Jiangxi Nankang Garment Industry Develops Its Own Brand

< p > with the increasingly fierce competition in the market and the increasing labor costs and financial crisis, the development speed of domestic a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > has slowed down. Facing the environment of clothing market, the problem of single product structure and low cultural added value has become increasingly prominent in the clothing industry of Nankang city. The adjustment of garment industry structure is imperative. After decades of development, Nankang garment industry has formed a solid industrial foundation. After the introduction of several opinions, the city has grasped the opportunities for development, actively supported, guided and carefully nurtured the garment industry, and urged the city's garment industry to revitalize through measures such as scale expansion, technological progress, brand operation, mechanism transformation and policy support. From January to June this year, the industrial base of suit and trousers in Nankang city has achieved rapid growth. The a target= "_blank" href= "http://www.91se91.com/" > textile < /a > in the base has achieved an industrial gross output value of 780 million yuan, an increase of 35% over the same period last year, and the main business income has reached 790 million yuan, an increase of 28% compared with the same period. Recently, I went into Nankang city to make a visit to the transformation and development of the clothing industry in this city. < /p >
< p > clothing industry "hand in hand" cultural industry < /p >
< p > now, at the end of each month, professors from Jiangxi Clothing Institute will take their R & D team to the R & D center of KANGYI Garments Co. Ltd. of Nankang City, and carry out special research and Cultivation on the cultural connotations of brand names such as "KANGYI", "Fuxin" and "Xinqi". Nowadays, the "KANGYI" pajamas, "Fuxin" household clothes and "xinena" suits with deep cultural background are loved by customers, and their products are exported to Southeast Asia, Europe and the United States. < /p >
< p > today's clothing market has entered the era of "creativity" and "culture of competition". Nowadays, clothing consumption groups have gradually changed from pursuing the tangible value of clothing to paying attention to intangible value such as the cultural background behind the brand and products. In order to promote the development of garment industry, Nankang city set up the garment industry development office, and the annual financial arrangement special fund award to help enterprises develop and create new clothing products that are integrated with the cultural industry. At the same time, the garment industry association of Nankang organizes the owners of clothing enterprises to study outside, understand the external market demand, and strengthen the R & D creation of their own brands. < /p >
< p > Nankang City pays attention to enhancing the independent creative ability of garment enterprises when cultivating garment industry. The clothing industry R & D center, which is established under the support of the government, set up the research and development center of Nankang City, the research and development center of Enhui Garment Co., Ltd., deeply analyzes and interprets various creative elements on the basis of fully understanding the cultural elements and aesthetic elements contained in the creative elements, so as to combine the creative elements with the garment industry and design distinctive clothing products. For example, the "Kang Mei" sentiment in the "KANGYI" trademark is a combination of Hakka's strong friendship and simple and hospitable elements such as Nankang's old watch. The company also fully played the role of network sales channels, and received orders from Southeast Asia, Europe and the United States through the Internet. This creative design alone has brought tens of millions of dollars in sales to the company. < /p >
< p > take the road of convergent development < /p >
< p > around the clothing industry, Nankang city has formed a relatively complete industrial chain. At present, there are more than 60 enterprises such as sewing machine supply, embroidery, printing and packaging, and so on. There are more than 30 enterprises engaged in garment matching products (cloth, buttons, zippers, ornaments, etc.), and 19 kinds of clothing training schools. The city has also formed two professional clothing wholesale markets, the Nankang City garment market and the Lu Fu International Garment City, with more than 1500 shops and more than 1000 wholesale operators. It is a window and platform for the South Kang clothing. < /p >
In order to make the garment industry bigger and stronger, the city encourages large garment enterprises to form collectivization management and realize bundled development; support and guide enterprises with a certain scale of strength to merge and purchase small and medium-sized enterprises, and form a group of wholly owned, holding and shareholding companies, forming P enterprise structure with different levels of division of labor and cooperation. The city also established a small and medium enterprises association to encourage small and medium-sized enterprises to join together and take the road of "fusion" development to achieve large-scale and intensive operation. < /p >
Less than p days ago, the city has put forward the idea of building 3000 mu of light textile industrial park, and gradually transformed Dongshan Industrial Park into Nankang garment industrial park, and guided export-oriented and endogenous garment enterprises to concentrate development in the park. This will not only improve the layout of industrial space, but also help optimize the allocation of resources, attract foreign capital and talents, eliminate the hidden dangers of the safety of workshop enterprises, facilitate the realization of strong alliance among enterprises, and achieve the goal of promoting industrial upgrading and maintaining the sustainable development of industry. At the same time, Nankang city has vigorously developed the clothing market at home and abroad, and has built more than 3000 sales outlets in more than 20 provinces (autonomous regions and municipalities), and more than 2000 sales counters have been set up in more than 1000 large shopping malls throughout the country, and the products have been exported to more than 20 countries and regions. < /p >
< p > vigorously develop independent brand > /p >
< p > Nankang garment enterprises have gone through a long period of OEM processing and incoming sample processing before gradually turning to the development and research of their own brands. Recognizing the importance of brand to the development of garment enterprises, the city strongly supports and strengthens the brand building of enterprises, and seriously searches for the gap between local clothing brands and domestic famous brands. Through speeding up the construction of clothing design staff, the city helps enterprises establish their own marketing network, increase publicity efforts, and gradually expand the influence of Nankang garment enterprises; encourage and support the original brand of "two brands of KANGYI" and "zhuoria", and create famous brands in and out of the province to promote the garment industry development with brand effect. At present, the city has 13 clothing enterprises own the brand, "KANGYI" and "Zhuo Liya" two clothing brands were awarded the "ten major clothing original brands in Jiangxi province". < /p >
While P focuses on creating its own brand, Nankang is also actively introducing brands. The city directly introduced the famous clothing companies such as Ying long clothing group, Liyuan garment and other famous garment enterprises to invest. On the one hand, it brought "Nam Kang manufacturing" orders, on the other hand, it also brought advanced models of brand enterprises to provide reference for the growth of local enterprises. At the same time, the city inclined to the large garment owners with good prospects and high credibility in the policy, set up the cooperative development fund of garment industry with enterprise investment as the main body, and solved the problem of financing guarantee for garment enterprises, and accelerated the development of garment enterprises. < /p >