Wang Jufu believes that simply relying on processing for international brands to obtain "manufacturing profits at the lowest end of the industrial chain" requires "transformation."

Wang Jufu, who has served as the main leader of the Township Enterprise Bureau and the Economic and Trade Bureau, is now the "Secretary-General of the Jintan Garment Industry Chamber of Commerce". This will also be his last but busiest "official position" before retirement. .

He happily revealed to reporters: This year will be the "brand creation year" for Jintan Clothing. Companies such as Chenfeng, Qingqing, Gaogao and Chengye will make big moves in brand creation. As "China's clothing transnational procurement industrial base", Jintan will "attack as a whole" with multiple high-quality brands.

Big name: Make a collar money

There are 554 textile and garment enterprises in Jintan City, with more than 60,000 employees, annual output reaching 314 million pieces (sets), and sales revenue exceeding Ten billion mark. The total output value, sales, profits, profits and taxes all account for a quarter of the city's total industrial economy.

Wang Jufu said with a smile: "Based on the global population of more than 6 billion, one out of every 20 people on earth wears clothing made in Jintan." It is no exaggeration to say that currently in Jintan , no other industry has such a high degree of concentration, such a large production capacity, and such obvious export-oriented characteristics.

Now is also the "explosion period" of Jintan's clothing processing capabilities: formal wear, fashion, children's wear, casual wear, underwear, down jackets... covering almost all clothing categories in various fabrics.

Nearly 200 of the top 300 "machine-sewn" clothing brands in the world have cooperated with Jintan Clothing, including "GAP", "Saint Nolan", and "NAUTICA" , "Valentino", "POLO" and other internationally renowned brands.

I once heard a joke from Jiang Hengjie, executive vice president of the China National Garment Association: "International brands that have not cooperated with Jintan must not be big names."

But Mr. Jiang Another fact that is not stated is that for clothing produced by Jintan and sold for 50 euros in Europe, the manufacturer may only get one or two euros. People in the garment processing industry calculate this account more vividly: "Processing a piece of foreign trade clothing, the final profit is just a collar."

The gap between production profits and brand profits is huge. It's sad.

Enterprises: Hitting the Road in Difficulty

The production capacity is comparable to the world's first-class clothing companies, the momentum of industrial agglomeration is getting stronger, and the export volume is rising year by year... everything looks beautiful. On the one hand, it is the continuous expansion of clothing production and processing capabilities, and on the other hand, it is the dilemma of not being willing to "make wedding clothes for others". Now, "finding one's own survival coordinates in brand building" has become the common sense of Jintan's clothing industry.

Yang Zhaoqun believes that brand building, first of all, is brand culture building, "must focus on the inheritance and sorting out of Chinese traditional culture and modern civilization."

Yang Zhaoqun, who is good at paper-cutting and art design, designed a "sheep head, fish tail, and flying wings LOGO" for his "Feiyangyu" brand when he first opened the factory. It has special meaning for Yang Zhaoqun. The sheep symbolizes good luck, the fish represents abundance every year, and the wings symbolize flying high. After careful polishing, "Feiyangyu" has gradually become the new favorite in the domestic casual men's wear market with its simple style and fashionable style. "Feiyangyu" also won the first "China Famous Trademark" for Jintan's clothing industry.

Another example of benefiting from local culture is the small-scale "Qin Xiang Han Mansion" silk clothing. They cleverly borrowed Maoshan's reputation as "the residence of gods in the Qin and Han Dynasties and the home of the prime ministers in the Liang and Tang Dynasties". When carefully packaging their products, they vigorously promoted the characteristics of Jiangnan silk civilization and highlighted the nobility and tenderness of silk clothing, which was highly sought after by the market. Now, it has been identified as a clothing "national gift" by relevant national departments.

At first, "Bosman" was a simple processing company: when its meager profits had just accumulated, it used its mature production technology capabilities developed in rigorous cooperation with foreign businessmen to Start the journey of creating a brand.

Gao Shengping said with emotion: "Only through multi-level integration of publicity and capital operation, designers and operators, creative design concepts and stable market consumer groups, can we truly join the ranks of famous brands." Now, "Bosman" down jackets have won the gold medal of the "Feather Shang Cup", the highest award for down jackets in the country, and have established a marketing agency network in more than 20 provinces and cities across the country.

A large number of Jintan brands such as "Viniwesi", "Libri" and "Heqing" will be newly launched. A marketing manager of "Viniwesi" believes that in addition to the "comparative profit" factor, in the Chinese and foreign clothing trade, the foreign restrictions on our country are mainly reflected in the quantity rather than the amount. We must achieve the profit of a single product in the trade volume. To improve, we must vigorously develop independent brands.

It is worth noting that the "Librui" brand was created in recent years by "Morning Wind Group", which has been the leader in Jintan clothing production for many years. In a sense, it symbolizes the "brand awareness" of Jintan clothing industry. "The collective awakening.

Government: strong support

The government has become the most powerful "promoter" for Jintan Clothing to embark on the "road of brand creation".

The leaders of Jintan Municipal Party Committee and Municipal Government realized that the opportunities for Jintan garment industry to obtain high growth from unequal resource allocation are quite limited, and enterprises must focus on innovation to obtain sustained growth in production efficiency. Cost-oriented price competition must be transformed into an emphasis on R&D, design, and labor quality.

Only in this way can we truly build a "famous city for China's garment industry" worthy of the name.

In the "Jintan City Garment Industry Development Plan", "brand building" is listed as an important goal of industrial improvement. The government has even issued such a "hanging bonus": those who obtain Chinese famous brand products and well-known trademarks will be rewarded with 500,000 yuan; those who obtain provincial famous brand products and famous trademarks will be rewarded with 200,000 yuan; those who obtain municipal famous brand products , a reward of 10,000 yuan.

Mr. Fan, the CEO of Chengye Apparel, told reporters: "The thing I think about most now is how to get more 'brand creation awards' from the mayor."

At the same time, in view of the past weaknesses such as large production capacity but weak design and development, large number of enterprises but few collective linkages, strong processing advantages but slow increase in added value, under the guidance of the government, Jintan Garment Industry organized a trade association of commerce to guide enterprises Change the cost-oriented type into a value-creating type, change the low-price competition type into an innovative competition type, and change the solo type into a collaborative network type. Through consultation procedures, collaborative exhibitions, special seminars and other channels, Jintan clothing brand overall competition will be formed. force.

Of course, Jintan Clothing’s transition from the “industrial product era” to the “fashion brand era” did not happen overnight.

Wang Zhuping, who has been dealing with foreign clothing trade for many years, appears calmer. He believes that as a mature clothing industry cluster, Jintan is in the process of brand building: industrial goals and corporate positioning must be accurate, corporate systems and capital structures must be reasonable, professional levels and technological innovation capabilities must continue to be enhanced, and independent brands must be closely related to the international economy. It must be closely integrated, and the social functions and responsibility system must be clear.

Those with vision travel far. Visionaries are always on the road.