Brand Strategy Is The Key To Pformation And Upgrading Of Textile Industry

< p > with the rapid development of Chinese economy over the years and the continuous improvement of people's living standard, consumers have higher and higher requirements for < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > quality, style and brand. This is both an opportunity and a challenge for China a target= "_blank" href= "target=" > textile industry.

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P, founded in 1989, is a textile group company with thousands of employees. Its annual sales volume is over 100 billion yuan.

At present, the group's goal is very clear, that is, adhere to the brand development path, and create a Chinese clothing brand.

Its brand of blue dress is located in the city fashion business dress, before its counters, many consumers are repeat customers: < /p >

< p > a male consumer said, "it is mainly to choose a birthday gift for my mother, because I knew this brand when I was a child, and my mother knew this brand because the style was more original and the color was more beautiful."

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< p > a female consumer said: "I think his family's < a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a > the color is very bright, and the flower pattern is also in line with the trend of summer this year, I think it should be very beautiful.

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At present, P has more than 150 stores in mainland China, and has opened branches in Singapore, Hongkong and Macao.

Twenty years ago, Xiao Wenjiu, chairman of the blue land group, resolutely lost his "iron rice bowl" in public office and founded his own business.

In China, all kinds of clothing brands are so dazzling. However, how does the blue land remain invincible in the fierce market competition?

Xiao Wenjiu said that the establishment of branding strategy is the key. Only when the brand is done well can enterprises have vitality.

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< p > Xiao Wenjiu said: "the domestic brand has been operating for such a long time, it is very clear and very aware of its own consumer groups and its own domestic consumer groups, which has some advantages over international brands.

Branding strategy contains a lot of enterprise value, is very rich, for example, design sense, packaging sense, including decoration and service must closely around the positioning, around the brand, can reflect its value.

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< p > for a long time, < a href= "http://www.91se91.com/news/index_c.asp" > textile > /a > has always been the main product of China's export.

Since China joined the World Trade Organization in 2001, the textile industry has been developing rapidly, so that the textile industry has been called one of the most beneficial industries after China's accession to the WTO.

Statistics from the world trade organization show that by 2010, China's textile and garment exports accounted for more than 30% of the global share of exports.

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< p > however, an embarrassing reality for China's textile industry is that Chinese enterprises have been making wedding clothes for others.

Because China's clothing industry still has no world-famous brands, most enterprises still stay in the stage of processing international famous brands, that is, the so-called OEM production. The added value of products is low, and enterprises can only get meager profits.

In Huzhou, Zhejiang, Shen Zhengfa has been working for the "French crocodile" brand Jersey knitted sweater, chairman of the board said that the OEM sweater went to the store to sell for one thousand or two thousand yuan, but without this brand, even if it was sold at a low price, it would be very difficult.

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< p > Shen Zhengfa said: "over the past decade, we have been doing foreign trade, doing OEM, doing OEM, Armani, Prada, the most famous companies, we have done business with them.

This profit is less than 5%, very low. "

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< p > in the case of low profits, enterprises have to take orders in order to maintain their own development. With the outbreak of the international financial crisis in 2008, the international garment market has deteriorated rapidly, clothing export volume has been depressed, orders have been reduced, and the occurrence of the European debt crisis has made this situation even more serious.

The tight external environment has formed a market forced mechanism. < a href= "http://www.91se91.com/news/" > textile industry < /a > upgrading and pformation has become an inevitable trend.

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< p > Jiang Hui, vice president of the China Textiles Import and Export Chamber of Commerce, believes that in order to break this situation, it is more important to improve the added value of products in order to solve the fundamental problem in addition to changing the way of production and processing.

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< p > Jiang Hui said: "in the future, if we want to win, we must upgrade and pform. We must have our own brand and product innovation. Only in this way can we remain invincible in the future international textile trade."

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< p > facing the ensuing difficulties, Chinese enterprises clearly realize that only by occupying the two commanding heights of brands and channels, producing high value-added products and grasping the pricing power can they get rid of the status quo of dressing for others.

Private enterprises like Shen Zhengfa have reached the international level in terms of production equipment and quality control, and the gap between product R & D, design capabilities and international brands is gradually narrowing.

Now, Shen Zhengfa has invested more than half of the profits earned by the foundry into the operation of his own brand.

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< p > Shen Zhengfa said: "the brand is going to leave sooner or later. There are a lot of people who want to create brand names. Especially in the recent two years, after the outbreak of the international financial crisis, so many domestic companies who want to make foreign trade want to pfer to the domestic market and turn to their own brands."

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At the end of March this year, Chinese President Xi Jinping and his wife, Peng Liyuan, visited Russia. The first lady was dressed up in China's own clothing brand, and was praised by all walks of life for her fashionable dress and elegant atmosphere. P

It is understood that Peng Liyuan's clothes are specially designed and customized by the famous Chinese a target= "_blank" href= "http://www.91se91.com/", the designer "/a" and Marco, which are completed by two teams of "exceptional" and "useless" national brands.

Driven by this, in the major online stores and physical shops, the supply of clothes and bags similar to those used by Peng Liyuan is in short supply, and China has launched a "hot Chinese product".

In the capital market, many listed clothing companies have benefited and the stock market is booming.

Shi Jihong, the chairman of Zhejiang's new world group, the representative of China's private sector, said that the road to internationalization of national brands has been laborious. This first lady's visit to the national brand made him find confidence and support.

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< p > Shi Jihong said: "to give our national brand such confidence and backing, this is like a lot of private enterprises, especially the private enterprises that make traditional consumer goods, and feel a sense of self-esteem, self-improvement and long-term development of domestic brands.

Therefore, this signal should not only be the signal of the first lady. It should be our central government's support for the national industry and the brand of domestic products, and it also conveys the confidence of the Chinese government to self esteem and self-reliance to the whole world, so we feel very good about this.

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< p > although a href= "http://www.91se91.com" > textile industry < /a > is facing such difficulties, but after nearly 10 years of development, the strength of Chinese garment enterprises has been continuously enhanced.

Statistics show that over the past 10 years, China's clothing consumption has maintained an annual growth rate of nearly 15%, and its own brand occupies more than 90% of the total domestic consumer market. With the support of the huge consumer groups, the domestic garment industry has ushered in opportunities for development.

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Xia Hua, the head of a clothing brand, said: "like last year's overall economic situation, we opened nearly 80 new stores, so its output exceeds 10 million in one year, which is a very high output in the whole world."

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< p > international brands are also stationed in China in addition to their rising brand names.

Wang Wei, President of the new Suzhou chain store group, who has many years of experience in fashion chain sales, seems to be more and more aware of the pursuit of quality of life with the development of China's economy. Brand is becoming more and more important to consumers.

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< p > Wang Wei said: "before 2001, the brand awareness of Chinese people was very weak. At that time, the market was still dominated by counterfeit and shoddy products, such as counterfeit Pierre Cardin and burglung, but today's China has been different. Today we are not only able to see LV shops in Shanghai and Beijing, we can see ZARA, H&M, and even to Lanzhou and Xinjiang, we can see that international brands are constantly accelerating.

Although competition exists, it gives us more opportunities to learn from these international brands more closely. "

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< p > in addition, more and more enterprises are speeding up pformation and upgrading through "going out", hoping to integrate international brand resources and create international brands by going out.

Shandong's a href= "http://www.91se91.com" > textile enterprise < /a > has acquired more than 20 foreign brands, so that the international mature brand operation concept and enterprise's own management are fully integrated.

So, what should we pay attention to in the process of "going out"? In this regard, Hu Baolin, vice chairman of Jin Xi Bao Industry Co., Ltd., said: "international brands have a long history and pay great attention to their own design and quality. I hope our national brands can have their own unique style, their own design, and have their own core competitiveness, especially the quality to be done very, very well, so that they can compete with international brands and compete."

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