Chinese Clothing Enters The Era Of Independent Brand Development

　　 "The new three years, the old three years, sewing three years". For most Chinese, such a reality has long gone. The rapid expansion of consumption demand by modern people has created a rapidly developing industry in China. Data show that as early as last century In the middle of 90s, China became the world's largest producer, exporter and consumer.

According to the statistics of the National Bureau of statistics, the sales volume of wholesale and retail businesses above the quota reached 524 billion 410 million yuan in 2008, an increase of 69.6% over 4 years ago. Among them, retail sales grew rapidly and increased 1.39 times in 4 years to 265 billion 560 million yuan.

At the joint press conference on "2010 China corporate social responsibility report" held in July this year, Duyu Zhou, President of China Industrial Association, revealed that the domestic sales value of Enterprises above the industrial scale increased by 28.26%, creating the best results in the same period of history.

The gradual growth of our industry is also reflected in the growth of foreign exports. According to the people's daily report, China's exports account for 32.71% of the world's market share. In the first half of this year, exports of goods increased by 22% over the same period last year, which has exceeded the highest level in history.

However, in recent years, despite the increasing brand awareness of Chinese enterprises, there are many well-known brands familiar to the public, but these brands still lack international competitiveness.

It is reported that the domestic brand profit is only 1/3 of the foreign brands. Some experts say that China's industry is still at the low end of the supply chain, and the lack of original brand is the biggest weakness. Although Chinese enterprises have mastered the world's top processing technology, most of them compete with international brands through low cost advantages such as quantity expansion and cheap labor. Brand culture, operation and logistics links have not reached the level of international brands. The embarrassment of "exporting 800 million shirts to buy a A380 Airbus" has not been fundamentally changed.

The low international competitiveness of our industry is also reflected in the lack of originality and low level of design. Insiders pointed out that there are a lot of imitation and plagiarism in domestic design, and there is a widespread phenomenon that "domestic general brands copy domestic brands, and domestic big brands copy foreign brands".

This situation has also led to a large number of small and medium-sized enterprises in the past global financial crisis, bankruptcy and bankruptcy. Now, under the pressure of rising cotton prices, domestic enterprises will face new challenges.

However, some analysts believe that these pressures are both challenges and opportunities for China's industry. Consumption is moving towards the brand age. Chinese industry should continue to promote brand development strategy and promote industrial transformation and upgrading. In order to win the initiative in competition, enterprises can only grasp the psychology of consumers and seek new and different ideas in a timely manner.

Jiang Hengjie, executive vice president of the China Association, pointed out that China has entered the era of vigorously developing its own brand and increasing the added value of its products. Taking the road of brand and promoting the strategy of Chinese famous brand is the only way for China's upgrading and sustainable development.

Lv Zhihua, deputy director of the Trademark Office of the State Administration for Industry and commerce, said in March this year's "Ruyi China Forum" that innovative enterprises can fully cover the brand and technology of the enterprise through trademarks, and enhance the added value of the brand through the operation of the trademark. For example, in the industry, Austria "Modal" is a kind of fabric manufacturing technology. Because of the trademark registration, if our enterprise uses the name "modal", we must provide the licensing fee for the trademark registrant.

And for some small enterprises with weak strength, they can rely on personalized original design to improve the added value of products. It is understood that many shops on Taobao rely on small processing plants to launch a series of personalization, and some styles can sell thousands of pieces a day.

In addition, the cultural connotation of the brand has attracted the attention of many young people. A survey released by the China Youth Daily Social Survey Center in October this year showed that 80.8% of respondents confirmed that many people were consuming symbols rather than commodities themselves.

In April this year, Professor Chen Shaofeng, vice president and doctoral tutor of the Cultural Industry Research Institute of Peking University, proposed in the summit forum of China's industrial development trend in the post crisis era that the key to the fashion industry is to rely on innovation and creativity to enhance the value of the fashion industry through cultural innovation. Enterprise's cultural and creative ability, industrial chain integration and quick reaction capability will play a decisive role in the future market competition.

According to "Economic Daily" November 5th reported that the British Trade and investment department recently released the "British clothing industry value" report that the fashion industry's contribution to the British economy is 21 billion pounds, an indirect contribution of 16 billion. Pound 。 The 816 thousand direct employees in the British fashion industry are the most employed industries in all creative industries. Their output value ranks fifteenth among the 81 industries in the UK.