Fashion Enterprises Catch Up With Fast Fashion Network Direct Marketing Assistant

Zhejiang's textile industry is facing a collective turn.

A few days ago, Sun Ruizhe, vice president of the China Textile Industry Association, said that in the 1-6 month of this year, domestic sales accounted for 81.8% of the textile enterprises above designated size.

As a major province of textile industry, Zhejiang has taken the lead in this pattern change.

Under the pressure of declining external demand and blocked exports, many textile and garment enterprises in Zhejiang have chosen to enter the domestic market. From building brands, strengthening design, establishing channels and subverting business models, they have seized favorable terrain in the domestic market.

Fashion enterprises catch up with fast fashion

Mention ZARA,

The huge market potential of mainland China is undoubtedly the biggest driving force for the crazy expansion of these fast fashion brands.

According to the data released by the National Bureau of Statistics yesterday, the retail sales of clothing, shoes and hats and needle textiles amounted to 314 billion 100 million yuan in the 1-7 months, up 23.8% from the same period last year.

When the "fast fashion" trend swept the world, Zhejiang textile enterprises have been bearing the pressure of falling external demand, rising costs and shortage of labor. How to adjust the market direction, get rid of the more export oriented business mode and expand the potential domestic market has become the most heated issue in the Zhejiang textile industry.

Recently, a clothing brand named "Yi Yi faction" has attracted the attention of the domestic garment industry. Its store image, clothing style and business mode are quite similar to the "fast fashion" brand abroad. At the same time, there are 60 stores in the country.

Behind it is the strong combination of 8 garment enterprises in Wenzhou.

In July of last year, 8 core industries, such as the Wenzhou law group, the joint Austrian pun Nei dress, the Shen Di dress and the Tamar shoes industry, jointly invested in the creation of the "Yi Yi faction" brand, and absorbed more than 150 local manufacturing enterprises in Wenzhou, such as clothing, leather shoes, leather goods and glasses, as product alliance cooperative enterprises.

"Yi Yi faction" is a typical way for Wenzhou garment enterprises to embrace innovation.

Meng Ping, Deputy Secretary General of Zhejiang garment industry association, said that before the Zhejiang garment enterprises relied more on export orders, design, brand and channel were the weakest links in Zhejiang's clothing industry, and the biggest advantage of Yi Yi faction was these weaknesses.

Peng Xing, chairman of the excellent clothing company, said that the "Yi Yi faction" chose a road of "production + virtualization". It relied on the characteristic industries in Wenzhou, taking the brand as the link and the channel as the guarantee, and unified product design, image packaging, brand marketing, and the Consortium as the "excellent clothing" OEM production. It has a breakthrough significance for the Wenzhou garment industry with thousands of enterprises.

Peng Xing said that the best clothing company will strive to open 200 stores in all parts of the country in 3 years, plan to invest 2 billion yuan in 5 years, and open 1000 stores in all parts of the country, and strive to achieve terminal sales of 10 billion yuan.

In fact, before the "Yi Yi faction", many Zhejiang clothing enterprises have begun to subvert the original business models, and have "fast response" as the core of competition.

"A few well-known clothing enterprises in Hangzhou may need a few days to complete the replenishment in the past, but now they can basically complete the report, procurement, production and logistics within 24 hours until they arrive."

Meng Ping said that this rapid response mechanism is crucial to the clothing brand entering the domestic market, and is one of the core competitiveness of the garment industry at the moment.

New channels for Internet direct selling

In the rapid expansion of the "Yi school", digital marketing has also been regarded as an important sales mode for digital and three-dimensional marketing such as mail order and online shopping.

In fact, with the gradual maturity of online shopping channels, many textile enterprises wishing to enter the domestic market regard the network sales channel as an important breakthrough.

Not long ago, Jiaxing Rome Zhong Wang Garment Co., Ltd. opened its own B2C online clothing store -- "good customer."

Relying on this online platform and expanding domestic orders, the Pinghu veteran clothing company, which specializes in foreign trade for over 20 years, has achieved an increase of over 20% in domestic sales over the first half of this year.

A person in charge of the Pinghu Municipal Bureau of foreign trade and economic cooperation said that the leading domestic enterprises of Pinghu's leading clothing industry grew by more than 20%.

For many foreign trade clothing companies who used to do odd processing, choosing e-commerce is undoubtedly a shortcut when the domestic sales system is not yet fully established.

Zhang Zhong, director of import and Export Department of Rome Zhong Wang, said that the company has been concerned about the operation mode of professional clothing e-commerce websites such as "domestic customer service" and "Masa Marceau". It has a shadow to some extent, mainly selling men's business casual wear such as shirts, trousers and POLO shirts.

Since the beginning of the campaign, the publicity campaign has not yet been rolled out, but the company has decided that this is a general direction.

In Zhejiang, the Chinese clothing network was born in 2001. It is the earliest and the largest clothing e-commerce website in China.

China's Internet first shares and the business treasure of the listed companies join hands with China apparel net to create the clothing B2C website, the clothing net, which has also entered the field in an all-round way. Online sales of clothing, such as men's wear, sports, leisure, underwear, footwear, luggage accessories, etc., are aimed at creating the largest brand clothing online shopping mall in China.

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Data show that in 2009, the sales volume of China's clothing market reached 1 trillion and 49 billion 90 million yuan.

Among them, the online sales of clothing category is 3 billion 900 million yuan.

Since 2007, apparel online retailing has been growing rapidly, with annual growth rate of more than 80%. Clothing has also become the largest category of online retailing.

Insiders pointed out that through the early cultivation of the market, and the guidance of Internet users' consumption thinking and consumption habits, clothing e-commerce has become the biggest highlight of industrial development, and traditional clothing channels including Yintai department store have also entered the network retail business.

Expanding domestic sales still needs great efforts.

Whether it is the "fast fashion" route or the development of online direct selling, the value of the domestic market is valued by Zhejiang garment enterprises.

However, the pformation of domestic sales, from brand, design, production to sales, all have to re-establish the new system, for most of the enterprises accustomed to the simple mode of processing foreign trade orders, it is no easy task, therefore, the examples of failure are not rare.

A home textile company in Xiaoshan has done nearly 10 years of foreign trade processing, mainly for some European and American mainstream brands to do OEM.

Beginning in 2008, the financial crisis led to a sharp decline in orders, coupled with the continuous rise of various costs, the profits of enterprises close to zero.

Starting in 2009, the company began to pform itself into domestic sales, set up its own brand and opened nearly ten stores in Beijing, Shanghai and Hangzhou.

In the same year, many home textile enterprises including Shaoxing, Xiaoshan, Huzhou and other places began to enter the domestic market with the same steps and methods. Some enterprises even opened dozens of stores in the country.

"However, compared with clothing, the perception of home textiles consumption in the domestic market is obviously not mature enough."

Mr. Wang, director of the enterprise, said that families in Europe and America may have to replace two or three sets of sheets each year, but Chinese ordinary families may not be able to change them for several years.

Although the profit rate of home textile products is 10% higher than that of exports, not every company can grasp it. Many enterprises turn around and enter the domestic market and find that the domestic textile market is already overcrowded and strong.

"At present, there are three brands of Roland, mercury and fuanna in the domestic market. There are not hundreds of other brands, so it is almost impossible for us, such a small and medium-sized enterprise, to get a share from such a fierce market competition."

Mr. Wang said that the establishment of dozens of exclusive stores, at least need to invest tens of millions of yuan.

"Clothing enterprises are also facing this problem."

Meng Ping, Deputy Secretary General of Zhejiang garment industry association, said that at present, not only the domestic foreign trade clothing enterprises are in pition to enter the domestic market, but also some foreign two or three line brands are entering China in large numbers. In March this year, a large number of brands from Italy, France, Britain, the United States and other countries participated in a clothing purchasing conference, and they were all concentrating on entering the Chinese market.