How Should China'S High International Road Go?

Despite the fact that Chinese consumers have already had a large demand for customization, and domestic brands have been exploring for more than 20 years in the direction of customized development, it is a pity that no brand has been recognized by the international industry.

"Although China's brand has made many efforts in the world, it has made many shows and has participated in many exhibitions, and has received reports from foreign media. However, if we want to get the full recognition of the industry, we need a very high standard. It is far from enough to rely on these alone, let alone the Haute Couture qualification issued by the French High Fashion Association."

Zhou Ting said.

It is understood that at present, the French High Fashion Association has only 11 long-term members, including Chanel, Christian Dior, Jean Paul Gaultier and so on.

In addition, there are still "inviting members" in the guild. Chinese designers Ma Ke, Lawrence Hu, Lan Yu and Yin Yi Qing all belong to this list.

However, compared with the popularity of Chanel, Christian Dior and other brands, few Chinese high-end clothing brands are known.

Zhu Qinghua, a light industry researcher at CIC believes that although China's advanced custom garment market has developed more rapidly in recent years, compared with international brands, the development of China's advanced custom garment industry is relatively low, and the market size is relatively small.

Zhou Ting also said that no matter what

Or other handmade products, the domestic high-end design brand must be satisfied with the following conditions if it wants to be recognized by the international industry: first, the customization ability of the brand should be continuously developed, the standards and processes of the customized products can be recognized internationally; secondly, the professional team will be able to guarantee the quality of the products even if the quantity is produced; thirdly, the quality of the products will be guaranteed.

Finally, it is necessary to have quick access to capital and achieve rapid industrial development.

"LV bags have been raging in China for 30 years like typhoons.

But I believe China will be able to emerge in 5 years.

Brand; 20 years later, China's Handmade luxury goods must be at the forefront of the world.

Ge Wenyao, the head of Shanghai Jahwa, is now the president of the Shanghai International Fashion Federation, and has set up a company called "Gao Ding Shanghai" to build it into a Chinese local fashion boutique custom paction service platform.

Zhu Qinghua believes that the reason why foreign brands can enjoy a good reputation in the world is to set up global brands, while China's high-end handcrafts are inadequate in brand positioning and marketing plans, and fail to form big brands or big industries.

In the future, the development of high-end handmade products in China is lacking in a more mature business mechanism.

Daniel Harari, chief executive officer of France's Dior, Chanel and other famous fashion brands, which has provided software support and tailoring for more than 40 years, told reporters that "if Chinese brands want to remain competitive, they need to improve their value, service, brand quality and creativity, so that they are different from others."

Andreas Kim, President of Greater China, also believes that through investment innovation and intelligent technology, Chinese garment manufacturers can shift their focus to operational efficiency and product quality, and eventually make "made in China" truly become a trademark of excellent quality.