Domestic Garment Market Has Become A Brand Incubator.

Statistics from January 2012 to September show that China clothing The performance indicators of enterprises showed a downward trend. Xie Qing, Deputy Secretary General of the China clothing association, held in the "2012 China Fashion growth brand cultivation and Development Forum" held in Haicheng, Liaoning Province, said: "domestic sales are growing at a low speed, and the sales of domestic clothing in the short and medium term may not be much improved. By the second half of next year, the domestic sales of clothing will be boosted."

At the same time, in the process of the ecological construction of clothing brand in China, Spin Garment industry cluster and professional market have become the most important incubation base of Chinese clothing brand. Its brand incubation function has been recognized by the industry more and more.

Increasingly fierce competition in clothing brands at home and abroad

The sales data of 3000 retail enterprises that the Ministry of Commerce focused on monitoring also showed that since 2012, clothing consumption growth has been slow, and growth has been declining month by month. By September, the average sales volume of clothing sales of large retail enterprises was 6.8%, an increase of 16.5 percentage points from the same period last year. According to the National Bureau of statistics, from January 2012 to September, the above retail enterprises (units) clothing shoes Retail sales of hats, needles and textile commodities increased by 17.8% over the same period last year, and remained at a relatively low level. Compared with last year's growth of 24.8%, the overall growth rate was obviously low.

On the export side, according to China Customs statistics, from January 2012 to September, China's total export of clothing and accessories reached 116 billion 787 million US dollars, up 1.35% from the same period last year, and the number of exports was 21 billion 578 million, down 2.91% from the same period last year. "It is estimated that by the end of the year, China's clothing exports will increase slightly compared with the same period last year, and the number of exports will decline, and exports will decline in 2013." Xie Qing said.

However, the competition intensity of clothing brands at home and abroad has not weakened. At present, there are about 1.5 garment enterprises in China above scale and 400 thousand registered trademarks. Most of the nearly 10 garment brand enterprises in China are small and medium-sized brands with weaker market competitiveness, which occupy a higher market share in the domestic and low-end clothing market.

At the same time, China's local garment enterprises have grown up and a number of garment enterprises with brand value and larger brand appeal have emerged. At present, nearly 100 brands of clothing have been sold in the domestic market for over 1 billion yuan last year, and a number of excellent clothing independent brands such as YOUNGOR have come to the fore.

"But we should see that the structural adjustment and transformation and upgrading of the industry are steadily advancing, and the risks of the industry are also being reduced, and the development of the whole industry will continue to improve." Qian Jin, vice president of Circulation Association of China Textile Industry Federation, said that China's textile and garment industry should strive to achieve its new goal in the next 5 to 10 years in its own brand building, that is, to cultivate more than 100 regional brands covering the entire textile industry chain and cultivate thousands of well-known brand enterprises.

Professional market has become brand incubator

The trend of the competitiveness of China's garment industry from low cost to efficiency and brand advantage is becoming more and more obvious. In one piece Brand clothing In the value structure, garment processing accounts for only 10% to 20%, while the value from the channel accounts for at least 1/4. Therefore, "channel is king" has gained more recognition in the garment industry in recent two years. At present, many operators are worried about optimizing brand channels. In fact, channel building is an important means to promote brand communication. Many brands are slow to lose in the channel link. 　

The reporter understands that China's clothing retailing is mainly composed of three channels: department stores, brand stores and clothing professional markets. In China's clothing industry, more powerful brands, flagship stores and franchised stores are located in important commercial blocks and main department stores, and have been rapidly distributed through professional market circulation hub. Tens of thousands of entrepreneurial and new small and medium-sized clothing brands have been created in many industrial clusters and specialized market clusters with resources gathering, dealers gathering, and entrepreneurship.

Jin Lucheng, executive deputy director of the wholesale market development committee of the China Market Association, told the China Commercial Daily reporter that as one of the important channels of China's clothing retailing, the clothing professional market is the fertile land for small and medium-sized micro enterprises to start their own businesses. It is also the hub for distributors to gather. The forefront of popular trends and consumption trends has been playing the role of incubator, cradle and booster in the growth of clothing brands. Tens of thousands of entrepreneurial and innovative clothing brands have taken root, sprout, grow and grow in a large number of clusters of resources, industrial clusters and specialized markets gathered by dealers.

Judging from the development in recent years, the textile and garment industry clusters and professional markets all over the country have hatched some famous clothing brands with nationwide influence. Its brand incubation function has been recognized by the industry more and more, and is known as the "brand incubator base" by the industry. {page_break}

Since the reform and opening up, Haicheng has first developed a number of well-known professional markets represented by Xi Liu clothing and South Taiwan luggage and bags. Through unremitting efforts, as the leader of Haicheng textile and garment industry, the market of Xi Liu clothing has now developed into the second major garment wholesale market in China.

Reporters learned that the brands such as Paizi Taizi were excellent brands hatched through the professional market. There are many similar brands in the clothing market across the country. Through years of taking root in the professional market and relying on various conveniences provided by the professional market, the merchants who originally existed in the wholesale business gradually embarked on the road of clothing brand management.

"Relying on the professional market, the annual sales volume of the park is increased at a geometric level, and customer satisfaction has been maintained at over 95% every year." Yang Jie, founder of Bai Xian prince, said.

"Clothing specialty market As an important circulation platform in the development of industry, it is a stage for small and medium-sized garment enterprises to grow and develop. Yang Jizhao, vice president of the China Textile Industry Federation, said that in recent years, there are a number of unique professional market clusters that have promoted the rapid development of Liaoning's textile and garment industrial clusters and promoted the steady growth of Liaoning's textile economy.