The Brand Of Shoes And Clothing In The International Market Needs Chinese DNA, And Innovation Is The Core.

Over the past 10 years, with the booming of China's economy, international brands have shifted the focus of globalization strategy to the Chinese market, and have won more and more consumers here.

Although China's footwear industry is the world's top producer, there is no sign of an international brand so far.

China

The industry should enhance the awareness of the international market and modern aesthetic concepts, strive to have keen fashion sense and unique design concept, and integrate the practical value, cultural value and aesthetic value creatively into the design of shoes and garments, enhance the quality and enhance the added value of the products.

The growth rate is slowing down obviously.

The shoe and garment industry in China is facing difficulties in the face of the grim situation, and there is still a way to develop in the future.

Footwear industry is an important support for China's national economy. It plays an irreplaceable role in providing employment and contributing to GDP, especially in export trade.

China's footwear industry is the world's largest producer and consumer of shoes and clothing.

According to the data of the National Bureau of statistics, in 2011, 36 thousand Textile Enterprises above Designated Size reached 5 trillion and 478 billion 650 million yuan in industrial output value, 5 trillion and 360 billion 170 million yuan in sales value, and 25 billion 420 million in shoe and clothing production.

However, China's shoe and clothing industry has basically not been separated from the low level stage to satisfy people's "product demand", and exports are mainly "cheap" in exchange for market share.

In the context of slowing domestic demand and international economic downturn, the growth rate of footwear industry is slowing down significantly.

According to statistics, in the 1-5 months of this year, China's footwear enterprises above Designated Size realized domestic output value of 1 trillion and 757 billion 158 million yuan, an increase of 13.44% over the same period last year, and the growth rate dropped by 18.51 percentage points over the same period last year. During the same period, China's exports of textiles and clothing increased by 2.06%, an increase of 2.06% percentage points over the same period last year, which is 24.47 percentage points lower than that of the same period last year, which is less than 6.64 percentage points of the total export volume of the same period of the same period last year.

Quanzhou is famous for its shoes and garments.

It is reported that in the first half of this year, orders for clothing, sports shoes, umbrellas, bags and other industries were reduced. Especially since April, some enterprises can only receive some sporadic small orders, and the unit price has also fallen dramatically. Some export orders in Europe have seen a rare case of slipping 20% below the unit price.

Domestic sales are beginning to get cold, and inventory has become a topic.

At present, the difficulties encountered by the footwear industry in China are caused by the slowdown in the global economic development, but there are actually many deep-seated problems. The footwear industry wants to develop sustainably and steadily, so we must seriously consider and solve these problems consistently.

From product demand to brand demand

With the development of economy and society, consumers' demand for shoes and clothing products has gradually moved from "product" to "brand", and people have embodied the taste of life with the choice of shoes and clothing products.

Therefore, the global footwear industry pays more attention to design, function, marketing and other brand building DNA, and seeks high value-added products.

Over the past 10 years, with the booming of China's economy, international brands have shifted the focus of globalization strategy to the Chinese market, and have won more and more consumers here.

Although China's footwear industry is the world's top producer, there is no sign of an international brand so far.

Design is the core value of shoes and clothing products.

The shoe and garment industry of China, however, seems to be so outdated both in terms of design and creativity.

Most enterprises remain in the traditional mode, and the design is still in the backward stage of paper lofting, which takes much time and trial cost. The result is that the development cycle of new products is very long. In the developed countries of footwear and clothing industry, the average period is 2 weeks, and the United States can reach 4 days as fast as possible, while China's average is 10 weeks, and the gap is very obvious.

Designers with strong brand awareness and advanced concepts, and enthusiastic and creative designers are important prerequisite for creating brands. They integrate personality styles into products, so that they have cultural identity and win consumers. However, there are few designers in China who can really call shoes and clothing industry. Designers with unique personality and who can grasp the cultural psychology of consumers at home and abroad need to be trained.

Technology and equipment determine the efficiency and quality of the production of shoes and garments.

Germany and France are the main producers of textile and clothing equipment in the world. Their equipment is widely used in the world garment industry. Some can be said to be indispensable. However, in our large number of garment enterprises, there are not many users, and even worse, even if they are used, there is a gap, because good equipment must have good applied talents.

This will inevitably result in the gap of product quality, while the low labor productivity can only be made up of low cost labor force. But now, the labor cost in China is also rising, and this remedial space will be continuously compressed.

In the big shopping malls of big cities in China, there are many top brands in addition to the top brands everywhere. There are also many low-priced brands from abroad.

This means that our own shoes and clothing industry is suffering from all directional extrusion: when we export large quantities of unbranded clothing, or to manufacture brand shoes and clothing products to earn a small profit, people are trying to occupy a huge market in China with a brand full of personalities and various "stories" and win high profits.

Shortage of talents becomes the biggest obstacle

In addition to designers, shoes and clothing industry also needs plate making, craft, marketing and other professionals.

Although China is the first big country in manufacturing and exporting shoes and clothing products, there is a shortage of talents.

At present, there are more than 3000 shoe and clothing enterprises in Shanghai, with hundreds of thousands of employees, and only 4% of them are engaged in shoe and clothing design, plate making, craft and so on.

The incumbency division of our country has less than 10% of the higher education and less than 6% of the professional training.

The shortage of talents is the biggest obstacle to the sustainable development of China's footwear industry.

From "made in China" to "made in China", not only the hi-tech industry should strive for it, but also the Chinese shoe and clothing industry.

In the manufacturing field of medium and low end shoes and clothing, in the high-end field, we should and can gradually create various brands with unique styles and win the consumer love of China and the world.