Profits Decline, Market Shrinks &Nbsp; Part Of Garment Foreign Trade Enterprises "Touches" Transformation

The 109th Canton Fair has just ended. foreign trade Enterprises reflect that now there is a single dare not answer, afraid to receive more, the more the loss. Chen Qinglin, director of Huarui (Nanjing) Garments Co., Ltd., said that the company has been doing foreign trade for 20 years, especially in recent years. At present, the cost of raw materials such as cotton yarn and cotton cloth increased by 30% - 40% compared with the same period last year, and labor cost rose by 10% - 20% compared with the same period last year. In addition, the RMB continued to appreciate against the US dollar, and the profit dropped by about 20% compared with the same period last year. "There is no single answer. I feel nervous. I worry about making money and worrying all day." Chen Qinglin said, at present, the profit of the company's foreign trade is already low.

At the same time, manufacturers in Southeast Asia began to grab the "rice bowl" of Chinese manufacturers with their low labor costs. It is understood that the average monthly salary of the workers in the garment factories in the Yangtze River Delta area is 500 dollars, while the workers in Kampuchea, Bangladesh and Vietnam earn 50 to 80 dollars per month. Nowadays, Zara, H&M, GAP and other international garment enterprises are taking low technology and low price clothes to Southeast Asia to do their small batch and complex styles in China. It is not expected that such a situation will last long, because with the development of industry in Southeast Asian countries, they will be able to make any style of clothes in 3 to 5 years.

　 Transformation of domestic sales, skipping shop directly open shop

The road of export is narrower and narrower. It has reached the point where non transformation is impossible. The huge domestic market has naturally become the best choice for foreign trade enterprises.

It is understood that Nanjing clothing trade Co., Ltd., Nanjing Golden Island Clothing Co., Ltd. and other garment foreign trade enterprises have registered their own trade brand, opened several stores in the local. At the beginning of the transformation, Chen Qinglin also considered doing a physical store, but eventually chose online trading.

"Our clothing It belongs to business and leisure. If you want to open a physical store, you have to rent a paving in the hot business circle, or a large shopping mall in front of the line, which is expensive, and consumers do not have enough awareness of our brand. It will take a long time to make profits. " Chen Qinglin believes that the advantages of the network platform are many -- no store rent, water and electricity expenditure, no need to hire a salesperson, the cost is greatly reduced; shops do not shut up for 24 hours, and the propagation speed of publicity effect is amazing.

In this way, Hua Rui first opened flagship stores in Taobao mall, then began to build its own B2C website, the "Johnson" website, which was launched in October last year. At present, it receives an average of 100 orders per day. "Every day I watch the visits increase steadily, and dozens of clothes are sold out in a day, and I feel very excited." Chen Qinglin said.

　 Foreign trade enterprises do Electronic Commerce There are many lessons to be filled.

At present, there are not many local foreign trade garment enterprises actually establishing network platforms. The "ETON KIDD" brand children's clothing of Su Mei dress has opened flagship stores in Taobao mall, selling more than 20 thousand pieces, while most other businesses only use the website as a platform for display.

After the first taste of sweetness, Chen Qinglin found that there were still a lot of homework to do. He said that from the preparation of the website to now, the sales volume is only about 2 million 500 thousand yuan, accounting for only 2% of the company's export revenue. "Front-end interface optimization, backstage system management, payment expansion, logistics and distribution system improvement, online customer service training, and even consumer psychology research. All of this will start from scratch. " Chen Qinglin said that the clothes sold on the website can not copy the order patterns from foreign designers, and they must be improved according to the needs of the Chinese people. At present, Chen Qinglin has set up a professional team of 12 people to take charge of the whole website construction. "Next year, we hope to achieve 1000 single points per day." He said.