China clothing brand strategy.docVIP

 PAGE \* MERGEFORMAT 9 China clothing brand strategy [Abstract] the development of China’s garment industry production is still mainly based on quantitative growth, new products, apparel production are mostly conventional, low-cost competition within the industry-based, technological innovation, the competition is obviously insufficient, the domestic high-end fashion design, the version and fabrics need to rely to a great extent or imitation of foreign technologies; in the fabric, processing, our garment industry with the international advanced level is very small, but the gap between international brand of apparel products to value-added and developed countries are different. So how to implement the brand and enhance the international competitiveness of the apparel industry to become China’s garment industry priority. [Keywords:] clothing brand strategy First, the status of garment enterprises in China 1. Strong, but overall low level of productivity. Of the total production of clothing textiles in the world living in absolute advantage, but the overall level of garment enterprises is not high. Mainly in the product mix, affordable products than the major share of high value-added products small proportion of total. 2. Brands lack. Name is really not “symmetric” in the apparel textile fully demonstrated that China is a “big country”, but also a “brand small country,” the conflict. The lack of well-known brand is a major weakness. The domestic market brands the degree of concentration is not enough, more the lack of world-renowned brands. 3. Corporate concentration is low, areas with a high concentration. China’s garment industry is the outstanding feature of the distribution of industrial clustering. According to China National Garment Association, the investigation of various regions, the existing 39 national garment industry gathering place, mainly in the Pearl River Delta the Yangtze River Delta, the Bohai Rim region and th