Henan Small And Micro Garment Enterprises' "Strategic Policy" In The Face Of Adversity

Ya Meng Da, Zhao Zhao came to himself. clothing The registered trademark is not the same as Henan's famous women's trousers brand "Ya Li Da". "Everyone wants to make the business bigger and stronger, like" Ya Li Da ", but we still have a long way to go. Zhao Zheng.

Small and micro enterprises survive in crevice

More than 20 workers, factories in the vicinity of West Fourth Ring Road in Zhengzhou, and more than 200 trousers per day, are only producing and selling. This is the clothing factory of Zhao Zheng Lai, and it is also the current situation of many small and micro garment enterprises in Henan. Limited by funds, no research and development and design, Zhao Zheng's clothing factory is only working regularly with the clothing studio to buy some versions and improve itself.

And those famous brand Each quarter of the product launches are different. Many small and micro garment enterprises like Zhao Zheng Lai are waiting for customers to pick and choose goods. Jin Rong commercial city has become the base of their product display.

Zhao Zhenglai told reporters that like them, there are many garment factories in West Fourth Ring Road and South Fourth Ring Road. This year, everyone's business is not very good. With rising prices, raw materials and workers' wages are rising. Now sales can only maintain workers' wages and factory expenses.

"This year's weather is hot and cold, and it has a great influence on women's trousers. Now we are spending money in spring and summer, weather is not stable, pants are not good enough to sell, and with the impact of stockings and bottompants on women's trousers, business is getting worse and worse." Zhao Zheng.

Zhao Zhao was equally puzzled and Wang Shengcai, the director of Qiao Qi trousers industry.

Wang Shengcai is from Zhejiang. When she first came to Henan, she took a fancy to Henan. clothing The potential of the market. Wang Shengcai said: "the clothes in Henan are relatively unconstrained. The first time we are making money with the leading enterprises, what do they do? Later, leading enterprises began to establish their own brands. When consumers have brand awareness, our small and micro enterprises will have a hard time.

Wang Shengcai told reporters that at present, Qiao Qi has six fixed agents, others are retail investors, and are familiar customers.

To improve the current business situation, Qiao Qi pants industry wants to increase sales by setting up clothing stores on Taobao.

"Henan clothing Small and micro enterprises account for 95% of the enterprises. The boss usually sets up the "five total" (business owners, marketing director, chief financial officer, production director, enterprise manager). Li Gangru, executive director of Henan garment industry association, said.

In Li Gang's view, "small and micro enterprises mostly rely on imitation of brand enterprises. Although they have their own registered trademarks, they do not injecting corporate culture and brand culture." Limited by capital, less financing means, narrow financing channels and surviving in cracks.

However, "boat is small and good turn around", but it reflects its great potential for development, even if it loses money, it can not afford to go anywhere.

Breaking through brand and design

Wang Jinping enters Henan clothing The industry has been in its 33 years and has experienced the ups and downs of Henan's garment industry. Currently, it is the director of Henan Bao Wei Garments Co., Ltd.

When I first entered Bao Wei, Wang Jinping recalled that more than ten workers had done all their work at that time. "At that time, Zhengzhou began to make" material pants ". Almost all garment enterprises did it. We followed suit. After a long time, the serious problem of trousers homogenization appeared gradually. Wang Jinping said.

"At the beginning, we are taking the quantity. With the stricter demands of consumers, we realize that quality is the way for small businesses to survive." Wang Jinping said. In 2009, Po Wei costume spanformed into casual pants, making great efforts in costume design, locking the target customers, integrating the characteristics of products and target customers. At the same time, Bao Wei began to mismanage and produce the coat, then entered the road of building brand and creating series.

In Wang Jinping's view, the development of small and micro enterprises must go through several stages, such as volume, high-end, branding, serialization and image store, and must break through in the design that accords with the characteristics of their own enterprises.

Today's Henan clothing Brand, ESEY clothing can be called the "leader." But 11 years ago, ESEY and many small and micro businesses now face the same confusion. There is no factory building, no technology and capital constraints. Liu Tao, chairman of its chairman, told reporters that small and micro enterprises, small scale is not bad, the key is to do "strong", do a good job of basic skills.

In 2001, when Liu Tao founded ESEY, many clothing enterprises in Zhengzhou, such as Meng Shu Ya and Ya Li Da, already had a considerable scale. Coupled with women's trousers as traditional industries with low entry threshold, price war and low-level imitation and plagiarism make competition particularly fierce.

At that time, Liu Tao did not follow the big stream blindly to imitate and follow the edition. Instead, he chose to patiently carry out his own quality and quality. Liu Tao, who started his own business, opened up the road of differentiated competition through innovative product design. So far, the innovation of print and style is still the soul of ESEY.

Looking back at ESEY as a small and micro enterprise, Liu Tao said: "the choice of production, supply and marketing is the right way. We should pay more attention to the design, and the smaller the business, the more we have to do."

Open up new business battlefield

Unwilling to struggle in the blue sea of women's trousers, a small number of small and micro enterprises began to switch to e-commerce territories.

Clothing and apparel products established in 2005 are relatively fast growing in Henan's small and micro garment enterprises. At present, they have their own agents in 16 provinces across the country.

Liu Zhili, director of clothing and accessories, told reporters that this is due to the accurate positioning of the target customers and the innovation of two important links in design and sales.

In addition, the clothing industry has set up its own online shopping mall, and has established flagship stores on Taobao and pat. It is estimated that online sales will account for 30% of the total sales in the second quarter of this year, and will reach about 50% by the end of the year.

Traditional clothing enterprises challenge e-commerce. How can we integrate the resource advantages of [2241.70 1.33%] and the new mode of Internet Marketing?

In this regard, Google Henan operations center director Zhang Yana suggested that traditional clothing enterprises can first use the B2B platform or even Taobao, pat and other test water, and then build an independent station.

Zhang Yana said: "enterprises should build their own websites, databases, warehouses and other information management systems, which are not good at traditional clothing enterprises. In addition, the key to deciding the marketing effect is how much traffic the website will have and whether the traffic will be converted to purchase, which is a key challenge for traditional clothing enterprises. Therefore, the traditional clothing enterprises are just beginning to get involved in electricity providers to be" tolerant of loneliness ".

Service is a way to eliminate consumers' worries and needs good process design and hardware input. Zhang Yana also said that word of mouth marketing is the cheapest and effective way of marketing, and traditional clothing enterprises should make good use of their original customer resources. In addition, accurate database marketing can fully tap member value and achieve repeat purchase.