As the largest consumption and production country on garment industry, China has the potential market for further development to be a real advanced and sophisticate garment industry country while the challenges and opportunities come together, especially during the fierce global competition.
Chinese Garment Industry and Current Situation
With 5000-year-old history, garment culture is deeply rooted in Chinese culture. However, the modern garment industry hasn't been in contemporary China for a long time. In terms of well-known brands, there are only a few brands to be recognized abroad, lack of real competitive worldwide strong brands. Basically, and generally, Chinese garment manufacturer is trying to lower the cost and price to compete with famous multinational brands like Prada, Channel these first-line design brands, instead of improving its design and brand strategy, which could never reach a real brand success in current global garment environment.
When I am shopping in US, the made-in-China clothes are easily seen everywhere, from girl-brand like Urbanoutfitters, middle-class-favorite Zara, H&M, to some upscale design brands. Apparently, China has been a strong power in garment manufacturing, as well as one of the largest outsourcing countries as its cheap labor force and skilled factory-hands. Whereas, more and more made-in-China clothes and garments produced and sold around the world doesn’t mean Chinese garment industry has been able to launch its own strong brands to influence the world. On the contrary, there is a long way to go for Chinese garment industry if it want to be one of the most influential fashion countries.
Take the Local Advantage
Without doubt, China has experienced in garment manufacturing and processing since it is the choice of many famous brands for outsourcing, which shows skilled manufacturers and factory-hands are available within the industry. Therefore, if Chinese garment brand is aiming to compete globally, it should never forget to seize this handy advantage to fulfill and advance its manufacturing capability. And at front, the brand design and strategy must be the first consideration when it is not only doing business domestically but also internationally.
License from Multinational Brands
It takes time to establish a successful brand but license from a multinational brand shorten the time at the same time beneficial to the company to increase the early-day profit capital and accumulate related experience on how to launch and run a brand. So license could be a choice for some Chinese garment companies when they first enter the global garment industry.
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