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Hangzhou Bay Returnees

2008/12/29 13:26:00 48

The cold wind of the financial crisis has made many foreign trade industries nugget chill, and foreign trade clothing enterprises are no exception.

Since the second half of this year, there are many examples of "returnees" clothing brands turning around guns and moving to the domestic market.

At the end of the year, some clothing enterprises in the Hangzhou Bay area, which had previously done foreign trade simply, have made plans for the coming year. One of them is to enter Hangzhou, the place where costumes must be fought.

There are many things that they are doing in the shopping malls and stores.

　　“海歸”起洋名搶灘本土

The name of Changxin's "multi Mongolia Jiale" has always been familiar with clothing manufacturers in France and other places.

The goal of completing the export plan this year will be lost. The company pliterate its own French clothing brand to a rather feminine "Bishu doffer" to push the national market forward.

"We are talking about entering a large shopping mall in Hangzhou, and we also want to locate the suitable flagship store in Hangzhou's prosperous business circle."

Vice President Li Qi admitted that since September, only a few months, the company has opened 16 direct outlets in the Yangtze River Delta region, but has always wanted to use the Hangzhou women's clothing capital platform to create a brand and take a firm foothold.

As a rookie of clothing brand in China, how does "Duo Meng Jia Le" that is gorgeous turn around?

Li Qi said that the company has more than 10 square meters of manufacturing base in Changxin, which can produce 8 million pieces of clothing every year, and there must be reliable quality.

Especially in cowboy clothing series, it has a unique secret recipe, which will also become a favorable weapon for entering the Hangzhou market.

In addition, "multi Mongolia Jiale" has also set up the fashion department specially, and has increased nearly 50 people from planning, design, sales and other links. Aiming at the domestic market trend, we have developed more than 200 types of garments and set up a special production line for domestic products.

"We have collaborate with Donghua University in brand marketing. Next year we plan to add direct sales outlets and more than 30 franchisees."

Li Qi is confident that he will seize the domestic market.

　　初涉內(nèi)銷避開(kāi)正面交鋒

Although there is no such thing as "multi monks and good luck", the "monks and textiles" of foreign monks in Hangzhou have a bright spot.

Just a month ago, Xinhua Road opened the first store in Hangzhou, "style", from another clothing capital, Ningbo.

In the 10 years of development of foreign trade, there are few experience in opening up the domestic market.

"As a provincial capital city, the flow of people in Hangzhou is very large, and local white-collar workers have strong spending power."

Sun Qiang, general manager of "Shi He", said they also saw fierce competition from women's clothing.

For this reason, "style" and "choose" avoid the positive confrontation and win by chance.

In their store in Xinhua Road, you can find various kinds of derivative products in the clothing industry, such as scarves, hats, sunglasses, leather bags, belts, etc., but you can't see women's clothing.

In the context of economic crisis, consumers have a more acute sense of commodity prices.

In this regard, there are also a set of strategies.

At present, "type" and "60%" products are priced below 100 yuan, and 30% products are priced between 100 yuan and 200 yuan.

Sun Qiang said that as long as the price of goods is increased, there is no fear of no market.

　　“轉(zhuǎn)型之期，難免陣痛”

Is it necessary to return the local clothing brand to the mainland?

Sun Qiang's argument is that the pition period is inevitable.

He said he had many foreign trade costumes in Ningbo, but the biggest difficulty in the pformation of domestic sales was the problem of high cost, unfamiliar channels and markets.

"Especially in the European and American garment market, we need to open up the domestic market and even need new designers and production lines. This is not realistic for many enterprises.

Those who make Korean and Japanese clothing are easy to pform, and many think of Hangzhou as a nugget.

Also in Ningbo, some foreign trade clothing enterprises in Xiangshan chose the Central Plains area with lower rigidity cost.

In the second half of this year, the textile and garment city project jointly invested by a group of Jue Xi knitting enterprises, such as giant eagle and Fuyong, started construction in Kaifeng Weishi County, Henan.

In addition to the low cost, there is also a reason for the large number of local consumers.

Hangzhou is a good platform for garment enterprises exporting to domestic markets, and has a good environment in terms of industry information and information.

Besides, the flourishing exhibition industry in Hangzhou will also help them start their brand.

Hang Pai women's wear expert Wu Wenhong said, "Hangzhou some foreign trade enterprises registered two or three years ago, the domestic brand, now used many.

Coupled with local and foreign clothing enterprises, Hangzhou's clothing market competition will be fierce next year.

There are also people in the industry who believe that Zhejiang's foreign trade clothing enterprises should successfully turn from export to domestic sales. First of all, we should make good product positioning, have unique style, and have breakthroughs.

Secondly, we should establish a good channel quickly and effectively, or build a docking with professional consulting companies and shopping malls.