Shaoxing Self-Created Brands reach out to foriegn buyers

13 Dec '06

2 min read

After five years of China's accession to World Trade Organization, textile enterprises in Shaoxing County have covered a road from 'Original Equipment Manufacturer' (OEM) to 'Self-Created Brand'.

Recently, a large textile enterprise in Shaoxing County received another big order from the US. The foreign buyer named to purchase 'Yulong' brand luxurious fabric from the company. In the company achievements showcase, one can see the registration certificate of this product, and this enterprise has obtained over 3,000 such copyright certificates in five years.

Major players believe that the registration of such works was very important to not only to them but also for foreign importers, as they felt reassured to buy these self-created brands and boost the sales.

Soon after China entered WTO, the large-scale opening of international market prompted the release of the manufacturing capacity of textile industry. However, more than 98 percent of the export products lacked their own brands, so the sustainable development of textile industry was troubled by thin profit and a middle and lower-ends image.

In order to break this impasse, in the last five years, Shaoxing County invested 50 billion yuan into the transformation of textile equipments, introduced more than 400 personnel in overseas development and marketing. The export proportion of their own created brands has increased from less than one percent to over 10 percent now.

The latest statistics show that this year, China's textile and garment industry's overall profit has increased 31 percent over the same period last year.

Fibre2fashion, News Desk - China

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