Brand Building: The Transformation From Output To Design Tests The Wisdom Of Garment Enterprises

At the 2023 China International Clothing Expo (autumn) held recently, many individual champion enterprises appeared among them. The sponsor specially selected the supply chain enterprises that focus on single products in the industry. Some of these enterprises focus on flexible manufacturing, while others have been engaged in shirt, cashmere coat, outdoor sunscreen and other fields for decades. They are characterized by specialty, specialty and novelty, and provide accurate docking for these enterprises, clothing brands, and designer brands, so as to help the industry expand the market and take the path of collaborative innovation and development.

China is a big country in garment production and consumption. According to Tianyan's data, there are more than 1.547 million garment manufacturing related enterprises in China, including more than 208000 newly registered enterprises from January to August this year, an increase of 31.6% over the same period last year.

In fact, China's clothing industry is also facing challenges. On the one hand, with the rise of production costs, some low-end garment manufacturing industries are moving overseas; on the other hand, with the consumption upgrading of "new retail" and the continuous growth of post-95 and post-00 consumers, their clothing consumption concepts and consumption awareness are different from the past consumer groups, and the market demand is changing. Consumers are no longer pursuing the abundance of clothing quantity, but the high quality of clothing and the fashionable and novel design.

Many garment enterprises in China initially developed in the form of OEM, and then gradually have their own brands, with a certain capacity. The business orientation is based on output. This is because, in the face of a huge market and changing seasons, the output can catch up in time to occupy the market, even if it is the same way to enter overseas markets. However, such a model is changing. The terminal consumption channel of clothing has already changed from shops to online. Consumers' demand for personalized and diversified clothing consumption is increasing. This is an urgent need. The clothing industry should adjust its business orientation in a timely manner and transform from production oriented to design oriented with higher profit margins.

For manufacturing enterprises, from the past large-scale assembly line production to gradually personalized customized production, they not only need to adjust their corporate philosophy, from product centered to customer centered, but also need to improve production efficiency through digital means to organically integrate manufacturing and service. In this process, how to build a design team, what kind of design concept to inject into the product, and how to avoid homogeneous competition with peers all test the wisdom of operators.

In addition, the clothing industry involves the linkage of upstream and downstream related enterprises. It is also worth thinking about how to make good use of the industrial Internet platform to achieve accurate docking and effective sharing of relevant technologies and information. Of course, different enterprises in different regions have different target consumer groups for their products. In terms of specific transformation and upgrading strategies, specific problems should be analyzed.

There is another point that can not be ignored. From the initial production of OEM products to the export of local brand clothing products, domestic clothing enterprises should also complete the transformation from quantity to quality in the overseas market, and gradually expand their share in the overseas high-end clothing market. In this process, how to integrate the local features that overseas consumers can accept into the design concept and put these features into practice in actual production will also be the differentiated competitiveness in the international market competition. (Reporter Zhao Ang)

(Source: Workers Daily)