The Changes In China'S Apparel Industry Make Us No Longer Afraid.

In July 26th, the day before the opening of the London Olympics, Boston London flagship store opened in the crowded SOUTH MOLTONSTREET street in West London.

Founded in 1976, Nami Jito, China's largest brand down jacket, has shown a gorgeous Chinese fashion debut to the world.

A precedent for setting up a flagship store in an overseas line of cities.

It is understood that the South Morton street, which is located in the London flagship and the European headquarters, is the golden section of the west end of London. It is on the famous Oxford commercial street, at the intersection of the three street, and the subway station of the 24 million crowds in recent years, with a unique location and obvious location advantage.

In June last year, Bosideng spent 20 million 50 thousand pounds on the property at 28 Morton Street South.

After a year of renovation and renovation, the property has been built into a 7 storey building. It has been catching up with the wind and waves. The huge wheel style has been very eye-catching in many brand shops around the world. It has become a landmark building. Among them, more than 400 square meters are flagship stores of Bosteng men's and down garments, while the upper office buildings have been opened as Bosideng European headquarters.

This shows that Bosideng's vision is not only in London, but also in the UK.

To this end, Gao Dekang, chairman and President of Bosideng International Holdings Limited, said: "in the strategic planning of Bosideng, four seasons, multi brands and internationalization are three pillars.

As a leading brand in the industry, Bosideng dares to embark on the stage of international competition, using high-end brand image, high quality products and large scale retail terminals to explore the way of overseas expansion in line with Chinese brands, and accumulate more experience for Chinese brands to go to the world.

A day later, the opening day of the London Olympics, another clothing brand from China was once again bright.

As one of the important contents of "China business day", the Chinese clothing enterprise Yiwen group, invited by the British government, presented a fashion feast to the world on the theme of "harmony" with the theme of "harmony" in the British official residence of Lancaster (Lancasterhouse).

Wang Chaoge, director of the opening and closing ceremony of the Beijing Olympic Games, director of the Olympic Games, Tian Liang and Yang Wei of the world champion Federation, Liu Chuanzhi, Ma Yuhua, Yu Minhong, Zhu Xinli, Yu Minhong, Zhu Xinli, Yu Minhong, Zhu Xinli, and Ma Yuhua, the famous violinist, and Qing Dynasty, personally boarded the stage to jointly illustrate the charm of Chinese fashion.

Yi Wen group London Olympic fashion show

Some commentaries point out that this is not only the Chinese brand's deep influence on the western world in the context of international fashion, but also a high-level economic and cultural exchange activity that attracts worldwide attention. The Chinese brand will become the main representative of Chinese culture going out, presenting its own cultural value to the world with the unique creativity of China.

In fact, the above brands are just the epitome of a large number of excellent Chinese clothing brands that are constantly rising, bigger and stronger and heading for the world.

Since the reform and opening up, especially after China's entry into the WTO for more than ten years, a large number of independent clothing brands have come into being and thrived. They have become the new force in the Chinese garment industry, and have become the vanguard of the industry from "made in China" to "made in China" and from "big clothing country" to "strong clothing country".

Embarrassment of "big power"

For a long time, Chinese clothing had to face such embarrassment: Although the hat of "big clothing country" was the first in the world and the number of garment exports in the world, it was not a "strong garment country". One of the biggest reasons is that Chinese clothing lacks brand value and lacks brand competitiveness.

Du Yuzhou, honorary president of the China Textile Industry Federation and President of the China clothing association, once regretted that there is a saying in the world that the products mentioned in Germany are of quality; French products are fashions; but when it comes to Chinese products, it is cheap.

"35 cents to Chinese enterprises, 20 dollars into the pockets of foreign companies."

It is said that this is the profit distribution of a Bobbi doll made in China.

This distribution confirms the popular "smile curve" in the international industrial chain: the links between R & D, production and circulation are low in both high schools, generally in the form of "V", which is similar to the shape of the mouth when people laugh.

For China's clothing industry, this "smile curve" is also applicable: the profits of the garment industry are mainly focused on new product development and brand development, while the profit in the middle production sector accounts for only 20% of the apparel industry chain, while tens of thousands of garment enterprises across the country compete for the "cake" in the middle section.

Fortunately, the Chinese garment industry has long been aware of this deficiency. Regardless of the industry organization or the main body of the market, they are constantly breaking the embarrassment of brand weakness through various efforts.

Industry change

In fact, during the "95" period, China's garment industry proposed to change the way of growth.

In 1997, the whole country

The industrial working conference formally put forward a strategic declaration of "famous teacher project" and "famous brand project".

In the same year, in the work report of the China clothing association, formally put forward the famous "three" (famous enterprises, famous teachers, famous brand) project, and established the development direction for Chinese clothing brand strategy.

At the same time, China's international clothing and Accessories Fair (CHIC), China Fashion Forum, China clothing brand annual awards and a series of industry activities have been born, they have witnessed and promoted the rise of Chinese clothing brands.

Since CHIC was founded in 1993, it has taken "guiding the progress of China's garment industry and promoting the development of China's clothing brand" as the purpose of its exhibition. Its core idea is to build an international first-class business platform for clothing brand promotion, market development and wealth creation.

In the past 20 years, CHIC has always interpreted the purpose of "promoting the development of China's clothing brand".

In the past 17 years, China garment forum has explored the development mode and operation mode of Chinese fashion brands with 500 domestic and foreign economic, management, marketing, culture, design, art masters, 7000 business leaders and relevant personages.

The forum will provide powerful intellectual services for Chinese brands from the strategic level, theoretical level and execution level, share ideas, advanced practices and cases with exemplary values, explore the core value and development direction of brands, obtain solutions to suit their respective brand development needs, promote brand innovation, enhance brand strength, organizational strength and design ability, and provide fresh inspiration, ideas, methods and suggestions for brand enterprises.

The "China clothing brand annual award" campaign has been held since 2004, and has been held for the 8 time.

In the past 8 years, after a batch of excellent brands have been put on the podium of Oscar, the Chinese garment industry, the Chinese garment industry has been striding forward steadily from "big clothing country" to "strong clothing country".

The annual award of Chinese clothing brand records its nodes in its own way.

In this sense, the Chinese clothing brand annual award is a witness. It has witnessed the brilliant achievements of China's garment industry in recent years, but it is not only a witness, but also pushes the Chinese clothing brand forward step by step with its strong thrust.

Entering the new century, the Chinese garment industry further emphasizes the pformation of development mode, and raises the two contribution rate, the brand contribution rate and the contribution rate of science and technology, and moves towards the "clothing power" from four aspects: the powerful nation of science and technology, the brand power, the powerful country of talents, and the powerful country of sustainable development.

When it comes to the fact that the clothing industry is "changing from strength to strength", Chen Dapeng, executive vice president of the China clothing association, said: "to achieve the" big change "in China's clothing industry, the first thing to do is: when people mention the Chinese brand, they first think of fashion, culture and value.

Be strong in brand associations.

In his view, these years are the fastest growing period of Chinese clothing brands, forming a number of excellent brands.

Because a lot of training, a lot of thinking and a lot of exploration, brand development is more rational.

Unlike the rapid development of the past, the brain is prone to fever.

Over the past few years, brand enterprises have gained more recognition and unprecedented attention on technology support, design and development, information management, cultural and creative, business mode innovation and channel construction.

In the future, China's garment industry will continue to improve in the clear direction.

Brand rise

In 1957, three cotton makers came together to respond to the call of the state to "organize small handicraftsmen" and set up a small factory, a knitting factory under Hongkong, which is the predecessor of the Hongdu group.

In the 60s and 70s of last century, the small factory played cotton pads, tied brooms, and began to make clothes, which had been ups and downs in the tide of the times.

Today, it has become the main group of garment enterprises in Jiangsu. Its assets are close to 3 billion, and has many famous trademarks.

In 1976, a 24 year old young man initiated a small sewing group in a small village in Changshu, Jiangsu.

It's small because only 11 people and 8 new and old sewing machines are placed in a borrowed house, and the starting money is all around.

This pocket business is the predecessor of Bosteng, who has several billion yuan of assets in the future.

In 1979, a few educated youth built a Ningbo youth clothing factory in a basement with 20 thousand yuan of settlement fees for their educated youth, and brought their own rulers and scissors in a basement. Later, the famous YOUNGOR was born out of this "youth clothing factory" and its brand Youngor also originated from English younger (younger).

In 1980, Hong Zhaoming of Jinjiang sat at his door and looked at his poor home. He was determined to make some changes.

Almost everyone in Jinjiang can make clothes. This is their ancestral skills.

So Hong Zhaoming bought four cloth from the Shishi market not far away, and began to think about doing some clothing business.

But Hong Zhaoming was so poor that he couldn't afford a single bed.

Finally, the two door panels of the family were seen by Hong Zhaoming.

In this "combination" cut bed, Hong Zhaoming began to start a business and set up a "new art and beautiful clothing factory" with his brothers. Two years later, Hong Zhaoming began to operate independently in 1986 and founded the "beautiful clothing two factory". The predecessor of the company was officially born.

In 1989, Zheng Yonggang came to the predecessor of Shanshan, Ningbo Yong Gang garment factory.

He called himself "do not know clothes" he was later known as "general Barton of China's clothing industry".

At first, the brand of Shanshan was hung up in front of the mall, or the old ladies wore T-shirts with the words "Shan Shan" to dance in the park.

Later, Zheng Yonggang wanted to advertise on TV. "Shan Shan suit, do not be too smart" became the most classic advertising word in Chinese clothing.

Nowadays, the Chinese fir, which is on the road of "multi brand internationalization", has become one of the benchmarking enterprises in China's apparel industry.

This is the moment when the big name brand in today's fashion industry is born.

From manual workshop to modern enterprise production system, from brand concept to brand strategy, from modern business philosophy to brand value innovation,

It has gone through a process of continuous exploration and development.

Today, China's apparel industry has formed a number of excellent first-line brands in various categories, and their "example role" has accelerated the rapid development of the entire industry.

For example, in men's suits, such as YOUNGOR, fir, reporting birds, and so on, among men's business casual wear, seven wolves, lerang, women's wear, such as white collar, Mass Phil and so on, among sports brands such as Lining, Anta, 361 degrees, XTEP, etc., among them are muse, bonwell, Semir, and so on.