The Market Is Grim &Nbsp; Ningbo Clothing Seeks To Break Through In The Domestic Market.

The clothing industry, which has always been a traditional strong industry in Ningbo, is facing internal and external troubles. The exuberant export has been blocked by Europe, America and even some developing countries, and the pressure from domestic competition is also growing. China Economic Times reporter recently learned through interviews that severe Market situation Finding the right position and innovating constantly and finding a breakthrough in the domestic market has become the choice of many garment enterprises in Ningbo. but Ningbo If we want to break through the whole garment industry, we still need the government's strong support and positive guidance.

Seeking the breakthrough of "domestic sales"

"In recent years, the domestic market of garment industry has been larger than that of export market, and has become a driving force for China. clothing The biggest driving force of industrial development. At present, the biggest opportunity for garment enterprises is the expansion of domestic demand, and enterprises must firmly grasp it. " Yang Herong, chairman of GXG brand holding company, Zhejiang zhe Holdings Group, said in an interview with our reporter. Founded in March 2007, it sold 8 million yuan that year, and this year the brand sales exceeded 3 billion 500 million yuan. When many people feel strange and new about GXG's menswear brand, it has already stepped out of its own way in the clothing industry of famous men's clothing, becoming the first brand of "green men's wear" in China's high-speed growth.

Yang Herong believes that GXG can stand out from the many domestic clothing brands in the shortest time, the key is to identify the location, innovate and seek breakout. "There are about more than 300 million of our customers in the whole country, while those who are in line with the GXG clothing characteristics are about about 10000000. If they can buy one T-shirt and one shirt per year, add up to 4000 - 5000 yuan, and then multiply 10 million, our GXG brand can achieve more than 400 billion sales. Yang Herong is very optimistic about the domestic market. The sales target he has set for GXG in the next 5 years is an average annual growth of about 40%. By 2015, he will earn 7 billion 600 million yuan, and the brand terminal sales will reach 15 billion.

Like GXG, Ningbo garment enterprises, which focus on the domestic market, have already gained a firm foothold. If we stick to our own brand, always grasp the needs of consumers and change the market direction, improve the domestic sales system and the comprehensive innovation strategy, we have already arranged nearly 2000 stores in the whole country, with annual sales volume of about 2000000000 yuan. "Taiping bird" put forward the idea of fashion transformation in clothing industry, focusing on creating "fast fashion". In recent years, it has maintained a strong growth rate of 40%. Last year, the brand sales scale exceeded 5 billion 337 million yuan in.

The overall breakthrough still needs government support and guidance.

Reporters noted that when GXG, Tonlion, Taiping bird and other new Ningbo fashion brands, in the domestic market to establish advantages, but also to a certain extent, forcing the lingering old clothing enterprises, began to re-examine themselves, change the concept of development.

YOUNGOR has accelerated the implementation of the brand development strategy of clothing, and its six major brands, including MAYOR and YOUNGOR, have further deepened their development and completed the re distribution of sales channels. Luo Meng will focus on the promotion of clothing brand value, advance to fashion apparel, and further expand the domestic market.

"But the clothing industry is after all a creative industry and a fashion industry. In order to make achievements, we must not only have an innovative vision, but also need a strong government to promote urban culture as a support." Yang Herong believes that although Ningbo's clothing industry is facing many difficulties, its industrial advantages are still there. If we want to break through the whole industry, we need strong support and active guidance from the government.

In response, Jung Chuan Chuan, chairman of Ningbo Bo Yang Group, agreed with our reporter.

"Although the share of clothing in Ningbo has always been among the best in the country, with the rise of clothing industry in Wenzhou and Quanzhou, this advantage is gradually decreasing." Jung Chuan said, "Ningbo clothing has strong industrial foundation and brand advantages. The future clothing brand and industrial development need interact with urban development, that is, local government needs corresponding industrial promotion policies, at least in the image of a unified promoter."

"The government also needs to introduce some policies to support clothing licensing companies, including the establishment of public interest risk funds, new brand tax incentives, growth enterprise awards and so on. In addition to hardware, Ningbo's clothing industry is innovating in its business mechanism and mode, and should also learn from Wenzhou and Quanzhou. The clothing industry is an industry that needs innovation and change at all times, and its management methods and patterns must change constantly. Rong Chuan Chuan pointed out.

Yang Herong suggested that Ningbo should first create a fashion capital, introduce a large number of designers and creative talents, create a fashion atmosphere, and enhance people's fashion awareness. Secondly, we should make use of modern information technology such as network, video, micro-blog and mobile commerce to transform traditional clothing industry, vigorously develop modern logistics and minimize operating costs. Third, the government should speed up the pace of industrial cluster base construction. To support a number of growth enterprises with potential growth potential, and take them as the leading role to further enhance the industrial clustering advantages of Ningbo's clothing industry and promote industrial upgrading.