Analysis And Strategy Of Market Development Of Garment Manufacturing Industry In China

A senior A company listed on the apparel industry said that China has always been a big producer of clothing and has always focused on sales. Most companies have limited technology investment.

After 4 years, the Olympic Games are coming again. She is not only the arena for athletes to compete, but also the battleground for enterprises to compete.

Nike's frequent Olympic guests will not miss the London Olympic Games. The domestic brands, Lining and Anta, are also lucky.

However, the same is for the Olympic athletes to provide equipment, the gap between domestic brands and Nike can be seen at a glance.

Nike's design for the "flying man" Liu Xiang is made of environmentally-friendly materials. It contains 82% recycled polyester fabric and 13% recycled plastic, which can reduce air resistance and shorten the running time of nearly 0.23 seconds for athletes.

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Most of them are focused on external styles and sales. This kind of technical clothing has few domestic research and development and limited technological input.

If there is also copying foreign technology, developed by foreign countries, domestic use in clothing manufacturing. "

A garment manufacturing industry researcher said.

R & D adheres to "bringing ism".

"When it comes to the functional nature of clothing, the domestic garment industry still stays in a stage of imitation and copying or slightly correcting the relevant technologies for local use."

Frankly speaking, the researcher said that it is copying foreign technology and digesting it domestically.

The real clothing R & D countries are relatively good, such as the United States, Japan and so on.

That is to say, it is more appropriate to use "bring ism" to describe the domestic functional garment manufacturing industry.

With the equipment of Liu Xiang for many years, it is easy to see that the brand Nike from abroad has become the exclusive equipment for its participation in important events.

Nike's design and development of Liu Xiang's war boots and robes has always been a must for Liu Xiang's major competitions.

A few days ago, at the Nike London Olympic Games related technology products conference, the track and field robe announced by Nike announced that the garment has the advantage of turbocharging speed, which can help track and field athletes, especially sprinter, to achieve better results.

Theoretically, the set of equipment has the function of lightness and drag reduction, at least it can help athletes improve their best results by 0.23 seconds.

And several of the major Olympic Games in China.

The equipment that can clearly improve the performance of athletes is not seen.

For its functional clothing, reporters read from Baidu, Anta did not have relevant instructions, Lining launched the "Chi Lin" series of equipment.

In the introduction of Chi Lin's equipment, there is a description of Functional Description: the special scale stoma designed on the back of the Olympic competition suit is named "Chi Lin window".

According to the introduction, the opening and closing of these holes are mainly determined by the movements of athletes on the athletic field. When athletes enter high intensity confrontation or complete certain technical movements, the red scale windows will automatically open according to the state of human muscle groups, and accelerate the natural circulation of air between the body and clothing.

When the basic competition moves, the red scale windows are automatically closed, so that the athletes can reduce the heat loss, which is conducive to athletes' better physical fitness.

At the same time, the company pointed out that the equipment is more beautiful from the appearance of athletes' "on the field of British heroes show", "domestic clothing products in pursuit of external style more, the pursuit of deep functional less."

The industry researcher told reporters, because most of the industry chain from top to bottom, there is no way to do this work.

However, in his view, there is a gap between domestic and foreign functional clothing, but it is gradually shortened.

In recent years, simple clothing processing has turned to Vietnam and other countries. The domestic garment industry has gradually changed from OEM processing to ODM research and development. ODM itself is not only garment processing, but also research and development.

With the capability of research and development, the factory has potential. "

He said.

pay attention to

Insufficient investment

Many people may still remember the "Wan Dian plan" proposed by Lining. From this we can see that the mentality of domestic brands is so focused on the number of Yu Kuozhang shops.

Many large and small sports events can see all kinds of sponsors. However, the appearance of domestic sports brands is more likely to appear in small or small competitions.

Like Nike and Adidas from abroad, they often appear in bigger and more famous sports events.

There may be a relationship among marketing strategies, but

This is the key factor.

For enterprises, sales volume is indeed a kingly way, but the quality is also important.

"All along, China is a big producer of garment industry, and has never said that it has a leading position in clothing research and development. This shows that the domestic level of technology is still lacking."

A senior member of the apparel industry A share listed company told reporters.

Always focus on sales and get more benefits at lower cost.

Many enterprises have no funds to invest in technology.

In the London Olympic Games equipment, Nike designed the equipment for the track and field team. The dimple design in the structure can reduce the air resistance and shorten the running time of the most potential athletes for up to 0.23 seconds.

In addition, Nike applies the environmental protection concept that people admire. The garments are made of environmentally-friendly materials, 82% recycled polyester fabric and 13% recycled plastic.