Question 1: Product quality.
Since 1980s, the clothing industry in China has developed by leaps and bounds. However, judging from the current clothing products on the market, there are many problems in the quality exposure of clothing products in China. From the choice of fabrics, from the purchase of processing equipment, from the design of styles to the packaging of clothing, nothing is perfect. A large number of low-grade clothes are rampant in the market, and the homogenization of products is serious. A considerable number of styles come from plagiarism. All these constitute the present situation of domestic clothing quality.
Problem 2: Overproduction.
There are many and miscellaneous garment enterprises in China, and the blindness of production is serious, which eventually leads to the backlog of inventory, the decline of sales profit and the decline of brand image. This reflects the lack of production plan and the predictability of market demand in China garment enterprises.
Problem 3: Weak brand awareness.
It is undeniable that a number of clothing brands have emerged in China in recent years. However, compared with international brands such as Pierre Cardin, Lee, and Dzheniya, it is simply nine Niu Yi hairs. At the same time, most garment enterprises in China are still in the primary stage of OEM for foreign brands, and their brand awareness is relatively weak.
Question 4: There is no strong industrial cluster.
Industrial cluster refers to the spatial agglomeration of a large number of enterprises with close industrial ties and related supporting institutions in a specific field, and forms a strong and sustainable competitive advantage. Many times, when consumers buy clothes from France, Italy and other countries, they don't really care about which brand. France and Italy are brands in themselves. They are regional brands and industrial cluster brands, and their logos make consumers feel trust in all products. However, there is no truly powerful industrial cluster in China, which makes it difficult for consumers to associate and trust the origin of clothing.
Question 5: The road to internationalization is still in its infancy.
Generally speaking, China's clothes have been sold all over the world. However, the export volume of clothing with our "national famous brand" trademark is not very large. The reason is that there are many large-scale clothing enterprises like Mo Zhihua in China, but these enterprises are all OEM, not only do not have their own brands, but also do not dig deep into the sales channels in foreign markets, which leads to the fact that China's clothing industry as a whole is still in the initial stage of internationalization.
The solution is:
First, create first-class quality and international quality.
Quality is the future. To build first-class quality, we need to make great efforts in fabric selection, production technology, style design, personnel management, equipment purchase, quality inspection and so on. Put product quality first and prevent the appearance of low-quality clothing from the root.
In this regard, some domestic enterprises have done better. Like Romon's suit. In quality management, Romon's slogan is "Pursuing the perfection of 10 1%". Romon's suit has to be closely monitored by many checkpoints from fabric procurement to finished product delivery, and at the same time, the internal quality management supervision system of the previous process is introduced to the next process. At the same time, Romon also passed the certification of international quality management system such as ISO9000, and finally obtained the right to sell to European and American markets.
Two, market demand-oriented, and earnestly achieve production by sales.
First, improve production efficiency.
Youngor has done an excellent job in this respect. Enterprises put the production of fabrics and clothing in their own factories, which increases the risk of production and operation, but saves the cost of logistics and distribution, reduces intermediate links and improves the efficiency of production and operation.
B, expand sales channels, so that the sales network is in line with international standards.
Enterprises in China should learn to walk with multiple legs, not satisfy the present situation in sales channels, and be brave in opening up international sales networks. Through joint venture production or other cooperation with foreign garment enterprises, we can use or establish our own sales channels abroad to effectively explore the international market and avoid production risks.
C, strengthen information management, with sales fixed production.
Metersbonwe Bang Wei Bang Wei Group established an "information superhighway" integrating management, production and sales by introducing e-commerce information network, and realized internal resource sharing and network management. It is said that the boss of Metersbonwe Bang Wei can learn about the national sales situation in one afternoon on Monday, and then effectively analyze the inventory, effectively set production by sales, and finally achieve the purpose of resolving blind production.
Third, strengthen brand awareness and establish an internationally renowned brand.
A. Establish brand awareness and make the brand bigger and stronger.
In the clothing industry, the best way to enhance the added value of products is to enhance brand power. Brand utility can effectively improve the premium ability of products and lay the foundation for products to be sold abroad.
Guangdong Hengwei Group put forward the slogan of building an international cowboy brand as early as the early 1980s. In the past 20 years, the enterprise has always been committed to making the brand bigger and stronger, constantly updating the brand culture, making all the actions of the enterprise focus on the core values of the brand, and finally establishing the image of the first cowboy brand in China.
B, hire famous fashion designers at home and abroad.
By employing well-known designers at home and abroad, we can not only ensure the style, but also improve the brand value of clothing in the name of well-known designers, so as to achieve the purpose of "borrowing chickens and laying eggs".
Zhuang Ji Clothing Co., Ltd. cooperated with internationally renowned fashion designer Badasa to achieve a nearly perfect fashion design. At the same time, in the name of Badasa, the added value of products has been effectively improved and the brand power has been enhanced.
C, multi-brand strategy, effectively enhance brand value through sub-brands.
After establishing brand reputation, Romon suits have successively launched a number of brands, such as Romon classic high-end women's wear, Luoguan high-end business casual men's wear, XLMS fashion women's wear and so on. Constantly increase industrial diversification and skillfully use the power of sub-brands to shape the overall brand image of the company, thus achieving the purpose of effectively enhancing brand value.
Fourth, build a strong industrial cluster and make China the capital of clothing.
A good location brand can absorb resources to the greatest extent. The more developed the clothing industry, the more sophisticated and complex the division of labor, and the more developed the related industries. To build a strong industrial cluster, only when the advantages and capabilities of industrial clusters are recognized by the industry can regional brands be formed; Accordingly, once the regional brand is formed, it will have a greater impetus to the industrial cluster, and eventually complement each other and become the focus of the brand.
As far as China is concerned, Shenzhen is doing better. At present, the clothing brands in Shenzhen are Martina, Liangzi, Tianyi, Yinger, finidi, Gelisi, Shunvwu and many other well-known domestic brands. According to incomplete statistics, women's wear brands in Shenzhen alone have accounted for 60% of China, with more than 400 brands and more than 30 well-known brands at home and abroad. The reason why Shenzhen brand clothing is doing well is that Shenzhen enterprises have a high degree of marketization, which can effectively seize market opportunities and expand and adjust production and operation methods in time according to market demand. At the same time, Shenzhen garment entrepreneurs have a spontaneous learning ability. They often go abroad for inspection, so that their knowledge system can be updated and they can grasp the international fashion trends in the shortest time.
Of course, at present, Shenzhen is far from the capitals of some foreign clothing brands, but after all, it has made a good start in China and laid a good foundation for Shenzhen to grow into the clothing capital of China.
Verb (abbreviation of verb) develops the road of internationalization.
If we really want to establish the advantages of China's clothing brands, then the long-term strategy is to develop internationalization. Of course, this internationalization does not simply refer to the internationalization of brands, but also includes the internationalization of quality, market and capital.
Effective joint venture and cooperation with foreign enterprises, first, can expand the scale of enterprises and enhance their strength; Second, we can also use the advanced production technology of foreign enterprises to improve the product grade and modern management level of enterprises; We can do both domestic sales and foreign trade, create an international sales channel, improve the competitiveness of enterprises, and truly let China brand clothing go global.
As a planner of the clothing industry, I sincerely hope that the clothing industry in China can go better and fly higher, and achieve internationally renowned brands as soon as possible, adding luster to "Made in China"!