Home >

Zhuhai Garment Industry Is Facing Bottlenecks In Brand Development

2008/9/24 14:28:00 66

??? 日本語 Fran?ais English 中文

Facing fierce market competition, Zhuhai garment industry needs to emphasize its tight encirclement.

Over the past two years, the Zhuhai garment industry, which is dominated by small and medium-sized enterprises, has encountered numerous difficulties due to the impact of RMB appreciation, quota policy fluctuation, human resources shortage, labor and raw material costs continued to rise.

Looking for the prospect, where should the clothing industry of Zhuhai lie for many years to break through the bottleneck of brand development?

Is it the time for enterprises to join together to "get together and keep warm" to tide over difficulties, or do they expect the government to act as a "life-saving straw"?

Some local small and medium-sized garment enterprises operators told their voices to reporters.

There are many frustrations in brand management.

"We are struggling."

PAUL, a Hongkong businessman who has been in Zhuhai for many years, sighed, and many of his colleagues were "unable to sustain it".

He has been in the garment export trade for more than 10 years, and has his own garment processing factory in Doumen, which is experiencing a drop in the profit of exporting a garment to the most bleak time.

Nearly a month ago, he could still be fortunate to have pferred the main exporting countries to Switzerland and other European countries in time to avoid the exchange rate effect of the appreciation of the renminbi against the US dollar, but now the renminbi has broken nine against the euro.

He still believes that garment processing is always done by some people, but from the perspective of survival, he marked the jeans produced by his factory as early as possible, trying to make his own brand, hoping to get more added value.

But self cultivation of brand is not necessarily a smooth road.

Ms. Lee founded the cashmere sweater brand "Sha do" in Zhuhai three years ago. Recently, she is still working hard to retain the store in the shopping plaza of Jida, and it is said that the foreign clothing business intends to make higher bunk rents to the market.

In the past three years, she has been making profits from the OEM processing of domestic brands such as Ordos in the past seven or eight years to cultivate the brand market of "Sha Duo".

In the environment of rising labor and raw material costs, processing profits are becoming thinner, which makes it difficult for the "Duo" to continue to need large capital investment.

She described the "double-edged sword" power of "brand": "sador" does not lose the big number in the product quality, but it is because the brand is not mature enough, and its popularity is not big. When it sells, it often can only play four to half off, but "Ordos" can sell high price.

In addition, it is also more difficult to find a shop in such a large shopping mall.

If the brand can't get into such a field, the days will be even more difficult.

After a lot of confrontation, she said with some excitement, why can't the government help Zhuhai's local fashion industry brand and give priority to the local shopping mall?

Eight Immortals crossing the sea

Six or seven years ago, Zhuhai women's clothing brand, such as Wiseman, AZONA, kasso, Olenti and yakatu, had been known at least in the local and regional markets. But to this day, it seems that these brands are still maintaining the impression of the outside world on Zhuhai's clothing industry, except for a few rising stars such as YouAREYou and Shang Yu, and the "big names" and "exceptions" of the domestic women's clothing industry that shifted part of the design and production process to Zhuhai.

In the meantime, Shenzhen has already taken the lead in the production of women's clothing in Hangzhou, and Humen has also become a famous garment city on the wholesale market, though it has recently suffered from "bad luck".

"Making a brand is like Eight Immortals crossing the sea.

It has something to do with weather, geography, interests and people.

Mr. Olenti, founder of Mr. Xie concluded.

He said, in order to make brand, clothing products development, production and sales of the three links, individuals most value development and sales.

Some clothing companies can not get good fashion designers, and product development has been at a low level, unable to track the latest international trend and lose in competition.

He has benefited from family members who are also engaged in garment industry in Hongkong, and have gained more resources in cloth supply, style design and so on.

Starting in 2001, Olenti now has 38 self run stores and more than 130 franchises.

He used the word "prudence" to describe the business attitude, because he has been developing snowball since his venture up to now. He worried that the speed of the capital chain would not keep pace with it.

The six or seven other small and medium-sized local garment producers interviewed by this reporter were all in one voice. Getting loans is almost impossible. They can only rely on their own efforts. Of course, they often miss the opportunity to influence development.

Ms. Lee once went to the relevant government departments to seek loans to help SMEs, but because of the lack of valuable fixed assets, they could be mortgaged.

Factory machinery and equipment can not be mortgaged because of the high depreciation rate.

In addition, the imperfect local garment industry chain leads to the high cost of production matching, the difficulty of finding excellent designers and sales personnel, and the fact that large stores only welcome strong brands and ignore local brands, all of which are attributed to the various problems that Zhuhai needs to solve in developing clothing brands.

More annoyance is that they, as insiders, do not know exactly how Zhuhai's overall clothing industry is positioned.

Where is the way to break down?

"Wiseman" and "exception" dress provide two different brand development ideas for local clothing enterprises respectively.

"Wiseman" has the largest clothing production scale in Zhuhai. It has about 6000000 sweaters per year and more than 300 chain stores in the whole country.

The people in the industry evaluate the rise of "Wiseman"? Script src=>