Shandong Garment Industry Pursues And Even Leads Fashion To Build A Cluster Industry Chain

2013 China concluded recently clothing At the conference, Qiu Yafu, chairman of Shandong Ruyi Group, won the Meritorious Award in China's garment industry, and Shandong Ruyi Group was also awarded the title of China's dominant enterprise in the garment industry.

"In recent years, Shandong Ruyi Group has gradually transformed from a Chinese clothing industry group to an international fashion industry group, making great contributions to the development of China's clothing industry." Clothes & Accessories 》Duan Jiarun, the executive editor in chief, said, "This award of Ruyi Group has made the market see the value of fashion and creativity for the clothing industry, and has also given the Shandong clothing industry a sense of direction in its brand based way of life."

"Pursuing fashion is the constant theme of the clothing industry, but how to pursue and even lead fashion is closely related to the understanding of fashion and the pursuit and efforts of enterprises in the creative field." Zhao Yingguang, chairman of the well-known e-commerce Handu Clothing House in the province, agrees with Duan Jiarun's view.

It is difficult to "graduate" from a large province of substitute workers

According to the statistics of Shandong Garment Industry Association, there are more than 1400 garment enterprises with annual sales of more than 20 million yuan in Shandong Province.

Duan Jiarun introduced to the reporter of the Economic Herald that in recent years he found that many garment enterprises in Shandong were "big crocodiles", and most of these enterprises gathered in small scale with families as the link, forming many small industrial clusters. "But this reputation is more known by the industry than by consumers, because these enterprises are more engaged in OEM business," he said.

"On the one hand, there are many garment enterprises, and on the other hand, there are few independent brands." Duan Jiarun pointed out the embarrassment of Shandong garment industry. "There are about more than 200 independent brands, but only more than 10 can be actively promoted by consumers, such as Shulang, Groom, Xianxia, Yelia, Guoren, Red Collar, Hengda, Jifa, etc."

According to the observation of the guide reporter, in Fujian, Zhejiang and other places that have also been engaged in clothing OEM for a long time, a large number of clothing brands have emerged for the domestic market in recent years, such as Anta, Tebu, 361 °, PEAK, Jordan, Hongxingerke, Noble Bird, Jinba, Aidenbao, Lilang, Seven Wolves, Nine Muwang, Dancing with Wolves, etc.

Shi Yunwen, the general manager of Texing Chain, who has been distributing orders to branded enterprises in Fujian and Guangdong for many years, used "basically graduated" to evaluate the development level of the clothing industry in the above areas.

"It's not that we don't want to be an independent brand, but that we don't have the strength to support such a large stall." The owner of a family business in Fangzi District, Weifang City, surnamed Li, told the newspaper guide reporter. He revealed that OEM usually only has a gross profit margin of 5% - 10%, while the profit of self owned brands is about 30%. The development of self owned brand depends on designers and marketing personnel, which requires large capital investment. In addition, management experience is also lacking in long-term OEM enterprises.

According to the reporter of Duan Jiarun Guide Daily, experts agree that Shandong does not have a complete industrial chain composed of creativity, design, production, brand, marketing and other links like Fujian, Guangdong, Jiangsu and Zhejiang. However, a complete industrial chain is neither competent for several enterprises nor supported by the development level of Shandong's clothing industry at this stage, More importantly, there is no overall economic environment like that of Fujian, Guangdong, Jiangsu and Zhejiang, and the economic factors related to the clothing industry cannot form an aggregation effect here.

Stimulating creative cultivation platform

"The transformation and upgrading of Shandong's clothing industry needs a mechanism to stimulate creativity, an industrial platform that can transform creativity into design concepts, form fashion, and then lead consumption." Liu Jiang, Chairman of China First Group, who moved to Jimo last year to build Qingdao International Clothing Industry City, said to the newspaper guide reporter.

Qiu Yafu believes that China has a long culture of 5000 years, and the sense of cultural accumulation can become Chinese clothing designer The source of our creativity and design inspiration.

"This requires a sufficient industrial atmosphere to catalyze the process of the butterfly change, and a large enough industrial platform to cultivate the talents needed to complete the process of the butterfly change." The reporter from Duan Jiarun Guide Daily said that in the past two years, Qingdao International Clothing Industry City and China Ruyi Technology Fashion Creative Industry City have laid the foundation in Shandong, Both of the two industrial cities with considerable scale intend to build a complete spin The clothing industry chain innovates the mode of "production, learning, research and business", and targets the fashion creative industry platform.

When the "graduation design" is in progress

Zhang Zhenjie, chairman of Qingdao Yaojie Garment Co., Ltd., introduced that in recent years, a number of large-scale enterprises in the garment industry of Qingdao centered on Jimo, after years of OEM, began to try to do "graduation design" for their own enterprises and create their own design and brand management teams by digesting and absorbing the design concepts of foreign counterparts.

It is understood that at present, CC Clothing under Yaojie Clothing has opened nearly 50 stores in the world, two of which are in Hong Kong and the United States.

At the same time, many garment enterprises in Shandong are also exploring their transformation and upgrading. Ruyi Group held a controlling stake in Japan's large-scale comprehensive clothing brand operator Ruina Co., Ltd. two years ago, and fully received the company's world-class clothing design, planning, operation team and 35 men's and women's clothing brands, as well as more than 2400 department stores, hypermarkets, supermarkets and other stores throughout Japan covering men's and women's high-end formal wear, casual wear, sportswear, Laid the foundation for building a fashion clothing industry group; While Yelia Group has acquired the permanent use right of the famous French outdoor brand CIMALP (Simalto) in China, transforming to the high-end clothing field.

In addition, e-commerce Handu Clothing House has realized the integration of creativity, design, fashion and marketing with its unique "buyer system".

Last year, Handu Clothes House recruited designers through the in-depth "Taobao" of Taobao stores, and grafted the business model of Handu Clothes House. It launched the Zen like high-end brand "Su", creating an annual sales performance of 60 million yuan.

"It's time for Shandong garment industry to sit down, sum up experience and prepare 'graduation design' carefully," Duan Jiarun sighed.