Throw 1 Million, Ask Kenny Ho To "Stiffen".

Encountering internal and external attacks on Sichuan

"This is the first time that Sichuan clothing enterprises have invited domestic movie stars to endorse". Yang Shuqiong, Secretary General of the Sichuan clothing (apparel) Industry Association, told the Chengdu Commercial Daily yesterday that the production equipment and technology of Sichuan garment enterprises were not bad, but the brand awareness was relatively low, and now it is at a crossroads. If we do not grasp the development opportunities of the next five years, the Sichuan style clothing will be completely marginalized. This year the association will focus on cultivating Sichuan style clothing brand.

No brand, Sichuan garment enterprises are hurt.

At the end of last month, several presidents of the Sichuan clothing (apparel) Industry Association held a meeting to discuss the development of Sichuan's clothing industry.

"Compared with the past few years, the clothing industry in Sichuan has made great progress, but there are still many disadvantages." Yang Shuqiong said, "brand" is the biggest short board of Sichuan clothing.

"There are more than 4000 large and small garment manufacturers in Sichuan, but there are few local brands with a good reputation."

According to the statistical data provided by the association, at present, Sichuan clothing has initially formed men's clothing, women's wear, children's wear, casual wear, professional wear, down jacket, windbreaker, dress, underwear, fur, jeans, trousers and so on.

By the end of 2010, clothing production was 240 million, with sales revenue of nearly 20 billion yuan, and about 1000000 of the employed population. The annual industrial output value increased by 30%.

For a long time, Sichuan's clothing is mostly based on OEM, and its own brands are few.

"In fact, the production equipment and technology of Sichuan clothing enterprises are not bad, but the brand awareness is relatively low," Yang Shuqiong said. During the "12th Five-Year" period, the national expansion of domestic demand and other measures will bring huge development opportunities to the garment industry. "If Sichuan enterprises can not seize this opportunity, they will be completely marginalized". For this reason, the association proposed this year to create the "Sichuan school clothing" goal, and create the "Sichuan pie clothing" brand.

Chengdu, a person in charge of garment enterprises who does not want to be named, also said that due to the substantial increase in production costs, the lack of popularity of the independent brands and the lack of orders, the cost of production has been further pushed up, and the enterprises of other provinces and cities have been constantly grabbing the local market.

Find the star "Sichuan school clothing" breakthrough first gun

"Coastal enterprises have a high reputation, large orders, and large scale production will help reduce costs". The foregoing enterprise responsible person said, with a pair of children's trousers as an example, the production cost of each enterprise with its own brand is about 8 yuan, but the local enterprises in Chengdu are likely to have 11 yuan.

He said that it takes time to cultivate a brand, and the cost of the period is also a pressure for the enterprise.

Because of this, in the face of high cost, most enterprises adopt the way of inviting models to endorse.

In this regard, Chen Mengqi, general manager of Xianghe bird clothing, also said that the company mainly engaged in production and sales of professional clothing. Last year's profit was nearly 5 million yuan, and nearly 20% of the profits were invited.

He told the Chengdu Business Daily reporter on the phone that when a salesperson took a picture album to promote some units, if he invited only some models to endorse, it would be very difficult for potential customers to remember the company's image, and inviting the star endorsement would not only deepen the impression of the company in the other's mind, but also enhance the brand image of the company.

Chengdu Business Daily reporter learned that Kenny Ho's behalf of the company's products endorsement fee of 1 million yuan, which is the first time Sichuan enterprises invited domestic movie stars endorsement.

"Although their practices are quite common in the coastal area, it is a positive attempt of Sichuan garment enterprises to open up a breakthrough for Sichuan style clothing," Yang Shuqiong said. The main sales area of Sichuan garment enterprises is Sichuan local. Local enterprises urgently need pformation and upgrading, and boldly go out to explore the market. "This year we will organize enterprises to participate in the industry exhibition, and promote Sichuan clothing by a series of activities."