Clothing Brand Road Is Difficult

"Our clothes 100% OEM How hard it is to build its own brand. Mention brand building, participate in the 110th Canton Fair many garment enterprises told reporters. At present, domestic enterprises have their own brands. Very rare The lack of brand has made Chinese garment exporters suffer a lot.

Mr. Zhang, a business manager of a garment enterprise in Quanzhou, Fujian, told reporters that because there was no self. brand The enterprise basically relies on the low processing fee to survive, especially now that the cost has gone up badly, the profit space has been pressed down even lower.

Qian Yang, the business manager of Jiangsu international textile and garment department, describes the current situation of foreign trade companies by using cracks to survive. Because there are no independent brands and production lines, they can only maintain up to 15%. profit And when he quotes to foreign businessmen, Qian Yang lets the salesmen subtract the 15%, or else the foreign businessmen will turn away.

Qian Yang said that clothing companies have entered the late autumn before the severe winter. Mr. Zhang pointed out that there were few clothing enterprises in Quanzhou before 2006. In recent years, there were four thousand or five thousand garment enterprises, and the competition among them was quite intense. Reporters interviewed learned that enterprises in Hebei, Jiangxi and other places also felt the same pressure. "We have been considering exploring brand building, but it is not easy to really do it." Zhang Jiming, general manager of Hebei Li you Fashion Group Co., Ltd. shook his head and sighed. "There are tens of thousands of garment enterprises in China, but there are three hundred and fifty brands with their own brands. In fact, many enterprises have recognized the brand strength in fierce competition, but because of all sorts of helpless factors, they still can not take the road of brand.

Xiong Yueyuan, the business manager of Ningbo Huayi apparel Co., Ltd. believes that small and medium-sized enterprises need to invest in foreign brands, invest and channel all need to exert great efforts and have many difficulties in operation. Besides, the cost of brand building has also led many enterprises to be hesitant. Xiong Yueyuan said: "to build brand, equipment, production line and so on, we need to update, and we need to exchange blood. Therefore, enterprises can only consider more about ensuring output and making the list at the moment, making great changes.

Nevertheless, the exploration of clothing brand building has already started. Qian Yang believes that enterprises need to have more development opportunities in particular at present. Small businesses are small, but the strength of gathering and integration cannot be underestimated. Located in Wuxi, Jiangsu, China's textile city has gathered all kinds of textile and garment fabrics, household textiles and industrial textiles. China's textile city has become the largest textile distribution center in the world through the agglomeration effect of enterprise agglomeration. Zhou Rusheng, director of the China Textile City Management Committee, told reporters that although the order volume of clothing in China Textile City is decreasing, the order quantity of light textile products is growing, and the order volume in the first three quarters of this year has been flat with last year.

The retail network of Dong Shang clothing Limited by Share Ltd, which already owns SNOWIMAGE, VLASTA and other brands, is distributed in more than 20 countries and regions around the world. Its sales outlets in Russia and Eastern Europe reach more than 1000. Zhou Zhihai, managing director of the company and director of overseas affairs department, said that the company has sold the quality down garments through channels such as boutiques, and has initially set up the image of Chinese clothing enterprises in Eastern European countries. The next step is to open more brand stores in foreign countries, and the sales volume of specialized shops should reach 70%~80% of the total export volume of the company. Zhou Zhihai believes that the exclusive store not only represents the image of the enterprise itself, but also can directly portray the image of the Chinese parent brand, and the creation of China's overall brand image will benefit every Chinese enterprise in turn.

Zhang Xin - Ke, director of the teaching and research section of the clothing structure and Technology Department of The China Academy of Art, pointed out in an interview with our newspaper reporter that the first thing we should do is to correct the values and create a clothing brand with pure heart. Zhang Xinke also believes that enterprises do not care about the size, there is the possibility of building brands. "Clothing enterprises should make the core and essential things of clothing pure, such as fashion and quality, not thick lines, not fraud, only on these bases can we create brand." He said.