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Xiamen'S Export Enterprises Are Seriously Affected By The Financial Crisis.

2008/12/10 0:00:00 35

The textile industry is a relatively high export dependent industry, with 50% of garment enterprises in Xiamen exporting.

For export

Mainly.

The financial crisis is going on.

Clothing enterprise

Feel unprecedented

Severe winter

。

However, not all enterprises are struggling to get through the day. Some companies have even adopted the spring of their own development through rainy days or positive pformation.

What kind of "what kind of" do they have?

Pass the winter

What about the magic weapon?

What can other enterprises learn from it?

Since January this year, the financial tsunami sweeping the world has spread to Xiamen's import and export enterprises, and many garment enterprises have reduced production volume.

However, many enterprises have developed a perfect system.

Winter crossing

"In the harsh winter, it was proudly blooming.

Xiamen smart garment packaging Co., Ltd. is an export oriented company, and customers from Germany are negotiating with them for a value of ten million yuan.

clothing

Order。

Chief executive of the Xiamen representative office, Hoffman: we have worked with the company for six years and have maintained good cooperation so far. We will continue to cooperate with the company in the future.

In the past few years, several important strategies have been implemented by the company, which eventually led enterprises to win the first opportunity in this severe winter.

The company pferred the production base to the three or four line cities outside Xiamen, and some businesses were also outsourced to the garment bases such as Jiujiang and Jiangxi, so that the cost of production was greatly reduced.

At the same time, the vacant factory buildings have been pformed into R & D, marketing centers and Econo Hotel to bring stable cash benefits to enterprises.

At present, the annual revenue gained by non main businesses has reached ten million yuan.

Ye Xiangyang, chairman of Xiamen sprint garments Packaging Co., Ltd.: we moved the factory to a relatively low cost. Now we have a factory area of 200 mu and 15000 square meters in the vicinity of Liancheng. Now there are 1000 workers around us. We are investing in diversifying our existing plant as the marketing center of R & D center. At the same time, we will develop the third industry according to the strategic deployment of the municipal government. Now our JinJiang Inn has been opened. Now it is a very good source of cash when we come to a very important financial crisis.

Opportunity always favours the prepared people. As an export oriented garment enterprise, since last year, he has considered the pformation to the domestic market and successfully held the "black eye" clothing of one of the ten major clothing brands in Xiamen.

With the famous brand of "black eyes", it has easily grasped the marketing network of nearly 400 stores nationwide, laying an important foundation for the future development of domestic sales.

Ye Xiangyang, chairman of Xiamen sprint garments Packaging Co., Ltd.: as an export oriented enterprise, it is very difficult for us to make its own brand. So we take the way of takeover control merger. We think about black eyes. We envisage that on the one hand, we need to introduce strategic investors to upgrade the brand from the original city into a female fashion product company. At the same time, we will introduce foreign designers, such as Italy and French designers, to help us put out some of the most fashionable items.

financial crisis

Test the ability of enterprises to cope with them.

Some enterprises have been able to dance together from the international stage to the international and domestic two markets, and rely on sufficient cash flow to secure the "winter".

Others are to seize opportunities in the severe winter and actively explore new emerging markets abroad.

For these enterprises, the current crisis is a great opportunity.

Vangelo sporting goods Co., Ltd. is a domestic sales oriented clothing business.

In the factory of Wan Jie, the reporters saw that the production line was busy. The head of the enterprise said that in the recent spring and summer new product conference, the order of the company increased by 50%.

Enterprises believe that sticking to their own brand strategy is the core of the competitiveness of enterprises.

In order to cultivate his own brand, Vangelo abandoned the OEM expansion road when he founded.

Xu Mujie, President of Xiamen Wan Jie Long Group Co., Ltd.: when we first started our business, we thought about doing our own brand to do our core competitiveness. We should grasp it in the hands of the enterprise instead of blindly expanding it as far as possible and then OEM and so on. That may be able to support this enterprise at once, but everything is in the hands of others. People say go away. So at that time, our first feeling was to make our own brand, so our first product was offline.

At present, Vangelo has more than 1300 stores in the whole country. The strategic choice of enterprises is to set up a brand image in one or two large and medium-sized cities, and earn real gold and silver in the three tier cities.

In addition, enterprises are also actively using e-commerce to open up network marketing mode.

In August 8th this year, the official store opened formally, which not only reduced the cost of operation, but also secured many orders.

Xu Mujie, President of Xiamen Wan Jie Long Group Co., Ltd.: on the night of the opening of the Olympic Games, our company set up such a "Kangmin net". Why do we do this promotion role second can really reduce our operating costs greatly. For example, a shop can display thousands of varieties of products. But if thousands of varieties of products are to be put in our physical shop, the rental cost may be about 5 times that in the shop. So we can make the same turnover at 20% cost.

　　萬(wàn)杰隆的傳統(tǒng)優(yōu)勢(shì)在于國(guó)內(nèi)市場(chǎng)，在當(dāng)前許多企業(yè)出口受阻、試圖轉(zhuǎn)向內(nèi)需市場(chǎng)的情況下，萬(wàn)杰隆逆勢(shì)而動(dòng)，在最近的國(guó)際采購(gòu)交易會(huì)上拿到了巨額訂單。拓展國(guó)際市場(chǎng)，特別是南美新興市場(chǎng)，是萬(wàn)杰隆的下一個(gè)戰(zhàn)略目標(biāo)。廈門(mén)萬(wàn)杰隆集團(tuán)有限公司總裁許木杰：在兩年前我們這個(gè)品牌已經(jīng)進(jìn)行了國(guó)際注冊(cè)我們現(xiàn)在有意識(shí)的通過(guò)我們自有品牌的出口我們主要想尋找這樣的機(jī)會(huì)所以在我們做好內(nèi)需產(chǎn)品的同時(shí)通過(guò)這樣的平臺(tái)也來(lái)尋找我們自有品牌的出口這正是我一個(gè)擁有自有品牌而且出擊最好成本最低的時(shí)候

　　一段時(shí)期以來(lái)，中國(guó)被稱作“世界工廠”，貼牌外銷曾是國(guó)內(nèi)很多服裝企業(yè)發(fā)展的捷徑。這次金融危機(jī)給企業(yè)帶來(lái)的不僅僅是嚴(yán)峻的挑戰(zhàn)，更讓企業(yè)能夠冷靜審視行業(yè)未來(lái)的發(fā)展。從“為他人做嫁衣”，轉(zhuǎn)變?yōu)橐宰杂衅放脐J蕩天下，這將是國(guó)內(nèi)服裝產(chǎn)業(yè)升級(jí)轉(zhuǎn)型的一種必然選擇。在這一輪危機(jī)中，越來(lái)越多的企業(yè)認(rèn)識(shí)到，品牌戰(zhàn)略是企業(yè)持續(xù)發(fā)展戰(zhàn)略的核心，缺失品牌戰(zhàn)略的企業(yè)往往只能借助經(jīng)濟(jì)的繁榮周期得到暫時(shí)發(fā)展，一旦經(jīng)濟(jì)周期下行或經(jīng)營(yíng)環(huán)境惡化，這類企業(yè)往往就會(huì)被市場(chǎng)所淘汰。

　　廈門(mén)圣達(dá)威服飾有限公司董事長(zhǎng)章愛(ài)民：比如我感覺(jué)到這次給我們帶來(lái)比較好的一個(gè)現(xiàn)象是什么大家都冷靜下來(lái)原來(lái)看來(lái)做事情是要一步步的踏踏實(shí)實(shí)在做我們?cè)谧銎放莆覀円沧隽诉@么多年了在原來(lái)基礎(chǔ)上不斷升華在這個(gè)過(guò)程的時(shí)候我們已經(jīng)開(kāi)始感覺(jué)到春天來(lái)了。面臨出口受阻，不少外向型企業(yè)考慮轉(zhuǎn)向國(guó)內(nèi)市場(chǎng)。相關(guān)人士分析說(shuō)，對(duì)廈門(mén)市的服裝外銷企業(yè)而言，危機(jī)所帶來(lái)的或許將是企業(yè)升級(jí)轉(zhuǎn)型的一次難得機(jī)遇。

Ye Xiangyang, chairman of Xiamen Smart Garments Packaging Co., Ltd.: we feel that in a country's strategy, we have always analyzed China's export driven country. Originally, South Korea, Taiwan, Hongkong and Singapore were basically going to take the path of industrial upgrading and pformation to a certain extent. So three or four years ago, we realized that the road of export alone could not last long, so we began to make these pformations. Three or four years ago, we made good preparations.

At present, there are more than 110 garment enterprises above Designated Size in Xiamen, of which more than 50% are export processing enterprises, and labor-intensive ones are the main ones.

The garment industry in Xiamen is also reflecting on how to upgrade Xiamen into a clothing brand center and design center, combined with Xiamen's development of headquarters economy.

Liu Xiuluan, Secretary General of Xiamen textile and garment industry association: in the process, we should also think about our position. I feel like a small place like Xiamen is not suitable for the development of labor-intensive industries. This should be reconsidered. If the government can really support Xiamen as a textile clothing center design center or R & D center, then the establishment of this platform will attract more Chinese famous brand international brands to Xiamen to settle in, and in fact, it is also a good opportunity for Xiamen as a whole.

Face

crisis

Xiamen clothing enterprises can also dig gold in the financial turmoil through brand acquisition, service outsourcing and network marketing.

In fact, not only is it

clothing

The industry, paying attention to brand survival, enhancing the added value and competitiveness, is almost a valuable experience for all successful enterprises.

Looking at the whole situation, improving the brand competitiveness of the whole industry and upgrading the garment industry in Xiamen will probably be the greatest wealth brought by this crisis.

Editor: vivi