China'S Clothing Brand System Needs To Be Improved

China

Chen Dapeng, executive vice president of the association, said at the 2012 China clothing conference held recently that although clothing companies gradually realized the importance of brand building, China's clothing brands were still concentrated in the middle and low end.

Strengthening design, improving channels and integrating resources is a top priority for pformation.

Design: seize the right of fashion discourse

At present, the soft power needed by China's apparel industry to support the development of high-end brands is not strong.

The characteristics of the brand system are not perfect, the characteristics are not outstanding, the homogenization competition is obvious, and the sustainable development ability is poor.

According to the data of China clothing association, about 10% of high-end clothing is in the domestic clothing market, about 60% of middle and high grade and middle gear, about 30% of low-grade clothing.

In the high-end clothing market, international brands occupy about 2/3 of the market, and the top women's wear is dominated by international brands.

"The biggest obstacle to building brand premium is the absence of fashion discourse power.

The root lies in the insufficient excavation and exertion of Chinese culture.

Chen Dapeng said.

Miao Hongbing, chairman of Beijing white collar Fashion Co. Ltd., said: "the Chinese culture that constantly innovates, accumulates and precipitates is the key to the gene and upgrading of China's clothing brand."

Antique hook flowers with a touch of sliding silk fabric, accompanied by a modern cut.

Just released the 2012 spring and summer series of China International Fashion Week, Tang Jie, Zhao Huizhou and other designers and some clothing brands invariably adopt more modern techniques to interpret traditional Chinese culture.

"We are facing the global market, and only Chinese elements are not acceptable.

We should use modern fashion language to innovate, form a globally recognized East beauty, and enhance the international fashion discourse power.

Miao Hongbing said.

Value: integrate industry chain

According to the data of China Apparel Association, the number of garment exports has been negative growth for 13 consecutive months, and the domestic market needs to be explored.

In January ~9, the sales revenue of 14328 Enterprises above designated size increased from 13% at the beginning of the year to 10%.

At present, the number of deficit enterprises has reached 16.32% in the enterprises above Designated Size, and the average loss has increased by 47.75% over the same period.

"In the past, we earned wage earners.

Today, profits are decreasing, and the number of "migrant workers" in the world market is increasing.

Chen Dapeng said that when the traditional advantage declines and the design capability needs to be improved, the integration of industries and the extension of value chain are the inevitable choices for improving the competitiveness of clothing brands.

Take YOUNGOR as an example, YOUNGOR has improved its ability to control the industrial chain by integrating raw material production base, design center and garment manufacturing plant, and the market sales have been further stabilized.

Industry experts suggest that in the form of group or industrial cluster, the innovative antennae can be extended to various links including product design, raw material procurement, warehousing and pportation, terminal sales and so on, so as to achieve vertical and efficient integration.

And through the integration of the industrial chain, Chinese clothing brands will break through the high value added chain and enhance their overall competitiveness.

Without affecting the brand positioning, Chinese garment enterprises can try to change the channel of operation.

"UNIQLO, ZARA and other brands entered the Chinese market when they introduced the concept of supermarkets and adopted supermarket self-help shopping."

Chen Dapeng said that building e-commerce platform and innovative store joining mode will make the existing clothing marketing methods more diversified.

"In particular, the emergence of online customization has enabled ordinary consumers to enjoy private customized clothing services, and will serve as a new buying mode and become a new growth pole for the industry."

Chen Dapeng said.

Data show that in 2011, the size of China's apparel online shopping market reached 204 billion 900 million yuan, an increase of 94.7% over the previous year, accounting for 14.3% of the total retail sales of clothing.

In addition, industry experts suggest that China's clothing brands strengthen flagship store construction, display innovation and shopping guide services, making the brand positioning more clear and marketing more precise.