Export Decline, Dongguan Textile Industry Tries To Find Growth In Domestic Market

Recently, Dongguan held the summary of the annual review of the city, and Xu Jianhua, the Secretary of the municipal Party committee and the Standing Committee of the Municipal People's Congress, put forward that the second half of the year should "go all out to stabilize".

Growth ".

Through the efforts of the whole city and the impact of the European debt crisis and the downturn of the US market, Dongguan's economy has maintained a stable overall development in the first half of the year. GDP growth of 2.5% has been achieved in the first quarter.

In the second half of this year, Dongguan should not only dare to face reality, but also need to greatly boost confidence, optimistic about the prospects for economic development, and vigorously break through the current growth predicament.

Then, as the most direct market players in the economy, what will be the growth prospects of big industries? Where does the confidence of steady growth come from? What is the development expectation?

Dongguan's gross domestic product (GDP) grew by 2.5% in the first half of the year, which is more pessimistic than 2.5 percentage points that has been used to the rapid economic growth for many years.

But is it really pessimistic? The answer is obviously negative.

On the basis of 1.3 percentage points growth in the first quarter, 2.5% growth was achieved in the first half of this year.

Just as Yuan Baocheng's precise prediction, Dongguan's economic situation is showing a low track at the beginning of the year, a stable year in year and a high track at the end of the year.

2.5%, it is the performance of stabilizing and recovering.

Dongguan's traditional dominant pillar industry -- Textile

Industries are also experiencing similar trends.

Europe and the United States continued to slump, making export oriented "shoes and coat cap" in Dongguan hit less than in 2008.

However, the Dongguan manufacturing owners, who are more accustomed to the situation, have not been obsessed with the gains and losses of the European and American markets. Instead, they have made the industry find new room for growth by increasing the strength of domestic sales.

Growth stabilized and picked up more bright spots

The textile, clothing and footwear industry in Dongguan is a typical export oriented traditional industry.

According to the newly released statistics released by the customs and Excise Department of Guangdong, the export of traditional labor-intensive products in Guangdong fluctuated significantly in the first half of this year.

Among them, clothing and accessories,

The export volume of textiles and products of textiles and textiles was 14 billion 610 million US dollars, 6 billion 810 million US dollars and 5 billion 510 million US dollars respectively, down 0.7%, 1.8% and 2.4% respectively.

At present, the export data of textile, clothing, footwear and hat products in the first half of Dongguan have not yet been released.

As a developed area of processing trade, the export volatility of Dongguan is also very obvious. The export data of textile, clothing, shoes and hats in the first half of the year are expected.

In addition, from the cumulative growth rate of pillar industries in the first half of the year in Dongguan, the growth rate of textile, clothing and footwear manufacturers in 1-6 months is -6.7%.

It is conceivable that the probability of good export figures is very small.

However, for textile, clothing and footwear manufacturers, the figures also show a steady recovery, and the overall situation of the industry is developing towards a better side.

In fact, after this group of figures, the active or passive adjustment of textile, clothing, footwear and hat industry has been accelerating in the past six months, leaving a lot of points to be punctuated, showing a bright spot of positive pformation and upgrading.

One bright spot, more yuan for export growth.

In Europe and the United States market downturn, Dongguan manufacturing owners always grasp the European and American market, take the initiative to adjust the marketing idea, change the past only products regardless of the market to take the initiative to create brand, develop marketing channels, enhance the export market discourse power.

According to an insider who does not want to be named, far dream home textiles is exported in the US market through local business enterprises, and the effect is very good.

Emerging markets have become a new growth point of textile, clothing, footwear and hat manufacturing.

According to the latest statistics of Dongguan inspection and Quarantine Bureau, in the first half of the year, the number and value of textile products exported to Africa and emerging markets in Dongguan increased by 43% and 141% compared with the same period last year.

The growth of export emerging markets is undoubtedly thriving under the weak economic conditions in Europe and the United States.

Highlight two, try to channel innovation to promote domestic sales.

At the end of June, more than 20 Dongguan manufacturing enterprises, including clothing brand piglet, and me, went to the Guangzhou fair.

Although most export enterprises still stay in the stage of product display, one thing is certain that these enterprises are trying to sell on domestic businesses such as e-commerce.

The apparel industry insiders said that increasing the intensity of domestic sales is a fact that the apparel industry must face up to. The past export situation with container counting is likely to go away.

Highlights three, departmental peripherals upgrade operation mode.

Humen in May

The relocation of the corporate headquarters was later proved to be a misunderstanding. The clothing companies were only fighting for the convenience of the market and attracting talents. Some functional offices went to Shenzhen.

In fact, clothing enterprises are also in line with the needs of the development trend, and are relatively concentrated in Dongguan.

If the design and marketing department is located in Guangzhou Shenzhen, it is easier to attract talents to join the Dongguan garment industry.

Some analysts pointed out that this is a fashion enterprise in upgrading the operation mode, is no longer buried in products OEM enterprises.

YISHION, a famous clothing company, has set up relevant functional departments in Guangzhou and other places to meet the needs of stages and achieve the intention of developing the company.

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Clear advantage, stamina domestic market optimistic

Yuan Baocheng expressed confidence in the review conference this year, that as long as the whole city is working hard together, the economic outlook for the second half of this year will not be too bad.

The same is true for textile, clothing and footwear manufacturers. Even if the cumulative growth rate of 1-6 months is -6.7%, in fact, this speed has increased by more than 10 percentage points over the 1-2 month growth rate.

The complicated and changeable international economic situation, the trade barriers that the European and American countries take the lead and the emerging markets follow up, and the global pursuit of blocking Chinese goods is obviously the main reason for the export dominated growth of Dongguan.

Under the influence of multiple factors, the export and domestic sales of textile, clothing, footwear and hat industry are restricted.

Apart from external reasons, accelerating the pformation and upgrading will inevitably sacrifice growth rate and hold back the growth of quality after the labor pains.

Therefore, the relative slowness of the domestic sales process of textile, clothing, footwear and hat industry is also expected.

According to the latest statistics of the Municipal Bureau of information, in the first half of this year, domestic output value of industrial products above Designated Size, including textile, clothing, footwear and other enterprises, was 193 billion 133 million yuan, up 1.2 percentage points over the same period last year.

Conclusion: "domestic market growth is not ideal."

The analysis shows that, on the one hand, it is affected by the economic downturn and the macro-control policies of real estate, resulting in insufficient domestic demand and a cold market.

On the other hand, there are also problems such as high brand cost and inadequate protection of intellectual property rights, which leads to further expansion of domestic sales resistance.

Objectively speaking, although Dongguan's manufacturing industry had known "walking on two legs" after 2008, it did not fully adapt to the domestic marketing routine: product inertia thinking led to

Lack of strategy.

It is also related to some enterprises with expediency mentality when export downturn.

There is no doubt that the current difficulties are temporary.

The source of confidence lies in the advantages of the industry, as well as the continued strength of industrial adjustment.

Chen Zhuo, general manager of Yi ho Garments Co., Ltd., told reporters that the reason why he moved the company from Guangzhou to Humen was one of the reasons why Dongguan could find the raw materials needed for production. The complete logistics support also brought great convenience to the company.

It takes only half an hour to go to the central market.

Traditional advantage is only one aspect of confidence.

In June this year, Guangzhou's net goods business increased to 41, while in 2010 and 2011 there were more than 10 and 34 exhibitors respectively.

The growth figures show that the domestic mentality of Dongguan's manufacturing industry is increasing, and it is indeed determined to make domestic sales.

Pan Rihui, Secretary General of the Dongguan textile and garment industry association, told our reporter that the export enterprises of garment industry have been increasing the proportion of domestic sales under the current export market downturn, so they have tried to sell domestic channels.

The above analysts said that the traditional strength is the most powerful weapon, if coupled with a complete change in the mentality of the domestic market, the pformation and upgrading of textile and clothing shoes and hat enterprises will have more strength.

Explore new growth points, multiple attacks, and strong confidence.

In the long run, Dongguan is at the basic level of "steady growth and structural adjustment" in the whole country, and the pain of pformation will not disappear in a short time.

Then, in the second half of the year, how can textile and clothing shoes and hat enterprises find new growth points?

It should be said that at present, it is also an opportunity period for the traditional dominant industries -- textile, clothing, footwear and hat manufacturing. Through actively exploring the domestic sales mode, we can find our own domestic sales advantages before the new round of the high-speed economic development of the country.

Policy level, in the second half of this year

Under the international business environment of "business cost plus one, comprehensive cost reduction", major industries are supported and encouraged by various policies to varying degrees.

The newly promulgated Measures to promote the development of small and medium sized enterprises in Dongguan will be of great benefit to small and medium enterprises in textile, clothing, footwear and hat manufacturing in terms of taxes and fees, lightening their burdens and helping to develop the market.

It will play an important role in promoting the development of domestic garment enterprises.

In addition, the enterprise that intentionally passes the domestic market through the e-commerce, the industry admittance threshold is also low. At the end of July, the "suggestions on encouraging the healthy development of network commodity trading and related services in our province", which will accelerate the pace of the traditional enterprises to use the e-commerce, will be accelerated.

In fact, in the process of domestic sales, some enterprises ventured to try new businesses.

Children's clothing market is the pilot project of some garment enterprises.

Relevant information shows that the domestic children's clothing market has not yet formed a national brand or leader brand.

The industry's generally recognized prediction is that by 2013, the market share of domestic children's clothing will reach 100 billion yuan.

The famous clothing marketing expert Jiang Shi hung predicted that children's clothing is the last cake of domestic clothing enterprises.

It can be found that whether it is trying electronic commerce, or trying to develop children's clothing market, or even the adjustment and innovation of the internal business mode, it is the upgrading of the textile, clothing, footwear and hat enterprises in the complex and changeable situation.

In this industry, the mode of multiplex boxing will increase a pickle for Dongguan.

It is worth noticing that in the past, when the export market was promising, the textile, clothing, footwear and hat manufacturers were used to fighting alone, but when they opened up the domestic market, they had a rare attack.

Whether participating in the "Wando goods national line", "net goods fair" or other domestic exhibitions, there are scenes of Dongguan shoe and hat enterprises gathering together.

Just like the summing up conference of the annual review of the whole city, there are still many practical problems in the growth of the domestic market, which can not be accomplished overnight.

However, it is not without trace to find the right channels for domestic sales.

Pan Rihui believes that export market will not change the state of downturn in a short time. Clothing export enterprises have to turn to domestic sales to ensure survival and development, and orders are only for survival.

"Domestic marketing is a more appropriate way, e-commerce will be an appropriate channel."