Innovative Marketing Model For Jiangsu Garment Industry

Clothing industry is a traditional competitive industry in Jiangsu Province, and an important part of Jiangsu's industrial economy. In the first half of 2012, affected by the external economic environment, Jiangsu Clothing industry The growth rate of output value and export delivery value decreased compared with the same period last year. The export situation is grim, and the growth rate of domestic sales is declining. The economic operation of Jiangsu garment industry has met great challenges. At present, there are four problems: first, orders are decreasing, second, inventories are increasing, third, costs are rising, and fourth, benefits are declining.

　　 The cluster has obvious advantages and distinctive industrial characteristics

In view of the current economic situation, Jiangsu garment enterprises pay more attention to channel construction and the enhancement of overall competitiveness to cope with the changing market. There are 61 textile and clothing industry clusters in Jiangsu, and the total economic volume accounts for more than 60% of the total economic volume of the province's textile and clothing industry. Among them, the apparel industry cluster ranks among the top three in the national apparel industry. On the basis of the development of Jiangsu textile and clothing cluster economy, different regions have formed differentiated competition pattern Pattern. For example, Nantong is a textile and clothing export base. The textile and clothing industry has a long history and a strong industrial foundation. It has strong production scale advantages and regional industrial cluster advantages. The characteristics of clothing export are relatively prominent; Changshu is a "famous leisure clothing city in China", with a large scale of clothing, many domestic brands and a high degree of industrial agglomeration. Each cluster has distinctive industrial characteristics and clear market objectives. At the same time, Jiangsu garment industry has changed from simple OEM to ODM. Garment enterprises focus on design to expand the market and constantly improve their innovation ability; A number of garment enterprises have begun to build production bases in areas with more abundant labor resources, such as northern Jiangsu, central and western China and abroad.

The internationalization of Jiangsu garment industry is becoming increasingly obvious. In the process of cooperation with international brands, Jiangsu enterprises focus on learning brand design, planning, management and marketing from international brands; And set up brand monopoly and innovate In marketing outlets, some powerful garment enterprises put their R&D and design centers in foreign fashion cities. On the one hand, they collect the latest trend information and learn foreign design concepts closely. On the other hand, they have also begun to integrate into the local design industry to serve foreign brands and gradually improve their design capabilities.

　　 Shift to refined branding

First, we should accelerate the transformation from extensive to refined. First, speed up technological transformation and improve the equipment level of the industry. The second is to promote informatization construction and improve quick response capability. For example, Suzhou Jinchao Garment Co., Ltd. has won the reputation of experts in the shirt industry with its ever improving production technology and meticulous and strict management. Jiangsu Tianyuan Garments specializes in producing sportswear and attaches great importance to the reconstruction of process flow. They carefully study the process flow and make a reasonable overall plan. Now they not only have first-class work quality, but also have good process and high efficiency. Jiangsu now has a number of garment production enterprises with such high standards.

Second, continue to accelerate Jiangsu The garment industry has changed from processing to branding. Jiangsu garment industry, which is good at manufacturing, has begun to cultivate its own brand and has continued to achieve success. Sumeida, Huarui, Suhao and other key export enterprises have begun to create brands, support brand development with independent design, and set up brand design centers to explore and take the lead for more enterprises to take the brand road. Among them, high-end brand is a major feature of brand building in Jiangsu clothing industry. Bosden opened its first overseas store next to Bond Street, the top shopping street in London, UK. The listing of Bosiden's European headquarters is a typical example of Chinese brands' strong "going global" in the context of the global financial crisis. Jiangsu garment industry will focus on brand research and development, product design, supply chain and marketing channels according to the characteristics of the industry to form a batch of brand enterprises with lasting competitiveness at home and abroad.