First, Quality, Then Brand.

Brand name, brand In the first place, there is a card. This is the simple logic summed up by numerous enterprises in the market struggle.

For China's clothing industry, it also follows such a logical relationship. In the process of Chinese clothing moving from "big clothing country" to "strong garment country", although there is still a certain distance between brand development and the world level, but in the process of brand development, there is still a certain distance between Chinese clothing and the world standard. quality It has laid a solid foundation.

Although Chinese clothing still has no top brand in the world, China's national brand has reached the world brand level in terms of product quality. Our equipment is the best in the world. Our technology is the best in the world. Our technology is in sync with France and Italy.

In fact, as early as a few years ago, Du Yuzhou, President of the China clothing association, proposed to increase the contribution rate of the brand, and quality became one of its core components. He emphasized on many occasions that "quality is the life of an enterprise and brand, and also the cornerstone of brand value."

In this regard, China clothing Wang Zhuo, Secretary General of the association, said: "the clothing industry advocates the establishment of four in one brand: quality, innovation, rapid response and social responsibility, in which quality is the cornerstone of brand development. If there is no quality, no brand, there is no foundation for brand development, there is no reason for the brand to allow consumers to recognize.

As the theme of the market, enterprises have a personal experience. Xu Xiaodong, deputy general manager of research and Development Department of tiger clothing (China) apparel Co., Ltd., said: "if the quality of products can not be consistently maintained to satisfy customers, they will gradually lose customers. Especially when the competition between brands is so fierce, it can be said that when customers are tired of all kinds of homogeneous brands, whoever catches the quality of the products will catch the customers.

In enterprises, there are numerous cases of enterprises concerned about quality.

Take Meyer as an example. The product of Meyer finished garments is checked by needles. If the needle is not carefully broken, every part of the needle must be found, collected and registered, so as to avoid breaking the needle into the clothing and injure the consumer. Once, a worker turned over and over again around the workbench in order to find the broken part of the whole piece, until she looked for it.

The national clothing quality supervision and Inspection Center (Tianjin) is one of the only two international clothing quality supervision and inspection centers in China. Meng Lingxiu, deputy director of the center, said that in recent years, the proportion of domestic garment brands detected in the center has declined, and the overall trend is improving.

"Now, the number of enterprises taking samples of fabric samples is constantly increasing, and the number of items required by enterprises is getting more and more detailed. In the past, most enterprises took into account the factors of cost and production cycle, and fewer items were submitted for inspection. Most of them were regular projects. But now, under the combined action of internal and external forces, enterprises are increasingly aware of standards, and their awareness of production in accordance with standards is increasing. Meng Lingxiu said.

This is also reflected in the consumer complaints statistics released by the Chinese Consumers Association. In 2009, the number of clothing and footwear products received in China was 62764; in 2010, the figure dropped to 57620, down 8.2% from the same period last year.

According to Meng Lingxiu, the problem of unqualified clothing detected in China is mainly concentrated on fiber content. On the one hand, some garment manufacturers in order to reduce costs and shorten the production cycle, they will be tagged directly according to the value provided by fabric suppliers, and fabric suppliers may also do some numerical work in pursuit of greater profits. Finally, the fiber content is not qualified. On the other hand, the standard consciousness of the enterprise is not very strong. Only a batch of fabrics are sent to the inspection. All the fabrics behind are tagged according to the content of the batch. The fabrics of different batches are almost the same, but actually they are much worse.

Mencius also pointed out that clothing products were unqualified, some problems were not caused by clothing enterprises, but the reasons for the upstream industry chain, for example, fabric suppliers, if the fabric does not meet the requirements, it will easily lead to problems such as pH value, azo dyes and color fastness of downstream production enterprises. Therefore, it is not only clothing enterprises, upstream suppliers of fabric enterprises, etc., should also comply with the national mandatory standards themselves.

Meng Lingxiu reminded that for garment enterprises, not only should we strictly enforce the national mandatory standards, but also implement the "textile and clothing instructions". For example, some products that are wet to rubbing are not up to standard. The index is "textile and clothing instructions", which is not a qualified product. At the same time, it is also clear to the consumer that if the product is labeled first grade, it must meet all the requirements and testing items of the first grade product.

Good quality control is an important measure for enterprises to guarantee product quality.

Professor Wang Jianping, a professor of chemical fiber and testing technology, said: "some enterprises believe that the quality inspection system is too much and too cumbersome. And his view is that enterprises should implement quality control in the production process instead of simply putting quality control in the final stage.

In this regard, Meng pointed out the correct procedures and methods for product quality inspection. Garment manufacturers should first send fabric samples to the relevant inspection centers, and make large-scale production until the number of indicators meets the requirements, so as not to wait until the finished garments are tested and fail again, and the enterprises will become passive and lose more.