Clothing Industry from Cost Competition to Value Competition

Ten years ago, a man in Shandong walked into the United States with the dream of men's advanced customization. In 10 years, he experienced various difficulties in domestic and foreign retailing, but he still firmly walked the path of local brands; 10 years later, His brand enjoys a good reputation at home and abroad, but he still insists on the road to mass customization. He said that only innovation can make domestic brands laugh at the international market. He is the chairman of the Qingdao Red-League Group. He is just a model for many local brand creators in China. Like many domestic brands, he sticks to his own path and does not imitate or follow suit. Only practical at the end.

There is a flood of foreign brands, there is a trend of domestic goods. Someone once said that if a foreign brand's clothes were walked down the street ten years ago, it might be possible to look up loudly in the envious look of everyone, and 10 years later to wear a piece of clothing. Foreign brand clothes, no matter how big the LOGO is placed in the eye-catching position, 80 percent of passers-by passing by will not reveal that stunning expression. Clearly, the proliferation of foreign brands has caused Chinese consumers to lose Curiosity.

At this time, the "new domestic product movement" became popular again. Many people also said that Chinese brands and designers are most familiar with the preferences of domestic consumers, and the internationalization of the current fashion trend has made domestic brands and international brands not much different in appearance, and each year at China International Clothing & Accessories Expo ( The increasing number of local brands exhibiting in CHIC and their growing strength are proof of the growing determination of domestic brands to resist “outside enemies”.

But branding is far more difficult than manufacturing. The development of local brands has been experiencing various kinds of impacts such as international brands and cost pressures. Some of them have disappeared in the impact, and some have found their way in the impact, while others have been more powerful in the impact. “The pressure to do a brand was very great, because information asymmetry led to a backlog of fabrics and customer complaints became more and more. Later, a series of improvements were made to the craftsmanship, standards, and personality, and they began to merge in 2004. Now that we have established a red-collar MTM digital project, we can ensure that all global orders can be delivered within a week, ensuring the accuracy of the data. This is not something that all companies can do.” Zhang’s simple statement seems to describe him for 10 years. The hardships, but the speaker intentionally played down, but the listener is as vivid as ever.

Self-owned brands need policy support. Like Zhang agents, entrepreneurs who have experienced years of hardships and laid a brand for the brand have the same memories in their minds. After the memories, they can also summarize some tips for creating their own brands. Aimu Group Chairman Zhang Rongming talks about how to love this domestic brand when it becomes bigger and stronger. It has deep feelings: “For local brands, basic ability, brand management ability, brand innovation ability, brand market ability and brand influence All of us should do better in order to make the brand become the leader.China now needs its own brand, and the responsibility of the brand enterprise is not only simple to achieve consumption and stimulate domestic demand, but also how many people need to solve the employment problem. The benign development of the entire industry."

However, branding is indeed subject to various pressures. As the manager of the company, Zhang Rongming particularly hopes that the relevant government departments will issue some policies to encourage enterprises. “From the aspect of industrial policy, the relevant departments can list the outstanding enterprises in the apparel and textile industry into the fashion industry or cultural industry, so that brand enterprises can enjoy the preferential taxation policies of the country.” This is the hope of many apparel people, for companies to come It is said that taxation is one of the pressures of companies each year, and the introduction of relevant policies to ease corporate taxation pressures is also a driving force for the development of domestic brands. At the same time, many entrepreneurs also hope that the Chinese people can establish their own brand of cultural trust, so that strengthening the local brands is also an incentive.

“Making money in a market as big as China is not the hardest thing, but there is a group of people who make money on the way to catch up with their dreams and leave a story for the Chinese brand market. I think this is worthy of respect. To be a local brand in China requires self-effort, innovation, and cultural competitiveness."

Xie Hua, chairman of Yiwen Group, feels proud to be a local brand leader.

Innovation, R&D, and culture are key Chinese brands that need to be self-reliant and innovative. Chinese brands also need to integrate personalization, internationalization, and information. As Chen Dapeng, executive vice president of the China Garment Association, said: “From product manufacturing to brand practice, from practical functions to cultural experience, from regional expansion to national and international expansion. China’s apparel independent brands have always been market-driven, constantly exploring and continuously Innovation, continuous practice, and continuous improvement, especially in the past 10 years, China's clothing brands are closely centered on the values ​​of quality innovation and rapid response to social responsibility, integrating resources, increasing the contribution rate of science and technology, and the contribution rate of brands. The recognition of the vast number of consumers in China, at the same time as the embodiment of industrial value, the independent brand has also become the leading force in the transformation and upgrading of the industry, driving the promotion and development of China's garment industry.” Chen Dapeng, executive vice president of China Garment Association, talks about its own brand. At the time of construction, the brand's development trend was analyzed from a deep level.

“In the face of new development period, we recognize that cost competition has become a new mission for the historical development of China's garment industry. Realizing the creation of brand value is also the glory and dream of our own brand of apparel. In the future, we must adhere to the breakthrough of science and technology. Enhance the support of our brand, focus on R&D, increase the competitiveness of the brand, use culture as the core, and increase the value of the brand, thus building the overall value of China's garment industry.”

Many people say that China is strong, but Chinese brands always seem to be slowly moving forward on the road to growth. In fact, it is not that the brand does not work hard, but many factors have formed a thorn in the road of independent brand growth. Every March, CHIC can always see some new independent brands shouting “slogans” with passion and people see the vitality and vitality of young brands. But behind the vitality, what people want to see more is the originality, technology and personality of these brands. Just like Zhang Zhang’s general remark: “If you follow the pattern of other companies, you may not have a success for 20 years; but you can take your own path for 10 years, but you will be able to get out of the road in a complete set.”