The Soft Power Of High-End Brands Needs To Be Improved

"At present, the soft power required by China's clothing industry to support the development of high-end brands is not strong. There are some characteristics such as imperfect brand system, not prominent features, obvious homogeneous competition, and poor sustainable development ability." Chen Dapeng, executive vice president of China National Garment Association, said at the 2012 China National Garment Conference held recently that although clothing enterprises have gradually realized the importance of brand building, However, Chinese clothing brands are still concentrated in the middle and low end. Strengthening design, improving channels, and integrating resources are the top priorities of the transformation.

According to China clothing According to the data released by the Association, the number of China's clothing exports has shown a negative growth trend for 13 consecutive months. Faced with the complicated world economic situation, experts in the clothing industry have said that if China's clothing industry wants to achieve "hard" development, it must strengthen "soft" strength.

　　 Promote with innovation Brand value

"At present, few domestic brands really rely on their own research and development, self creativity to achieve their own height value and positioning." Xiong Zhaofei, dean of the College of Clothing of Wuhan Textile University, said: "If China wants to truly transform from a big country of clothing to a strong country of clothing, it must pay attention to the creativity of clothing."

According to the data released by the China National Garment Association, in the domestic clothing market, high-end clothing accounts for about 10%, middle and high-end clothing accounts for about 60%, and low-end clothing accounts for about 30%. In the high-end clothing market, international brands occupy about 2/3 of the position, and the top women's wear field is more dominated by international brands. It is a real problem faced by the whole industry that there is no excellent design ability and no famous clothing brand.

Chen Dapeng believes that the absence of Chinese clothing in the face of fashion discourse is rooted in the lack of Chinese culture excavation and play by clothing enterprises.

Miao Hongbing, chairman of Beijing White Collar Fashion Co., Ltd., also believes that the Chinese culture, which is constantly innovated, accumulated and precipitated, is the key to the gene and upgrading of Chinese clothing brands. "However, only Chinese elements are not enough. We are facing the international market. We should use modern fashion language to innovate, form globally recognized Oriental Beauty, and enhance the voice of international fashion," Miao Hongbing said.

　　 Endogenous power to resolve external difficulties

According to statistical data, the number of clothing exports in China continues to grow negatively, and the domestic market needs to be developed. From January to September this year, the growth rate of sales revenue of 14328 enterprises above designated size dropped from 13% at the beginning of the year to about 10%.

Since the reform and opening up, the industrial chain of China's clothing industry has been very complete, which is also the reason why the industry still maintains good development under the impact of the international financial crisis. However, when the external environment changes dramatically, China's clothing industry is in urgent need of finding a new breakthrough to change the development mode.

At the 2012 Textile and Garment Summit Forum held in August this year, Du Yuzhou, honorary president of the China Textile Industry Federation, pointed out that the first problem we need to solve is industry confidence. No matter how many adverse factors exist in the external environment, we still need to rely on the endogenous development momentum to actively respond and overcome difficulties.

　　 Chen Dapeng It said that when the traditional advantages are declining and the design ability needs to be improved, industrial integration and extending the value chain are the inevitable choice for clothing brands to improve their competitiveness.

In the form of group or industrial cluster, Chinese clothing brands should extend the scope of innovation to all aspects, including product design, raw material procurement, warehousing and transportation, and terminal sales, to achieve vertical and efficient integration. And through the integration of the industrial chain, Chinese clothing brands will break through in the direction of high added value of the value chain and enhance the overall competitiveness.

　　 Open new channels to relieve inventory pressure

Wang Qianjin, a senior analyst in the clothing industry, believes that "inventory pressure" is one of the key words of China's clothing industry in 2012. With the release of the third quarter reports of several listed companies, the high inventory pressure has also been presented to the public. Data shows that the total inventory of 22 A-share clothing listed companies, including men's clothing, women's clothing and casual clothing, reached an astonishing 38.175 billion yuan in the third quarter. The high inventory pressure has become a sharp sword hanging over the head of many garment enterprises.

Without affecting the brand positioning, Chinese garment enterprises can try to change their business channels. Chen Dapeng said that the existing clothing marketing means will be more diversified by building an e-commerce platform and innovating the franchise mode of stores.

Chen Dapeng said that, especially the emergence of online customization, which enables ordinary consumers to enjoy the service of private customized clothing, will become a new purchase mode and a new growth pole of the industry.

In addition, industry experts pointed out that Chinese clothing brands should strengthen the construction of flagship stores, display innovation and shopping guide services to make brand positioning clearer and marketing more precise. "Uniqlo, ZARA and other brands introduced the concept of store when they entered the Chinese market, and adopted supermarket self-service shopping, which has received a warm response," said Chen Dapeng.