The Growth And Development Model. Peacebird Brand Analysis

After years of development, China's garment industry have made remarkable achievements and become the "world's apparel factory", and the apparel products Made-in-China have long been put on the shelves of shopping malls all over the world. However, on the other hand, we should also be soberly aware that China's garment industry is "huge but not strong", and this feature has no change so far. And the development for this industry is still mainly dependent on the advantages of low labor costs. We still lag far behind the peers from the developed countries in Europe and the United States in such core elements as technology, branding, design, marketing, and development model, and we are still in the low-end and subordinate position of world's garment industry chain. This situation has become the Achilles heel of China's garment industry, and has a serious impact to the sustainable development of our industry.How should we, the practitioners of China's garment industry, deal with such serious challenges to seek the "Blue Sea" for our industry's survival and development? This is a major issue related to the long-term development prospect of China's garment industry. For this, combining of his years of experience in apparel industry, the author of this article is trying to put forward his own views and to provide some ideas to inspire the new thinking.In this article, the author firstly introduced the development history and the status quo of world's and China's garment industry, and then analyze the core competitiveness of China's apparel industry, using Michael Porter's Competitive Strategy and Competitive Advantage Theory, as well as the Value Chain Theory, core competitiveness and brand management theory. And combining the development process and nowadays operational status of Ningbo PeaceBird Group and comparing the operation approaches with the international fashion brands, the author proposes the corresponding development strategies for the different types of apparel enterprises in China; especially, via comparisons with and analysis on the development mode of "Fast Fashion" apparel brands popular in today's international market, the author is trying to explore a viable way to future development for China's garment industry. This is essential and has a strong practical significance for the long-run development of China's garment industry and to enhance the competitiveness position of the industry in the international market.