Henan Clothing Is Faced With The Problem Of Strong Production.

In August 31, 2005, "Chinese women's pants watching Zhengzhou" press conference was held in Henan Hall of the Great Hall of the people in Beijing. 12 fashion brands such as M·SUYA, Ya Li Da and ESEY participated in the promotion and opened the prelude to the rise of Henan's clothing.

Nearly 6 years later, "China" Women's trousers Seeing Zhengzhou has become a banner of China's clothing industry, but Henan's clothing is still facing various embarrassments.

Embarrassment 1 price is not more than 1000

Wang Puhen distressed: in the shopping mall, a pair of trousers did not sew straight, but they could sell 2000 yuan. Why can't we sell such good trousers to 2000 yuan?

Not long ago, a friend of Wang Li Pu, an assistant to the chairman of Ya DA dress, was in Zhengzhou. High-end shopping malls He bought a pair of trousers. Wang Pu lifted up his trousers and looked at them. The slit of his trousers was crooked. "This is a defective product in our factory and can't be produced." But what Wang Pu had no way to do was to sell 2000 yuan to each other, while the one was only four hundred or five hundred yuan. "10 years ago, Guangzhou women's trousers did not put Zhengzhou's trousers in the eye. 5 years ago, Guangzhou panties began to pay attention to Zhengzhou. Women's trousers 3 years ago, Guangzhou women's trousers were not satisfied with Zhengzhou's trousers. Nowadays, Guangzhou women's trousers are very comfortable with Zhengzhou's trousers. Zhao Sunli, chairman of the company, is proud to summarize the leap forward development of Zhengzhou's women's trousers. However, what makes Zhao Sunli feel helpless is that the price has never been able to reach a thousand yuan mark.

However, Zhao Sunli said that in recent years they have been improving their profit margins: in 2003, the average price of trousers in Zhengzhou market was 80 yuan, and the average selling price was 120 yuan in 2005. In 2010, the average selling price of each pair was about 200 yuan. However, Zhao Sunli said, we should not mention too high, otherwise we will lose some consumers.

Embarrassment 2 local shopping mall hard to enter

In the past few years, the sales of Zhengzhou women's trousers have been monopolized by stores, while the two provinces are exclusive stores and shopping malls.

In the past few years, Zhengzhou's women's trousers have never been able to break through a strange circle. They are sold in the form of exclusive stores, while two provinces are exclusive sales outlets. Why is this? "Once talked to Denis and Bauhinia department stores, but finally failed to talk about it." Zhao Sunli, who broke into the sales of local department stores, said that the reason for not talking about it was that the location was not good enough. They sell to the mall not for the sake of quantity, but rather to enhance the brand image through first class department stores. "It's not something we don't want to see, but it is related to our target customer layer, which is related to the layout of the whole shopping mall. We have our stock purchase principle." Previously, there was no sign of local clothing brands in shopping malls, and Denis, manager of people's shop of department store of Denis, once said.

Zhang Qinghong, assistant general manager of Zhengzhou general merchandise department, said that they had talked to women's trousers enterprises and related departments several times before, and offered to set up a special area to concentrate on the exhibition of Henan women's trousers, but the two sides finally failed to agree.

However, a clothing company has suggested that if you want to enter the shopping mall, the price difference between the tag price and the factory price must be more than 7 times before losing money. Even if the Zhengzhou trousers are famous brands, the price difference between the tag price and the ex factory price is not more than 3.5 to 4 times. That is to say, Zhengzhou clothing enterprises simply can not afford shopping malls.

Embarrassment 3 wage increase worker shortage

When recruiting for the Spring Festival in 2009, two skilled workers choose one; in July 2009, they are skilled workers only; in the second half of 2010, as long as they are individuals.

Productivity expansion, workers can not keep up, two years of labor cost pressure has become the heart of Henan clothing enterprises. "The highest level of skilled workers can get more than 6000 yuan. Such a high salary is still lacking." Zhao Sunli said. "After the new year this year, a pair of trousers has increased by 20 yuan because of the increase in labor costs." Zhao Sunli explained to reporters the current shortage of labor force: in the beginning of the Spring Festival in 2009, they recruited two skilled workers to choose one; in 2009 July, the three workshop was set up; when they were recruited, they only asked skilled workers to do so; after the Spring Festival in 2010, they did not want to be skilled workers when they were recruited, as long as they were 18 to 45 years old; in the second half of 2010, when the four workshop was established, the recruitment requirements were lower, as long as individuals were allowed.

The most immediate consequence of the shortage of labor is the improvement of workers' benefits. Zhao Sunli said that after the Spring Festival this year, they began to increase wages for front-line workers. The first few days, he saw that the number of front-line workers could get more than 6200 yuan, and there were dozens of people whose monthly wages were more than 5000 yuan. At present, the average salary of the front-line staff has increased by more than 20% over last year.

For Zhengzhou women's pants enterprises, the most worrying thing is the order cycle. In the domestic apparel industry, Western-style clothes are the most mature, followed by casual wear, and women's clothing is the most immature. This can be seen from the order cycle.

For example, there is no problem of ordering no order in suits, because the trend of mastering Western-style clothes is fabrics, and fabrics are in the hands of several core suit brands. They can use fabrics to drive clothing and drive the market, so there is no need to place orders. The order for casual wear is three quarters ahead of schedule, and domestic women's clothing should be ordered two times in advance, while the order period for women's trousers is shorter than that in the 1.5 quarter.

Awkward 4 excipient procurement gets far door

As far as I know, the clothing enterprises in our province spend tens of billions of dollars on the purchase of accessories every year, but now such a huge purchase has been given to the outside world.

Compared with Guangdong, Zhejiang and other places, Henan clothing enterprises are eager to live like that: without going far, they can purchase all the excipients, and can also produce products for their own products.

At present, this is just a beautiful dream for them. The reality is that they need to send special people to Guangdong, Zhejiang and other coastal areas to purchase accessories every year, and then spend a large amount of logistics fees to bring them back. {page_break}

From textile to clothing, there is an important link in the middle: dyeing and finishing, that is, the yarn and grey cloth produced from cotton mill need to be dyed and dyed to make the fabric needed for all kinds of garments.

However, dyeing and finishing has been a "bottleneck" that Zhengzhou textile industry can not break through. Due to this "bottleneck", although Zhengzhou is an important cotton textile base in the country, most of the yarn and grey cloth produced in Zhengzhou are sold to the south, and then sold to all parts of the country after dyeing and finishing. Of course, there are many garment industries that return to Zhengzhou after "gilding" in the south.

It is "gold-plated" because the yarn and grey cloth of Zhengzhou will be transported back to Zhengzhou after the tour of the coast.

M·SUYA boss Chen Yongbin once said: "if the local dyeing and finishing is perfect, the cost of garment enterprises can be reduced by 10% to 15%." "Local clothing companies in Guangzhou may purchase these excipients in a day, but enterprises in Zhengzhou may not be able to find them for two days, which undoubtedly increases the labor cost and time cost of enterprises," he said. Li Gang, executive chairman of the provincial clothing association, said.

Zhao Sunli regrets that there are many textile factories in our province, but printing and dyeing and fabrics are missing. 50% of the fabrics used by Henan's clothing enterprises are from Zhejiang, 40% from Guangdong, 10% from other places, and no fabric from Henan, and accessories are probably the same. "As far as I know, the clothing enterprises in our province spend tens of billions of dollars on the purchase of accessories every year, but now such a huge purchase is given to the outside world."

There is still a long way to go for Henan, from a large garment consumption province to a strong garment production province.