Weak Enterprises Should Strengthen Brand Building

Since the second half of last year,

There has been a phenomenon of pressure, and the pressure of inventory is even higher at the beginning of this year. Many enterprises call this year the freezing period of the whole industry. Even in the first quarter, enterprises with ideas in the second half of this year seem to be somewhat frustrated as inventories increase.

Since the two or three quarter, the predicament of the textile and garment industry has not improved, but the situation is even more grim.

Insiders told reporters that at present many enterprises have stopped work, and that sales will rebound in the fourth quarter, but it is still unable to balance the losses of enterprises.

Reporters learned from Henan Textile Association and Zhengzhou clothing association, the current consumer market is weak, textile and garment enterprises are very stressed.

More than 90% of Henan's home textile enterprises are foreign trade markets. In recent years, export oriented textile enterprises have been showing a trend of slower growth. With the economic environment and other factors, the order of textile enterprises in the province has been decreasing. Many enterprises are showing losses. Even the well-known domestic textile enterprises in the province feel the cold market, and the competition among industries has become more intense.

Although the clothing industry is slightly better than the textile industry, the overall situation is also not optimistic because of the weak inventory and high inventory.

It is understood that this year's textile and garment industry is not a small challenge, the current form of analysis of the textile industry, the reason for the predicament, the two main reason is the market and raw materials.

This year, the international environment has resulted in a sharp reduction in orders for export enterprises.

In terms of raw materials, the differentiation of prices at home and abroad has resulted in an increasing production cost.

Reporters learned in the interview that since the beginning of this year, domestic cotton prices have been declining continuously, the price of the whole cotton has been showing downward trend, domestic cotton from the beginning of 22000 yuan / ton dropped to about 18000 yuan / ton, the international cotton price is lower than the domestic price of about 4000 yuan, so many enterprises choose to import cotton reprocessing as raw materials.

As we all know, the current domestic labor costs continue to increase, and domestic cotton production does not occupy the price advantage, so that the price of raw materials is constantly improving. It is not surprising that the price of raw materials makes the cost of textile enterprises continue to increase, while the prices of foreign trade products are mostly low, so that the profit margins of enterprises are virtually reduced, and textile enterprises can only seek survival space in the small profits.

As a choice of daily necessities, clothing home textiles, with constant inflation and slowing development of national economy, has not greatly improved consumer confidence. The whole market is still in the shadow of the second half of last year, and the "surplus" phenomenon of enterprises is still not much improved.

The head of a well-known women's clothing brand in the province said that the clothing industry, especially the fourth quarter, is still sluggish in the second half of this year, and the phenomenon of cargo loading will be more serious.

So in the era of fierce market competition, enterprises want to win in the shuffle, they must diversify their business.

Hu Yuqi, vice president of Zhengzhou clothing association, told reporters that the current clothing enterprises in the province are formulating development plans and long-term goals. Under the situation of a weak market, consumers are becoming more and more critical about brand and quality. Only by continuously enhancing the added value of brands and enhancing the core competitiveness of brands can enterprises achieve balanced development and achieve the ice breaking trip.

The consumption market of textile and garment industry is weak, and the small profits enterprises are in a predicament.

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This year is a big challenge for the textile and garment industry. For the textile industry, the international environment this year has resulted in a sharp reduction in orders for foreign trade enterprises. The difference in prices between domestic and foreign cotton has resulted in an increasing production cost.

Insiders told reporters that since the beginning of this year, domestic and international cotton prices have been declining continuously, the whole cotton price has been showing downward trend, the domestic cotton stage has dropped to about 18000 yuan / ton, and the international cotton price is about 4000 yuan lower than the domestic cotton price, so many enterprises use imported cotton as raw material. As is known to all, the domestic labor cost is increasing, and domestic cotton production does not occupy the price advantage, so the raw materials of the enterprise will inevitably increase, the cost of raw materials will increase the textile enterprises, and the price of foreign trade products is not high, so that textile enterprises can only seek survival space in the small profits.

Compared with the textile industry, the gross profit of the clothing and home textile industry is quite considerable. According to Xu Bo, President of the home textile association, the gross profit of the domestic textile industry is still around 15%, but the sales volume is less, and the overall market is fairly stable.

Hu Yuqi, vice president of Zhengzhou clothing association, told reporters that the retail sales of clothing in our province reached 64 billion 920 million yuan in 2011.

The retail sales of clothing have reached about 27000000000 yuan. This year, Zhengzhou's apparel retail sales are expected to reach 35 billion yuan, and the garment industry in the whole province is still increasing at an average rate of about 30%.

Despite this, the sales situation of clothing and home textile products as a choice of daily necessities is not optimistic this year. As an alternative to life, consumer goods are still affected by consumer confidence. Under the background of constant inflation and slowing down of national economic development, consumer confidence is still not much improved, and the "surplus" phenomenon of enterprises is still not much improved.

The head of a well-known women's clothing brand in the province said that the clothing industry, especially the fourth quarter, is still sluggish in the second half of this year, and the phenomenon of cargo loading will be more serious.

Last year, three, four seasons, the whole textile and clothing industry has been in an unprecedented dilemma, the stock pressure is still in the shadow, and so far still in the shadow of last year, the whole industry's stock has not been much improved. In the second half of this year, the garment industry, especially in the fourth quarter, is still sluggish, the phenomenon of pressing goods will be more serious.

Reporters learned from many stores and agent retailers that the price of raw materials is basically stable this year, but the sales volume of products is not high. In the past years, new products were able to make a lot of profits when they went public. Discount sales were only started at the time when new products were sold out, and this year there are fewer new products. Even new products are listed with discounts.

Textile and garment industry needs urgent development of brand building and balanced development.

This year's form of textile and clothing market has always been more popular. It seems that many enterprises feel that it is not easy to survive. Many enterprises feel that this year's consumption has become rather long in the off-season. Many times they are running at a price.

Since the second half of last year, the textile and garment industry has seen a decline in sales. At the beginning of this year, many enterprises began to feel it.

The pressure, as the industry thinks that the "ice age" continues to spread, even in the first quarter of the second half of the market has an idea of the enterprise, at this time with the continuous increase in inventory is also a bit dispirited.

Since the two quarter, even during the peak season of previous years, the sales of enterprises have not been prosperous. The predicament of the textile and garment industry has not improved. On the contrary, the situation is more severe. Some enterprises can only get small profits, and many enterprises have suffered losses.

Insiders told reporters that in order to reduce the loss, many enterprises had shut down phenomenon. The sales situation is not optimistic this year.

Even if the relevant sales are expected to pick up in the fourth quarter, it will not be able to balance the losses.

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In the Provincial Textile Association and Zhengzhou clothing association and a number of production enterprises, the reporter understands that although the consumer confidence has picked up, the purchasing power has not been enhanced. Textile and garment enterprises are under great pressure this year.

Although the gross profit of the home textile industry still exists, more than 90% of the textile enterprises in our province are foreign trade markets. In recent years, export oriented textile enterprises have been showing a trend of slowing growth. Coupled with the influence of international economic environment and labor costs, orders for textile enterprises in the province have been decreasing, and many enterprises are losing money. Even the well-known domestic textile enterprises in the province have felt the cold market, and the competition among industries has become more intense.

As for the clothing industry is slightly better than the textile industry, but because of weak consumption, high inventory, the overall situation is not optimistic.

In such a situation, enterprises are faced with the test of survival. The industry has even analyzed that this year or the industry's "shuffling period".

In such a situation, although the policy level has certain support for enterprises, enterprises themselves need to play a role. We must work hard in the marketing market and enhance brand building, so that the products of enterprises will be recognized by consumers, so that they can occupy a place in the current fierce competition.

Xu Bo, the president of the Provincial Textile Association and Hu Yuqi, vice president of the Zhengzhou clothing association, said that the textile and garment enterprises in the province are seeking a way out, and they are constantly trying to diversify their strategies. At the same time, many enterprises are making plans and long-term targets in combination with their own situations.

Under the situation of a weak consumer market, consumers are becoming more and more critical about the quality of brands and products. Only by continuously enhancing the added value of the brand and enhancing the core competitiveness of the brand can enterprises achieve a balanced development in order to break the ice.