Changshu Clothing City - "Never Ending" Exhibition

GUI Wuji told reporters that last year, the Changshu clothing association and the Municipal Bureau of statistics, the economic and Trade Commission and other 6 departments conducted joint research on 122 key enterprises in the city.

According to the survey data, in 2008, the clothing industry in Changshu had a larger increase in profits and taxes than in 2007.

Perhaps, the situation is not as bad as the legend.

This first depends on the dependence of Changshu's textile and garment industry on the growth of foreign oriented economy.

According to wuwuji, 10% of Changshu's clothing industry is a typical foreign trade enterprise, specializing in foreign trade business.

The production business of 30%~40% enterprises is mainly for the domestic market, but it will also take some foreign trade orders in the relatively idle season. This part of foreign trade orders still belongs to the "auxiliary business" in the enterprise production plan. The 50%~60% enterprises are purely targeted at the domestic market. Therefore, the constraint factors of the local enterprises in Changshu are weakened by the weakening of the international market demand.

"But this does not mean that the clothing industry in Changshu has not been significantly affected."

Return to Mowgli at the same time, "at the beginning of this year, statistics show that the export volume of Changshu's textile and garment enterprises has almost decreased by 20%. In addition, foreign trade enterprises scrambling for domestic trade pformation has also brought some pressure to the already fiercely competitive domestic market; moreover, employment is decreasing, purchasing power is decreasing, and consumption demand has also been affected."

It seems that the explicit and implicit injury caused by "crisis" exists objectively.

In addition to the factors of industrial structure, does Changshu's industrial cluster have stronger risk tolerance ability than other industrial clusters?

It is worth recalling that the "warm winter" of 2006 brought a cruel but significant "baptism" to the clothing industry in Changshu.

In 2006, because of the rise of down jacket Market, many original production.

"Since then, the clothing industry in Changshu has really learned to introspection."

The Secretary General of the Changshu textile and Garment Association returned to Mowgli to tell reporters: "the two obvious change is that the enterprise has further defined its product positioning and strategic positioning, enhanced its design and development capabilities, and no longer blindly followed suit, and the phenomenon of homogenization competition has been alleviated.

Secondly, the situation of blind recruitment and expansion of production capacity has changed greatly.

In addition to the expensive "class", the Mowgli also said that a very important factor in Changshu's textile and garment industry cluster's "anti risk capability" is: with the downward trend of consumption under the financial crisis, the overall performance advantage of Changshu's clothing industry has begun to appear.

This conclusion has also been confirmed by a number of Changshu garment enterprises visited by reporters.

Chen Qinlin, chairman of Jiangsu Sheng Ke Lang Clothing Co., Ltd., said: "the same craft level, the same quality assurance, the same design content, half the price positioning, Changshu clothing brand" civilians "

"What we want now is to do our best to serve the 900 million farmers and provide them with good quality, new styles and low price garments."

Zhu Xueqi, chairman of Suzhou Di Feng Garments Co., Ltd., also said that the "people's brand" route can better target the actual market demand under the financial crisis.

It is understood that the financial crisis since 2008 has no effect on di Feng. Since the financial crisis, the production and sale rate of Di Feng company has reached 99%, the highest level in recent years.

In addition, as a "channel star" that Changshu garment industry can not mention, Changshu garment city is also rooted in the "mass base" of the mass market and has become an anti risk model under the financial crisis.

Experts in the industry analyzed that many local textile and garment enterprises in the clothing city of Changshu were stationed directly in the sales terminals, dividing the profits without intermediate links, and having more price advantages, and at the same time, information such as market and technology could be pmitted to the rear area in time.

A digression that arises from it is "parity", from the product positioning or from the commercial channel.

In fact, the essence of the problem is closely related to the "trend" of Changshu's textile and garment industry.

The Secretary General of the Changshu textile and Garment Association hopes to make an objective analysis from a dialectical perspective.

He believes that, from the present point of view, Changshu garment enterprises not only make an issue on the price advantage, but also study the trend of fashion, and also pay attention to brand personality shaping.

Under this definition, the "cost performance" advantage is generally competitive in the domestic professional market. On the other hand, in addition to the "people to people" line, the overall image of Changshu's garment industry cluster will be promoted in the "survival of the fittest" through the promotion of "leading enterprises".

Take Bosideng as an example, it chooses a development path of "bigger and stronger", and the influence of benchmarking enterprises in the industry will play a "traction" role in shaping the image of Changshu's garment industry.

Reporters learned that, in order to guard against the impact of the financial crisis, Bosideng tightened the "four seasons production" layout.

At the same time, in order to expand

In fact, in addition to looking forward to "leading enterprises" bigger and stronger, there are many ways to optimize the clothing brand system in Changshu.

Chen Qinlin, chairman of St. John Lang Garments Co., Ltd., has chosen to realize the overall upward extension of the brand echelon through the development path of "multi brand operation".

It is understood that in addition to the "Sheng Lang Lang" brand is still attacking the mid-range leisure.

According to Chen Qinlin, the brand layout for different needs and market will provide favorable opportunities for the systematic construction of Saint brand's own brand image.

From now on, because of the precise positioning of target groups, each brand can achieve dislocation operation, and the market performance is also quite active.

In the view of Zhou Zuping, chairman of "Zhou Yan" brand, the comprehensive cost advantage of price is not directly related to the establishment of high-end brand image.

The deep excavation of the existing brand personality can also become one of the paths of Changshu's "price advantage" and "brand image".

What is worth sharing is that after many years of accumulation, this high quality and exquisite design route, and the image of Changshu with Adam Cheng as a spokesperson, is the image of the people.

"Optimization" and "expansion" of Changshu Garment City

The integration of resources and professional subdivision, the "burden reduction" for operators and the seamless connection between online and offline channels are making Changshu's clothing city a powerful and beautiful player.

Despite the impact of the global financial crisis, Changshu garment city completed the first 11 billion 813 million quarter of the market commodity trading volume of $11 billion 813 million, the average daily turnover of more than 130 million, the average daily market flow of funds reached 674 million, higher than the same period last year.

Reporters learned that in 2009, the target market turnover of Changshu clothing city was 52 billion yuan.

It is commendable that although Changshu is rich in wealth and money, it knows how to keep pace with the times.

With its continuous optimization and expansion, the unique legend of Changshu garment industry has always played a pivotal role.

The "service" consciousness, which is synchronized with the market development, has become the most praiseworthy aspect of the value of many platforms in Changshu fashion city.

No matter what the development of society is, no one has to wear it.

In response to the needs of the market and reshaping the service environment, an important manifestation is: internal integration of resources and timely adjustment of positioning, so as to achieve a balance between the scale and specialization of Changshu garment city.

According to the Changshu clothing City Management Committee, in 2008, the Changshu clothing city integrated 3 Shoes Market and declared the "Chinese shoe industry center", which changed the original position to the down clothing market.

It is understood that in 2009, the overall target of Changshu garment city was positioned in the main garment market, and the clothing market was subdivided to form professional characteristics while taking into account diversification. In addition, we should speed up the development of other characteristic professional markets, such as doing a good job in the small commodity market, shoe market, hardware market, cloth market, etc.

Through the integration and sorting of resources in various markets, we strive to form the most distinctive Chinese men's wear center in China.

In addition, "effectively reducing the operating costs of operating households" has also become a practical measure to jointly resolve risks in Changshu garment city and business households.

Reporters learned that in 2008, Changshu clothing city changed the proportion of annual rent growth method, where the clothing city group's market stores rent remained unchanged in 2007.

A variety of initiatives directly reduce the operating costs of operating households totaling about 15000000 yuan.

In fact, a large proportion of these operators who feel "cost reduction" are small and medium-sized brands.

In this sense, the function of "brand incubator" of Changshu clothing city is more effective when the crisis comes.

"Clothing city has unique attraction for healthy and growing small and medium-sized brands at home and abroad."

Lu Jianliang, general manager of Changshu fashion city fashion center, believes that although the market has attracted a large number of well-known brands, the main body is still a growing brand of SMEs.

These small and medium-sized enterprises do not have sufficient capital to carry out brand operation, but they can share the general sales network of clothing city to the whole country, and attract customers, expand sales and promote brands through the popularity of the sales network.

It is worth mentioning that the complementary channels of "cement + mouse" have also become an important measure for self escalation and expansion of Changshu garment city.

In May 27th, the Changshu apparel city e-commerce platform "Shang Dynasty network" was formally launched. In the view of Pan Yunlai, director of Changshu Garment City Management Committee, this indicates that the pformation of Changshu fashion city's business mode has fundamentally changed: the traditional visible market has begun to pform into a new interactive mode of operation, which is a seamless combination of tangible entity market and online intangible market.