Clothing City: Changshu Brand Is Very Embarrassing.

Recently, China Apparel Association The list of top 100 enterprises in China's apparel industry was released in 2013. The first profit is 3998.HK. The small business growing up in Changshu is almost the name card made in China by the clothing industry. Just like the clothing industry is a famous film in Changshu, a south of the Yangtze River. However, compared with the famous regional economic brand of "Changshu clothing", the clothing industry in Changshu has few individual brands except Bosideng family.

More than 3500 textile and garment enterprises,

Only Bosideng is well known.

Outsiders to Changshu, in addition to visit Yushan, Shang Hu, Sha Jia Bang, the most common place is "Changshu clothing city". This is the third 4A shopping scenic spot determined by the National Tourism Administration after Zhejiang Yiwu International Trade City and Haining China Leather City. Every day people are bustling and bustling.

In the 35 professional markets of men's wear center, women's clothing center, children's wear center and so on, you can find clothes from tens of yuan to thousands of yuan. You don't have to worry about the poor bargaining power, but you may be frightened by the store's question: "do you want hundreds of pieces?" this is the largest clothing wholesale trade base in the country. In 1999, it was designated by the State Economic and Trade Commission as one of the first 35 key contact markets in the country.

each clothing In the professional market, the clothes displayed in the clean and bright windows are colourful. Every store has a "good heart" name. The men's dress is called XX Wei, XX emperor, the women's dress is called XX beauty, XX fashion. But it is hard to be remembered by consumers. "It sounds like a copycat". In some fashionable fashion people's eyes, these names are hard to be regarded as "brands".

In May 20th this year, at the scene of the Sixth China leisure wear design elite Grand Prix held in Changshu, Wang Yang, mayor of Changshou City, said that there were more than 3500 textile and garment enterprises in Changshou City. Among them, there were 550 large scale production enterprises and about 300000 employees, with a production value of 120 billion yuan.

The Secretary General of the Changshu clothing association told reporters that the regional brand of Changshu clothing has a certain reputation throughout the country. First, because of the large number of enterprises, the textile and apparel industry chain is very complete, and the fabrics, accessories and logistics have complete matching; two, because of the advantages of geographical location, traffic is accessible in all directions; three, because there is a mature wholesale market and a smooth channel.

In addition, the Changshou City government has been supporting small and medium-sized enterprises from the perspective of "water fish farming", creating a relaxed external environment, which has achieved 10 million urban resident population and over 300 thousand of textile and garment practitioners.

However, apart from Bosideng, Xue Zhong Fei, Kang Bo and so on, under the famous regional brand of "Changshu clothing", there are few famous individual brands, and the three brands belong to Bosideng International Holdings Limited. In another famous clothing industry cluster in Jinjiang, Fujian, there are dozens of well-known national brands, such as Anta, rich birds, Hongxing Erke, seven wolves (002029, stock bar), Jin Ba, Qipai and Li Lang.

"Here. clothing It is through the professional market of garment city to carry out the third party channel sales, not facing the consumers, so the brand influence is not as good as that of Fujian enterprises. Moreover, the "Jiangnan culture of" the small and rich and comfortable "also makes the bosses lack the sense of urgency of Minnan people, and a lot of enterprises are growing up from small workshops. The management mode of the husband and wife shop determines that the scale of the small and medium-sized enterprises can only be developed to small and medium-sized enterprises. Return to Mowgli.

At the end of last year, AQSIQ released its own brand value list of China's manufacturing industry in 2013. Bosideng's brand value reached 18 billion 403 million yuan, ranking the first place in the clothing and footwear industry. The second is Anta from Jinjiang, with a brand value of 7 billion 767 million yuan. On the list, the next third, fourth, fifth points are 361 degrees, 603555 birds, and Jordan are all Jinjiang enterprises.

"The government has noticed this and is also promoting the brand building of individual enterprises." GUI Wuji told China Economic Weekly that the government of Changshou City has begun to attach importance to the phenomenon of "strong whole and weak individuals" in garment industry, and is gradually creating the environment for clothing enterprises to build brand: first, to strengthen the guidance of entrepreneurs' brand awareness, to organize entrepreneurs' training and to study in developed areas; two, to make policy tilt and provide funds for bigger and stronger enterprises; the three is to continue to strengthen regional brand publicity of Changshu clothing; Changshu apparel industry often appears in various towns jointly exhibiting at large domestic and international trade fairs.

"In the early 90s of last century, Bosideng registered trademarks in the more than 50 countries in the world after its trademark was registered in the country. At that time, there were many clothing enterprises in Changshu, but few really concerned about the brand." Wang Chenhua, director of Bosideng brand center, believes that the vision of Gao Dekang, the head of the company, has led Bosideng to seize the opportunity to build the brand.

Designer bottleneck restricts Changshu clothing brand

Ten years ago, when the "Chinese famous brand" and "China famous trademark" were not banned, the two brands of Changshu brands could get a reward of 500 thousand yuan from the government at once. The leaders of the government would mention these brands on various occasions.

A staff member of the Changshou City government told reporters that there are many specific measures for the government to support the development of the clothing industry. For instance, the leisure wear design competition has been held for 6 consecutive years in order to enhance the fashion. In order to grasp the industry trend, this year, the first index of China's clothing industry "China Changshu men's clothing index" has been released this year, and the identification and management measures of the "headquarters enterprises" that are encouraged to be bigger and stronger in Changshu have been identified as Changshou City's "headquarters enterprises", and they can receive government's office housing subsidy, personnel subsidy and business contribution award.

In May this year, Alton Garments Co., Ltd. was recognized by the government of Changshou City as a headquarters enterprise. The company was also awarded the first "fast fashion brand construction demonstration base" by the China clothing association. Wang Liang, the brand consultant of the company, told China Economic Weekly that Alton has jumped out of the past development mode of Changshu garment enterprises, and controlled more than 400 channels through direct investment and franchisees but not leading management. "Southern enterprises are built on the basis of foundry. They are already familiar with their own brands. However, if a regional brand wants to make a national brand, it will take a long way to go. " Wang Liang said.

Clothing enterprises in Changshu to make brand, the advantage is that there is a complete industrial chain and government support for a relaxed environment, enterprises in the past brand building in the national and provincial honor, can get the support of policies and funds. The disadvantage is that there is no high-quality and professional management team in Changshu. There are too few high level marketing personnel and lack of high-end designers. A local industry thriving in the wholesale market will be considered by some designers to be "low-end", and the boss who is accustomed to the wholesale "volume" can not accept the unique designer of the idea, but the boss and the designer can not see each other.

In Jinjiang, the designer is very popular with famous brands, and the interaction with the market is also good. The top prize of Chinese fashion design, "Golden Summit" winner Wu Xuekai, has won the "Chinese collar" for seven card men's wear.

"Although Bosideng brand has gone all over the world, we also hope to have more powerful brands to win glory for Changshu's clothing industry." Wang Chenhua said that many other garment industry clusters have already left their businesses and moved their headquarters to big cities close to fashion centers such as Shanghai, but as far as he knows, Bosideng has no intention in the near future.