In The Age Of Individuality, It Is Time For The Garment Industry To Take Off Its Coat.

In this era of individuality, brand names and foreign goods are no longer the symbols of status. People are more interested in personal taste and personality than brands and foreign goods.

Therefore, under the new consumption environment, some so-called "foreign brands" have begun to take off their "foreign" cloak and explore them under the framework of national brands.

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Recently, a notice issued by Baozhuang fashion, a leading female fashion leader, caused a great stir in China.

In a notice, Baozi said that it would withdraw from its traditional fashion and apparel business and shift its strategic focus to the relevant sectors of the Chinese economy, which are expected to bring better returns to shareholders.

[baozi enterprise announced in the announcement that its wholly owned subsidiary, Ports BVI, will fashion the existing products.

The 20% stake in Ports HK is priced at 600 million yuan for sale to the East Fuhai.

Meanwhile Dongfang Fuhai will conduct a due diligence investigation of the company, and will also introduce third party buyers to buy Ports HK's remaining 80% shareholder equity.

Statistics show that Ports HK is directly or indirectly holding the 100% equity interest of Dai Mei garments (Xiamen) Co., Ltd., with 100% equity interest of century baozi (Xiamen) Industrial Co., Ltd., 100% of baozi fashion (Beijing) Co., Ltd., 100% of Xiamen baozi Garments Co., Ltd., and 100% of Xiamen dresses Garments Co., Ltd.

It can be said that Ports HK holds all the apparel and apparel business in baozi.

Baozi's move is interpreted by the outside world as a comprehensive launch of its apparel business in China.

Moreover, Baozi also announced in the announcement that "the company will withdraw from the traditional fashion and apparel business and shift its strategic focus to the relevant sectors of the Chinese economy that are expected to bring better returns to shareholders".

Although Baoji official responded that the above measures were paving the way for baozi privatization and possibly listing on A shares in China, but its clothing business continued to decline as an undisputed fact.

According to the financial report, although the sales volume of baozi remained at 2 billion yuan between 2011 and 2014, there was no sharp decline, but the total profit and net profit of shareholders were declining. In 2014, it dropped sharply from 400 million yuan and 300 million yuan to 170 million yuan and 73 million yuan respectively.

An expert who does not want to be named said that as a brand from abroad, after the glory of the Chinese market, the recession is inevitable.

She believes that the decline of baozi in China has something to do with the rationality of Chinese consumers' perceptions.

Change.

However, compared with the same price brand, Baozi has no advantage in design.

Regarding its "fake foreign card" question, Baozi responded that it was a complete foreign brand.

It is understood that baozi was founded in Canada in 1961, and was bought by businessman Kenneth Chan in 1989. After that, it was headquartered in Xiamen, Fujian.

In 1993, Baozi opened its first boutique in China, and then began to expand in China, while foreign markets were mainly used to enhance brand image.

In his 2014 annual report, Baozi said, "the main business area of the group is mainland China".

The data showed that in 2014, the main business income of mainland China was 1 billion 733 million yuan, accounting for 92.22%, and 12% less than in 2013.

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The dispute of "fake foreign card"

As more and more consumers begin to pursue differentiation and personalization, the so-called "foreign brands" in the "high-end" market are being replaced by original and national concepts and become consumers' choice.

In recent years, many brands have been challenged by "fake foreign brands".

It is understood that Montagut, JEEP, camel, Valentino, PLAYBOY, MO&CO, European time, Latosca and other brands have been accused of "fake foreign card".

Some people have summed up the "fake ocean brand". It is generally believed that the "fake Ocean card" is usually reflected in the domestic design, production and sale, and is westernized on its name, publicity and registration place, so that consumers can have the impression of forming "foreign brands".

In addition, the director of a women's clothing company explained to the China Commercial Daily reporter that in fact, "fake foreign card" is a folk concept, and there is no official official title.

He believes that many of the current market is considered to be "fake foreign card" enterprises, from a strict point of view, many are not actually.

Such as "baozi", although it is absolutely controlled by Chinese people, its main production and consumption are also in China, but its actual registered address is foreign.

However, Su Baoyan, deputy director of the China Textile Industry Federation brand office, believes that the existence of "fake foreign card" has its profound social background.

After the reform and opening up, Zegna became the first clothing brand to enter China. Its location in Xpu Ha Palace Hotel stores, the price of thousands of yuan, and the reality of clustering, many Chinese garment enterprises saw business opportunities.

In order to get more lucrative profits, many China was rich at that time.

Production experience factories began to set up their own brands and linked them with foreign countries to become the "fake foreign brands" made in China.

At the same time, Su Baoyan said that the deeper reason behind the emergence of "fake foreign cards" is the preference of domestic consumers to foreign brands.

At that time, foreign clothing companies came into China, and their new fashion design made it clear to the Chinese consumers who didn't have many clothes and styles before.

Moreover, the entry into China with these fashion and fashion enterprises is a large number of fashion consumer publications, improving the aesthetic standards of Chinese residents.

But with the development of economy and more foreign brands coming into existence, the collision between the so-called "foreign brands" is inevitable, and it also gives more consumers the opportunity to re recognize the brand.

As more and more consumers begin to pursue differentiation and personalization, the so-called "foreign brands" in the "high-end" market are being replaced by original and national concepts, becoming the choice of more and more consumers.

At the same time, under the new consumption environment, original brands, independent brands and clothing products themselves have become the main force of more and more enterprises. The so-called "foreign brands" have begun to move closer to this direction.

But Su Baoyan also believes that at present, Chinese consumers' self-confidence in national brands is still insufficient, and some people still have the mentality of advocating foreign brands.

It also requires national brands to enhance their strength and compete with foreign brands under the background of new consumption environment and tariff reduction of imported garments.