How To Tear Down The Low-End Labels Of Domestic Clothing?

It is reported that, as part of the consumer goods industry, the current China clothing There is a strange phenomenon in the industry: on the one hand, clothing brand On the other hand, the textile and garment industry has achieved double growth in exports and profits. How to explain this phenomenon?

A few years ago, the phenomenon of a large number of clothing industry is still continuing. Act as Men's wear YOUNGOR, which has the largest market share, has closed 35 stores this year. Another big brand, nine herding king, closed 26 stores in the first quarter. This year, there are 71 new retail outlets, but 148 of them are closed.

It is said that these data indicate that the clothing industry is still in the cold winter. However, the data of the General Administration of Customs showed that in April, China's textile and clothing exports increased by nearly 5% compared to the same period last year, and the ratio increased by more than 20%. In terms of profit, the growth rate of textile and garment industry in the first quarter is also close to 7%. It looks not only cold but also warm. Referring to the clothing industry, Gao Yong, vice president of the China Textile Industry Federation, has recently said three "fires", and his voice is full of pride.

Gao Yong: in the past few years, the emergence of the clothing has made a lot of sales of our clothes. Two years ago, after the emergence of nylon lace wire, the introduction of autumn feather was another fire. Now I estimate that almost everyone has a thin down jacket. Last year, the appearance of double faced nylon also made women's coats and ladies' coat fire.

How to explain this cold and hot? In the view of Chen Guoqiang, vice president of China clothing association, the demand for clothing has been growing, the industry is not "cold", and a large number of shops have been shut down because some enterprises have not done well in innovation and transformation and upgrading.

Chen Guoqiang: for example, it has invested in real estate, invested in the stock market, invested in shipbuilding and so on. Its focus is not enough, its transformation and upgrading is not enough, so it will go downhill. The other is that when some enterprises change their market consumption, the degree of fashion, information and reconstruction of industrial chain is not enough.

It is understood that the textile and garment industry has a higher degree of marketization, and the international benchmarking rate is also higher than that of the general consumer goods industry, that is to say, it has long been in line with international standards. A large number of clothing exports to foreign countries, in fact, this industry can side shop, while making money.

However, the industry pointed out that the long-term maintenance of this state is not good, because this shows that the brand recognition of domestic clothing is not high. The general office of the State Council recently issued opinions on the "three products" special action to increase variety, quality and brand. Gao Yong pointed out that creating brand is the top priority of China's garment industry.

Gao Yong: our biggest weakness, our weak link is our brand. As we all know, our clothing exports account for 1/3 of the world's total, but most of the 1/3 are OEM.

In many industries, technology is the core of brand formation, but in clothing industry, brand is defined by design. Gao Yong revealed that China's garment industry is stepping up its efforts to cooperate with the world-renowned clothing institutions to improve the design level. Chen Guoqiang said that with the improvement of the design level, Chinese garment enterprises should gradually try to build their own brands while OEM exports.

Chen Guoqiang: many of our enterprises have already brought the design to Nike, ADI and UNIQLO. Style, quality and fabric selection are all handed over to Chinese enterprises. When we launch our products, we should also go outside with our own brands. That is to say, these processing enterprises must cooperate with other enterprises, play their own brands or international brands, and this has gradually emerged.

How to tear down the low-end labels of domestic clothing? Zhao Ping, director of the Department of international trade research of the China Council for the promotion of international trade (CCPIT), analyzed and interpreted this.

Zhao Ping: the core competitiveness of the textile industry is brand, because the brand to a certain extent represents the majority of people's choice, is the best pass in the market.

At present, the pain of our country's textile and garment industry is the lack of the core competitiveness of the brand. The reason is that the innovation motive of the enterprise is insufficient. Although some enterprises have begun to invest more in innovation, most enterprises, especially those sold in the domestic market, still lack the problem of innovation. They are manifested in two aspects: the domestic market demand is changing. In terms of brand consumption, we are passing through the era of symbolic consumption, and begin to enter the era of quality assurance. The reason why people buy brands is that they have enough good quality guarantee. Consumers are becoming more and more interested in brand design, so designer brand is becoming popular, and it is in a fast rising stage. Homogenized products are becoming less competitive. And our traditional advantage is low cost expansion, which means that the traditional and extensive mode of development has no way to go, so some enterprises that had previously made blind expansion had to start shrinking the front line.

Therefore, we must shift the development strategy of enterprises to quality and brand creation. Although many enterprises aspire to create brand, creating brand is not achieved overnight. This is a long-term accumulation process. Design research and development is a very important link for enterprises to create brands, and designers are the most important chain in this link. But for a long time, domestic schools have been in a weak state in cultivating students' innovative spirit and innovative ability. Enterprises do not pay much attention to their designers, and even do not want to hire famous designers with high salaries.

Therefore, in order to enhance the quality and create famous brands in China, it is necessary for us to start from two aspects: first, we should enhance China's innovation ability, reform the education mode with the wave of mass innovation and entrepreneurship, and provide a better educational environment for all kinds of innovative talents; second, we should increase the protection of intellectual property rights, crack down on the production and sale of all kinds of fake and shoddy goods, and provide a better environment for enterprise innovation. Therefore, on the whole, innovation is the core competitiveness of enterprises, whether it is from the current situation or the future development trend. It is the only way to enhance the quality and create brand.