Analysis Of Difficulties Faced By Foreign Trade Clothing Enterprises In Turning Into Domestic Sales

In the interview, the common voice from many enterprises is: foreign trade There is always a pressure on enterprises to turn to domestic sales. The pressure comes from the appreciation of the renminbi, the rise of labor costs and the shortage of talent reserves. according to

Reporter's observation, whether it is product positioning, channel construction, brand promotion, is a long-term and complex process, not every small and medium-sized enterprises can live and afford.

"Foreign trade clothing The biggest embarrassment for enterprises to spanfer to the domestic market is that they are big but not strong. The right to speak on the brand is not enough. Many enterprises can only earn some hard-earned money between the front and rear ends of the industrial chain. To create their own brands and turn their vision back to China, the same choice of clothing enterprises shows that they are seeking new outlets. An insider told reporters.

The channel is the pulse of the terminal market, and the way for the enterprise to go domestic is not only to expand channels, cultivate terminal customers, but also keep up with stores. Designer Communication and cooperation. From the distribution of various cities to the penetration of e-commerce, the traditional and new channels are not the ones that can be achieved overnight. The long process will inevitably bring high cost of channel construction, and there are some uncontrollable factors in the location of the store and the entrance to the market. Zhan Fei, head of men's clothing exhibition in Beijing Dongcheng Zhicheng Garments Co., Ltd., told reporters: "foreign trade to domestic sales, too many things need to be changed. Although we have done well in e-commerce over the past two years, we still need to work harder. "

In the interview, many foreign trade clothing enterprises are complaining that the same clothing, the same processing plant, replaced by different brand logo, the retail price is very different. While complaining, these enterprises may consider the strength of brand. For enterprises, brand is the core competitiveness, but it also needs long-term and effective operation to enhance brand awareness. Whether the brand has the power of appeal depends on whether the product can embody its individuality.

Jia Wen, Shenzhen Clothes & Accessories He Shujun, chairman and creative director of the limited company, agreed very much to set up a brand personality image. In an interview with reporters, he said: "cwen is a more European brand. This is because I have many years of experience in foreign trade processing and export, and I have a deeper understanding of the integration of local design and European style. It was founded in 2003. In the autumn and winter, there were 25 stores in the country. It can be said that his success is no accident. At present, the city's first tier cities, the first line of shopping malls have our very excellent equipment, and the market positioning of ~40 is very clear at the outset, that is, 25 year old urban fashion intellectual women. If the market of all ages is done, then the style is difficult to be unified, without individuality, and it is hard to win the favor of consumers. Only accurate market positioning can attract stable consumer groups.

Thus, under the condition that the domestic market becomes an important sales channel, enterprises should rely on brand products to interact in quality, innovation, rapid response and social responsibility, and establish the relationship between brand production and consumers, thereby enhancing the added value of brand and the contribution rate of brand. Only through brand innovation, mode innovation, channel innovation and technological innovation can garment enterprises change from extensive management mode to intensive management and break through the "ceiling" of their own growth. {page_break}

It needs a long running in period.

Accustomed to "controllable production, controllable profits". Foreign trade clothing For enterprises, the domestic market is a completely different concept. These enterprises will encounter various obstacles when they turn to the domestic market, or even fail, but this can not hide the huge market demand in China. An export enterprise source said: "to do the order, the process is probably: collecting, processing, exporting, collecting money, the next party will give a certain percentage of the deposit, the product will leave the factory, the balance of the other party will fight. Such a good business, if not the market is not good, who will put down? Domestic sales are different, you do not necessarily have something to do, the risk is significantly increased; domestic sales is not only R & D, production, and has to enter the circulation field, but also to do after-sale, any part of which is more complex than doing foreign trade. "

However, at the micro level, there are many difficulties in "turning around": design, technology, style, and even raw materials are all others, and there are also intellectual property problems. The construction of domestic trade market has high cost and long cycle. Foreign trade enterprises are lack of experience and lack of psychological readiness to invest. To sum up all the problems, there is only one fundamental problem: ideology and consciousness.

In recent years, many garment enterprises have made successful models and failed cases. The success is basically based on good product foundation, foreign trade and domestic trade "two legged" walking, and the boss will have a strong will to spanform. Without exception, the boss's "foreign trade habits" can not be changed.

In the face of a surge of "turn inside" enthusiasm, industry experts remind that "to turn inside" to succeed, first of all, the boss should thoroughly think clearly and brainwash himself. Enterprises should not regard domestic sales as an expedient measure. Instead, they should formulate long-term development plans from the perspective of market integration at home and abroad, persist in both internal and external efforts, learn to walk on two legs, and actively explore international markets. market At the same time, aiming at the characteristics of consumption demand in the mainland and combining with our own capabilities, we gradually develop commodities that can meet the needs of the mainland market, and really turn the potential demand in the mainland into a realistic market demand.

The Steve&Vivian women's clothing brand owned by Ningbo AI Sheng Clothing Co., Ltd. has been developing well recently. According to Wang Huazu, general manager of Steve&Vivian brand, Ningbo AI Sheng Garments Co., Ltd. has been mainly engaged in OEM processing in foreign trade. In 2006, Steve&Vivian women's clothing brand was registered in Europe, and design studio was set up in Italy and Ningbo. In addition, Chen Yao paid a lot of money to speak for the star. Due to its meticulous positioning and accuracy, the spanformation started earlier, and now it has launched 60 direct outlets in the first tier and second tier cities.

Wang Huazu told reporters: "not long ago, just finished the Steve&Vivian women's clothing next spring and summer new product order meeting, followed by new business in Steve&Vivian Beijing Jun Tai shop. Its sexy, simple and detail oriented style has won the favor of a mature urban woman aged 25 and ~35, who has become a loyal fan.

Wang Huazu said that there are two main achievements in entering the domestic market: on the one hand, the influence of the company and the influence of the brand have been further improved; on the other hand, there is still a gap between the profit and the expected profit. But the process of developing Steve&Vivian women's clothing is just like raising children, "pain and happiness."

In analyzing the successful experience, Wang Huazu said that as the company was doing foreign trade processing, it also sold some famous brands in the Chinese market, accumulated rich experience in brand marketing, and laid the foundation for the operation of its own brand. In their view, it is the best way for foreign trade enterprises to do their own brand licensing. The sooner they make the brand, the more initiative they will be. In terms of brand operation, it has invested 80 million yuan in total. In addition, talent pool is also very important. This year, marketing will be "more dedicated", strengthen the management of brands, continue to improve the benefits of single stores, and do a good job in direct battalion, and gradually consider joining.

Besides the exploration of the enterprises themselves, how can the relevant government departments and trade associations provide good strategies for spanformation?

Industry experts believe that the association should play the role of guidance and promotion. On the one hand, it should set up a platform and create opportunities to help enterprises to sell themselves and display products. On the other hand, actively guide the spanformation of enterprises, this spanformation is not a purely spanformation, but a combination of internal and external sales. These will inevitably bring about great changes, such as products, exhibition modes, marketing networks and so on. At the same time, we can also consider the vigorous promotion of industrial clusters, and package enterprises into marketing regional brands. The government should give enterprises some support from policy.

All in all, in the current economic situation, whether to do foreign trade or domestic sales, the key lies in improving the comprehensive quality of export enterprises, making preparations for many aspects and practicing internal strength. In the process of spanferring from outside to outside, enterprises should improve their products in terms of product development, brand building, internal management and talent reserve. Only in this way can we really occupy the highland of the market.