Professional wear industry: growing homogeneity and neglecting branding

In the past 30 years of reform and opening up, China’s economic development has been surging. Its international status has been rising and its influence has become stronger. In the thirty years of this rapid development, what kind of impression China has on the world and on the world?

Standing on Wall Street, one of the world’s economic centers, the same clothing and footwear, filled with confident and enthusiastic smile, the 21st century China has been integrated into the world, in the process of leaving the Chinese impression of the world, have to mention has been hidden in the Many famous enterprises behind China's professional wear industry.

From the end of the 1970s with the continuous development of China's social economy, international standards have become increasingly close, and business wear has become not only a company's soft name brand, but also gradually become a must-have item for working people to work – the business image of the workplace. Has been deeply rooted in people's minds.

Although the history of “vocational wear” can be traced back to the Xia, Shang, and Zhou dynasties, the real form of the concept and the rise of the industry are the hotel and hotel industries in a few developed cities after the reform and opening up, and with the increase in business activities, it is In the era, the concept of the final wearables replaced the deep-rooted “labor protection service” and “work clothes” in the traditional concept to become an indispensable magic weapon for the promotion of the image in international and domestic commercial activities.

Today, China is not only the world's largest clothing consumer, but also the world's largest clothing producer. But unfortunately, throughout the world, Armani, Zegna, Versace, Louis Vuitton, and other well-known brands have not come from China. How do you create clothing with high brand value? How to build a world-class clothing brand? China has already ranked second in the world for its overall national strength. What does it use to give the world a Chinese impression? China’s garment enterprises, especially those in the Chinese industry that are closely linked with business activities, have a long way to go...

There is no shortage of creativity and lack of imitative force in China. When productivity, product technology, and human cost have all been recognized by the world, China's wearable companies are also facing increasing homogenization of products, lack of innovation, and market competition. Deteriorating grim situation.

We may often encounter such situations: from a bank, to a securities company, to an insurance company, we find that whether it is a bank employee, a securities company, or an insurance company, they wear uniforms that are very similar. . Whether it is from the design or the fabric, there is almost no obvious difference, and it may even be impossible to distinguish it by the naked eye alone. This is one of the unfavorable factors in the development of the current domestic wear industry.

Due to the steady development of China's economy, the growth of the professional wear market has been extremely rapid. Many companies have concentrated most of their energy on market development and business development. With the help of the favorable atmosphere of China’s economic development, they have often overlooked their core brand. The shaping of competitiveness is another unfavorable factor in the domestic business wear industry.

Of course, there are no truly outstanding companies in the domestic business wear enterprises. For example, Baodiao’s “BONO” put forward “fashion customization” while focusing on quality; the clothing leader Youngor (600177, stocks) took a diversified approach, focusing on quality while continuing to develop new technologies, in line with international standards. From a certain point of view, these enterprises have a certain degree of international competitiveness, and they all belong to the vanguard of the domestic industry.

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