On The Development Of Export Clothing Brand

with

City as an example.

The city is located in the Yangtze River Delta, which belongs to Jiangsu Province, a major garment exporting province. Although the volume of clothing exports is not large in the whole country and in the whole province, the export clothing situation in Zhangjiagang is generally representative.

According to statistics, in 2011, the city exported 18880 garments, a decrease of 13.3% compared with the same period last year.

This year, due to the further escalation and worsening of the European debt crisis, many batches of foreign orders, small quantities and low prices, and the rise in domestic labor costs has led to a decline in production efficiency and almost squeezed profit margins.

In the 1-8 month, the 15554 batch of export garments was valued at $390 million, an increase of 24.6% over the same period, and the value of goods increased by only 5.9%.

In recent years, about 10% of the export garment enterprises in the city have gone bankrupt or pferred, and only about 10% of the 200 enterprises are still in operation. The rest are basically in a difficult state of maintenance.

Difficulties faced by enterprise development

At present, both domestic and international situations and the overall situation of enterprises themselves have adverse effects on garment export.

International and domestic situation: first, the spread of the European debt crisis.

The foreign trade market shrinks, and the European and American markets continue to slump. In addition, some countries in the Middle East are in turmoil, which also has a certain impact on export clothing.

The two is RMB appreciation.

Export companies dare not sign long-term orders or even dare to take orders to avoid losses caused by the appreciation of the renminbi.

Three is the rise of raw materials.

Such as cotton, polyester staple fiber prices fluctuate greatly, it is difficult for enterprises to control the cost price.

The four is the increase in trade barriers.

In 2011, more than 40 items of laws, regulations and technical requirements were revised and promulgated by Europe and the United States.

Overall situation of enterprises: first, it is difficult for enterprises to recruit workers.

With the increase of labor costs, enterprises generally fail to find jobs. Even though wages have been raised, the turnover rate of front-line staff is large, and their skills are not enough to manage.

Two, there is no independent brand.

Due to the serious lack of design and production talents, China's clothing industry has always been walking on the road of low-end survival for others processing and OEM, without independent innovation and without its own international brand, so it was greatly affected by the financial crisis.

The three is the low level of informatization.

Less investment and unsatisfactory information construction result in the lack of technological innovation capability of enterprises.

Clothing is a labor-intensive industry with process as the core, and informatization plays an important role in efficiency.

The four is strategic shift.

Enterprises with independent brands are actively exploring the domestic market, resulting in a reduction in the value of their exports. Meanwhile, the varieties of products turn from the large commodities to the marginal products such as underwear, cotton clothing and accessories.

Countermeasures and suggestions

Enterprises must firmly grasp the strong national strength and promote the pformation of the mode of economic development, and continuously promote the new opportunities brought about by the development of new cities, new technologies and new talents for the development of traditional industries. We must persist in winning the market by quality, innovate independently, and strive to win the market and win customers with high quality and high quality.

Insist on pformation and upgrading.

Enterprises should advance the level of trade development, avoid operational risks, alleviate resource conflicts and enhance profitability through trade advance, industrial pfer and expansion of sales channels.

First of all, we must boldly "go out".

By directly managing the international market, participating in global procurement, reducing the cost of raw materials and realizing the internationalization of trade through foreign companies and offices, the new and cooperative production and processing plants in countries with relatively low labor prices, such as Malaysia, Kampuchea and Vietnam, will reduce labor costs and gradually push forward the "mass production shift".

In addition, we should adjust the market share and product mix in a timely manner according to the changes in market demand, and explore and expand new marketing models.

Develop innovation and create excellence.

It's the life of clothing.

In the past, domestic garment enterprises mainly focused on the innovation of cost reduction, production efficiency enhancement and technology development in value chain.

In the face of difficulties in garment export and the urgent need for industrial pformation, we should pay more attention to innovation and excellence as the fundamental measures to optimize the structure, optimize products and optimize the market.

Efforts should be made to readjust the market customer structure, fabric ready-made structure, product grade structure and production organization structure, and focus on developing new fabrics, high-grade fabrics and functional fabrics, and strive to make new breakthroughs in technological innovation, product innovation and technological innovation, improve product added value and expand the space for profit.

Build an independent brand.

No brand, no market.

Promoting the construction of independent brands can greatly enhance the enterprise's ability to resist risks and sustainable development.

Enterprises should increase investment in R & D design, strengthen R & D and design team building, vigorously promote original innovation, technological innovation and design innovation, and provide technological and design support for developing independent brands.

We must strictly implement the international and domestic advanced quality standards, strengthen quality management in an all-round way, maintain product quality stability, and make clothing products with high standards and high standards.

At the same time, we should strengthen the publicity of brand marketing and expand the popularity of our own brands at home and abroad.

Take Jiangsu Dong Du Textile Group Co., Ltd. as an example, the company's independent children's clothing brand "Si Bei de" promoted the company's two venture. Last year, the group's domestic and foreign sales exceeded 5 billion 500 million.

Carry out meticulous management.

Management benefits.

We should use scientific management to improve work efficiency, increase output with modern management methods such as information, refinement and institutionalization, reduce production and operation costs, and change tradition into science.

First of all, we must strengthen training.

Through training at different levels, we should cultivate enterprise culture and strive to build a team of employees who can draw, play, train, and fight effectively.

Next is process reengineering.

Enterprises should increase input in information technology, speed up equipment upgrading and equipment upgrading, introduce advanced international management systems, and deepen "fine, detailed and real" management.