Decrypt! Why Does The Brand Clothing Industry In Wenzhou Stop?

The market will not give enterprises second opportunities once they abandon the clothing industry and want to enter.

A few years ago, Wenzhou clothing enterprises participated in the exhibition, invited the image spokesperson and put up advertisements to build a famous Chinese clothing city.

People can't help asking, "what's wrong with Wenzhou's clothing industry?"

Scenery no longer

Nowadays, it is difficult to see Wenzhou's clothing brand in the domestic market. Even the biggest shopping mall in Wenzhou is open, the times and the Wenzhou industry are very few.

"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 famous brands come, the brand clothing of Wenzhou has been squeezed out of the shopping mall."

Chen Xiaoxiang, the chairman of the Xia Meng clothing, revealed the embarrassing reality of Wenzhou clothing.

According to Zhang Qiongyao, Secretary General of Wenzhou clothing chamber of Commerce, the Fujian enterprise has been processing Wenzhou brand in the past few years, and now it is the Wenzhou enterprise to process the Fujian brand.

In recent years, enterprises in Fujian, Guangzhou and other places, with the support of the government, have been playing the main role of casual wear, increasing advertising input and marketing efforts, and establishing a sales network nationwide.

They let Wenzhou men wear lead the world into history.

"In terms of women's wear, Shenzhen women's clothing has a higher technical content and poses a serious threat to the women's clothing industry in Wenzhou."

Zhang Qiongyao said.

In terms of foreign trade, the rapid rise of garment industry in Jiangsu and Shandong has taken away larger foreign trade orders.

Nowadays, the clothing industry in Wenzhou can be said to be "Besieged everywhere".

In fact, after all these years of market competition and the influence of Wenzhou's clothing industry, the entire Wenzhou apparel industry chain is in a state of atrophy: the upstream surface accessories manufacturers are almost zero, the raw materials rely on field purchases, and the specialized supporting markets such as zippers and buttons have been gradually declining in recent years.

Ren Jianxin, chairman of the needle clothing company, told reporters that Wenzhou clothing industry now has three disadvantages: "marketing, raw materials and migrant workers".

In addition, disorderly competition disrupts the market, business costs remain high, cost advantages have been significantly lost, and even how far the "OEM" road can go is unknown.

"The outside world often uses license plates to qualify Zhejiang's clothing industry in three places, and Wenzhou is the third place."

Zheng Chenai, President of Wenzhou clothing trade association, expressed concern about the declining reality of Wenzhou's clothing industry.

Lack of talent

"The boss of Wenzhou has a common problem, that is, he does not believe in professional managers. He likes to do everything in his own right.

The bigger the business, the greater the risk. "

There is such a statement in the summary report of the pformation and upgrading of Wenzhou municipal Party committee's research office.

Zhuang Aitao, the first president of the Wenzhou clothing trade association's Designer Association, also said: "what is most lacking in Wenzhou's clothing industry is talents and reasonable training mechanism."

Zhuang Aitao has worked in newspapers, birds, French, YOUNGOR, and Qipai, and has made an in-depth analysis of the management mode of men's clothing enterprises in the three schools of Wenzhou, Ningbo and Fujian.

According to him, in the Qipai company, weekly management meetings such as designers and bosses will rain or shine.

At the meeting, the director of design will bring up all kinds of questions and discuss and analyze them together. Finally, the boss will make a summary on the spot, make clear responsibilities, and promote the work in a systematic manner in a timely manner.

Such a convention system has never been touched in Wenzhou enterprises.

At the same time, Wenzhou entrepreneurs lack effective knowledge of talent value.

In Wenzhou, a designer's annual salary is 400 thousand, which is already touching the ceiling.

In Shenzhen, Hangzhou, Ningbo, Fujian and other places, the chief executive's annual salary is over 1 million.

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In addition, Wenzhou garment enterprises still lack the room for growth of design talents.

Compared with other cities, the lack of talents in the growth stage of Wenzhou's design talents has greatly restricted the development and growth of Wenzhou's creative industries.

This space is reflected in the echelon construction of the designer from the assistant to the chief designer, the chief designer and the design director.

Without such echelon, designers can hardly get exercise and grow.

Zhuang Aitao told reporters that in Fujian, some clothing entrepreneurs often said, "I will not touch real estate in three to four years."

In Wenzhou, it seems that all the famous clothing enterprises are doing real estate development.

"The most important thing that Wenzhou clothing owners lack is the sense of concentration of Fu Jian people."

"The boss is dedicated to making clothes, and he also inspires people around him."

Zhuang Aitao said.

No concentration.

In fact, it is no secret that Wenzhou's clothing enterprises have their own second industries and tertiary industries.

"Slow industrial upgrading, low profits, unwilling to invest too much money in R & D and upgrading of enterprises, and being content to pursue profitable industries such as real estate, minerals and stock markets has become the common choice of many apparel enterprises."

Zhou Dewen, President of Wenzhou SME Development Association, said.

Ceng Xuguang, chairman of Huashi clothing, has always focused on the field of clothing. He has been trying in some non garment industries in recent years.

Investment in real estate, energy and nonferrous metals has brought him back, and of course clothing production is still busy.

However, he has basically stopped asking about clothes daily production or orders, and he is satisfied with the current steady processing status for the clothing industry.

In Wenzhou, bosses such as Huashi give the clothing industry to their staff and invest in other businesses.

When the first tier brand enterprises cross fields and enjoy the pleasure of high returns, some two or three line brands are either helpless or unable to resist the temptation of high profits. Some of them slow down the development of the main industry, and some even give up their main businesses.

"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 expressed concern about the diversification of Wenzhou's clothing enterprises.

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.

According to the Wenzhou clothing trade association's investigation, in recent years, the garment enterprises which failed in the past few years failed to fail because of the failure of the clothing business, but they were dragged down by other investment projects outside.

Chen Min, chairman of Chuang Ji, said, "obtaining high profits through investment is also conducive to the development of enterprises.

The key is that enterprises must never give up the main business if they want to maintain their main business status, because once the enterprise abandons the industry and wants to enter again, the market will never give the enterprise second opportunities.

Now, the clothing enterprises in Wenzhou are in such an awkward position. When they return to the garment industry once again, they will face more intense competition.

Zheng Chenai told reporters that "the chamber of Commerce will sort out the clothing industry in Wenzhou to help enterprises find a breakthrough in the industry."

At the same time, the Wenzhou municipal government industry is also pushing the pformation and upgrading of the garment industry.

In 2011, we look forward to new changes in Wenzhou's clothing industry.