Qingdao Clothing Enterprises Are Forced To Create Their Own Brands.

"No pformation will die."

In the island city most of the small and medium-sized garment enterprises started by the foundry, this has become a matter of life and death.

Faced with the massive loss of international orders caused by comprehensive factors, the small and medium-sized local enterprises of the island city coincidentally embarked on a road of pformation with independent innovation and brand building.

However, the explosive growth of local clothing brands has not led people to see the bright path of pformation.

Because this road is destined to be a cruel road to survival of the fittest.

On this road, many garment factories will be eliminated. Only the minority who really start the brand and occupy the market will be able to laugh at it.

When

At the same time, how can we make the real name of the island clothing brand really become the biggest bottleneck in the development of the clothing industry in the island city?

Market changes:

Local clothing brands surge

Walking in the clothing market of Jimo, Liu Dong, general manager of Jimo Saint en garment factory, has a lot of feelings.

"There were 600 independent brands in Qingdao before, and at least more than 1000 new local brands were added this year, which are not seen before."

For this brand change in a short year, Liu Dong told reporters that from 2008, these OEM garment factories in Qingdao were getting worse and worse, especially after 2010.

"The major environment is changed, and small and medium-sized enterprises like ours can only adapt to this change."

Liu Dong's garment factory is located on the sun Creek Road in Jimo garment industrial park. All the factories are surrounded by almost all kinds of foreign trade garment factories. In recent years, the orders of Liu Dong and several garment factories he knows are falling sharply.

For this kind of industrial recession, Liu Dong said that the fundamental reason is the rise in labor costs in China, which makes the international OEM industry which is purely dependent on the advantages of low labor resources collectively depressed. "Before a worker's monthly salary was only 1300 yuan, there was no insurance. Now, 2000 yuan a month can not attract people, but also five risks and one gold."

Liu Dong said that although the "advantage" has become a "burden", the local OEM enterprises can not pfer this cost change to the international garment dealers. "No matter whether your labor cost is increased or not, if you feel unworthy, you can go directly to a cheaper foundry base."

Therefore, from 2010, a large number of orders for foreign trade clothing began to drain to Southeast Asia. "Vietnam, Laos, Kampuchea, these places are much cheaper than China, and many international brands have shifted their production bases there."

In addition, in recent years, the international economic situation, especially the European and American regions, which plays a leading role, is rather severe, which has affected the local market demand. This has also given the local garment manufacturers a fatal blow.

"The order is gone, but the factory is still there, or we can turn the factory out, or we will have to bite our teeth and stick to it."

Liu Dong chose the latter, which is also the common choice of most garment enterprises. "There are more than 6000 garment factories in Qingdao, and most of them are from foundry, and it's easy to say."

The clothing factory must insist on its own development and has no brand support. This is the biggest problem. Taking Sheng en garment factory as an example, from the beginning of this summer's summer season, it began to push its own clothing brand. "Now I have 4 series of 23 clothing brands, such as Saint, Jing Ya and Fuchen."

But what puzzles Liu Dong is that 23 series of casual wear and women's clothing have been put into the market, and the initial marketing has also cost nearly 600 thousand yuan, but there is no movement in the market. "I used to be an OEM for an internationally famous high-end clothing brand. The 23 brands launched this time have nothing to do with the international brand names from the original type to the fabrics, and the brands are different. Why do the market do not recognize them?" Liu Dong said, at the beginning, the price of a self-cultivation woman's short sleeved shirt was still 23 yuan, and now it has been reduced to 8 yuan of cost, but the market reaction is still mediocre.

Is it still necessary to stick to this road? Liu Dong is somewhat confused now.

Changes in Enterprises:

Everything is going to change when you create your own brand.

Compared with Liu Dong's choice, the pformation of Jimo Zhong Deng garment factory leader Liu Denggao is more initiative.

"I have long wanted to fight my own clothing brand, and only by starting my own clothing brand can I increase the added value of clothing."

Liu Denggao, for example, told reporters that he used to produce a home garment for the European and American garment manufacturers. The profit is 8% at most. After the foreign clothing brand is posted, the price will suddenly fold up to several times or even dozens of times, and the profit rate will exceed 200%.

Why can Chinese people only earn hard money and earn the most foreigners? That is to say, Liu Denggao launched his own "Xingyi rhyme" independent brand this year.

"At present, the brand mainly includes baby clothes and home clothes, and we will further expand the brand camp in the future."

Liu Denggao said frankly, the choice of these two categories of clothing products, mainly rely on their own past OEM accumulated industry resources, and these clothes for the design level and the degree of fashion requirements are much lower than the women's clothing, more conducive to the pformation of small and medium-sized garment factory development, to create their own clothing brand.

"Now my" Xingyi rhyme "has been registered, and has successfully held several dealers' business fairs.

Liu Denggao said that from trademark design to brand concept, from enterprise image project to market channel construction, creating a clothing brand himself has brought him many new challenges and challenges. "This is totally different from simply giving foreign companies OEM. There are many things to learn and try."

Liu Denggao told reporters that his brand baby wear has been put on the market for some time now, and the response from sales is pretty good.

But Liu Denggao is not satisfied with the current state of the enterprise. "Now I have my own brand, but the added value of the brand is not high, and the profit from the product is also very low."

After taking the road of brand, Liu Denggao deeply felt that the brand value is the life of an enterprise. "A Chanel dress will cost US $5000 if the cost is 100 dollars. I still have a long way to go to catch up with such a goal."

From a factory director who only focuses on enterprise production to a manager type entrepreneur who is concerned about brand marketing and market operation, Liu Denggao is gradually adapting to this change.

Among the small and medium-sized garment factories interviewed by reporters, the lack of clothing design strength has become an industrial weakness.

It is the truth of fashion industry to create famous brand clothes if there are famous designer.

Gratifying is that now the clothing factory has begun to attach importance to its own design team building, "I have set up my own fashion design team, although it is not enough to compare with those big brands, but has established a good foundation."

Liu Denggao confidently said that his stated goal was to launch more than 20 new styles of clothing every month. "Only by keeping pace with this development can we ensure that our brands are getting louder and louder, and the market share is gradually improving."

Government changes

Build platform to spawn local brand

Nowadays, there are many famous brands in Qingdao, and Haier, Hisense and Tsingtao Brewery have all known the products. But it is an indisputable fact that there are few famous brands that can really be heard in the island city.

How to promote the clothing brand of the island city and produce a well-known clothing brand known as Tsingtao? This is also a problem that our city government departments strive to solve.

Reporters learned from the Municipal Commission of letters, in order to support the brand building of the island city, this year, the city issued the "Qingdao Municipal People's Government on speeding up the brand new round of economic development in our city", and put the 122 brands of products and services in the 2012 Qingdao brand cultivation plan.

"Opinions" put forward the implementation of the "ten, 100, thousand" brand cultivation project.

That is to say, in the next five years, 10 internationally renowned and domestic leading brand enterprises, 100 well-known domestic and leading brand enterprises, will build 1000 strategic brands with independent brand echelons, and 80% of large and medium-sized industrial enterprises establish brand cultivation management system.

According to the relevant person in charge of the Municipal Commission of credit and information, the city has intensified its policy support, improved the well-known brand incentive policy, established the brand cultivation guidance fund of our city, implemented the brand development plan, and implemented the ten major brand projects.

Organize local self owned brands to participate in exhibitions and mainstream media promotion activities.

At the same time, actively strive for national industrial pformation and upgrading quality brand building special funds support.

Gather all kinds of resources to the brand enterprises, promote land, capital, labor, technology, information and other elements to the key brand enterprises, brand industries and brand agglomeration areas, support the qualified brand products and services to enter the government procurement directory, to the key products and leading enterprises to guide its priority into the capital market, fast and strong.

At the same time, the development of a series of trade associations has also become a powerful help for the development of the clothing brand of the island city.

Reporters learned from the city clothing designers association that this year, the number of association members increased from 70 last year to 122, of which the number of business members increased from 13 to 29.

"Facing increasingly grim"

The situation, strengthening the creative research and development of independent brands has promoted the pformation and upgrading of many garment enterprises, and through the strength of the association platform, it has become an obvious feature of the overall growth of Qingdao's apparel industry.

Liu Qinglin, chairman of the association of fashion designers, said that the members of the association include local brands such as Qingdao Yili, Qili, Hong Ni, Xin Tian, Yao Jie, cieno, BMW, Yihua Hong, Yizhou and so on. It also brings together different categories, including the professors of Qingda Textile Institute, the independent design studio of the island, the brand designer and the fashion designer, and effectively integrate the participants from the upstream and downstream of the apparel industry chain.