Changshu, A Famous Garment City, Is Embarrassed By Brand: More Than 3500 Home Service Companies Are Known Only By Bosideng.

< p > early July, the China clothing association released the list of top 100 enterprises in China's garment industry in 2013. The first profit is Bosideng. This small business growing from Changshu is almost the name card made in China by the clothing industry. Just like the clothing industry is the business card of Changshu in the 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.

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< p > > a href= "http://sjfzxm.com/news/index_c.asp" > in the Sixth China leisure wear design elite Grand Prix held in Changshu < /a >, it has become the stage for local clothing enterprises to build brand.

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< p > outsiders go to Changshu. Besides visiting Yushan, Shang Hu and 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.

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< p > in the 35 professional markets of men's wear center, women's clothing center and children's wear center in the scenic area, 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 shopkeeper'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.

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< p > inside the clothing 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".

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< p > in May 20th this year, at the scene of the Sixth China leisure wear design elite Grand Prix held at < a href= "http://sjfzxm.com/news/index_s.asp" > Changshu < /a >, Changshou City mayor Wang Yang introduced that at present, there are more than 3500 textile and garment enterprises in Changshou City, 550 of which have more than medium-sized enterprises, about 300000 of employees and 120 billion yuan of output value.

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< p > the Secretary General of Changshu Garment Association told reporters that the regional brand of Changshu clothing has a certain reputation in the whole country. First, because of the large number of enterprises, the textile and apparel industry chain is very complete, and the fabric, 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 there is a smooth channel.

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< p > 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.

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< p > 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, Jin Ba, Qipai and Li Lang.

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< p > > the clothing here is sold through the professional market of garment city such as the third party channel, not facing the consumers, so the brand influence is not as good as that of Fujian enterprises. Moreover, the "Jiangnan culture of" rich and small "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 development of the small and medium-sized enterprises can only be developed.

Return to Mowgli.

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< p > < < a href= > http://sjfzxm.com/news/index_x.asp > > /a > last year, AQSIQ released the list of independent brand value of China's manufacturing industry in 2013, Bosideng's brand value reached 18 billion 403 million yuan, ranking the first place in 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, Jordan and Jinjiang.

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< p > "the government has noticed this and is also promoting the brand building of individual enterprises."

GUI Wuji told reporters that the Changshou City government has begun to attach importance to the phenomenon of "strong and weak individuals" in garment industry, and is gradually creating the environment for clothing enterprises to build brand: first, strengthen the guidance of entrepreneurs' brand awareness, organize entrepreneurs' training and study in developed areas; two, support enterprises in making bigger and stronger enterprises, providing financial support and so on; three, continue to strengthen the regional brand publicity of Changshu's clothing industry. Changshu's clothing industry often appears in the joint exhibition of various towns at home and abroad.

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< p > "in the early 90s of last century, Bosideng registered trademarks in the more than 50 countries in the world after its trademark registration in the country. At that time, there were many clothing enterprises in Changshu, but few really concerned about brands."

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.

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< p > < strong > designer bottleneck restricts Changshu clothing brand < /strong > /p >

< p > it is understood that ten years ago, when the "Chinese famous brand" and "China famous trademark" were not yet banned, the two brands of Changshu brands could get a reward of 500 thousand yuan from the government at one time. The leaders of the government would mention these brands on various occasions. The benefits brought to the enterprises can not be calculated.

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< p > 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, 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" to encourage the bigger and stronger enterprises to stay in Changshu have been identified as Changshou City's "headquarters enterprises", and they can get the government's office housing subsidy, talent subsidy and business contribution award.

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< p > May this year, Alton Garments Co., Ltd. has just been recognized by the government of Changshou City as a headquarters enterprise. The company has also been awarded the first "fast fashion brand focus construction demonstration base" by the China clothing association.

Wang Liang, a brand consultant of the company, told reporters that Alton has jumped out of the past development mode of Changshu garment enterprises, and has invested more than 400 outlets in direct investment and franchisees but not in 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.

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< p > go to Mowgli told reporters that clothing enterprises do brand in Changshu. The advantage is that there is a complete industrial chain and a relaxed environment supported by the government. Enterprises have received the support of policies and funds after obtaining national and provincial honors in brand building.

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.

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< p > in Jinjiang, the designer is very popular with famous brands, and has a good interaction with the market. The top prize of Chinese fashion designer Wu Xuekai, the gold top prize winner, has won the "Chinese collar" for seven card men's wear.

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< p > "although Bosideng brand has already moved to the whole world, we also hope to have more powerful brands to win glory for Changshu's clothing industry."

Wang Chenhua said that many of the other apparel industry clusters have left their own businesses and moved their headquarters to Shanghai and other big cities close to the fashion center, but to his knowledge, he did not have this plan in the short term.

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