On October 21st ~22, China's first clothing conference opened in Beijing. Du Yuzhou, President of the China clothing association, said at the meeting: "China's garment industry has changed from" big "to" strong "for 10 years. However, the Chinese garment industry is still "big" but not strong.

China clothing Feng Dehu, a full-time vice president of the association, took the Shengzhou tie as an example: "the necktie made by Shengzhou accounts for 50% of the international share, but the unit price of each tie export is only 1.61 dollars, so the market share can only be called the market processing share, not the market share, because our one hundred ties may not earn other people's ties."

There is indeed an embarrassing situation in China's apparel industry. Whether it's fashionable women with fashionable trend, high update rate, or business men's wear with long selling cycle and less design changes, sales of foreign brands have a strong advantage, and domestic brands of the same category are relatively cold treated. Reporters in Beijing shopping centers, department stores found that foreign brands firmly occupy the golden berth, turnover is also far ahead of the domestic market. brand 。

"Big names like Chanel and LV have experienced not only a century of accumulation, but also a solid step forward on the road of brand management." Du Yuzhou said: the cultural value of a brand should exceed its physical value. Because of the improvement of technological level, people's knowledge growth and physical value will be lower and lower, and the proportion of cultural value will be higher and higher.

Experts believe that China's clothing industry is now lack of technology, but a brand building habit of thinking. Machinery, raw materials and even the entire production line can be bought, and can be learned and imitated, but the brand can not be obtained simply by imitation.

How do domestic enterprises develop their clothing brands? Duyu Zhou said: clothing manufacturers should transform their business philosophy, focus on improving their core competitiveness from product quality and service means, and create a sense of culture, national feeling, history and fashion. Brand value Only by establishing the cultural confidence of the brand can we win more consumers' trust and trust and gain more business value and social value.

"Leaving corporate culture to talk about brand culture is one-sided, brand culture can not be divorced from corporate culture." Zhang Rongming, general manager of Beijing Ermu Underwear Co., Ltd., said: "corporate culture is for employees. For the whole company, brand culture is facing customers, aiming at products and markets."