How To Build Brand Competitiveness Of Chinese Clothing

The concept of clothing in twenty-first Century has been greatly different from the last century. From the basic role of shelter to today's status, from the pursuit of fashion to individuality and new culture, the role of clothing has undergone substantial changes.

Looking at the development process of garment manufacturers in China for more than 20 years, failures and successes are commendable.

However, there is no such thing as Pierre Cardan's clothing brand that dominates the world.

So how can China build its competitiveness in textile and clothing brands and how to remain invincible on the international stage?

The author thinks that the following aspects should be discussed: first, from the point of view of clothing education institutions, (1) clothing institutions should keep close ties with enterprises, truly understand the needs of enterprises, and combine education theory with market demand.

As we all know, education is the way to a strong nation. Similarly, for the textile and garment industry, education is also the foundation of strong industry. The textile and garment industry must enhance its market competitiveness and create a super brand with international influence. Senior professionals are particularly important. Therefore, as a cradle of professional talents, colleges and universities play an extremely important role.

Since clothing colleges and universities are shouldering the important task of revitalizing China's textile and garment industry, they should clearly define their responsibilities and obligations and seek the best ways and means to fulfill their aspirations.

The pen thinks that, first of all, clothing colleges should maintain close contact with enterprises, understand the needs and problems of enterprises in time, and timely explore and deeply study the problems. Secondly, we should timely convey information learned from enterprises to students and guide students to ponder over the existing problems. In this respect, colleges and universities can achieve the goal through careful design of educational courses, and combine theory with actual cases in teaching, so that students can learn how to think and deal with problems while they are in touch with new knowledge.

(two) clothing colleges and universities must constantly study and explore new ways of training clothing professionals, and cultivate practical high-level talents who can really meet the needs of the market.

Talent cultivation is a long-term problem. It should not be viewed from a static perspective. It also needs constant development and change, changing with the needs of enterprises and changing with the trend of the market.

However, in changing, we must learn to discover rules, find out the basic countermeasures to deal with all kinds of problems, and serve the industry better.

In my opinion, as an educational institution, we should first identify what aspects of the clothing professionals most commonly need in the society, such as fashion designers, model designers, fashion design management talents, clothing production management talents, clothing marketing planners, and so on. Secondly, we should design different ways of training for different roles of these talents. Besides teaching, teaching methods are also worthy of further study.

For example, case teaching and Simulation of factory operation mode are good ways to cultivate students' professional ability and social time practice ability.

Therefore, in terms of teaching methods, colleges and universities should attach great importance to it, be good at reform, and boldly try to cultivate various new methods of students.

Second aspects, from the point of view of garment enterprises, (1) enterprises must further strengthen product quality construction.

Quality is the life of an enterprise and the foundation and guarantee for the development and growth of an enterprise.

The most fundamental thing to attract consumers is the quality of the products, including the quality of the fabric, the performance, the pattern design, the aesthetic degree of the design and the speed with the international trend, etc. a quality product should not only bring visual beauty to the consumers, but also bring comfort and health to the users.

Look at the various kinds of textile and clothing products on the domestic market, how many of them can be regarded as "good quality"?

Summarizes the existing problems are as follows: 1. Lack of design input, no attention to details, product appearance without characteristics.

A popular saying is that "Chinese enterprises do not need designers, they only need copies." from this point, we can see the importance attached by domestic enterprises to design.

Of course, we need to learn from others' good things, but we can not copy them completely. We should take the essence and combine the Chinese culture and national characteristics to seek the way of design with Chinese characteristics.

At this point, some textile and clothing institutions have attracted much attention. For example, Donghua University, Jiangnan University and so on take the differentiated and characteristic design language as a special research project, and put forward the new design idea of "new art and dyeing and finishing", which has greatly opened up the design vision of domestic enterprises, and has played an indelible role in carrying forward national culture, promoting national characteristics and creating national international brands.

(2) green environmental awareness is poor, and the ecological level of products is low. At present, the developed countries pay more and more attention to environmental protection, and set up strict environmental protection and safety inspection for their imported products.

This is undoubtedly a non-tariff barrier which is difficult to surmount in China, which is not very developed in terms of the technological level of textile and clothing.

But this is the trend of the times and an irresistible trend. If domestic enterprises want to develop, want to go out of the country, go to the world and enter the splendor, we must strengthen the construction of science and technology, improve the existing technology, develop and use new pollution-free safety materials, improve the ecological level of products, symbol the ecological standards of exporting countries, and establish the green environmental image of the enterprises through the universal certification of authoritative environmental signs. This is the fundamental guarantee for their sustainable development, and also the only way to create an international brand.

After finishing technology, the finishing technology mainly involves dyeing and finishing technology, ironing technology. Most of the fabrics of Chinese enterprises have not yet reached the international advanced level in the finishing process. The phenomenon of decolorization and pilling is common. Without technological innovation, there will be no sustainable development motive force, so we can not break the "technical barriers to trade" set up by developed countries, and we can not go abroad more, join the competition in the international market, and achieve international brands.

(two) enterprises must strive to expand their scale, enhance their strength and enhance their international competitiveness. China is a large producer of textile and garment products, but there are few large enterprises that are truly internationally competitive.

Enterprises are generally small in scale, weak in capital strength and poor in foreign investment, which is not conducive to the "going global" strategy.

Therefore, to expand the scale of enterprises and enhance the strength of enterprises is a must for our country to build a strong garment country.

For example, the path of conglomerate strategy is an effective way to develop China's textile and garment industry and enhance its international competitiveness.

(three) enterprises should attach importance to the establishment of brand culture, the innovation of brand image, and the development of material civilization and spiritual civilization. If a brand does not attach importance to the creation of culture, and does not pay attention to the cultivation of its connotation and its changing form of expression, it will be difficult to relate to classic and high-end.

It is difficult to build up a lofty image in the minds of consumers just relying on the development and improvement of the product itself.

Therefore, the outstanding quality of a brand should be reflected not only in the product itself, but also in other non-traditional material forms and spiritual forms.

For example, a unified and coordinated store design; warm and comfortable shopping environment; comprehensive, timely, quality, proactive after-sales service, and complete, meticulous and innovative customer management.

At present, some large enterprises in China have attracted much attention in the design of storefront, which can basically conform to the international standards. However, there are still many problems in terms of service system and service mode, and have not yet reached the high quality contents and forms of international famous brands, such as after sales service. Basically, domestic enterprises still use passive traditional service methods, and lack of concern and innovation in customer management.

(four) enterprises need to seek new ideas for brand development, that is, to rely on the strength to make efforts. According to the current situation of China's textile and garment industry, they want to reach the level of developed countries in the short term and create their own internationally famous brands. This is almost a night's talk, but this is not to say that Chinese textile and garment enterprises can not walk on the international stage, and can not enjoy the reputation of high quality.

This requires Chinese textile and garment enterprises to get rid of the bondage of traditional enterprise development ideas, and to open their eyes and seek new ideas and new ways for the development of enterprises.

For example, we can cooperate with international famous brands to build brand together.

In addition, the local large textile and garment enterprises can reach agreement with the famous international fashion designers, set up R & D centers, grasp the trend of international clothing through in-depth exchanges, and at the same time, enhance the competitiveness of their brands through the name of international design masters.

Effective use of the popularity of internationally renowned brands and designers to achieve "leveraging", can add luster to the clothing brand of enterprises.

Third aspects, from the government's point of view, (1) the government should create conditions for the development of the textile and garment industry agglomeration and create an environment for industrial development. To develop our textile and garment industry, we must vigorously develop our industrial base city (county) and China's textile industry characteristic town, and implement the textile industrial agglomeration strategy.

The scale of China's textile and clothing is generally small and dispersed, which is not conducive to giving full play to its advantages.

In order to pform our country from a large textile and garment country to a strong textile and garment industry, we must develop industrial clusters.

(two) the government should formulate various policies conducive to the development of the textile and garment industry and create favorable policy environment. The policies affecting the textile and garment industry mainly include industrial policy, investment policy, financial policy, export tax rebate policy, export credit policy, and industrial technology progress policy.

Good policy environment plays a huge role in promoting the rapid development and growth of the industry, and is also the most favorable support given by the state to the enterprises.

To sum up, the competitiveness of textile and garment brands and the implementation of brand strategy are not overnight. It is a long-term accumulation process.

It requires the long-term cooperation and efforts among enterprises, between enterprises and educational institutions, between enterprises and governments, between domestic enterprises and foreign enterprises. Therefore, it is also necessary for our operators to hold the belief of building brands for a long time, persist in, persist in, persist in, adopt the skills of soft fire and praise soup, build up brands, create the competitiveness of textile and clothing brands, and achieve truly international brands.

Yang Jing: editor in charge