What is the reason why our clothing has no brand advantage in the two main markets of the world? How should we completely get rid of the image of the "global super worker" in the textile and garment industry and take off the aprons of the "babysitter" who labored for the world's clothing brand.

We interviewed several people in the industry to find out the way to develop the brand of Chinese clothing.

The annual export volume of Chinese clothing is considerable, but the vast majority of enterprises stay at the level of international famous brand OEM. Independent brands can not go out of the country at all.

According to the survey data of Hongye information company, fifty-three point three percent of the consumers prefer foreign clothing brands, while only sixteen point seven percent of them prefer domestic brands. "I think it's mainly about foreign consumers," Yuan Shiqi, chairman of the ASAP exhibition agency, who has been engaged in international fashion exhibition industry, has pointed out the reasons why Chinese women's wear brands are away from the world market.

Yuan Shiqi is familiar with every trend in the international textile and clothing market. He believes that in the mental mode of consumers, playboys and other world famous brands are not product names, but the pronoun of status, fashion and personality. They are brand names.

"Brand should be representative of personality and cultural connotation". Yuan Shiqi thinks that this is the important reason why many international brands can seize the high-end consumer market in China, and it is also the shortage of our original brand.

In his view, the market is now a buyer's market. To create a brand, we must get the recognition of the consumers and find the brand design concept that the target consumers need.

According to Li Guangdou, the high-end shopping malls in Beijing, such as Yansha and Seth, look to the clothing area: apart from the identification of the fitting room in Chinese, we can not find any Chinese anywhere else.

The whole shopping center is full of international brands, full of free and easy logo, and full of fashionable international models.

According to the survey, China's clothing OEM production accounts for about ten percent of the total.

He told reporters without worry that promoting the internationalization of Chinese clothing brands is an urgent need for China's clothing industry to pay attention to and solve.

According to a recent statistics, domestic brands in women's clothing account for only 6.82% of the brand sales in the ten major shopping malls in Shanghai.

Why is our Chinese brand less competitive than the world's brand?

He told reporters that most of China's clothing brands are clothes enterprises, and they seldom want to come out and really tell their own style of clothing design.

"To catch the eye of the consumer, we must pay attention to the design and pay attention to the marketing and management of the brand."

Yuan Shiqi thinks.

He believes that China, as a big country with one billion and three hundred million people and thousands of years of culture, should have its own international clothing brand.

In order to build a brand, not only the fashion design should be refined, but also the style, fabric and color should be constantly injected with new elements while maintaining the original style. At the same time, Logo is also required to be refined.

Li Guangdou believes that in the global competition, logo is the most important part of a brand.

For many local brands that are about to take off, brand identification is surely an essential prelude.