关于我国服装出口亟待自主品牌国际化的研究

The Study on Our Clothing Exports to the Internationalization of Independent Brands

一流企业卖品牌,二流企业卖技术,三流的企业卖产品,四流企业卖苦力。我国是服装制造大国,但不是服装创造大国。为了应对国际金融危机,国际贸易贸易摩擦和纠纷、提高国际化经营的效益,必须改变90%靠贴牌生产出口的局面,亟待发展服装自主品牌出口,转变服装出口增长方式。本文通过服装自主品牌识势、品牌蓄势、品牌造势、努力提升打造品牌的执行力,不仅要打造服装自主品牌出口,而且要形成服装自主品牌国际化经营之势,从而实现由OEM向OBM的转变,实现由服装生产大国向服装品牌大国的跨越。

The first-class enterprise sells brand,second-class enterprise sells techniques,third-class enterprise sells products,enterprise sells fourth-rate coolie.China＇s clothing manufacturer,but not big creative clothing country.In order to deal with the international financial crisis,international trade,trade friction and disputes,and improve the benefit of internationalization,must change the 90% export production by OEM to independent brand clothing export,changing clothing export growth mode.This paper discusses that clothing independent brands need to undergo several stages,brand indentifying,brand saving,building up brand and brand execution,not only to create independent brand clothing exports,but also to form independent brand clothing internationalization trend,realizing the transformation from OEM to OBM and from clothing production power to clothing brand power.