China'S Garment Industry Should Be Stronger In Integration Than In Subdivision.

As Ningbo International clothing One of the series activities, "2012 China Fashion Forum" was held at the International Convention and Exhibition Center on 25. Participants focused on the theme of "integration and subdivision" of garment industry, and discussed the channel widening, brand building and market segmentation of garment industry.

The era of split era of garment industry is coming

"A large number of domestic garment enterprises traditionally do foreign trade OEM processing, but they also turn to the domestic market with huge potential. After years of development, there are many domestic brands in China. These garment enterprises carry out market segmentation according to different target objects, and some high-end brands with their own style of competition are also fierce. Xia Zhongsen, chief executive of DRAG-ON ROUGE, interpreted the current situation of China's clothing industry from a foreigner's perspective.

He believes that many international fashion entering the Chinese market, from mass brands to luxury brands, from GAP, ZARA to Louis Weedon and Hermes, have achieved good results and brand recognition in the Chinese market. The entry of these foreign brands into China has distinct brand characteristics and brings fresh air to China's clothing market.

In recent decades, domestic garment enterprises have created many famous brands, some of them have independent styles, others imitate foreign brands. "Most clothing brands are not very clear about how to build their own brand. No brand can only compete with international competition by brand name and brand logo. Xia Zhongsen said.

In this regard, Taiping bird Fashion Mens Limited by Share Ltd general manager Wang Mingfeng very much agree. He believes that garment enterprises are changing and changing. "Split" refers to the further subdivision of the market and industry; "integration" refers to the further integration of capital and resources into dominant enterprises. "China's garment industry has ushered in an unprecedented development opportunity, and Chinese brands are rising."

Successful brands need distinct personality.

How to create an excellent brand? Xia Zhongsen thinks: first of all, to ensure quality. Quality is the most fundamental and important factor in many factors. If we can not maintain high quality, we can not become a real luxury high-end brand, followed by targeted. A successful brand is never the face of all people in a general way. Instead, it embodies the cultural connotation and social value of the masses and the systematic construction. Brand creation is not achieved only by advertising, it can only be an important part, not all. We should also pay attention to brand innovation, such as store brand experience and social network sharing.

Hong Kong Polytech University Spin According to Luo Mei, tutor of clothing science department, although the road to success of brand is different, it has its common characteristics. These similarities can give us some inspiration. "Successful brands are subdivided into the economic environment and the market, and have a deep understanding of their market, so they can make efforts from various aspects of the market operation, such as pricing, channels and promotions, to meet the needs of consumers or customers to the greatest extent, thereby guaranteeing the long-term success of the brand." According to Luo Mei, successful brands tend not to take profits as the primary goal, but to build a brand higher and stronger purpose and run through all aspects of the company and brand operation.

International vision and local roots

In 2012, domestic garment market demand continued to grow steadily, and the characteristics of garment market in different cities were distinct. Second tier cities continue to play the leading role. They are vane of fashion and trend. They are the distribution centers of international brand input, and also a glorious stage for the achievement of China's first-line clothing brands. China's three or four tier cities have become the battleground of international brands and domestic front-line brands.

We should use the international perspective to make the quality of domestic clothing and serve the consumers with a sincere heart. Wang Mingfeng said that along with the market segmentation, the further integration of brands will take place. The field of fine brand will go to the road of integration. The intensive development of clothing brand is the inevitable trend of the development of garment industry. Multi brand, more refined and diversified channels enable enterprises to grasp the core value chain of the domestic garment industry, and lay a good foundation for enterprises to build more brands and extend their products in the future.

Wang Mingfeng believes that from his practice, China is the best market in the world and has a large consumer group. So how do we do this market? It is the first time to introduce the world's most popular fashion and information elements into our own, and to integrate with China's reality and design the unique lifestyle and style of China. Clothes & Accessories 。

Xia Zhongsen believes that domestic brands need Chinese elements. "Define your brand with a unique and integrated concept of Chinese elements, create a unique and exciting Chinese lifestyle and image, and attract consumers from all over the world to appreciate and love this" Chinese fashion ".