Du Yuzhou's Suggestions On The Future Development Of China's Garment Industry

Since 2011, China Garment industry The development faces many difficulties: the international market demand is sluggish, the domestic labor force and other factors of production cost rise, raw material prices fluctuate, domestic monetary policy causes enterprise credit shortage, and inflation also inhibits consumption. However, facing the complex environment, China's clothing industry, especially the Chinese clothing brand, has shown a good viability and development potential.

2012 is China. Garment industry The implementation of the year 12th Five-Year plan is a watershed for China's clothing brand to regain its freshmen. In the ever-changing living environment, Chinese clothing brands need to be driven by marketization, speed up transformation and upgrading, and improve brand operation. Recently, the honorary chairman of the China Textile Industry Federation and President of the China clothing association Du Yuzhou pointed out that China's clothing industry has entered a period of great potential for creating brands. Enterprises should strive to create new advantages to participate in international economic cooperation and competition, build China's value chain, gradually move towards the transnational value chain, and create their own market and brand.

　　 Exhibition And awards reflect industry upgrading path

This year, CHIC will usher in the 20th anniversary birthday, which is also the golden 20 year for the development of Chinese clothing brand in the 20 years. This year, the "China clothing brand annual award" also launched the eighth annual list.

In 1993, CHIC established "guiding China". Garment industry In 1997, CHIC formally put forward the "three projects" of famous teachers, famous brands and famous enterprises, and established a direction for the development of China's clothing brand strategy. The concept of brand creation began to go deep into enterprises. In 2003, CHIC led the brand to subdivide and focused on cultural shaping. In 2008, CHIC held high the banner of "innovation" and guided the development of brand personalization; 2010, CHIC led the brand to realize cross-border cooperation.

In September 2004, in order to carry out the strategy of "vigorously promoting China's clothing brand strategy", adhering to the market inspection principle of clothing brand, fully affirming the achievements made by the brand in the year; in order to strengthen the brand awareness and intellectual property protection consciousness of Chinese garment industry and enterprises, push enterprises' work in all aspects such as design, quality, marketing, innovation and so on, and promote the all-round development of the brand; in order to further expand the social reputation and social influence of the clothing brand, the China clothing association began organizing the annual "Chinese clothing brand annual award" activity. The first "Grand Prix" was announced in March 28, 2005. In the past eight years, the "Grand Prix" has held a grand award ceremony during the CHIC exhibition. It is known as the "Oscar" ceremony in the clothing industry.

In 2012, the CHIC exhibition and the "grand prize" continue to uphold their mission and responsibilities and lead China. Clothing brand Facing the dilemma, thinking calmly, establishing confidence, pragmatic and rational grasp of the future development direction of the brand, help enterprises find the path suitable for their own development, and realize the trend from cost competition to value competition.

On this CHIC, there are more than 600 local fashion brands in China, occupying 7 square meters of exhibition area. More and more overseas brands are also looking at the Chinese market. More than 400 brands in 21 countries and regions occupy two pavilions, with an exhibition area of nearly 30 thousand square meters.

The current "Grand Prix" mentioned more than 2700 brands, 27 brands were lucky to win the nomination award, and finally presented nine awards and special awards for promotion, support, clothing, manufacturing, business and so on. Looking at the list of nominations for this award, these brands not only reflect the wind direction of the consumer market, but also reflect the overall strength of the development of China's clothing brand backbone.

　　 Du Yuzhou Encouraging clothing brands to say that China's clothing industry has a bright future, because our urbanization process is far from over, and urbanization has risen to a point. Clothing consumption has increased by at least five points. For now, the clothing industry is a few models with clear pattern, good condition and internationalization, and we need to seize the time to achieve brand internationalization.

In the past 7 years, the "grand prize" has become the platform for self inspection and interaction among many garment brands, and has become the highest honor for the recognition and pursuit of clothing brands. In the past 7 years, 44 brands have won awards, 58 brands have won nomination awards, and thousands of brands have been mentioned. Their lineup and influence are increasingly strong, which has played an important role in promoting the development of Chinese clothing brands. In particular, the popularity of original brands in the consumer, social and commercial fields has been greatly improved, which has played a positive role in promoting and enhancing their brand image. {page_break}

　　 innovate It is open and the building brand must be open.

CHIC, which has gone through 20 years, clearly reflects the development course of China's clothing industry, from selling products in the past to highlighting enterprises, and now it highlights the brand most distinctly. "Award" is always focusing on brand.

Du Yuzhou believes that the current situation of brand development is good. On the one hand, Chinese consumers need brands. The level of consumption has risen to brand evaluation and choice. They are not vanity but begin to appreciate the quality, taste and culture of the brand. Brand is a reflection of the way of life, it is a way of life to guide consumers to buy. Chinese consumers have entered the stage of aestheticization of everyday life. It is not to solve the problem of survival, but to solve the problem of aesthetic development. The large number of foreign brands entering China also reflects China's demand for brands. He said: "brand is a sign of quality and a reflection of the adaptability of multiculturalism, so consumers advocate brand. However, some brands simply ask the image spokesperson, the effect is not necessarily good. On the contrary, if there is a public cultural value, the brand will have more advantages. " Therefore, brand development is a hundred flowers bloom, and can not be a style to exclude another life. Since it is a hundred flowers bloom, that is the natural state, and the losers in the survival of the fittest are called big names.

On the other hand, the industry is also learning from experience and progress. "Creating a brand is also a way to cross the river by feeling the stones. The brand that was born in the 90s of last century, some survive, many of which are replaced by new brands. But new brands are emerging, and we can't judge the industry's advance with local success or frustration. Du Yuzhou said.

To innovate, we must open up and create difficulties. Innovation has moved from closed to open. Now it is the Internet age. The resources of innovation are very numerous, and it exists between enterprises and brands. Therefore, the current innovation pays attention to the flow of knowledge, rather than the stock of knowledge. Du Yuzhou said, "the development of the brand must be more win. It can not be closed, nor can it be closed." Large and small enterprises and brands must build a market together. This market is fair, and we all work together to maintain it, not to knock down other brands. Innovation is open, so is building brand. "

　　 Brand development is important quality First strong and then great

The international market is weak and foreign trade is blocked. The impulse of "export to domestic sales" of Chinese garment export enterprises is strengthening, which will bring a new impact on the original market structure in China. At the same time, the long weak international market is in sharp contrast to the prosperity of China's consumer market, and it also inspires the ambition of overseas brands to enter the Chinese market. In the "doorstep competition", how to set up "brand" is facing new challenges.

However, China's apparel industry has formed the most complete industrial chain system in the world. The core competitiveness of industry is changing from labor cost advantages to functional advantages, efficiency advantages and cost performance advantages. Moreover, after several industry reshuffle, the advantage resources of the industry began to concentrate on large enterprises, and the integration and innovation ability of the industrial chain was further strengthened. All of these have laid a solid foundation for industrial transformation and upgrading.

Du Yuzhou believes that the biggest value of the brand is to promote the development of the industry, big enterprises create brands, and a large number of supporting services of small businesses 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 clothing industry. At present, the industrial structure is taking shape. From the perspective of economics, the national industrial chain is emerging. "

A total of 112 brand enterprises were nominated for the nomination awards only after the first 7 "awards". Finally, 44 brands won the awards. "Grand prize" is a typical representative of the brand produced by the market mechanism, and has witnessed the development of the domestic clothing brand. According to Du Yuzhou analysis, according to the 2011 standards, the number of the 112 enterprises who nominated the nomination awards accounted for 1% of the 10400 Enterprises above the scale of the whole industry. The comprehensive value of the single garment was 2.77 times the average unit price of the industry; its sales accounted for 20% of the above scale enterprises; the output of each enterprise was 4.35 times the average output of the whole industry (112 enterprises average output was 9 million 900 thousand, the average value of the whole industry was 2 million 270 thousand); the main business income of each enterprise was 1 billion 353 million, which was 11.37 times of the average value of Enterprises above designated size. It can be seen that the value of clothing industry brand has been greatly improved, and winning by quantity has become yesterday's yellow flower. Therefore, clothing enterprises should not be blind and big. "Now some garment 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 right, be stronger and bigger." {page_break}

In the future, deciding the fate of an enterprise is not the cost and scale in the traditional sense, but whether the enterprise has gained the value of technological innovation and the value of its own brand on the basis of the innovation system. In the new era, the whole industry must establish a new concept of industrial development and brand, realize the leap from scale effect to value growth, and realize the fundamental transformation of comparative advantage. The whole industry urgently needs to settle down, return to the essence of the brand to explore the direction problems, and re-examine the four in one brand value system of "quality, innovation, rapid response and social responsibility".

Of course, on the road of transformation and upgrading, we need not only a large number of large enterprises with strategic vision, modern management level, the implementation of transnational resources allocation, the promotion of brand building and the transformation of traditional industries with advanced technology, but also a large number of small and medium-sized enterprises with strong R & D capability and high production efficiency. It not only needs national brand, but also needs regional brand, needs access brand and manufacturer brand. This is also fully reflected in the 5 special awards of this year's "big prize" promotion, support, clothing, manufacturing and business.

　　 Creating new advantages in international cooperation and competition

For the past 20 years and future development of the clothing industry, Du Yuzhou said: "after nearly 20 years of development, the clothing brand ecosystem has been gradually established. But in the fast developing information age, how to plan the next development and how to deal with the challenges and challenges of the global economy in the face of new competition? "The way out is to move towards the new world order". China's clothing industry has entered a period of great brand building. Chinese clothing enterprises should adapt themselves to the new position of the international division of labor and strive to create new advantages in international economic cooperation and competition.

Du Yuzhou pointed out that China's advantages over the past 20 years are manufacturing and manufacturing, and supplying at the low end of the international supply chain. This is the way for newly industrialized countries in the developing countries to go. However, we must gradually move from the low end of the value chain to the high-end of the value chain, starting with the "12th Five-Year" requirement for new advantages, and the most important thing is to create China's brand advantage. "We must build China." value chain From China's value chain to transnational value chain, it is possible for China's garment industry to create its own market and create its own brand atmosphere.

At present, this process has begun, and many enterprises have already integrated international innovation resources, including design resources, technology resources, international marketing resources, etc. In the United States, Japan and other countries, Europe and other places, there are already Chinese brand enterprises. Although Chinese enterprises are going out to build their own development network, this step is not very obvious, but this change is very positive.

From a deeper perspective, the in-depth development of global integration and the international division of labor have created favorable conditions for China's clothing industry to enter a higher value chain level. The full flow and optimal allocation of international resources make it easier for China to acquire more mature industrial resources; the change of international market demand and the rise of emerging markets provide a good opportunity for the development of China's clothing brands; the post crisis era has provided an appropriate entry point for the repositioning of China's garment industry's international culture and international status.

Du Yuzhou believes that this is a promising opportunity for Chinese garment enterprises. Although the financial crisis has not caused the global economic recession, it has far-reaching impact and global economic growth is slow. In the past, brand innovation and international marketing network were controlled by multinational corporations in developed countries. After the financial crisis, all these changes. A group of brands with market strength needed to cooperate with Chinese enterprises in order to invest in Chinese enterprises. For foreign enterprises, China is not only the best, the most potential and the most realistic market, but also the best partner, so it attracts many foreign brands. They saw not only China's market demand, but also the vigorous development of China's industry. This is also an opportunity for Chinese enterprises.