Chongqing's Fashionable Clothing And Brand Image Are Gradually Gaining Popularity.

"I am busy with exhibition in Beijing".

In March 24th, Chongqing clothing Chen Shangfu, the Secretary General of the association, answered reporters on the phone. This is not the first time that Chen Shangfu has come to Beijing. But with 11 garment enterprises as the exhibitors of the China clothing and Accessories Fair (CHIC), it is not only the first time for Chen Shangfu, but also the first time for Chongqing's clothing industry.

In 2012, CHIC has been in its 20 year. In the past 20 years, CHIC has gradually matured and become an influential event in the world. On the largest communication platform in the apparel industry, the voice from Chongqing's clothing industry is rare.

Like 11 babies born in Chongqing, Clothing enterprise For the first time, holding a group to participate in the exhibition attracted people's attention. In the big family of CHIC, the clothing industry in Chongqing is just "Xiao He only reveals his sharp feet".

From guerrilla units to regular troops

Southwest Center, industrial heavy land. Historically, Chongqing has a good foundation for garment industry. In the late 80s of last century, the annual output value of Chongqing garment industry reached over 200 million yuan, and its foreign exchange earning exceeded US $about 20000000. It once ranked the five largest in the country. It is the largest garment production base in Southwest China.

However, with the beginning of coastal economy, Chongqing clothing is declining. "After that, the clothing industry in Chongqing is" Wang Xiao Er celebrating the new year, one year is not as good as a year. " Talking about the situation of Chongqing's clothing industry in recent 20 years, Chen Shangfu, Secretary General of Chongqing garment industry association, summed up this.

In the late 90s, some small private processing shops sprung up. The owners of these workshops are mostly people who are engaged in clothing production or clothing sales under the previous planning system. They saw some business opportunities in the crevice of the booming coastal garment processing industry, starting from agents, starting from processing coastal orders, or positioning production according to market demand. Through the exploration of more than ten years, a number of loud names have been produced: Tian, Wang, Jin, Duan, Jin Kola, Hua Yu, ye Sen, Xin Wang, Dream Poetry, leno, Da Xing, etc. these enterprises have gained some success in the market relying on their own strength, forming their own brand culture and becoming a new force in the clothing industry of Chongqing.

From the perspective of industrial structure, Chongqing men's wear, women's wear, children's clothing and underwear categories are complete. From the industrial chain, the front-end accessories, accessories, etc. are out of touch. Chongqing clothing stays in the middle end of garment production, and the marketing of the rear end is far behind the developed coastal cities. This restricts the development of the whole industrial chain to a certain extent, resulting in the embarrassment of Chongqing's clothing industry in a lack of brand marketing consciousness.

However, with good industrial foundation and education system, after 20 years of development, Chongqing garment industry represented by 11 enterprises has already gone through its own strong process, leaving the southwest and heading for the international market, becoming the main demand of Chongqing apparel industry. Relevant data show that at present, nearly 5000 clothing manufacturers in Chongqing, including more than 800 enterprises above Designated Size, women's clothing and feather products are developing rapidly. As of 2011, the output value of Chongqing's garment industry reached 25 billion yuan, and maintained a growth rate of more than 28% for five consecutive years.

After the financial crisis in 2008, the costumes dominated by foreign trade enterprises were difficult to operate. With the growth of Chongqing's local consumption market and the return of talents and the westward movement of industries, the development of Chongqing's clothing industry was greeted with spring.

Although this is a good opportunity, lack of brand is the pain of Chongqing's clothing industry. It is understood that in Chongqing's 5000 garment enterprises, only one well-known trademark in the country, the top 100 enterprises are also only one.

At the beginning of this year, Zhang Xuan, deputy secretary of the Chongqing Municipal Committee, pointed out that "the lack of brand awareness, the weak influence, the lack of high-end design and research teams and the imperfect matching of garment industry development are the main reasons for the overall disparity between the overall image of Chongqing's clothing industry and the major provinces and cities of garment industry in China.

According to the data of Chongqing Municipal Commission of letters in 2010, only 300 of the more than 3800 local clothing enterprises in Chongqing had output value of more than 5 million yuan, and the rest were small and medium-sized garment factories. Zuo Younian The total volume, the small size and the scattered management become the general characteristics of the clothing industry in Chongqing. This also greatly restricts the pace of Chongqing's garment industry becoming bigger and stronger.

"Although many districts and counties in Chongqing have set up a garment industrial park, they hope to gather the garment industry. But most parks only focus on the number of enterprises, and the introduction and support of the apparel industry chain and the brand clothing enterprises are not enough, which has little attraction for clothing enterprises." Chen Shangfu sighed.

At the beginning of the inspection, Zhang Xuan also made it clear that "the government's platform for the development of enterprises and industries is not perfect, not in place, and the service is not good enough."

In fact, after many years of development, some clothing enterprises in Chongqing already have certain strength. No matter from the style design or the fine workmanship, Chongqing clothing can match the domestic products, but the popularity of the brand is not enough, so Chongqing clothing can only live in the southwest corner for many years. How to upgrade the brand effect of Chongqing clothing and how to carry out the supporting construction of the industrial chain are the problems that Chongqing garment industry should consider at present.

Big push hands

On the CHIC2012, Chongqing garment enterprises, long for the southwest corner, appeared for the first time in front of people, showing the brand image of Chongqing's fashionable clothes, and people can clearly see the government's pushing hands behind this bright phase.

Chongqing has its own consideration for the clothing industry.

"An electronic product can be sold for more than 1000 yuan, and a brand-name garment can also be profitable, and the profit is higher than the former. From the perspective of people's livelihood, the development of the clothing industry can also solve employment problems." In Chen Shangfu's view, "clothing industry can become another important pillar industry in Chongqing after becoming bigger and stronger."

This coincides with the idea of the Chongqing municipal government. Zhang Xuan, deputy secretary of the municipal Party committee, has publicly stated that the garment industry has played an important role in building city image, promoting micro enterprises and enriching the people. Now the clothing industry in Chongqing has a very excellent team and has a good industrial foundation. The future development prospect is very promising.

Therefore, in the past six pillar industries, Chongqing listed the clothing industry as the seventh pillar industry, and put it into the "12th Five-Year plan" in the form of "6+1", and proposed that "seize the opportunity of the state to encourage the textile industry to shift to the central and western regions, speed up the structural adjustment and transformation and upgrading of the textile industry, and strive for the total industrial output value of textile enterprises in 2015 to reach 100 billion yuan, and more than 100 thousand new jobs."

According to the planning of the Chongqing municipal government, the future Chongqing light textile garments will form five major industrial sectors: the main city (Banan), Fuling, the reservoir area (Wanzhou), Chongqing West and Southeast Chongqing. Among them, the main city is centered on China Light Textile and Garment City, the main city fashion clothing design, R & D and processing, and logistics, other districts and counties to the upstream development of clothing, that is, the city fashion clothing industry chain as the leader, and promote the development of the whole industry chain from textile to clothing.

In order to promote the development of garment industry, Chongqing has set up a special fund for garment industry development in recent years to provide financial support for the technological transformation, brand building and market development of garment enterprises. "For example, if a brand in Chongqing wants to enter a shopping mall and the shopping center has a deduction of 30%, then the government will subsidize 5% of the eligible enterprises." Chen Shangfu told reporters that "in addition, Chongqing local clothing companies with relevant requirements of Chongqing workers, will also enjoy the government's subsidies."

The Chongqing municipal government also attaches great importance to "going out". In order to encourage enterprises to participate in CHIC2012, the government offered 4 million yuan to fully subsidize booth fees for exhibitors. According to Chen Shangfu, the number of Chongqing garment enterprises participating in next year's CHIC will probably be 30-40, which means that the government's financial subsidies will be further increased.

Compared with direct subsidies, it is more important to create a hot spot for the development of clothing industry. Zhang Xuan put forward five measures on how to strengthen and strengthen the clothing industry in Chongqing: first, do a good job in the articles of Beijing Clothing Fair and Chongqing International Fashion Festival; promote the combination of production and marketing through two major activities; two, pay attention to personnel training, do well the job evaluation of clothing series personnel; three, attach importance to the recommendation and declaration work of "China's well-known trademarks"; the Municipal Industry and Commerce Bureau and city leaders should give support and help to form industry brand declaration tier at all levels; four, the government should build a platform and increase financial support; five, it is necessary to seriously analyze and study and help enterprises solve the problem of long turnover time, large gap and difficult financing.

With the vigorous support of the government, the development of Chongqing garment enterprises will be more positive and steady. According to Chen Shangfu, the number of clothing enterprises applying for well-known trademarks this year doubled in Chongqing compared with last year. In the next three to five years, Chongqing is expected to cultivate three well-known trademarks in China. At the same time, "12th Five-Year" will be a critical period for the development of Chongqing's garment industry. The Chongqing municipal government's support in policies, funds and other services will be more powerful. I believe that through this series of preferential measures and policy support, the better development of Chongqing's clothing industry will come. (A06)