What are the highlights of China’s growing apparel this year?

In 2013, due to the influence of industry development and market environment, the growth rate of China's textile and clothing industry slowed down from 2012 to 2013. Intensified international competition, weak domestic demand, rising raw material prices, and difficult problems have accelerated the pressure on companies to innovate and transform themselves.

In this environment, the small and medium-sized start-up brand enterprises face both challenges and opportunities. In order to accelerate the rapid growth of China's small and medium micro-clothing enterprises, the China Textile Spinning Circulation Branch has first cultivated a group of apparel companies with development strength to grow up. It initiated the review of China's clothing growth brands five years ago.

After last year's predicament, this year's growth of China's clothing brand has brought exemplary power to small, medium and micro enterprises. Interpretation: During the development of the growth-oriented brand CHIC China International Clothing & Accessories Expo, the "Cohesion Brand Dream Creates a Model Power - 2014 China Fashionable Brand Launch Conference" co-sponsored by the China Textile Industry Association Circulation Branch and the China Garment Association During the same period the same place Chua debut. Wang Tiankai, president of the China National Textile and Apparel Council, and Xia Lingmin, president of the circulation branch, attended the press conference.

It is understood that the evaluation of China's clothing growth brand was first launched in 2010 to focus on and enhance the growth and growth environment of China's independent apparel brand, accelerate the rapid growth of small and medium micro-apparel enterprises, and foster and cultivate the ecology of Chinese clothing brands. In the growth force. The relevant staff of the organizing committee stated that this year is the fifth year of the evaluation of China's apparel growing brands. This work was started in October 2013. As of March 11, 2014, a total of apparel professionals from all over the country were received. 121 review materials recommended by the market and local trade associations; 79 apparel companies declared “Chinese apparel growing brands”; 42 apparel channel operators reported “China apparel brand excellent channel providers”.

After careful review and industry publicity and other procedures, eventually 59 brand enterprises such as Handu clothing, drunk, Joeb, and Paul Petani were selected as “Chinese clothing growing brands”; Guangzhou Ruirui Trading Co., Ltd., Beijing Gaozeisi 25 channel operators, such as Brand Operation Co., Ltd. and Guangzhou Dongzhe Trade Development Co., Ltd., were selected as "China's excellent apparel brand distributors."

What are the characteristics of these winning brands and operators?

The circulation branch pointed out in the “2014 China Apparel Growing Brand Appraisal Report” that the 59 “Chinese Apparel Growing Brands” that were appraised in 2013 had an average sales of 54.76 million yuan, and the growth rates were all 10 in 2012-2013. %the above. From the analysis of related data, it can be seen that these small and medium-sized clothing brand enterprises in the growth period have maintained a good foundation for development and have strong growth potential.

The growth potential of the company is not only reflected in sales, but also in the information management and brand communication, and more than 75% of the short-listed companies have set up an enterprise ERP information management system.

The brand is the commanding point of market competition. As China's economic growth rate shifts from high-speed growth to steady growth, China's apparel industry has gradually transformed from quantitative expansion to brand building. Brand strategy is also being promoted to the national strategic level. It can be said that brand value The promotion has become an important goal and symbol of brand building transformation and upgrading. This release is not so much a commendation as it is a demonstration of a large number of small, medium, and micro enterprises in the industry. It is believed that this conference will bring more thoughts to companies.

Future: Drive more business development

Zhang Li, Vice President of China National Textile and Apparel Council pointed out at the meeting that small and medium micro-apparel enterprises, especially those with growing strength, are the basis for the development of branding in the apparel industry in China. The degree of branding, nurturing a number of clothing companies with development strength to grow up before they can more effectively promote the branding process of China's small and medium micro-clothing enterprises.

2014 was China’s reform year and an important turning point in the deepening of reforms in the industry. According to industry analysts, the future advantage of the apparel industry will fall on sustainable technology, brand and talent development. For brand enterprises, they should adapt to the new industry structure through constant innovation and innovation in business models. China's "Twelfth Five-Year Plan" outline clearly stated that it is necessary to "strengthen enterprise product development capabilities and brand building capabilities and promote China's manufacturing industry to become stronger and stronger."

There are also more positive news on policy this year. It is understood that the Ministry of Industry and Information Technology has recently issued a "Notice on Launching Pilot Demonstration Work for Brand Building in Industrial Clusters." The "Notice" clearly stated that provincial units need to strengthen their professional guidance on pilot projects for regional brand building; actively play the role of branding experts and professional organizations, and provide professional support in brand cultivation, quality management, and intellectual property management. And services; strengthen policy and project support, actively seek local government finances, taxation and other policy support; strengthen cooperation with finance, development and reform, commerce, industry and commerce, quality inspection and other departments, and jointly promote regional brand building of industrial clusters.

For this "notice", Xia Lingmin, vice chairman of the China Textile Industry Federation and president of the circulation branch, made it clear that in the future, it will intensify its efforts in brand cultivation and hard work. He said: "The association has been committed to the growth and development of China's clothing growth brands. After four years of support, many growth-oriented apparel brands have emerged. The turnover has exceeded 10 million yuan in the past and exceeded 100 million yuan. Some companies have already entered the ranks of well-known brands.” In the past, China's apparel growing brands have been the main targets for the traditional independent apparel brands that have grown up in the professional market. With the changes of the times and the innovative development of business models, e-commerce brands and independent designer brands, which are increasingly subject to social and market concerns, also require support from the industry and the market.

As we all know, in the future market, e-commerce will surely become one of the mainstream channels for apparel marketing. However, according to research, it is known that most professional markets have traditional brand enterprises that are not very involved in e-commerce, or are involved in e-commerce. The income is low, and some brands have even less than one-fifth of the size of traditional marketing channels. As a result, China's clothing-growing brands starting this year have also attracted designers and e-commerce brands to participate, hoping to absorb and support the growth of more domestic independent apparel brands. For example, in this year's brand enterprise, "Handu clothing house" belongs to an e-commerce brand with strong growth strength and good development momentum.

Xia Lingmin said: "In the future, the association will establish a representative group of growth-oriented brand companies and use exemplary power to drive more companies to develop actively."

It is understood that in addition to establishing a group of representative growth-oriented brand enterprises, the China Textile Spinning Circulation Branch will also join hands with the branding incubation bases and follow the service model of the “China Clothing Brand Incubation Base Service Convention” for the growth of Chinese clothing. The brand provides more in-depth branding services.

The China Textile Federation circulation branch will also combine the circulation branch's 2014 plan to build service targets for the “five platforms and three projects” and strengthen efforts in brand cultivation, e-commerce services, professional talent training, etc., and effectively enhance growth. The strength of the brand, and accelerating the growth of China's small and medium-sized self-owned brands have made industry efforts.

The growing power and growth environment of the main brand, accelerating the rapid growth of small and medium micro-apparel enterprises, and jointly nurturing and fostering the growth force in the Chinese clothing brand ecology. The relevant staff of the organizing committee stated that this year is the fifth year of the evaluation of China's apparel growing brands. This work was started in October 2013. As of March 11, 2014, a total of apparel professionals from all over the country were received. 121 review materials recommended by the market and local trade associations; 79 apparel companies declared “Chinese apparel growing brands”; 42 apparel channel operators reported “China apparel brand excellent channel providers”.

After careful review and industry publicity and other procedures, eventually 59 brand enterprises such as Handu clothing, drunk, Joeb, and Paul Petani were selected as “Chinese clothing growing brands”; Guangzhou Ruirui Trading Co., Ltd., Beijing Gaozeisi 25 channel operators, such as Brand Operation Co., Ltd. and Guangzhou Dongzhe Trade Development Co., Ltd., were selected as "China's excellent apparel brand distributors."