Local Brands Are Challenged By Traditional Markets.

According to Adidas's 2014 fiscal year results, it has sold 1 billion 811 million euros in Greater China, which has been growing for fifth consecutive years since the 2010 fiscal year.

Nike also said that online sales accounted for 15% of all direct sales and grew steadily.

It can be seen as a world-famous sports brand.

ADI is still at the top of the market, and the traditional market advantage of China's local sports brand is also being challenged.

International brands are sinking their strategy from China's first tier cities to three or four tier cities, which continue to maintain a sense of freshness and strong purchasing power for international brands. They have been providing continuous cash flow for Chinese local brands. Now the Internet is quietly changing the market structure.

With the unimpeded Internet of things, small town consumers in many developed areas of China can easily buy large international brands.

Data show that Nike China's market share on the Internet is increasing.

In 2014, Nike ranked sixty-fourth in the 500 largest Internet retailer in the United States, and is very competitive.

As of November 30, 2014, Nike announced its second quarter earnings in fiscal year 2014, its online sales grew by 65%, but no specific sales were announced.

and

By comparison, the Chinese mainland

It still shows the declining trend brought by the lack of product innovation. The Li Ning Co expects to lose 820 million yuan in the 2014 fiscal year and lose third consecutive years. It is the only loss making company in China's five listed sports brands (Anta, Lining, XTEP, PEAK, 361 degrees).

361 degree president Ding Wu believes that Chinese sports enterprises will continue to pform and find their new market value.

Related links:

In Xu Aihua's view, the fashion industry is a diversified and compound content industry, linking production, design, research and development, information, media, financial services, culture and art, marketing, education and other broad fields.

China's fashion industry is ushering in the next five critical years. In the battle against international fashion brands, China's local fashion brands are ushering in a new opportunity. Whether China can build a world-class brand of China's competitiveness in the global value chain division system through brand upgrading, creative design and industrial upgrading depends on the huge domestic consumption strength. It is very important to formulate and implement the national strategy.

Xu Aihua believes that behind the fashion brand is the comprehensive strength of the country. Under the dual background of economic pformation and economic downturn, the upgrading of the textile and garment industry in the "13th Five-Year" period led by fashion industry is not only a requirement for the upgrading of China's economic quality, but also an effective path for the pformation of traditional industries.

Compared with traditional textile and garment manufacturing industry, fashion industry, which is closely linked with creativity, starts relatively late in China. However, under the background of the rapid development of the national comprehensive strength, especially the influence, it is the main way to achieve the quality development of the national economy that the fashion industry drives the huge "made in China", especially the textile, clothing and other labor-intensive industries.

At present, many traditional industries in China are looking for new development space. Local fashion is more popular. Consumers are more confident in their choice of consumption. Many Chinese local designers are beginning to receive the attention of the world and the market. It is very necessary to formulate the development strategy of national fashion industry in time.

Xu Aihua suggested that the development strategy of national fashion industry should be formulated.

First of all, we should formulate plans to guide the development of China's fashion industry and optimize the strategic layout of fashion industry from the industry oriented policy.

Compared with internationally famous brands, the biggest short board of China's fashion industry is still packaging and publicity. The state should focus on setting up a financial and communication policy that supports enterprises to break through this short board.

Secondly, we should build a carrier.

We will strive to organize a large number of fashion events with international influence such as China Fashion Week, Art Festival and Film Festival. We will establish the exhibition heights of China's international brand radiation, establish original design and foster incubator bases, and create a platform for internationalization of Chinese independent brands.

Attracting important international fashion events to China, encouraging enterprises to actively open up overseas markets and supporting enterprises to participate in major fashion activities at home and abroad.

We should set up a marketing, professional, authoritative and socialized fashion brand, model, media, designers and other evaluation agencies, and build a professional platform for the dissemination of fashion information, and improve the organizational structure of the industry.

Xu Aihua also suggested that we should establish an innovative mechanism and establish and improve the propulsion mechanism and guarantee system for the development of the fashion industry.

Integrate related resources, from strategic planning to policy measures, create environment to service system, and establish a national fashion industry counseling center, build and improve its responsible and efficient working mechanism, and create a new prospect for the development of China's fashion industry.

Xu Aihua said that Shaoxing is a big textile city, and Shaoxing's textile industry is undergoing pformation and upgrading. The fashion industry is leading the pformation and upgrading of Shaoxing's textile industry. It is an effective way to enhance the international competitiveness of Shaoxing textile industry, which has a demonstration significance for the pformation and upgrading of China's textile and garment industry in the "13th Five-Year" period.

Therefore, this proposal was submitted to the National People's Congress to expect the textile and garment industry of our country to enhance the competitiveness of the international market.