How To Maintain The Development Temperature Of Export-Oriented Clothing Enterprises

The official statistics of the Canton Fair, which ended in November 4th, showed that the volume of transactions in the two quarter of spring and autumn was 74 billion 760 million US dollars, and the export volume of textile and clothing reached 3 billion 420 million US dollars, basically returning to 2007 level. The difference was that short-term orders accounted for 88%, showing a trend of rising. The industry generally believes that the European debt crisis and the volatile situation in Arabia countries, as well as some countries and regions of natural disasters and other unfavorable factors have made clothing exports already very grim situation worse. Although the turnover of the Canton Fair has shown a recovery growth, it is far from the increase in capacity. Therefore, exporters feel unprecedented pressure, and even the head of the enterprise described that this year's foreign trade situation is "more severe than 2008."

What is the impact of export predicament on garment enterprises focusing on foreign trade? How do foreign trade enterprises maintain the "temperature" of the development of enterprises?

After the completion of the Canton Fair, the reporters interviewed Cai Dongsheng, chairman of the Fujian wild leopard Children Products Co., Ltd. and Yang Jianwu, chairman of Foshan Biao Mei Garments Co., Ltd.

Wild Leopard Dress: three tactics to create export sharp weapon

The products of Fujian wild leopard Children Products Co., Ltd. include knitted, woolen knitted and children's garments. The company is headquartered in Shishi, Fujian. Cai Dongsheng introduced the participation in the Canton Fair, saying that the company was a frequent visitor to the Canton Fair. Generally speaking, the Canton Fair makes people feel that buyers have more and more requirements in terms of product cost performance, and the number of orders and delivery periods are shortened. The number of garments sold by wild leopard increased by 15% compared with the same period last year, and the amount increased by 25% over the same period last year. In view of the risk of RMB exchange rate changes and raw material price fluctuations, there are still some orders companies do not receive. The growth of the amount is greater than the increase in quantity, which is the result of promoting industrial upgrading and enhancing the added value of products in recent years.

For the current export situation of clothing, Cai Dongsheng believes that in addition to the factors of the international consumer market downturn, there are also competitive factors in the development of textile and garment industry in other developing countries such as Southeast Asia and South America, such as Vietnam and Bangladesh. China's textile and apparel industry is superior to its advanced industry chain, advanced technology and equipment, strong ability to integrate resources, and a high level of modernization and informatization.

"For this reason, the wild leopard costume started 3 years ago to create a sharp weapon to enhance international competitive advantage." Cai Dongsheng said, "the wild leopard is exploring the domestic market and building the brand. On the other hand, it will accelerate the transformation of the export mode. Mainly from three aspects, one is to hire professional design talents from Hongkong, to improve the products to adapt to the original design level of target consumption market, such as Europe and America, and strive to make the products of independent development better "localization"; the two is to introduce and develop the information management system, to improve production and management efficiency; three, to play the advantage of the headquarters economic mode, and to set up several branches according to different resource endowments in China. Headquartered in Shishi, Fujian, the wild leopard set up processing plants in Jiangxi, Guangzhou set up product development centers and foreign trade centers, etc., and set up cross regional industrial chain resources integration platform. Judging from the current situation, the company's domestic sales and foreign trade business has maintained steady and rapid development, with obvious results.

How to "winter"? Cai Dongsheng said with a smile: to strengthen physical fitness, good internal strength is fundamental.

Mark beauty apparel: pushing domestic brands

Foshan Biao Mei Garments Co., Ltd. is an export oriented underwear enterprise in Yantai, a famous underwear town. It has been walking for 10 years from OEM to its own brand export, and OEM is still dominant in export trade. Since last year, the company has gradually shifted its focus to the operation of independent fashion brands "INT L MILAN" and "plus B.Free".

According to Yang Jianwu, the profit of less than 2 yuan is $20 per woman's bra. Raw material price increase or production, logistics and other links will be at a loss, and profits and risks are not equal. In order to shorten the circulation link and extend the value chain of the product, Biao Mei clothing has established offices in Russia, Ukraine and other places 3 years ago to run its own brand "INT 'L MILAN". However, the operation cost of independent brand is too high, and it is difficult to integrate into local culture. From the recent two years of Canton Fair, it is more and more difficult to rely on OEM to export foreign trade, and it is even more difficult to sell its own brand abroad. Since 2008, compared with the overseas consumer market, the domestic consumer market is much more lively. Therefore, developing the domestic market is an inevitable trend of the transformation and upgrading of the company.

In mid October of this year, the more than 20000 square meter landmark new office building was completed, and new products were designed and developed jointly with Guangdong Textile Academy. The celebration held the first fashion conference with B.Free brand that night, and B.Free's fashionable, elegant and pure style won the applause and praise of the scene.

"Since last year's implementation of operation plus B.Free's domestic brand, regional agents and franchisees have developed well, indicating that the direction and path of transformation is right." Yang Jianwu told reporters.

How to "winter"? Yang Jianwu laughed and said, "If winter comes, can spring be far behind? Confidence is more important than gold!"

From the interviews of these two enterprises, I can not help but remember Chairman Mao's poems and phrases: "the road is as solid as iron, but now we are moving forward." After more than 20 years of market economy baptism of garment enterprises, there may be more "winter" coup. One thing is for sure: every winter is the starting point for enterprises to become stronger.