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China'S Clothing Brand Is Facing Unprecedented Competition Pressure.

2012/1/11 23:01:00 39

Originality without international competitiveness

brand

Although the output of China's garment industry has accounted for 1/4 of the world, garment exports account for 1/3 of the world's clothing trade, but the market value of the pnational industry chain is only 15%~20%, which is in the mainstream of the international industrial chain, and does not grasp the initiative and pricing power.

In the domestic market, at present, the domestic high-end clothing brand market is almost occupied by the top international brands. Even in the mass market, with the increasing speed of the international two or three line brands entering China, the number is increasing. Especially in the past 3 years, with the international parity fashion brands ZARA, H&M, C&A and so on, they have entered the Chinese market one after another.

compete

Pressure.

"Rely on the broad market and win win channels to achieve the rise of the mainland, and gradually form their core competitiveness in the process of dancing with the international brands and wolves. This is the road map for the internationalization of Chinese clothing brands."

At the high level Forum on "dialogue 2011 China's clothing brand internationalization" held recently, Fan Jun, Secretary General of the China general merchandise business association, said.

She believes that internationalization is the first thing to do well in the Chinese market. Now, the top 20 apparel brands in the world have all landed in the Chinese market. Strong domestic demand has provided the driving force for the steady growth of China's garment industry. The competition of clothing brands at home and abroad has been launched in China. The Chinese market is becoming the base for creating global winners. The traditional sense of internationalization is often narrowly defined as landing in overseas markets.

Globalization

The war has won the victory at home. In a sense, it has won the victory of globalization.

Fan Jun said that the clothing industry occupies a very special position in the department store market. Sales of one department store and clothing account for more than 50%, while 70% of clothing sales are created by domestic brands. Now, many department stores have also felt this point. Although the operation of international brands is conducive to the improvement of brand image, the profit margins are limited, and the genuine brands that can bring overall profits to department stores depend on local excellent brands. Only by breeding a number of outstanding Chinese brands and forming rich Chinese brand resources can we gradually change the imbalance of market structure and ensure the profitability and sustainable development of department stores.

Chen Dapeng, executive vice president of China clothing association, told China Economic Herald reporter: in the past 30 years, international pformation has become an important condition and driving force for the development of China's garment industry. Facing the future development, internationalization should become a more important force in the next step of industrial upgrading and development.

Cao Tingrui, director of the consumer products division of the Ministry of industry and information technology, pointed out that the 17th National Congress of the Communist Party of China clearly put forward "accelerating the cultivation of China's pnational enterprises and internationally famous brands".

It can be seen that speeding up the construction of independent brand has become an important strategic task of revitalizing the national industry including the garment industry in the new era.

Cao Tingrui warned entrepreneurs that China's clothing brand should be internationalized and ultimately form its core strengths. Efforts should be made in the following three aspects: adhering to "bringing in", "flexible innovation" and "local priority". Taking the local market as the center and taking the international market as a half way, we should actively and steadily choose the road of internationalization that is suitable for its own characteristics.

The chief executives of the 4 famous brands of Chinese clothing industry, such as "the brand of the Chinese clothing brand", "the misunderstanding of the internationalization of China's clothing brand internationalization", "how to choose the right brand to adapt to the internationalization of their own development mode", and "what enlightenment do the brand have no borders" to the Chinese enterprises in the globalization tide, have carried out in-depth exchanges and discussions, and have reached a consensus through dialogue. First, in the localization of the international market and the internationalization of the local market, it is inevitable to melt into the internationalization process. There is no room for survival without international vision. Secondly, local wisdom has vitality and function in the process of internationalization. Activity site, GXG

The combination of international vision and local wisdom is becoming a mainstream business operation mode.

Chen Guoqiang, executive deputy director of the Institute of industrial economics of China Garment Association, finally pointed out that because of the great changes in the global market access rules in the past 10 years, trade barriers have been reduced to some extent within the framework of WTO, and commodities have been accelerating in the world. The international cycle of brands has been greatly shortened and their forms are more diversified.

For the Chinese brand, the local market itself is part of the international market. If the local brand wants to accomplish the great cause of internationalization, it must win the war at home.

According to the China garment industry roadmap drawn by the China clothing association, two important indicators in this process deserve the attention of enterprises: the brand influence is beginning to radiate the whole world, the buyer team operation covers the whole world, and enterprises begin to have strong global market control power.