Twenty Years of Hard Games in China's Clothing Brands

For 20 years, the brand road of China's apparel industry is full of passion and development. Tough and even tragic. Among these are the joy of success, the pain of loss, the choice of lucidity, the blindness of self-confidence, and the constant innovation. On this journey, some people were distracted, shaken, and changed their careers; some people were lost, stagnated, and withdrawn; but more entrepreneurs persisted, worked hard, climbed, and developed. There are also more new energies, passions, and more aggressive pursuits. In just over 10 years, a large number of brands have gathered in the Chinese market. They will be the basic forces that compete with local overseas brands in a fully internationalized competitive environment in the new era.

Historical pioneering

In the first great revolution, there were two winners. One is a foreign brand, such as Pierre Cardin, Goldlion, and the other is a part of China's domestic domestic brands, such as Hengyuanxiang, three guns and other early-starting new enterprises and some traditional old companies.

At the beginning of the 19th century, a man from the United Kingdom called Voss began to customize clothing, which opened up a variety of clothing brands. After the process of industrialization, brands became more democratized and more popular, not only in custom-made clothing, but also in ready-to-wear brands. However, China's brand history and culture have fluctuated and followed a leap-forward development. China has also had many old brands, but after the war, ideological and cultural constraints, brand culture has not been well sustained. Until the early 1980s, China re-established its brand. After the reform and opening up, the Chinese clothing market experienced two major changes or revolutions. One time it was a serious shortage of product brands, varieties, and designs, and the quality was inferior to the brand's budding "hundred flowers bloom."

The First Revolution: The Emergence of Masters' Visit to China

In the 1980s, for a full decade, the Chinese clothing market was in a typical seller’s market that was in short supply, and the clothing industry had risen in splendor and colorfulness, sending the era of monotonous uniforms such as uniforms and tunics during the Cultural Revolution to the historical garbage dump. Completed the first revolution of the Chinese clothing market. In 1979, Pierre Cardin held the first time in the Beijing National Palace of Culture to participate only in the professional costume show, in 1981, he also held in the Beijing Hotel for the first time to face the ordinary audience clothing display. This world fashion master can be said to be the enlightenment teacher of Chinese fashion and brand. Since the 1980s, China has begun to emerge a number of clothing brands.

Heng Yuanxiang

With an established 77-year history, the first company implemented virtual operations in China and was the sole sponsor of the 2008 Olympic Games textile and apparel industry.

Three shots

Is a traditional old, was born in the anti-Japanese campfire years, when the owner of Yingyin Knitting Factory, Gan Tinghui is a national industrial and commercial person, he likes to shoot, won the triple crown in the game, in order to congratulate, but also to promote domestic products, boycott day In 1937, the "Three Guns" trademark was used. In 1980, the "Three Shots" was awarded the title of Shanghai Famous Trademark awarded by the Shanghai Municipal Administration for Industry and Commerce.

red beans

In 1983, Red Bean Group started with knitted underwear. At the beginning of the venture, it created a national brand, and used the "Red Bean" full of lovesickness as a trademark. It is determined to build the first cultural brand in China. Since 1992, the Group has formed a series of apparel products. Shirts, suits, jackets, sweaters, T-shirts, leather goods, women's wear, and children's clothing have been launched one after another. They have become the most complete apparel product line in the country with the largest market coverage.

Children's clothing was launched in 1985. Since 1990, the comprehensive market share of children's wear has been ranked first for many years in a row.

In the first revolution, two winners emerged. One is imported brands, such as Pierre Cardin, Goldlion, etc. They represent fashion, high quality and high taste, occupying the high-end position and brand status in the Chinese clothing market. The other is that some Chinese domestic domestic brands, such as red bean apparel, three guns, and other early-starting new companies and some traditional old companies, seized the opportunity to form a larger market size.

Modern competition

The second revolution of China's garment industry is undoubtedly of epoch-making significance. The result of this revolution is that for more than a decade, China’s local clothing industry has grown in an all-round way, and market gaps have been filled in. China has really emerged a number of apparel companies with brand value and greater brand appeal.

One off

Some local Chinese brands have regional advantages, such as white-collar women's wear, and others have market segmental advantages such as Bosideng in the field of winter clothes, Li Ning in the field of sporting goods, and seven wolves in the field of casual wear. Planned to enter the international market. In addition, Volkswagen Benny Road, Meters Bonwe and others are rapidly dominating the low-end market with scale advantages.