Chinese Apparel Industry: Who Is Sticking To Their Own Brand Belief?

From the perspective of economic development, the Chinese dream to realize the great rejuvenation of the Chinese nation is to cultivate a number of world-renowned Chinese independent brands. However, in China's clothing output, the real independent brand is only 10%, and the remaining 90% are unlicensed, OEM, Licensing Exit. Reporters believe that the reason for this phenomenon is that although there are brands, but the phenomenon of repeated production of products, identification is not high, copy style design. In addition, when sales are better, they do not want to transform, but continue to "greedy" to sell products. When sales fail, inventory is too much and capital is exhausted. Talk about transformation becomes empty talk, the result is to fight time, can drag one day for a day, can not get rid of the boss is missing. How does a clothing company plan its brand? Who is sticking to its own brand belief?

　 Exception: the longest designer brand

When Peng Liyuan first appeared in front of everyone in the capacity of "first lady", the Chinese people were also convinced of their clothing brand when they were impressed with the noble qualities of the first lady. "Liyuan style" has taken the exception of the independent clothing brand.

"Exception" is one of the longest and most successful designer brands in China. It was co founded by Mao Jihong and mark. "Exceptions" currently have more than 90 stores in the country. The brand is known as "the belief that women have no shortcomings, only characteristics, and clothing is the media view of expressing personal consciousness and quality accomplishment". With its independent philosophical thinking and aesthetic pursuit, it has successfully created an oriental philosophy of contemporary life art.

The exception is brand premium based on design. First of all, its brand concept, internal and external integration. "Exceptions" believe that when brand culture, style To the market expression is unified integration, in order to show the brand personality as a whole. This involves from concept generation to clothing design, product generation, shop style, service characteristics of the shop assistants, until clothing becomes a part of customer life, and every link should be unified. Secondly, the location and characteristics of "exception" are based on respect. The exception is that she is not only a brand, but also a concept that represents the truth of human nature. The design of "exception" is designed to uncover the spirit behind the clothes, but it is by no means a mere dress and no respect. "Origin, freedom, purity" is the persistent pursuit of "exception" for many years. She firmly believes that the confidence and connotation of the wearer itself make the exception exceptional. For every woman who is delighted because of "exception", it must be the designer's spiritual consensus, unique and self believing. Thirdly, the attitude of "exception" is the insistence of a brave person. "Exceptions" believe that this era needs an attitude. In the course of its 10 years, the greatest recognition of the exception is insisting on its own character. It is with this brave persistence that the local brand camp has the banner of designer brand.

While the exception has been widely recognized by the brand concept, it has boldly developed the cultural concept to the comprehensive experience mode, and has established an integrated cultural space "Fang", which covers bookstores, aesthetic life, coffee, exhibition space and fashion fashion. The first "Fang Shi" was opened in Guangzhou's "Tai Koo Hui" square, covering an area of about 2000 square meters. Fang Fang attracts consumers who originally belong to different fields in a new way, and at the same time promotes brand awareness of customers.

　 Bosideng: committed to national brand image

In recent years, the Ministry of industry and information technology organized an exchange meeting on brand cultivation of industrial enterprises held in Beijing in 2014. The meeting was held in 2014. Industry The enterprise brand cultivation work has carried on the stage summary, and has carried on the award to the outstanding brand cultivation enterprise. At the meeting, Bosideng group was awarded the title of "national industrial brand cultivation demonstration enterprise" in 2013, and became one of the 42 enterprises in China.

The acquisition of "industrial brand cultivation demonstration enterprise" indicates that Bosideng has taken the lead in the country's brand cultivation, system construction and continuous improvement. As a leading brand of China's textile and garment industry, Bosideng has accumulated rich experience in marketing and brand building. Its main products occupy half of the national market for 19 consecutive years and win the only "world famous brand" in China's apparel industry. In 2013, China's independent brand value evaluation issued by AQSIQ, Bosideng brand strength reached 95.5, and its brand value reached 18 billion 403 million yuan, ranking the first place in clothing and footwear industry. "Internationalization of Chinese brands must first be respected by Chinese brands and made in China. "This is not only the brand image of the enterprise, but also the brand image of the country!" Gao Dekang, chairman of Bosideng group, feels that "one of the clothes at the same price is made by French designer and produced in France. One is made in China and made in China. Which consumer will choose from the international market? The answer is obvious. If China's independent brand is to achieve internationalization and establish brand status in the world, it must speed up the upgrading of the national brand image.

Bosideng is a pioneer in the exploration of internationalization of China's clothing brand. In recent years, it has actively and steadily expanded its international market, and has set up a European headquarters and brand flagship store in London, which has bought the British men's wear brand and signed an official partner of the Premier League Tottenham team to promote the independent brand products with the German OTTO. On the eve of the Spring Festival this year, the first fashion experience shop opened in Manhattan Union Square, New York, which attracted the attention of the American fashion industry. But Gao Dekang said frankly that "pressure mountain", he said that with the continuous upgrading of industrial upgrading, China made from quality to technology has improved significantly, and some products even catch up with the international advanced level, such as textile and clothing, white household appliances and other industries have international competitive advantage, but China has so far no real international brand.

Red bean: one hundred percent independent brand

The red bean group is a typical representative of its own brand. From the past knitting mills in Hong Kong to the four groups of textile and garment, rubber tire, ecological pharmacy and real estate development, the development of red beans has been against the market these years. Zhou Haijiang, President of the red bean group, believes that the success of the red bean group lies in its transformation. "In the face of the rising cost of all kinds of factors, the red bean has transformed from the original production and management to the creation and operation, to the transformation of brand management and product innovation. Innovation, brand and talent are the secrets of the successful transformation of red bean." The first transformation of red bean is to outsource these complicated labor. "We only keep 20% of the production business, and the remaining 80% are outsourced to collaborative enterprises. Now, there are more than 500 enterprises collaborate with red bean. Zhou Haijiang said that in order to control the risk of outsourcing, the company dispatched a Commissioner to the factory for every outsourced processing plant, but also implemented a strict last knock-out system. Every year, 10% of the outsourcing companies were eliminated. Outsourced clothing production, red beans make efforts to engage in chain Monopoly and R & D design. With the development and design of products, patents naturally become the most powerful weapon for enterprises to win the initiative of market competition and obtain higher profits. At present, the total number of patents has reached more than 2000.

"Before was the sample processing, the design and the brand are others, we are only responsible for the production link." Zhou Haijiang said, the result is that red beans only make a hard money. Later, red bean began to create its own brand. "One hundred percent original, one hundred percent independent design, one hundred percent independent brand, is a red bean clothing three key words." Zhou Haijiang said. One end of "smile curve" is technology research and development, and the other end is brand marketing. Since 2008, red beans have opened chain stores in the country with its five largest brands, and now there are more than 3000 stores. Only more than 1000 of the red bean men's wear chain stores have been established. It used to be imitation, now is original; no design before, now is a world-class designer design; formerly OEM processing, now is the independent brand to lead the market. This is the road of transformation of the red bean suit and a vivid epitome of the transformation and upgrading of the red bean.

　 YOUNGOR: vertical industry chain shows magic

In recent years, YOUNGOR, which started with the apparel industry, has been involved in diversified operations. Its financial investment and real estate business have made a great difference, forming a pattern of three major business segments. The success of the new business brings not only high profits to YOUNGOR, but also the speculation of the outside world on its development orientation.

In this regard, Li Rucheng, a YOUNGOR boss, has also been hesitant and entangled, but now he looks firm and calm. The clothing industry is his favorite, because it is about the glory and dream of an enterprise. In the business layout of YOUNGOR, the contribution rate of the garment industry is not the highest, but it is the foundation for YOUNGOR to settle down. "I like all three industries of clothing, real estate and financial investment, but in any case, only the" YOUNGOR "clothing brand can achieve the potential of a century brand. Only the clothing industry can achieve my dream. Li Rucheng, chairman of YOUNGOR group, said frankly. "I have a dream to make a consortium like LV, and to make a big clothing brand in the next 10 years through acquisitions and mergers." Li Rucheng hopes that the YOUNGOR brand will win the love of consumers from all countries. However, there is still a long way to go for clothing independent brands to move towards the international stage. YOUNGOR's strategy is to accelerate internationalization by means of mergers and acquisitions, relying on strong capital and strong industrial chains.

This spring, a "breathable shirt" entered YOUNGOR's more than 2000 retail terminal. At the Chinese clothing and accessories fair, YOUNGOR showed this latest achievement. Hemp water washed shirts absorbed the essence of YOUNGOR industrial chain, which not only retained the natural health characteristics such as antibacterial, UV protection, moisture absorption and sweat relief of hemp fibers, but also achieved the softness and silky effect after being processed by Italy's fine water washing process, so it was called "breathing shirt". 5 years ago, after YOUNGOR took the first step toward brand transformation, fashion, technology and culture became the key words. In the past few years, the original design capability of independent brands has been continuously improved by integrating the whole industry chain's R & D design capability. "Innovation technology, upgrading services, building brands, do well in these can achieve transformation and upgrading." Li Rucheng thinks. YOUNGOR has a vertical industrial chain that covers the entire garment industry from raw material production to retail sales, which is unique in the global garment industry. Although the practice of YOUNGOR is controversial, some people think that the clothing industry focuses on making brands instead of manufacturing. But Li Rucheng has made something else that can not be done in the whole industry chain, and has created the "magic" of the industry.