2009, A Year For Men'S Clothing Enterprises To Lay Their Foundations And Recharge Their Batteries.

Although the cold wave remains, some new features are emerging, new patterns are being built, and new ideas are taking shape.

As early as a year ago, the Chinese manufacturing industry represented by textile and clothing had been impacted by the financial tsunami from the other side of the ocean.

In the Yangtze River Delta region, the most developed textile and garment industry, small and medium-sized enterprises bear the brunt, and some of them collapse in this cold wave.

What is more unacceptable is the death of some large and high quality enterprises.

In Shaoxing, two large scale enterprises in China, such as Hualian three Xin and Jiang long printing and dyeing industry, have fallen down due to the fragmentation of capital chain.

At the same time, other enterprises in the industry are also at risk.

Under the nest, eggs are hard to survive. When the whole industry is in deep trouble, the men's clothing industry will not be spared.

Some entrepreneurs recalled the scene and said, "it seems that the Titanic is wrecking, and there are icebergs and sea water everywhere. I don't know which way to escape."

But when the cold wave surged into 2009, its lethality seemed to have weakened.

This is due to the global economic recovery, China's efforts to stimulate economic recovery, and the positive response of industry and enterprises.

For Chinese men's clothing practitioners, 2009 is bound to make them memorable.

After the upheaval of 2008, some new features emerged in the year, new pattern construction and new ideas were also taking shape.

Ningbo: Based on China

In October 2009, on the eve of the thirteenth Ningbo dress Festival, Mario, a member of the Florence Italy, came to Ningbo as chairman of the Florence clothing association and chairman of the Italy Tuscany regional association. This is the twenty-fifth time that he has stepped into this Chinese menswear town.

In his view, compared to the first time in Ningbo, the pessimism of the city under the financial tsunami was gone.

In fact, in 2009, the Ningbo men's clothing industry summed up a set of experiences of its own in the struggle against the financial crisis.

"By the end of the year, the turnover of the group will grow by 6 to 8%."

In mid 2009, Zheng Yonggang, chairman of the board of directors of Shanshan Group, said.

On a Saturday morning of the same period, almost all workshops in the company's workshop were in full production. A production briefing showed that certain processes completed more than 100% per day.

Supporting the company's continuous production is the domestic demand market. The company's western-style clothing sales outlets have increased by more than 400 in the past year, driving sales growth by 16% and increasing profits by more than 10%.

Rooted in the vast domestic market is the consistent principle of Shan Shan.

From 3 to May in 2009, the company launched more than 30 large-scale promotion activities for clothing under the local market in more than 30 parts of the country. The sales increased by nearly $80 million, while the price performance of products of Shanshan increased its competitiveness.

Similar to Shanshan, Ningbo Taiping bird group also put the focus on coping with the crisis first in the domestic market.

Before 2007, Taiping bird had been exported mainly for export, up to 70%.

Since 2008, the company has adjusted its strategy to domestic sales and export as a supplement, positioning the products in terms of "affordable, fast, fashionable and small batch".

In the two months of the first about 2000000 months before the opening of the online shopping community, the sales volume has reached $about 2000000.

The right strategy has given the company a strong foundation. Since the financial crisis, Taiping bird has been in the opposite direction. Sales increased by 40% in the first 5 months of last year, and the goal of breaking through 5 billion yuan in 2010 is unwavering.

To observe the two, we can find that relying on the domestic market, operating low-grade products and smooth marketing channels have become an important measure for them to maintain their performance in the crisis.

Indeed, China has 1 billion 300 million people, its economic strength is growing, the financial crisis has limited impact on domestic demand, shrinking the luxury market, expanding the quality and cheap products, and increasing the proportion of domestic products, becoming their common experience in 2009.

Wenzhou: look at the high-end

Contrary to Ningbo, another Chinese men's wear base in Wenzhou, again in the second half of 2009, once again showed the desire to build high-end men's clothing.

At the end of November last year, the 2009 International (Wenzhou) garment purchasing week and the global high-end menswear brand joint ordering society sponsored by the Wenzhou Municipal Economic and Trade Commission was held in Wenzhou garment development building.

In this 3 day order meeting, more than 50 international buyers from Italy, the United States, France, Australia, Hongkong and other countries and regions have launched commercial docking with more than 200 high-end menswear brands in China and more than 300 garment manufacturers in Wenzhou.

After years of quiet thinking, Wenzhou men's clothing needs to develop at a higher level and new plans and strategic plans for the development of the industry.

The trade week shows that a new blueprint for the revitalization of Wenzhou's garment industry is being drawn up and implemented. Wenzhou clothing hopes to become China's high-end menswear manufacturing industrial base.

Analysts believe that Wenzhou men's clothing enterprises are moving towards polarization.

Some become production enterprises, such as Red Crowned Crane, Huashi and so on.

Earlier, Wenzhou men's wear has been positioned as the base of men's wear and clothing processing. This is based on the analysis of men's clothing market, the analysis of men's clothing characteristics and the judgement of their strengths and weaknesses.

Other brands, including good news birds and French schools, will continue to work hard in marketing, insisting on the development routes of high quality men's wear in China. They all have retail terminals with unified image, unified price, unified service and unified management, and have established a channel system with their own operation standard and sound network.

For example, the French school, its channel strategy, on the one hand is the service to the brand, on the other hand is to the consumer and the dealer or the franchisee's service.

The service to the brand is mainly manifested in the planning and implementation of the brand strategy. The service to the franchisee is mainly to provide preferential policies to join them so that they can make money.

Zheng Chenai, President of Wenzhou clothing trade association, said: "throughout the whole country, only Wenzhou has unique resources for high-end men's clothing production and production. We have such strength and irreplaceable advantages."

Wenzhou will also take every opportunity to "fully introduce high-end men's clothing". At the same time, it is also expected that in the next few years, Wenzhou will become a "China's top men's clothing gathering base".

Quanzhou: out of Fujian

In Fujian, local men's clothing companies look to the distance.

Industry observers believe that with the continuous impact of the financial crisis in 2009, the industrial competition pattern has changed, and the garment industry is in urgent need of upgrading.

In fact, as early as the beginning of the financial crisis in 2007, Fujian men's leading enterprises, seven wolves will inject capital into love.

At that time, analysts believe that "seven wolves have seven wolves, wolves dance and other brands, and love has more advantages in product research and development.

Competition and cooperation will be of great significance for the seven wolves to further expand the overall strength of the company.

However, compared to the integration of inter enterprise resources, the concurrence of Quanzhou and Wenzhou, Ningbo, Guangzhou and other textile and garment clusters with many brands and strong production capacity is undoubtedly more eye-catching.

In 2007, the Quanzhou textile and apparel chamber of Commerce organized 30 enterprises to go north to investigate the famous enterprises in Jiangsu and Zhejiang. Subsequently, Wenzhou also organized a group to visit Quanzhou's clothing leading enterprises, seeking opportunities for cooperation between the two enterprises.

Under the impact of the financial crisis, dozens of Guangdong garment enterprises went to Quanzhou and tried to cooperate in a wider range before the two major barriers to brand pformation and foreign trade crisis.

In fact, last year, there was a trend of regional cooperation such as "Quanzhou brand + Wenzhou manufacturing" and "Quanzhou brand + Guangdong processing".

Regarding this, Wang Qiming, President of Fujian Textile Industry Association, believes that Quanzhou enterprises are good at building brands, Wenzhou enterprises are good at making products, Guangdong enterprises are good at professional processing, and can achieve complementary advantages and win-win cooperation.

At the same time, Quanzhou enterprises can also undertake the processing and production of men's clothing such as Wenzhou suits and shirts, so as to facilitate the development of Quanzhou men's clothing production to multiple categories.

At the same time, the Quanzhou men's clothing also showed the possibility of more international cooperation in 2009.

The Italy Foreign Trade Commission hopes to open up a new silk road between China and Italy, and has shown great interest in Quanzhou's private economy.

The continuous evolution of the financial crisis in 2009 has had a great impact on the European economy.

Influenced by the factors such as market and capital, some industries and enterprises are facing difficulties.

For example, the main garment production base in Italy, the luxury goods and advanced garments in the Markey region, has been declining since last year, and the cost of local labor is still high.

98% of the garment enterprises in Italy are small and medium-sized enterprises. Although the scale is limited, many famous brands in Italy are produced by them.

"Quanzhou enterprises have strong production capacity and flexible operation", but there are many gaps in the brand culture connotation and design image.

If Quanzhou menswear can cooperate with Italy enterprises, on the one hand, it can improve the competitiveness of products. On the other hand, it can also improve the design and innovation ability, and greatly enhance the market space of Quanzhou brand.

For example, the menswear processing factory in Markey area has a very high reputation in the international market, and has mastered the fashion trend of international men's clothing, and has a certain voice, which is not available in Quanzhou men's clothing.

If we can cooperate with each other to jointly promote the development of Quanzhou men's clothing to help their own brands penetrate into the international market, "Zhou Xiaohong, manager of China Office of Florence provincial chamber of Commerce and Trade Promotion Association, said that the advantages of Italy enterprises lie in the design and technology, but lack of market and lack of funds. Quanzhou has the market and funds, and the two sides complement each other in a very broad space of cooperation.

In any case, clear thinking and planning prospects, in fact, by observing the three Chinese men's wear bases, we can find that although the cold wave remained in 2009, Chinese men's wear has begun to find ways to get through the crisis, or even the direction of post crisis era.

For this reason, they hope to lay a solid foundation and rejuvenate themselves at this stage.