Garment Made In China: Strengthening Brand Advantage

Since 2011, due to cost

From the current market perspective, in addition to strengthening research and development to provide design and development for international buyers and increase the added value of export products, mining domestic demand and strengthening brand awareness is the main way of pformation and upgrading of enterprises.

Chinese brands are booming in the domestic market, but the brand management of domestic garment enterprises is relatively late. From the early stage of self preparation of the men's clothing brands such as Shanshan and Luo Meng to the peak of brand development in the whole industry in recent years, the long-term entrustment of OEM production has made some enterprises lose their initiative in brand building.

Processing clothing is considered to be at the lowest end of the global apparel value chain. Chinese clothing brands lack sense of value and lack overall advantages compared with international brands.

If compared with the European brands, the lack of cultural atmosphere can not get the respect from the brand culture, so European luxury brands accelerate landing in the Chinese market.

At the same time, fast fashion brands such as ZARA in Spain and UNIQLO in Japan have extended to the two or three tier market in China. The trend of tightening up the layout of the Chinese market is obvious. The competition in the domestic market of brand clothing will become increasingly fierce.

Therefore, the pformation and upgrading of enterprises need to accelerate the cultivation of brand advantage in the pition period. First of all, we need to improve the brand clothing design level and enhance brand reputation; the two is to increase labor productivity and reduce the cost of circulation; three, we should enhance the cultural integration of brand clothing, especially high-end brands, enhance brand image; four, strengthen the brand's ability to control domestic and international value chains, improve the private brand's strength in the international market; five, strengthen the brand.

For enterprises walking on two legs and developing in the international market only, efforts should be made to raise production levels, raise design standards and further improve management level.

It is reported that in the US market, some high-end clothing manufacturers have begun production in the United States, and the number of American apparel industry increased by 1100 in August.

For these manufacturers, clothing production in the United States is more than overseas.