The Original Certification System Helps Japanese Garment Enterprises Get Rid Of Price Competition.

"Clothing manufacturers need to integrate fabric manufacturing." -- Temura Enobu

"Today is the era of retail industry, and we need to feel that we are in line with the times." -- Miyake Masahiko

"Japan's production areas are gradually shrinking, and cooperation among various regions is actively developing." -- Kaihara Ryoji

With the increase of production costs in China and other places, the increasing demand of consumers for the safety and quality of commodities, and the implementation of the tax exemption system for foreign tourists by the Japanese government, the commodity of Japanese origin is once again widely concerned. For this reason, Japanese enterprises also participated in the international fabric exhibition Milano Unica for the first time. How to make use of this opportunity to seek development, Temura Enobu, director of fiber industry class, Japan economic and trade province manufacturing industry bureau, chairman of Japan Fashion Week Organizing Committee (JFW), chairman and President of TSI Holdings and Miyake Masahiko, chairman of KAIHARA company who is responsible for fabric business in JFW.

　　 Global recognition of Japanese fabrics

Miyake Masahiko: Based on the rules formulated by the Ministry of industry and Commerce of the Ministry of industry and commerce, we are preparing to start the certification of Japanese products. The details will be decided jointly with the entities of the JAPAN APPAREL FASHION INDUSTRY COUNCIL, the Itochu Fashion System company and the ORANGE AND PARTNERS company, which are responsible for advertising and public relations. We hope to announce a better integrated plan within the year. The main direction that has been decided is to carry out the two stages of weaving, knitting and dyeing finishing in Japan, and to certify the products made in Japan.

With the help of the Ministry of economy and trade, the Japan trade promotion organization and the help of KAIHARA, we have participated in exhibitions such as Milano Unica.

Temura Enobu: when I took up the post of Japanese textile industry department in July, I visited various textile producing areas in Japan, and I learned a lot about the overseas orders returned to Japan when the Japanese yen appreciated. As a result, I know that Japanese manufacturing industry is once again well received by all sides. Japan's textile industry is divided into smaller processes, which in itself is a more rational business model in terms of economics. At present, the popular fashion in Europe is the European fast fashion business mode that can provide fashion products in a short time with low cost. So the situation we face is how to ensure Japan's advantages and how to push it into the global market.

Temura Enobu: in the Milano Unica and PREMIERE VISION exhibition, Japanese fabrics were highly appraise. Compared with the period when Japanese fabrics were exported in large quantities, there were some changes in buyers and sellers. It is not easy to maintain the continuity of spanactions. Therefore, it is necessary for enterprises to spanform from general materials to high added value and functional materials, so as to achieve differentiation.

Kaihara Ryoji: because of the fierce competition, fabric enterprises play a strict compliance with the time of delivery and guarantee the advantages of high quality, and it is more important to participate in the market war through non price competition. Surviving enterprises should actively demonstrate their awareness of the outside world. Although fabric manufacturers have developed many Japanese high quality products, they lack sales targets and sales strategies for overseas markets. However, the exporters' business centers on the finished products business, and fewer people really understand the fabric. If the small and medium-sized fabric enterprises themselves sell directly, it will be more difficult. Therefore, if we want to push Japan's fabrics overseas, it is important to find good agents or coordinate enterprises.

Although Japanese fabrics are highly valued in overseas markets, they are still unable to defeat overseas enterprises in terms of quantity and price. Therefore, we need to make use of added value to survive through non price competition. In addition, no matter how cheap the price is, if there is no delivery on time, or quality problems, the spanaction will not continue. For high end market oriented enterprises, punctual delivery and quality stability are crucial advantages.

Miyake Masahiko: although Japanese fabrics are adopted by Italy and France's big brands, and they are constantly being affirmed, it is not easy to sell overseas products as finished products. Although the brand has been acting, it can not be said that progress has been made. It can be seen that the fabric is completely different from being sold abroad in the name of the brand. Therefore, it is necessary for enterprises to join hands with the concept of "cool Japan" to jointly promote the branding process of Japanese original products.

The Japanese apparel industry association, founded in October last year, completed its corporatization in October this year. The original three businesses are the training of young people, the quality assurance of safety and safety, and the certification system of Japanese origin products and Japanese products. After the corporatization, the association will speed up the promotion of the product certification system in Japan. I think the process of branding is slower now, and branding is the most important part.

　　 Horizontal promotion of industrial linkage

Temura Enobu: many Japanese consumers have seen the world's products and have very sharp eyes. The value chain of textile industry is relatively long, and there is a certain distance between material producers and consumers. Therefore, it is relatively difficult for fabric producers to develop consumer psychology. Today, the trend of direct integration between manufacturing industry and retailing industry between manufacturing retailers and fast fashion industry has emerged.

When apparel manufacturers and fabric manufacturers integrate, if the two intentions are not consistent, then Japan's product certification system will not succeed. At present, the case of manufacturers directly selling products to the world has emerged. For example, Misaki Sato fiber company has integrated production from yarn to finished products, spanporting products from Yamagata Prefecture, Japan to the world. In view of such activities, we will consider providing assistance in the future.

Kaihara Ryoji: it is not easy for fabric manufacturers to set foot in the retail industry immediately. Nowadays, it is no longer a time for buyers to come to the door. Although enterprises can produce quality products, they need to be actively promoted. First of all, we should correctly convey our meaning to the clothing manufacturers, such as "we are developing such products", or "we want to do so". Through information feedback, fabric enterprises can explore opportunities to develop new products. In addition, enterprises should also collect opinions from exhibitions and use them in product development.

Miyake Masahiko: the Japanese product certification system was primarily woven fabrics. Now, knitted fabrics, pajamas, bedding and bags are also attracting much attention from the industry. Therefore, we will take clothing as the basis and expand the meaning of Japanese origin commodities to clothing, food and housing. As a result, Japanese clothing products can be promoted together with the most popular Japanese cuisine in Asia. In addition, we will continue to promote overseas through the joint hosting of the Tokyo International Film Festival and the linkage with related industries.

Temura Enobu: compared with the past, the enterprise strategy is more diversified. It needs the support from other industries. As part of the concept of "cool Japan", it should not only be limited to clothing and fabric, but should be combined in various fields. In Japan, some localenterprises have joined hands with local food and tourism resources to create local revitalization activities. The government also hopes to provide support for the promotion of local publicity activities. The Ministry of economic and trade province takes into account that fiber is used not only in clothing but also in other industries, so it has always attached great importance to the cooperation between fiber industry and other fields.

　 　 Sharing information Achieve win-win results

Kaihara Ryoji: affected by the rise of energy costs, the most serious reduction of production scale is the dyeing industry.

Miyake Masahiko: due to the depreciation of the Japanese yen and the narrowing of the overseas price gap, orders for domestic sewing enterprises in Japan are recovering. At this time, the problem to be solved is how to ensure the labor force.

Kaihara Ryoji: Japan Consumer The requirements for sewing process are very strict. These sharp consumers are often producers at the same time. The Japanese manufacturing industry has been considering how to do better. Although there is no advantage in terms of price compared with overseas sewing products, the domestic sewing enterprises in Japan are more prominent in dealing with delivery dates and dealing with the quarterly orders. At the same time, with the deepening of sewing technology innovation, enterprises will also need to introduce equipment that can increase productivity and technical force in the future. Talent, the current overseas trainee system is only 3 years, it is difficult to achieve technological accumulation. If we want to improve the impact of Japanese commodities, we need to extend the time for overseas trainees to 5 years, or to provide Japanese graduates with an environment to learn and practice in enterprises.

　　 Temura Enobu Due to the rising cost of fuel and dye, the situation of dyeing and finishing industry is becoming more and more serious. Orders also tend to be multi variety, small batch and short delivery period. I think companies need a grand plan to predict the number of harvest orders according to the target market demand. Whether Japan is a target market or an overseas market, enterprises should make different strategies. Although the reduction of domestic market demand can not be avoided, the Asian centric market is developing rapidly and the Middle East market has the potential to expand. A company that has a clear vision will give life an impression.

Miyake Masahiko: in the Prato area of Italy, in order to replenish labor force, it is accelerating the introduction of personnel from China. The arrogant commodities known as Italy's original products are also gradually decreasing.

Kaihara Ryoji: Japan's production areas are gradually shrinking, and cooperation among various producing areas is actively developing. For example, in the weft yarn of the original 100% woolen products, it is necessary to add long fibers or to convert long fibers into staple fibers. This kind of cooperation protects the steady development of Japanese manufacturing industry. In addition, if we can achieve information sharing on the manufacturing variety and production volume of enterprises, we can deal with unexpected orders, especially for the common varieties and short delivery dates.

Miyake Masahiko: dyeing and finishing needs a certain scale. If small and medium-sized enterprises do not collectivize changes, the survival of enterprises will be threatened.

Temura Enobu: the industry also needs to have the function of "headquarters". Sharing information such as what kind of equipment, how to promote, how to promote and how to segment it in the market. In addition, enterprises need vision for big market.