What Should We Do To Save The Pain Of Chinese Clothing OEM?

Consumers can not distinguish the OEM garments.

Miss Pei, a consumer in Beijing, said she bought a Croatia Barry sweater at a booth in Beijing's Gan Jia Kou mall. When she came to the next booth, she was surprised to find that the sweater just the same was only selling 140 yuan.

The owner of the clothes told her: "the sweaters sold in these two stalls are produced by the same clothing company, but the trademark they are attaching is different."

In the twinkling of an eye, it cost 45 yuan. Miss Pei had a feeling of being cheated.

A woman working in a state organ said: "if I buy ordinary clothes, I will not care about brand clothing or OEM clothes. The main consideration is style, color and price. If you buy designer clothes, you will be very concerned about whether they are original products."

Another young lady working in a foreign company said, "most consumers can not distinguish brands from OEM products when choosing clothes. Businesses should fully respect consumers' right to know."

Through market investigation, we know that at present, OEM garments are the majority in Beijing's clothing market, while brand clothing is only a minority.

In Beijing's high-end shopping malls, some clothing brands which are internationally famous brands such as Italy, France, the United States and other countries are the OEM products produced in China. The same products produced by the same clothing company in the same country are different because of the different brands.

OEM prices continue to fall

According to the experts, the US export to a Boeing aircraft in China, China has to export millions of garments, so as to maintain the balance of trade between the two countries.

This statement reflects the overall lack of technological content of China's export commodities, but also reflects the lack of brand value added and the low unit value of Chinese export clothing.

China's OEM garment processing originated from coastal areas, which is a labor-intensive industry. It has solved the employment problem of about 4000000 of the population.

But in China's textile and clothing industry chain, foreign enterprises control the upstream manufacturing development and the downstream clothing design, forming a strong brand effect in the market.

Without the support of international brands, the order price of Chinese clothing enterprises has shrunk by more than 7.

In recent years, the competition of garment processing enterprises is becoming more and more intense, and the processing cost of OEM is getting lower and lower.

Experts believe that OEM enterprises are engaged in OEM processing for a long time, inevitably resulting in dependence and laziness.

More importantly, OEM is only producing clothes according to the requirements of branding, and can not truly understand consumer needs and market changes, and can not achieve brand autonomy.

At present, more and more garment enterprises engaged in OEM production in China are aware of the importance and urgency of developing their own brands. Efforts are being made to change the business models that provide OEM products.

Grading management of processing enterprises

Sun Zhaoquan, an associate professor of the school of fashion art design and engineering, Beijing Institute Of Fashion Technology, said that the entry threshold of Chinese clothing enterprises is very low. A large number of fashion design companies have adopted the mode of commission processing, that is, using their own design patterns and trademarks to be produced by garment enterprises.

In Beijing, there are nearly 10000 fashion design companies.

Many famous foreign brands also adopt the mode of commission, but most of the selected processing enterprises have strong technical and equipment strength, and require all the technical indicators of the processing enterprises to meet the requirements, so the quality of their products can be effectively controlled.

However, the clothing industry in China is still very irregular. The level of technology and equipment of garment enterprises is uneven, and the quality of many OEM garments is not guaranteed.

As a commissioned processing enterprise, due to the technology, equipment and management of OEM enterprises, the quality of OEM products is not good enough, or the management of OEM enterprises is not good enough, thus affecting the brand image of entrusted enterprises.

"The relevant functional departments should strengthen the management of OEM garment manufacturers, and effectively control the quality of OEM garments through a scientific and sound management system."

Sun Zhaoquan believes that the relevant government departments should be divided into different grades according to the technology and equipment level of OEM enterprises, and only allow enterprises to produce products that are compatible with their own technology and equipment level.

Calling for independent brands

Jiang Hengjie, executive vice president of China Apparel Association, pointed out: at present, China's clothing industry has entered the era of vigorously developing its own brand and increasing the added value of its products. Taking the road of brand and promoting the strategy of famous brand in China, this is the only way for the upgrading and sustainable development of China's garment industry.

At present, there are two kinds of garments that are more competitive in the market. One is the brand that is original and has a certain reputation and reputation in China. The other is the overseas brand that is joint venture with domestic enterprises.

The so-called originality is innovation in the design concept, style, fabric, accessories, garments, business models, business philosophy and so on.

Besides the innovation of clothing itself, the original brand still needs the cultural connotation of clothing.

Cultural content is the higher level of brand connotation and the soul of brand.

Only by respecting intellectual property rights and building original brands can Chinese garment enterprises gain a firm foothold in the world and occupy more markets.

Wang Qing, chairman of the China Fashion Designers Association, stressed: "if we indulge in the benefits of OEM production, we will neglect many design and R & D links, neglect the construction of the market network, ignore the prediction of market trends and fashion trends, ignore the sense of service, and at the same time reduce the insight of life.

Once these capabilities are lost, our brand will not be counted at all. "

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