How To Pform Garment Export Enterprises Before Crisis?

　　出口服企浩亨公司轉型國內市場發展啟示錄 　

The subprime mortgage crisis in the United States triggered the financial tsunami that affected the world. China's textile and clothing exports were inevitably affected. In the face of the appreciation of the RMB exchange rate, rising labor costs, high oil prices, tight coal, electricity and oil capacity, the clothing industry entered the "severe winter" period.

For export oriented enterprises, how can we seek breakthroughs in such a market environment?

In December 12th, sponsored by Dongguan Hao Heng Clothing Co., Ltd., Guangdong provincial model industry association and Dongguan textile and garment industry association, "confidence and development, G.I fashion men's domestic market development and G.I fashion men's domestic market development and investment conference" were held in Beijing Great Hall of the people. Dongguan Hao Heng Clothing Co., Ltd., who is good at making out of order, stood on the strategic thinking of accelerating pformation and upgrading, and successfully launched the brand culture of the brand G.I fashion men's clothing. It opened up an innovative channel for the pformation and development of export enterprises in the predicament.

Financial crisis hits export enterprises in predicament

The current international financial crisis has spread from the virtual economy to the real economy. China's foreign trade has been greatly impacted and impacted by the foreign market. Many enterprises' orders are shrinking rapidly, and production and operation are facing serious difficulties.

Founded in 2001, Hao Heng company has been selling well in developed European countries and Southeast Asia, and its export business has increased by more than 70% annually from 2002 to 2007.

Beginning in May 2008, some American and Australian customers who had worked with Ho Heng for eight years indicated that they would end their clothing business in China from next year.

Orders for customers in Paris, France, also decreased by 2/3.

"Especially in this winter and the spring of next year, there are few foreign orders. It is a terrible thing."

Hao Heng general manager Zheng Jianpei said.

The global financial crisis in 2008 was a fatal blow to the fictitious economies of western countries.

How to change the disadvantages into advantages, protect the industrial foundation that has been put into production for many years, and constantly open up new markets, become the key to the export oriented enterprises to effectively resolve the immediate crisis and to adjust the direction for the long-term development strategy in the future.

"Ho Heng's brilliant export business has shrunk sharply this year. When our foreign export enterprises are confused and hesitant, Premier Wen went to Guangdong to cheer the enterprises in the Pearl River Delta. He said that shoes, clothing and toys are all necessities of life. There can be no market. The key is to constantly develop new products, increase new varieties, improve the quality of products, open up new markets, diversify the market and enhance competitiveness."

Hao Heng chairman Zheng Jianpei said.

The head of the Ministry of industry and information technology, in an interview with reporters, said that no matter what crisis the international economic situation is facing now, the prosperity of the real economy is still a symbol of national prosperity. The traditional industries such as clothing, food, housing and travel can never be without market.

Under the situation of financial crisis, export enterprises should seek opportunities in the crisis, actively explore the domestic market, create their own brands, promote industrial upgrading and enhance their competitiveness.

　　危機面前主動出擊

Shortly after the impact of the international financial crisis on the domestic economy, the central government explicitly proposed expanding domestic demand and promoting economic growth, and in November 19th, it issued ten specific measures to invest nearly 4 trillion yuan to stimulate domestic demand.

This good news has prompted exporters to re-examine the domestic market from a developmental perspective and adjust the pformation and development of enterprises.

"In terms of China's textile and apparel industry, domestic demand accounted for about 60% in 2000, and this year accounted for nearly 3/4, while the proportion of domestic demand continued to increase while the total volume continued to expand.

Especially in the future, as China's per capita GNP continues to increase and its domestic strength is increasing, people's demand for consumption, especially for fashion like fashion, will continue to increase.

Yang Jizhao, Secretary General of the China Textile Industry Association, said, "despite the current financial crisis, foreign orders are declining.

However, China's textile and garment enterprises should build their own brands and constantly enhance their competitiveness. In particular, we need to refine the clothing classification to effectively divide women's clothing, men's clothing and children's clothing, and create famous brands in their respective fields. At the same time, we should train experts from both inside and outside the market, enhance their professional skills, keep pace with the international trend, adjust their product mix in a timely manner according to market demand at home and abroad, and adjust their trade growth mode.

Like Hao Heng company, it is a good measure to adjust the situation and adjust its strategy in time.

"We find that the market positioning of the domestic clothing market brand manufacturers is mainly focused on the mass leisure and mass sports clothes mainly based on Cola culture consumers, and the three consumer markets, such as tea culture, business clothes, formal clothes, middle-aged clothing, children's clothing, etc.

However, the fashion and personality clothing, especially fashion men's clothing, which is targeted at the consumption of coffee culture, has not yet had large-scale enterprises in the country.

After fully studying the domestic market, Zheng Jianpei launched the brand of G.I timely.

Like ho Heng, a company that has been making OEM for foreign brands for a long time, technically speaking, it can produce the same quality products as those of famous brands abroad, and the price of its products is 1/3 cheaper than that of foreign similar products.

"A series of policy measures to expand domestic demand provide an opportunity for export oriented enterprises to turn to domestic markets.

Instead of making foreign clothing for the foreign brands and earning a little bit of processing fees, why not draw on the marketing methods of foreign brands, and form their own unique schools according to the national culture and consumption habits, so as to enlarge and strengthen their brands?

Jiang Jianye, Secretary General of the Guangdong Academy of Social Sciences and the famous brand strategy promotion committee of the Chinese Academy of Social Sciences, praised G.I's own brand.

　　準確品牌定位搶灘男裝市場

Under the pressure of a sharp decline in export performance, Ho Heng decided to pform and open up the domestic market for G.I, a high-end menswear brand. There are bigger opportunities behind the crisis. Seize this historical opportunity and try to brand the second tier cities in China.