The Output Of "Ningbo Suit" Decreased By 400 Million &Nbsp A Year, And The Era Of New Domestic Sales Has Arrived.

Mr. Chen's business is a company that has been doing OEM for a long time.

Small scale, low technology content and insufficient funds make them disadvantaged in the market competition, but they are also the "market ceiling" that the market forces them to begin to pform and challenge their own growth.

It is not a single enterprise that has encountered growing difficulties. It seems that the whole industry has the same experience.

The data released by Ningbo textile and garment industry management office showed that in 2008, Ningbo's clothing output was 1 billion 853 million, down to 1 billion 428 million pieces in 2009, and reduced by more than 400 million, and the proportion of clothing output in the whole country decreased from 9% in 2008 to 6% in 2009.

"The industry has estimated that the proportion of clothing output in Ningbo accounts for 11% of the total in the country."

Zhou Anbang, director of Ningbo textile and garment industry management office, introduced.

Similarly, the total output value of textile and garment industry in Ningbo above the scale of the whole country is also declining, from 2.93% in 2008 to 2.62% in 2009.

Zhou Anbang said, "in the past few years, the total output value accounted for more than 3% of the whole country. Do not belittle this 3%. It is equivalent to the proportion of a province in Henan."

This set of data is a bit of an eye to the industry.

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Main reason: industrial pfer to central and Western Regions

The proportion of output and output value of "Ningbo suit" has slipped in both parts of the country. There are many deep reasons, and there are many aspects.

Chen Guoqiang, deputy director of the Institute of industrial economics of China Garment Association, believes that this change is also related to the gradual pfer of production bases to the central and western regions and even abroad by many textile and garment enterprises in Ningbo.

In fact, industrial pfer is a normal phenomenon. The development of Ningbo's textile and garment industry is also the result of international industrial pfer.

In the clothing enterprises of Ningbo, the group of Lords can be said to be the first to go out.

As early as 2001, the Three Gorges clothing company started its operation in the new County town of Zigui, Hubei.

In 2003, YOUNGOR built a Western garment production and sales base in Chongqing, and then pferred the textile production base to Kashi, Akesu and Yunnan Xishuangbanna in Xinjiang.

In 2005, Taiping bird Yichang production base and Taiping bird center fashion brand center were completed in Yichang development zone.

In addition, the group has pferred part of the garment production base to Poyang, Jiangxi. The group has shifted some of its garment production base to Fuzhou, Jiangxi. The Vico group and Bo Yang Group have pferred part of the textile production base to Anhui.

"The data of textiles and garments produced outside Ningbo are not in the statistical range of Ningbo, which is an important reason."

Zhou Anbang said.

"The garments exported to Ningbo are mainly knitted garments and less woven garments.

The export of knitted garments is blocked, resulting in a decline in knitting production.

This is another reason for the reduction in production. "

Zhou Anbang said, it is worth noting that the data reflect only the total, but in fact, many Ningbo clothing enterprises are increasingly focusing on the development of heavy quality.

The number of garments produced has been reduced by 400 million, but the output value has changed little. This also shows from a point of view that the "Ningbo pack" is on the surface, but the quality is improving.

"Before speaking of Ningbo clothing, many people will have an illusion that Ningbo's textile level is not high, which can be said 10 years ago, or even 5 years ago, but now, the manufacturing level of Ningbo's textile and garment industry is very strong in the whole world."

Zhou Anbang said that it is a pity that even the same quality garments produced by the same factory can sell high priced brands abroad. If the brand of specimen soil is made in China or the price is low, this is evident in Ningbo clothing.

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Dilemma: encounter "growth ceiling"

"At this fair, there are many businessmen who are interested in our products. The most delighted thing is that many new customers have come."

Mr. Wang, the head of a clothing enterprise in Yinzhou District, Ningbo, looked at the thick card of his customers.

"Although many orders have been received, the amount of gold in some orders is relatively low, and merchants are more expensive.

Now cotton is rising so much that there is little profit. "

Mr. Wang frankly told reporters that they received urgent, small and single, and businesses to suppress prices, quality and delivery time is more critical.

"This situation will be a common predicament faced by China's textile and garment industry. Not only the exuberant exports have been blocked by some European and American developing countries, but also the pressure of competition in the domestic market is bigger and bigger."

Zhou Anbang believes that Ningbo's textile and garment industry has encountered a "headwind", many factors, an invisible "growth ceiling" quietly formed.

This "ceiling phenomenon" is reflected in many aspects, such as increasing gross profit margins, overloading production scale, exhausting export channels, and increasing the shadow of domestic price war.

An industry insider told reporters that the dilemma facing the textile and garment industry must be solved, breaking through the development of "ceiling", which means that the traditional strong industry upgrading has global competitiveness.

Breakthrough: new product gushing out of old brand upgrade

In fact, Ningbo garment enterprises are seeking to break through the "ceiling dilemma" encountered in the development by innovation. This effort is evident in this Expo.

At this year's fair, a number of new brands in Ningbo are rising, and some even go out in black horse stance.

When many people are strange and new to GXG, who founded the menswear brand in Ningbo, the 3 year old men's wear brand has already killed a "blood road" in the clothing trade of men's clothing, and has become the fast growing menswear brand in China.

This year, GXG has more than 400 stores in the country, and sales revenue is expected to exceed 300 million yuan.

"The target market of GXG is about 30 years old people. We just want to do the market in Jiangsu and Zhejiang, but the development momentum exceeds our expectation. Now, our store has spread all over the country, and this year it is expected to exceed 500, and we have launched a GXG brand with a younger age."

GXG general manager Yu Yong told reporters.

"There are many reasons for the success of GXG, but a strong spirit of innovation and good business models are the main reasons for success."

Zhang Xiaofeng, vice president and Secretary General of Ningbo garment industry association, said that the emergence of a group of cutting-edge brands and fierce competition in the market have also forced the old enterprises to innovate continuously to a certain extent.

Reporters found that at this fair, YOUNGOR, Shanshan, Taiping bird and other enterprises created the "two positioning" of the market by creating sub brands, while Luo Meng and other brands were using the new mode to carry out process reengineering to achieve "gorgeous turn".

Taiping bird launched JEANS, TRENDY, COLLECTION, Lok ting and other two tier brands.

Apart from the main promotion of hemp, YOUNGOR has also released 5 sub brands for fashion youth, administrative officials and business people.

The old men's clothing enterprise Luo Meng group displayed its "fast fashion" operation mode at the fair, and began to pform to "fast fashion brand".

"The former Luo Meng concentrated on making some classic suits, with other domestic garment enterprises introducing foreign brands, or launching a new brand alone to get involved in the fast fashion market.

Luo Meng also began the overall pformation, starting with casual wear, business suits, women's dresses and fashion.

Zhu Xulong, President of Luo Meng group, told reporters that the company aimed at the goal of "the first Chinese fashion brand".

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Innovation: building women's clothing brand

Reporters at the clothing Expo found that many brands have avoided the men's edge, the same choice of women's clothing, and the Expo will become the best platform for them to show their elegant demeanor.

"We have reached a cooperation agreement with more than 10 franchisees, and now the franchisees are busy picking the goods they want to order."

Wang Zhoubo, general manager of Ningbo Dafeng Garments Co., Ltd., is very satisfied with the first exhibition of his own brand.

Dafeng dress, located in Gaoqiao Town, Yinzhou District, Ningbo, is a typical OEM manufacturer. It mainly manufactures garments for Japanese enterprises, with an annual export value of 100 million yuan.

But OEM production stalls are very large and there is not much money to make. Before attending the clothing festival, they are exhibiting as an OEM company. A small booth is hung up with several sample clothes, and then they sit and wait for merchants.

Last year, Dafeng founded the women's clothing brand "COOPOOL", and this year with its own brand entered the brand hall for the first time. The 100 square meter large booth was very fashionable, showing 260 kinds of autumn and winter costumes independently designed.

There are many new women's clothing brands in Ningbo in recent years.

OEM, a long-term group of fig group, launched the FIOCCO women's clothing in the high-end women's clothing market 3 years ago.

AI Sheng dress Co., Ltd. founded in 2006, the women's clothing brand Steve&Vivian, now in the country opened 40 stores, recently spared no expense to invite star Chen Yao endorsement.

According to statistics of the Organizing Committee of the Ningbo organizing committee, there are more than 10 women's wear brands.

"Mature brands are constantly upgrading, new brands are emerging, and international brands are constantly coming in. It has become a new highlight of Ningbo's clothing industry."

Zhou Xueming, Secretary General of the Organizing Committee of the organizing committee, said.

In addition to developing women's clothing, Ningbo clothing enterprises also put their eyes on children's clothing.

Apart from last year's "babe Lele" and "spring sprout" children's wear, the children's clothing of the "fun house" was unveiled this year. The newly created children's clothing brand focused on making clothes for children under two years old.

And Kangnan dress exquisite Western style children's dress also let the international buyers at the entertainment fair, Zhang Guoping, chairman of the company told reporters that the price of accessories increased, the survival environment of the clothing industry is increasingly grim, and for the innovation of the dilemma, "Kangnan" specially hired Australia, Leah, Italy and Dubai's "foreign design" this year, and developed a variety of new products with high added value, which is very popular in the market.

"The embarrassment of Ningbo's clothing is big but not strong. The right to speak on the brand is not enough. Many enterprises can only earn some hard-earned money between the front and rear ends of the industrial chain.

To create an independent brand and turn the vision back to China, the same choice of Ningbo clothing enterprises shows that they are seeking a new way out.

An insider told reporters.

This approach has just adapted to the new era of domestic marketing coming quietly.

The first report on the development of China's first textile and garment industry released during the clothing festival, "2009/2010 Ningbo textile and garment industry development report", shows that in 2009, the textile and garment enterprises above Designated Size in Ningbo completed industrial output value of 100 billion 160 million yuan, and the sales value was 97 billion 340 million yuan, of which the value of oral delivery was 45 billion 740 million yuan, and the domestic sales value was 51 billion 610 million yuan.

The proportion of domestic sales of "Ningbo pack" has outstripped exports.

"Under the condition that domestic sales become important sales channels, enterprises need to rely on brand products to interact with quality, innovation, rapid response and social responsibility, so as to establish brand relationship between brand production and consumers, so as to enhance brand added value and brand contribution rate."

Chen Guoqiang, deputy director of the Institute of industrial economics of China Garment Association, believes that only through brand innovation, mode innovation, channel innovation and technological innovation can garment enterprises change from extensive management mode to intensive management and break through the "ceiling" of their growth.