Major Challenges To China'S Export Competitiveness Of Silk Products

Data show that in 2014, China's silk products export competitiveness ranked fourth in the world, ranking in the EU (37%), India (24.83%) and Turkey (17.30%).

Although the share of the country's silk exports accounted for 89.16% of the world's exports (by volume) and 78.82% (by volume), it continued to decline faster than the previous year, especially the export of manufactured goods, and it did not rise or fall in the appeal of brand innovation and internationalization.

The group is also facing difficulties.

"High end is not comparable to Hermes, Prada and other international top brands. We lost the cost advantage in the middle end, and we were caught up in Turkey, India.

It's hard to get up. Later, Ling Lan Fang had a meal. "I can't go back."

The root of all these difficulties is, in the final analysis, that the scale of Zhejiang silk enterprises is generally small and the added value of brands is not high.

Vice president of China Silk Association

Once said,

Silk clothing is of the highest quality in the whole country, but the export price is only 1/6 of Italy and France. 1/2 of South Korea is watching the high brand profits being taken away by foreign businessmen.

"The time is changing, the consumer is changing, our brand awareness is also updated every day."

Ling Lanfang is also aware of the importance of the brand. He told reporters that the total output value of cocoon silk in Huzhou is about 12 billion yuan, but this is only the initial processing.

If we extend the industrial chain and enhance the added value of the brand, we can quadruple the total output value and reach 50 billion yuan.

In fact, not only the Silk Road Group, but also Hangzhou silk enterprise, all of which is striving for breakthroughs in brand innovation.

From the acquisition of MARCROZIER from French silk enterprises to Hermes from "Hermes", it is the pition from OEM to ODM, and finally the pformation and upgrading of its own brand.

It is understood that in the downturn of the whole silk industry in 2014, the profit of the silk main industry increased by 10% compared to the same period last year, and the profit increased by 7% year-on-year.

However, the shaping of brand cognition is a long process.

Foreign high-end luxury brands have been adhering to and inheriting for decades, hundreds of years or even hundreds of years, constantly innovating and accumulating. Behind the brand is a thick cultural accumulation. The product is integrated into the cultural implication of a nation, which has been shaped by the wave of the market, and finally due to the high recognition of consumers.

"Because of the late start of brand building of Chinese silk enterprises, the establishment of famous brands requires the systematic cooperation and efforts of all parties. This process will take a long time."

Insiders said.