Is It Embarrassing For Textile And Clothing To Go To The Countryside?

Does the seemingly win-win "go to the countryside" can finally be recognized by the market?

Since 2009, the voice of "brand textile and clothing products going to the countryside" has been heard louder than ever.

This idea originally came from the national policy environment for the revitalization of the textile and garment industry. The industry hopes that the state can introduce financial support policies like "home appliances to the countryside" and "car to the countryside", so as to stimulate the desire of rural consumers to purchase, further expand the rural market, and drive the domestic market of the whole industry.

However, after more than a year, some domestic brands and textile and garment enterprises have seen some of them, and some of them have failed.

Why does textile look good for the countryside? Why has it encountered embarrassment? What has affected the sales of our brand textile and garment enterprises to extend to the grass-roots rural market? Is it possible for the brand textile and garment enterprises to have broad rural areas?

Clothing "go to the countryside" hopes policy?

At the beginning of 2009, it was warm and cold.

That is, at this time, policy support for home appliances to the countryside and car to countryside activities are in full swing. It is regarded as a policy of benefiting the people from the market, farmers and the state, and is also an important measure to promote consumption to stimulate domestic demand.

In fact, the situation at that time was due to the lack of marketable products, coupled with the decentralization of the rural market, the high cost of circulation and services, resulting in the high price of rural household appliances, the lack of network, poor service and disorder, which seriously affected the consumption of farmers.

Although some home appliance enterprises have made a lot of efforts and attempts to develop the rural market, it is difficult to form a scale and climate by fighting alone.

As a result, the state has issued a corresponding financial subsidy system to achieve a win-win outcome.

Obviously, the textile and clothing industry that was in trouble at that time also perceived the huge market potential of "going to the countryside". When the international textile and garment market was struggling, "textile clothing went to the countryside" soon got the attention of all sectors of the industry.

Under the condition that the state financial subsidy policy is not clear, some brands of textile and garment enterprises are starting to operate.

For a time, many people in the industry believed that as long as the sales outlets were laid out in rural towns and villages, when the favorable policies such as financial subsidies were introduced, they could easily earn a full pot.

Brand textile and clothing products go to the countryside, rapidly becoming the hot spot of the industry.

However, to this day, the state has not introduced any subsidy policy for textile and clothing going to the countryside. At that time, some enterprises were eager for quick success and instant benefit to lay out the rural market and prepare to seize the opportunity.

In fact, the rural textile and clothing market is indeed an astronomical figure.

However, brand textile and garment enterprises in the rural market layout is not completely without consideration.

The rent of rural towns is low, and the treatment of employees is relatively low. The cost of these provinces can be used as a guarantee for the rural market.

As a result, rural customers saved money and enterprises increased sales.

So what seems to be a win-win scenario, can we finally get the recognition of the market, and what exactly is the road to the brand textile and clothing products going to the countryside?

Is there any difficulty in the rural market? {page_break}

According to statistics, in 2008, the clothing consumption expenditure of urban residents in China was more than 1000 yuan per year, but less than 200 yuan in rural areas.

At present, the gap between the urban and rural income gap is narrowing, and the consumption gap of textile and clothing is expanding.

This abnormal phenomenon further shows that the potential of China's rural textile and garment market is huge.

Some experts have predicted that vast rural areas will become a new bright spot for China's economic growth.

This view has now basically become the consensus of all.

However, when some brand enterprises really face the "going to the countryside", it is suddenly discovered that in the past, the attention and investment direction of the enterprises were basically placed in the domestic urban consumption market, while the rural market was rarely involved.

At the same time, brand textile and garment enterprises, whether design department or sales team, have little knowledge of the rural market.

As we all know, there must be differences between the rural market and the urban market, but we are at a loss as to where the difference is.

Crossing the river by feeling the stones and gradually understanding and understanding the strange rural market is a great adventure.

Jiangsu red bean group seems to be a pioneer in the layout of the rural market.

Since 2009, red beans have been widely set up in the rural areas.

Since then, many well-known domestic textile and garment enterprises have been sinking channels to extend the sales terminals to towns with more developed economy and larger population base.

However, after the real entry into the rural market, this does not mean the towns in the economically developed coastal areas. They are already factories, and the economic volume even exceeds the county level in the mainland.

First of all, the establishment of sales outlets in villages and towns is a dilemma for brand enterprises.

The advantage of self-management mode is that it facilitates management to respond quickly to the decisions of the upper level. However, a series of problems such as warehousing, pportation, distribution, security and so on are highlighted due to the fact that the stores in cities and towns are far away from the cities.

In accordance with the mode of self operation, the cost of such low rent, wages and so on can not be counted, and the original intention of helping the rural market is obviously unable to achieve.

And choose franchising to find dealers who are willing to engage in textile and clothing products. Although they can save a lot of operating costs, the drawback is that sellers are hard to manage. A slight neglect can lead to management out of control, or even such problems, affecting the credibility of the entire brand.

Of course, there are many other modes of operation of "going to the countryside".

But all the changes are basically evolved from the above two models.

Enterprises are also faced with a choice of trade-offs.

In addition, the rural market has another easily overlooked feature, that is, in the vast rural townships, has been accustomed to a customary "go to market" lifestyle.

Every time we go to the market, villagers gather from all sides to buy and sell and entertain in the villages and towns.

But on this day, there will be another unusual cold and cheerless appearance.

As a result, the embarrassment of selling for two or three days was similar to that of sales, but the wages, rents and taxes still need to be paid in those days without business.

As a matter of fact, the sales utilization rate in rural open shop is far lower than that in cities and towns.

Therefore, many brands of textile and garment enterprises enter the rural market, they are in a difficult situation.

Retirement means that the entire rural market will be abandoned. This is something that any textile and garment enterprise is unwilling to do.

Entry means a temporary or prolonged loss, which is also related to the immediate economic interests.

Attention should be paid to rural consumption characteristics.

So how much benefit do the rural consumers have gained from the brand textile and clothing products "going to the countryside"? Do they approve of this brand new sales model?

As we all know, the price of brand textile and clothing products is much higher than that of ordinary products. However, with the continuous growth of disposable income of rural consumer groups, a large number of people have the ability to consume brand textile and clothing products.

However, purchasing power does not necessarily mean consumption, nor does it necessarily mean consumption in the stores established by brand textile and clothing "going to the countryside".

Chou Xiaolu is a grass-roots Township cadre in Hanzhoung, Shaanxi province. Her town is about 1.5 hours' drive from Hanzhoung.

Because of the long journey, Qiu Xiao Lu and her rural cadres and teachers alike live in the villages where they work.

Before buying clothes, Qiu Xiao Lu basically used holidays to buy in Hanzhoung. It takes three hours to go there smoothly, and it takes longer to get wind and rain.

In 2009, a domestic clothing brand store opened a store in the town.

This made Chou Xiaolu and others very happy that they could not travel long enough to buy a new dress.

So soon after the shop opened, she bought a suit of rice white dress.

This new style of dress is natural and suitable for young female cadres such as Qiu Xiao Lu.

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Chou Xiao Lu wore this dress to work. Her colleagues saw that she was beautiful and dressed appropriately. However, when the meeting was held, she suddenly noticed that the female deputy mayor sitting in the middle of the conference room wore a uniform dress.

The untimely "bump shirt" made Chou Xiaolu and the mayor look awkward.

Since then, he has never worn that dress, nor has he entered the store.

A little "bump shirt" incident reflects the soft rib of the brand textile and clothing "going to the countryside": the shop opened, the style of clothing is not as complete as the store in the city, and the townships are so large that everyone's aesthetic conceptions are much the same. If you buy them, you will buy them, and the clothes are the same, making each other's hearts uncomfortable.

Kova, who is in the same town with Chou Xiaolu, plans to get married at the end of the year. The two families are beginning to get up. The man is going to prepare a banquet, a new house, and a woman to prepare dowry.

For bedding, because the town has a home textile enterprise sales shop, Gou Ke's father intends to buy in the town nearby, but this idea quickly met with Kova and fiancee's strong objection, their reason is: marriage is a lifetime matter, no matter how, also want to enter the city, to Hanzhoung to buy.

This is actually a concept peculiar to our farmers. Although the gap between urban and rural areas has narrowed down, shopping in the city is still an important thing in their eyes.

Even if the product brand and specifications are the same, buying in town and buying in town are quite different to them.

It is worth noting that this kind of thought has existed for a long time, and it can not be described too deeply. This idea will continue to prevail in the vast rural areas of China.

The difference between shopping idea and ideology is a very important factor that affects the smooth development of our country's brand textile and clothing products and the promotion of sales volume.

This problem is often ignored by enterprises before entering the rural market, and it will become a huge obstacle for the brand textile and garment products to occupy the rural market for a long time.

However, although China's brand textile and clothing products "go to the countryside" process is slow and arduous, but these should not become an excuse for ignoring product quality.

Rural consumers are slightly weaker than urban consumers in safeguarding their rights and identifying knowledge. It is understood that some enterprises send the defective products directly to stores in rural areas, and use the price reduction and discount to dispose of this part of the unqualified products through the rural market.

This seemingly temporarily relieves the pressure of sales, but in the long run it is "killing the goose that lays the golden eggs".

In the long run, it will disrupt our brand textile and clothing products' entry into the rural market and even die.

In short, in the absence of relevant policies, the brand textile and garment enterprises in the countryside are striping for support.

The big market in rural areas is really there. How can we open up the situation? How can brand textile and clothing products enter the homes of ordinary farmers?