Zhejiang Clothing Enterprises Aim At The Domestic Market

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.

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.