Dongguan Step By Step To Make The Domestic Market

According to statistics, in 2008, the total industrial output value of Hong Kong, Macao and Taiwan investment enterprises and foreign-invested enterprises above the scale accounted for more than 66% of the total output value of the textile and garment industry, of which about 53% of Hong Kong, Macao and Taiwan invested enterprises.

But in Dongguan textile and clothing enterprises with operating income exceeding 500 million yuan, private enterprises accounted for 60%, and in Dongguan textile and clothing enterprises with operating income over 1 billion yuan, Private enterprise Accounting for 50%, private enterprises have become the leading sheep in Dongguan's textile and garment industry.

This set of data provided by the map of Dongguan textile and garment industry should be able to strengthen the confidence of Dongguan garment enterprises, especially foreign-funded garment enterprises, to sell domestically, and also reveal the huge potential of domestic clothing enterprises. The experience of Dongguan's private clothing enterprises in developing the domestic market can also provide reference for Dongguan's foreign-funded enterprises.

The most important experience of Dongguan's private enterprises is to do things one step at a time. For the domestic market Market. Clothing enterprises in Humen and cha Shan saw the limitations of processing trade earlier. They took the road of brand in advance, arranged the mainland market and laid marketing channels, while most foreign-funded enterprises stuck to the processing trade and made quick money. In this way, an interesting phenomenon appeared in Humen, that is, the Taiwanese businessmen who had taken the lead in Humen clothing had encountered the bottleneck of development, but they did not belong to the local private enterprises.

The biggest problem encountered by Taiwanese businessmen is the lack of brand and domestic marketing channels. In recent ten years, Humen has bred famous brands such as YISHION, pine hawk, fox fairy and so on. Cha Shan has also launched influential brands such as sparrow, rabbit and so on, but there is not one brand made by Taiwanese businessmen.

Vice president of Dongguan Taiwan Association Humen branch Guo Zheng Zhong It is believed that the biggest mistake of Taiwan clothing enterprises is that "everyone is sticking to the Taiwan market" and "failed to open the customer base". In the positioning of enterprises, they are mainly wholesale, and feel that brands are not important and domestic sales are not important.

The advantages of Dongguan's leading garment enterprises have been systematized and institutionalized, which is thousands of miles away from the attitude of the foreign garment enterprises away from the market and ignoring change. The vision of the garment enterprises in foreign enterprises is broad and the information is wide. Not only for the Dongguan enterprises, but also for the market, Dongguan garment enterprises are more active and fast. On the mastery of fashion, Humen's clothing enterprises can only look at directories and produce identical products in second days.

Dongguan garment enterprises have formed the system capability of keeping up with fashion, changing market needs, organizing design and production, organizing marketing at low cost, and expanding brand influence, which are very important experience of enterprise transformation for foreign garment enterprises.