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Zhengzhou'S Women'S Trousers Industry Rises Vigorously And Leads The National Market.

2013/2/22 9:52:00 27

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Fashion Industry Zhengzhou Women'S Trousers

Henan's hair products industry and women's trousers industry are all characteristic industries in Henan. There are similarities and differences between the two industries.

the experience of the brand internationalization of the hair products industry, such as how to innovate, how to upgrade the brand, and how to protect the intellectual property, is worthy of reference and reference from the clothing industry in Zhengzhou.

over the years, < a href= "http://www.91se91.com/news/index_f.asp" > Zhengzhou women's trousers < /a > although once wandered in confusion, they never gave up their dreams and hopes.

now, in the face of a new round of fierce competition, how much confidence does Zhengzhou want to build "the city of Chinese women's pants"? Can the Zhengzhou women's trousers continue to play the role of a leader? "/p >

although it is still necessary for Zhengzhou women's trousers to rise to the forefront of international brands, there is no lack of examples around them. For example, Xuchang Rebecca hair products Co., Ltd., known as the world's top fashion provider, is of reference value.

"P", as the first stock in the global hair products industry, plays the role of global monopolist in the international hair products industry.

The secret of its growth may have positive implications for Zhengzhou's women's trousers industry, which also has great dreams.

why is the hair product "King" .

"P", known as the "fashion on the head" wigs, has become a huge industry.

At the moment, the haze of the international financial crisis has not subsided, and in the backdrop of the sluggish export of many light industrial products, China's hair products industry still maintains a strong export trend.

More than 90% of the P > Rebecca's income comes from overseas, and 3 of every 5 wigs are its products.

In 2010, there were 1 enterprises in Xuchang, which achieved over $200 million in annual exports, and 3 in over 70 million US dollars, while 17 in over 10 million US dollars.

"P", "the first lady of the United States", Michel Obama is its guest. Former Prime Minister Berlusconi of Italy is its guest. Former Secretary of state Rice and famous Chinese broadcaster Zhao Zhongxiang Dai are all wig made in Xuchang.

Xuchang has certain advantages in developing characteristic industries of hair products.

first, Xuchang has a solid foundation for hair products industry.

A large number of people with rich experience in purchasing and processing have been trained.

Its raw material acquisition network is all over the country, and there is a 100 thousand person hair processing team.

secondly, the international competitiveness of hair products is largely due to strong brand strength and technological strength.

In Xuchang, there are not only the R & D platform of "state-level enterprise technology center" and "post doctoral research station", but also the academicians and professors of the Chinese Academy of engineering as the general technical advisor, introducing the doctoral technicians of biological, chemical, polymer materials, automation and other related specialties, forming the echelon of technical personnel of hair products.

again, a batch of brand enterprises have been cultivated, forming the scale effect.

At present, Xuchang has registered 240 import and export operation rights, and the total output value of finished products reached 14 billion 600 million yuan in 2010.

According to customs statistics, in 2010, Xuchang's hair products exported 920 million US dollars, an increase of 27% over the same period last year, accounting for 60% of the total export volume of the country's products.

for the local hair products leading enterprise, Rebecca, besides the strong support of the enterprise system and the corporate culture, it also did fairly well in the protection of intellectual property rights.

in fact, at first, Rebecca did not own its own brand. It only made OEM processing for the local dealers in the United States, so a lot of profits were made by foreign distributors, and at the same time, it was often overpriced by customers at home and abroad.

In order to break this unfair pattern and win the international voice, in 1999, Rebecca made the brand promotion strategy and determined to take the road of brand. P

After "P", Rebecca has its own brand, but there is a new distress: the company invested heavily in research and development products, but it was unscrupulously copied and sold by some small businesses overnight.

As a result, an intellectual property patent defense war began in the whole industry.

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Zheng Youquan, chairman of Rebecca, realized that only by "spending insurance" on the results that he had spent huge sums of money, can p solve the problem of counterfeiting of small businesses and take the initiative in a gradually standardized market economy.

although the hair products industry is a labor-intensive industry, Rebecca still attaches great importance to management innovation, technological innovation and cultural innovation, and at large does not hesitate to invest a lot of manpower, money and material resources.

But more importantly, they form the patent protection chain based on the key and core technology of the company, and occupy the market by using knowledge patents.

in fact, Rebecca's intellectual property protection has made great achievements.

One of the most convincing evidence is that the company is now a maker of industry standards, and the national hair products industry standards committee is located in the company.

although Rebecca proposed to build its own brand in 2005, the international enterprise group was the primary goal.

But as early as 2001, Rebecca's own brand NOBLE had entered the African market.

Today, "NOBLE" has become a well-known brand in the African hair products market, with a market share of about 30%.

In 2004, Rebecca successfully created a "SLEEK" high-end brand in Europe through a joint venture, and its share in the European market has reached 17%.

At the same time, Rebecca is speeding up along the way to build an international brand. P

According to Rebecca, Nigeria and Garner in Africa built chemical fiber braid production line, and will realize production in March this year.

After more than 20 years of development, Rebecca has successfully realized its magnificent pformation to international brand retail enterprises from the traditional export processing enterprises.

the short board of Zhengzhou women's trousers is .

Henan's hair products industry and women's trousers industry are all characteristic industries in Henan. There are similarities and differences between the two industries.

for example, the market of the hair products industry in Henan is 95% in the international market, while the market for Zhengzhou's trousers is 95% in the domestic market. The hair products industry in Henan occupies the top of the whole industrial chain and has a monopoly position in the international market, while the Zhengzhou women's trousers industry is still in the middle reaches or even the middle and lower reaches of the industrial chain, so it does not have a monopoly position.

besides, the hair products industry in Henan is the maker of international standards for products, and has strong voice, while Zhengzhou women's trousers also lack the right to speak. The Henan hair products industry has a leading enterprise, Rebecca and even world-class enterprises, and there are no world-class brand enterprises in Zhengzhou's women's trousers industry, but there are some large but not strong enterprises in the rising stage and are in a melee. In addition, Henan's hair products industry giant has strong innovation ability and pays attention to the protection of intellectual property rights, while Zhengzhou women's pants are slightly inadequate in terms of innovation and protection of intellectual property rights.

The experience of brand internationalization of a href= "http://www.91se91.com/news/index_c.asp" > industry < /a >, such as how to innovate, how to upgrade brand and how to protect intellectual property, is worthy of reference and reference from Zhengzhou's clothing industry.

in fact, in recent years, the garment industry in Henan, especially the Zhengzhou women's trousers industry, has been rising vigorously. A huge industrial cluster of thousands of enterprises has emerged, which has successfully occupied half of the country and led the national market.

But from the scale and brand value, M·SUYA, Ya Li Da, ESEY and other women's trousers brand is a well deserved representative.

Zhengzhou women's trousers went through a brief exploratory period at the end of the last century, replacing Wuhan since 2002, becoming the second largest production base for women's trousers next to Guangzhou.

By 2004, Zhengzhou chemical fiber trousers had surpassed the leader of Guangzhou, and became the overlord, occupying half of the country.

although Zhengzhou has made great achievements in women's trousers industry, some advantages have been further highlighted, but there are also many problems in the rapid development of the whole industry.

first, the homogenization of Zhengzhou women's pants products is more serious. The crux is that you copy me, I copy you, "inbreeding".

Many enterprises are blindly pursuing quantity, but they neglect quality. This also causes price competition among enterprises, resulting in a low price level.

At present, most of the prices of women's trousers in Zhengzhou are between 100 yuan and 300 yuan, while the international famous brands can sell more than 2000 yuan, which is 10~20 times the price of Zhengzhou women's trousers.

"They are brand names on the surface, but they sell the price of second tier brands or even three line brands."

One industry insider told reporters.

in the domestic garment industry, many enterprises have complementary advantages and differentiated competition, which is beneficial to the healthy and stable development of every enterprise and even the whole industry.

An industry expert told reporters: "most enterprises' innovation power (310328, fund bar) is insufficient, and the fundamental reason is that intellectual property rights can not be effectively protected."

secondly, another short board of Zhengzhou women's trousers is the industrial chain.

We all want to take the differentiated Road, but we lack the distinctive and high-grade surface accessories.

"Next step is that Zhengzhou should upgrade on the basis of the existing industrial chain so as to promote the industrial agglomeration effect.

The specific method is that the key supporting surface accessories and dyeing and finishing links should be purchased from abroad to local production, so as to realize the one-stop service of R & D, production and marketing of surface accessories and dyeing and finishing.

At the same time, we should strengthen the links of all links in the industrial chain, and ultimately achieve a complete, tight and flexible industrial chain.

The industry expert told reporters.

in fact, the production and sales volume of Zhengzhou women's trousers has increased rapidly in recent years, but some problems of accessories are difficult to solve.

Chen Yongbin, the chairman of M·SUYA show, also said that the Zhengzhou women's trousers were homogenized, mainly due to fabric.

If the world-class accessories are introduced into Zhengzhou, the problems of fashion information and fashion trends will be solved. The serious problems of homogenization among enterprises will be solved.

there is also a short board that is lack of innovation and has not yet formed a relatively strong first-line brand with international influence.

More powerful "destroyers" brand enterprises have emerged, but there is not a brand enterprise capable of deterring the four sides with "aircraft carriers". Therefore, they do not have strong voice in the market and do not have much to say, especially in the high-end market.

in Zhengzhou women's trousers industry, some enterprises have the dream of building international brands.

Chen Yongbin, the chairman of M·SUYA show, is determined to become a "crocodile" in Henan. Zhao Sunli, the chairman of Yali Da, vowed to become "Europe pants king" Meyer, and Yi Yang Zhang men, Liu Tao is determined to be the leader of fashion trend for women's pants. But the whole industry's emphasis on innovation and brand development is far from enough.

an industry expert told reporters: "Zhengzhou women's trousers production and processing and rapid response are no longer a problem. If you get the fabric tonight, you will see the finished product tomorrow.

What is most lacking of clothing in Zhengzhou is brand operation and business mode.

Chen Yongbin also said: "if we do not make several brands that call the whole country within a few years, Henan will not be able to pform from a big clothing province to a strong garment province."

Song Ruiping, general manager of Zhengzhou banner dress design company, told reporters: "as long as we seriously study the consumer market, vigorously advocate independent innovation and attach importance to the cultivation and upgrading of women's trousers brand, the dream of" Chinese women's pants capital "will surely be realized at an early date." P

next, the development direction of Zhengzhou women's trousers should be aimed at building world-class brands.

In the future, the development of women's trousers in Zhengzhou must also take the simple processing of trousers industry as the core and gradually turn to brand building as the core.

only in this way can Zhengzhou women's trousers have the future to become another hair product industry of "a href=" http://www.91se91.com/news/index_p.asp "Henan < /a", so that the "Rebecca" of Zhengzhou women's trousers industry can emerge.