In Order To Make Big "Cake", The Clothing Of Chongqing School Must Cultivate The Leading Brand

"It's the first time that we can't get money with money."

On the 25 day, Mr. Yu, a wholesaler from Zhengzhou in Chaotianmen, sent 80 goods to manufacturers, but was rejected.

At this time, the Chongqing city was busy, and the workers were busy packing, counting, loading and delivering the clothes.

The wholesale stores in Chongqing city are basically manufacturers, and the bosses are directly facing wholesalers and agents from all over the country.

A number of bosses told reporters that recently, there were a lot of North merchants who came to investigate the source of goods.

"Affected by the economic situation, the national garment industry has shrunk this year. We have also squeezed some of the production capacity. This phenomenon was not expected."

The bosses sighed, "now this situation has caught you off guard."

Individual case

New customers are rejected.

Mr. Chen makes wholesale clothing business in Zhengzhou silver market.

On the 25 day, he came to a wholesale store in Chaotianmen Chongqing clothing city. He wanted to enter 80 pieces of goods but was refused.

"Not so much, the goods must be kept for old customers."

Boss Xiao Qin told him.

Mr. Chen told reporters that he has been involved in the wholesale business of women's clothing since 2005 and has been running Guangdong style clothing.

Since then, some of his friends have turned to Chongqing style clothes.

At first, Mr. Chen disagreed. Until more and more distributors came to Chongqing, Mr. Chen decided to see it in his friend's shop.

At this point, he was moved.

"Over the past year, sales of friends have exceeded 20%."

Mr. Chen said.

At the beginning of August this year, when autumn clothes were listed, Mr. Chen found Xiao Qin at random and introduced a batch of goods at random.

But when he asked Xiao Qin to send another batch of goods on the phone, Xiao Qin refused to do so.

So Mr. Chen made a special trip to Chongqing to talk about long-term cooperation with Xiao Qin, but he asked for 80 pieces of goods and was rejected by Xiao Qin.

In this regard, Xiao Qin's explanation is that under the influence of the big situation, in August and September, when the factory ordered the production of winter clothing, some of the production capacity was compressed, and no surplus goods were supplied to new customers.

"There are 80 pieces, and there are so many.

The ten or twenty one can be considered. "

Xiao Qin said.

Last week, the vice president of the Chongqing clothing association and the boss of Chongqing Sun Li Ya garment factory flew Cheng to fly to Shenyang on business. A friend wanted to run the Chongqing style clothing and asked him to help contact the source.

Cheng Qifei's answer is: "wait.

Yu faction clothing basically has stable customers, take order production.

New customers have to wait for the manufacturers to produce the next batch of clothing.

investigation

Six Chengyu school clothes are sold to the north.

In the two floor of Chongqing faction's clothing city, Li Li Lao Lin from Dazhou helped reporters to put a sack bag on his shoulder.

When a reporter asked him if he was doing well in this period of time, Lao Lin smiled and said, now he has to run 30 times a day, and he can earn 200 yuan.

Li brothers, logistics companies are more busy.

Ding Chao air cargo staff told reporters that in recent days, they shipped 20 tons per day, an increase of about 20% over the same period last year.

"The most obvious feeling is that the working hours are longer.

I haven't had a rest since September, and I can't work until four or five p.m. every day.

I used to leave work at two o'clock in the afternoon. "

The staff member said.

Reporters learned that in the Chongqing clothing city, there are nearly 20 logistics companies engaged in freight forwarding, sending goods to wholesalers across the country, mainly in the northern markets such as Zhengzhou, Shenyang and Taiyuan.

Many logistics companies said that after the autumn and winter listing this year, their business is very hot.

According to the statistics of Chongqing faction clothing association, at present, 60% of Chongqing garments are sold to the north, including the three eastern provinces, Beijing, Taiyuan, Xi'an, Lanzhou in the northwest and Zhengzhou and Wuhan in the central region.

The other 40% are sold to the East and the south, including Shanghai, Zhejiang, Guangdong and Yunnan, Guizhou and so on.

Lao Li, who has been doing wholesale business for 20 years in Guangzhou, is an old customer of Chongqing city.

Lao Li told reporters on the phone that before the Chongqing style clothing was famous for its Guangdong style and Hangzhou style garments, its production capacity was strong and its price was cheap.

At that time, there was a rumor in the industry that a new garment was listed in Guangzhou early in the morning. In the evening, it was found in Chaotianmen that the place of origin was the imitation of Guangdong and Zhejiang.

But from the beginning of 2008, "Lao Li" found that Chaotianmen's goods were no longer familiar brands and became pure "Chongqing made".

So, some people take the goods back and tear up the labels and re label them.

"Now that Chongqing sells well, there will be no need to change the signs."

Lao Li said.

Reporters learned that in 2008, a large number of Chongqing garment enterprises began to change.

Completed the original accumulation of Chongqing clothing enterprises, began to set up their own R & D team to produce products with their own characteristics.

After going through the 2008 and entering the 2009, they insisted on their own design and made their own brand of Chongqing garment enterprises.

Bai Haibo, who manages clothing wholesale in Harbin golden street market, used to run Guangdong, Hangzhou and Han style clothes. In 2009, he went to Chongqing style clothing. At present, the wholesale volume of Chongqing style clothing has accounted for half of the total.

"Sold more than 10 thousand pieces in that year, sold 30 thousand last year, and is expected to sell more than 40 thousand this year."

Bai Haibo said.

"Now Chongqing clothing is best sold."

Xu Jie, the wholesaler of Shenyang five love market, has the idea of selling which clothes to sell.

Xu Jie first wholesale Cantonese and Hangzhou style clothing, because fashionable fashion, good sales; then the Han style clothing, low prices, distributors like.

But since the end of 2008, Xu Jie has only been engaged in Chongqing style clothing.

Mr. Chen, who mentioned before, told reporters that at present, the wholesalers in Chongqing Based on the Zhengzhou silver market have accounted for more than half of the wholesalers.

"Chongqing style clothing has been widely recognized and moved to the whole country."

Yu faction clothing association secretary general Li Yong said.

Probe into

Do more work and new money.

"This year's winter clothes, a rabbit fur collar leather wholesale price in Chaotianmen around 270 yuan, but in Guangzhou and Hangzhou as long as 240 yuan, in Wuhan to get goods cheaper."

Bai Haibo said.

Xu Jie also said that the factory price of the same clothes and Chongqing clothing was 30~50 yuan / piece more than that of other places.

Asked about the reasons, Cheng said that this is because the cost of raw materials is higher.

The accessories of the Chongqing style clothing are mainly purchased from Fujian and Jiangsu and Zhejiang provinces. This one is worth 3~5 yuan / piece more than the Guangdong style and Hangzhou school.

Why do so many wholesalers buy? "Businessmen have the most sensitive sense of smell.

If you sell well and make money, you will naturally choose the clothes you sent.

Bai Haibo said that the Chongqing style clothing is exquisite in workmanship, fashionable in style, and faster in style than in Hangzhou, Guangdong and Han.

Xu Jie said she would buy two or three times a week in Chongqing, and could get nearly 10 new items each time.

In addition, Yu faction clothing code is larger, more in line with the Northeast People's shape.

How fast is the update? Cheng Qifei said that he could launch more than 3 new models every day, and the production cycle of each type was between 1 months and 1 and a half months, so that wholesalers could get new products every time.

"In terms of winter clothing this year, a Chongqing enterprise can launch 4~8 new models per day on average."

Li Yong said that there are many reasons for the rapid updating of the money.

First, in recent years, Chongqing clothing owners are willing to spend heavily to hire designers; two, after years of imitation, Chongqing fashion enterprises have been exercising their fashion sense of smell. Three, many years of imitation career make Chongqing business owners know the hardships of earning only processing fees, so they pay more attention to quality.

voice

To make big "cake"

We must cultivate leading brands.

"The status of Chongqing clothing in the whole country is like the status of Chinese clothing in the world."

Yesterday, Li Guangdou, a brand marketing expert, told reporters that whether in Chongqing or in the whole country, the clothing industry was typical of "shrubs and trees."

In the past two years, Chongqing style clothing has formed a strong regional effect in the wholesale market. "This is an opportunity for the Chongqing school to make bigger clothes, but we must cultivate a number of regional leading brands as soon as possible."

Li Guangdou said.

Li Guangdou suggested that the Chongqing clothing enterprises should first create the image, and the powerful enterprises can try the terminal sales, directly face the consumers to grasp the market trend; secondly, the agglomeration will form the accumulation effect, forming a huge industrial cluster and looking for more business opportunities.

Cheng Yuan, a researcher in Huatai Securities and textile and garment industry, suggested that Chongqing style clothing should be launched in the industrial chain and differentiation.

To break through the upstream industry chain, attract raw materials and supporting enterprises to enter, reduce costs, and increase investment in science and technology and increase the added value of products.

Differentiation, young consumers love online shopping, do not like the same, require small quantities of enterprises, multi type production, and build e-commerce platform.

Li Yong, Secretary General of the Chongqing style clothing association, said that the north market of Yu faction clothing is better, so enterprises should be targeted in production and design. For example, the winter in the north comes earlier and colder, so the enterprises should make the order production in advance and use warm material more.