Structural Pformation: A Difficult Attempt To Pform The Garment Industry

One phenomenon is

Bobbi's retail price is US $9.9, while in China, the actual export price is $2, after deducting the cost of imported raw materials, Chinese factories actually earn only 0.35 dollars in processing fees.

In this industry chain, we can only get very little value and bring resources to ourselves.

"Chinese enterprises must truly understand the current" made in China "dilemma.

Hu Weiquan, general manager of global marketing group, an international marketing organization, said.

On this basis, we should change from resource driven and factor driven to innovative driven, namely, from sweat economy to smart economy.

Ding Li, director of the scientific research division of Guangdong Academy of Social Sciences, said.

Obviously, "the appreciation of the renminbi has no big impact on the company."

Zheng Chenai, chairman of the apparel company, said that they are ODM, even if the price increases, the downstream buyers can only agree.

He believes that the entire garment industry should also be so. The real impact on enterprises should come from the influence of design, innovation and fashion trends, rather than the appreciation of the renminbi.

In fact, China's clothing industry has begun to pform from the simple OEM way to the ODM mode, and has formed the most complete industrial chain in the world.

At present, tengxu dress master Xu Yunxu is not building factories and recruiting industrial workers, but running for the promotion of Wenzhou clothing development building platform.

In fact, since 2009, since the Wenzhou garment development building was put into use, dozens of large domestic and foreign trade docking seminars and dozens of seminars have been held.

"Wenzhou enterprises generally lack their own brands, especially those unable to quickly connect the market and R & D."

Xu Yunxu said that the clothing building is to bring people together to form scale effects and production and marketing advantages, and develop towards the two ends of the industrial chain.

Tengxu's clothing has been basically outsourced to foreign manufacturers. The independent brand TRACE is also looking for domestic foundry.

Like Xu Yunxu, a clothing company in Nanjing, Jiangsu, is cutting down its own workshop.

This is a factory that started in the early 90s of last century, purely for domestic sales.

Mr. Wang, the boss, said: "our next priority is to expand our stores, Direct stores and franchisees to double this year."

The Xinyi underwear of the South China Sea launched its domestic sales plan in 2005.

From 2005 to 2010, the proportion of the domestic sales of the company increased from 5% to 10%, 15%, 20%, 40% and 55%.

Similarly, the doctoral frog listed on the main board of HKEx in September last year has undergone a pformation process.

Customary

The turning point appeared in 2005.

At that time,

Immediately after that, the doctor frogs 7 authorized brands such as tennis prince, NBA, Manchester United and Juventus.

Then in 2008, Zhong Zheng registered the brand "Baby2" in Japan, commissioned the Japanese OEM processing, and focused on building brands and channels.

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An excellent brand of children's clothing has been made.

Obviously, "OEM is only a single item, and the pursuit of short-term interests."

Ling Fangcai, chairman of Guangdong textiles import and export Limited by Share Ltd, said that creating brands is like investing in their children.

He also discovered the brand value in the export trade, and founded the brand Zhuang Zi Ni in 10 years ago.

Today, Zhuang Zini has achieved breakeven, if only by production costs and sales revenue to calculate, the brand has entered the profit stage.

Like other enterprises, Shun Mei also encountered the problem of product design first in expanding domestic trade.

"We used to make suits only, not focus on R & D design. Now, besides the western style clothes, tie and men's clothing, try to enrich the products so that customers can feel that we are not just suits, but men's clothing and lifestyle."

Shun Mei boss Xue Baojin said.

Before the pformation, there were only 35 designers in the United States of America. After enlarging the domestic trade, the United States introduced designers from Italy, and now there are 15 designers.

At present, designers are also required to take part in ordering meetings, and often go to stores to understand customer needs.

At the same time, senior designers will be sent to Italy for training.

"I think that if we develop the product well and expand the network, we are not afraid of nowhere to process."

Long Dafei, chairman of the board of directors Lu Xianglong, said he now focuses on product development and network construction.

So, while improving his performance, he set up a R & D team of nearly more than 90 people and launched the "strong horse" brand. More importantly, he established the trinity of "integrity interest community" among enterprises, franchisees and consumers.

Chen Zhigang, relying on "100 percent", launched the "Bena Chuan", trying to break the single agent mode, and tried to join. In October 2009, it opened a terminal store in Lianyungang, Yancheng and Wuxi.

In 1997, under the impact of the Asian financial tsunami, Dayang group also gradually developed from OEM mode to ODM, that is, the original designer, and design and produce products according to the specifications and requirements of other manufacturers.

Then, on this basis, Dayang began to create its own brand "creation".

When the financial crisis arrived, Dayang had a more solid foundation.

Dayang set up the production line for this purpose, and began to build a single volume single cut company -- air freight, air pportation, delivery in one week.

At the same time, Dayang launched the direct selling brand YOUSOKU (coolg tribe).

"Now the era of OEM has passed, that is the" weeds period "of textile and clothing. Now domestic enterprises are developing brands, which is" Bush period ".

Snow lotus general Li Dongsheng said.

In 2004, we seized the opportunity of restructuring state-owned enterprises, Beijing Saussurea wool textile group company, Beijing Fashion Textile Co., Ltd. and Kai Xin (Hongkong) Co., Ltd., and jointly established Beijing snow lotus Fashion Textile Co., Ltd.

At the beginning of its establishment, the company was based on two domestic and international markets. On the one hand, it cooperated with ZARA and other international brands. On the other hand, it pursued international fashion and concentrated on the design concept of fashion designers.

In the same way, Saussurea not only won the trust of customers, but also promoted the growth of enterprises themselves, and now enterprises begin to pform from OEM to ODM.

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At the same time, the government has begun to actively promote pformation.

Dongguan has formulated the "1+26" policy framework -- 1 general opinions and 26 supporting policies and measures to promote the industrial structure adjustment and pformation and upgrading of the whole city.

Among them, on the platform construction, Dongguan and Hongkong TDC cooperative enterprises take part in large-scale exhibitions at home and abroad; the "export business domestic marketing guidance program" held jointly with WAL-MART for the exhibition week: cooperate with Alibaba, set up "Dongguan manufacturing" special zone and organize "Expo" on the online trading platform.

In 2009, Dongguan also launched a "centralized declaration" mode for 100 key enterprises to sell domestically, allowing enterprises to "sell first and then sell taxes".

In addition, Dongguan has produced 30 million yuan to provide "centralized guarantee" for domestic sales, so as to solve the problem of backlog of domestic funds.

Therefore, in 2010, Dongguan was awarded the national processing trade.

In May, the Guangdong provincial government executive meeting discussed the principle of the adoption of the modern industry 500 strong project, officially released.

Then, in May 11th, the Guangdong provincial Party committee and the provincial government issued the "opinions on speeding up the pformation of the mode of economic development". In view of the bottlenecks in economic and social development, 40 series of measures were put forward to solve the problems.

Through the implementation of these projects, Guangdong expects to adjust the industrial structure with incremental investment so as to form a "two wheel drive" development pattern as soon as possible.

The pformation is not a simple domestic sale, and the operation of the products in the international market needs to be pformed.

But it's not easy to make a brand.

A clothing boss who was still working on the foundry sighed to reporters.

He tried to create his own brand, but because of lack of experience, the funds were exhausted, and the brand still did not improve. Finally, he had to give up.

Yes, industrial pformation is not easy.

However, on the way of pformation, Chinese and foreign brands began a new round of close combat.