Value: The Main Body Of Reengineering Competitiveness

With the deepening of economic globalization and international division of labor, the global garment industry has increasingly integrated into the global value chain dominated by multinational corporations.

Developed countries rely on the advantages of advanced production factors such as capital, technology and information, focusing on high-end links such as fabric research and development, manufacturing technology innovation, channel construction and brand marketing, while developing countries only take advantage of labor intensive comparative advantage to participate in the low end production chain of value chain.

At present, although China's garment industry has relatively good supporting capabilities, the lack of advanced production factors such as capital, technology, management and high-quality labor force makes the R & D and brand operation ability of enterprises in general weak, and only the low value production chain of value chain can be selected first.

But in recent years, with the increase of labor costs, the rising price of raw materials and the appreciation of the renminbi, the low cost era of China's manufacturing has been fading away, and seeking new ways is inevitable.

Michael Porter's "value chain" theory of Harvard University Business School reveals that the competition between enterprises and enterprises is not only a competition of a certain link, but a competition of the whole value chain, and the comprehensive competitiveness of the entire value chain determines the competitiveness of enterprises.

Potter believes that "the value of consumers' mind is composed of a series of internal material and technological specific activities and profits. When you compete with other enterprises, they are actually competing within a number of activities, rather than competing in an activity."

Therefore, China's garment industry needs strategic pformation and needs to be molded from the industrial chain to the value chain.

"Soft power! Our comprehensive hard power is not bad.

The core of value creation is soft power, that is, brand value.

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

Chen Dapeng pointed out that now the industry is facing pformation and upgrading, from a big manufacturing country to a powerful country, from quantity manufacturing to value creation.

"Only through the value creation of the industrial chain can the garment industry go to the high end of the value chain. This is the upgrading process of the industrial chain, as well as the process of improving and building the value chain."

The value of the past is mainly the value of tangible assets, that is, factories, labor, machinery, and so on, and also extends the market scale and capacity output.

The value economy also includes brand reputation, environmental friendliness, resource control, fashion guidance, and market discourse power. These are the goals pursued by the strong nation building, and also the embodiment of the value of the garment industry in the process of social development.

Italy's high-end men's wear brand Zegna has been growing and recognized worldwide since its inception.

Gildo, one of Zegna's clothing production and sales CEO, said: "this is because we have always focused on the basic elements of quality in terms of 360 degrees, including products, services, internal and external communication management, creativity and innovation, which are applied to all levels of supply chain: from raw material procurement to clothing in exclusive stores."

The reason why Anta can now become the leading brand of China's sports apparel industry is also because Anta founder Ding Zhizhong's colleagues in Jinjiang are still struggling with the international sports brand order, creating their own Anta brand. The core business of the company turns to brand management, pforming from production management enterprise to brand management enterprise.

And step by step in sports products design, procurement, production, logistics, brand, sales and other links quietly layout, lock all aspects of the value chain, to achieve their profit portfolio, pricing strategy and other aspects of the industry's right to speak.

"In the process of industrial upgrading and market shuffling, we can only become managers of value chain, and our profit combination and pricing strategy can form competitiveness."

Ding Zhizhong said.

In fact, with the advent of global economic integration, competition between enterprises and enterprises has changed from "product innovation" to a more systematic sense, which runs through the "integrated innovation" competition of the whole industry chain.

In order to get rid of the low end, China's garment industry must take the road of integrated innovation, pform the industrial chain into value chain, break the division of the original industrial chain, establish the strategic layout thinking of the industrial chain, and extend the innovative touch to vertical and efficient integration, including product design, raw material procurement, warehousing and pportation, order processing, wholesale operation and terminal retail.

Only by taking management standard and strength oriented enterprises as the core, taking benchmarking brand as the core, gathering industrial manufacturing power through resource integration, linking the capacity of small and medium-sized enterprises around market demand.

Under the condition that assets ownership and equipment production areas are unchanged, we can pform the business mode and closely integrate the upstream and downstream cooperative relations, so that we can create a textile and garment industrial ecological chain in the scientific division of labor alliance and rapidly improve the efficiency of Chinese garment manufacturing.

Nowadays, more and more enterprises have the commonalities of extending the industrial chain, increasing the added value of products and innovating marketing methods.

This is the main direction for the development of garment enterprises at present and for some time to come.

At present, Chinese garment enterprises are also integrating horizontal industry resources at home and abroad, optimizing their vertical industrial chain configuration, reducing production costs, increasing product added value, and accelerating the integration of China's garment industry and international fashion industry.

YOUNGOR not only owns raw material production base, printing and dyeing plant, cotton mill, garment manufacturing plant, logistics center and sales entity shop, but also holds the circulation of information in the industrial chain.

YOUNGOR cultivated its own cotton field in Xinjiang, producing the top Xinjiang long staple cotton, meeting its 95% raw material demand, avoiding the severe fluctuation of cotton prices and ensuring its quality and quantity.

At present,

With more than 2000 retail terminals, the fabric and design are differentiated by infiltrating upstream and downstream industries.

YOUNGOR highly shares information of all sectors, improves the speed of reflecting to the upstream industry, so as to control the terminal and stabilize market sales.

Nanshan provides a one-stop solution for customers from "worsted fabric design to advanced garment production". The one-stop service of the system will minimize the intermediate operation of customers and guarantee the quality of products to the greatest extent. The Hengli Chemical fiber Limited by Share Ltd of Jiangsu has formed a large-scale product development in the whole product development, building a team around the benefits, focusing on product development, positioning accurately, and planning products very well.

In the aspect of women's fabrics and worsted fabrics, various innovative teams have been established around product development, and technological innovation centers, popular trend research centers, quality management centers and rapid reaction centers have been set up to plan product development and innovation very orderly.

Lixin group has invested hundreds of millions of yuan in the development and marketing of fashion women's clothing and the brand operation of home textile textile gifts by virtue of its advantages in weaving, dyeing, finishing and fabric trade.

To achieve the purpose of becoming a supplier of Chinese brand woven women's ODM (original design manufacturer), and from the cold resistant clothing fabric (China) group, there are only 120 looms manufacturing capacity, but they use the resources of social fabric enterprises to run 2000 looms business, achieving an annual sales of 700 million yuan.

Have

The resources of Guangdong, the company of bryin finen, and the Korean designers who have the creative power of design, make a brand of "Bi brink" Golf costume.

Xie Bingzheng, chairman of the brand, said that "the original brand of Chinese clothing should go to the world. Only by fully integrating design and creative resources, marketing resources, human resources and even the advantages of international capital can we promote the rapid development of enterprises."

In the face of the increasing internationalization of the domestic market and the accelerated pace of internationalization of Chinese brands, the cooperation between Chinese garment enterprises and international industries has become increasingly common.

Gathering the power of innovation in the industry, whether enterprise mode innovation, brand mode innovation, and the following channel innovation, product innovation, cultural innovation and so on, will emerge in an endless stream of industries, enterprises and markets. The breadth and dimension of China's garment enterprises to expand the market will also be broader.

Facing the world

In a disadvantageous position in the value chain, Chinese garment enterprises are taking the courage to rebuild the value chain and change their position in the value chain, so that Chinese clothing brands can truly win respect.

If this is the beginning of the awakening of Chinese fashion power, this is the beginning of the resource integration of China's garment industry, which is the beginning of promoting the garment industry to become stronger.

Then, we have reason to believe that more and more enterprises and brands will integrate their resources into the Chinese apparel industry chain under the assembly of "value innovation". In the cooperation, mutual aid and win win of industrial resources, we will change the weaknesses of our production and operation in the shortest time, the lowest cost and the highest efficiency, so as to realize the formation of the value chain.