Why Do You Have Such A Contradiction When You Open Your Shop While You Close The Door?

Chen Guoqiang, vice president of China clothing association, said that with the improvement of design level, China

Enterprises should gradually try to build their own brands while they are exporting by OEM.

In many industries, technology is the core of brand formation.

Industry, brand is more defined by design.

Gao Yong said that China's garment industry is increasing its cooperation with the world-renowned clothing institutions to improve the design level.

We all know that China is

Large production country

It can take 1/3 of the world's orders.

However, at present, there is a strange phenomenon in this industry: on the one hand, the garment industry makes money by export orders, and on the other hand, it is a large-scale domestic business.

The once influential brand of Baleno, a fashion brand interviewed by media, is now deserted.

Reporter: is it a special promotion now?

Baleno: Yes, buy one, give more than 90 Fen.

Reporter: how long can it be new now?

Baleno: it shouldn't be this time. Our family has already installed in autumn.

domestic

The difficulties in the field of enterprise sales are evident.

It is thought that the clothing industry began to close shop in the past few years.

This phenomenon is still continuing.

As the brand with the highest market share in men's clothing, YOUNGOR has closed 35 stores this year.

Another big brand, nine herding king, closed 26 stores in the first quarter.

There are 71 new retail outlets this year, but 148 are closed.

It is said that these data indicate that the clothing industry is still in the cold winter.

However, the data of the General Administration of Customs showed that in April, China's textile and clothing exports increased by nearly 5% compared to the same period last year, and the ratio increased by more than 20%.

In terms of profit, textile

In the first quarter, the growth rate was also close to 7%.

It looks not only cold but also warm.

Referring to the clothing industry, Gao Yong, vice president of the China Textile Industry Federation, even said three fires, and his voice was full of pride.

Gao Yong: a few years ago

The emergence of us makes us

The sale was a great fire.

The first two years, our nylon tie wire appeared later, autumn.

The launch is another fire.

Now I estimate that almost everyone has a thin down jacket.

Last year, the appearance of double faced nylon also made women's coats and ladies' coat fire.

How to explain this cold and hot? In the view of Chen Guoqiang, vice president of China clothing association, the demand for clothing has been growing, the industry is not "cold", and a large number of shops have been shut down because some enterprises have not done well in innovation and pformation and upgrading.

Chen Guoqiang: for example, it has invested in real estate, invested in the stock market, invested in shipbuilding and so on.

Its focus is not enough, its pformation and upgrading is not enough, so it will go downhill.

The other is that when some enterprises change their market consumption, the degree of fashion, information and reconstruction of industrial chain is not enough.

The degree of marketization of the industry is relatively high, and the docking degree between the national standard and the international standard is higher than that of the general consumer goods industry. The clothing industry has long been in line with the international market.

A large number of clothing exports to foreign countries, in fact, this industry can side shop, while making money.

But the fragrance outside the wall is not necessarily a good phenomenon. If there is no brand support, the domestic garment industry will probably become a processing base for foreign brands, which can only occupy the meagre profit at the end of the industrial chain.

The lack of domestic market has affected the development of garment enterprises.

In addition to YOUNGOR, the men's clothing enterprises listed in the first quarter of this year have generally failed to make profit growth.

Among them,

Net profit fell by 86.16% over the same period. It is obvious that garment companies must take the pformation as their top priority at the moment.

How can we explore the way ahead? The office of the State Council recently issued opinions on the "three products" special action to increase variety, quality and brand. Gao Yong, vice president of China Textile Industry Federation, pointed out that creating brand is a top priority for China's garment industry.

Gao Yong: our weak link is our brand.

As we all know, our clothing exports account for 1/3 of the world's total, but most of the 1/3 are OEM.

Chen Guoqiang: many of the processing enterprises, such as

,

,

And so on, in the process of processing the design part has been taken over, as for the style, quality, fabric selection is handed over to Chinese enterprises.

When we launch our products, we also go out with our own brands. Therefore, these processing enterprises have been collaborated with other enterprises, playing their own brands or playing international brands. This phenomenon has gradually emerged.

In fact, there are also some new ones.

The brand has explored the way to build its own brand, that is to increase the investment in clothing design, and bring out the unique styles that people do not have, so as to finally find their place in the market.

some

Person in charge: our speed may not be so fast. We will have a special design team every quarter. We will design more than 1000 styles and choose some factories to process with us. In this way, our style will be more unique.