A Comeback After Chongqing'S Clothing Industry Has Been Lonely

Output value once ranked five in the country, exported to 38 countries and regions, and now the local market share is less than 5%.

"Yu style clothing, I know the sky, tree king, paragraph notes, others are not clear."

Mention local brand clothing, recently, the Monument for Liberation is shopping at the new century shopping mall people Zhou said.

In the clothing sales area of several floors of the shopping mall, the local clothing brand occupies only 10 stalls. The largest booth is not more than 15 square meters.

Looking around the shopping malls, there are few Chongqing clothing brands.

From Chongqing, "phoenix" and "Kowloon" have been famous all over the country and cross the door of the country. To this day, it is hard to find the local clothing brand in the shopping mall. Why will Chongqing's clothing turn from prosperity to decline?

"If the trajectory of the development of Chongqing's clothing industry is parabolic, then the end of the 80s is the vertex of this parabola.

After that, the clothing industry in Chongqing is "Wang Xiao Er celebrating the new year, one year is not as good as a year".

Talking about the situation of Chongqing's clothing industry in recent 20 years, Chen Shangfu, Secretary General of Chongqing garment industry association, summed up this.

The development of clothing industry in Chongqing reached its peak in the early 70s to the end of 80s.

At that time, Chongqing clothing owners for export.

From 1970 to 1990, Chongqing garments were exported to 38 countries and regions.

During the heyday of the late 80s of last century, the annual output value reached over 200 million yuan, and foreign exchange earning exceeded US $about 20000000. It once ranked the five largest in the country, and is the largest garment production base in Southwest China.

A large number of garments such as "phoenix" and "Kowloon" produced in Chongqing moved to the whole country and crossed the country.

"Now, whether men's wear or women's wear, Chongqing's local brands account for less than 5%."

Mention the situation of Chongqing clothing in shopping malls now, Li Mingzhu, director of clothing sales at Monument for Liberation new century.

Reporters visited several large shopping malls, such as Chung Po, Pacific department store and so on, and the answers were "no more than 5% of the local clothing brands in the shopping mall". Even the largest clothing wholesale market in Chongqing, Chaotianmen market, the local clothing brand accounted for only about 50% of the total.

In the mouth of the sales staff of the major shopping malls, "first-line brand is Nike, Adidas and so on, and the profit is high; the second line brand is the YOUNGOR, the seven wolves flow, the fame is big, sells well; the Chongqing brand clothing can only calculate" the three line brand ", is somewhat famous, but the sales volume is not good.

According to the statistics from the Municipal Economic Commission, only 300 of the more than 3800 local garment enterprises now have an annual output value of more than 5 million yuan, and the rest are small and medium-sized garment factories.

Last year, the annual output value of Chongqing's garment industry was 15 billion yuan, less than that of Shenzhen's 1/8.

"In 20 years, the total production of clothing in the eastern coastal areas of China has increased from less than 50% to 90%, and the western apparel market has lost less than 5% of the market share."

Chen Shangfu said.

In the eyes of Duan Qinghong, chairman of the Western clothing company, the most brilliant period, Chongqing enterprises mainly rely on the OEM production of large state owned enterprises and foreign brand enterprises.

Because of the lack of brand, the low profit of domestic orders, and the 80% profit of foreign orders were grabbed by foreign brands. At that time, the clothing industry in Chongqing looked like a landscape, but actually it was full of worries.

In the 90s of last century, the coastal areas were more open, and orders shifted to coastal areas.

Accompanied by the loss of orders, there is also the lifeline of Enterprises -- raw materials.

"Today's high-end accessories such as buttons and even buttons are all from coastal areas."

Cao Yi, chairman of Tian style dress, was somewhat helpless.

Originally, influenced by the decline of a large number of local garment enterprises, after 90s, Chongqing's garment production enterprises, such as clothing, buttons and other garments, also went bankrupt. Only a few of them survived the production of grey cloth for the coastal fabric enterprises, and the raw materials were gradually grasped in the hands of the coastal manufacturers.

And there is also a fatal blow -- the massive outflow of talent.

"Now, most of the workers in Chongqing's brand clothing enterprises have worked in the coastal areas, and over 80% of the graduates from local universities have gone to the coast."

Chen Shangfu said.

The loss of market, raw materials and talents gradually leads to low profits, and enterprises lack funds to further invest in product development and expand brand influence.

In the first half of last year, business data released by YOUNGOR showed that the gross profit margin of clothing was over 38% in the first half of the year, and the net interest rate was more than 20%, of which the gross profit margin of suits was even more than 59.4%.

In Chongqing, only a few garment enterprises such as Duji, Tian and Shu Wang can achieve gross profit margin of 30%, and net interest rate is generally maintained at around 10%.

"The same fabric, similar quality, the price of local brand clothing and the price of domestic well-known brands differ by more than 20%.

With capital guarantee, YOUNGOR, Li Lang and seven wolves can naturally invest in R & D and establish brand.

Cao Yi said.

In order to survive, many small and medium-sized clothing enterprises began to pirate each other's popular selling styles. In the most serious piracy in 2005 and 2006, many coastal dealers came to Chongqing to buy clothes and they left for a visit.

"People think your style is too much and lacks competitiveness.

At that time, the export of clothing in Chongqing was basically at a standstill.

Recalling this, Yang Yong, President of Chaotianmen clothing association, is still fresh in memory.

In 2008 and 2009, under the influence of the global financial crisis, the garment enterprises with foreign trade mainly closed down and returned to Chongqing. The garment industry began to go against the market and maintained an annual growth of 25% for two years.

How can we maintain this upward momentum of momentum?

"Establishing a brand is a pressing matter of the moment."

Yang Yong said.

Yang Yong believes that the establishment of brand is the premise to enhance the influence of Chongqing clothing and ensure the normal profits of enterprises.

Only for the majority of consumers to accept, Chongqing clothing can remain invincible.

Since the beginning of this year, there are at least 3 products in the style of the 300 garment manufacturers in Chongqing City, which are different from other enterprises. It is found that pirates and plagiarism will not only be severely punished, but will also be driven out of the garment city if the circumstances are serious.

"Remodeling the local garment industry chain and attracting talents is a long-term plan for development."

In the face of the development of Chongqing's clothing industry, Chen Shangfu also put forward his own views.

According to Chen Shangfu, at present, many districts and counties in the city have set up the garment industrial park, but most parks only focus on the number of enterprises, and the support for the construction of the apparel industry chain and the introduction of brand clothing enterprises is not enough.

"Fabrics, buttons, needles and other raw materials are the lifeline of an enterprise. By buying on the coast, they may face embarrassment at any time."

Chen Shangfu said.

He believes that the reconstruction of a whole industrial chain, so that local clothing production can be self-sufficient, so that people do not have me, people have my essence.

"Nearly ten colleges and universities in Chongqing are training talents in clothing design, brand marketing and other aspects. Measures should be taken to encourage talents to stay in Chongqing to start their own businesses, and to promote cooperation between garment enterprises and universities, so that Chongqing can not only become a major producer of clothing, but also become a strong market for garment design."

Chen Shangfu said.

In order to support the development of garment industry in our city, the government will also make full use of it.

According to Jiang Aimin, deputy director of the consumer goods industry bureau of the Municipal Economic Commission, the textile and garment industry has been listed as a pillar industry. This year, the government will set up a clothing industry development fund.

The fund will be mainly used in the technical pformation of local clothing enterprises, brand creation, market development and so on.

In addition, the Commission is considering the centralization of our garment industry to create a large Chongqing garment industrial park. In the future, local garment enterprises will enjoy preferential policies and financial support in the industrial parks.