China'S Clothing Brand Returns From The Mainland Market Under The Financial Crisis
Sudden changes in the global economy, private enterprises, especially China clothing Enterprises face unprecedented challenges, but there are crises and opportunities in changing situations.
about clothing For export enterprises, we should not go on the OEM road. We should adjust the development strategy and take the branding route. Clothing brand "reflux" is also a way for private enterprises to explore in the face of adversity.
In the world financial crisis Under the plight of export disruption, many export oriented Chinese textile and garment enterprises have "returned" to the domestic market to find a way out, and the strategic thinking of accelerating the pformation and upgrading of China's textile and garment industry has begun to become clearer.
Statistics show that in the first 10 months of 2008, China's textile and clothing exports increased by only about 5.9% over the same period last year, down 13.84% from the same period in 2007, the lowest in nearly six years.
Faced with difficulties, China's first batch of high-end clothing brand BASICEDITIONS entering the international market began to change its strategic direction in a timely manner, and opened up the market in China to build its first brand exhibition center in Beijing.
Li Jianguo, President of BASICEDITIONS company, said in an interview with reporters, facing the world. financial crisis The company has been changing for many years. international market The experience and brand management concept have returned to China to open up the market. On the one hand, it is considering that the government is actively expanding domestic demand and promoting consumption, which is an opportunity for enterprises. On the other hand, it is also for the global market. financial crisis Under the circumstances, we have explored a way for Chinese enterprises to survive and develop.
According to Li Jianguo, 10 years ago, BASICEDITIONS experienced the Asian financial crisis. "At that time, the blow to us was really heavy. However, in that crisis, we also understood the importance of brand building. Therefore, under today's crisis, we are not as ignorant as we used to be, because we have our own brands and have the ability to resist earthquakes.
Li Jianguo said that although these years have been developing abroad, BASIC has been paying close attention to the situation of the domestic garment industry and looking for opportunities to enter the Chinese market. In his view, with the development of these years, China has become a big market. While many high-end clothing in China has entered China, BASIC has been in the fashion capital of Europe, ignoring the Chinese market.
In recent years, the domestic apparel industry has gone through many twists and turns, especially in the face of the economic crisis in Europe and the United States. The apparel industry is facing a bigger predicament. The lack of its own brand is even worse. To this end, the government is vigorously supporting the construction of clothing brands, and encouraging leading enterprises to accelerate their development.
As a national clothing brand, BASIC has such obligation and ability to return to China, and introduce its experience and brand management concept to the international market. On the other hand, with the deepening of our country's economic capability and the formation of China's high-end consumer groups, the fashion industry is also developing, and the demand of Chinese consumers for clothing is increasing. This also provides us with an opportunity. Li Jianguo said.
In Li Jianguo's view, both external and internal factors have come to the time of vigorously developing the domestic market. He said that the target consumer group of the company is an advanced consumer class in China. Therefore, the company will operate the domestic market in accordance with the prevailing practice of high-end clothing brands.
The first is to set up a brand exhibition center. Next, we will set up flagship stores in domestic high-end consumer places such as Wangfujing and Xinguang Tiandi. "Although many brands are not familiar with domestic consumers, we believe that BASIC has enough strength to compete with other international brands in China."
It is understood that BASIC currently has a place in France, Italy, Germany, Russia and other more than 20 countries, and has registered trademarks in 77 countries, including Britain.
As an independent high-end clothing brand that has experienced the baptism of European market, Li Jianguo believes that Chinese clothing enterprises should pay attention to whether they are abroad or returning home. On the one hand, we should register trademarks in time and protect our brands.
On the other hand, we must train independent designers to form their own brand style. In addition, we should take part in the top fashion fairs, integrate with the mainstream of the world, let all people know themselves, and at the same time, we will continue to improve in these fairs.
"Global Economic situation Abrupt change, private enterprises, especially Chinese garment enterprises, face unprecedented challenges. However, there are crises and opportunities in changing situations. The key is whether we can see clearly the situation, seize the opportunity and adjust the development strategy in time. Sun Xiaohua, vice chairman of the all China Federation of Commerce and industry, is very supportive of BASIC's return to China.
He said that for garment export enterprises, we should not go on the OEM Road, we should adjust the development strategy and take the branding route. BASICEDITIONS's "reflux" is not only in line with the government's measures to expand domestic demand, but also the way for private enterprises to explore in the face of adversity.
Zhang Yankai, vice president of China Textile Association, also pointed out that more and more enterprises like BASIC return to the Chinese market, which will bring confidence to the whole industry and bring technology and brand impetus to the sustainable development of China's textile and garment industry.
Editor: vivi
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