The textile province "clothing" sound sighs in the epiphany
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Shandong, a traditional textile and clothing province, has the largest production capacity in the country. However, Shandong, which can “manufacture any fabrics and garments in the worldâ€, has always followed the path of “branding for others and exporting by outsideâ€, which is located at the lowest end of the garment industry chain.
"We produce a $10 shirt for others. When people take their own brands, they can sell for $100." Xia Zhilin, president of the Shandong Textile Industry Association, sighed. The 19th China International Apparel & Accessories Fair (CHIC), which was held in Beijing on March 28th, is the highest-level clothing feast in China and is the most professional clothing industry event in China. In the women's exhibition area, which is the largest and represents the most fashionable cultural trend, the reporter only saw two Shandong enterprises participating in the exhibition, almost drowned in the brand army of Guangdong, Zhejiang and other provinces.
Fortunately, after the 2008 global financial crisis, Shandong textile and garment enterprises began to realize that they cultivated their own brands and seized the most lucrative brand value of the apparel industry. "We have a complete garment industry chain and industrial advantages. We will promote the brand strategy in the 12th Five-Year Plan, so that Shandong's clothes go north and south, and go abroad." Xia Zhilin said.
The province of clothing loves to "make clothes for others"
Shandong is one of the birthplaces of China's modern textile industry. The textile and garment industry has always been an important agricultural production industry, a pillar industry and an export-oriented foreign exchange advantage industry in Shandong. After the “Eleventh Five-Year Plan†leapfrog development, Shandong has not only become a major province of yarns and fabrics, but also a clothing province in the front row. The overall production capacity ranks among the top three in the country.
The reporter learned from the Shandong Garment Industry Association that as of the end of 2010, the province had 5,895 textile and garment enterprises above the scale, achieving sales income of 789.969 billion yuan, profits and taxes of 76.778 billion yuan, of which profit was 49.021 billion yuan. By the end of the “Eleventh Five-Year Planâ€, there were 1,796 garment enterprises in the province, with a cumulative production of 3.528 billion garments, sales income of 165.737 billion yuan, an increase of 21.73%, a profit of 10.335 billion yuan, an increase of 26.95%, and a clothing export of 8.741 billion US dollars, an increase of 16.4%.
"It is not difficult to see that the export of foreign orders and OEMs accounted for half of the sales revenue of the garment industry in our province. After 30 years of reform and opening up, we have met the basic needs of the national 'clothing', and more energy has turned to the export of clothing and earning foreign exchange. Foreign companies' orders rely on low selling prices and relying on quantity to make profits." Xia Zhilin, president of the Shandong Textile Industry Association, said.
The creative short board makes the Shandong women lose their color because of the lack of their own design soul. Shandong, which is used to “marriage for othersâ€, does not give full play to the advantages of textile and clothing provinces. The clothing brand is not proportional to the scale of the industry. “Shandong has certain advantages in the men's wear field with relatively low design elements. The brands such as Sinol and Red Collar have high influence in the industry, but the higher profits also represent the fashion women's fashion industry. You have always seen Shandong My own brand." Ms. Li, senior editor of Sina Fashion Industry Channel, said bluntly.
As it is said, the reporter saw in the women's exhibition area with the largest CHIC and representing the most fashionable cultural trends, only Yantai Shulang and Zibo Jiangchen two women's enterprises, while the brands in Guangdong, Zhejiang, Beijing, Shanghai and other places gathered together. The area of ​​23,000 square meters of exhibition area has gathered more than 100 women's wear brands to compete, and the figure of Shandong is small and small.
Wu Jianmin, chairman of Shandong Shulang Garment Co., Ltd., told reporters that the service fair is actually a fashion fair, and it is avant-garde and innovative in culture. “Shandong does not lack big dyeing workshops, big textiles, big steel, but cultural creativity is Short board, that is to say, did not play their own brand. Many companies do not have their own team of designers, according to the design drawings of foreigners to make clothes for others." In this exhibition, Shulang launched ten A self-owned brand has become a bright spot, and finally earned a face for Shandong women's wear.
The financial crisis awakened the awareness of Shandong clothing brand began in the world financial crisis in 2008, and it has become a watershed in the textile and clothing industry in Shandong. “Apparel companies relying on foreign orders are stupid, some orders are less than half, and time is long, employees are laid off, and enterprises are closed. On the contrary, we have our own brands, and this financial crisis has brought us a big day. The opportunity, I have been climbing in the field of clothing for eight years, a financial crisis made me stand up." Wu Jianmin said that because of brand support, Shulang has entered the rapid growth of the level.
A financial crisis has awakened the brand awareness of Shandong clothing. “In the past, there were sufficient orders, and many companies were accustomed to waiting for food. This way, there is no need to worry about the difficulty in recovering the goods. It is very easy. Don’t bother to set up the design department and spend huge sums of money to establish their own marketing system.†Xia Zhilin told reporters that this is also why Shandong design The reason why there are fewer women's brands in the elements is “to make clothes a labor-intensive industry, not a fashion industry that brings together cultural creativity.â€
At the exhibition, the reporter noticed that many of the original export-oriented clothing enterprises began to move to the domestic market, and they have cultivated their own brands. According to statistics from the CHIC News Center, this year's domestic women's wear brand has doubled since 2008. Ningbo Kaixin, which ranks among the top 20 in national apparel exports, also established a domestic company this year, focusing on the domestic women's wear market. The person in charge of the exhibition told the reporter with a smile, "It used to be silly. The big domestic market didn't even see it. I thought about exporting."
Shandong started "brand strategy"
In the post-financial crisis era, the brands of domestic clothing have sprung up and the competition has suddenly increased. "If you miss this opportunity again, Shandong textile and garment industry may be located at the lowest end of the apparel industry chain for a long time.
Low-paying hard-earned money. "Xia Zhilin told reporters, "The high profit of the clothing industry is on the brand. We produce a $10 shirt for others. People can sell it for $100 by their own brand." â€
Brand strategy is an urgent task, and it is also the only way for the transformation of Shandong textile and garment industry. Shandong Province is a relatively complete province of textile and garment industry chain, which has a unique advantage in the country. From fiber to yarn, from weaving to dyeing and finishing, and finally to clothing, the chain is relatively complete, matching before and after, supporting linkage. At the same time, Shandong's cultural heritage is strong, which has a driving force to nurture independent brands and enhance the influence of brand fashion culture.
According to Shandong's “Twelfth Five-Year†textile and garment industry plan, Shandong will continue to become bigger and stronger in a group of already influential brands such as Red Collar, Ruyi, Yelia, Sinor, Shefa, Tambor and Nanshan. On the basis of this, we will focus on cultivating a number of new clothing brands, and seek a gorgeous turn in the “brand strategyâ€, so that Shandong will be a strong province from the textile and clothing provinces.
In 2011, Jiang Daming, the governor of Shandong Province, proposed a “Marketing Year†campaign for industrial enterprises in the province. The Provincial Economic and Information Committee also used this year's CHIC as an important platform for Shandong textile and garment transfer and restructuring. "There is a saying that 'women's women's Jiang' in the industry. Our goal is to let Shandong's clothes go north and south, go abroad, enter the pioneering zone of fashion, and promote the development of Shulang and other companies." Xia Zhilin said.