The National Costume Industry Should Win The War At Home.

In December 31, 2011, sponsored by the China Clothing Association Industrial Economics Research Institute and NetEase, the dialogue 2011, the theme of "Ming Dao and excellent art", is the high-end forum of China's clothing brand internationalization. Trade Association The platform for communication and interaction between industry experts and brand enterprises is to identify the direction, find the right method and reach consensus, so as to help and guide the internationalization of China's garment industry. Participants are listening to China's clothing industry. enterprise At the same time, while trying to solve the international dilemma of China's clothing brand, we should clarify the internationalization direction of China's clothing brand, explore the international way of China's clothing brand, and finally, through the multidimensional perspective of industry leaders, industry experts and brand enterprises, "look, smell, ask and cut", rationally and constructively outline the international road map of Chinese clothing brand in the road and art, breaking and standing, thinking and doing.

According to introducing, at present, China's garment industry is carrying out a new round of industrial upgrading, that is, by optimizing the allocation of industrial resources to improve the international competitiveness of China's garment industry. The whole industry is implementing a new industrialization strategy and brand development strategy centered on "quality, innovation, rapid response and social responsibility", aiming at cultivating original brand with international competitiveness, promoting the upgrading of industries around brand promotion, and cultivating international transnational groups. Against this background, "internationalization" has clearly become the key word for the year-end summary of Chinese garment enterprises in 2011, and the weight of future global planning and participation in trade.

Chen Dapeng said: at present, China's clothing industry is in a critical period of striding forward from a large garment country to a powerful garment country. China's apparel industry is taking the brand transformation as the main body, taking value as the core, aiming at the growth of industrial quality and efficiency, guided by the market, and supported by technology, culture and talents, taking the opportunity of low carbon and energy saving and social responsibility as the driving force to transform and upgrade the development with innovation as the driving force. In this process, "internationalization" is undoubtedly the source of the vitality of China's garment industry.

In response, Cao Tingrui, the consumer goods division of the Ministry of industry and information technology, pointed out that the 17th National Congress of the Communist Party of China clearly proposed to "speed up the cultivation of China's multinational enterprises and internationally famous brands". It can be seen that speeding up the construction of independent brand has become an important strategic task of revitalizing the national industry including the garment industry in the new era. To achieve internationalization and ultimately form its core strengths, China's clothing brands must strive to adhere to the 3 aspects of "bringing in", "flexible innovation" and "local priority", taking the local market as the center and taking the international market as the radius, and actively and steadily choose the path of internationalization that suits their own characteristics.

From the perspective of the market, after analyzing the trend of the internationalization of the local market, Fan Jun, Secretary General of the Chinese general merchandise business association, believes that relying on the broad market and win-win channel to achieve the rise of the mainland, and gradually develop its core competitiveness with the international brands and wolves, is not only the international survival route of China's clothing brand, but also an important direction for the business sector to give support to its own brands for many years. In the face of the current situation of foreign clothing brands' massive beachhead in China and the formation of the competitive situation of foreign trade integration, the strategic alliance between Chinese department stores and Chinese clothing brands has become a strategic mission to jointly enhance the national apparel industry.

How the brand chooses to adapt itself to the international survival mode of its own development? The participating entrepreneurs have conducted in-depth exchanges and discussions and reached a consensus: today, in the localization of the international market and the internationalization of the local market, it is inevitable to integrate into internationalization. Without the international perspective, there will be no room for survival in the commercial operation; local wisdom will have vitality and function in the process of internationalization. The combination of international vision and local wisdom is becoming a mainstream business operation mode.

However, in the process of internationalization, Chinese garment enterprises have their own weaknesses. Luo Jie fan, vice president of Beijing Parker Blue Limited, believes that the first is homogenization. International brands have their own fixed, very unique and distinctive style. Chinese enterprises have lost the uniqueness of the brand and lost their differences. The second is the extensive management of enterprises. Foreign enterprises have experienced one hundred or two hundred years of precipitation, experienced numerous times of the Great Depression repeated shuffle, the surviving enterprises have a long history, profound background, and experience is very rich, management is in place. But extensive management of Chinese enterprises is easy to be eliminated. As an international enterprise, we must compete with international enterprises. Management must not be extensive. We must be more precise and scientific. Yang Herong, chairman of Zhejiang zhe Holdings Group, said that the internationalization of Chinese enterprises is an obstacle. There are obstacles in history and culture, as well as obstacles in art and design.

As an open proposition, the thinking and exploration of Chinese clothing enterprises for "internationalization" has never stopped. Chen Guoqiang, deputy director of the Institute of industrial economics of the China clothing association, pointed out that because of the great changes in the global market access rules in the past ten years, trade barriers have been reduced to some extent within the framework of WTO, and commodities have been accelerating in the world. The internationalization period of brands has been greatly shortened and their forms are more diversified. For the Chinese clothing brand, the local market itself is part of the international market. If the local brand wants to accomplish the great cause of internationalization, it must win the war at home.