Garment Industry: "Made In China" Is Facing "Qualitative Change".

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Barbarous growth but never derailed International

In the tide of reform and opening to the outside world, a large number of Chinese garment processing enterprises have sprung up like bamboo shoots, encouraged by the preferential export tax rebate policy.

Over twenty years of development, China now produces 60% of the world's total clothing products and accessories.

Such a rapid development momentum, as the host of the forum said, "this is the twenty year that Chinese clothing has been growing brutally.

It is precisely because of the accumulation of these twenty years that we have the bottom line of Chinese clothing to match the quality of the world.

In the late twentieth Century, the sales revenue of the largest clothing enterprises in China was less than 5 billion yuan, while in 2007, the sales revenue of the largest garment enterprises in China was nearly 20 billion.

In 2005, the total output value of textile and clothing accounts for about 1/10 of the total output value of the country, and it has been exported for the first five consecutive years.

China has become the world's largest garment production and processing base. One of the three garments in the world comes from China.

Shen Yongfang, President of Shenzhen garment industry association, thinks that it is this barbaric growth mode that makes Shenzhen's garment industry able to achieve today's success.

"After more than 20 years of development, from the beginning, 100% of processing exports to the autonomy of 60%~70% today.

Karl Denton, assistant general manager and senior director of customization department, Liu Dan also has a strong feeling about the development of the garment industry.

"93 years ago, the development of card Dan ton, from the initial wholesale trade to today's branding scale, has two brands and six major business series. It has more than 500 stores nationwide, and has achieved complete independent production, design and sales."

Liu Dan said, "we have gone through an unusual road."

China's manufacturing has gone through the OEM mode. At the present stage, when the enterprise gradually grasps the core technology, the pformation from OEM mode to ODM mode will become an inevitable choice for enterprises.

Shen Yongfang said: "China will take a road from OEM to ODM to OBM, and the garment industry in Shenzhen is a model of industrial pformation. The government is also very supportive of our going out.

At the beginning of the international big Zara entry into China, the price is cheaper than ours. In such a market competition, we should do better in terms of quality, creativity and culture.

Taking advantage of the convenience brought by reform and opening up and the advantages of the SEZ, Shenzhen's garment industry has become more international and closer to internationalization. This also enables enterprises in the region to integrate advanced international technology, ideas and production methods into development.

Although made in China has been favored by international high-end brands in quality, Wang Xuewei, vice chairman of the CPPCC Shenzhen Municipal Committee, though we already have a fairly strong foundation of "made in China", "made in China" does not directly and naturally produce the quality of the world.

The pformation requires entrepreneurs, the clothing industry and government departments to continue to work hard for them.

Restore the true "world quality"

"With the development of the apparel industry today, we have realized that China's manufacturing has been promoted to the world.

From the early "made in China" characteristic "cheap" development, some enterprises have certain advantages in product quality and technology compared with internationally famous manufacturers.

In 2009, the Ministry of Commerce's global promotion of "made in China" was based on the necessity of image pformation.

The strength of "made in China" is increasing day by day, and consumers do not necessarily understand it.

Wang studies for example: "Apple Corp's products, whether Iphone or Ipad, are made in Foxconn, Shenzhen, but not many people in the world know we made them. Even if they know, they will not associate with the quality of China made.

So such a lack is a serious problem. "

It has become more and more important and urgent to restore the true "world quality" for "made in China".

According to Liu Weidong, Secretary General of Shenzhen Leather Industry Association, most of China's best products are exported to foreign countries, and Chinese consumers often accept some famous international products that are sold back.

"Made in China is fully owned by the world."

Liu Weidong said, "good things need the mobilization of the society, so that domestic consumers can know that Chinese enterprises can create excellent world-class products and push them to buy and support these products."

"Shenzhen's leather industry and garment industry have also experienced the process of exporting from abroad to domestic sales, and then relying on domestic sales to enhance the brand."

Liu Weidong said, "BELLE, for example, was the first to sell in the entire retail market in China last year, and now there are more than 20 independent brands, with dozens of agency brands.

Compared with other brands that value exports, BELLE will focus its efforts on the domestic market, which is why BELLE has a high reputation in China.

As a representative industry of "made in China", the Chinese garment industry has begun to explore and solve the phenomenon mentioned by Wang Xuewei in recent years.

Liu Dan, of card Dan ton, said: "after more than 20 years of development, we believe that quality is the foundation and cornerstone of the brand.

The first is the universalism of brand values, the two is the internationalization of brand development, the three is the leading quality of technology, and the four is the globalization of industrial chain construction.

On the question of how to improve the quality of products, Ms. Xu Hailan, director of the center for supply chain management, said: "in fact, at the very beginning, the company set up the goal of building a global supply chain.

At present, we have developed a complete supply chain system for R & D, manufacturing, logistics and terminal sales. "

The overall performance of the brand has been excellent, and some foreign high-end brands have chosen to establish cooperative relations with Chinese garment enterprises.

The top French fabric company, the multi American company, announced a strategic cooperation with the company on the same day.

Pierre, manager of the Far East and greater China group, explained why he chose to cooperate with the brand. "The brands that are now working with us are Givenchy, Chanel, Hermes, Dior and so on. We know that the guests of the city are very picky, and the quality they ask for is supreme."

Matteo Lazzeri, head of MTVV company from Italy, has also expressed a satisfactory attitude towards the quality of Chinese products.

She said: "in our view, the Chinese market will become a market that can rarely provide high-quality quality products in the future."

Build a world brand again

China is currently the world's largest producer and exporter of clothing, and is also the largest clothing consumer in the world.

After 20 years of wind and rain baptism in the development of the industry, and the proportion of textile and garment exports to the global market is as high as 30%, the voice of "China creates the world brand" is getting higher and higher in the society.

"Brand products are undoubtedly produced in the workshop, but production shops can not produce famous brands, but can only arise from our enterprises.

Through the strategic planning of entrepreneurs and mobilizing the integration of industrial chain, we can enhance the ability of marketing and development, and at the same time, we must continuously invest in the market for the establishment of corporate social reputation, so that the corporate image can be established continuously. Only in this way can we build some foundation for the development of enterprise brand.

Wang Xuewei put forward his own views for the brand development of Chinese enterprises.

Faced with new challenges and opportunities, the company has launched a strategy of advanced customization to meet the new consumer demand.

Liu Dan, senior director of customization department, said: "China's consumers are becoming more and more rational and mature. Especially in dress, they pay more attention to the expression of their personal image and inner spirit, hoping that they can show their state.

Cooperation with France's multi American companies is based on this strategic choice. "

"At the beginning of the establishment of the brand, I want to be an international brand. I think the existing stage can cooperate with the advanced and mature brands of the world, and only by standing on the shoulders of giants can we see further."

Liu Dan said, "the quality of our raw materials is world-class. Advanced customization is targeted at the three leaders. There are executive leaders, business leaders and ideological leaders.

I believe that good quality is our passport to the world.

And for future planning, Liu Dancheng: "the international process of card Dan ton will have a step.

To achieve this vision, one is to rely on the integration ability of our resources. The second is our talent team. We feel that we should make a brand, bring the best products to local consumers, and also provide the best service.

Therefore, Karl Denton needs further accumulation in designing talents, marketing talents and management talents.

"We hope that in five to ten years, we will not only become a high-end brand in Chinese men's clothing, but also become an influential menswear brand in the Asia Pacific region."

Liu Dan is confident of his future.

As a representative of China's garment industry, Karl Denton has accumulated twenty years of experience, whether it is technology or quality assurance, and even the brand concept has revealed a mature side.

And its high-end line planning in men's clothing is also very clear, that is, to build Karl Denton into a high-end men's clothing brand.

In the future, if he can successfully enter

Yu Jian, Secretary General of the Shenzhen chain store and retail business association, called on the Chinese people to go out of the misunderstanding of the so-called "quality of origin" consumption. Commercial channels should be proud of China's manufacturing, giving more support and preferential treatment, rather than simply thinking that China's manufacturing is low-grade.

At the same time, the relevant government departments should also give more policy support to Chinese brands. The news media should rationally think and positively guide Chinese brands and Chinese enterprises on the basis of a deeper understanding of Chinese brands and Chinese enterprises, and protect the development and growth of China's manufacturing and supporting Chinese brands. We hope that the excellent brands made in China will set up Chinese brands in a right way, do well in the domestic market, develop international markets, and make the world brand that is made in China and made stronger in China.

The high-end breakthroughs of the garment industry will break the current situation that the domestic high-end clothing brands are entrenched by foreign brands.

In the long run, this is extremely beneficial to the overall development of the garment industry.