Chinese garment enterprises create their own brands

Over the years, the Chinese garment industry has been imitating the West in terms of product development, fashion trends, brand connotation, and so on, and has always been unable to make its own characteristics. Therefore, the future development of China's garment industry must have its own brand. On the basis of the establishment of independent brands, we will take the creative, refined and personalized development path. We will rapidly enhance our own competitive advantages in product innovation, serialization, and diversification, in addition to marketing and management and brand promotion. Strengthening our own strength is the right path to future development.

China's apparel brands need to take the path of personalization and refinement. After more than 30 years of low-cost, high-yield, golden age, China's apparel industry has now entered a period of high-cost, low-growth transformation. Under such circumstances, on the basis of maintaining the stable development of the industry, the stable development after the transition has become the goal of many domestic garment companies.

Although in the past 30 years, China's garment industry has achieved rapid development, and has made tremendous contributions to the overall improvement of the Chinese economy. Under careful analysis, it is not difficult to find that the so-called rapid development of China's garment industry is nothing more than the "MADE IN CHINA" style of Chinese manufacturing. The identity of the Chinese foundry determined that the Chinese garment industry relied too much on processing profits from foreign orders. Among the numerous garment enterprises in China, few companies have been created in China and have independent brands and independent design capabilities.

For many years, China's clothing industry has been mimicking the old path of the West from product development, fashion trends, and brand connotation. Although MADE IN CHINA has swept the world, it is not a brand recognition for the apparel industry. It is just a cheap label. From OEM to ODM, China's garment industry chain has a production line for luxury goods, but it has failed to bring luxury premiums. Today, many of the world's big-name fashion brands come from Chinese foundries. Every fashion brand comes from Chinese clothing workers. We have world-class clothing processing equipment and factories, but also have a world-class clothing workers, but there is no one of the world's top fashion brands, which can not be said that the Chinese garment industry's sorrow. Therefore, creating a brand and owning a brand has become the key to the development of a new era in the Chinese garment industry.

In addition to creating its own brand, the current fragmented situation in China's garment industry is not conducive to the sustainable development of the industry. In the future, we will take the joint road to merger and change the quantitative advantages of industrial clusters into quality advantages, change the unfavorable situation of excessive competition, and achieve a win-win situation. Small and medium-sized enterprises can become stronger through alliances. Large enterprises can increase their market share, acquire advanced technology of well-known brands, and increase the bargaining power of resource purchases by adopting strategies such as mergers and acquisitions of small and medium-sized enterprises, cross-regional acquisitions, and even overseas acquisitions.

In addition, garment companies need to take the creative, refined, high-quality, high-tech, high value-added, fashion, and personalized development in the future. High-end clothing can be embodied in science and technology clothing, green clothing, brand clothing, and fashion clothing, occupying the high end of the value chain. Improve the company's independent innovation capabilities in R&D and design, from OEM to ODM, to OBM. While maintaining the advantages of cost and quality, the company will enhance its competitive advantage in terms of product innovation, compatibility, serialization, diversification, and rapid response capabilities.

With the loss of a large number of overseas orders by garment companies and the sudden increase in inventory pressure, exports suffered “Waterloo”. Some enterprises that have long been engaged in foreign trade have turned their attention to the domestic market and made adjustments to “export to domestic sales”. E-commerce as a new "Blue Ocean" has also become one of the markets that many garment companies compete for. Internet + as the new direction of development of all walks of life under the new normal has also become a new profit growth point and development trend of the garment industry.

Actively cooperate with foreign apparel groups, multinational apparel group companies have their own brands, capital and technology, and setting up factories in China has become an inevitable trend. Some domestic garment companies should take the initiative to cooperate with them to attract high-quality human resources and high value-added industrial chains to invest. The spillover effects of its design, R&D, production, marketing, management, and promotion are used. This is a shortcut for the garment industry to develop itself and improve its own level. For example, Youngor Group cooperated with Japan's top designers team to build a design center in Italy and other places. Its six brand studios have absorbed nearly 200 designers and collected the latest information on international fashion design, making it a leading company in the domestic industry.

China's garment industry has always been its own brand, lacking in brand design and R&D, marketing, management and promotion. All this has severely restricted the development of China's garment industry. Only efforts have been made to resolve these problems. MADE IN CHINA Will stand in the top of the world's top fashion brands, China's garment industry reappearance.