Fujian’s garment industry emerged from the 1980s to the 1990s, and Fujian has become China’s leading garment province. In the context of vigorously promoting supply-side structural reform, how should Fujian’s garment industry establish a new starting point and start again? In this regard, Zhang Qinghui, chairman of the China Fashion Designers Association, put forward his own views.
First of all, we must continue to build a brand blessed with cultural elements.
In recent years, many Fujian clothing companies have been thinking about how to create a brand image that impresses consumers and how to find the correct brand coordinates while correctly grasping the market structure. Zhang Qinghui said that consumers’ willingness to purchase goods at a price that exceeds the value of the product itself requires psychological affirmation of the brand and industry. Brand is one of the best means of publicity in the modern business context. Paying attention to brand building and endowing the brand with cultural attributes and symbolic meaning should become an important part of the future development planning of Fujian garment enterprises.
At present, Fujian’s clothing industry has completed the construction of the framework of the entire clothing industry in stages, including Putian shoes and clothing, Jinjiang business casual clothing and sports shoes and clothing and other industrial clusters The market size has already exceeded 100 billion, and there are a large number of influential brands. The sustainable and healthy development of brands requires the blessing of cultural elements.
Currently, there is homogeneous competition in Fujian’s garment industry to a certain extent, as well as low brand appeal and low user loyalty.
Zhang Qinghui said that a complete and unique brand culture is the main reason why consumers are willing to pay for the brand premium at a price that is several times more than the value of the product. This is also a business strategy that most Fujian and even Chinese clothing brands need to focus on learning.
Secondly, value and reuse talents and streamline the management mechanism.
In the past four decades of development of Fujian’s garment industry, regionalized brand operations have achieved surprising results. For example, Septwolves and Anta use brand matrices with different positioning, based on the sinking market, and then gradually spread the business level upward. Although the underlying logic operates in accordance with internationally accepted marketing methods, it has been adjusted and adapted to the overall environment of the Chinese market, and scientific management mechanisms have been introduced at key nodes, ultimately forming a clothing business model with great scale and development prospects. . However, Fujian’s garment industry currently has some development contradictions: family-owned enterprises constitute the majority of market entities in Fujian’s garment industry, and there are usually conflicts of ideas between the founding family and the management and technical levels.
In response to internal management conflicts, Zhang Qinghui suggested that Fujian garment companies need to show respect for talents and avoid the corporate system from causing greater constraints on talents. Corporate management should realize that only through the support of design and cultural talents can a brand get rid of the low-end impression and begin to move towards high added value; companies should fully communicate with design talents and technical personnel on the basis of fully understanding their own positioning. Achieve decentralization and full trust in relevant talents.
At the same time, the industry shuffle caused by the epidemic must be viewed dialectically. Small and medium-sized garment processing enterprises are still the main component of Fujian’s garment manufacturing industry. They are characterized by strong dependence, low added value, and low risk resistance. Under the influence of the COVID-19 epidemic, small and medium-sized garment manufacturing companies in Fujian are facing a relatively tight living space. In Zhang Qinghui’s view, the current difficulties may be a good opportunity for Fujian’s small and medium-sized garment enterprises to change lanes and overtake others. They should not blindly invest or follow the trend in expansion, but should expand steadily on the basis of ensuring and deepening core competitiveness. This can be regarded as a comparison during the epidemic period. An objective and feasible direction.
Finally, we must build confidence within the framework of an international perspective. Zhang Qinghui believes that strong inclusiveness is the charm of China’s clothing market. Just like in Fujian’s clothing industry, whether it is a big brand or a small brand, they can find their own positioning and customer base in the national clothing market. Fujian garment enterprises should objectively realize that the essence of “fashion” is an international universal language. Only from an international perspective can we better understand industry trends and discover consumer needs, and then gain development opportunities. They should actively think and constantly absorb, and The industrial structure and production model of developed countries in the apparel industry have finally been transformed into a way of expression suitable for themselves and China.
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