Hangzhou Garment Industry Is Eager To Get Rid Of Its Own Brand In Winter. It Is A New Way Out.

April is the best time of the year. However, for many textile and garment export enterprises in Hangzhou, Zhejiang, the chill of the cold winter has not completely dissipated.

Clothing enterprises hovering "cold winter"

One spring afternoon, I walked into Tonglu County Cashmere Knitting Co., Ltd., located in the outskirts of Hangzhou. In the factory with a history of more than 20 years, only a dozen workers were sitting in the busy and crowded cutting room. It was somewhat cold compared with the complete sets of equipment and packing materials on the ground.

Wu Hongjin, general manager, told us that the utilization rate and the number of workers in the factory workshop dropped to about 1/5 of the peak period, except for the fact that the cashmere sweaters were out of season. As they did, "every cashmere sweater and sweater factory around is almost the same. First, there is no order, and two is unable to recruit workers."

The advantage of internal labor dividends is gradually disappearing. Since 2008, the labor cost of the textile and garment industry in Hangzhou has almost doubled. This is a huge development obstacle for the textile and garment industry, which is a labor-intensive industry. With the gradual maturity of the migrant workers group, it is better to find jobs and earn less at home, and do not want to travel far away from home and increase the difficulty of recruitment. The external economic downturn is affecting the export of products and, more importantly, the rise of newly emerging textile industries such as India, Bangladesh and Vietnam. Its low cost advantage has led to the loss of a large number of orders. In fact, this situation has been revealed since the end of 2011. Yin Donghong, director of textile department of Hangzhou inspection and Quarantine Bureau, analyzed that the main reasons for the overall downturn of textile and garment export enterprises were divided into two parts. "In a word, internal and external troubles, our textile and garment exporting countries will soon face a profound change."

There is room for spanformation and upgrading.

Under the difficult circumstances of the development of the industry, "how to go in the future" has become a necessary answer to the numerous textile and garment export enterprises.

"We must adjust our thinking, spanform and upgrade in time." Tang Wansen, general manager of Xinyuan Garments Co., Ltd. of Zhejiang, resolutely threw out the answer. He also expressed optimism that although domestic labor costs and raw materials prices are rising, the possibility of Southeast Asian market replacing the domestic market is not large. "After all these years of development, the domestic textile industry has the unmatched advantages of other countries in supporting industries." He gave several figures. "In 2011 Vietnam and Bangladesh accounted for only 4% of the textile exports, while China had 31%. It can be seen that the characteristics of China's textile industry are outstanding and there is no need to be too pessimistic about the future. For the next 10 years, the industry still has great room for development.

Tonglu County hengcun town chamber of Commerce responsible person also believes that although labor-intensive enterprises are walking at a crossroads, facing various unfavorable factors, profits are far less than before, but as long as the enterprises are in a league, and strive for strong support from government departments, they should join together and take intensive roads, and spanform and upgrade the massive economy into modern industrial clusters through technological spanformation and independent brand building.

Take the big line and create its own brand.

Into the spring wind Milan gull Clothing Co., Ltd., the production workshop everywhere can be seen Armani (ARMANI), MAXMARA (ARMANI) and other well-known international clothing brands of finished products or semi-finished products. Wang Zhimei, general manager of the company, told us that the annual orders with large brands are relatively stable, and profits are relatively guaranteed. "However, there are tens of thousands of orders per brand, and more than ten thousand pieces, and the quality inspection procedures are very strict." If a French brand cashmere sweater is exported from the customs to the customs, 5 goods should be checked to every thread. Although the program is very strict, but Wang Zhimei frankly, for the first tier brand to do OEM, the added value of the product will be higher, the enterprise can learn many advanced management concepts, and grow up quickly.

"To give a big OEM is not merely to take orders, but to set its own position clearly. Like Armani (ARMANI), there may be more than 20 foundries in Hangzhou, but our products can't be done. Silk products are the characteristics of "Xinyuan". Tang Wansen confidently said that the high-grade silk women's clothes produced by their enterprises had certain technological difficulties in both fabric and design details, so the added value of the products was higher and irreplaceable. After years of cooperation with the big brands, the products were relatively stable.

"The ultimate goal of learning from front-line brands is to create their own brands." Wu Hongjin revealed that the company has just won a medal of "China's clothing growth brand" from Beijing. Not only them, but also the entire cross villages and towns have cultivated more than 10 independent brands, including Shali, Milan gulls and needle show, of which two have become famous brands in Hangzhou. Tang Wansen also said that the OEM enterprises, whether in production, technology or equipment, have a big difference from their own brand enterprises, but from OEM to OEM. Independent brand It can make enterprises no longer subject to price restrictions of other brands and have their own absolute market pricing power. At present, several original brands of "Xinyuan" clothing have been sold in many large shopping malls.

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Taking the intensive route and regionalization

The development of export enterprises affects the heart of the inspection and quarantine department. As a government regulation department, how to help the enterprises when they are in difficulty? Hangzhou inspection and Quarantine Bureau, on the basis of careful analysis of the domestic and international situation, combined with the actual economic development of Hangzhou's export textile and garment blocks, first explored and implemented export knitting enterprises in Tonglu county at the beginning of this year. Regionalization management The enterprises should work together to improve.

First is to strengthen the linkage with local government departments. Since the inspection of a large number of new knitting products in January 2011, the Hangzhou inspection and Quarantine Bureau has actively communicated with the local government departments of Tonglu County, and has made efforts to highlight the regional advantages of the inspection and supervision of export knitted garments. This year, a leading group of inspection and supervision zones has been set up, and various regional management work is in progress. Secondly, we should vigorously promote the upgrading of enterprises. A series of publicity and education activities related to export quality, safety and inspection and quarantine related laws and regulations have been launched. Through the formulation of the "one to one" demonstration enterprise assistance consultation scheme, the knitting enterprises have been helped to comprehensively integrate and improve the internal management system, improve the enterprise's technology and technology, and effectively improve the quality of products and the quality consciousness of enterprise personnel. Third, we should focus on promoting industrial upgrading. In view of the low added value of traditional knitting products, the Hangzhou inspection and Quarantine Bureau, jointly with local governments and relevant departments, actively promotes spanformation and upgrading of knitting enterprises, such as supporting knitting enterprises to declare famous brands, making efforts to spanform the way of economic growth, and improving product quality and enterprise efficiency.

In particular, since the beginning of this year, the Hangzhou inspection and Quarantine Bureau, on the one hand, has encouraged garment enterprises to adjust their export targets in a timely manner, continue to maintain the quality of clothing exports, strive to enhance the value of clothing brands, consolidate the original market, encourage enterprises to implement diversified export strategies, and develop new garment export markets. On the other hand, with the aim of improving labour productivity, and aiming at improving the ability of quick response, enterprises should vigorously support enterprises' spanformation and upgrading around "technological progress" and effectively resolve the current risk of export decline. Tonglu County hengcun town chamber of commerce also specially sent a banner for Hangzhou inspection and Quarantine Bureau entitled "regional management to promote development, quality service to show the true feelings", and express heartfelt thanks to Hangzhou inspection and Quarantine Bureau for its regional management and assistance.

Take the technological spanformation route and push e-business forward

"The times are developing. Textile and clothing As a traditional industry, we must also plug in high-tech wings. Heng Village town chamber of Commerce said that technological spanformation as an effective means of spanformation and upgrading, reflected in the production of machine Innovation and renewal, and sales in the traditional sales mode of breakthrough and extension.

Since last year, a self created computerized flat knitting machine has been popular in many knitting enterprises in Heng village, and some enterprises have purchased more than 200 units in one breath. In production, a worker can manage five or six units, and the efficiency of each computer flat knitting machine is 4 times that of the traditional hand-held machine in the past. The spanformation of the self created computerized flat knitting machine is Zheng Wenzheng, chairman of Tonglu Yongsheng Knitting Machinery Co., Ltd. In order to invent and spanform the domestic computerized automatic flat knitting machine, Zheng Wenzheng has improved for several years and overcome many difficulties, and has made improvements in the trigonometric angle, the mouth of the needle and the angle of the needle, so as to make up for the defects that the product can not do needles, holes and strands. The quality of the automatic computerized flat knitting machine developed by him is comparable to that of imported computerized flat knitting machine, but the price is 1/3 of imports. Nowadays, the computerized flat knitting machine has been spread all over the cashmere knitting enterprises across the villages and towns. To a certain extent, it has alleviated the plight of recruitment difficulties and made the textile and garment industry get a certain degree of technological upgrading in Heng village.

In addition to continuing export orders, many enterprises also turn their attention to the domestic market and even to the sales mode. Electronic Commerce Taobao has launched its own flagship store on its website. "The price of clothing in the mall is very high, thousands of thousands, thousands of dollars, wages are not up to the price of clothing, but on the other hand, the e-commerce platform such as Taobao has deducted intermediate fees such as agency, rent, labor, water and electricity, etc. some distinctive original clothes are selling well, and the price can be accepted by most people." An enterprise leader optimistically estimated that with the continuous popularity of online shopping, e-commerce will surely be divided into the vast majority of the big consumption cake, and it has full strength to drive the new climax of domestic clothing sales, which is a new opportunity for many textile and garment enterprises.