As the largest textile producer, my country has dominated the fashion industry for decades. 10. However, it has no place for my country's textile enterprises.

The top ten textile companies are ASAN Guo’s Arvind Co., Ltd., ASAN Guo’s Cotton Company, Canterbury, New Zealand, Dorothy Perkins, Whadia Group’s ASAN Guo flagship company, AGile Company in France, Admiral Company in the UK, Yashiwei Company in the United States, Bru Benani Company in Germany, and Cone Company in Germany                                                                                                                                                                                                             

The clothing industry is the basic consumer goods industry and people's livelihood industry that creates a better and fashionable life. It is also an innovative industry that concentrates on technological progress, social and cultural development and changes in the times. There are 100,000 clothing enterprises in my country, more than 10 million employees in the industry, and the annual total output of clothing is tens of billions of pieces.

However, my country's clothing has no giants!

Unfortunately, we are a great country that has not yet been famous for international clothing brands.

The 1.4 billion population supports the world's largest textile and clothing production, consumption and exporting countries, but there are no global brands. This is a myth.

my country's clothing market has a market of 3 trillion yuan, and the most abundant profits are being seized by foreign brands.

From women's clothing to men's clothing, from sportswear to fast fashion, from mass market to high premium tracks, international brands have the advantage.

With the help of my country's market, foreign brands soared into the sky. Many foreign brands only became the leader of the global clothing industry after entering my country.

When Wang Lin was reborn, Uniqlo's Greater China accounted for 22.7%, making it the second largest market after Toyo and its share continued to increase.

In addition to Uniqlo, my country's market has become the core growth engine for many overseas brands. Nike, Adidas, lululemon, Under Armour and others have also achieved counter-trend growth in the domestic clothing industry.

The international big brands have the ability to make money, which further highlights the bleak popularity of domestic brands.

Whether at the macro level or the micro level, the survival status of the domestic clothing industry is hard to describe.

Either they were eliminated in the sand of the big waves, lost their direction in the multi-brand strategy, or deviated from the main clothing track.

The memories of Metersbonwe in the 1980s, old brands such as Yichun, Giordano, and Seven Wolves have all fallen one after another.

Yes, Metersbonwe, a brand with a purely foreign name, is actually a domestic brand.

Giordano is also a Xiangjiang brand.

Whether it is high-end women's clothing or designer brands of all sizes, they are all in a corner and are easily disturbed by changes in the tide. It seems that a hundred flowers are blooming, but in fact there are not many that can be played.

Someone asked, if all foreign brands are banned, will domestic brands be invincible?

Let’s sort out the history of textile industry development in our country!

In fact, this is a war that could have been won!

In fact, our country has the best clothing manufacturing factories in the world and should have won a place in the global clothing competition.

my country's modern textile and clothing industry emerged in the 1980s.

In 2001, after my country joined the WTO, it coincided with the tide of migration of global textile manufacturing centers. Therefore, China took over the baton of Oriental and gradually became the world's largest textile industry power with dividends such as labor.

In addition, the abundant supply of raw materials, large output of cotton, linen, wool and silk, and regional concentration, laying the foundation for the rapid development of my country's clothing industry.

After decades of development, my country's clothing industry has formed a modern industrial chain that runs through textile raw material processing, product design, production and sales. The industrial cluster effect is significant and it has deeply participated in the global division of labor.

my country has formed more than 60 large-scale clothing industry clusters, mainly distributed in the Pearl River Delta, Yangtze River Delta, Bohai Rim and southeastern coastal areas. The five eastern coastal provinces account for more than 70%.

However, my country's more well-known textile and clothing manufacturers, such as Shenzhou International, Lutai Textile, Jiansheng Group, etc., have their main business is OEM for giants and do not have their own outstanding brands.

Some industry insiders commented, "There is no brand in Huaxia's consumer field, only brand."

How sad!

Where exactly do we lose?

If we analyze it in depth, it is not difficult for us to find clues.

my country's clothing market is vast and diverse, and it is changing rapidly. In this red ocean, the trick to win for a long time is not to low-cost large-scale replication, but to rely on time-verified brand stories, high-recognition brand tone and creative design.

The clothing industry is a complex chain that integrates upstream and downstream, linked together. Through superficial prosperity, from brand power, product power, channel power, and even talent teams, supply chains, corporate governance, the gap between my country's clothing companies and international giants is not a small part.

The main gaps are in the following aspects.

In terms of hard power, my country's independent brand design and R&D capabilities are weak; it is insensitive to the market and is separated from production and sales, which makes it easy to touch the reefs with high inventory; the management of the enterprise is keen to make quick money and is not focused enough.

On the production side, many of my country's independent brand clothing have no soul and are reflected in two levels: the fabric is rough and there is no sense of design.

It is precisely because my country's clothing market is extremely large that domestic brands do not need to become big brands. As long as they follow the crowd, they can live a very comfortable life by eating a small piece of the market, but it is difficult for original designers to survive.

Fashion trends are constantly changing, and these companies are trying their best to follow them. Where can they still have time to dig into the brand, or invest huge amounts of money to develop new products, and develop new fabrics?

On the sales side, most independent brands use the franchise system to grab land, but they are also caught in a nightmare.

Although the franchise system can quickly increase performance, it cannot accurately predict the future trend of the market, causing the company to have the illusion of "selling it as long as it is produced", but consumers do not buy it. The brand has to sell at a discount, but it has exacerbated its own decline and put the company in a dilemma.

Metersbonwe, which once dominated the clothing industry, fell down because of high inventory, and the "king of inventory" Hailan Home also faced the same embarrassment.

The biggest enemy of clothing companies is inventory!

This is the reason why Wang Lin didn’t want to start the clothing industry at the beginning.

In his previous life, he lost everything after the warehouse was flooded!

Therefore, although Wang Lin in this life joined the clothing company again, he strives for the operation and management of "zero inventory".

To achieve zero inventory, refined inventory management must be achieved. Employees will track data in 7 days, adjust marketing strategies in a timely manner, and control inventory.

Moreover, Wang Lin did not engage in a franchise model, but instead sold through the model of opening clothing stores, so that he could effectively control inventory, but the price of doing so was high investment!

From the perspective of corporate governance, most of my country's clothing enterprises are private enterprises, lacking a complete corporate governance and internal control system, and operating risks are relatively high.

Most clothing business owners are keen on making quick money. There are not many listed companies in the clothing sector, but many companies do not invest heavily in R&D, but short-term interests are top priority, and brands and channels also pursue short-term fastness.

Once they have money, they will start to diversify and enter the profit-making industry, and their main business is left aside. However, there are very few successful cases of diversification of clothing companies, and the risks of operating multiple tracks are greater. The "demolition of east walls and repairing west walls" operation can easily drag the company into an abyss that is irreversible.

Even if some companies can withstand the temptations from the outside world, they will inevitably expand radically, with high inventory and high rents pressing down, falling into a vicious cycle of brand aging and revenue decline.

Secondly, in terms of soft power, international capital controls the discourse power of my country's fashion market.

Modern clothing is an imported product of Western culture. The development history of domestic clothing is relatively short and is not enough to support a century-old brand.

In terms of brand power shaping, most domestic independent brands focus on the mass market, or even the third and fourth-tier markets. Brand image shaping lacks long-term planning, and mostly extensive operations, which is a big gap with international brands.

More importantly, the weak position of my country's independent brands comes from the "invasion" of strong culture.

Mainstream fashion public opinion in my country has always been controlled by Western capital.

As early as 1979, Pierre Cardin came to our country and held the first show in history.

He directly implanted the French aesthetic into the minds of Chinese people, who was still a blank piece of paper in the pursuit of life enjoyment and aesthetics at that time.

In 1988, the Chinese version of French Elle magazine "Fashion Garden" was successfully founded and became the first fashion magazine to enter my country.

In the late 1990s, most luxury brands had entered my country, and since then, my country's women's aesthetic has been completely westernized.

After that, my country's fashion public opinion was closely controlled by overseas media, and these overseas media cooperated closely with overseas fast fashion company headquarters, resulting in the living space of my country's clothing brands and local magazines being severely squeezed.

It is gratifying that Wang Lin is here!

Wang Lin was reborn in 1988, the most important year!

This is the most important turning point in the transformation and upgrading of my country's textile industry!

Wang Lin created the independent brand of Xiuzhilin!

The rise of domestic brands has become a possibility!

Since Wang Linlizhi entered the textile industry, he has been playing a big game.

Create independent brands, build their own sales channels, acquire Shenfang Group, establish its own model team, create Aixu Fashion Week, and develop new materials...

Taking one step at a time, Wang Lin has become the leader in the domestic textile industry.

However, Aixu Group is still far from the international textile giant!

Wang Lin must be able to pass the publicity of Aixu Group, establish the cultural confidence of the Chinese people, improve the acceptance of overseas markets, and encourage domestic brands to catch up and usher in the best overseas opportunities in history.

Wang Lin adheres to his own development path, continues to innovate in the integration of multiple cultures, is committed to building a cultural value system based on Chinese culture as the core connotation, and creates the most fundamental fashion force for building a clothing power.

All of this is inseparable from the reputation of fashion week.

As long as Aixiu Fashion Week is successful, it can lead the domestic fashion trend and return everyone's aesthetics to Chinese elements.

This is a real fashion aesthetic war.

To change the Chinese people’s habit of buying clothes, we must fundamentally reverse their Western aesthetics.

Whoever can define the beauty of clothing and the beauty of fashion can formulate the rules of this industry, and whoever can completely occupy the industry!

How many people can guess Wang Lin’s intentions thoroughly?

How many people can accompany Wang Lin to play this big game?

Wang Lin can only rely on himself.

He wants to take his own efforts to bring our country's clothing industry into the position of the world's clothing industry giant!

Now, we finally understand why Wang Lin spent so much time, energy and money to create an oriental fashion week.

The results of fashion week are gradual and silent.

Why do we think Paris is the fashion capital? Most people’s ideas come from the promotion of Paris Fashion Week, from the brainwashing of fashion magazines and videos.

In the next step, Wang Lin will also establish his own fashion magazine brand, which is also to promote Aixiu fashion and Chinese fashion.

Can the Aixu Group led by Wang Lin succeed? Can it ride the wind and waves and become the endorsement of Chinese clothing in the world?

He himself has no foundation.
Chapter completed!