Japan'S Textile And Clothing Industry Adjusts Strategy To Regain The Post Quake Market

After the earthquake,

Decentralized production guarantee order

Shortly after the earthquake, Grand held the 2011/2012 autumn and winter clothing products exhibition in early April.

Prior to the exhibition, the company also considered whether the exhibition would be postponed on the basis of the status quo of the disaster factory.

However, the positive attitude of the factories in the affected areas to restore production has eliminated the company's concerns.

In order to complete the production on time, the disaster factories dispersed their operations to the surrounding processing plants, including some of the first cooperative factories.

At this exhibition, the purchasing intention of various brands is still strong, which makes Grand company see the hope of market recovery.

At present, the production and processing links of the company tend to be stable.

Before the earthquake, the company stepped up its cooperation with the sewing processing enterprises, and has continued to this day, so the company's production has not been seriously affected.

However, when some enterprises were busy looking for domestic sewing processing resources after the disaster, the company had a cooperative sewing factory demanding the cancellation of orders. In order to solve this problem, the company has begun to incorporate sewing processing into the production plan of the enterprise.

Another clothing manufacturer, DAS dress, was not interrupted by the earthquake.

The company used the production resources of the surrounding factories and completed the production tasks of spring and summer clothing according to the original plan.

As demand for the consumer market has increased, sales of clothing products are tight.

In the context of insufficient supply in the consumer market, DAS dress has seized the advantages and opportunities of inventory and has won many new customers and new orders.

Timely adjustment of sales strategy

Since the earthquake, the supply mode of wholesale clothing to individual retail outlets has been well received by manufacturers.

In this way, manufacturers can directly understand the market trend from the store, and timely feedback to the factory, and make corresponding adjustments to the production schedule at the first time.

Grand's sales channels are mainly retail stores and private retail outlets.

After the disaster, the purchasing intention of individual retail stores is much higher than that of exclusive stores.

The company's top executives concluded that the terminal market of these sales models will revive ahead of schedule.

Sales of M 's GRACY brand (including Kanto and northeast) have shown a two digit growth trend.

At present, the company still takes the old customers as the main purchasing power.

Through a period of adjustment, customer demand gradually recovered, and began to ask new designs and new products frequently.

After the disaster, agents were worried that there would be a discount sale. In such a negative atmosphere, the company adopted a sales strategy based on positive price products.

The sales of products displayed in the summer catalog of stores are almost the same as in previous years, and are not affected by earthquakes.

West Japan business district

In addition to the direct spread of the earthquake, the East and Japan regions were affected by planned blackouts, and the sales of major business circles were depressed.

Today's Japanese companies are more optimistic about the consumption potential of the West Japan business circle.

Stvermeer's business policy is centered on West Japan, and the losses in East Japan are compensated by strengthening sales in this area.

In terms of product deployment, it also focuses on western Japan, while increasing the number of goods that resonate with local consumers.

In terms of market conditions, there is a widespread perception that there will be delays in the start of autumn wear.

Disasters affect the market activation period of spring and summer products, which will lead to the lag of autumn wear.

On the other hand, in the case of rising temperatures, this summer is expected to be longer than in previous years. These factors enable companies to pay close attention to market trends and adjust the market timing of autumn clothing.

The industry also analyzed that the shortage of power resources will strengthen the market demand for smaller energy consumption clothing products.

In different environments, each garment manufacturer adjusts its market strategy according to its own advantages.

Some garment enterprises say that the most important thing is to deliver the products with high quality to the retail stores on time, which is also the mission of the garment manufacturers during the post disaster reconstruction process.