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The Greatest Value Of A Brand Is To Drive The Growth Of An Industry.

2012/4/2 13:17:00 11

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Brand Value Industry Growth

China Federation of textile industry

Honorary chairman Du Yuzhou talking about the development of Chinese clothing brand

"Fast fashion with economies of scale and thinking is definitely not acceptable.

Clothing brand

Entrepreneurs must calm down their thinking and define their own position.

Fast fashion is not easy to learn.

-- Du Yuzhou

In 2012,

China International Clothing and Accessories Fair

(CHIC) 20 years of age.

At the same time, the Chinese clothing brand annual award has gone through 8 years.

With a wave of fingers, the Chinese clothing brand has gradually matured under the impetus of this "meeting" and "one prizes".

As the "witness" of the growth of China's clothing brand, Du Yuzhou, honorary president of China Textile Industry Federation, recently accepted an exclusive interview with our reporter, and made comments on the development of China's clothing brand and related issues.

"CHIC20 is also the 20 year of the change of Chinese clothing brand. Chinese clothing brand has entered the" advanced stage "of selling culture from the initial stage of selling products.

In the past 20 years, CHIC has declared the rise of China's clothing brand with her prosperity and prosperity.

In the early 90s of last century, CHIC was born like a newborn baby. At that time, because the concept of brand in China was still vague, the main function of CHIC in the early stage was to promote the products of enterprises.

However, as China's garment industry is becoming more mature, CHIC has become an important platform for displaying clothing brands, and all brands stand out from the stage of CHIC.

Du Yuzhou believes that CHIC reflects a change in the domestic clothing brand, that is, Chinese consumers have entered the stage of aestheticization of daily life.

"In this sense, Chinese consumption needs brand, because brand is a reflection of life style, a symbol of quality, taste and culture, and can guide people's consumption orientation.

Because the society is advocating multiculturalism, the development of clothing brands should also meet the needs of cultural diversity.

However, with the gradual maturity of the domestic garment industry, the development goals of more enterprises have shifted from pure pursuit of quantity and scale to brand building.

"This pformation is the ideological basis for developing brands.

Brand building is an important symbol of the upgrading of garment industry.

Du Yuzhou said.

Nowadays, it is no exaggeration to describe the development of a large number of garment enterprises in China with "vigor and vitality".

These enterprises and domestic clothing brands constitute a strong foundation for the development of the garment industry, and at the same time build up the value system of the current brand.

Their synchronized development is driving the domestic garment industry from big to strong.

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"China's consumption needs brand, clothing development can not do without market demand, enterprise development should not blindly expand, the key is to be stronger and bigger."

In Du Yuzhou's view, demand is the first element of clothing development.

"From the current situation, Chinese consumers have considerable demand for clothing, including the influx of foreign brands into China, reflecting the demand for brands in China.

However, the current consumers are very picky, which increases the difficulty for enterprises to build brands.

Changes in people's tastes and cultural values affect their demand for brand value.

Once the enterprise can not grasp the real demand of consumers, it will be eliminated if it remains unchanged.

From this perspective, the higher the brand value, the greater the risk of brand. "

With the entry of international fast fashion brands, some garment enterprises in China have begun to follow suit.

But these enterprises ignore the fact that the fast fashion of foreign brands is their core competitiveness.

The rapid response of these brands is irreplaceable.

Then, looking back at some clothing brands in China, "they will not be able to learn fast fashion by using economies of scale and thinking.

Clothing brand entrepreneurs must be calm thinking, clear their positioning.

Fast fashion is not easy to learn.

In addition, in the process of development, enterprises should not blindly seek big and pursue the expansion of scale.

"Now some clothing enterprises are eager to go public. In fact, if companies do not need money, they can not go public. The key is to do something bigger and stronger."

Du Yuzhou reminded.

The "China clothing brand annual award" is a typical representative of the brand produced by the market mechanism; the "China clothing brand annual award" has witnessed the development of the domestic clothing brand.

So far, the "China clothing brand annual award" has entered its eighth year.

In the first 7 sessions, a total of 112 brand enterprises were nominated for awards, and finally 44 brands won the awards.

According to the 2011 standards, the number of the 112 enterprises that are nominated for nomination awards is 1% of the 10400 Enterprises above the whole scale. The comprehensive value of the single garment is 2.77 times the average unit price of the industry; the sales account for 20% of the regulated enterprises; the output of each enterprise is 4.35 times the average output of the whole industry (editor's note: the average output of each enterprise is 2 million 270 thousand, and the 112 enterprises average 9 million 900 thousand each);

It can be seen that the clothing industry brand value has been greatly improved, and no longer rely on quantity to win.

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The award of "China clothing brand annual award" is neither brand selection nor grant by the government, but in accordance with the voluntary principle of the enterprise. According to the results of the market investigation and the supervision of the international accounting firms, the "grand prize" is a typical representative of the brand produced by the market mechanism, and the evaluation content of the "grand prize" is also classified according to the complete value system of the brand.

"The biggest value of a brand is that it can drive the development of an industry. Large enterprises create brands, and a large number of supporting services find their own value in the brand value chain."

Through the "big prize" and CHIC, we can observe the development form of Chinese clothing brand, that is, the internationalization of the market, the integration of resources and internationalization, and their international brand "I have you, you have me".

In fact, the biggest value of a brand is to drive the development of an industry. Small businesses that create big brands and a large number of supporting services find their value in the brand value chain.

"Now, some large garment enterprises in China have three hundred or four hundred small and medium-sized supporting enterprises.

This is a new development trend of the garment industry. "

Du Yuzhou said.

Du Yuzhou told reporters at the same time that at present, the industrial structure is being formed, and the environment formed is from the economic perspective that the national industrial chain is forming.

"In the past, on the pnational industrial chain, China was at the stage of foundry, and it was low-end supply.

It is almost impossible for China to make its own brand in this industry chain, because the final market has been occupied by the international brand owners.

But this is not what it used to be.

At present, the rapid development of China's economy and the gradual increase of domestic demand bring a good opportunity for China's garment industry to develop.

From the perspective of building domestic demand, the apparel industry enters the brand competition through domestic industry matching, and gradually moves towards the international market. It is a better choice to develop the national industrial chain to develop the pnational industrial chain.

Du Yuzhou believes that there are two ways to realize the pnational chain of Chinese capital, that is, primitive accumulation and merger and reorganization. The latter is the best way advocated by the industry.

"Because the most important way to upgrade the industry is annexation and reorganization."

Perhaps, some people think that the global economic downturn is not necessarily the best opportunity for the development of Chinese clothing brands.

Du Yuzhou believes that the opposite is true. At that time, some international brands were in trouble because of some reasons, but they provided opportunities for Chinese brands to enter the international arena. This is a great opportunity for Chinese brands to absorb and integrate international resources and make full use of favorable conditions.

This also shows that regardless of the external environment is good or bad, create the inevitability of "openness", innovation will also open to the outside world.

"This makes the development of the brand must be more win, like hundreds of small and medium-sized enterprises supporting large enterprises is the image of win win.

China's brand market should be built jointly by large and medium-sized enterprises to jointly promote the market to mature and strong.