Foreign Enterprises Enter The Domestic Market, And Shandong Service Enterprises Practice "Internal Strength".

In the morning of March 28th, it was a long time to leave the museum. However, a long professional audience has already been lined up outside the China International Exhibition Hall (New Museum). In the face of the great environment of the post crisis era and the new development of the garment industry, they are full of expectations for this CHIC (China International Fashion Exhibition).

The unprecedented scale of the 100 thousand square meters shows that China's textile and garment industry has regained confidence in the industry and is exploring the revival path of the textile and garment industry in the post crisis era.

Famous overseas

The fierce battle between brands and Chinese local garment enterprises is being staged. The lack of dominant brands and the backwardness of independent brands have become the crux of the healthy development of China's garment industry.

Shandong

How will the industry pition from "manufacturer" to "creator", and how to build Shandong's dominant brand in the competition with foreign enterprises?

China is a major producer of clothing, a large consumer country and a big exporter in the world.

But "big but not strong" is another label of China's garment industry for many years.

"Structural adjustment is the first step in the road of China's clothing power," Jiang Hengjie, executive vice president of the China clothing association, told reporters that from 2010 to 2020, China's garment industry will become a key period from "manufacturers" to "creators".

By the end of 2008, by the impact of the international financial crisis, China's garment industry had been steadily declining after years of steady rise.

Industrial scale expansion stopped, total output declined, losses increased, industrial efficiency declined, industry investment stagnated, and actual exports declined.

In the encirclement of a falling word, China's clothing industry entered the "darkest days" in 2009.

Recalling the "tragedy" of the garment industry in the first half of 2008 to the first half of 2009, Du Yuzhou, President of the China Textile Industry Association and President of the China clothing association, said: "industrial pformation and brand autonomy are the direction and the only direction for the development of the garment industry in the future."

Recently, the figures released by the General Administration of customs are enough to make people in the clothing industry feel happy. In 2010 1-2, China's clothing and accessories were exported to US $18 billion 83 million, an increase of 23.75% over the same period last year.

It is not hard to see that although the Chinese garment industry is still in the weak encirclement of the international market, the overall upward trend has emerged.

Reporters learned that as early as last October, the 2010CHIC booth was sold out.

Exhibitors' booth is hard to find, reflecting the trend of full recovery in the whole industry.

More importantly, clothing companies and entrepreneurs, as well as all upstream and downstream practitioners, are optimistic about the future and have a positive attitude towards the future.

"In the past, we used to label foreign clothing, now we have to make our own brand, so that others can give us OEM."

Wu Jianmin, chairman of Shandong sulang fashion Limited by Share Ltd, told an interview with our reporter that after the economic crisis, the export oriented strategy of China's garment industry was challenged.

With the pformation of the national strategy from a big producer to a big consumer country, the garment industry must also complete a new round of pformation and structural adjustment.

"Only by making our clothing brand stronger and bigger can we really accomplish the pformation from" manufacturer "to" creators ".

Overseas enterprises aim at Chinese market

After the crisis, the overseas garment market has been greatly impacted.

In contrast, China's market as the most growing consumer market, its market potential has attracted more and more attention from overseas brands, and is also becoming a new battleground for overseas clothing brand competition.

At this Expo, there were more than 340 overseas brands with a scale of more than 20 thousand square meters. The total area increased by more than 15% over last year.

Brands from South Korea, Germany, Italy, Spain and France came to the 2010 Expo with their latest design, new knowledge, new concepts and new strategies, and took the Expo as an important way to develop the Chinese clothing market.

In addition, the booth area of Italy National Exhibition Group expanded from 1400 square meters last year to 1600 square meters.

The head of the Italian side said that the future of Italy's high-end brands and major brands will focus on the Chinese market.

Su Zeguang, chairman of the Hongkong Trade Development Council, said

There are 50 related enterprises participating in the exhibition.

He said that due to the impact of the global financial crisis last year, Hongkong's clothing industry has been faced with severe challenges.

To this end, Hongkong's clothing industry is changing from exports to domestic sales, seeking pformation.

Qi Yaojun, senior manager of Hongkong's TDC's manufacturing industry development, told reporters that "this year, several Hongkong brands are participating in the Expo for the first time. As a result of the shrinking international market, Hongkong enterprises have set their sights on the mainland market."

Overseas

What is the attitude of the apparel industry in mainland China?

Will their entry bring impact to the mainland clothing brand?

Xia Lingmin, Deputy Secretary General of the China Textile Industry Association, said: "overseas brands enter the Chinese market because they see the potential of consumption in the Chinese market.

Their entry will make the competition of Chinese clothing market more intense, and will be conducive to the upgrading of the overall level of China's garment industry.

"Foreign clothing brands enter China as if foreign phones came into China.

The key is whether we can control our development direction and adapt to the market changes.

Wu Jianmin said, foreigners do not come in, it is the Chinese and Chinese competition, came in, is the Chinese and foreigners competition, the same reason.

Finally, the winner will see the ability.

"Foreign brands may not always be adapted to the Chinese market.

Just like McDonald's, although it conquers China's territory, some people still like to eat steamed stuffed bun and noodles.

The key is whether there is an open mind.

With the openness and generosity, we have the ability to win the world.

During this year's fair, the Shandong clothing corps, led by Shu Lang, Hinur and Ruyi, displayed a good performance of the "Shandong Legion making CHIC".

Why did Shandong enterprises choose a strong CHIC this year?

Jiang Hengjie told reporters that the clothing enterprises in Shandong are characterized by a very large scale of leading enterprises, and their advantages in anti risk are very obvious.

After last year's shuffle of the national garment enterprises, Shandong enterprises accumulated their own strength, and gradually opened up the gap with their competitors by constantly practicing their own internal strength.

How to make consumers familiar with a brand?

We should "practice internal strength, grasp research and development, design and creativity, work hard in individualization, meet the needs of consumers in different ages and regions, and build brand culture."

Yang Donghui, vice president of China Textile Industry Association, said.

The lack of dominant brands is the weakest link that restricts China's textile industry from becoming stronger.

The reason is that the brand itself lacks connotation and can not be built on the market for a long time.

Wu Jianmin has his own understanding of this. "A real brand must be precipitated by culture and must have the existence of" root ".

But unlike some people, they can become famous brands in one or two years.

It has no roots and is unstable.

Shandong

Enterprises are gradually becoming mature.

With the determination of the blue economy and other national strategies, there will be unlimited business opportunities in Shandong's domestic market.

Shandong clothing brand can seize business opportunities, we will wait for it.