How far away from "luxury goods" China apparel fabrics are?
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The end of December last year, Goldman Sachs released data show that in 2010 China's luxury goods consumption up to 6.5 billion US dollars, the first consecutive global growth for three years. According to Goldman Sachs estimates, China will rise from the current 40 million to 160 million people over the next five years for spending on luxury goods. "China will replace Japan and become the largest consumer of luxury goods" - has become the conclusion given by professional researchers. Whether it is fashion or jewelry, the so-called luxury must have a strong brand influence. Brand system is the quality, innovation, rapid response, social responsibility of the four in one, it runs through the creative, production, marketing, consumer process. The brand building stage into the Chinese fabric enterprises are brewing brand upgrade strategy. Luxury is relative, a good brand is absolute In an interview, Sun Ruizhe, vice president of China's textile industry, told reporters that do not over-respected high-end international luxury brand positioning and high-end mode, the current Chinese textile enterprises need is Get down to every detail from the market, starting from each step, step by step. As we all know, the textile industry in China has not completely removed the hat of the "world factory" so far. Moreover, environmental pressures, labor pressures, and exchange rate pressures have led to the rising costs of "Made in China" In the process of low-cost advantage disappearing, although many far-sighted Chinese textile enterprises have started brand building, their brand advantages have not been fully established because of the short time. When the Chinese brand completely lost the price advantage, if it has not accumulated the brand advantage, the Chinese brand can only face elimination. This time, the domestic textile fabric enterprises need is not the so-called luxury goods, but the need to have a comprehensive strength and voice of a strong brand. An industry's brand effect is reflected through a specific brand. Although specific enterprises to create their own brand has a different path, but the brand commonality but throughout the various brands of personality. Even small and medium enterprises, as long as a down-to-earth brand, there is a chance to succeed. When Panasonic first entered the United States, it was just a small company. Huawei is not the largest company in China when it develops its global business. The key depends on their own brand layout, and continuous brand upgrades. First, the brand upgrade is the upgrading of production capacity, followed by the upgrading of market capabilities, and finally the upgrading of innovative capabilities. Innovative enterprises always walk in front of Others, establish brand personality, and naturally establish an independent brand culture and brand concept, accumulate brand advantage, until it becomes an international brand. Many possibilities of brand upgrade "Now it is time to build and upgrade the brand." As Chai Fangjun, general manager of Shanghai Dingtian Textile Co., Ltd. said, in recent years, more and more Chinese textile and clothing enterprises are aware of Brand is the core competitiveness of enterprises, enterprise sustainable development and the realization of brand value is one of the important source of strength, therefore, brand building and brand upgrading has become the focus of many enterprises now. The first is to locate the high end. This has become a lot of fabric with a strong ability to innovate and research and development of choice. For example, Jiangyin Foster adhere to the high-end line, high-density products mainly to high-density, and constantly innovation, re-service, re-design and product functionality, high-end business fabrics pay attention to the classic fashion, exquisite beauty, comfort, Eco-health and planning for future product development will place greater emphasis on science and technology, with particular emphasis on comfort and health. The Shanghai Dingtian has been in the high-end fabrics custom this goal, "a few people own, most people dream" is Dingtian's business ideas, allowing customers to enjoy the aftertaste of service, but also unresolved feelings. In operation, Dingtian docking with the French high-end strategic partners, hired senior brand designers, allowing customers to enjoy authentic brand services and the most popular fashion products, but also to provide customers with test reports to ensure popular authority. "Dingtian not sell jacquard, sell noble," Dingtian's service reflects the value in culture, and guide the fashion. In addition, to highlight the overall strength of enterprises and enhance brand awareness and influence, there are some leading textile companies targeting foreign brands. For example, Shandong Ruyi Technology Group Co., Ltd. succeeded in recruiting RENOWN, the largest Japanese clothing supplier last year, into its arms holding 41.53% of the shares and wishfully become the largest shareholder of the company. Through this "M & A", wishful Group can get RENOWN company operating "D'URBAN" and other famous brands. However, the acquisition is not suitable for all the way to upgrade China's textile brand, creating and innovation is the soul of the brand. To become a truly international brand, or to their own brand concept has been recognized and advocated by the world's consumers. At present, the domestic textile fabric manufacturers to upgrade the brand, on the one hand can be like Haier, Huawei to dominate the international market as a dominant brand. This strategy is to first develop the brand in China, and then extend to the international market. On the other hand, we can consider making use of China's cultural advantages to develop brand advantages. For example, silk and hemp are world-renowned products. Radiation from these products to other brands is also an effective way to upgrade their brands.