Rongcheng Garment Industry's "Three Big Changes" Enter The High-End Market

Clothing is Rongcheng County The leading industry of the economy. There are 830 garment enterprises in the county and 1800 garment processing households. The annual production capacity is 410 million pieces (sets), which cover 6 series and more than 500 varieties of suits, shirts, leisure and cotton wear, and the products are exported to more than 50 countries and regions. In the first half of this year, the County garment industry completed output value of 7 billion 230 million yuan, an increase of 24.3% over the same period, accounting for 81.4% of all industrial enterprises. The contribution rate of clothing industry to fiscal revenue and per capita net income of farmers reached 39.4% and 45.1% respectively.

From the 80s of last century, the development of clothing industry in Rongcheng county was like the star of fire and fire, and achieved the reputation of "famous clothing city in northern China". Up to now, the development of Rongcheng's clothing industry has been ups and downs. Zhang Hao, Secretary of the county Party committee, told reporters that in order to keep the garment industry bigger and stronger, the county Party committee and the county government made many in-depth investigations on the basis of the enterprise investigation, and clearly put forward the ideas of changing the way of operation, changing the brand building and changing the mode of economic development, vigorously adjusting the industrial structure, and promoting the development of Rongcheng's clothing industry to the high end.

The mode of operation is from production to processing. Marketing Management change

In July 26th, the reporter saw in the workshop of the Australian garment group that the workers were busy producing in the air-conditioned workshop. Zhou Yancheng, chairman of the board, told reporters: "although we do not worry about orders now, this method is for others to process, which to a large extent restricts the development of enterprises. In the future, we will actively shift to independent marketing and strive to improve economic efficiency. "

To break away from the concept of enterprise's self complacency and actively promote the spanformation of business mode from production and processing to marketing, has become a top priority for the development of clothing in Rongcheng county.

To this end, Rongcheng County implemented the "go out, create momentum and catch the typical" method, organized 20 batches, and more than 60 backbone enterprises visited Zhejiang, Guangzhou and other places. At the same time, more than ten million yuan and 15 clothing items were invested, and fixed assets investment was 720 million yuan.

We should highlight and optimize the organizational structure of enterprises, carry out the reengineering of backbone enterprises in the whole county, adhere to relying on project construction, and support garment enterprises with brand advantages to expand their scale and grade, and encourage enterprises.

Brand spanformation from OEM to independent brand building

"The focus of future development of clothing enterprises in Rongcheng county is to actively take the road of brand innovation, accelerate the spanformation from OEM to independent brand building, and set up the image of Rongcheng clothing." County magistrate Li Shaoxiang told reporters.

On the basis of borrowing, licensing and linking with famous enterprises, Rongcheng county has developed a clothing brand with independent intellectual property rights and expanded the export proportion of its own brand. In order to effectively enhance the concept of "famous brand development", the county actively encourages and leads the garment enterprises in the county to embrace the market at home and abroad, and docking with large enterprises at home and abroad. At the same time, the county Party committee and the county government issued the "Rongcheng County clothing brand construction incentives", the Chinese famous brand, the well-known trademarks of China's enterprises, the implementation of the award of 1 million yuan, and strive to create 1 to 2 national brand.

In order to speed up Independent brand Many enterprises in the county have also sought their own effective ways. They create their own clothing brand by borrowing the "Star" effect and employing the image spokesperson, thus making the reputation of the enterprise product "loudly". The county's Li you and Ji Hongxing enterprises have registered 12 clothing brands in the European Union, France, Czech, Hungary, Russia and other countries and regions, earning about 10000000 US dollars annually, accounting for 10% of the total export volume of the county.

Economic growth from output expansion to upgrading of value-added products

"If the garment industry in Rongcheng wants to occupy the market both at home and abroad forever, it will not be possible to rely solely on expanding production. The most important thing is to continuously upgrade the economic value added of its products. And the key factor to improve the added value is to improve the technical content of the product and create quality products in an all-round way. Zhang Hao, Secretary of the county Party committee, told reporters.

In this regard, Rongcheng county actively takes the road of scientific and technological innovation, introducing talents, introducing advanced equipment from abroad, and accelerating the pace of technological spanformation, becoming the three magic weapon for the scientific and technological progress of Rongcheng garment enterprises.

The county has further increased investment in R & D links, and has set up the garment Productivity Promotion Center in the province. It has introduced more than 100 advanced technologies to promote the annual technological spanformation of the County garment industry to invest more than 200 million yuan. At present, it is pressing to establish joint-stock "Rongcheng garment research and development center" and strive to build "Rongcheng clothing exhibition and sales center" at an early date.

At the same time, the county has strengthened communication and cooperation with universities such as Beijing Institute Of Fashion Technology and Tianjin Textile Institute. Through the "science and technology enterprises" and "school enterprise cooperation", it has trained professional and managerial personnel to enhance their own R & D capabilities. In the first half of this year, more than 120 people were introduced. Jinhai fashion group invites famous brand manufacturers and technicians to guide the company throughout the year, and sends a group of technicians and managers to study in Shanghai, Beijing and Shenzhen each year, so that the quality of the suits is first-class.