Armani Fabric Comes From The Embarrassment Behind Shandong'S Brand.

< p > < strong > OEM processing many luxurious < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > fabric from Shandong < /strong > /p >

< p > recently, "a target=" _blank "href=" http://www.91se91.com/ "> textile < /a > the clothing industry broke out such a news that attracted the attention of consumers: thousands of yuan Armani suits or jackets, fabrics are not from the fashion capital of Italy, but from Shandong enterprises Ruyi group, the cost is only a few hundred yuan.

Ruyi group acknowledged that the company provides fabrics for Armani, BOSS and other luxury brands all the year round. The fabric produced by the company ranges from tens to hundreds of dollars per metre. The fabric price purchased by Armani is about 800 yuan / meter, but it is not the best fabric produced by Ruyi group.

< /p >

< p > the textile industry has claimed that this is the embodiment of the quality of our textile fabrics.

Xia Zhilin, President of Shandong Textile Industry Association, is proud and frustrated.

He regrets that Shandong's textile and clothing are like a person's two legs, and the current situation is a long leg and a short leg.

The large, well-known and branded clothing production enterprises are too few, which makes Shandong fall into the embarrassment of OEM processing.

< /p >

< p > Xia Zhilin said that Shandong is a big province of textile industry. In 2013, the main business income was 1 trillion and 140 billion yuan, ranking second in the country.

However, in the field of textile deep processing and reuse, such as clothing production, it is not commensurate with the textile industry province.

Last year, clothing output was 3 billion 200 million, ranking only fifth in the country.

< /p >

< p > not Shandong clothing enterprises are few, but brands are too few.

According to the statistics of Shandong garment industry association, there are more than 1400 garment enterprises in Shandong with annual sales exceeding 20 million yuan.

There are about more than 200 independent brands, but there are only more than 10 of them that can be voluntarily raised by consumers, such as Shu Lang, groom, Xian Xia, ye Ya Ya, Chinese, red collar, Heng Da, Yi Fa and so on.

Duan Jiarun, executive editor of Shandong a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, said that the clothing enterprises in Shandong are doing more OEM processing business.

< /p >

Liu Jianguo, President of the Shandong clothing association, is also very much troubled by this. He believes that Shandong's textile industry is large in scale, full in technology and equipment, and fully equipped to build first-class brands. P

However, quite a lot of entrepreneurs are relatively old and lack enough attention to brands.

"In some international clothing forum and clothing week, entrepreneurs in the south often make a booking of 1000 square meters of exhibition booths, and they also pay for business and travel expenses and venue fees, while entrepreneurs in Shandong are not invited to participate in the free invitation."

< /p >

< p > < strong > the brand name Anta Hao throws the advertising fee only for the tree brand < /strong > < /p >.

< p > Jinjiang city of Fujian province is China's "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "and" textile industry base city ". The private enterprises in this city have gone out of a brand road, and the output value of shoes and textile garments in Jinjiang has reached 88 billion 500 million and 63 billion 400 million respectively.

< /p >

< p > Jinjiang is a county-level city in Fujian province. More than 97% of the city's enterprises are private enterprises, and 98% of the industrial output value and 94% of the financial revenue are created by private enterprises.

Many people may not be familiar with Jinjiang, but there must be a lot of people who are familiar with Anne, heart, India, seven space, family food, pan food, yak food, golden delicious food, Fuma food, Anta, XTEP, 31st degree, Golden Lake, Hongxing Erke, PEAK, Jordan, Voight, seven wolves, Qipai, Zhen Ba, AI Du, noble bird, Eden castle, dancing with wolves, nine herdmen, and Li Lang.

< /p >

< p > {page_break} < /p >

< p > Anta is one of many brands.

In May 27th, Jinjiang ushered in the first sunny day after rainy days.

At Anta headquarters, the reporter saw the Tian Chen bridge of Anta brand management center.

He said Anta chief executive Ding Zhizhong paid great attention to the brand.

In 1986, 16 year old Ding Zhizhong took his father's 600 pairs of shoes to the stall in Beijing. He found that OEM shoes could only be sold for more than ten yuan, while the shoes sold in stores could sell hundreds of pieces, which strengthened his determination to make the brand.

In 1999, Ding Zhizhong took the lead and signed up for 1 million 600 thousand endorsements by Kong Linghui. At that time, Anta's sales profit was only 3 million.

"Anta is the first Chinese sports brand to advertise in CCTV. Ding is very forward-looking."

< /p >

< p > in the view of Tian Chen Qiao, Anta is the core of brand research.

Anta has the first sports science laboratory in China. Its establishment comes from our cooperation with the CBA League.

Each player in the CBA League has been measured foot type, according to their foot type characteristics customized their own professional basketball shoes.

After considering all the factors such as the length, width, thickness, warping, walking posture, speed players or strength players, skid resistance and so on, Anta made 100% shoes that accords with everyone's characteristics.

Even when playing ball games, athletes like the "squeak" of friction between shoes and floors, and Anta takes it into account.

< /p >

< p > < strong > < < bonus > > reward enterprises to strive for international brands, bonuses 5 million < /strong > < /p >

< p > Jinjiang people told reporters that Jinjiang has 137 brand names, including 111 well-known trademarks in China, 24 famous brand products and 2 famous brand products in China, and 14 regional brand names, including Chinese shoes, world jacket and Chinese umbrellas.

These brand enterprises have more than 30 stores and outlets in the whole country, and have built the marketing fleet of Jinjiang brand.

Jinjiang is also known as "the capital of Chinese brands".

< /p >

The brand achievement of < p > Jinjiang is highly inseparable from the government's attention. It can be said that the Jinjiang municipal government is "a capital".

For enterprises striving to create international brands, the maximum reward is 5 million yuan. For enterprises listed, 10 million yuan is set aside to set up a special fund for the development of enterprise listing, giving 3 million 500 thousand yuan reward to each successful listed company; the leading enterprises in the industry should earn 5 billion or 10 billion of the main business income at the first time, 500 thousand or 1 million of one-time rewards.

After the completion of the technological pformation of enterprises, the maximum subsidy will be 3 million yuan.

Mergers and acquisitions of enterprises, mergers and acquisitions of foreign enterprises and the scale of more than 50 million yuan, the scale of mergers and acquisitions to give 0.5% reward; for mergers and acquisitions of enterprises in the city with a scale of more than 20 million yuan, give 1% awards, two of the highest reward reached 1 million yuan.

< /p >

< p > government attaches great importance to enterprises.

Enterprise innovation has become a common practice. It has developed 6 state-level enterprise technology centers, 1 state-level industrial design centers, 8 National Laboratory Accreditation R & D centers, 7 innovative enterprises at the provincial level and 36 provincial-level enterprises, and 36 enterprises have led or participated in the revision of GB and industry standards.

Anta acquired the trademark rights and business of Fiat China, and the seven wolves bought Kenna clothing, Sanli locomotive, nine Mu Wang, Jin Ba, Li Lang and other enterprises are also planning the operation of overseas brands.

< /p >

< p > the brand strategy of Zhejiang's private economy is also very significant.

According to the persons concerned in Zhejiang Province, by the end of 2011, the registered trademarks of Zhejiang private enterprises reached 586 thousand, accounting for 86% of the total number of the province, accounting for 1/10 of the total number of the country. On average, every 1.2 private enterprises had a registered trademark.

Among them, Zhejiang's private enterprises have 240 well-known trademarks, accounting for 90% of the total province's total, accounting for 8.3% of the total number of the total.

By relying mainly on material resources consumption to innovation driven, the private economy has gradually realized the pformation from "Zhejiang made" to "Zhejiang creation".

< /p >

< p > reporter learned that in 2010, our province also issued the "opinions on accelerating the development of the private economy in the whole province", and proposed to encourage private enterprises to innovate in science and technology and create brand names. In 2015, the total number of registered trademarks of private businesses reached 310 thousand, and 210 well-known Chinese trademarks were recognized by the administration.

In 2011, the registered trademarks of private enterprises in Zhejiang had reached 586 thousand, and 240 well-known trademarks.

It can be seen that there is still a big gap between our province and Zhejiang in the brand strategy of private enterprises.

< /p >

< p > industry insiders say that the private economy of our province must be upgraded and developed. We must introduce advanced technology, enhance our sense of innovation, expand our own brand, turn from production superiority to brand advantage, so as to change the current situation of "big industry, no famous brand" and "only stars, no moon".

< /p >