The Strategy Study Of China Textile Industry Development From OEM To OBM

The textile and clothing are the important goods in the international trade, and also the most sensitive products for the economic interests between the import and the export. Since long ago, the exportation of our textile and clothing is preserving the growth trend continuously. While seeing the fast development of the textile industry, we also must soberly realize our textile industry still pause in the general processing stage, the influence of the brand is small, public cognition is quite bad. These cause it is very difficult for our textile and clothing to enter to the international medium and high consuming market. Based on the above questions, the paper researches the future development strategy of the textile industry.By means of the game theory, the paper establishes the theory modular of China textile OEM model. Based on a series of hypothesis, it analyses the preposition and the effect of the OEM model, and then generates the conclusion that the price goes down due to the increase of enterprises and the enterprises can win the maximum profits only under the condition of monopoly. As the textile market is equal to the complete competitive market, and contains a lot of competitors, it's almost impossible for the enterprises to maintain the maximum profit under the monopoly condition. Even through Chinese textile enterprises consume a lot of resources, even create much contamination, the profits which the enterprises get is quite slight.OBM is short form of Own Brand Manufacture,which means enterprises produce and sell their own brand products. Brand is the platform on which the enterprises form the core competitiveness, and has strong message function in the market game, information asymmetries of buyers and sellers can be resolved satisfactorily by the brand, so the brand is chosen as the future development strategy of our textile industry. The article concludes with the policies of the brand. The competition lies in the band differences, precise band positioning and band contents.