Textile And Garment Industry Breaking Into Cocoons: Weaving China's Fashion Transformation Facing Challenges

From the monotony of black, gray and white to colorful multicolor, then the concept of color suddenly rises; from coarse cloth bell bottoms to tide cards and light extravagance; from the same pattern to the front of the world trend; from workshop production to celebrity endorsement, and then to capital operation. One piece of loom is becoming more and more clever, and a lot of clothes are dazzling.

Over the past 70 years, China's garment industry has been stride across stereotypes and conservatism, towards development and growth.

From processing to brand driving

Processing and manufacturing is the pronoun of the clothing industry for a long time. The "three to one subsidy" policy has cast the first glory of the "Jinjiang experience" and "South of Jiangsu model". The history of Anta and Bosideng's entrepreneurship is the vivid expression of these two models.

In 1991, Ding Hemu, the father and chairman of Anta sports board chairman Ding Shizhong, founded a shoe factory, named Anta. Ding Shizhong also became deputy general manager in charge of sales this year.

The "three to one subsidy" mode has made Anta's Chen Dai town in Jinjiang become the Chinese shoe capital. In the middle of the 80s, there were more than 3000 large and small shoe factories in the middle of the last century, with fierce competition and small profits. How can we get ahead? Brand awareness is gradually emerging in the minds of local entrepreneurs.

The growth course of Gao Dekang and Bosideng is the concrete presentation of the "South of Jiangsu model". In 1976, Gao Dekang was head of the sewing group composed of 11 farmers. He ran through the garment processing and marketing business between Changshu and Shanghai. With the passage of time, business development, in 1991 they registered the establishment of a collective enterprise -- KangBo craft fashion factory, that is, Bosteng predecessor. In 1992, Bosideng's trademark registration was successful, and the "down jacket brand" entered the brand driven track.

Bosideng sees the potential market of down coats, which comes from OEM. In 1984, Gao Dekang began to make OEM for a down coat in Shanghai. Because of the complexity of the process, many enterprises are reluctant to do such business. But Gao Dekang said, "for the first time, I feel great potential for my down jacket." In 1994, the down jacket with Bosideng brand was officially released. In the next few years, Bosideng expanded its multi brand operation and established a brand of "snow flying", "ice cream" and "KangBo". With the help of agent channels, Bosideng quickly became the leader of China's down garment industry. In 2006, the world's 1/3 down garments were produced by Bosideng.

Capital helps to start again

Like the manufacturing stage, brand development also has its "ceiling". Ge Xing, the head of a long-term consulting firm for Jinjiang enterprises, said that it is a way for many brands to expand their early days to invite celebrities to speak to CCTV and to buy advertising sessions.

In 2007, Bosideng and Anta were both unusual years. In July of this year, Anta sports was listed on the Hong Kong stock exchange. In October of the same year, Bosideng also came to the Hong Kong stock exchange.

From market value, as of September 5th this year, Bosideng was HK $31 billion 100 million and Anta exceeded HK $170 billion. Relying on the capital market, Bosideng has been more firmly in the leading position of the industry. Anta has gone against Lining at one stroke, becoming the leader of the sports apparel brand in China.

Gao Dekang, chairman and chief executive of Bosideng group, said in an interview with the China Securities Journal reporter that after listing, Bosideng began to explore the way of brand leading the transformation of high quality development. In 2018, Bosideng made clear the strategic principle of "focusing on the main channel and focusing on the main brand", and upgraded the brand image in all directions and channels, and achieved outstanding development results.

Listing is the power for many shoe and clothing enterprises to start again. In the past 2007-2012 years, there are at least 35 companies in Jinjiang, including shoe companies. Apart from the Hong Kong stock exchange, Shenzhen Stock Exchange and Shanghai Stock Exchange, many companies have been listed on exchanges in Singapore and Korea.

Ge Xing said that after the development of the early brand was blocked, some shoes and clothing enterprises extended their capital to the capital market with the support of the local government. Looking back, the listed companies have made great leaps in doing practical work.

Challenges facing transformation and upgrading

But the clothing industry is not going smoothly. In recent years, in the wake of the rise of electricity supplier channels, the awakening of consumer awareness and the development of information age, enterprises are also facing the painful choice of transformation and development.

"Especially in the past two years, the footwear industry has experienced a new round of shuffling. There are many listed companies and large enterprises falling down. " Ge Xing said.

The failure of rich birds, BELLE's delisting and Daphne's market value problems seem to be the new problems facing the industry leaders in the future.

Gao Dekang said that at present, China's clothing industry has entered the era of competing with internationally famous brands, and consumers' awareness of the quality and characteristics of clothing has been constantly improving. In the future, Bosideng will continue to integrate innovative resources worldwide, continue the "warm world" brand mission, and keep pace with the international advanced level.

Ding Shizhong said: "2019 is the collaborative value year of Anta group. Anta has also become a global company. In the first half of this year, the company's performance maintained a high growth, benefiting from Anta brand, FILA brand and many other brands. In the second half of this year, the group will focus on building an innovation strategy and promoting the organization and capacity building of innovation, and building a new growth engine.

Sun Ruizhe, President of China Textile Industry Federation recently announced that in 2018, China's textile and clothing exports had reached 276 billion 730 million dollars, accounting for more than 35% of the world's total. "Made in China" is changing to "Chinese fashion", and the opportunity to march towards the world's design power is maturing. China's textile and garment industry has ushered in a real sense of "strategic opportunities".