原文二
China's Garment Industry builds its own brand
By Tetsushi Sonobe，Dinghuan Hu，www.51lunwen.org/transample/ Keijiro Otsuka.October 2002.Process of cluster formation in China: a case study of a garment town [J].The Journal of Development Studies.P: 118 – 122.
The current trend of world economy globalization makes it necessary for enterprises especially for those industries that already face a saturated domestic market to carry out international operation. Only by entering international market searching for new growth can enterprises sustain and improve their competitive ability However, the gross condition of Chinese enterprises' international operation is at the Beginning level and still has along way to go.
Textile industry is one of the traditional pillar industries of China's national economy. Ever since1 994, China's textile industry has maintained N o.1 place in the world on its production outcome and export volume. China's textile industry has already taken an important role in the world. However, from the perspective of the international competitive, our textile industry lags far behind those world textile leading countries concerning enterprises scales, production structure, technical equipment and managerial level. Although China is a world-recognized large textile country, it 's far from being textile country .After China's accession to WTO, it is necessary for China's textile industry to carry out international operation on a higher lever. But currently, most of our textile enterprises are still at the international trade level and share the common problems such as small amount of investment, scattering of operation, lacking international operation strategy and so China plays an extremely important role in world apparel manufacture. Statistics Indicate at China ranks the top on textile and garment manufacture and export .In sharp contrast to the status, China rarely has it sown world renowned brands. Through industrial analysis, we found at China relies solely on low cost and Scale production while no to n brand. Chinese apparel enterprises execute licensed Manufacturing for leading brands, charging processing fees in percentage of sales price. However, the fierce competition of apparel industry propels world brands to further lower their costs, therefore the profit margin left f or local firms is smaller and smaller .Meanwhile ,so me less-developed countries tend to replace mainland China as new processing bases .While many local firms concentrate too much on licensed manufacturing，neglecting the development to their own brands .To make it worse, the violent attacks of world brands bane local brands after China's entry of WTO.
Which way will Chinese apparel brands step on?
Holding this question, the author read Michael E .Porter's theories of competitive Advantage and competitive strategy, D avid A .Aaker's brand equity theory, as well as latest discussion on brand theory and subjects on fashion industry. These theory and topics do contribute a lot in guiding the globalization of local apparel brands, which can use previous experiences of other countries for reference. Nevertheless, not all western theories customize and provide explicit advice to local firms. On this ground, the thesis raises six hypotheses and reaches conclusions through plenty of case analysis and theoretical demonstration.
First, lack of competitive strategy is the key point of the Chinese apparel makers' backward state. Many local firms without explicit strategy focus on short-term Interests and can hardly gain competitive advantage and excessive profits. Given the current situation of our target firms, the most appropriate strategy is the focused Differentiation one.
Second, building global brands is an important approach to eliminate laggard, for brand is a valuable strategic asset and the major source of competitive advantage, Bringing high returns consecutively. The author divides local apparel firms into three categories
