Promoting The Growth Of China'S Clothing Brand -- Domestic Sales

It was learned that under the long-term downturn of exports, China's clothing industry actively explored the domestic market, and the effect was remarkable.

In 2011, the total retail sales of clothing enterprises above designated size were 795 billion 500 million yuan, an increase of 24.2% over the same period last year.

According to the data of China Federation of textile industry, in the 1-9 months of this year, China's clothing exports totaled 116 billion 787 million US dollars, up 1.35% from the same period last year.

Wang Tiankai, President of China Federation of textile industry, said that Chinese clothing enterprises are facing more complicated problems.

Potential.

The growth of demand in the international market will still be weak, and the shortage of demand, competition pressure and trade frictions faced by export enterprises will become more prominent.

The tight external environment will form a market forced mechanism, and the pformation and upgrading of enterprises will be imminent.

"Opening up the domestic consumer market has become the focus of clothing industry, especially the breakthrough of clothing brands."

Chen Dapeng, executive vice president of China Apparel Association, said.

China Textile union "2010-2011 years of China clothing home textiles self brand survey" results show that 614 of the sample enterprises 93.4% of the sales revenue from the domestic market.

In recent years, the industry has been constantly adjusting.

It has increased from nearly 700 billion yuan in 2005 to over 14000 billion yuan in 2011, and the clothing consumption of residents has increased by more than 14% annually.

The domestic market will continue to play a primary role in supporting the apparel industry.

Chen Dapeng said that in addition to channel construction and market development, the development of China's clothing independent brand still needs to focus on improving core competitiveness.

"

We have the most complete industrial chain, the most skilled workers and the most advanced production equipment in the world, but our brand is not global. "

Chen Dapeng said that at present, China's clothing brands are mainly concentrated in the middle and low end, and the soft power needed to support the development of high-end brands is not strong.

The characteristics of the brand system are not perfect, the characteristics are not outstanding, the homogenization competition is obvious, and the sustainable development ability is poor.

Industry experts suggest that at the enterprise level, we should increase innovation and raise the technological and cultural content of the brand.

We should build an industrial chain integrating design, fabric and channels to enhance the overall competitiveness of the independent brand.

At the industry level, efforts should be made to build three-dimensional, linkage and complementary brand ecosystem to form a joint effort to promote the development of domestic clothing brands.