How Far Is Wenzhou's Clothing And International Fashion?

According to Wenzhou clothing Chamber of Commerce statistics, in 2013 1~4 months, Wenzhou local more than 150 above scale clothing enterprises output value is 8 billion 600 million yuan, down 1.4% compared to the same period. Zheng Chenai, President of Wenzhou clothing trade association, said that before that, the output value of garment enterprises above Designated Size in Wenzhou maintained an increase of two digit year-on-year.

The pressure of economic downfall is certainly caused in recent years. Garment industry The main reason for the sluggish development is that in the view of Zheng Chen AI, the most fundamental reason lies in the fact that the development of Wenzhou's clothing industry is still at the low end of the industrial chain, and the competitiveness of local enterprises is weak, and the products have no right to speak.

"Yes. Wenzhou clothing In terms of transformation and upgrading, it is already imperative. Zheng Chenai said in an unusually firm manner.

As for how to transform, Zheng Chenai believes that the construction of Wenzhou's urban brand is the key.

Lack of brand

"The name of Wenzhou has not added to the clothing industry, it is only reducing the score." Zheng Chenai said that although Wenzhou has gone out of some well-known clothing enterprises, these garment enterprises will deliberately dilute Wenzhou's "origin" when they are making propaganda to the outside world, and promote Zhejiang and Shanghai as brand producing areas.

In view of this situation, Zheng Chenai believes that it is difficult for Wenzhou clothing enterprises to go out without starting the brand of Wenzhou.

But it is not easy to build a brand, especially in the current environment of economic downturn, many enterprises are caught up in the dilemma of burdens and gains. At the same time, in Wenzhou, enterprises are facing difficulties in financing and talent.

"Especially after the loan crisis in Wenzhou, Wenzhou's new financing environment has not yet been built. Individuals, businesses and banks are worried about financing. The talent shortage has always been a problem facing the development of Wenzhou's clothing industry. Most of the talented people are more inclined to develop in big cities, and the mobility of high-end talents in Wenzhou has been relatively large. Zheng Chenai said.

In fact, the brand dilemma faced by Wenzhou is only the whole of China. Spin A microcosm of the development of the clothing industry implies a lack of brand strength.

"Textile Garment industry In the crucial period of building a strong textile country, vigorously promoting brand building is an important development strategy to promote the construction of textile power. In this regard, the Chinese textile and Garment Brand Strategy Promotion Committee, according to the requirements of the "outline of building a textile power", intends to select some regions to carry out the pilot work of regional brand in advance, and strives to create regional brands through cooperation with local authorities, explore experience, and promote demonstration, so as to bring the development of textile and garment industry brand into full play. Zhang Li, vice chairman of the China Textile Industry Federation and director of the office of the China Textile and Garment Brand Strategy Promotion Committee, said.

"Wenzhou has a good industrial base. It is an important base for many famous international famous processing and OEM production. Wenzhou's high-end men's clothing manufacturing also has considerable influence in the industry. At the same time, Wenzhou is making full efforts to build a fashionable city. Clothing is an important area in the construction of fashionable cities. Local associations and enterprises are promoting industrial transfer, brand building and revitalization of textiles. Clothing industry With high enthusiasm and confidence. It is for this reason that the committee decided to place the first pilot of the brand city in Wenzhou. Zhang Li said.

But how to build the brand and build the brand becomes a difficult problem in front of the clothing industry in Wenzhou.

　 Customized transformation

"I think Wenzhou. Men's wear To develop the brand, we must take the road of customization. Zheng Chenai thought for a long time about how to make a brand. In the end, he firmly believed that customization could make Wenzhou men wear their own brand.

In the view of Zheng Chen AI, the core of any brand can not be separated from the product. Only by doing the product well, can we have the possibility of branding the brand.

"In fact, this is also the advantage of Wenzhou." Zheng Chenai told reporters that Wenzhou men's clothing was early, long history and good foundation. "Wenzhou men's clothing started in the early 90s of last century and has been developing for more than 20 years. Whether from the introduction of equipment, process introduction, fabric application or product development, Wenzhou men's clothing is at the front end, with strong manufacturing capabilities and industrial advantages.

It is precisely because of a good manufacturing base, Zheng Chenai believes that customization can best play the manufacturing advantages of Wenzhou men's clothing, but also can provide a product support for Wenzhou men's clothing to take the high-end line.

"High-end men's clothing as a breakthrough point can also play the brand advantage of men's clothing." Zheng Chenai said that Wenzhou men's wear has long been a foundry and OEM production for International Men's wear. Years of cooperation not only made Wenzhou men's clothing familiar with the processing flow and technological requirements of high-end men's clothing, but also made local brands understand the international brand in terms of brand operation. The cooperation between the two sides has accumulated rich international resources for local men's clothing enterprises.

In recent years, the new changes in the consumer market have made Zheng Chenai confident of the future of clothing customization. He said that the current consumption of clothing by the public has not been limited to the consumption of public clothing, and personalized consumption has become increasingly prominent. Customized clothing is catering to the pursuit of individuality, low carbon and service in the consumer market. This is also the key for future garment enterprises to improve their added value.

In this regard, vigorously promote the development of garment customization, making mass customization, personalized customization become a way of mass consumer clothing, will help promote the development and transformation of the industry. But to achieve these, we need further guidance from the industry.

Zheng Chenai also admitted to reporters that although the personalized characteristics of clothing consumption have developed in recent years, China's consumer market is still not mature enough.

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"The production and sale of Chinese clothing is still carried out in accordance with the standardization and follow the habit of consumption. Although our clothing processing is developed, it is lagging behind in the aspect of commodity service, and the consumer market is not mature enough. Clothes & Accessories An innovative cultural atmosphere. Zheng Chenai told reporters that unlike China's consumer market to guide clothing manufacturing, clothing in Europe and the United States are guided by the innovative culture of clothing consumption.

"European clothing consumption begins with the creation culture, cultivates and guides the clothing consumption market with rich and flourishing clothing culture, and then promotes a series of development of clothing trade, service and manufacturing." Zheng Chenai said that China's current garment industry is exactly the other way round, which has also led to the bad development of the industry.

To change these, clothing enterprises need to form a creative cultural atmosphere and constantly guide the consumption behavior of the market. Customization has become a breakthrough for the industry to change.

Customization, including mass customization and high-end customization, is not meant for special purposes. It is a way of consumption to promote. Through customization, enterprises can increase investment in services and effectively increase the added value of clothing, so as to achieve the "diminished and undiminished value" of the future development of the industry.

But Zheng Chenai also said that customization is not the only way out for men's clothing in Wenzhou.

　 Diversify the future

"In order to achieve steady development of the garment industry in Wenzhou, enterprises need to have a clearer and more precise positioning. In the view of Zheng Chen AI, not only the product brand is the brand, but every link of processing, manufacturing, OEM and other industrial chains can make a brand. The key is that enterprises should find their own advantages and make precise positioning.

about Wenzhou garment industry In the future, Zheng Chenai believes that small and personalized brands are the brands that the market needs in the future, and the future direction of Wenzhou's clothing.

This brand may not be large in scale and scale in marketing, but it can make Wenzhou clothing realize its multi style and multi brand operation.

In terms of operation mode, Wenzhou clothing will also develop diversified operation modes such as product service shop, factory store, integrated brand operation shop according to the different positioning of enterprises. At the same time, the Wenzhou clothing trade association will also use electricity providers as an important way to break through its channels.

Considering the small scale of individual enterprises and the relatively high cost of operating electricity providers, Wenzhou Clothing chamber of Commerce The establishment of e-commerce brand alliances to promote the development of e-commerce. Through the support of talent introduction, training, planning and docking, Wenzhou enterprises will be encouraged to face the electricity supplier market and Wenzhou regional brand.

Wenzhou's efforts also made the industry expect more from Wenzhou.

Zhang Li said that Wenzhou as the first brand center pilot city, is expected through the brand building in Wenzhou, as a national regional brand "Wenzhou sample", to develop brand in all regions for reference and inspiration.