Jiangsu Textile and Garment Enterprises Consciously Create Their Own Brands

“In the past, we sincerely advised companies to create their own brands. Enterprises are just politely dealing with it. Now you look at the annual Jiangsu Fashion Festival. Every year, new brands emerge and they have their own characteristics.” 13th Jiangsu International Fashion Festival During the meeting, Yu Bing, president of the Jiangsu Clothing Association, said that building brand names and upgrading brands has become a conscious action for garment enterprises in Jiangsu.

According to Yu Bing, in recent years, the creativity and export quality of Jiangsu's textile and garment industry have greatly improved, reversing the export situation that is mainly based on quantitative growth, but the export situation of Jiangsu's textile and garment industry is still not optimistic this year.

On the one hand, it is due to the fact that the global economy is still uncertain and global consumer demand has decreased. On the other hand, abnormally high prices of cotton have led to sharp fluctuations in the prices of raw materials such as yarns and fabrics. Driven by cotton prices, the prices of various raw materials such as chemical fiber, wool, feather down, and silk reel all rose to varying degrees. In particular, down prices increased by 4 times the historical average price, which greatly increased the transmission pressure on the industrial chain. Labor shortage, inflation and other factors work together to make the industry's labor costs generally rose by more than 30%.

Yu Bing said, "After the global financial crisis, the garment industry in Jiangsu is deeply aware that transforming the growth mode is the only way for the Jiangsu garment industry to maintain and develop its international competitive advantage and become invincible in the increasingly fierce international competition."

According to relevant data, by the end of 2010, the total value of garment industry in Jiangsu achieved 10,521 billion yuan. Jiangsu garment industry currently has 2 world famous brands in China, more than 50 Chinese famous brands, more than 30 well-known Chinese trademarks, and over 300 Jiangsu famous brands.

However, the proportion of “brand economy” in Jiangsu garment industry only accounts for about 20%. Coupled with the fact that the current brands are mostly concentrated in southern Jiangsu and the brands in northern Jiangsu are less, the road to brand building in Jiangsu is still a long way to go. Compared with major provinces such as Zhejiang and Guangdong, Jiangsu garment companies are still prevalent for Others. In the “three shortages and one high” situation of “money shortage”, “electricity shortage”, “human shortage” and “high cost”, the transition of garments in Jiangsu is imminent.

“Jiangsu is a major province of clothing, but it is not a brand province. There are only a handful of brands in the international apparel market in Jiangsu.” Yu Bing said that the future of the garment industry in Jiangsu still has to make a fuss about the brand.

To this end, the Jiangsu Provincial Garment Association strives to strengthen internal strength, focus on guiding the growth of large enterprises that support and lead the apparel industry in the province, and pay close attention to brand building, with the brand leading the development of garment industry in Jiangsu and even the whole country, and continuously promoting the entire The process of upgrading the garment industry.

The Jiangsu Fashion Festival with the theme of “brand Jiangsu and fashion Jiangsu” has been held for many years. It provides a good platform for the construction, development and promotion of Jiangsu brand. It integrates domestic and foreign industrial resources and becomes the growth of Jiangsu clothing brand. Incubator."

The 13th Jiangsu Fashion Festival was also upgraded with the “new exhibition hall, new starting point, and new height”, and moved to the new Nanjing Hexi Museum. With the help of the advanced facilities of the new exhibition hall, the service level was increased, the exhibition scale was enlarged, the brand level was improved, and New leapfrog development; The 2nd Jiangsu Fashion Week will introduce more international ideas, strengthen fashion, creativity and design, enhance the level of activities, reflect the diversification of fashion and creativity, and the series of events will be fully upgraded to reflect fashion. , brand, innovative charm.

With the deepening of brand building in Jiangsu, professional design has become the new darling of apparel companies. Over the past few years, a large number of professional design institutions have emerged as the engines of fashion Jiangsu and brand Jiangsu. To this end, the Fashion Festival has added a display area of ​​fashion and design institutes, a number of design agencies in the province and from the United Kingdom and France. Japan, Hong Kong, Taiwan and a number of design agencies inside and outside the province participated in the exhibition talks, and cooperated with brand companies, surface accessories companies to enhance the design and creative level of garment enterprises in Jiangsu.

In fact, after 13 years of development, Jiangsu International Fashion Festival has gradually developed into a propeller for the promotion of Jiangsu apparel brands.

As a traditional pillar industry, civil production industry, and an international competitive advantage industry, the development of the textile and garment industry has always been concerned and supported by the Jiangsu Provincial Party Committee and the provincial government. In the 13th Jiangsu International Fashion Festival, Jiangsu Provincial Party Committee Luo Zhijun and Jiangsu Provincial Governor Li Xueyong visited the exhibition and gave important instructions.

Luo Zhijun pointed out that in recent years, Jiangsu's textile industry has begun to move forward quickly and quickly in its transformation and upgrading, and its market competitiveness has been significantly improved. In particular, a large number of companies have strengthened their own brand building and escaped the passive situation of past OEM processing. This is a great improvement.

In fact, in recent years, Jiangsu apparel brand enterprises have actively responded to changes and innovations in the market in the face of fierce homogenization competition and intensified international competition, and have found their unique position in the industry's value chain, seizing the field of excellence. , take the lead in innovating the brand development model.

The up-and-coming brand of Jiangsu rising star Aashidun men's wear adopts the SPA operation mode. After the integrated brand management, it has rapidly developed to more than 300 stores in just a few years. Product marketing, market coverage, and economic benefits have all achieved very good results.

Bosideng, Red Bean, Yalu and other brands are taking a successful path in the diversification of corporate brands. Diversification is conducive to the integration of brand resources, the sharing of resources among designers, and the enhancement of product R&D capabilities. To achieve multi-level sales network coverage and complementary resources, comprehensive use of domestic and foreign brands of marketing channels, and jointly expand and expand.

In addition, according to its industrial characteristics, garment enterprises in Jiangsu Province have focused on brand R&D, product design, economies of scale, precision manufacturing, supply chain and marketing channels, etc., to promote high-end brand development, and promote the transformation and upgrading of enterprises. A group of brand enterprises with long-lasting competitiveness at home and abroad.

Through the forging of the Jiangsu apparel brand, this year, not only Bosideng, Sunshine, Red Bean, Yalu, Yidu, Habitat, Sanglu, AB, Xuezhu, etc., have made appearances on the clothing festival with a group of Chinese famous brands and provincial brands. Black Peony Group The ERQ denim menswear store image is also presented at this year's Fashion Festival. Lanzi, Baifuen, Freedom, Faithful, Colorful City, Aashidun, Yuze, Jinchao, Bo Shiman, etc. A large number of cutting-edge apparel brands have stepped into the Expo, showing the continuous upgrading of mature brands and the emergence of new and emerging brands. Numerous famous and famous brand names hold up half of Jiangsu's clothing.

“Through organizing the apparel industry and peacetime industry services, promote corporate brand building, and gather the aircraft carrier fleet of Jiangsu clothing brands. At present, Jiangsu garment industry has initially formed the world famous brand and national brand name as the leader, and the provincial brand name as the key. The local brand name is Based on the brand-name system, Jiangsu garment industry began to step out of the brand building path from 'Jiangsu Production' to 'Jiangsu Manufacturing' and further to 'Jiangsu Zhizhi'.' Yu Bing finally said.