As far as the textile and garment industry is concerned, brand innovation in China's textile industry has been accelerating in recent years, and the effect of transformation and upgrading has gradually emerged, which is mainly reflected in the comprehensive promotion of brand operation, continuous adjustment and optimization of channel terminals, steady promotion of brand cultivation and continuous improvement of brand value. In the past few decades, a large number of powerful brands have emerged in the field of clothing and home textile consumption, and the marketization of these two industries is also relatively high. However, from the development stage of the whole industry, brand is still the biggest "short board" of the textile industry.

The concrete manifestations are: in the global market, there is a lack of international brands; In terms of brand scale and market coverage, there is a lack of brands with high market share; In the subdivision of consumption positioning, the homogenization of brand products is more serious. At present, the biggest deficiency of China's clothing is that the real big brands can't cultivate their own fans, and the clothing technology can catch up with the international market, but they can't really make a set of clothes that Chinese people are proud of. The past 20 years have been the golden age of garment OEM in China, which must be changed now. The market demand in Europe and America is not as good as that in the past, while the market in China is getting more and more attention. China clothing market needs innovation and brand if it wants to stand out from the fierce competition. This is the challenge that China garment enterprises are facing at present-OEM only needs to process and produce according to orders, while ODM requires enterprises to have their own designs and creations.

She believes that when imitation can't support the profits of clothing enterprises, we need to think about how to produce interesting and innovative products to win customers. This means that China garment enterprises need a large number of marketing and designer talents, while China does not have enough talents. It is an urgent problem for China garment industry to provide all-round discipline training for fashion designers.

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