Post Crisis Era: The Right To Speak Chinese Clothing

Editor's note: when the world financial crisis is slowing down, the recovery of the world economy is obvious. According to the latest report of the International Monetary Fund, the world economic growth rate will reach 3.9% in 2010, and China's economic growth rate will reach 10%. China will become the leader of the economic recovery.

However, on the other hand, some analysts believe that the crisis is not yet over and the foundation for recovery is still not solid.

Yifu Lin, senior vice president and chief economist of the world bank, warned that unemployment, debt problems, asset bubbles and other issues remain the "sword of Damour and Chris" hanging on the head of the world economy, which will inevitably bring about an impact on the Chinese economy.

It can be seen that there are many uncertain changes in the post crisis era.

It is obviously urgent to set up the agenda of the crisis era and deal with all kinds of unknowns.

The butterfly effect, the Domino effect, the looper effect...

What kind of trend the global economy will follow after the crisis is closely related to the domestic textile and garment industry with obvious extroversion characteristics. The textile and garment industry structure, consumer demand and competition direction under the global background are undergoing drastic changes. The birth of new things is inevitable. What should Chinese clothing enterprises find in the changing coordinate system?

After the economic crisis, the old mode of development is often broken, and the new economic pattern needs to be established. Its core is the adjustment of industrial structure.

In the past year, all countries have taken the adjustment and upgrading of industrial structure as an important measure to deal with the crisis. For garment enterprises, industrial restructuring, capital operation, expanding international market share and grabbing the commanding heights of future competition have become the highlights.

What is the premise of industrial restructuring?

Discover the real escalation of the opponent's two level game.

Just like the crisis, we should attach more importance to the importance of opportunities. In the post crisis era, as a Chinese garment industry just passing through, we should pay more attention to the existence of challenges.

In the economic crisis, the most sensitive still is the European and American fashion brand that occupies the peak of fashion.

After heavy losses, they further recognized the need to consolidate core resources such as brands and channels.

In view of emerging markets and new target consumers, international clothing brands have not hesitated to launch a shock.

LV and GUCCI continue to expand in China, and the discount tide sweeps across the first tier cities. This proves that luxury brands in Europe and the United States are putting limited budgets in the market with the highest expectation after China's market setbacks.

At the other end of the global apparel industry chain, Vietnam, Thailand and other developing countries are becoming new garment production and processing bases with low labor costs. While China is not giving up the advantages of fine processing, it will also compete with the top international brands in the field of channel and marketing.

Obviously, when international brands penetrate brand and channel advantages further to developing countries, domestic clothing enterprises only realize that the value of design and the value of brands are far from enough. Finding more effective competitive strategies and finding their potential in marketing and channel construction are finding that a more suitable cultural breakthrough is also imminent.

The demand for clothing for 1 billion 300 million people is the biggest market.

China is ushering in the era of dress differentiation. The multilevel distribution and diversity of the domestic market also determine the diversity of clothing brands.

Over the past two years, Bosideng and other well-known clothing brands have launched a wave of overseas marching and gained some domestic calls for international brands.

In this regard, Du Yuzhou, President of the China Textile Industry Association, stressed repeatedly that domestic demand is the main driving force for the rapid development of China's textile and garment industry. The pulling of domestic demand will make China's textile and garment industry stand up.

Italy is the holy land of the world's clothing brand. The small and medium-sized brands and clothing clusters here also have strong vitality.

This shows that the differentiation of consumer demand for clothing brands is objective, especially in the Chinese market.

The current situation is that with the improvement of traffic and payment system, clothing consumption will also cover the rural market.

In the past, many garment companies that yearned for a second tier market began to open up new battlefields in the three or four line market.

In addition to the rigid demand brought by 1 billion 300 million population clothing, the expansion of demand also depends on the creativity of the clothing brand and the discovery of new needs on consumers.

Chinese garment enterprises are truly divorced from imitation and follow the times. We must establish a modern, scientific and perfect investigation system and design system, strengthen information construction, find consumers with a scientific attitude and service based concept, and discover the market, from the market incubation brand stage to the brand creation market stage.

Finding direction to create brand ecosystem

Since the brand strategy was put forward, brand has always been the direction of exploration and progress of Chinese garment industry. Exploring the road of independent brand development is an important part of the 12th Five-Year development plan and the goal of the 13th Five-Year development plan.

China expects to achieve the grand goal of textile power in 2020, and breed genuine clothing brands as a common demand of the industry.

Against this background, the whole industry, while recognizing the importance of brand strategy, may wish to discover the law of the birth of clothing brand so as to conform to the law.

President Du Yuzhou said in his speech that the good people should strive for the potential and the bad for the sons. The problem we should consider is not that we want to have several big names, but whether we have a good environment for producing famous brands.

The region of Italy is a famous wool textile industrial cluster. There are more than 10000 small businesses. The world famous brand Zegna is located in this cluster.

China's clothing industry also has strong regional brands, such as Shenzhen women's wear and Hangzhou style dress, etc., which has produced many well-known domestic clothing brands.

It can be seen that building a good brand ecological environment can form interaction from various aspects such as material, energy and knowledge, so as to provide an excellent soil for the sustainable growth of enterprises.

Our country does not lack the brand that has the potential to become the famous clothing brand in the world, but it lacks the deep implication of supporting the long-term development of the brand. This also prompts our clothing entrepreneurs to find the environment, find the platform, find the strength to boost the brand upgrading from the collective effort, show the demand behind the brand in the industry, find more perfect services, explore effective public services, and create the ecosystem system of brand growth.

Found that technology without technology has no right to speak.

In 2000, the Chinese textile industry formally proposed to enter a new stage from big to strong.

President Du Yuzhou stressed on various occasions that the textile and garment industry mainly formulated the 12th Five-Year development plan and the 13th Five-Year development goals at the aspect of high technology application level and the development level of independent brands.

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In textile and clothing exhibitions at home and abroad, it is obvious that Western Europe and Japan have strengthened their R & D capability in recent years, and the field of chemical fiber radiation is very wide. For clothing, this shows that fabric has become another core competitive point beyond design and channels.

With the continuous development of low carbon economy, high-tech environmental protection fabrics will become one of the themes of the times.

At this world cup, we can see that 8 plastic bottles can produce a T-shirt. In 2010, at home and abroad at the clothing fair and fabric accessories Expo, the chemical fiber products, which rely on renewable resources of plants such as corn and hemp, attracted people's attention. At the upper end of the industrial chain, China's textile machinery exhibition just ended, energy saving, environmental protection and light textile machinery were well received.

All these indicate that low carbon economy is the main direction of post crisis era and the decisive factor for the change of global textile and garment industry's competition pattern.

A low-carbon economy characterized by the development of new energy sources and the encouragement of scientific and technological innovation is not only in line with the urgent demand for energy conservation and new energy technologies, such as resource depletion and climate warming, but also will produce a strong production demand.

Find yourself one of the mainstream culture of real fashion.

China's garment industry will develop from simple manufacturing to creative fashion industry.

The western world has recognized that Chinese clothing culture will become one of the mainstream culture in the world.

We should have known this earlier.

The greatest feature of international brands is their great enthusiasm for the cultural characteristics of all nations in the world.

At present, most of the international top garments in China have absorbed Chinese cultural nutrition in various ways on the basis of maintaining their own style, employing Chinese specialized talents to engage in design and marketing, and accelerating the localization process.

On the contrary, some so-called international brands that have been registered overseas and never entered the overseas market can not help but lack sincerity in Chinese culture and consumers, nor do they really understand western culture.

Now, the success of a batch of local brands, in addition to the international level of technical quality, it is very important that the brand culture style not only embodies the fashion but also reflects the local cultural characteristics. The value of these brands can not be far higher than the value of OEM clothing export, but also far higher than the value of the domestic general brands.

Chinese clothing should take the road of brand power. To adapt to the new cultural environment at home and abroad, we should correctly handle the relationship between national culture and the world's multicultural culture from the perspective of cultural creativity.

Under the condition of multicultural symbiosis in the world, we should enhance our confidence in national culture and innovate on the basis of inheriting cultural traditions.

CHIC2011 a new journey of discovery

In 2011, after 18 years of experience and pformation, the China International Clothing and Accessories Fair (CHIC) once again used authoritative eyes, accurate rulers and omnidirectional perspectives to discover innovation, discover excellence and find directions.

CHIC2010, who is proud to come from the economic crisis, has been unprecedentedly strengthened in its international exhibition.

CHIC is evolving from a materialized carrier to a higher level of human form with unprecedented maturity.

CHIC will attract more professional audiences, create more personalized services, build diversified business platform, and make perfect service plan with humanity, equality and compatibility.

CHIC will become a paradise for discoverers.

This is not only the stage of the global fashion show, but also the platform for the industry's authoritative technology and new technology competition. It is the window for the first time to unveil the international fashion. It is a celebration of human wisdom, creativity, fashion and enthusiasm.

CHIC will continue to deepen its functions from displaying products and guiding consumption, and arousing spectators' thinking at a higher level, becoming the source of the topic of China's clothing industry and even the world's clothing industry.

CHIC will further enhance the theme of the exhibition, and let every trend party sing the global melody under the theme of universal praise, leading the garment industry to green, healthy, sustainable and orderly development.

CHIC is moving forward. In 2011, she will open up a new journey of discovery, opening and creation of Chinese and world clothing culture.