Since August, the Olympic marketing war of enterprises has also entered a critical stage. Hengyuanxiang, Li Ning and other garment enterprises have come to the fore in the world due to various cooperation related to the Olympics. However, for the whole Chinese clothing industry, the Olympic Games is only a game in which a few enterprises participate. Olympic partners, sponsors and suppliers are few and far between.

A recent survey of garment enterprises in various industrial clusters also showed that most of the interviewed enterprises did not pay much attention to the Olympics, and some industry organizations also expressed the view that the Olympics had little impact on the industry.

At the beginning of this month, President Hu Jintao said in a collective interview with foreign media that the preparation for the Olympic Games has undoubtedly greatly promoted the economic development of Beijing. However, as Beijing's economic aggregate only accounts for a small part of the country, the promotion of the preparation for the Olympic Games on China's economic development should not be overestimated.

Indeed, the role of the Olympic Games in promoting China's clothing industry should not be overestimated. At the beginning of the year, Premier Wen Jiabao of the State Council worriedly predicted that this year might be the most difficult year for China's economy. From the perspective of the clothing industry, the industry estimates that this year is the most difficult year for textile and clothing exports in the past 10 years, which has also been verified: industry profits have declined sharply, and tens of thousands of enterprises in the Pearl River Delta are facing bankruptcy.

The holding of the Olympic Games has undoubtedly brought new opportunities to the clothing industry in "winter", but a survey just released shows that most clothing enterprises are not optimistic about the direct benefits of the Olympic Games.

This has already begun to take shape in Beijing: because of the strengthening of security measures, the passenger flow to Beijing has been significantly hindered, the supply of goods has been suppressed, and many shopping malls have fewer customers than usual. Even the rent prices around the Olympic venues have also dropped sharply.

Liu Ruiqi, chairman of Hengyuanxiang, the sponsor of the Olympic Games, once said that the sponsorship of the Olympic Games should be mainly used as a learning opportunity. He believes that the Olympic organization itself is a powerful brand, and it has many operating rules, regulations and methods that can be learned from.

Hengyuanxiang's attitude is commendable. After all, for a large developing country and the garment industry in winter, we need to be calm and rational.

If the holding of the Olympic Games is compared to an east wind, then for the clothing industry, spring is far from coming, but hope has begun to sprout: the export tax rebate will be raised; The United States will cancel textile export quotas next year; Due to economic and political problems in Southeast Asian countries such as Vietnam and Cambodia, some textile and clothing orders flowing from the mainland to Southeast Asia last year may return to China in the second half of the year; The new labor contract law implemented this year, as well as the difficulties brought to textile enterprises by the "environmental storm", have been gradually on the right track after the early adaptation of enterprises.

As Du Yuzhou, president of China Textile Industry Association, said recently, we still have a long way to go to become a textile power. However, the road we have traveled has strengthened our confidence. As long as we continue to analyze ourselves, correct deviations, learn from international advanced experience, and rely on our own efforts under the guidance of the new road to industrialization, in accordance with the scientific concept of development, we will certainly be able to walk out of the road of a textile power at a faster speed.