Wenzhou, A Famous Clothing City, Is Eager To Break Through The "Four Embarrassment".

"Worn in Wenzhou" and "China"

Wenzhou shopping mall is hard to find local brands

Wenzhou shopping mall rarely seen "Wenzhou clothing" is no longer a secret.

The biggest shopping mall in Wenzhou is Tai, times and Yintai, and local women's wear, casual wear and men's wear are few and far between.

"Before it can occupy the best position in the shopping mall, and then the famous domestic brands come, we evacuate to the remote corner of the shopping mall. Now more international brands come, and local and domestic brand clothing has been squeezed out of the shopping mall."

Chen Xiaoxiang, chairman of Xia Meng clothing, revealed the awkward realities that local clothing had to face.

Zheng Chenai, chairman of the company, also felt that he had brought his products to France in his early years.

"Our products are of good quality and the price is fine, but the French do not want to use our brand."

After years of talking with reporters today, he still felt a dull pain in his heart.

"The first big brands abroad, and then a large number of second-line brands and big brands of foreign brands have poured into Wenzhou. In recent years, the momentum has been too fierce!" said Zhang Qiongyao, Secretary General of Wenzhou clothing trade association. Take the Danish women's brand ONLY, which sells well now, for example, in the month of Yintai, it can sell 1 million yuan without promotion.

But a brand of warm women's clothing is usually only 2.3 million yuan per month, even if it is promoted, it can only be $5. 6 million.

"Clothing brand is the sediment of culture and history, the quality of production process is even the same as that of product, but the price and sales space are different."

Zhang Qiongyao revealed the frustration of local clothing.

Domestic trouble and foreign invasion

Is there a fracture crisis in the industrial chain?

"A few years ago, Fujian garment enterprises made processing for Wenzhou, and now Wenzhou garment enterprises are processing Fujian."

This is a popular saying in the industry.

In recent years, enterprises in Fujian, Guangzhou and other places, with the support of the government, have been playing the leading role in leisure wear, increased advertising input and marketing efforts, and have pioneered nationwide sales networks.

The rise of garment industry in Jiangsu, Shandong and other places snatched larger foreign trade orders.

"The age of Wenzhou men's wear has passed, and Shenzhen women's clothing has a higher technological content.

They not only have a large number of skilled workers from Jiangsu and Zhejiang provinces, but also have access to advanced technology, management and equipment in Hong Kong and Taiwan, which have posed a serious threat to women's clothing in Wenzhou.

Zhang Qiongyao said.

A few years of market turbulence, the current situation of our garment industry chain is: the upstream surface accessories manufacturers are almost zero, raw materials rely on foreign procurement, supporting zippers, buttons and other specialized supporting markets in recent years are gradually declining.

Most of the clothing market, such as the Miao fruit temple, the power head, and so on, were no longer in sight. Most of them went into the dim lights of history, and sales mainly depended on the national market.

International brands have created an unprecedented threat to Wenzhou's local brands.

Spain's ZARA is a clear example.

"These three foreign brands have 400 different styles on Monday, a pair of jeans at around 400 yuan, and there is still room for price reduction." the industry is very worried about the similarities in local clothing production, brand practices and even the brand itself.

Ren Jianxin, chairman of the needle clothing company, was in peace with danger. He put forward the disadvantage of Wenzhou's "three heads out of the country": marketing, raw materials, migrant workers outside, disorderly competition disrupting the market, high business costs, and obvious cost loss. Even how far the "OEM" road can go is unknown.

Lack of land and lack of people

Up to now, there is no decent park.

"We do not want to leave home, but where are our development opportunities?" a person in charge of a clothing company who did not want to be named was very impressed by the interview.

"Who wants to stay in home development? But when companies want to do something, they have to write a lot of applications, plans, and sometimes they can't wait to respond."

The boss told the confusion of "going or not going": there is not a decent clothing production Park in Wenzhou now.

The cluster effect is not played out, but the business cost remains high.

And now the clothing industry has already returned from the original profits to the era of meager profit, the industry profit is around 6%.

"If you are willing to invest here, we will give you zero land price at all costs, and the government will invest 30 million yuan to work with you."

Recently, a local government official in Jiangxi has offered preferential conditions to Wen Hui.

In our city, many small and medium-sized clothing enterprises are badly needed and lack of people.

At the same time, Kunshan, Wuxi, Jinjiang and other places in order to attract investment in Zhejiang merchants, low-cost or even free to provide land, commitment to hardware facilities are responsive, which is the city's land constrained enterprises, the temptation can be imagined.

Zhang Qiongyao believes that the relocation of headquarters means that the business strategy of garment enterprises is pferred to a higher level.

Clothing used to be regarded as a traditional industry, but now it is endowed with more cultural connotations. It is known as the urban industry and fashion industry, and big cities are more conducive to resource allocation and internationalization. These characteristics determine that the shift of garment enterprises to big cities is an inevitable phenomenon.

The clothing trade association encourages enterprises to keep their headquarters in Wenzhou, and put their design and marketing centers in big cities such as Shanghai and Guangzhou, and move their production shops to the central and western regions, so as to solve the shortage of migrant workers.

However, in recent years, the shortage of migrant workers has made it impossible for enterprises in the central and western regions to recruit people, and even if the raw materials are rising, even if they go out, it may not be the only good policy.

"Pluralistic" mystery

Clothing makers are building houses.

A phenomenon worth pondering is that half of the top 100 enterprises announced by our city are involved in real estate, many of which are garment giants.

"Slow industrial upgrading, low profits, unwilling to invest too much money in R & D and upgrading of enterprises, and satisfy the pursuit of real estate, stock market and other lucrative industries, has become the common choice of many apparel enterprises."

Zhou Dewen, President of Wenzhou SME Development Association, believes that in the long run, Wenzhou will have a negative impact on the manufacturing industry.

"It can not be said that diversified development is wrong, but if too much energy and capital are invested in other industries, it is bound to affect our bank."

Zhang Qiongyao also expressed concern about this.

She believes that to some extent, clothing enterprises will invest resources in other industries, which is one of the reasons leading to the main industry can not continue to grow.

In recent years, the failure of garment enterprises has failed because of the failure of the clothing business.

It's being dragged down by other investment projects outside. "

According to the insiders, although profits have been diluted, enterprises can earn enough money to earn money from processing.

At present, some of Wenzhou's clothing counterparts often "go to the hole". Once the main business is in a bad mood, the momentum will definitely cause a chain reaction.

Compared with the vigorous and vigorous early this century, some famous clothing brands have disappeared, which is a pity.