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Bosideng Yalu Hai Lan Jiangsu Textile And Garment Successfully Upgraded

2012/3/7 8:31:00 20

At home and abroad, strong brands gathered in the Shanghai market.

Bosideng

The leading brands of Jiangsu textile and garment industry, such as Yalu and Hai Lan's home, are outstanding in the fierce competition and are widely favored by consumers.

This is actually a typical phenomenon. From the perspective of the textile and garment industry in Jiangsu, the upgrading of the industry has been promoted by adjusting the structure, expanding the brand and enhancing the efficiency, and has achieved positive results.

brand

Frequent highlights

International brands such as ZARA, Nike, H&M, GAP, Reebok and so on, are famous and famous in our market.

What is the key? The key is the high gold content of the brand! Xie Ming, President of Jiangsu textile and Garment Association, said in an interview: "although the textile and garment industry in Jiangsu has been in the forefront of the whole country, we have gradually realized the importance of the brand in the new round of development. So we put forward the development goal of" brand Jiangsu "and" fashion Jiangsu "8 years ago. Practice has proved that this is a multiplier effort.

Through brand management, today's Jiangsu textile and clothing are indeed bright spots. Bosideng and sunshine are recognized as the only 2 world famous brands in Jiangsu, more than 50 famous brands in China, more than 30 well-known trademarks in China, and more than 300 famous brands in Jiangsu.

In the list of top 100 clothes, Bosideng, haalang house, red bean, tiger leopard, Yalu, Yihe, AB group, Laoshi group, Yueda Textile Group and other 24 brand enterprises are in the eye.

A province's top 100 enterprises account for 24% of the total. What is the concept? The answer is very clear.

This bright spot is not only the glory of these related brand enterprises, but also plays an exemplary role and exemplary role in the entire textile and garment industry of Jiangsu province. It will create a great impetus for the rise of more brands in Jiangsu's textile and garment industry.

Brand Jiangsu and fashion Jiangsu have great achievements. How to brighten up the bright spots? Xie Ming said, "go to a new level!"

Accumulate new development advantages

In 2012, influenced by the international and domestic economic development, the uncertain factors of the development of China's textile and garment industry increased.

According to this, what is the new way of thinking for the development of Jiangsu's textile and garment industry? Xie Ming said in an interview: "in general, it is necessary to accumulate new advantages of Jiangsu's textile and garment industry."

She believes that in the face of problems such as slow growth or weakness in the economic growth of the developed countries such as the European Union, Japan and the United States, the appreciation of the renminbi, the increase of labor force and expenses, and the difficulty in financing many enterprises, the difficulty of China's textile and clothing exports will increase correspondingly, and the competition in the domestic market will become more intense, which in particular needs to cultivate the new advantages of Jiangsu's textile and garment industry.

The new advantages include continuing product mix adjustment, upgrading product grades, increasing value-added products, enhancing product design capabilities, increasing the proportion of OEM to ODM, increasing brand building efforts, accelerating the increase of intangible assets, continuously improving labour productivity, and improving management efficiency in personnel, products, logistics (unconventional pportation), and marketing.

Mention of nurturing Jiangsu

Textile and clothing

The new advantages of the industry, Xie Ming explained, "the new advantage of cultivating Jiangsu's textile and garment industry is a pressing matter at the moment and is also a top priority in the long run.

In 2011, Jiangsu's textile and clothing exports made two major progress. First, the export amount was 42 billion US dollars, an increase of 24%. The total amount surpassed Guangdong and became second of the whole country.

Two, the total export volume of clothing for the first time exceeds the total export volume of fabrics, and the quality of products is improved.

This is an element that constitutes the new advantage of Jiangsu's textile and garment industry.

Otherwise, the export market is not optimistic. In a low cost country in Southeast Asia, an employee costs only 450 yuan -500 yuan per month, while Jiangsu has to spend more than 3000 yuan -3500 yuan.

The brand management of Jiangsu's textile and garment industry also needs to have new breakthroughs. It should be more distinctive, more characteristic and more acceptable to consumers.

For example, the location of ZARA is worth studying. The rich wear ZARA because they feel fashionable. Poor people wear ZARA because they feel cheap, so the target consumer group of ZARA is quite large.

Jiangsu's textile and apparel brand management should focus on embody Jiangsu culture, lead consumption, guide new lifestyles, and realize the magnificent turn from manufacturers to brand dealers. This is promising. Marketing aspects should be systematically studied from product positioning, design and development, production, logistics, sales outlets, staff training, agent selection, training, information and so on, so as to enlarge and enlarge the new advantages of Jiangsu's textile and garment industry.

Take the lead in adjustment and take the lead

In terms of the status of China's textile and apparel industry in the world, it is still a large country of textile and clothing, and has not yet entered the ranks of the world's textile and garment giants. Especially, compared with France, Britain, Italy, the United States, Japan and other textile and garment powers, the gap is even more obvious.

The problem of product value is low added value, little surplus value, and the effectiveness of creation is not satisfactory.

Fortunately, the gap between China's textile and garment industry and the world's textile and garment powerhouses is not expanding, but shrinking. The textile and garment industry in Jiangsu is a vivid example.

On the eve of the Spring Festival of 2012, the author took part in the Symposium on "Zhen Ze research seminar of Jiangsu Textile Industry Association".

Although China's textile and garment industry is facing unfavorable conditions such as the decline in export growth, the increase of labor costs and various kinds of expenses, and the difficulty of financing many enterprises in 2011, the entire textile (clothing) in Zhen Ze town still achieves better sales performance than in 2010, with a total sales volume of 7 billion 200 million yuan, and the adjustment of industrial structure is quite good.

Liu Ying, general manager of Suzhou Shanshui silk Co., Ltd., said: "we are located in the Fengshui site of Zhen Ze. According to the characteristics of the improvement of consumer's quality of life and the growing demand for green products, the company focuses on developing more perfect, more perfect and more fashionable silk dress, silk household textiles, silk quilts and silk gifts. The sales performance is better every year.

With the advantage of the licensed products manufacturer in World Expo, Shanghai in 2010, our high-end products not only increased the market share in the first tier cities such as Shanghai, Beijing, Guangzhou in 2011, but also our own brand "China dream" in Australia and "landscape silk" in Japan.

The 100% foreign trade Deke (Suzhou) Textile Co., Ltd. has completed the successful pformation of both domestic and foreign trade, and exported high-end products to enhance the added value of products.

Domestic sales set up headquarters in Shanghai, launched independent fast fashion business casual men and women wear brand / "target=" _blank "> women's clothing brand, lock 20 year old -40 year old consumers, employ 10 years of Korean life in the United States as a marketing director, and from ZARA to dig more than 10 designers and other talents. A invested heavily in return, Shanghai more than 10 business area of 1000 square meters of direct shops (including Nanjing West Road's direct shop area of more than 2000 square meters) sales performance across the board, estimated in 2012 the total domestic sales will reach 800 million yuan -10 billion yuan.

New Shing Group, Qingtian enterprises, Jili silk and silk cloud and other related brand enterprises have also discussed the operation ideas of strengthening product design, introducing advanced equipment, improving management efficiency, strengthening brand and enhancing intangible assets, showing the belief and determination to take the initiative to adjust the product structure and take the forefront in the upgrading of the industry.

It is reported that in 2011, the total output value of Jiangsu's textile and garment industry exceeded 100 billion yuan, an increase of 22% over the same period last year, and the quality of the growth was further improved, and the profit grew by 33% over the same period last year, which continues to be higher than the growth rate of total industrial output value.

It shows again the style of China's textile and clothing province and strong province.

At the same time, it also shows the results of the first adjustment and the first to benefit from it.