Perspective Of Transformation And Upgrading Of Chinese Garment Enterprises In Perspective Of High Cost Era

　 From "making wedding clothes" to creating brands -- A Perspective of the transformation and upgrading of Chinese garment enterprises in the era of high cost

If the OEM export has been a shortcut for the rapid development of China's garment enterprises, then the road is no longer easy to go in today's sharp fluctuations in raw material prices, rising labor costs and fierce international competition. From "making clothes" to creating brand, relying on export to open up the domestic market, the crisis has accelerated the transformation of Chinese garment enterprises.

Reporters go deep into China clothing The industrial cluster understands the problems and difficulties faced by the garment industry under the crisis and explores the way of transformation and upgrading.

　　 Crisis accelerates industry transformation and upgrading

"After the financial tsunami and the European debt crisis, many enterprises are dying." Ye Yaolin, chairman of Dongguan Tianrun Garments Co., Ltd., sighed with emotion. Tianrun Garments Co., Ltd. is a garment manufacturer mainly exported to swimwear and underwear. Under the influence of export situation, orders fell by 20%-30% this year.

Like Tianrun, the textile industry in the coastal areas with developed countries as the main export market also felt the pressure of survival is bigger than that of previous years because of shrinking external demand. Foreign trade growth slowed down, and the profit margins of enterprises were squeezed.

"In Dongguan alone, the cost of manpower increased by 30%, and raw materials exceeded 20%. enterprise It's hard to bear heavy loads. " Liu Jintang, deputy director of Guangdong Dongguan SME Bureau, said.

According to the China Textile Industry Federation data, excluding the price factors, the number of textile and garment exports increased by only 0.5% in 2011, and the number of garment exports decreased by 0.2% over the same period last year. Industry profit growth continued to slow down, the 1-11 month growth in 2011 decreased by 27 percentage points compared with the first quarter, and the profit growth rate in November was only 11.6%, down 46 percentage points from the beginning of the year.

"At present, some of the low-end products have been transferred to neighboring countries, and this trend will become more evident in the coming years." Wang Tiankai, President of the China Federation of textile industry, said that from a year-round perspective, China will face more complicated foreign trade situations. The growth of demand in the international market will still be weak, and the shortage of demand, competition pressure and trade frictions faced by export enterprises will also become more prominent. The tight external environment will form a market forced mechanism, bringing a new round of industry reshuffle, and the transformation and upgrading of enterprises will be imminent.

"We urgently need to take advantage of the downturn in external demand and the pace of domestic economic growth to stabilize in the fall, changing the way of development of textile and garment enterprises." Liu Junxing, deputy inspector of Guangdong economic and Information Committee, said.

　　 Work hard to break the "smile curve" high-end breakthrough

In the crisis, many enterprises are actively searching for the road of self salvation, though difficult, but also explore new directions for development.

"On behalf of processing and brand building, walking on two legs is much more stable." Wen Xiaoyan, chairman of Dongguan City Industrial Co., Ltd.

Bai Wei Wei Industrial Co., Ltd. is an infant clothing for the United States. brand Processing children's clothing enterprises, in 2010, seize the opportunity that there is no larger children's wear brand in the country, and begin to create their own children's clothing brand master's cat.

Wen Xiaoyan told reporters that at present, the master cat has more than 100 stores in the country, and the profit is much more than that in the past. After a few days, she is also preparing to go to Kampuchea to investigate and expand the production base.

More and more enterprises realize that relying on exports can only develop temporarily with the help of the economic prosperity cycle. Once the economy is down or the business environment deteriorates, it will be eliminated by the market, and the core competitiveness is the key to the sustainable development of enterprises.

In addition to brand building, enhancing core competitiveness is also reflected in the enhancement of innovation capability. Including upgrading of manufacturing technology, improvement of research and development capabilities, etc.

YISHION group, which was unwilling to "marry" for others, set up its own R & D center not long ago, and opened up a series of business, children's wear and so on. Guo Donglin, chairman of YISHION group, told reporters that we will continue to expand the trend against the wind, and this year we will continue to intensify our R & D design and layout the terminal consumer market.

"Cheap competition in the past has ceased to exist. In the era of high cost, enterprises need to think about how to take their own path in the upgrading of the industrial chain, seize the two commanding heights of brand building and design research and development, and form a mature, complete technological capability and industrial system. Liu Junxing said.

The head of the Ministry of industry and information technology said that during the "12th Five-Year" period, China will use advanced technology to transform the traditional textile industry, expand the application of textile products in the strategic emerging industries such as new materials, new energy, energy saving and environmental protection, and at the same time, guide enterprises to increase investment in research and development. The proportion of internal expenses of R & D expenditure of some dominant textile enterprises will increase to over 3% of the main business income.

　 Multi core support is still needed to improve core competitiveness.

Most garment enterprises in China start from foreign trade, though many enterprise It has begun to build its own brand and open up the domestic market, but in this process, it is difficult and urgent to break through the bottleneck.

"Now clothing companies in Zhongshan want to make brands, and there are many brands emerging in one stage, but to a certain extent, they are stagnant." Guan Tianji, President of Zhongshan textile and garment industry association, said, how can domestic garment enterprises develop under the situation of foreign brands coming into China and more intense competition?

Integrating resources and holding together to keep warm is the first choice for many enterprises in coping with crises. "A leading enterprise can drive hundreds of small and medium-sized enterprises across the entire supply chain industry chain." Wang Tiankai suggested that SMEs can integrate the supply chain through the way of processing the domestic brands to make the local brands bigger and stronger.

At the same time, many experts suggest that relevant measures be taken to improve the supporting services of the garment industry. Chen Dapeng, executive vice president of the China clothing association, said: "some people are not cooked enough to describe the clothing brand and research and development. A very important point is the lack of supporting services. For example, SME financing difficulties, lack of clear financial subsidies for technology upgrading, private brand access to shopping malls too high threshold.

He suggested that the government help enterprises speed up brand building, and introduce further support policies in terms of cotton quotas, export tax rebates and tax reduction, so as to create a good environment for enterprises and help them solve practical difficulties.