2010 Pformation Of Ningbo Fashion Mode Faces Bottlenecks.

In October 24th, on the last day of the fourteenth Ningbo international costumes fair, Mr. Chen, head of a clothing enterprise in Zhenhai, Ningbo, still sticks to his post and warmly welcome businessmen who come to talk.

"Look, our men's wear, women's wear and children's wear are playing their own brands."

Mr. Chen pointed out that the prices of raw materials such as cotton and raw materials increased, labor costs increased, the appreciation of the renminbi became more and more difficult. After that, the company was prepared to put more energy into developing the domestic market with its own brand.

Scale decline and quality rise

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 2009, Ningbo's clothing output was 1 billion 428 million, a decrease of more than 400 million, and the proportion of clothing output in the country decreased from 9% in 2008 to 6% in 2009.

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.

Why are the two important indicators of "Ningbo Costume" dropping so much? Is the competitiveness of Ningbo's textile and clothing lost?

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 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 in Hubei began to put into operation in the new County town of Zigui. In 2003, YOUNGOR built the Western garment production and sales base in Chongqing, then pferred the textile production base to Xinjiang, Kashi, Akesu and Yunnan Xishuangbanna. In 2005, the Taiping bird production base and the central and Western fashion brand center were completed in the Yichang development area. In addition, the group changed some of the garment production base to Yichang.

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

Zhou Anbang, director of Ningbo textile and garment industry management office, said: "the garments exported by 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. "

It is worth noting that the data reflect only the total amount, but in fact, many Ningbo clothing enterprises are paying more and more attention to the development.

The number of garments produced has been reduced by 400 million, but the output value has changed little. This is another explanation 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 ten years ago, or even five years ago, but now, the manufacturing level of Ningbo's textile and garment industry is very strong in the whole world."

Zhou Anbang said.

It is a pity that even the same quality clothing produced by the same factory can be sold at a high price if it is marked with foreign brands. If the specimen soil brand is made in China or the price is low, this is evident in Ningbo clothing.

Zhou Anbang believes that Ningbo textile and clothing industry has met the "top wind", and under many factors, an invisible "growth ceiling" has 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.

Seeking to break through the "ceiling dilemma"

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 three 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.

"We just want to do the market in Jiangsu and Zhejiang, but the development momentum has exceeded our expectations. 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 the city garment industry association, said that the emergence of a group of cutting-edge brands and fierce competition in the market have also forced some old enterprises to innovate.

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 five 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.

In addition, reporters at the Clothing Fair found that many brands had avoided the men's wear, and had chosen the women's clothing by coincidence, and the costume fair became 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, is a typical OEM manufacturer, which mainly manufactures garments for Japanese enterprises, with an annual export value of 100 million yuan.

However, the production of foundry stalls is large and there is not much money to make.

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.

In addition, the long term OEM group has launched a FIOCCO dress for high-end women's clothing three years ago. The women's clothing brand Steve&Vivian, founded in 2006 by AI Sheng dress Co., Ltd., now has 40 stores in the country, and recently asked for celebrity endorsement by Chen Yao.

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.

In addition to last year's "Barbie Lele" and "spring sprout" children's wear, the children's clothing of "fun house" was unveiled this year.

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 designers this year to develop a variety of new products with high added value, which is very popular in the market.

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.

"Domestic sales become important.