[New Era of Endering New Journey] Story · Discipline and the Ten Years of the People's Republic of China "clothes" change domestic goods "tide" Zhengxing

On August 23 this year, Anta's official WeChat public account released the 2022 semi -annual report. The data showed that Anta Group revenue reached 25.965 billion yuan in the first half of the year, surpassing Nike's revenue in the Chinese market for the first time.

As a large country for clothing production and sales, as early as ten years ago, my country's clothing exports accounted for more than 30%in the world. However, at the time, there were only a handful of well -known independent brands in the international market. Most of them were produced by OEM, and the profit margin was very low. Today, a group of independent brands with strong quality, trend design and cost -effectiveness like Anta are developing rapidly in domestic and foreign markets, and even have the strength to compete with international brands. Behind this, the continuous improvement of the business environment, and the supervision and guarantee of the disciplinary inspection and supervision organs for the high -quality development of the shoe and clothing industry. Here, we have entered the birthplace of autonomous brands such as Anta and Tubu, Fujian Province. Take a look at how the local disciplinary inspection and supervision organs help optimize the business environment, lower the "timely rain" to the company's hearts, and promote the shoe and clothing industry towards the brand. Intelligent and clustering transformation and upgrading.

Quality jumper: Consumers call "domestic goods are really fragrant"

At the Beijing Winter Olympics held at the beginning of the year, Anta products frequently appeared and were highly sought after. With this wave of popularity, Anta went to launch the same running shoes of the national team "Creating 3 Generations". Many consumers "plant grass" and directly call "domestic products are really fragrant!"

The domestic brand that is welcomed by consumers is more than one Anta. In 2022, Tmall's "618" list showed that my country's domestic fast fashion brands have surpassed Uniqlo and became the top three women's sales lists. Among the top three men's clothing brands, local brands also occupy second and third.

The surge in domestic and shoes and clothing, reflecting the improvement of consumers' recognition of domestic goods, behind it is the comprehensive upgrade of the comprehensive competitiveness of domestic brands. Once upon a time, well -known foreign brands in our country have become popular in my country's clothing market. Domestic brands or door courts are left out of the door, or they turn to foundry. In the past two years, foreign shoes and clothing brands have been slightly weak in my country's market, and many domestic brands have shown another development trend. Through a series of changes such as creating beautiful and cheap products, providing high -quality services, and pursuing fashion trend design, they played a beautiful turn -over with a good market performance.

According to news reports, after a consumer in Beijing spent tens of thousands of yuan last year, after buying a certain foreign brand down jacket, he found that not only the clothes trademark was embroidered, but also roughly stitching and the quality was not complimented. In contrast, the quality of domestic down jacket brand Posden is well received. In recent years, Bosideng has paid more and more attention to product quality. The down jacket launched by it has undergone extremely cold, friction, and boiling water testing. The fabric is windproof and anti -diamond velvet, which is loved and favored by consumers. Data show that during the 2021 "Double Eleven" period, Bosideng Group's brand down jacket omni -channel retail sales exceeded 2 billion yuan.

Ren Huitao, a researcher at the Fujian Sports Industry Research Center, believes that in recent years, domestic clothing brands have chased in terms of design innovation and scientific and technological research and development, further narrowing the gap with foreign brands. "One of the important reasons for consumers to buy domestic and clothing is that the quality of domestic products has remained at a high level. Products are constantly innovating from content to packaging, and products are cost -effective. This is the key to winning consumers." Ren Huitao said.

While keeping the quality of quality, more and more shoe and clothing companies have begun to optimize product design. By cooperating with well -known domestic and foreign design institutions, joint IP -name, integration into my country's traditional cultural symbols, etc., we will enhance the design sense of the product. For example, the Jiu Mu King and the Japanese fabric laboratory used the new fabrics of high -bombs anti -wrinkle on the new "small black pants", and cooperated with well -known Italian designers to launch a joint model. Anta integrates elements such as the well -known gourmet meat crickets, snail powder, and four fruit soup into the color design of the shoe to attract consumers' attention. In addition to traditional shoe and clothing companies, there are also a large number of local original designer brands starting with the "national tide" line, and reflect Chinese elements such as Facebook, Chinese painting, and wake -up lion in product design.

Relying on excellent quality and design, many local shoe and clothing companies have begun to devote their energy to branding, not only broaden the brand matrix, but also continuously enrich the brand culture. By acquisition, mergers and acquisitions, Anta incorporated File, Ariter Bird, Kelong and other internationally renowned brands into its own brand matrix; Tubu is committed to creating the preferred brand of Volkswagen runners, setting up the runner service platform "Special Running" and "Tuban Running Tour The club ", the brand is more professional and more scientific and technological; the seven wolves propose to be an attitude of fashion brand declaration, creating a" wolf totem "young series brand, and marching to the fashion industry group with multi -brand strategy. "Baidu 2021 National Tide Pride Search Big Data" shows that Chinese brands have only reached 83%of overseas brands in 2016, and in 2021, it has doubled more than overseas brands, reaching 300%.

Ten years of hard work accumulation, the Chinese clothing industry is starting the industrial update with a high face, entering a new journey from a manufacturing power to a fashion country. Data show that in 2021, 42.5%of consumers increased consumption of domestic goods. Among them, 56.3%of consumers said that domestic brand brands are no different from international brands.

In the production workshop of Anta Sports Company, the workers are being produced in full swing. Dong Yanjun/Photo

Internal and external repairs: domestic products brand gorgeous turn around

Always taking scientific and technological innovation as the native driving force for development is the key to the rapid rise of domestic shoes and clothing. With the increasingly wide use of digital, information, and intelligent technology in the shoe and clothing industry, many local shoe and clothing companies have regarded innovative research and development as the top priority to enhance the core competitiveness of products. I still take Anta as an example. According to Li Su, vice president of scientific research and innovation in Anta Group, its recently launched "Olympic Champions Running Shoes" has undergone 3 years of R & D and 1800 experimental tests. 7700 samples of running enthusiasts. Since the listing of Anta Group, it has invested over 5.6 billion yuan for independent innovation research and development. It is expected that this number will exceed 20 billion yuan by 2030. Not only Anta, Tsob, Lilang, Senma, Hailan House and other shoe and clothing companies have exceeded 100 million yuan in R & D and innovation each year, and new materials and new technologies that have been upgraded have brought considerable benefits to enterprises.

At the same time, some places actively promote the integration of shoe and clothing enterprises to integrate the industry chain, and also provide a huge thrust for the upgrade and development of the industry. It is understood that the textile and apparel industry chain is roughly divided into upstream (raw materials), midstream (textile and textile and clothing manufacturing) and downstream (clothing trade industry). As a large textile and clothing province, Fujian Province has made a lot of beneficial exploration in the integration of the industrial chain. It has formed a relatively complete industrial chain such as chemical fiber, spinning, weaving, dyeing, clothing, and industrial textiles. Lay down a good foundation.

In June of this year, the development and application of new functional chemical fiber products in Fujian Province was held in Jinjiang. A number of chemical fiber products development units such as the Haixi Branch of the General Technology Institute of Textiles and 57 provinces in the provinces and fabric companies participated in the meeting. Haixi Branch showed the latest fiber products. Shoes and clothing brands such as 361 ° and seven wolves released the needs of new materials and green sustainable fabrics. At the upstream and downstream application docking conferences, Men's clothing brands such as Peak, Hongxingrk, and Men's clothing brands such as Piece and Jinba also discussed in -depth and exchanges with representatives of fabric companies on issues such as research and development cooperation, supply and demand docking The textile and clothing industry chain process optimization.

The swimsuit industry in Jinjiang City has tasted the sweetness of the integration of the industry chain. In recent years, the average salary of labor -intensive industrial workers such as textiles and clothing has risen rapidly, and the pressure of controlling the cost of controlling enterprises has been very pressured. After the integration of the industrial chain, the decrease in the expenditure of shoe and clothing companies in logistics and other aspects relieves the pressure brought by the rise in cost. The Jinjiang swimwear industry in Yinglin Town, Jinjiang City, has upstream fabrics, auxiliary materials, as well as the mechanical links and design links in the middle reaches. In 2021, the Jinjiang swimwear industry reached 30 billion yuan in output value under the background of the industry's transformation and adjustment, thanks to the local complete industrial chain. Hong Chunchun, president of the Jinjiang Swimming Industry Association, said: "Now that you don't get out of the factory door, you can purchase all raw and auxiliary materials within half an hour."

With the advantages of excellent quality, fashionable design, and high cost performance, domestic clothing brands have not only performed well in the domestic market, but also settled in overseas markets. Fujian local brand Jiu Mu King recently brought landscape pants and Tangfeng pants series to participate in Milan and Paris Fashion Week, and communicated with international brands on the same stage; 361 ° set up subsidiaries in the United States and Europe, with more than 750 sales points overseas, covering 50 50 Multiple countries and regions. Other domestic clothing brands such as Hehe, Hailan House, Li Ning, Bosideng, Senma and other domestic clothing brands have also opened stores overseas. With the spirit of craftsman's spiritual research and development and innovation, integrating resources with strong courage, and walking out of the country with an open attitude, my country's clothing brand strength has greatly enhanced, and it has achieved gorgeous turn.

Jinjiang City Discipline Inspection and Supervision Cadres visited the Qipwolf Company to collect opinions and suggestions. Yan Shichao/Photo

Supervision and empowerment: Promote the high -quality development of the industry

There is a sycamore tree at home, so there is a Phoenix. In the context of the new crown pneumonia's epidemic, Fujian's shoe and clothing industry still maintains the rhythm of steady hoofs and rising against the trend, which is inseparable from the support of a good business environment. Among them, the disciplinary inspection and supervision agencies at all levels in Fujian Province actively perform their duties and fulfill their duties, and escorted the effectiveness of the industrial development.

In June 2021, the Fujian Provincial Commission for Discipline Inspection issued a plan to supervise and ensure the optimization of the business environment, and will create a "convenient Fujian" that can do things, work quickly, and do things as the theme of supervision in the third quarter of this year. Disciplinary inspection and supervision organs across the province have quickly moved to escort the majority of private enterprises, including a large number of shoes and clothing companies.

"After this order, we will be in vain for us to rush the work a few days ago, and we have to compensate the customer's liquidated damages. Fortunately, there is this bailout loan!" The person in charge of a clothing factory in Shishi said excitedly after receiving the loan. During this year's epidemic, the pressure on the funds of Shishi clothing companies suddenly increased. The Shishi Discipline Inspection Commission urged relevant functional departments to optimize the small and micro financing docking platform, launching the "not leaving home, online financial services do not snooze" activity, guiding small and micro enterprises to release financing needs through the platform, and promoting financial institutions to quickly issue bailout bailout bailout bailout bailout bailips Loans to solve the urgency of corporate eyebrows and help enterprises to resume work.

The Disciplinary Committee of the Siming District Discipline Inspection Commission of Xiamen City is based on the actual situation of the local clothing ordering committees. During the epidemic, the business bureau was normalized to improve the awareness of service and resolve corporate demands as soon as possible. Some time ago, a large -scale local ordering meeting of Tuber Group was hindered in coordination of the venue. The responsible comrades of the Siming District Commission for Discipline Inspection immediately contacted the Commerce Bureau to solve the corporate problem. The District Commerce Bureau immediately transferred eight cadres to provide coordinated services for 6 consecutive days to help the ordering will be successfully completed. The business environment is constantly optimizing. Enterprises have left, settled down, and got roots. It is the focus of precision supervision, follow -up supervision, and real supervision of disciplinary inspection and supervision organs at all levels in Fujian Province. At the same time, there are many departments that are closely developed with shoes and clothing enterprises. Once these departments have "medium obstruction", they will inevitably affect the operation and development of the enterprise. In this regard, disciplinary inspection and supervision agencies at all levels in Fujian Province also attached great importance to it.

On August 17, when I walked into the factory of Sanwei Shoe Industry in Putian City, listened to the sound of the rumbling machine, and watched the hot scene of the workers, Zheng Xinhua, the company's legal representative, showed a smile. "Previously, due to the requirements of the enterprise's real estate restrictions, our factory was seized. After submitting relevant information, we have met the conditions, but they have not been able to unblock it." Zheng Xinhua said that the factory had to lose a lot of money for a day. Remove "sealing" and return to production quickly. The Discipline Inspection and Supervision Team of the Municipal Discipline Inspection Commission's Discipline Inspection and Supervision Group in the Municipal Bureau of Discipline Inspection has mastered this situation. After investigation, the group found that Tang Moumou, deputy director of the real estate registration center of the Municipal Natural Resources Bureau, had a slow as a problem during the business of the real estate restrictions of the enterprise. , Affecting corporate financing development. In the end, Tang Moumou was punished by an administrative warning.

"There are still nearly 160 merchants who have not been able to transform into the modern business service area. The newly built international shoe and spinning city supporting facilities are incomplete. The group inspected the Chenyu Town of Jinjiang City, focusing on the above problems. Inspection not only discovered the problems on the face, but also thoroughly tapped the deep -seated problems in industrial development, which played an important role in promoting the development of local shoe and clothing enterprises. Through the inspection, the problem was found and the responsibility of rectifying the rectification, the difficulty of the difficulty of the shoe and clothing industry was solved, and the relevant enterprises were affordable.

In March 2021, the Quanzhou Municipal Party Committee organized a special inspection to optimize the business environment. The inspection team of the Jinjiang Municipal Party Committee included "cross -border customs clearance services to be strengthened" into one of the issues such as the Commercial Bureau and other functional departments. The pilot of the spinning market procurement trade realizes the integrated model of all port customs clearance in Xiamen Guan District, and has effectively promoted the rapid growth of exports. With the continued deepening of inspections and rectification, Chen Yanzhen's business environment continued to optimize, and the agglomeration effect of the procurement trade of Jinjiang Shoe Textile City market was initially emerged. There are currently 1,395 enterprises and merchants, with 12 categories of goods exported, spreading all over 163 countries and regions.

"We will use the pain points and blocking points that hinder the development of the enterprise with strong supervision, and provide a strong guarantee for our province's shoe and clothing industry to continue to become bigger and stronger, and further activate the development of related enterprises' development." Fujian Provincial Commission for Discipline Inspection The relevant person in charge of the Supervisory Commission said.

(This article was published in the 1822 issue of "China Discipline Inspection and Supervision" magazine, the author: Ho Zhishun You Tingzhuang Zhuang Shiying Dong Feichen)

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