Spinning Clothing Brand Road Is Bound To International Competitiveness, But Also Look At The "Non Cost" Advantage.

When the global textile and apparel industry is focused on Vietnam, Bangladesh and so on

In early November, the 2011 China International Textile and garment trade development forum, sponsored by the Ministry of Commerce, the China Textiles Import and Export Chamber of Commerce and the China Foreign Trade Center, was held at the Canton Fair Exhibition Hall.

Conference on current global textile

"Efficiency scale" instead of "cost considerations"

Since the end of last year, European and American textile and clothing brands have shown signs of shrinking the manufacturing front.

In the wake of the "French made" strategy, some French companies began to move back.

The famous French sports leisure brand "lecoqsportif" and the famous snow brand "Nightingale" (Rossignol) have relocated the brand R & D center and production base to Senna LM city in 1948 after leaving France for many years.

The Southern Mississippi government's multiple incentives, including loans, subsidies, bonds and tax relief, are also preparing for the return of traditional manufacturing enterprises such as equipment, furniture, textiles and clothing.

European and American fashion clothing brands have gradually shifted their production base from some low-cost manufacturing countries in Asia to the mainland. Harry Van Dalfson, chairman of the International Fashion Federation (IAF), seems to have caused this phenomenon because more and more top executives of clothing enterprises are conscious of the fact that production efficiency and supply capability are more important than manufacturing costs.

"These fashion apparel brand leaders mentioned the above views when they talked about the future development trend of sourcing and marketing concepts.

At present, the textile and garment industries in various countries will be affected by economic, financial and political factors.

Under such circumstances, high production efficiency and stable supply are important criteria for measuring the manufacturing capacity of the manufacturer. "

Da Aif Sen said.

Vietnam's manufacturing industry, which has always attracted relatively low labor costs to attract foreign capital, is facing such a test.

A survey of 1000 foreign enterprises in 9 industries in 6 provinces and cities has shown that even with relatively cheap labor force, the lack of labor skills is gradually weakening the "Vietnam made" competitive advantage.

Most of the foreign-funded enterprises interviewed believe that about 23% of the local staff lack the labor skills required by the enterprises, and about 35% of the employees are unable to meet the production needs of the enterprises, so it is difficult for the enterprises to recruit high-quality staff locally.

Employees lack the ability to accept and master new technologies, and inefficient production directly affects foreign-funded enterprises in the local factories to upgrade technology and equipment and expand production scale.

The road of brand is imperative.

In fact, it is not only the Vietnamese manufacturers who create competitive advantages at low cost that in the current environment of rising raw material prices and tight energy supply, the pformation of "cost advantage" into "non cost advantages" has become the main competitiveness of textile companies in the international competition.

Fu Ziying, Vice Minister of Commerce, pointed out at the meeting that China's textile and garment exports now account for about 1/3 of the global market share, and trade partners in more than 200 countries and regions all over the world provide consumers with high cost performance and high quality products.

However, the lack of brand discourse power is still the deep-seated malpractice of textile and garment enterprises in foreign trade. "We must see the challenges faced by China's textile and garment industry.

The first is the lack of innovative design capability and lack of independent brands.

At present, China's textile and clothing exports are still dominated by OEM, and the proportion of independent design and independent brand merchandise accounts for less than 10% of the total exports.

Fu Ziying said.

As a company exporting nearly 10 years of its own brand clothing, Dong Shang clothing Limited by Share Ltd has long been familiar with the way of winning the market by brand.

At this forum, Zhou Zhihai, vice president of the company, interprets the understanding of the brand value of the product. "BMW, Mercedes Benz and other German products show the world the excellent quality of" made in Germany ".

From this, a country often relies on products to establish a national image.

And the product should win the consumer's trust and the trust of the market with its own brand idea and brand culture. "

Zhou Zhihai said.

It is understood that the overseas market business of Dong Shang clothing Limited by Share Ltd is located in Russia, Eastern Europe, Spain, France, the United States and other places. The company owns SNOWIMAGE, VLASTA and MISSSUN three brands facing the international market and a brand MISUN facing the domestic market.

Among them, the SNOWIMAGE brand has become an outstanding representative of fashion clothing in Eastern Europe.

Zhou Zhihai said, "because of climate reasons, the hot clothing products in the Russian market are mainly cotton clothing, down clothing and other warm coat clothes. Compared with 10 years ago, the market change is that consumers are not only paying attention to the price of products when they buy clothes, but their cognition of brand clothing has been greatly improved."

Zhou Zhihai believes that this change requires export enterprises to pform the development mode and consolidate the market through effective brand building.

"In recent years, we have been promoting our brand image in print media and related exhibitions by integrating media resources in the target market, so that more customers and consumers will have a better understanding of SNOWIMAGE brands and products.

Every season, consumers in big cities such as Moscow and St. Petersburg will see SNOWIMAGE's brand image and new products from street posters or subway billboards.

Zhou Zhihai said.

Grasp competitiveness with a sense of social responsibility

Apart from brand competitiveness, another focus of the participants is the sense of social responsibility of textile and garment enterprises.

Harry Van Dalfson, chairman of the International Fashion Federation, believes that in the process of globalization of textile and garment industry, social responsibility will be an unavoidable task for enterprises.

Textile enterprises in various countries should establish a sense of responsibility for the society and environment and standardize and standardize their sense of responsibility.

"If a global textile and garment enterprise can voluntarily take measures to improve production conditions, improve product safety and achieve social and environmental purposes, it will not only enhance its brand image, but also enable it to maintain unshakable market competitiveness."

Da Aif Sen said.

Yu Qi, executive vice president of WRAP, points out that textile and garment enterprises should pay attention to the inner meaning of social responsibility.

There are two aspects of corporate social responsibility: one is about the harmonious work of society, including harmony with employees, environmental harmony, and supply chain harmony; and the two is a commitment of enterprises to contribute to sustainable development in order to improve the quality of life of stakeholders.

"Enterprises that fail to fulfill their social responsibilities will surely lose their core competitiveness in the future."

This speech was widely recognized by the participating enterprises.

According to Zhou Zhihai, Dong Shang clothing Limited by Share Ltd has contributed to the post disaster reconstruction work of Guanghua primary school and Changping primary school in three counties in Sichuan.

In his view, textile and garment enterprises have their own industry responsibilities. "Textile technology and washing technology can not meet the environmental pollution caused by international standards. The lack of strict quality control is harmful to the interests of consumers. This will be a problem that textile and garment enterprises must solve, and it is also the social responsibility that enterprises should shoulder most."

Zhou Zhihai said.