Integrating Upstream And Downstream Resources To Enhance Brand Added Value

Recently, the 112nd Canton Fair is being heated.

Affected by the global economic downturn, orders for export pactions declined. Although the stalls of the "bulk" orders were significantly reduced, the number of brand stalls increased considerably.

It is not difficult to see that many enterprises are actively seeking development space in the complex and changeable international economic situation by strengthening brand building and enhancing brand value added.

Meanwhile, the national consumer price index (CPI) data released by the National Bureau of statistics in September showed that the total consumer price level of the whole country increased by 1.9% compared with the same period last year, and the clothing price rose by 3.7% from the year-on-year increase.

The sales performance of clothing products is quite active, increasing by 15.2% over the same period, which has become the main force in stimulating sales.

Then, how will the garment industry become a new driving force to stimulate domestic demand in the favorable environment for the growth of clothing related consumption?

Developing clothing independent brand and achieving new impetus to China's domestic demand growth

As the largest producer of clothing in the world and the largest exporter of clothing in the world, China's garment industry has suffered a peak in 90s. However, in the past, most of the garment production enterprises were dominated by foreign brands, and the advantages of such manufacturing industries, or foundry factories, were limited to the low cost of manpower and material resources. The vast majority of profits were attributed to foreign brand owners.

The gradual disappearance of cost advantage has gradually awakened Chinese garment enterprises and enabled them to have core technology and intellectual property rights.

Get new opportunities for development.

It is the consensus and responsibility of Chinese garment enterprises to create domestic clothing brands and internationalize roads to boost domestic demand.

For the last gold market of the clothing industry,

The same is true.

According to industry sources, the growth rate of underwear industry is consistently higher than that of the whole garment industry. The market prospect is worth paying close attention to.

In terms of the development of underwear enterprises in China, the way of development is different from the traditional clothing enterprises.

Relying on core technology support to build the core competitiveness and independent brand has become the development trend of underwear industry.

Take the domestic underwear chain's first brand city beauty as an example, the development of the independent brand of the underwear industry is widely concerned by the industry.

Integrating upstream and downstream resources to enhance brand added value

For the current development of Chinese enterprises in the international economic environment, Ma Xiaohe, vice president of the Macroeconomic Research Institute of the national development and Reform Commission, said: "some people say that the industry is like a smiling curve in the international division of labor, one end is R & D, patents and brand standards, and the other is marketing and services, and the other is manufacturing.

And a large number of enterprises in China's manufacturing industry are concentrated in the middle.

In other words, the high added value of independent clothing brands can create a way to break through and win.

The added value of clothing is first reflected in the visual perception of appearance.

For example, Lin Chiling's CCTV underwear advertising has attracted public attention recently, and has led to multiple topic discussions. It has also attracted the attention of its behind the scenes makers of urban beauty.

In addition, from the perspective of intrinsic value, the core technology can become a strong support for the brand.

"In recent years, urban beauty has increased investment in design research and development, and owns an independent R & D center, which has acquired patents for various new and practical products."

City beauty introduction.

"In order to pursue the road of independent brand under the pressure of foreign capital competition, the urban beauty has created an efficient and fast IT system and a fast supply industry chain. It has invested huge sums of money from introducing the most advanced international sorting machines, electronic label sowing and other automated logistics equipment, and realized the automation of goods sorting and sorting, and scientific and timely logistics management.

In the economic environment with high cost, we should strengthen the competitiveness of internationalization.

From this, from the upstream design, brand construction, to the downstream production, logistics technology, urban beauty realized the integration of upstream and downstream resources.

Its high sense of competition, crisis awareness and the strategy of leading the market provide a direction for the brand building of China's own brand, and it is worth learning from and thinking about Chinese independent clothing brands.

Facing the current Chinese clothing

The gradual decline of the status quo, as well as the impact of intensified competition from foreign brands, although China's market demand is not reduced, but China's independent clothing brands need to rapidly upgrade their core competitiveness, seize and consolidate their market share.