China'S Clothing Brand: Internationalization Is The Inevitable Trend.

Around five a.m. tomorrow, the US Olympic team will unveiled the controversial dress before the opening ceremony of the London Olympic Games. The Olympic Games are a sporting event, a platform for displaying comprehensive national strength, but also a competition. Clothing design The show.

On the eve of the event, various countries announced the official uniform of the London Olympic delegation. Italy Spain continues to be designed by the master, and the effect is no suspense. The appearance of the Chinese delegation's dress, which insists on the local characteristics, has attracted the netizens' one-sided abuse. It is once again called the "tomato scrambled egg" design without a sense of fashion. Although the American dress has been led into the political whirlpool due to "made in China", "American design" has been well received by netizens.

On the one hand, "made in China" is popular all over the world. On the one hand, "China design" has been criticized. Behind the contrary word-of-mouth, it is revealed that China's garment industry is lack of independent design capability. For thousands of garment enterprises in our province, this problem is particularly prominent.

Want to spanform under heavy pressure

Wuhan is an important area of clothing production in China. Han style clothing "The short board, which is famous for the whole country, is short of design and brand, and it has stopped for nearly ten years.

At present, labor, raw materials, logistics and other costs have risen sharply, and labor-intensive industries are under heavy pressure. Clothing is already near and difficult to survive. "At the bottom of the value chain, the profit is very small. There is no core technology and private brand. The bargaining power in the market chain is very low, and the pressure of rising costs is hard to pass on." Li Manze, general manager of Wuhan clothing world limited, said.

Faced with these difficulties, many enterprises want to spanform. But only those with productive capacity are most lacking in the most important two sides of the brand production chain: innovative R & D capability and market expansion capability.

A senior garment designer revealed that designers of many clothing companies or brand companies are not real designers, and basically work as professional portraits. A lot of plagiarism saves time, saves costs, keeps up with the trend, but also reduces the quality and makes the brand lose its sustainable development potential.

Originality is a bottleneck

Originality is not enough. Chinese garment enterprises The bottleneck of implementing brand strategy. In contrast, the value of many world brands lies not only in products and services themselves, but also in the value of cognition, that is, the design and quality behind consumers' recognition of brands, which is the fundamental reason that can bring high added value and solve the problem of profitability.

Luo Xiaochun, executive director of Hubei clothing trade association, believes that although many OEM enterprises have realized that only brands have tomorrow, most small and medium-sized enterprises are still trapped in the vicious cycle of low-cost copying, lacking strategy and style, and simply relying on quantity to make a living.

For garment enterprises in spanition, brand strategy and low-cost replication are like fish and bear paw. "Bear's paw" is expensive and beautiful, but it needs to be subverted by "fish". For most enterprises, subversion is not only a risk, but a more realistic question is whether the sustainability of investment can be guaranteed.

Luo Xiaochun suggested that this can be used for reference from Korea's experience. Korean clothing can sweep the Chinese market, not relying on plagiarism, but by learning from Japan, France and Italy, learning and improving, and joining the advanced dyeing and weaving technology of South Korea, so as to establish the distinctive style of Korean clothing. "If the domestic clothing manufacturers want to really get out of the brand strategy, the first thing to solve is not to rely on plagiarism, but to settle down and set up a style to excavate the cultural connotations in costume design, so as to get out of a road of success that truly belongs to them."

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Brand needs multidimensional accumulation

Xiong Zhaofei, Dean of the clothing Institute of Wuhan Textile University, believes that compared with the mature brands in Europe and America, the history of Chinese clothing brands is relatively short, most of which have been established for about 10 years, and there are such problems as lack of experience and inadequate precipitation. Moreover, domestic consumers' understanding of Chinese original brands is not rational. These internal and external reasons have hindered the Chinese clothing brand to be bigger and stronger objectively.

Xiong Zhaofei believes that the creation of clothing brands can not be eager for quick success and instant benefits, but also can not lose the rhythm of the market. "It is a great direction to adhere to the characteristics of market competition and seek the combination point with the market." From the perspective of world market, the diversity of domestic clothing brands is a trend. Chinese clothing brands must be a strong team in many brands. "China has gradually emerged some good brands and good designers. In the four international fashion week, we can see the shape of Chinese designers, such as Guo Pei, Liu Yang and so on. In the future, domestic garment enterprises will inevitably go to the road of branding, which is only a matter of time.

Xiong Zhaofei believes that the biggest gap between domestic clothing brands and international brands lies in creativity. "At present, domestic brands really rely on their own development and self creativity to achieve their own height value and positioning." if China wants to spanform from a big garment country to a strong garment country, we must pay attention to the creativity of clothing, develop original brands and intensify efforts in design, and intensify efforts in culture. "

Internationalization is the inevitable trend of China's clothing brand development. Xiong Zhaofei believes that to enter the international market, we need a complete and mature commercial operation process. "If we want to succeed internationally, we still need to explore and learn more.