Pinghu Clothing Has Quietly Sounded The Horn Of "Brand War"

"I registered the trademark seven years ago and kept it for a long time. This time it will be of great use." Recently, Huang Jinlian took out a sample of the enterprise "logo" designed by a professional planning company and proudly told reporters that he was going to spend three years first to gradually open his own in some key cities Brand clothing Franchised shop, and then find someone to process for you.

Huang Jinlian is the chairman of Pinghu Xinkailai Garment Co., Ltd., whose annual output value is about 50 million yuan, and the scale of Pinghu garment enterprises is only medium. His idea is just the "consensus" of the whole clothing industry in Pinghu at present: many clothing enterprises in Pinghu are "taking" out the dusty trademarks from the folders, trying to seize the vast market that was ignored because of their focus on "working for others" with brands.

　 84.9% of trademarks were shelved

It is reported that Pinghu is a national Clothing industry One of the three major cities. Since the 1980s, it has more than 2000 garment enterprises and is the largest foreign trade garment production base in China. In 2002, it was named "China's Famous Export Garment Manufacturing City". However, the word "manufacturing" really reflects the embarrassment of Pinghu: Pinghu is famous for making clothes, not cultivating clothing brands.

Why is this so? Pinghu A survey provided by the Municipal Administration of Industry and Commerce partly answered this question. According to incomplete statistics, the whole clothing industry in Pinghu has 330 trademarks, but only 50 are in use. The trademark idle rate has reached 84.9%, ranking first in all industries in the city. "In fact, Pinghu Clothing has its own trademark, but most of them are idle," said the person concerned.

　　 "Processing fees" earn little

When most of the registered trademarks are shelved, Pinghu garment enterprises can only OEM for others to earn meager and hard "processing fees". However, more than 90% of Pinghu garments for export processing feel a bit difficult in the exchange rate change between the RMB and the US dollar.

There are two sets of data that deserve attention. The data provided by Pinghu Economic and Trade Bureau shows that in 2005, 270 enterprises above designated size in the city achieved sales revenue of 9.65 billion yuan, but the profit was only 320 million yuan, with a profit margin of only 3.3%.

In addition, the data provided by the local clothing industry association shows that the sales profit margin of enterprises producing low-end products is about 2%, that of middle and high-end products is about 5%, and that of high-end products is about 10%. By the end of 2005, the RMB had appreciated 2.49% against the US dollar.

This shows that 2% of the profits of low-grade export product manufacturers will also go to waste. "Moreover, the garment processing industry is becoming more and more difficult to do." A clothing business owner in Pinghu said that because the labor costs in Pinghu are increasing year by year, many processing orders have shifted to Southeast Asia and the central and western regions of China.

　 Fashion Cities Rise up "Brand War"

In fact, there are also some well-known brands in Pinghu clothing industry, such as "Joan Malrault", "Yaxin", "Paiyu", "Yuelaichun", etc., but in the national clothing industry, these are only regional brands, far from reaching the height of national brands or world brands.

However, Pinghu Clothing has quietly sounded the horn of "brand war". Like the "Yijialin" brand clothing of Zhejiang Yiaifu Textile Co., Ltd. in the "new army", on the evening of May 20 this year, it was worn by more than 400 Shanghai athletes who participated in the opening ceremony of the third national sports conference, which attracted national attention.

However, the "old powerful force" is not willing to be outdone. For example, the manufacturers of the knitted clothing domestic brand "Yuelaichun" frequently put advertisements in major domestic media to improve market popularity; The "Yaxin" windbreaker series products created by Yaxin Industrial Co., Ltd. won the "Double Top Ten" Brand Award of the 11th Dalian International Clothing Expo and the Gold Award of Shanghai International Clothing Expo, becoming the leader of the windbreaker series products in China.

All these are pointing to the goal of creating a national brand or even a world brand belonging to Pinghu people.