Improving The Innovative Ability Of Clothing To Enhance The Soft Power Of Japanese Textile And Garment Export Enterprises

Recently, the State Council has promulgated 8 policy measures to promote the steady growth of foreign trade, including "speeding up the progress of export tax rebate", and supporting commercial banks' efforts to expand trade financing for small and micro enterprises, improving the level of trade facilitation and simplifying examination and approval procedures.

The good policy of the country has brought confidence to Chinese exhibitors recently participating in the eighteenth China Textile and garment exhibition in Tokyo, Japan.

Exhibitors said that this year's policy level blowing warm air, showing the government's promotion.

The firm determination of steady growth.

However, some enterprises say that the export promotion function of policy to enterprises is limited. Enterprises should change old habits which are too dependent on policy. We should realize that China has no reality of cost competitive advantage, and enterprises need to improve their own soft power when they want to survive and sustainable development. These include the ability to develop products that meet the needs of the market and the ability of comprehensive supporting trade services.

China's exports to Japan continue to grow

China

Sun Xiaoming, general manager of China Textile advertising Exhibition Co., Ltd., the organizer of the show, believes that the Japanese textile and garment market is inseparable from China.

Although some Japanese orders have been pferred to some countries in Southeast Asia and South Asia in recent years, over 70% of the Japanese textile and apparel market is still supplied by China in the first half of this year.

One of the main reasons is that China's textile products have a large output and a complete industrial chain. In this respect, there are unique advantages that other countries do not have. Two, facing the reality of rising factor costs, excellent Chinese enterprises strive to improve their own management while actively pferring industrial gradients to China's central and western regions and even Southeast Asia, and reducing production costs by refining regional division of labor. Three, Chinese enterprises are trying to explore industrial upgrading and strengthen the construction of soft power through optimizing production processes, upgrading original design and manufacturing capabilities, and increasing service links.

The eighteenth China Textile Garment show was especially popular with exhibitors. The exhibition was first selected by BIGSIGHT, the main exhibition hall in Tokyo, Japan.

Exhibition scale for the first time reached 8600 square meters, but still can not meet the needs of exhibitors.

This exhibition brings together 440 enterprises from 16 provinces and cities, 62 cities in China, 1 Japanese enterprises and 1 Korean enterprises.

These Chinese enterprises account for about 3 billion 500 million US dollars per year, accounting for about 15% of China's textile and apparel exports to Japan.

Sun Xiaoming analysis of this exhibition is particularly popular for the following reasons: first, after the expansion and development of the 17 exhibitions, the effect of the exhibition has been widely recognized by Japanese export enterprises. Secondly, due to the impact of the Japanese earthquake, the China Textile and Garment Fair was originally cancelled in Tokyo last year, which has accumulated many expectations in the two years. Again, most of the exhibitors are committed to the Japanese market or even focus on Tokyo.

Enterprises participating in China Textile and garment show have become routine activities of enterprises.

In addition, although foreign trade exports have encountered some difficulties, Chinese enterprises, especially high quality enterprises, have a positive mentality. The more difficult times they are, the more aggressive they should be, so as to seize the opportunity.

Customers have higher requirements for quality.

The Japanese market is still depressed, which is the common feeling of many exhibitors.

Many enterprises reflect that the Japanese market is not good, the selling price of goods is low, and consumers are fastidious. Japanese importers have higher requirements for product quality.

Zhou Feng of Anhui foreign trade import and Export Co., Ltd. said that when the market is not good, consumers' shopping desire is low, not only the genuine products are not bought, but the inferior products are even less interested.

And now the Japanese guests have to check every product. Although the inspection fee is paid by the Japanese guests, it has added a lot of trouble to the suppliers.

Because the number of defective products increased, the cost of enterprises increased, and the number of reworked products increased, which increased the difficulty of order execution.

Customers not only have higher requirements for product quality, but also require faster delivery time and more service requirements.

Jin Baolian, deputy general manager of Yantai Xintiandi Garments Co., Ltd., told reporters that Xintiandi mainly exported products to Japan's and South Korea's GUESS brands. This is the second time for exhibitors. They have come into contact with 6 businessmen who have cooperative intentions.

Although the market is not good this year, customers have higher requirements for quality and delivery time.

After placing the order, 1 months' delivery is required. All fabric and samples are required to be tested in Shanghai.

It also requires suppliers to provide more services. For example, after delivery, the supplier should send information photos to the brand, such as style, invoice, box number, washing label, price tag, packing carton and so on, so that the guests can track the goods in real time.

In addition, Xintiandi also has 1 years warranty service for the delivered products.

Product innovation is king

During the exhibition, the Executive Council of the State Council established 8 policy measures to promote the steady growth of foreign trade. Wu Kai of Dalian Huarong Garments Co., Ltd. said that the export tax rebate for clothing is now 16%, and it will increase to 17% at most. The policy has a positive effect on enterprises' expansion of exports, but its role is limited.

He said that the policy significance of promoting the development of foreign trade was released through monetary policy.

This year, the depreciation of RMB is more than 1%, and the promotion effect on export is obvious.

But Wu Kai made it clear that the expansion of exports should not depend on policies alone, or on the pformation of enterprises themselves.

This year, Dalian Huashun has increased its R & D strength. It used to be a business department with consideration of R & D, and now a special R & D department has been set up.

Huarong has tasted sweetness from the pition, and the export of Hua Rong has increased in spite of the difficulties faced by other enterprises this year.

Wu Kai analysis shows that the reasons for the good export situation this year depend mainly on the pformation of enterprises.

The original export is mainly high-end products, and in view of the current downturn in the Japanese market, this year provides some low price products.

In addition, due to the demand for energy saving in Japan after the earthquake and the low temperature in the winter, Huarong has developed some light down products for home wear.

The harvest of Huarong is due to the marked increase in the volume of newly developed products exported this year.

Zhejiang Dida import and Export Co., Ltd. Liu Ying also expressed the same view.

She pointed out that the quality of exports now depends on whether enterprises can develop products that are suitable for the market.

Dida has intensified its efforts in research and development of fabrics, and jointly developed new fabrics suitable for the market with European guests, because the competition in garment industry is moving forward more and more, reflecting the competition of fabrics and even raw materials such as yarns.

The more developed products are, the more competitive they can be.

Dida brought the new fabric products jointly developed with European customers to Japan to participate in the exhibition, which has been favored by Japanese guests.

Liu Ying believes that the advantages of professional trading companies are gradually emerging after China's processing cost advantages are gradually disappearing.

Because trading companies invest heavily in research and development, and have the conditions to develop products with customers in the first tier international market, the products developed are more marketable.

In addition, the strength of the factory lies in the processing of a certain single product, and the ability to meet the comprehensive procurement needs of merchants is inferior to that of trading companies.

Trading companies can make various products by utilizing China's perfect industrial chain and processing advantages so as to provide customers with more perfect services.

Liu Ying also believes that now the foreign trade promotion policy brings confidence to the export of enterprises, but the promotion effect is not substantial.

In order to change the old habit of relying too much on policy, enterprises should realize that China does not have the reality of cost competitive advantage. The way out in the future is to improve their comprehensive supporting services. The most important thing is to cater to the market demand for product development capability.

"Enterprises that are able to develop products that meet the needs and bring trade benefits to customers will have the ability of sustainable development."

Dislocation competition can get twice the result with half the effort.

Junyue's exports to Japan also showed an increasing trend this year.

Wen Jinghua, general manager of the company, said that the reason for the increase in exports is that enterprises focus on dislocation competition and mainly produce high-grade cashmere garments for middle-aged and elderly people.

"Because the welfare of Japan is good, the middle-aged and old people have the ability to consume, and there is a market for high-end consumer goods in the middle and old age.

Moreover, in this field, China's competitors are relatively few, and the pressure on enterprises is relatively small. "

Wen Jinghua believes that for the textile and garment industry, only sunset enterprises, there is no sunset industry.

The difficult market environment is also well done by enterprises. The key is to identify countermeasures.

To this end, enterprises in five areas to adjust, that is, more styles, higher quality, faster speed, lower prices, more services.

The consumers are very picky now. Only by offering more styles for their choice can they increase sales.

And price competition is an important means at any time. Junyue raises a lower price. It is not a price war to fight against profits. It is to reduce profits and give profits to customers when the economic situation is bad.

The speed is faster, referring to the other half of the month, Jun Yue 10 days out, others two months out of the big cargo, Junyue 45 days to win quickly.

In addition, service is an important means to win customers. When new customers do not understand the enterprise, they will see that the product of the company will try to place the order, but with good service, they will stick to the customer and make the new customer an old customer.

Yantai Haixiang foreign trade company also taste the sweetness of differential competition.

Zheng Xiaoping, general manager of the company, introduced that in recent two years, the company has adjusted its product structure. Apart from exporting women's clothing to Japan, it also exported sportswear to Japan for the last year, processing sportswear for brand enterprises, and providing some uniforms for some sports teams.

Because there are relatively few enterprises in this field, competition is not fierce.

Haixiang's exports to Japan continued to grow in relatively difficult circumstances.

Trade opportunities depend on yourself.

Because of the large scale growth of China's textile and garment show this year, many exhibitors are worried about the overall effect of the exhibition.

Reporters learned in the interview that although many exhibitors complained that the exhibition was not effective, many exhibitors had better exhibitors than before.

The exhibition also shows the trend that orders are concentrated to high-quality suppliers.

Such as Weifang mobile import and Export Co., Ltd., Dalian Lu Yi Mei, Nantong Development Zone Wei Fu Foreign Trade Co., Ltd. and other enterprises during the exhibition.

In this regard, Hu Jiaxin, general manager of Yantai Golden Doll International Trade Co., Ltd. analyzes whether attracting guests into the booth is the key to attracting customers.

Hu Jiaxin believes that this exhibition is good, though it is related to the exhibition hall, but good exhibits are the key.

She found that Japanese guests are very professional, and every Chinese textile show will attend.

If the products that have been seen in the first half of the year appear in the exhibition again, they will leave the impression that the guests are not serious about the work. Similarly, the guests will also think that such enterprises lack the motivation to innovate and the ability of innovation is not strong, and they lose interest in communication.

The exhibits such as gold dolls are basically prepared for this exhibition.

Many products developed by the Golden Doll are new products developed according to the changes of the trend and repeated communication with guests.

For example, the newly developed sweater with fur, lace and woven fabrics makes the guests' eyes brighten, thus attracting many guests to stop.