Jiangsu Textile And Garment Seize The "Brand Opportunity Period"

At the international garment Festival, which was opened recently, the main leaders of the Jiangsu provincial Party committee pointed out that the key to improving the added value and competitiveness of textile and garment enterprises is to create brands and create famous brands.

This exposition points out the way for Jiangsu to create challenges.

Since last year, under the pressure of shrinking external demand, rising costs and intensifying competition, some export processing enterprises which mainly rely on OEM production have encountered difficulties. Independent brands and independent innovation have become urgent needs to get rid of difficulties.

At present, we must deeply understand and quickly grasp the increasingly prominent "brand opportunity period" and seize the opportunity.

The same aluminum box, because of the "Feida" two words, the price of more than 40 euros; the same sneakers, because of the "leap" trademark, price difference of 10 times before and after; the lack of brand clothing enterprises struggling, and "Sunshine Fashion" this year, not only sales volume soared, the price is also up against the trend, for the entrepreneurs in the market, everyone knows the importance and benefits of the brand.

However, since the end of the last century, the international manufacturing industry has shifted to Jiangsu in large numbers. On the one hand, a large number of enterprises are at the beginning of their business, with limited strength, lack of powerful marketing network and after-sale service system, which can not afford the huge cost of brand promotion, and it is often difficult to get cards. On the other hand, international brand enterprises need OEM, because the competition is not intense, and the days of OEM production are also good, so the "Jiangsu manufacturing" independent brand construction is limited.

In fact, this situation is not unique to Jiangsu.

At the beginning of the pfer of international manufacturing to Japan, Korea and China, many of their enterprises also went on the way of OEM processing.

At that time, Samsung Electronics was a Japanese brand OEM, and its products were synonymous with "cheap" and "imitation". At that time, although Taiwan Acer registered its own "Acer" brand, it had to stand firm and paid the price of "10 years, 2 billion dollars".

In fact, for those countries and regions that undertake international industrial pfer, it is not a good year to create their own brands at the beginning. Only when the economic strength of enterprises and regions has accumulated a certain amount, the "brand opportunity period" will arrive unexpectedly.

In 2001, Ming Ming, who was split from Acer, succeeded in developing BenQ brand in only a few years.

Now, Jiangsu has ushered in such a "brand opportunity period".

Over the years, it has entered the "brand opportunity period" which has appeared in Japan, Korea and other countries (the international manufacturing capital has entered 15 years or so). A large number of enterprises have grown stronger in the field of foundry production, and have established their own brands and sprint the strength of international brands. From the point of view of power, the demand for OEM brands to create their own brands has become increasingly urgent as demand pressures, costs rise and competition intensifies. From the external environment, the provincial Party committee has proposed that we should vigorously cultivate independent intellectual property rights and independent brands, realize the pformation from "Jiangsu manufacturing" to "Jiangsu creation", and promulgate a series of policies from the aspects of special award funds, finance, finance, trade promotion and intellectual property protection. From time to time, Jiangsu's export oriented economy has developed.

Therefore, to seize the "brand opportunity period", Jiangsu enterprises will not wait for us.

Jiangsu enterprises should seize opportunities and take the initiative to create their own brands, initiate brand strategies, enrich the fashion and cultural connotations of brands, increase brand marketing efforts, increase the added value of products, and enhance the overall competitiveness of Jiangsu's manufacturing industry in the process of continuously enhancing the visibility and competitiveness of Jiangsu brands.

At the end of the last century, South Korea's Samsung changed its position of "imitation", recruited a large number of outstanding design talents, and established a strong R & D team to become the most award-winning company in the world. From the 1988 Seoul Olympic Games, Samsung invested more in its brand image, and its brand marketing has invested hundreds of millions of dollars every year. Finally, Samsung's brand value exceeded Sonida's 16 billion 800 million dollars in 2006. The course of Samsung is undoubtedly worth learning by Jiangsu enterprises.

It is foreseeable that with the rising cost, the relocation of manufacturing capital is inevitable.

In those days, when Japan and South Korea moved to the next big target of manufacturing capital, OEM enterprises successfully developed a number of "gold brands" such as SONY, Samsung and Hyundai, and the national economic structure changed.

Whether Jiangsu's manufacturing can seize the "brand opportunity period", whether it can grow a number of independent brands on the occasion of the pfer of labor-intensive enterprises, is related to the pformation, upgrading and sustainable development made by Jiangsu. Therefore, Jiangsu enterprises are duty bound to do so.