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Clothing Industry, Brand Marketing, Optimizing Growth Mode, Focusing On Long Term
< p > Dongguan has all kinds of < a target= "_blank" href= "//m.pmae.cn/" > textile < /a > a target= "_blank" href= "_blank" > clothing > < > > < more than 4000 "," shoes "," hat "," target= "," leather "," leather "," leather "," leather "," leather "," leather "and" industrial ". There are more than 10 industrial enterprises with over 1 billion yuan. In 2012, Dongguan's textile and apparel "a target=" _blank "href=" //m.pmae.cn/ "> shoes and hats" /a ". The main business income of the industry was 83 billion 413 million yuan, accounting for 9.3% of the main business income of the above scale industrial enterprises, and the industrial added value was 22 billion 976 million yuan, accounting for 13.3% of the industrial added value above the norm. < /p >
< p > 30 years, the textile and garment industry chain has been continuously improved, and the agglomeration effect and radiation capability have been continuously enhanced. The regional influence has been expanding. After experiencing the process of "no card OEM brand creation", it has won 7 national brand names, accounting for 17% of the national famous brand names of the industrial level in the country, and 28 famous brand names at the provincial level, accounting for 10% of the provincial brand names. < /p >
< p > Dongguan as one of the first ten major textile industrial bases in the country, it has 3 provinces and industrial clusters upgrading demonstration zones in Dalong, Humen clothing and Houjie shoes industry, and China's < a target= "_blank" href= "//m.pmae.cn/" > brand clothing > /a > manufacturing of famous towns (CHA Shan), Chinese women's wear town (Humen), and China's famous sweater town (Dalang) and a number of textile and garment industrial bases. < /p >
< p > < strong > brand marketing lets the garment industry change to new /strong < /p >
< p > 2012, it is a severe year for Dongguan textile "a target=" _blank "href=" //m.pmae.cn/ "clothing shoes and hats" /a, and Limited by Share Ltd has achieved operating income of more than 1 billion 600 million yuan, up 46.64% over the same period last year. At the same time, the beautiful spanformation of the independent underwear brand city beauty has become a bright spot for the clothing industry to seek new breakthroughs this year. < /p >
< p > search special clothing Limited by Share Ltd is the eighth listed company in Dongguan. Unlike traditional clothing enterprises, he did not build his own production plant, but instead focused on the "smile curve" at both ends for R & D and marketing. < /p >
< p > Dongguan city beauty Industrial Co., Ltd. located in Fengde Ling village, Fenggang Town, has fully realized the significance of "Chinese creation" to modern enterprises from the beginning of its creation. From product development to sales camp, it emphasizes "brand production" and "production brand", and strengthens the brand as the core competitiveness of enterprises, and abandons the traditional way of "product production". Urban beauty has also made a series of brand new upgrading around brand building, product upgrading and terminal experience, which has provided some successful references for the development of brand marketing. < /p >
< p > compared with search city and urban beauty, YISHION < a target= "_blank" href= "//m.pmae.cn/" > dress < /a > is a typical traditional enterprise. As early as 10 years ago, YISHION made the spanformation and upgrading of enterprises in a forward-looking way by building brand and strengthening design and research and development. < /p >
< p > < strong > policy support agglomeration industrial resources < /strong > /p >
< p > whether it is in search of city, beauty or YISHION clothing, their development path and their endowments are different, but they all have one thing in common. That is, taking the enterprise brand as the way out, enhancing the sales performance of the industry and improving the product popularity, it has also realized the perfect upgrading of the enterprise development, and has become the winner of the two commanding heights of the smiling curve of design, R & D, brand and marketing. < /p >
< p > "Pearl River Delta region reform and development plan outline (2008-2012)" clearly pointed out that we should make Dongguan's clothing characteristic industry into a regional brand with international influence. < /p >
< p > the establishment of Dongguan garment industry brand is not accomplished overnight. It takes a long process. The formation of industrial brand needs the construction of multi-layer system and the process of evolution, including enterprise brand group, industrial cluster brand, and international regional industrial brand. Such as Humen Town, through the cultivation of brands, creating Humen fashion innovation center, creating a consumption environment, accumulating fashion culture and other means to achieve product upgrading, upgrading and upgrading the clothing industry; Dalang town to the wool industry marketing planning, allocate about 1000000 yuan in the domestic and even more than 80 countries and regions of the world to "Dalang", "big wool weaving" trademark registration, successfully created the "big wool weaving" regional brand. < /p >
< p > in recent years, governments at all levels in Dongguan have issued a number of supporting policies to support enterprises' independent innovation and spanformation and upgrading, and provide a favorable policy environment for the spanformation and upgrading of garment enterprises. Take YISHION as an example. In 2010 alone, the support funds YISHION successfully applied to was more than 15 million yuan. < /p >
< p > < strong > optimizing the growth mode, focusing on the long term < /strong > /p >
< p > < strong > the industrial chain is complete and perfect, and the advantage of industrial cluster is obviously less than /strong > /p >
< p > in the future, the spanformation and upgrading of garment industry will focus on promoting the spanformation of industrial management mode, from extensive extension mode to intensive intension growth mode, and strive to turn the enterprise into a modern enterprise with low energy consumption, low consumption, high added value and high technology content, and encourage enterprises to take the road of endogenous growth and actively develop the domestic demand market. < /p >
< p > according to the implementation plan of Dongguan to promote the development and spanformation and upgrading of textile, clothing and footwear industry, by the year 2015, the spanformation and upgrading of the textile, clothing, footwear and hat manufacturing industry had achieved initial success, and the scale of the industry expanded further. The total industrial output value of the above scale increased by an average of 10% annually, and 2 enterprises with an output value exceeding 5 billion were formed. < /p >
< p > 30 years, the textile and garment industry chain has been continuously improved, and the agglomeration effect and radiation capability have been continuously enhanced. The regional influence has been expanding. After experiencing the process of "no card OEM brand creation", it has won 7 national brand names, accounting for 17% of the national famous brand names of the industrial level in the country, and 28 famous brand names at the provincial level, accounting for 10% of the provincial brand names. < /p >
< p > Dongguan as one of the first ten major textile industrial bases in the country, it has 3 provinces and industrial clusters upgrading demonstration zones in Dalong, Humen clothing and Houjie shoes industry, and China's < a target= "_blank" href= "//m.pmae.cn/" > brand clothing > /a > manufacturing of famous towns (CHA Shan), Chinese women's wear town (Humen), and China's famous sweater town (Dalang) and a number of textile and garment industrial bases. < /p >
< p > < strong > brand marketing lets the garment industry change to new /strong < /p >
< p > 2012, it is a severe year for Dongguan textile "a target=" _blank "href=" //m.pmae.cn/ "clothing shoes and hats" /a, and Limited by Share Ltd has achieved operating income of more than 1 billion 600 million yuan, up 46.64% over the same period last year. At the same time, the beautiful spanformation of the independent underwear brand city beauty has become a bright spot for the clothing industry to seek new breakthroughs this year. < /p >
< p > search special clothing Limited by Share Ltd is the eighth listed company in Dongguan. Unlike traditional clothing enterprises, he did not build his own production plant, but instead focused on the "smile curve" at both ends for R & D and marketing. < /p >
< p > Dongguan city beauty Industrial Co., Ltd. located in Fengde Ling village, Fenggang Town, has fully realized the significance of "Chinese creation" to modern enterprises from the beginning of its creation. From product development to sales camp, it emphasizes "brand production" and "production brand", and strengthens the brand as the core competitiveness of enterprises, and abandons the traditional way of "product production". Urban beauty has also made a series of brand new upgrading around brand building, product upgrading and terminal experience, which has provided some successful references for the development of brand marketing. < /p >
< p > compared with search city and urban beauty, YISHION < a target= "_blank" href= "//m.pmae.cn/" > dress < /a > is a typical traditional enterprise. As early as 10 years ago, YISHION made the spanformation and upgrading of enterprises in a forward-looking way by building brand and strengthening design and research and development. < /p >
< p > < strong > policy support agglomeration industrial resources < /strong > /p >
< p > whether it is in search of city, beauty or YISHION clothing, their development path and their endowments are different, but they all have one thing in common. That is, taking the enterprise brand as the way out, enhancing the sales performance of the industry and improving the product popularity, it has also realized the perfect upgrading of the enterprise development, and has become the winner of the two commanding heights of the smiling curve of design, R & D, brand and marketing. < /p >
< p > "Pearl River Delta region reform and development plan outline (2008-2012)" clearly pointed out that we should make Dongguan's clothing characteristic industry into a regional brand with international influence. < /p >
< p > the establishment of Dongguan garment industry brand is not accomplished overnight. It takes a long process. The formation of industrial brand needs the construction of multi-layer system and the process of evolution, including enterprise brand group, industrial cluster brand, and international regional industrial brand. Such as Humen Town, through the cultivation of brands, creating Humen fashion innovation center, creating a consumption environment, accumulating fashion culture and other means to achieve product upgrading, upgrading and upgrading the clothing industry; Dalang town to the wool industry marketing planning, allocate about 1000000 yuan in the domestic and even more than 80 countries and regions of the world to "Dalang", "big wool weaving" trademark registration, successfully created the "big wool weaving" regional brand. < /p >
< p > in recent years, governments at all levels in Dongguan have issued a number of supporting policies to support enterprises' independent innovation and spanformation and upgrading, and provide a favorable policy environment for the spanformation and upgrading of garment enterprises. Take YISHION as an example. In 2010 alone, the support funds YISHION successfully applied to was more than 15 million yuan. < /p >
< p > < strong > optimizing the growth mode, focusing on the long term < /strong > /p >
< p > < strong > the industrial chain is complete and perfect, and the advantage of industrial cluster is obviously less than /strong > /p >
< p > in the future, the spanformation and upgrading of garment industry will focus on promoting the spanformation of industrial management mode, from extensive extension mode to intensive intension growth mode, and strive to turn the enterprise into a modern enterprise with low energy consumption, low consumption, high added value and high technology content, and encourage enterprises to take the road of endogenous growth and actively develop the domestic demand market. < /p >
< p > according to the implementation plan of Dongguan to promote the development and spanformation and upgrading of textile, clothing and footwear industry, by the year 2015, the spanformation and upgrading of the textile, clothing, footwear and hat manufacturing industry had achieved initial success, and the scale of the industry expanded further. The total industrial output value of the above scale increased by an average of 10% annually, and 2 enterprises with an output value exceeding 5 billion were formed. < /p >
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