Chinese Clothing Should Be Innovating To Enhance Brand Value.

According to China clothing According to the data released by the association, the number of garment exports in China has been negative for 13 consecutive months. In the face of the complicated world economic situation, garment industry experts have indicated that China's garment industry must strengthen its "soft" strength in order to achieve "hard" development.

Promoting brand value with innovation

"At present, domestic brands rely on their R & D and self creativity to achieve their own height value and positioning." Wuhan Spin Xiong Zhaofei, Dean of College of fashion, said: "if China is to transform itself from a big garment country to a strong garment country, we must pay attention to the creativity of clothing."

According to the data released by the China clothing association, about 10% of high-end clothing is in the clothing market, about 60% of middle and high grade and middle gear, and 30% of low-grade clothing. In the high-end clothing market, international brands occupy about 2/3 status, and the top women's wear area is dominated by international brands. The lack of excellent design ability and the lack of a loud clothing brand is a real problem facing the entire industry.

Chen Dapeng believes that Chinese clothing is absent from the right of fashion discourse, and its root lies in the lack of clothing enterprises' exploitation and play of Chinese culture.

Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd. also believes that constantly innovating, accumulating and depositing Chinese culture is the key to China's clothing brand's gene and upgrading. "However, only Chinese elements are not acceptable. We are facing the international market. We need to innovate in modern fashion language to form a globally recognized Oriental beauty and enhance the voice of international fashion." Miao Hongbing said.

Endogenous motivation to solve external difficulties

According to statistics, the number of garment exports in China continues to grow negatively, and the domestic market needs to be explored. In the 1~9 months of this year, the sales revenue of 14328 Enterprises above designated size increased to 10% from 13% at the beginning of this year.

Since the reform and opening up, the industrial chain of China's garment industry has been very complete. This is also the reason why the industry is still developing well under the impact of the international financial crisis. However, in the face of great changes in the external environment, China's garment industry urgently needs to find a new breakthrough in changing the way of development.

At the 2012 textile and clothing summit held in August this year, Du Yuzhou, honorary president of the China Textile Industry Federation, pointed out that the most important problem we need to solve now is industry confidence. No matter how many unfavorable factors the external environment has, we must rely on endogenous development power to respond positively and tackle tough problems.

Chen Dapeng said that when the traditional advantage declines and the design capability needs to be improved, the integration of industries and the extension of value chain are the inevitable choices for improving the competitiveness of clothing brands.

Chinese clothing brands should extend their innovative antennae to various links including product design, raw material procurement, warehousing and transportation, terminal sales and so on, so as to achieve vertical and efficient integration in the form of group or industrial cluster. And through the integration of the industrial chain, Chinese clothing brands will break through the high value added chain and enhance their overall competitiveness.

Opening new channels to relieve inventory pressure

Wang Qianjin, a senior garment analyst, said that "inventory pressure" is one of the key words of China's clothing industry in 2012. With the release of the 3 quarterly reports of many listed companies, high inventory pressure has also been presented to the public. Data show, including men's wear, women's wear and leisure. Clothes & Accessories Including 22 A share clothing companies, the total inventory in the 3 quarter reached an astonishing 38 billion 175 million yuan. The high inventory pressure has become a sharp sword hanging on the top of many garment enterprises.

Without affecting the brand positioning, Chinese garment enterprises can try to change the channel of operation. Chen Dapeng said that through the establishment of e-commerce platform and innovative store joining mode, the existing clothing marketing methods will be diversified.

Chen Dapeng said, especially the emergence of online customization, so that ordinary consumers also enjoy private custom clothing services, will be a new purchase mode, become a new growth pole of the industry.

In addition, industry experts pointed out that China's clothing brands should strengthen flagship store construction, display innovation and shopping guide services, making the brand positioning clearer and more accurate marketing. "UNIQLO, ZARA, etc." brand When we enter the Chinese market, we introduce the concept of stores and adopt supermarket self-help shopping. Chen Dapeng said.