The Most Urgent Task Of The Clothing Industry Is To Create Its Own Clothing Brand.

Although China's total economy now achieves second of the world, we should see that in a sense, it is "bigger".

Why do we say so? Because many of our enterprises are processing brands for foreign enterprises.

For example, Apple's processing plant, which is located in China today, is China's manufacturing industry and will move to Southeast Asia tomorrow. That's not China.

China has no initiative, so such a big move is passive.

Why is that? Because we lack the internationally known brands.

Therefore, it is very important to create our own brand.

With their own brand, we can have the initiative to really expand.

Brand is the core weapon to participate in international economic competition.

China's dominant market

In the past, our country took "independent innovation" as a national strategy to develop.

We need independent core technology.

However, the core technology needs carriers, and ultimately needs to be put into the product, and ultimately needs to be placed in the brand.

Therefore, I think only "independent innovation" is not enough, but also has "own brand".

This is like two wings of a plane, one can not be less.

I think China should focus on building "two self enterprises" with "independent innovation technology" and "private brand", and the state should include "two self enterprises" in the national strategy.

The state should vigorously advocate the concept of "brand" and give support, encouragement and protection to relevant policies such as taxation, taxation and export, so as to enable more "two self enterprises" in China to rise in the world and realize the fundamental pformation of "made in China" to "made in China" and the economy from big to strong.

In August 2012, after closing the last plant in China, Adidas also terminated its cooperation with 300 Chinese foundries.

In fact, before Adidas, another industry giant Nike had already closed the Chinese production line.

Time goes back, Clarks, K-Swiss, Bakers, etc.

Tycoons have also added production lines in Vietnam and Indonesia.

The "escape" of these foreign brand enterprises has caused great survival crisis to many Chinese generation factories. Why do these foreign enterprises choose to "run away"? Because they are the owners of the brand, whether in China or Vietnam, the dominant power is completely in the hands of Adidas and Nike. Power can not prevent its pformation from the market. Only the gain and loss of the interest measure is the determinant of the choice of different markets.

This choice is cruel. The cruelty is that when a market can not maximize profits for its brand compared with another market, the brand will not hesitate to choose another market that can bring greater benefits to it.

In the face of this harsh reality, we must be vigilant in times of danger. As China's "demographic dividend" has subsided, China's labor costs will continue to rise. When the support of cheap labor is lost, will the attractiveness of China's manufacturing enterprises be stronger? What is more, the question is what we are going to deal with the reality of the continuous increase of labor costs? Where will the huge number of "foundries" go? This is the biggest warning for Adidas and Nike to "escape".

And Nike's "escape" has sounded the alarm for us. Foreign capital is not reliable. Once there is no other market in the market, we will not hesitate to choose to leave.

In addition to adopting measures such as tax reduction and protection of labor rights and interests, it is more important to cultivate a large number of world independent brands with independent innovation capability and core technology.

Only in this way can we have the voice and pricing power in the market economy, and then have the dominant power to divide the market, so that China can make it truly become "China Intelligent Manufacturing".

Independent brand innovation technology

At present, due to the impact of many factors, such as the rising price of raw materials, appreciation of the renminbi and financing difficulties, the cost pressures of private manufacturing enterprises, especially the OEM enterprises, are becoming more and more serious, and the profit margins are getting smaller and smaller, and the development is seriously restricted.

Because of overcapacity, many products are oversupplied, and without core technology, lack of independent brands, serious homogenization of products, and fierce competition, it is difficult for enterprises to absorb pressure through product price increase.

On the one hand, the cost of production is rising. On the one hand, the market competitiveness of enterprises has been weakened. Two, many enterprises have been struggling and even bankrupt.

In fact, this phenomenon appeared after the global economic crisis in 2008. This phenomenon is not accidental, but a result of long-term accumulation.

China is a big manufacturing country, but it is not a manufacturing power, nor is it a "powerful country". Many private enterprises have long relied on the OEM processing of other countries' brands so as to earn meager profits and survive at the lowest end of the market.

It is this small profit that is built on the basis of cheap labor in China. In the fierce market competition, enterprises that neither have independent innovation ability nor have their own brands have no right to speak, nor have pricing power. Naturally, there is no market dominance and competitiveness is weak.

Once the economic environment changes, it is the first to bear the brunt. The economic crisis sweeping across the globe in 2008 has made the short board of these foundries accumulated for a long time, making it difficult for them to survive.

At present, the world economy continues to slump, and our economy is also hard to avoid being hit.

In the face of severe and complex external environment, the red bean group has gone against the trend and maintained its two digit growth for many years.

The reason why red beans can achieve good results is inseparable from the party's good policies and closely related to the independent innovation ability of red bean and its own brand.

A set of data can reflect the innovation ability of red bean: at present, red beans have accumulated more than 1700 patents, and directly create economic benefits of about 2000000000 yuan.

As a traditional manufacturing enterprise, the ability to acquire so many patents shows that the ability of innovation is strong.

Independent innovation and private brand are sharp weapons for international and domestic markets. They are reliable guarantees for reducing consumption, realizing low carbon economy and obtaining high profits. They are also important foundations for stabilizing local economic and social development.

Private brand is the comprehensive embodiment of manpower, material resources, intelligence and culture. It is also the fundamental way to maximize the value of independent innovation, and is the symbol of the strength of an enterprise or even a city or a country.

China's economic aggregate has reached this stage. If we want to catch up with the rest of the world, we must constantly improve the capability of independent innovation and cultivate a large number of independent brands with strong competitiveness in the world.

Brand promotion culture first

How to build your own brand?

The group's operation for more than 20 years can be summarized into two parts: first, technical content and two cultural content.

Technological content is achieved through innovation, and innovation revolves around three elements, namely, talent, platform and input.

Culture is the added value of brand. There is no shortcut for Chinese made culture to catch up with Western brands. It can only play the card of national culture.

For example, fashion red beans created the "seventh evening festival of Acacia" in 2001 with the help of popular Wang Wei's poetry. At first, the outside world did not pay much attention, but red beans persisted for 12 years. Now it has become a common festival for Chinese people, and has also become an important cultural foundation for red bean fashion.

Some economic sociologists say that in a sense, the current "big" of China's economy is passive, and some aspects are "big".

Because many of our manufacturing industries are working for foreign brands, consuming China's cheap labor force and resources and environment. We have a very high export volume in name, but the main profits are obtained by foreign brands.

Therefore, if China does not have a large number of "two self enterprises", it will be difficult for China's economy to be respected internationally, and it is also difficult to get rid of international trade barriers.

With the development of China's economy, it is not only urgent but also possible to cultivate a large number of "two self enterprises" with strong global competitiveness from the national level.

We have a huge economic aggregate based on the accumulation of many years of self initiated brand building by many enterprises. As long as the state guides and enterprises persevere, we will create more and more world-class "two self enterprises".