Wenzhou Clothing Follows The Wind To "Go To The Countryside"

This year, Luo Di Garments Co., Ltd. has started more than a month ahead of schedule this year, because the company originally positioned itself as a supplier of domestic menswear brands, and this year, in order to cope with the possible shrinkage of the first-line market, we began to undertake the clothing brand order mainly based on the township market.

In the past, we changed the style of increasing the added value of products to the "up". Nowadays, many Wenzhou clothing enterprises begin to "lower" tilt, and turn their eyes to the township market. They think that the potential of the rural consumer market is huge. Some enterprises have formulated relevant rural planning to make it a new growth point for the next brand development.

　　 Increase productivity and develop new customers

"At the end of last year, we looked at the high-end market in the country, and felt that the sales of high-end clothing brands will decline. As their suppliers, we should also prepare for the shrinkage of orders."

According to Jin Zhongyu, chairman of Roddy fashion, since the beginning of spring this year, Roddy costumes of the original more than 1000 workers have expanded their production lines and added nearly 20% of their productivity. And the price of products will be reduced by about 20%, which will provide products for clothing brands mainly based on Township markets.

Jin Zhongyu said that this year, the company started a month ahead of schedule, because it had prepared ahead of schedule and accepted an order of clothing brand suppliers mainly based on the township market. If we do well next, the company will expand the scale of production and undertake relatively low position orders when the size of the high-end customers remains unchanged.

　 Two programmes to promote different markets

At the end of last year, ABX Clothing Co., Ltd., which sells men's trousers and shoes, formulated two different schemes in terms of product structure and shop image, targeting at the rural, Midwestern and other two tier cities.

On the one hand, the price of the products popularized in the rural areas and the central and western regions is below 200 yuan. Market prices for cities above two levels are priced at more than 200 yuan. On the other hand, the cost of shop decoration for the rural and Midwest market is 50% lower than that of other markets.

According to Xu Xiaochun, chairman of ABX Clothing Co., Ltd., since the beginning of spring, the company has opened seven or eight stores in the rural and Midwest market, and the next company's development strategy is to expand the market in these markets and two tier cities or above, accounting for 50%. He said this is a new adjustment of the company's response to the financial crisis.

　　 Huge potential in rural market

When the financial crisis affects the sales performance of many clothing brands, Wu Zhize, chairman of the news bird group, said that for textile and clothing brands, the potential of the rural consumer market is huge, and the expansion of the township market will become a new growth point for the development of enterprises under the new situation.

At present, many garment enterprises in our city have begun to "go to the countryside" action, and will develop the township market as one of the key points of the next brand marketing development. "Red, yellow and blue" in the preparation of planning part of the township market or urban fringe market special stores.

Rove rollen Clothing Co., Ltd., a self-produced brand, "rove rollen" did not set up shop in Wenzhou, but in Hunan, Hubei and Sichuan, Chongqing and other places, the market was stronger. According to the company's relevant person in charge, this year, the company intends to develop more than 20% of the township market.

According to Zheng Chenai, President of the clothing trade association of Wenzhou, two brands of Lin Zhong bird and O Bang Ni, who run their own businesses this year, are stepping up efforts to develop township markets. Basically, such markets do not have international brands to compete. Local brands have their competitive advantages and their market potential is very large.

Editor in chief: Xu Qiyun