Analysis Of Overseas Expansion Of Wenzhou'S Clothing Industry

　 In June 10th, Wenzhou's first foreign trade office, Italy trading platform, was officially launched. This is another innovation in Wenzhou's clothing industry. If, in early 2009, "Wenzhou name purchase" is Wenzhou clothing intends to open up the domestic market sales channel, then the Italy trade platform's start-up and operation is Wenzhou's clothing through the new overseas routes.

Zheng Chenai, President of Wenzhou clothing trade association, often attributed the brilliance of Wenzhou's clothing industry to the success of the "business channel". There are "Wenzhou name shopping" and "overseas new routes". Through these two "business channels" at home and abroad, Wenzhou clothing is firmly catching the two major markets at home and abroad.

At present, "Wenzhou name purchase" has been gradually arranged nationwide. So what is the new route? How does it work and how does it work from establishment to final start-up? Next, what measures do Wenzhou clothing have in developing overseas sales channels? In the current report, these questions will be answered one by one.

　 That is the public platform.

It's also a display window.

The trading platform exists and operates in the form of trading companies, and the local staff are mainly employed locally. It is a public property platform for Wenzhou garment enterprises. At the same time, it is also a long-term display window, and products can be displayed free of charge. The enterprises involved should follow the principle of dislocation, avoid homogenization competition, and strive to complement each other.

Wenzhou apparel trade platform in Italy was set up in Italy Marche in March. After a series of preparatory preparations, the day of June 10th officially began its operation. The trading platform exists and operates in the form of trading companies. It is invested by a trading company in Wenzhou and is responsible for the actual operation. The company is well aware of the market situation in Italy and has a large number of customer groups.

The staff in the Italy trading platform are mainly employed locally (expatriates or local Chinese) because they know the local clothing trade and have relevant experience. However, it is also impossible to exclude the possibility of sending personnel from the mainland to cooperate with Italy's resident work when conditions permit.

For the Wenzhou garment enterprises involved in it, Wenzhou apparel trade platform in Italy is a platform with public nature. "It is a long-term display window, and products can be displayed free of charge." Zheng Chenai, President of Wenzhou clothing trade association, said. However, in order to ensure the quality of the products displayed on the platform and the reputation of the entire Wenzhou clothing, there are still some selectivity in the specific operation of the enterprises involved. "The first is to see whether the product is of high quality and characteristic, and then whether the entrepreneur has a strong desire to develop and plan for the future of his own brand, and at the same time, he must have good credit, and the company must have certain strength and scale." Zhang Qiongyao, Secretary General of Wenzhou clothing chamber of Commerce, explained the requirements for enterprises to participate in this platform.

It is reported that there are 16 enterprises in the first batch of franchise platforms, including the company's own apparel group (Group) Co., Ltd., Alda Clothing Co., Ltd., Dalai Lai Garments Co., Ltd. and so on, which have certain strength in Wenzhou. In addition to these conditions, these companies also have differences in their products. This is also a brilliant example of Wenzhou's clothing trade platform in Italy when choosing enterprises.

"We follow the principle of dislocation in choosing enterprises. The products operated by enterprises are different and differentiated, and they can be complementary. We do not want enterprises to compete, but we want to achieve a perfect combination and layout. At the same time, Zhang Qiongyao said, "for example, if we manufacture jackets, we will look for one or two families. Even if the two are producing jackets, their style and material will be different."

In the specific transaction level, first of all, the participating enterprises should constantly develop the samples and send them to the platform by mail or other means of transportation, so as to ensure that there are new products on the platform. If an overseas customer comes to see a product or sample of an enterprise, he can place the order directly, and the platform is responsible for settlement, so as to realize overseas delivery and overseas settlement.

As to why Marche's trading platform in Italy chose to settle in Marche, Ye Duowei, general manager of Wenzhou's clothing trade platform in Italy, gave reasons for it: "Marche is the industrial gathering base for Italy men's clothing enterprises and shoemaking enterprises, and is the seat of the famous brand enterprises and manufacturing industries in Italy. The representative brands in the region are Armani (ARMANI), Versace (VERSACE), D&G, Max Mara, Canali, Ferre and so on. It can be said that Marche is the fashion center of Europe. If Wenzhou's outstanding manufacturing capability can be combined with the design and research capabilities of the other side, "Wenzhou manufacturing" will be more powerful.

　 All parties are in good condition.

Only one carrier is missing.

Through various channels to go abroad and open the international market, this is what we have been striving to do. Now, we have slowly explored some methods and forms, and at the same time, the conditions of Wenzhou clothing are also gradually available. The strength of the three powers of the government, industry associations and enterprises is integrated and coordinated, and resources are shared.

Through this overseas exhibition platform, enterprises can get orders, expand overseas market channels, and facilitate information exchange. For a trading company of single enterprise, this platform can collect multiple products from many enterprises and attract more foreign customers.

After years of development in Wenzhou, both the quality and the overseas influence have been at the forefront of the development of China's garment industry. Last year, a group of Italy clothing enterprises went to Wenzhou to take part in the clothing purchasing week of Wenzhou garment development building and Wenzhou clothing trade association. In the procurement week, Italy enterprises recognized the technology and quality of Wenzhou garments and expressed strong cooperation intentions. Through continuous contacts with overseas markets, Wenzhou apparel has accumulated rich experience in its overseas March. Now is the time to accumulate.

"Through various channels to go abroad and open the international market, this is what we have been striving to do. Now, we have slowly explored some methods and forms, and at the same time, all aspects of clothing in Wenzhou have been gradually achieved. Zhang Qiongyao, Secretary General of Wenzhou clothing trade association, said. As for what exactly is the way to explore, Zhang Qiongyao said, that is, the strength of the three powers of the government, industry associations and enterprises should be integrated together, cooperate with each other, share resources, and then make a template to copy this way.

"The Wenzhou clothing trade association has been trying to find ways and tried many times before, but the result is not very satisfactory. If only the individual behavior of the enterprise, the power will be relatively thin. But on the other hand, such a market-oriented behavior is not acceptable if it is undertaken by the government and industry associations. If we integrate the various forces of the government, industry associations and enterprises and make a template, we can give full play to the subjective initiative of the enterprises under the proper support of the government and make use of the existing resources to start faster. Zhang Qiongyao explained. It can be seen that Wenzhou's clothing trade platform in Italy is not an enterprise's pure self action, nor a product and organization of the government and trade associations. It is a complex that integrates three party forces and resources. In this complex, the enterprise is the main body, the government is the backing, and the industry association is a bridge between the two. The government, trade associations and clothing enterprises have their own responsibilities in this complex.

As the president of Wenzhou clothing trade association, Zheng Chenai believes that through this overseas exhibition platform, enterprises can get orders and expand channels in overseas markets, especially to facilitate information exchange with developed regions of the international garment industry. For a trading company of single enterprise, this platform can collect multiple products from many enterprises and attract more foreign customers.

Ye Duowei, general manager of Wenzhou apparel trade platform in Italy, also said that he hopes to establish long-term trade cooperation with Italy enterprises through the window of trade platform, so that Italy can understand Wenzhou's clothing and let Wenzhou products sell to Italy through this window. In addition, there is another reason why it is difficult for Chinese garment enterprises to do retail in the international market. Therefore, we cooperate with foreign trading companies, brand supermarkets, etc., they are responsible for the specific work of the retail chain. We are responsible for supplying the products to him. Even if the business is not directly retailing, it will increase the profit of the company. " And this is precisely the Wenzhou clothing trade association is very optimistic about this important factor in the overseas trade platform.

　 Deep integration into the international market

Changing the weak position

At present, the position of Chinese clothing in the international market is still very weak. The men's Wear Exhibition in Florence, Italy, is not accepted by Chinese clothing enterprises. Therefore, some enterprises should not participate in the name only of overseas companies. It makes people feel very uncomfortable and has a feeling of discrimination. In fact, many international luxury brands are produced in China. Therefore, we need to change this passive situation and pursue the status of Chinese clothing. Through more communication with the outside world, we may find some good ways to improve our position.

In fact, while Italy's trading platform started operation, Wenzhou clothing's June Italy tour also included a series of other activities.

During the trip to Italy, the Wenzhou clothing trade association also organized more than 40 well-known footwear enterprises such as Jordan and Georges white, and went to various official activities organized by Italy, such as the Italy Marche "100FINESTRE" exhibition held in the meantime, and the special cooperation and exchange meeting between Italy clothing and Wenzhou clothing, and the joint negotiations with Italy shoe and garment enterprises, including the discussion of brand cooperation acquisition related matters. "Wenzhou" At the same time, the Wenzhou clothing trade association also organized Wenzhou clothing enterprises to inspect Marche's famous clothing enterprises.

After the smooth operation of Italy's trading platform, the next step for Wenzhou's overseas apparel layout is to set up 5 similar trading platforms in the year.

"Apart from the point of Italy Marche, we will set up another point in Italy, and the rest will be in Hongkong, Germany and Spain. At present, the establishment of these overseas trading platforms is under negotiation. " Zhang Qiongyao said. Among them, Hongkong, designated as the next stop, will start in August. As early as last year's fashion festival in Hongkong, the Wenzhou clothing trade association had reached the cooperation intention with the Hongkong garment industry association, and set up Wenzhou garment office in Hongkong to take the Hongkong platform as the international high-end business. After the establishment of the "Hongkong station", Wenzhou clothing can receive the international trend news at any distance. In addition, the Wenzhou clothing trade association will also start the New York business office, the Russian commerce and trade department and the Paris commerce and trade department.

Whether Wenzhou's clothing brands have frequent overseas acquisitions, or the future and vigorously expand overseas markets, their original intention is the same, is also simple.

"At present, the position of Chinese clothing in the international market is still very weak. As far as I know, the men's Wear Exhibition in Florence, Italy does not accept the participation of Chinese garment enterprises. Therefore, some enterprises must not participate in the name only of overseas companies. It makes people feel very uncomfortable and has a feeling of discrimination. In fact, many international luxury brands are produced in China. Therefore, we need to change this passive situation and pursue the status of Chinese clothing. Through more communication with the outside world, we may find some good ways to improve our position. " Zhang Qiongyao's words show the simple intention of Wenzhou's clothing going out of the country and entering the overseas market.