China'S Clothing Independent Brand Rises Abruptly Through Material Processing

From the pursuit of quantity scale to quality brand, from raw materials processing, OEM production to independent brand, the consciousness of independent brand in China's clothing industry is gradually enhancing, and the clothing independent brand is rising.

From the "material processing" to "eliminate" as a garment production, export and consumption power, "China's garment industry is competitive" is a fact that need not be said more.

Jiang Hengjie, vice president of China clothing association, said.

It is understood that in the past 30 years of reform and opening up, China's garment industry has undergone two large-scale industrial upgrading: the first is from 1988 to 1997, it is 10 years of rapid expansion of industrial scale.

In the past 10 years, garment export has increased 6.5 times and output has increased 4.7 times. Especially after 1992, China's garment industry has been developing vigorously.

This is a large-scale industrial upgrading. The private economy has stepped onto the stage of history. The apparel industry has embarked on the road of industrialization and the birth of the leading enterprises. They have pioneered the "famous brand strategy", and the clothing export has developed rapidly. The Lining sportswear brand was born at this time.

The second rapid increase in output is in 2000-2006 years. It is a stage of industrial technology upgrading and brand development.

This can be said to be a heroic generation, brilliant historical period, clothing production and exports have increased 2 times, from the growth rate of production has been significantly lower than the first time.

According to statistics, the total output of clothing in China is 3.4 times higher than that of 10 years ago, an increase of 17.6 times than that of 20 years ago, which has exceeded 1/4 of global clothing output and 1/3 of the global garment trade volume.

We are proud of the growth rate of output growth of over two digits in China's apparel industry.

At the same time, we also see that the development of garment industry is the way of quantity expansion, the main way is low profit processing.

And the same suit made by Seiko, the profit of Chinese brand is only 1/3 of foreign brands.

Many foreign clothing brands are processed in China. It can be said that Chinese enterprises have mastered the world's top garment processing technology, but our consumption, brand culture, operation and logistics links have not reached the level of international brands.

Since the reform and opening up, the development of China's garment industry has shifted from scale to brand.

Today, with the increase of production costs, the rising cost of labor and the escalation of RMB, the development path of the clothing industry's pursuit of quantity and scale has narrowed down.

Today, the labor price is no longer obviously dominant and the trade friction is constantly increasing. The construction of the "independent brand" of China's clothing industry is somewhat more of an upward trend.

Jiang Hengjie, who has won the smile curve upturned, said: "some people say that French clothing is a work of art, American clothing is a commodity, and Chinese clothing is a product.

Chinese clothing brands are far from art works, which first requires Chinese culture and Chinese economy to have considerable international influence.

It is unrealistic to leap over one step at a time, but at least we can make garments a commodity accepted by the international market.

The famous brand strategy launched in 1990s has been implemented for more than ten years. We have to win the market and continue to win the two ends of the smile curve by taking the branding way.

It is understood that China's textile and garment industry from the cotton production, spinning, weaving, printing and dyeing to finally be made into clothing, the value of all links accounted for 17.5% of the value of the global industrial chain, less than 1/5.

Therefore, our clothing industry should infiltrate into the international circulation practically and control our share of circulation. We must have our own bargaining power.

In January 22nd of this year, YOUNGOR announced the purchase of the new Malaysia company, aiming at international channels.

This case fully demonstrates that Chinese enterprises have realized the importance of channels, and at the same time realize the huge risk of directly throwing their brands into the international market. It is obviously very difficult to occupy two ends directly from the bottom of the smile curve. Therefore, Chinese enterprises should use different ways to penetrate the international market and step by step.

In addition to YOUNGOR, Shan Shan has made an attempt at capital operation of international brands. Bosideng slowly established channels and promoted its own brand through foreign partners.

The more successful Lining sportswear is to establish their own brand image by sponsoring sportswear costumes.

In the first 10 years since the founding of the Li Ning Co, Lining has been relying mainly on sponsoring the Chinese delegation to participate in the Olympic Games, the Asian Games and the Chinese gymnastics team to win a good reputation for themselves.

Lining's international brand breakthrough started from the sponsorship Gymnastics Association in 2000, and two years later, Lining provided the Spanish women's basketball team with the Fourteenth World Women's basketball championship.

In early 2005, Lining signed a contract with NBA to become an official NBA market partner.

NBA became the real image of Lining.

In January 2006, Lining signed a contract with Damon, Jones, a famous guard of the Cavaliers. Damon Jones wore Lining's boots for NBA.

Lining brand became the first Chinese sports brand to appear on the NBA arena.

It is the 2006 World Men's basketball championship that really brings Lining's brand to international competition.

At that time, Lining sponsored the Spanish men's basketball team, won the final championship.

At the Olympic Games, Lining signed a contract with the CCTV Olympic Channel to tailor professional costumes for all its hosts and reporters. The Spanish men's basketball team and the Argentina men's basketball team, the most popular gymnastics teams, diving teams and ping pong teams, were also in the Lining games for the Olympic Games.

The domestic market does not seem to leave too much breathing space for the independent clothing brands. Foreign brands have already taken the lead in the Chinese local garment market.

It is reported that at present, the number of international brands stationed in Beijing, Shanghai and coastal cities has reached 1000.

And Lining, YOUNGOR, Shanshan and other brand development path shows that our clothing enterprises try to go out in the way of their own brands.

When the Olympic Games are over, we need to maintain the Olympic Games. We enjoyed the sports feast and watched a competition in the clothing industry.

At the opening ceremony of the Olympic Games, Venezuelan delegation dressed in "Xiushui Street" brand entered the "bird nest" venue.

This is not only the international recognition of the quality of clothing in Xiushui Street, but also the creation of the "Xiushui Street" clothing brand.

This shows that the brand awareness of Chinese clothing enterprises is enhanced, showing us that the independent brand of clothing is gradually rising.

Brand is like a person's ideal, temperament, product is like a person's body.

Just as a sick person is not able to express his own temperament, a good brand must first be a healthy person on the product before he can see the temperament and ideal of this person.

Looking back at the history of Italy fashion's entry into the forefront of global fashion, it is easy to see that it is an example of "processing foundation to drive design ahead".

In the early years, there was a big gap between Italy fashion and France, but it was famous for its quality, emphasizing design and building power.

Starting from the processing of the French brand, we gradually followed the trend of the world. A number of design masters, such as Valentino, emerged and eventually brought Italy fashion to the world.

Coincidentally, Japan is the only Asian country that is the master of world class costume design. The formation period of the master also appeared after the development of the whole domestic industrial base.

The times create heroes, our brand building must be combined with the market, innovation and training of constructive designers.

Through continuous experience and efforts, the real Chinese original brand will be spawned.

Brand competition is a long-term process.

Even if Lining can use the explosive power to show the charm of the Olympic Games, Lining brand still needs more profound product construction ability, can constantly introduce new products, produce products with its own style, and more durable ability to withstand the test of the market.