Adjustment Of Industrial Structure, "Export To Domestic Sales", New Thinking Of Garment Enterprises

At the beginning of this year, many experts and enterprisers were worried about the foreign trade clothing enterprises. They thought that the order volume would decrease a lot in the first quarter and the second quarter of this year, and the enterprises would also be badly underemployed.

For example, enterprises in the two provinces above Designated Size in Fujian and Hebei have slightly improved compared with the end of 2008, and the operating rate has reached more than 80%, while Jiangsu Changshou City has started 80% to 90% after the Spring Festival.

China's garment export enterprises have strong processing ability and high product quality, which makes them have an innate advantage in attacking the domestic market.

The G.I brand has launched a simple, casual and respectable professional dress for the consumption psychology of the urban youth in the age of 25 to 35.

At present, many foreign trade enterprises hope to build brands and turn around to enter the domestic market.

Although enterprises can sell their products domestically, they can go to their own brand by creating their own brands, acquiring brands and leasing brands, but not every company can succeed.

It is understood that in order to maintain the healthy development of a clothing brand, the annual advertising investment needs to reach tens of millions of yuan.

Brand is a systematic project. Foreign trade enterprises without channel resources do not only need a large amount of initial capital investment, but also the domestic market is dominated by low and middle end, and the competition is fierce.

Foreign trade enterprises accustomed to dealing with foreign businessmen are not familiar with how to impress downstream buyers and enter shopping malls.

A large number of Chinese brand enterprises are facing the new professional requirements of upgrading, that is, stripping part of processing links, improving and improving product design and brand management, so as to achieve brand value innovation better and faster.

China has a lot of processing capacity, and two types of enterprises, brand and processing, can now enhance their self advantages through clearer market positioning and find new opportunities for maximizing their respective interests.

The advantage of processing brand enterprises lies in manufacturing and processing: sound production system, low manufacturing cost, high production efficiency, good product quality and high trade reputation.

Foreign trade enterprises can achieve brand value innovation through integration, outsourcing, the use and coordination of industrial chains.

Finally, from simple manufacturing enterprises to manufacturing service enterprises, from production oriented enterprises to brand oriented enterprises, the mode innovation can be realized.

Backman clothing company of Yiwu, Zhejiang, was originally a OEM based enterprise. Outstanding OEM capability is the key factor for its rapid growth as a regional leader in the past 5 years. But Backman has gradually started to pform the OEM business to ODM. It not only planned and built the "production center project", but also set up a "brand service center" to provide customers with comprehensive and three-dimensional services including style design, surface accessories selection, communication and after-sales service, network display and paction, network design and experience, and strive to build the company into a processing brand enterprise.

The imbalance of China's regional economic development makes the clothing consumption market divided into many levels, including the one or two and three tier markets.

Different levels of market shape have different characteristics and their respective target customers.

China's more than a billion people, a large number of professional wholesale markets are the main channels to ensure people's overall clothing demand, and ensure the employment of a large number of labor, which is a strong support for the clothing industry.

Some brands specialize in this market level, which is the main channel. To boost domestic demand, we must develop products suitable for customers' needs in wholesale markets.

Clothing wholesale market, brand monopoly stores, department stores and other garment market formats can not be replaced each other, which determines that different clothing enterprises have different path choices when expanding domestic market.

Editor in chief: Xu Qiyun