Jiangxi Clothing Brands Grow Up To Achieve Zero Breakthrough

　　“ clothing The industry used to be the pillar industry of Nanchang City, but there has never been a famous Gan clothing brand in the country. " Recently, Hu Junhua, president of Nanchang Garment Industry Chamber of Commerce, and several vice presidents sat together again to discuss how to nurture Jiangxi clothing brands. They hope that through their own efforts, a number of Jiangxi clothing brands will grow up and achieve the "zero breakthrough" of Jiangxi clothing brands.

Reorganization Chamber of Commerce holds a group to run its own store

"Nanchang Garment Industry Association was actually established in 1998, but at that time, state-owned enterprises were the sponsors. In 13 years, most of the enterprises were restructured or closed down, and the Chamber of Commerce had no real name." Vice President Ju Zhen told reporters that in 2009, several of them worked in China Brand clothing The post-70s and post-80s entrepreneurs gathered together to discuss the road of development. Due to similar experiences, everyone hit it off. They hoped to set up a chamber of commerce to develop together and regain the voice of local clothing.

"The first thing we did after taking over from the Chamber of Commerce was to integrate resources and run our own stores. The specific operation mode was to rent the stores as a whole with the Chamber of Commerce, register the trademark" Zelian ", and then sublet the stores to members at a low price. The core members of the Chamber of Commerce funded the establishment of a commercial operation company to be responsible for the overall management of the stores," said Xiong Jun, vice president.

On April 28 this year, the Zelianhui Store of the Chamber of Commerce was launched on Shanghai Road, Nanchang City, making its first attempt. We can see that Zelianhui eliminates the remote management cost of the direct stores, and the site rent is negotiated as a whole, and the rent of the sub rent can be half lower than the market price negotiated by a single enterprise. Some member enterprises are both business operators and shareholders of the Chamber of Commerce. Many enterprises have been attracted to join the Chamber of Commerce. The number of members has increased from more than 100 at the beginning to more than 300.

Build sales channels and cultivate enterprise brand awareness

Jiangxi service enterprises have never bred brands, which is related to the guidance of the government, and more importantly, the lack of brand awareness of entrepreneurs.

　　“ spin The clothing industry is a traditional industry in Nanchang. There are more than 3000 textile and clothing enterprises, while there are more than 1000 in Qingshanhu District. However, there are no well-known brands. The industrial base of neighboring Hunan and Anhui is not as good as ours. In recent years, many brands have sprung up like mushrooms. " Hu Junhua noticed that most of the service enterprises in Jiangxi Province are OEM, winning by quantity clothes To earn a few cents or pennies is at the lowest end of the entire industry chain.

During the international financial crisis in 2008, these enterprises were subject to the reduction of foreign orders and exchange rate changes, and lost a large number. In fact, the added value and profit of brand making will be far higher than that of production enterprises. The enterprise does not fail to understand this truth, but it is under pressure to make brand inventory, brand operation and expand the market. OEM is a one-time investment, as long as the order is received. This is also the reason why some enterprises in Jiangxi Province do not have their own brands although their annual output value can reach billions of yuan.

In addition, clothing enterprises in Jiangxi Province are not attractive enough for designers and creative talents. Jiangxi Fashion School exports many talents to other provinces every year, including the design directors of many clothing brands. "They don't want to stay in Jiangxi, but Jiangxi is mostly a pure processing service enterprise. There is no brand and no need for creative design. There is no sense of creative design, which is a big constraint for Jiangxi to create clothing brands," Xiong Jun said.

After investigation, the Chamber of Commerce found that brand building needs to expand the market, not only by advertising, but also by sales channels. It is necessary to establish low-cost and rapidly expanding sales channels, so that the clothing of these local enterprises can blossom in the whole province and even the whole country. After some discussion, the Chamber of Commerce reached a consensus and planned to replicate the Zelianhui model in prefectures, cities and counties of Jiangxi Province to fully spread it. "In this way, our local enterprises will have a platform and channel to display clothing. After a period of market cultivation, the effect of the brand can slowly become popular."

Ju Zhen said that the second Zelianhui will be opened in Wuyuan Pedestrian Street in the near future. At present, they have talked with Yifeng and plan to settle the third Zelianhui in the local area.

"The government also pays close attention to entrepreneurial design. Jiangxi Province plans to build a China (Jiangxi) Knitwear Creative Industrial Park in Nanchang." Hu Junhua said that this is an opportunity to form a good creative atmosphere and promote the development of textile and clothing creative industrial clusters. In late September, with the help of "Dongfeng", the Chamber of Commerce went to Dalang Town, Shenzhen to learn advanced experience and prepare for the establishment of Nanchang City Clothes & Accessories Brand creative industry service platform, and held a high-end clothing creative forum at the end of the year, inviting domestic and foreign guests to give advice for Jiangxi clothing creative industry. At the same time, "Fashion Week" and clothing festival will be held to guide and promote the textile and clothing enterprises in the city to transform into a fashion creative industry with high design content and high added value.

Production and marketing communication cultivates the industry to grow

In order to make Jiangxi's local brands bigger, it is also necessary to connect the production, wholesale and retail in the clothing and textile industry chain to achieve information exchange.

According to the statistics of the Chamber of Commerce, more than 300 member units alone need 1 billion yuan each year for winter down jacket single category clothing. And these orders have "gone" to Jiangsu and Guangdong, why not give them to the Communist Youth City? It not only supports garment production enterprises in Jiangxi Province, but also saves logistics and storage costs of sales enterprises.

"Because the information is not interconnected, the clothing sales and production enterprises are completely disconnected." Ju Zhen said that only by strengthening the industry information exchange, and sales and production are mutually benign cycles, can the industry develop and grow, and local brands may emerge as the times require.

In order to gather the strength of small and medium-sized textile and clothing enterprises in Jiangxi Province, the Textile and Clothing Industry Committee of the Small and Medium sized Enterprises Association of Jiangxi Province, established on the basis of the Nanchang Garment Industry Chamber of Commerce, was established on September 13, attracting more than 200 member enterprises with good reputation and business performance throughout Jiangxi Province and having a certain influence in the local area. The Chamber of Commerce will strengthen the information connection between enterprises through this platform to realize the development of the entire industrial chain.

"Financing is a difficult problem for enterprises to develop and grow, especially for small and scattered textile and clothing enterprises." Hu Junhua told reporters that now the country has allowed private capital to enter financial institutions, and the Chamber of Commerce has launched a new idea: plans to set up industrial financial institutions, launch "order pledge loans" and other loan models specifically tailored for textile and clothing enterprises, Solve the financing dilemma of the whole industry.

"Our garment enterprises must not wait, ask for and rely on each other. In case of difficulties, we need to work together to find a solution." Several people in charge of the Chamber of Commerce said that in order to make Jiangxi garment brand achieve a breakthrough of zero, we must eliminate all the previous accumulated disadvantages, which must be very difficult, but we garment people are always trying to move forward.