Xingcheng Swimwear Good Industrial Base Boost Brand Development

Xingcheng, a famous historical and cultural city in the southwest of Liaoning province.

Xingcheng

Boost

As we all know, China is a big swimsuit producer in the world. Swimsuit production accounts for 70% of the world's total, while Xingcheng occupies more than 30% of China's swimwear market.

So far, there are more than 120 swimsuit manufacturing enterprises in Xingcheng, nearly 30 swimsuit accessories production enterprises, all of them are private or joint ventures, 71 registered trademarks, 15 thousand employees, annual output can reach 60 million, annual output value is 1 billion yuan, and annual export earnings of foreign exchange are 30 million U. S. dollars.

Xingcheng

Entering Xingcheng, swimsuit enterprises are large and small in the range of dozens of square kilometers, mainly in the urban area.

The products of Yifeng clothing, Tian Shun clothing, Hui de clothing, summer butterfly sporting goods, Hengtai clothing and other key enterprises are almost all exported, and the annual export earnings are more than 1 million US dollars.

"Butterfly posture", "Katie dragon", "POLOVI" and other brands have been registered in Italy, France, Russia, Korea and other countries.

The "golden snow" of Yifeng Sports Clothing Co., Ltd., De Jong's Clothing Co., Ltd., "POLOVI" and so on, are Liaoning famous brand products.

Fight for domestic and export markets

With the continuous deepening and spreading of the global economic crisis, the overwhelming majority of swimsuit production enterprises, mainly exporting, inevitably suffer from the impact.

In the interview, "textile and clothing weekly" reporter learned that in the economic crisis, European and American clothing exports were badly hit, but the Russian dominated market in Eastern Europe was relatively "smaller".

Xingcheng swimwear enterprises are mainly exported from Eastern Europe, so the "winter" of Xingcheng swimsuit is not cold in this crisis.

"Facing the grim foreign trade situation since last year, the vast majority of swimsuit exporters in Xingcheng have profoundly recognized the seriousness of the crisis and made a scientific and reasonable expectation on their export situation. They have taken positive measures to resolve external pressure and avoid risks by adjusting products, strengthening management, controlling costs and improving efficiency."

Yu Xueli, the acting mayor of Xingcheng, introduced.

In the process of inspecting the swimsuit industry in Xingcheng, Chen Shujin, vice president of the China Textile Industry Association, believes that Xingcheng swimsuit enterprises have a high degree of concentration, advanced equipment, perfect hardware facilities and high cohesion.

At the same time, he suggested that Xingcheng swimsuit enterprises should pay attention to the potential domestic market.

It is understood that Xingcheng's bathing suit with obvious foreign trade characteristics relies on its own brand. Most of its export products are independent brands, and some enterprises export their own brands to 100%.

Xingcheng swimsuit enterprises attach great importance to product design, adhere to the principle of independent innovation and quality first. De Jong, Xia die, Tian Shun and other enterprises regard design as the core competitiveness of the brand, and build a stable professional design team by recruiting highly educated design talents and enterprises to train their own talents.

Among them, Yifeng Sports Clothing Co., Ltd. independently developed "new swimming suit with floating body" has won the national patent, and won the "National Science and technology innovation" first prize good results.

Based on the promotion and development of independent brands, Xingcheng swimsuit enterprises have acquired excellent design and R & D capabilities, established a good regional brand image, and laid a solid foundation for enterprises to develop the domestic market.

{page_break}

Government escorts

Industrial parks continue to write the future.

At present, the Xingcheng coastal industrial park is also in full swing. In the first land reclamation by the state, the Xingcheng swimsuit's dream of soaring is about to open.

The swimsuit Industrial Park, which is being planned and constructed in the industrial park, has a planned area of 500 mu, which guides large-scale enterprises and new projects to enter the park and enhances the industrial cluster effect.

It is understood that up to now, 5 swimsuit manufacturers have started construction, with a total investment of 230 million yuan.

The next step is to increase investment and attract foreign investment. By setting up preferential policies and introducing foreign funds, we will build swimsuit fabrics and accessories manufacturers and improve the chain of swimwear industry and form a more complete swimsuit industry gathering area.

At the same time, we will set up the service agencies in the park to build enterprise service platform and public technology platform.

The Xingcheng coastal industrial zone is an important area in the coastal economic belt of Liaoning. It will further enhance the concentration of swimsuit industry and bring the industrial chain effect into full play, which will further boost the growth of enterprises.

At the same time, it will further promote the development of accessories, such as swimsuit lining, cup, packaging, printing and dyeing, and trademark printing, and promote the formation of a virtuous circle.

An important feature of the industrial cluster is that the government should do a good job of supporting services for the industrial platform, and the only swimwear testing and recording laboratory in the county (city) area is born in Xingcheng.

In the past, due to the lack of professional testing organizations in Xingcheng, swimsuit manufacturers had tested all kinds of data in Tianjin, Beijing and Dalian after producing swimsuit products, adding extra burden to enterprises.

In order to facilitate the enterprises to successfully test swimsuits at home, the government has invested nearly 2 million yuan to purchase advanced equipment and recruit technicians so that the swimsuit testing laboratory can operate smoothly, so that Xingcheng has the ability to independently test whether the swimsuit data are up to standard.

In the interview, the reporter also learned that in the face of small and medium-sized garment enterprises loans, Huludao and Xingcheng two level government also invested 5 million yuan, enterprises raised 5 million yuan, jointly set up Huludao swimsuit industry Guarantee Center, solve swimsuit enterprise financing problem, ensure swimsuit production enterprise normal production and operation activities, for Xingcheng swimsuit enterprise's long-distance escort.

Mergers and acquisitions tide

Highlight enterprise spirit

Since the economic crisis, domestic garment enterprises have launched overseas acquisitions and mergers and acquisitions.

Since last year, a number of swimsuit manufacturers in Xingcheng have made strategic plans to merge foreign enterprises and seize the international market.

De Jong Clothing Co., Ltd. is a pillar swimsuit enterprise in Xingcheng. It invested $4 million 800 thousand with the Star Sports Co., Ltd. to successfully acquire the US Gale Company. Jiulong swimsuit invested $3 million to successfully acquire the Bank of Korea and Rong.

In addition, De Jong garment is also preparing to buy a professional swimwear design and sales company in Russia, and is now close to completion.

Li Haifeng said that the acquisition will incorporate all the design, research, development, brand and sales channels of Hingel's company. The entry of the American designer will further promote the improvement of the De Jong designer team. More importantly, the channel of British Gail can help De Jong to deepen its overseas market from its main brand and increase its international competitiveness.

As the Liaoning provincial government further increased its support for overseas mergers and acquisitions, the Xingcheng municipal government has also formulated corresponding support policies, which will give financial support to 10% of the total investment of the M & A projects, and support the swimsuit enterprises to seize the opportunity and actively acquire overseas enterprises.