Jiangxi Reorganized Clothing Trade Association To Achieve "Zero Breakthrough" Of Clothing Brand

" Clothing industry It was originally a pillar industry in Nanchang, but there has never been a famous brand of clothing in Jiangxi Province. In September 25th, Hu Junhua, President of the Nanchang Clothing Industry Association, and several vice presidents again sat together to discuss how to breed the brand of Jiangxi clothing. They hope that through the efforts of their own clothing, a group of Jiangxi clothing brands will grow up and realize the "zero breakthrough" of Jiangxi's clothing industry.

Reconstituted chamber of Commerce

Hang together to sell their own stores.

"Nanchang Apparel Industry Association In fact, it was established in 1998, but at that time all the state-owned enterprises were sponsors. During the past 13 years, most of the enterprises have changed or closed down, and the chamber of Commerce has been in name only. " Vice Chairman Zhang Zhen told reporters that in 2009, several of them made 70 of the domestic brand clothing, and the entrepreneurs of the 80's came together to discuss the way of development. Because of similar experiences, we all hit it off and hoped to set up a chamber of Commerce to embrace the development and find the right to speak for local clothing.

"The first thing we do is to integrate resources and run our own stores. The specific mode of operation is to lease the store as a whole, register the trademark of zhe Lian, and sublet the store to the members at a low price. The core members of the chamber of Commerce shall contribute to the establishment of a commercial operation company responsible for the overall management of the store. " Vice President Xiong Jun said.

In April 28th this year, the chamber of Commerce, Chai Lian Hui store, landed in Shanghai Road, Nanchang, and made its first attempt. We can see that the cost of remote management is eliminated by zhe Lian Hui, and the overall rent is the half of the market price. Some member enterprises are both business operators and shareholders of chambers of Commerce. Many enterprises are attracted to join Chambers of Commerce. Members have increased from more than 100 to more than 300.

Building sales channels

Cultivate brand awareness of enterprises

　　 Jiangxi clothing enterprises The brand has never been nurtured, which is related to the guidance of the government. The more important thing is that the brand awareness of entrepreneurs is not enough.

"Textile and garment industry is a traditional industry in Nanchang. Textile enterprises There are more than 3000, while Qingshan Lake area has more than 1000, but the famous brand is still zero. The industrial base of Hunan and Anhui in neighboring provinces is not as good as ours. In recent years, many brands have sprung up like mushrooms. " Hu Junhua noted that most of the enterprises in our province are OEM processing, winning by quantity, earning a few cents or a few cents per garment, and at the lowest end of the whole industry chain.

When the international financial crisis happened in 2008, these enterprises were constrained by the reduction of foreign orders and exchange rate changes, and a large number of them fell off. In fact, the added value and profit of the brand will be much higher than that of the production enterprise. Enterprises do not understand this truth, but the pressure of brand is stock, brand operation and market expansion, and OEM is a one-time investment. This is also the annual output value of some enterprises in our province, though they can reach billions of yuan, but they do not have their own brands.

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In addition, our province's clothing enterprises are not strong enough in designing and creative talents. Jiangxi clothing school exports many talents to the province every year, including many fashion brand design directors. "They do not want to stay in Jiangxi, but Jiangxi is mostly pure processing service companies, no brand, no need for creative design. No sense of creative design is a big constraint for our province to create clothing brand. Xiong Jun said.

The chamber of Commerce found that building the brand needs to open up the market, not only by advertising, but also by sales channels. It is necessary to establish low-cost, rapid expansion of sales channels, so that the clothing of these local enterprises will bloom all over the province and even across the country. After deliberation, the chamber of Commerce reached a consensus and plans to reproduce the mode of Ze Union in the cities and counties of the whole province. "In this way, our local enterprises will have the platform and channel to show their clothing. After a period of market cultivation, the brand effect will gradually become popular among the people."

Zhen Zhen told reporters that the second Jersey link will soon open in Wuyuan pedestrian street. At present, they have been negotiating with Yifeng, and they plan to place third chaser Union in the local area.

"The government is also very concerned about the design of entrepreneurship. Our province is going to build a creative industrial park of knitted garments in Nanchang (Jiangxi). Hu Junhua said that this is the formation of a good creative atmosphere, promote textile. Clothing creative industry The opportunity for cluster development. In the late September, the chamber of Commerce will take advantage of "Dongfeng" to go to Shenzhen to learn advanced experience and build a service platform for Nanchang's clothing brand creative industry. At the end of the year, a high-end clothing creative forum will be held. Guests from home and abroad are invited to speak for the creative industry of our province. At the same time, the "Fashion Week" and the clothing festival will be held to guide and promote the textile and garment enterprises in the city to transform and develop the fashion and creative industries with high design content and high added value.

　 Achieving production and marketing interoperability

Self cultivation industry grows stronger

The local brand of our province needs to be dressed up as well. Textile industry Chain production and wholesale, retail docking, to achieve information exchange.

According to the statistics of the chamber of Commerce, only more than 300 member units in the world can reach 1 billion yuan per year for the clothing of single clothing in winter. And these orders "go" to Jiangsu and Guangdong. Why not give them to Qingdao city? They not only support the clothing manufacturers in our province, but also save the logistics and warehousing costs of the sales enterprises.

"Because information is not interconnected. Clothing sales Completely out of line with production enterprises. " Zhen Zhen told reporters that only by strengthening industry information exchange, selling and production is a virtuous circle, can the industry grow and expand, and local brands can emerge as the times require.

In order to condense the strength of small and medium-sized textile and garment enterprises in the province, in September 13th, the textile and garment industry committee of the association of small and medium sized enterprises founded on the basis of the chamber of Commerce of Nanchang garment industry was established, which absorbed more than 200 reputable and profitable business members in all parts of the province. Through this platform, the chamber of Commerce will strengthen the information docking between enterprises and realize the development of the whole industrial chain.

"To grow and grow, financing is a difficult problem, especially small and scattered textiles. Clothing enterprise " Hu Junhua told reporters that now the state has allowed private capital to enter financial institutions, and the chamber of Commerce has launched a new concept: plans to set up industrial financial institutions, and launch "order pledge loan" and other loan models specially tailored for textile and garment enterprises to solve the financing difficulties of the whole industry.

"Our clothing enterprises can not wait, need, rely on, encounter difficulties, need to join together to find a way." Many directors of the chamber of Commerce said that if we want to achieve a breakthrough in Jiangxi's clothing brand, we must eliminate all kinds of long-standing disadvantages. But our costumes are always moving forward.