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Exports Of Clothing Enterprises Decline To Turn To Domestic Sales And Help Themselves

2008/11/26 11:14:00 22

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Enterprises tap the potential and save themselves

The international clothing brand ZARA perfectly combines the global supply chain information management and zero inventory management, and maintains fast and smooth links from design, manufacture, distribution to terminal retail. This is an important weapon for ZARA's success.

However, at present, there is hardly a Chinese clothing [2.37-1.66%] enterprise capable of such control. Clearing up goods and speeding up capital circulation has become a headache for enterprises.

In the past few years, Wang Yisheng usually sold the goods at a slightly lower price to Hongkong, Taiwan and other regions, but now the exchange rate and other factors turn to the mainland.

This year, a marked increase in the number of goods, he through agents to put the products in the mainland two or three line market discount sales to accelerate the return of funds, and new products are still placed in the first-line market does not discount or maintain a higher discount, the use of multi-level market to separate the price of the same brand different products competition.

Despite the difficulties of export decline, pressure from mainland sales and increased inventories, Wang Yisheng still did not see gloomy prospects for the clothing industry.

In addition to competing for the domestic market with "Lotte" and "Little Prince" brand, he is striving to further expand the export of his own brand to Southeast Asia, Western Europe and Russia.

In his view, after this round of fierce elimination, the whole garment industry will develop in a benign direction. This is actually an opportunity for down-to-earth enterprises. With quality, brand and good capital chain, it will break through and have new development in the industry's reshuffle.

As the development of the textile industry is facing unprecedented grim situation, the state is also further supporting efforts.

Following the two rounds of textile and clothing export rebate rates in recent months, the 19 executive meeting of the State Council held 6 policy measures to promote the healthy development of the textile industry. It referred to continuing to appropriately raise the export tax rebate rate for textiles and clothing. In addition, it also suspended the "real pfer" policy for the margin of textile processing trade, and made full use of the central foreign trade development fund to support textile and textile enterprises in marketing, R & D and M & A activities, as well as strengthening the technological pformation of light textile industry and promoting industrial upgrading.

Wang Qianjin believes that at present, the state's support policies for textile and clothing are basically adequate, but this can only reduce the cost pressure of enterprises, unable to reverse the situation of shrinking international demand, and more importantly, rely on enterprises to save themselves. Expanding the domestic market in the unstable international situation is a way to "winter".

He also pointed out that behind the slowdown in the growth of domestic clothing consumption, the polarization phenomenon between high-end brands and low-grade products has been increasing, which is different from that of the low-grade market. The middle and top grade clothing brands are maintaining a good sales growth trend and become an important driving force to support domestic consumption growth.

Yang Xun, chairman of JEANSWEST International (Hongkong) Co., Ltd., has a deep understanding of this brand. In an interview with our reporter, he said that the performance of JEANSWEST casual wear has maintained a 20% growth this year, and the sales volume in mainland China is expected to reach 3 billion 600 million yuan in 2008. This is mainly related to the strategy that the company changed from processing and manufacturing to "design + production + brand operation" as early as possible, and the brand effect plays a key role in stabilizing the consumer group.

Production is basically in the mainland of China, and JEANSWEST is also troubled by rising costs.

On the face of it, JEANSWEST is afraid to raise prices in the process of industry shuffling. This year there are no obvious changes in the retail prices of many styles in mainland China compared with last year. But in fact, the cost pressures are quietly being adjusted by adjusting the product mix. The proportion of basic prices unchanged has been reduced from 70% to 60%, while the proportion of fashion items is increasing. This year, the price of fashion items is raised by 6% per unit price.

At the same time, the price of new brand is 60% to twice that of JEANSWEST.

In addition, controlling the return rate is also an important factor in reducing the cost. Last year, JEANSWEST sold 50 million garments with a return rate of 2/1000, while the return rate of the entire garment industry was around 1%.

The domestic market is still the piece of cake, the difference is that the number of snatch increases, which makes garment enterprises do everything possible to manage.