Wenzhou Clothing: How To Get Out Of The Road?

Wenzhou Internet news reporter recently learned that two of the clothing enterprises are not optimistic information.

First, a Western-style clothing company, which specializes in naming clothes at home and abroad, can only rent part of the factory buildings because of its light business. First, a company specializing in low-grade product OEM, bought equipment last year, rented a factory building, and prepared to do a big job.

Is this a perplexity of a single enterprise or a bad sign of the whole industry?

According to Zheng Chenai, President of the Wenzhou clothing trade association, more than 2000 garment enterprises in Wenzhou (500 of the scale enterprises) encountered unprecedented crises in the turning point of the shuffle last year. The garment enterprises which mainly processed mainly reduced their orders last year, and the enterprises lost their initiative and got into trouble. Some of the main sales enterprises were back to the already overburdened manufacturing team due to their weakness, and the situation of many small and full businesses still existed, because of their lack of differentiation characteristics, it was difficult to highlight their competitiveness.

This week "fortune weekly" held a "Wenzhou clothing channel forum" jointly with the Wenzhou clothing trade association. At the same time, the reporter went to the Beijing Clothing Fair to interview the three thematic seminar on the clothing industry, hoping to bring valuable reference to the industry.

Industry planning docking ITAT group

Participants in this "Wenzhou clothing channel forum" are responsible persons from clothing companies such as Olympic, rookie, Kuai Shuai, Lin Zhong bird, holiday leisure, Verma, Chu man and Tong Sheng.

There has always been a common phenomenon in Wenzhou's clothing industry, that is, the mode of planting vegetables and selling vegetables, that is, the traditional form of self-produced and self marketing.

But this has been challenged at the moment.

Zheng Chenai, President of the Wenzhou clothing trade association, has a figurative metaphor. He compares "making clothes and selling clothes" to "growing vegetables and selling vegetables". He thinks that for most of the "species" and "do" people, the ability and way of "selling" are not as good as "selling".

Moreover, there is a principle hidden here. Vegetable dealers must not be satisfied with selling a dish. He will organize a "stock of goods" to sell, and will sell the vegetables to a bright place, and nurture "vegetable planting technology" and spread the catering culture.

This metaphor illustrates the rich design ability, production technology, sales psychology, customer satisfaction principle and culture cultivation principle of "selling".

Many garment enterprises in Wenzhou do not have the production capacity of "one lot of goods". Therefore, "OEM and procurement" are carried out in fact, large scale "counterfeiting activities" all over China.

Taking trade as a "center" to enhance the manufacturing level and cultivate and improve the clothing brand and clothing culture level, forming a dynamic and spiral development mode, such as side marketing, marginal production, practice, adjustment and promotion, has become a topic of the forum.

At present, a major event that Wenzhou garment industry is discussing is docking ITAT group (large scale international brand clothing and department store business).

According to Zhang Qiongyao, Secretary General of Wenzhou clothing trade association, at present, ITAT has more than 600 networks in the whole country, and the large network has ten thousand or twenty thousand square meters. Docking ITAT is a shortcut for development.

At present, most of Wenzhou's clothing enterprises are embarrassed that Wenzhou's clothing can't get into the National Mall, and the small shopping malls can't get in with them. Therefore, people in the industry have discussed that if there are 20 enterprises in Wenzhou to carry out the combination of advantages, and then cooperate with ITAT to create a relatively independent area, is it a beneficial attempt?

At present, there are already intentional enterprises such as Nu Shen, Kuai Shuai, Kalifa Te, O Boni, Arctic new talent, Ting Ji and so on, while holiday leisure, Verma, Chu people and Pepsi Lu are also actively communicating with ITAT institutions.

Kuai Shuo, O Peng Ni, Arctic newcomer, holiday entertainment, Verma, Chu man, Tong Sheng and other enterprises soon formed a consensus that they must complement each other and make breakthroughs. No matter what way they are involved, they must have long-term planning and establish a new company and even develop a listed company.

At present, these enterprises have set up a group of initiators, and will be in close contact with more relevant enterprises in recent days, in order to win the ITAT project.

Li Yanhui, a senior expert in the clothing industry in Wenzhou, said: "now is not the time to study the problem, we should take some practical actions to study how to start. At the same time, we should consider the premise not to abandon the manufacturing industry, but to feed the manufacturing industry through the business channel. We can learn from other people's practice, but we must combine the industry and the enterprises themselves, and go further and further in the big circulation.

Arctic rookie's marketing model has been an unprecedented success in Wenzhou. In the past year, more than 100 stores have sprung up and even big stores have sprung up.

Ni Xueshan, chairman of the board, is pleased that the Arctic rookie has also made breakthrough progress in Carrefour, ranking first in the sales of Arctic rookie underwear in Jiangsu, Anhui and other places, with a single daily sales of 60 thousand yuan.

Ni Xueshan said that the rookie of the Arctic has been brewing new development pathways. It is easy to walk into a blind alley by taking products or brands, and it should be considered from the perspective of Commerce.

Diversified development mode of enterprise development

Enterprises themselves are also thinking about actively upgrading.

In this regard, Wenzhou garment enterprises have already set a good example for their forerunners: for example, the virtual roads of several casual wear enterprises in Wenzhou have gone through more than 10 years, and have gone out of the tens of billions of annual sales.

however

For the vast majority of small and medium-sized enterprises, what will the virtual market win?

Listing is not even taken for granted.

Therefore, we must take the path of development that suits us.

It is worth mentioning that tengxu clothing, while doing its clothing export, operates Italy women's clothing brand TRACE, and integrates resources such as international design masters. It is exploring a brand new path mode with a high starting point. It is worth many enterprises to follow suit.

Wang Keming, chairman of Tong Sheng clothing, introduced his own practice: to divide the business into blocks, one is professional production, the other is professional multi brand marketing, and one is management consultation; for this reason, he merged several small companies, invited experts and professors as advisory groups, and absorbed the management mode of Japan.

In addition, he also grafting high-tech software to do it? Script src=>