Brand Promotion Is The Key To The Next Development Of Chongqing Clothing Industry

A few days ago, Alex Fong, a famous actor in Hongkong, "airborne" Chongqing to speak for "Duan Xi suit".

This is Chongqing school.

For the first time in more than 20 years, enterprises have invited first line stars to endorse.

In recent years, there are many large areas in the country.

Wholesale market, Chongqing clothing has been a scene of mad rob, quality word of mouth is self-evident.

But at present, there are only more than 3000 famous clothing companies in Chongqing.

Such embarrassment makes Chongqing garment enterprises have to make up the lesson of brand promotion.

In November 20th, eight kilometers in the Banan district and nearly 3000 square meters in the workshop of Chongqing Sen Peng Clothing Co., nearly 100 workers were working hard to make up a batch of orders that have just been received.

As the new year approached, many garment enterprises in Chongqing received the same supplement as Sen Peng.

Wholesale favored

Chongqing style clothes were "robbed"

The famous clothing distribution center in Beijing, Dahongmen, the wholesale market of garments in Dahongmen, is not yet clear. The goods coming from all over the country have begun to sweep up the goods. Many "stalls" have been packed with water, and the clothes made in Chongqing are being snapped up.

"You see that the robbed" explosion "must be Chongqing clothing.

Cheng Qifei, vice president of Chongqing Federation of industry and commerce, said that in the wholesalers, Chongqing clothing has a very good reputation. As long as there are wholesale clothing market and clothing agents, there are Chongqing style clothes.

This is very good evidence in Beijing Dahongmen clothing wholesale market.

Here is the third, fourth, fifth storey building, operating the 25~45 year old women's dress coat shop 60% sold in Chongqing goods.

"Most of the clothes in the Chaotianmen market are sold out of the city and less than 1% in the local market," said Duan Yuanhong, the head of the suit.

Reputation is not loud.

Selling much profit is very thin.

However, compared with the supply and demand of wholesale links, the brand of Chongqing clothing has few impressions in the minds of consumers.

Reporters interviewed 15 people in nine districts, including Nan'an District, Yuzhong district and Dadukou District. 14 of them thought of "Duan Xi suit". Others mentioned brand names such as tree king, Tian pie, Golden Jazz, Ziyun and so on.

But 15 people mentioned less than ten brands.

"In fact, there is little difference between Chongqing's clothing products and coastal areas, but the number of famous brands is much less."

Chen Shangfu, Secretary General of Chongqing garment industry association, said that at present, more than 2000 clothing enterprises in Chongqing have their own brands, but the well-known trademarks only have one "golden Cora", and the famous trademarks are only more than 10, such as Duan Ji, Shu Wang and Tian Ge.

It is reported that the total output value of Chongqing's clothing industry has increased from 4 billion 300 million yuan to 22 billion yuan in 2011, and about 200000 people are engaged in clothing production and sales.

At present, there are more than 3000 garment enterprises in Chongqing, of which more than 700 have an annual output value of more than 20 million yuan.

"In recent years, the annual output value of garment industry is increasing at an average rate of 23%."

Chen Shangfu said that at present, the clothing industry in Chongqing ranks the middle in the whole country.

However, the lack of gold content and the low price of the brand make Chongqing's clothing industry embarrassed by "more hair and less meat".

"The average profit of Chongqing garment enterprises is only about 15%."

Cheng Qifei said that this profit is very thin, and has no brand value.

Exchange card in the field

Return to Chongqing doubled

Qiu Linlin, who enters the workplace, is also very smart. When he is free, he goes to the boutique of the Guanyin Bridge business circle, and he can scour several beautiful things every time.

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"Guangdong brand, although the price is high, but the quality is good."

She said that these clothes are more unique than the shopping malls, and it is not easy to wear them out.

But Qiu Linlin did not know that many of the clothes she bought were actually made in Chongqing.

"Clothes produced in Chongqing, go around the country for a tag, double the purchase price and return to Chongqing for sale."

Jiangbei business district, a female boutique owner who declined to be named, told reporters that this is no longer a secret in the industry. For example, a dress, Chongqing factory price as long as 150 yuan, wholesale to Guangdong after changing the bid, the price will rise to more than 300 yuan.

Sometimes, they will encounter the main brand and the tag of the clothes instead of the brand names, but the washing label is still made by the Chongqing manufacturer.

For this, they are also very helpless, although the price is high, but for Guangdong and other foreign brands, it is better to sell.

Reason

Wholesale disadvantageous brand small brand promotion lag

Among agents and consumers, Chongqing clothing suffers from the embarrassment of "ice and fire" and "more hair and less meat", which is closely related to its sales mode.

"In the clothing industry, the profit of an enterprise is made up of three parts, which are exclusive stores, shopping centers and wholesale markets."

Duan Yuanhong, the head of Western-style clothes, told reporters that the good operation of the store is the main way to make profits; the market is the brand; the wholesale market is small profits but quick turnover.

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"60% of clothing sales in Chongqing come from wholesale business."

Cheng Qifei, vice president of Chongqing chamber of Commerce and industry (General Chamber of Commerce) textile and Garment Association, said that 80% of Chongqing's clothing enterprises are mainly wholesale.

This sales mode makes the popularity of Chongqing clothing brand only stay at the agent level, and does not establish the consumer's awareness of the brand, so it is difficult to form a consumer's normal dependence purchase.

"The degree of clustering is not high, and it is also one of the reasons why the brand effect is not easy to highlight."

Cheng Qifei said, Chongqing clothing enterprises scattered in various parts of the main city, and even in the surrounding districts and counties also have a lot of layout, but not formed on the scale of the park, clothing city and so on.

"Lack of brand promotion is the most fatal problem."

Duan Yuanhong, the head of Western-style clothes, said that the popularity of Yu faction clothing was not as good as some of the old brands in China, but not in the quality.

"We only focused on the quality of products before, but we lacked brand packaging."

Duan Yuanhong said that Duan's suit was once designated by the mayors summit of the Asia Pacific City. Although many honors were obtained, the cost of brand packaging was very low, resulting in others.

Visibility is not enough in competition.

Zhang Houying, chairman of Daxing children's products Co., Ltd. said that at present, her brand promotion fee of about 2000000 a year has already been counted in Chongqing.

"The cost of brand promotion is relatively high. Take the upcoming eighth garment festival in Chongqing as an example, although the government does not charge booth fees, the cost of booth design should be about 200000."

Zhang Houying said small businesses would be unable to bear the cost.

Cheng Qifei said that most enterprises have only about 100 people, and there are not many enterprises with more than 500 people.

And tens of thousands of garment enterprises across the country are everywhere.

Countermeasures

Celebrity endorsement, "packaging class", brand creation, government award

In November 11th, the famous actor Alex Fong of Hongkong "airborne" Chongqing to speak for "Duan Xi suit".

Duan Ji suit became the first clothing company in Chongqing to invite Hong Kong and Taiwan stars to endorse.

This caused a lot of "earthquake" in Chongqing's clothing industry.

"We have prepared for nearly two years, with a total investment of nearly 20 million yuan."

Duan Yuanhong said, next, he will also focus on advertising in CCTV, provincial and municipal satellite TV.

The reporter learned from the Chongqing Federation of industry and Commerce textile and garment manufacturers, at present, many garment enterprises are also brewing the first line of domestic movie stars to endorse, to make up the brand packaging lesson.

At the same time, the government is also building brand for enterprises.

In May this year, the municipal government issued the "opinions on further accelerating the development of the garment industry", which, by 2015,

Clothing sales revenue exceeds 135 billion yuan, an average annual growth rate of more than 25%; cultivate more than 1 billion yuan of annual sales revenue of more than 10 enterprises; create well-known trademarks in China 3~5......

In order to achieve the above goals, the opinions stipulate that enterprises have incentives to create famous brands, famous trademarks and well-known trademarks, and garment enterprises can also enjoy the subsidy of booth fees if they participate in domestic and international exhibitions.

At the same time, the retail stores sell Chongqing clothing. If the sales volume enters the top ten of the shopping mall, the government also has special funds reward.

"The relevant government departments will also set up platforms for enterprises to develop domestic and foreign markets."

Chen Shangfu said that in order to promote Chongqing's clothing brand, this year, the government organized enterprises to participate in the exhibition in Hangzhou, Shenzhen, Xinjiang and other places. "Going out" at least increased 1 billion 300 million orders for the garment enterprises in Chongqing.

Promoting brand cluster and improving industrial chain through e-commerce

"The e-commerce of Chongqing garment enterprises is just beginning."

Cheng Qifei, vice president of Chongqing Federation of Commerce and textiles, believes that e-commerce can become an effective means to improve the brand of Chongqing faction.

He believes that the development of e-commerce in warehouses, franchised stores and distribution, finance, production and office automation systems should be a reference for Chongqing apparel companies.

At the same time, data from the China e-commerce development report show that e-commerce pactions in China amounted to 5 trillion and 880 billion yuan in 2011, an increase of 29.2% over the same period last year.

"Developing e-commerce is the general trend."

Cheng Qifei said they hope that the government will introduce some supporting policies in the development of e-commerce, and cultivate leading enterprises to drive the development of the whole industry.

In April last year, Cheng Qi Fei founded two e-commerce companies, one specializing in Chongqing clothing and the other selling its own brand.

"Sell one hundred or two hundred pieces a day."

Cheng Qifei said that the two companies invested more than 2 million in three months.

"The development of garment enterprises in the way of industrial parks can improve the industrial chain and play a great role in the normalization, complementarity and promotion of enterprises."

Chen Shangfu said that the "Chongqing China" built by the enterprises themselves raised funds in the development area of the Maliu Yanjiang Development Zone.

"After completion, it can accommodate more than 3000 enterprises, and will promote the development of Chongqing's garment industry to cluster, scale and brand.