China's High-End Market &Nbsp, Textile And Garment Export Prices Rose.

From Hongkong to Guangdong, and then transferred to Tianjin, Ma Li (a pseudonym) factory in the past 5 years to move northward.

"I originally built one in Guangdong. clothing Factories, mainly for OEM, but after the advent of the financial crisis, the profit that can be received is very poor, only about 2%, or even one. sweater It can only earn 1 yuan, and many large bills can not be answered. It is a loss at the end of the year. Mary told reporters in July 26th.

Mary Marie sprouted from this situation. After being recommended by friends, Mary chose to cooperate with an enterprise with new clothing production technology. After transferring the clothing factory in Guangdong, in 2009, Ma Li came to Tianjin with 3 million yuan to build a factory with that company.

"After using the new technology, the dyeing of the garments is more beautiful and more breathable. The foreign customers are very interested in it. Although the company has just started, it still received tens of millions of orders last year, with a profit margin of more than 10%." Mary said.

Wang Tiankai, vice president of the China Textile Industry Association, said that since the outbreak of the international financial crisis, China's textile and garment industry has faced with a reduction in export orders. Raw material The cost of labor and energy and other factors of production have risen sharply, coupled with the rise of the RMB exchange rate and environmental constraints. Production and processing enterprises have no way out. We must improve their technological content, quality and the added value of original brands, so as to maintain the development and ownership of the market.

The middle and high end market:

Export prices increased by 20%

According to the Statistics Center of the China Textile Industry Association, from 1 to May, China's textile and clothing export price index increased by 21.49 points over the same period last year, of which the textile export price index increased by 24.91 points, and the clothing export price index increased by 18.91 points.

Textile and garment enterprises of a certain scale recognize the importance of improving the technological content of products for export.

Like Mari, a large textile listed company in Jiangsu also relies on strengthening the technological content of its products and maintaining stable export performance.

A company insider told reporters: "after 2 years of research and development of an environmentally friendly fabric, the production process without additives and fuel accumulation, fully comply with the stringent requirements of the international market for environmental protection, and product quality control is good, no color difference, can make the downstream enterprises on average save 10% to 15% of the coloring cost. Japanese customers who have been fussy have given us orders now.

It is understood that the fabric production line of the company has only 80 thousand tons of capacity, and this year it will reach 130 thousand tons by expanding production.

"Even in the most severe financial crisis of 2008, our profit margin has been above 10%, and the volume of orders has not decreased." The company insiders said.

Mary told reporters that when he first arrived in Tianjin in 2009, he did not expect that technological innovation could bring about such a big change to his own business, from low-end OEM to products with intellectual property rights, so that he could have a new understanding of the industry.

Mary's company has worked with a university to develop new fabrics. "Only with new technology can we get high priced orders."

According to the reporter's understanding, Quanzhou Hongyuan company, which mainly used cotton textiles as the main product, accelerated the research and development of bamboo fiber and blended cotton textiles, greatly reduced the proportion of middle and low end products, and increased the unit price of export products by more than 25%.

According to the Statistics Center of the China Textile Industry Association, from 1 to May, China's textile and clothing export price index increased by 21.49 points over the same period last year, of which the textile export price index increased by 24.91 points, and the clothing export price index increased by 18.91 points. {page_break}

Gao Yong, vice president of the China Textile Industry Association, said that the growth rate of China's textile exports will slow down in the next 5 to 10 years. While stabilizing and expanding the share of the international market, efforts should be made to increase the added value of products and transform the export products from middle to low grade to middle and high grade.

From 1 to May this year, the number of Chinese textile exports increased by 26%, and the prices of export products increased by 21%. This is precisely the appearance of the trend of China's textile export structural adjustment.

However, the reality that we have to face is that in the textile and garment industry, most of the enterprises are small and medium-sized enterprises, which are trapped in rising costs and insufficient strength, and lack of funds for technological research and development.

In July 29th, a reporter who had an annual turnover of only 3 million yuan was responsible for the export business. "Now, no new products, no orders."

Under the increasing pressure of export, the polarization of domestic textile and garment enterprises has further intensified. At present, there are about 5 enterprises in the textile and garment industry above Designated Size, and 10% of the above scale enterprises contribute 90% of the total profits.

According to the analysis report of the customs statistical information network, faced with many difficulties, large enterprises have strong compression capacity. Many large export enterprises reflect that the order is good in early 2011, and they have made preparations for expanding production. Small and medium-sized enterprises, because of low profit margins and poor bargaining power, are weak in the industry and unable to cope with all kinds of shocks. At present, the number of small and medium-sized enterprises in China's textile industry is the main body. Over 95% of enterprises produce low-end OEM products. Under the background of industrial restructuring, industrial resources will accelerate to large enterprises, and industry shuffling is inevitable.

Get rid of the fate of OEM:

The value of independent brand will exceed trillion yuan.

According to the statistics of the China Textile Industry Association, most of the existing textile enterprises are mainly licensed and OEM, and private brands account for only about 10%. According to the idea of China Textile Industry Association, in the next 5 to 10 years, China's textile and garment industry will cultivate thousands of well-known brand enterprises, and its brand value will exceed trillion yuan.

From CBA player Liu Yudong to NBA star Battier, from the Asian Games to the Olympic Games, PEAK hit the brand with sports marketing, and successfully carried the product out of the country.

Hou Lidong, manager of sports relations department of PEAK company, told reporters in July 29th that PEAK group was one of the enterprises that launched the brand internationalization strategy earlier in China. This strategy began in 2005 to sponsor many international events and sports teams such as the US NBA Houston rockets, the Bucks home court, the European all Star game, the Australian Leah national basketball team, etc., and also formed a partnership with the NBA official market, thus successfully establishing the international image of the Chinese sports brand.

"The reason why the international strategy is developed is the rise of many sports brands in China, and the domestic market is almost saturated, and there is still huge demand in the international market." Xu Zhihua, general manager of the company.

Through the major events to convey the influence of corporate brand, PEAK has been trying hard.

"Overseas distributors are now actively seeking to sell our products. This is the strength of the brand. Foreign distributors think that you can sponsor events like the Olympic Games. It must be a good brand.

It is understood that at present, PEAK has opened stores in Italy, Cyprus, Columbia, Serbia and other countries. PEAK's export performance will increase to more than 10% this year.

Developing international market with its own brand has become the development goal of many enterprises. In recent years, Lily, Vigoss, Lining and other brands have opened stores in the European and American markets, opening up the curtain for Chinese enterprises to enter the international market.

It is said that 70% of the world's garments are "Mande in China", but there are few brands in China, and the bargaining power of the products just comes from the brand. After 2008, many OEM clothing factories went bankrupt, which gave us a lot of warning. Hou Lidong told the China Enterprise News.

With the general increase in export prices this year, textile and garment export enterprises with their own brands have stronger bargaining power. This year, Shishi Meng Di autumn has successfully launched its own brand of casual pants into the US market, and its products have been quoted at 25 US dollars, more than 1 times the average price of the domestic orders sold in the industry.

And the two independent brands and ODM products operated by rema (China) Co., Ltd. raised about 20%, and the new offer was also accepted by most European merchants.

According to the statistics of the China Textile Industry Association, most of the existing textile enterprises are mainly licensed and OEM, and their own brands only account for about 10%. According to the idea of China Textile Industry Association, in the next 5 to 10 years, China's textile and garment industry will cultivate thousands of well-known brand enterprises, and its brand value will exceed trillion yuan.

Xiong Xiaokun, a light industry researcher at CIC, told reporters that from the perspective of the development history of foreign textile enterprises, the textile and garment enterprises which were spawned by economic transformation will complete the brand building, occupy the domestic high-end clothing market, and brand export three steps in the short term (5 to 10 years).

But Mary is not so optimistic: "the overall level of textile and clothing is still relatively low. If we want to truly rely on brand to achieve exports, it will take at least 20 to 30 years. The first thing to do now is to strengthen innovation and enhance technological content.