Domestic textile clothing In the enterprises, the majority of them are licensing and OEM, and only about 10% of their own brands. One side, international brand Take advantage of its popularity and capital The advantages of the Chinese market are constantly being seized. Despite the problems of abusing workers and product quality, they continue to maintain rapid growth. On the other hand, domestic independent brands are faced with unprecedented development bottlenecks, such as tight capital, counterfeit products and high cost of entry. In the game with international brands, the independent brand is becoming less and less because of the different entry conditions of the mall. The former has high profit, low entry fee and even no entry fee. The latter is low in profit but must pay high entry fee. China's own brand textile and garment enterprises are increasing, but the survival and development environment of independent brands is not optimistic.

In this regard, I suggest: first, the government introduced new financial support, tax, investment and financing support policies and other supporting policies to encourage textile and garment enterprises to build their own brands; two, it is necessary to introduce relevant regulations as soon as possible, crack down on problems such as collecting high entry fees and other obstacles to the development of independent brand, regulate the profit distribution pattern of textile and garment industry chain, standardize fair competition in the market, and create a good ecological environment for independent brands; three, increase publicity efforts on independent brands, vigorously advocate independent clothing brand consumption, and strive to create a good atmosphere for the whole society to attach importance to clothing and independent brands, strive to create brands, marketing brands, consumer brands, and protect brands.