China'S Garment Industry: From Manufacturing To Fashion Industry

As we all know, China is

In the past 30 years of reform and opening up, China has been developing on three low cost: labor, environment and RMB's low cost. These three factors have prompted China to become a "world factory", and its economic strength has been rapidly improved.

Looking at the development of Japan, Germany, Korea and other countries, we can find that China's economic status and brand status are not commensurate. The biggest problem of pformation in the next 30 years must be brand.

A rising power must have its own clothing brand.

There is always a tie in every man's cupboard, and every woman always wears less clothes during the season.

The clothing industry will always have a market.

The essence of the clothing industry is fashion. No matter when the enterprise starts, what scale it is now, it must focus on the fashion industry.

From the manufacturing industry to the fashion industry pformation, garment enterprises can start from the following aspects.

Brand is younger.

Brand must always maintain communication with young consumers.

50% the age of the consumer Lining brand 35~40 years old, carried out a "campaign" last year, replaced the brand LOGO, changed the advertising language to "MakeTheChange" (let the change take place) with the appearance of the image of Lining after 90, the new generation that pays attention to the fashion, confronts with the international brands such as Nike and Adidas.

This change is an important step in Lining's comprehensive internationalization strategy in 2014~2018.

And art.

Not only is the enterprise, but also the entrepreneur must change his role from "factory owner" to "artist".

Most of the founders of famous foreign clothing brands are the original designers of the brand. They design their own costumes to express their own ideas and ideas. From this level, they are actually artists.

Create fashion topics.

Fashion has always been closely related to stars.

Hongkong people Xing Liyuan (Huo Yuan) is a clothing manufacturer, acting Esprit brand, since he married Brigitte Lin, the wind and water rise, the sales all over the world, advertising expenses have saved a lot.

Because there is no need for spokesmen anymore. Brigitte Lin is the spokesman.

She appeared many times in public wearing Esprit brand clothes, and made a free reality show for Esprit.

Western learning is the body and middle school is for use.

30 years ago, Pierre Cardin walked through the streets of Beijing wearing woolen coats. The Chinese regarded it as a weird costume and were criticized by the fashion industry as Outtime. Now China's fashion has gone to the Intime stage.

Many bosses have misunderstandings about fashion and have a special liking for Chinese elements. When it comes to building Chinese brands, they want to make Tang costumes.

Chinese elements are naturally loved, but suits are still the mainstream of the world.

Marketing is king.

This is an era of speed determining success or failure. It is an era of information explosion. Traditional marketing methods can no longer solve sales problems as quickly and effectively as before. New media has become a new marketing star.

Micro-blog, SNS, group buying, e-commerce...

Internet marketing will become the focus of the future.

Learn to tell stories.

Cartier said he was "the jeweller's emperor, the emperor's jeweler". Tiffany asked Audrey Hepburn to take a breakfast of Tiffany, and LV's advertisements were all about travel.

Beijing Pangu Grand View (originally called Morgan Center), located near the bird nest and water cube, was almost demolished because of its lack of features. In order to preserve the buildings, the building was redesigned, and a soaring dragon stood proudly and attracted much attention during the Olympic Games, precisely because it implied the legend of the Chinese dragon.

Later, a low-cost marketing campaign was carried out with the help of the story. On the Internet, an article was published: where will Gates spend the night in Beijing Olympic Games?

"Great attention has been paid to it, and Bill Gate's neighbor's expectations have made the house run away, and the power of story marketing can be seen.

China is on the way to fashion.

It was also the Spring Festival. Ten years ago, the bustling workers in front of the railway station returned home with knitted bags. After ten years, the workers wore new clothes and towed their suitcases home.

The difference between the appearance of rural people and townspeople is becoming smaller and smaller, and everyone is becoming more and more fashionable.

If China wants to build its own clothing brand, it must change to the fashion industry.

When "made in China" was gradually replaced by "Chinese creation", China's economic status and brand status were on the same level, and the whole world was concerned about the trend of China's clothing development. At that time, China was called a truly rising power.