry. Design innovation, style refurbishment, fashion leading, trend driven, become the soul of a country's clothing and textile industry.

In terms of design and fashion, China's clothing industry still can not speak of innovation and guidance. In the face of this situation, it is more realistic to propose "integration with the leader".

"Heel" is for sale, only to keep up with it, it can be sold. It is difficult to keep up with the international trend to open up the international market. "Heel" is also for "learning", gradually learning from others' good things and true skills in the process of following up, and cultivating a group of talents who have been recognized internationally. "At the same time" is also aimed at "guiding" to better guide the development of China's industry.

Besides, China's clothing industry should also strive to lead fashion. At the beginning, it is not a good idea to lead the trend and lead a local trend. To explore our traditional culture may be a shortcut. During the APEC informal summit in Shanghai, the Tang costume became fashionable for a time because the heads of state dressed in Tang costumes. This is an important revelation.

　　 4., play a gathering effect and achieve key breakthroughs.

Since the current situation of China's garment industry is "wide and not gathering", we must find ways to bring the industry's agglomeration effect into play and take the lead in breaking through the advantages of the garment industry. This is the key to the implementation of the strategy.

The strategy of China's clothing industry can be summarized as "four breakthroughs": breakthroughs in product grades, breakthroughs in self brands, breakthroughs in fashion, and breakthroughs in areas.

　 Four, real and not name is the focus of contradiction.

In the implementation of the strategy, the focus is "manufacturing power" and " brand The contradiction between small states. That is to say, in the four characteristics, "real but not name" is the core issue. This is the concentrated expression of various contradictions formed by the "small scale, low level and short history" of clothing enterprises in China. There are several points to be noted in how to solve this problem.

　　 1. vigorously cultivate the brand of leading enterprises.

We must emancipate our minds and dare to march towards world famous brands. Recently, in the "2002 China Famous Brand Forum" held in Beijing, 16 enterprises with international competitiveness recommended by the society have a Bosideng group. Not only has it sold well for seven years in a row, it has also entered the international market vigorously, and exported 17 million 520 thousand US dollars in 2001.

　　 2., build good corporate ecology around famous brands. 。

Small and medium-sized enterprises can become the resistance of big enterprises to create famous brands, and they can also become the power to create famous brands. The key is to coordinate the interests of each other and form a good enterprise ecosystem. Large enterprises do not aim at eliminating small businesses, but are united in developing small businesses. Small businesses should realize that brands are social resources, and that creators, owners and users are not the same.

In order to maintain their independence, we can refer to Wuliangye's experience and implement brand alliance.

　　 3. SMEs can jointly create brand names.

Shanghai's "Heng Yuan Xiang" is a successful experience.

　 4., improve the mechanism, explore talents, and encourage the development of brand operators. 。

Internationally, the experience of "Nike" and "Pierre Cardan" deserves our attention. Why can't there be any enterprises or talents who specializes in brand in China? In the past, "foreign trade brand" should not be negated. The key is to be transformed and improved.

We should also encourage the industrialization of design and form the brand series of designers.

　　 5. encourage the development of public brand in the industry.

China's Leather Industry Association's "leather logo" and "genuine leather logo" are quite successful, and their experience is worth summarizing and promoting.

6., encourage regional and regional brand development.

Schools are also brands. In the past, there were so-called "Shanghai style clothing" and "cold school clothing" and so on. Now Wenzhou can form "Optima costumes". There are also some distribution centers, clothing trade centers, and also can form brands, such as "Haicheng", "Hanzheng Street" and so on.

　　 7. create and develop state-level public brands.

Now is a good start. The "China famous brand product", which is evaluated annually by the China Brand Strategy Promotion Committee, can play such a role.

In the past, such assessment was often regarded as a reward, but it should become a public brand. The role of this public brand is like "civil aviation". Only a few large brand-name enterprises can enter their own brands (equivalent to special machines). international market Most enterprises rely on public brands (equivalent to civil aircraft) to enter the international market.

　　 8. encourage the development of cultural brands. 。

The Tang costume gives us inspiration, and it has great potential to explore the tradition. According to experts, China's clothing culture has a history of seven thousand years (not 5000 years). This extremely abundant resource is far from being utilized.

　 9. make use of foreign brands.

Foreign brands can be borrowed. By processing foreign brands, we learn knowledge and experience. You can also develop your brand by grafting, and powerful enterprises can also buy foreign brands for their own use.

　　 Five, "special" is the key.

In implementing the famous brand strategy, we should solve the problem of "real but not naming". People feel that the most acute and common contradiction is the contradiction between "big" and "small".

How to solve this contradiction? The key point lies in the word "special".

Emphasizing "special" instead of emphasizing "quantity" conforms to the characteristics of clothing products. Under the conditions of market segmentation, those who make the characteristics will have a better foothold in the market. Everyone knows that product positioning is the key to compete for the market. But many people do not really work at this point.

For the purpose of characteristics, enterprises are characterized by competition, and as far as possible to reduce the same competition, so that each enterprise can play its own "irreplaceable", and reduce the pursuit of "alternative sex", so that it is possible to reduce the cost or cost of market competition.

Characteristic competition is the foundation of establishing a good enterprise ecosystem. The degree of organization of an industry and the maturity of an industry depend largely on the relationship between enterprises in this industry. If there is a relationship with its own characteristics and its own advantages, then the industry is mature, otherwise it will be immature.

Characteristics are also the easiest way to become famous. A comprehensive view has been made. famous brand Almost all of them start with their characteristics.

　　 Six, grasping the agglomeration effect is the breakthrough point.

The strategic thinking is clear, how to operate and grasp the agglomeration effect.

Hebei's Baigou is a gathering effect. Lixian County is a gathering effect, and the so-called "big stalls" exist everywhere. The agglomeration effect can be produced by gathering many main bodies together to form a multi-agent agglomeration rather than a single main body expansion.

1., give full play to the advantages of small and medium-sized enterprises in China.

2. develop their own characteristics and learn from each other in close comparison and competition.

3., form a virtuous cycle of microcosmic and mesoscopic.

4., based on small and medium-sized enterprises, create momentum and form brand names.

The conditions for bringing together the effect are:

1. what kind of gathering point should be formed to take care of history and reality and consider the future? In a word, we should consider the core competitiveness.

2. do not repeat construction at various condensing points.

3., integrate various brands.

4. government and industry associations play a different role.