Anhui Clothing Enterprises: How To Make Strong Local Clothing Industry

Local brands are hard to trace.

No matter whether it is located in the narrow and long golden triangle area of HeFei Railway Station square, Shengli Road and Zhan Road, the clothing wholesale market still lingers in the many high-end shopping malls in the vicinity of the four archway. It is easy to see that people everywhere are full of foreign brand clothing produced by Guangdong, Zhejiang, Shanghai and Suzhou, while the local clothing brands are hard to find.

"What the clothing brand needs is the accumulation of history and culture."

Wu Yan, a middle-level manager in a provincial capital city, said she also wanted to support the local clothing brand, but looked around, and the shopping malls were all wearing clothing labels with Western signs.

Xiao Sun, who worked in Hefei for two years, told reporters that although the psychological price of her clothes could not be more than five hundred yuan, it still tended to buy brands in Shanghai and Guangdong.

As for Anhui's local brand, Xiao Sun said, "there are few names that can be named."

The embarrassment encountered by local clothing brands is more than that.

A leader in a high-end fashion company in Anhui said frankly that when the brand entered Wuhan, Shanghai and other foreign shopping malls, the wind and water went smoothly, but they were twists and turns in their own "site".

When dealing with many high-end shopping malls, the first reaction of these stores is that "Anhui can't get out of the clothing brand" to make him feel embarrassed.

The high-end brands are hard to start, and the low end OEM is not easy.

Li boss of Feixi County specializes in T-shirts and knitted underwear processing. Because of no independent brand, the profit of each finished product is very thin. In addition, it often suffers from problems of poor financing channels and difficult recruitment.

"Clothing processing or OEM start is relatively easy, and there is little risk."

In the interview, there was a clothing manufacturer who said that Anhui's clothing processing was mainly concentrated in Anqing, Mount Huangshan and Lu'an. However, the development of the foundry industry was weak, and it was difficult to make big brands, so it was not easy to form industrial clusters.

During the interview, many small garment owners admitted that they also wanted to create brand, but it was difficult to pform to high-end.

The initial investment of brand building is large and needs a lot of financial support. If the loan can not be paid, the upgrading of the image from inside to outside can not be completed.

Supporting industry has not yet become a climate.

As early as 2006, Hefei began to build a garment innovation industry base.

Up to now, there are many garment enterprises that build production bases here, but there are not many local brands sprouting up.

Why is it?

In March 28th, several times, reporters contacted a high-end women's clothing company, which set up a brand headquarters in Hefei.

Hong Wensong, deputy general manager of the company, told reporters that Anhui has a good natural condition to make the garment industry bigger and stronger. For example, there are many workers in the garment industry and many designers in Anhui, but the formation of the industry needs a process.

Hong Wensong analyzed that at present, the creation of the mainland

The industrial atmosphere has not yet been formed, mainly because of the lack of supporting industrial chains, and some accessories and accessories have not been found in Hefei, affecting the enthusiasm of some enterprises.

"Our designer goes to Shanghai once a week, sometimes just looking for a suitable button."

Hong Wensong said.

In addition, in order to create a brand, for small and micro enterprises in general, the financial problem is a great handicap.

Hong Wensong told reporters that the high-end clothing industry is a highly demanding industry.

At present, his company spends about 10000000 yuan on research and development every quarter, and every company has to spend about 1000000 yuan on opening a brand store. "However, the limited funds of ordinary small businesses can not afford more funds to pave the way for licensing."

In the design, production, marketing and other links, heavy gold has been smashed, and the quality of clothing has been improved.

Hong Wensong told reporters that the company produced a thin coat price of more than 3000 yuan.

Therefore, in Hefei, this fashion brand has only entered high-end shopping malls such as golden eagle and Ruijing.

"We have our own catch up targets, such as several well-known high-end ladies wear in China.

Where do they go to open the counter, then we will follow.

While learning the advantages of others, while adjusting the business strategy, ensuring the same quality, make certain concessions in the price, so gradually gained some market share.

Hong Wensong said.

However, the high-end women's clothing company, which is based in Hefei, is a "fragrant flower in the wall" when expanding the market.

"We now have more than 30 stores in the country, including 7 in the province.

Last year, the total sales volume of the company was about 100 million yuan, but the sales volume in the province was only 30 million. "

Hong Wensong said, the reason is that some shopping malls and consumers in the province believe that local brands are not in the same grade.

Take measures to upgrade industries

In recent years, the garment industry in Anhui has made some achievements.

According to the data from the clothing manufacturers' Association, in 2005, Anhui's clothing output accounted for only 0.76% of the total output of the country, ranking sixteenth in the country. In 2011, Anhui's clothing output accounted for 1.84% of the total output of the country, ranking eleventh in the country.

"However, due to the weak foundation of Anhui's garment industry and weak market competitiveness, there are still many problems and difficulties encountered at present."

Clothing chamber of Commerce responsible person said.

According to incomplete statistics, there are about 2 enterprises in Anhui's textile and garment industry, but most of them are foreign trade processing enterprises, and there are few enterprises with independent brands.

Insiders admit that behind the small and scattered industry is the weak financial strength of Anhui's clothing enterprises. Because of their small profits and weak foundation, they are unable to implement industrial upgrading.

This directly determines the scarcity of famous clothing brands in Anhui.

It is estimated that the cost of producing a brand garment only accounts for about 8% of the selling price. If most garment enterprises only stay at the lower stage of the foundry production, they will not be able to share the profits gained by the brand growth.

"Next, we must promote the real economy, especially foreign trade processing.

It will promote the production and marketing interaction of the real economy and encourage the brand building of the real economy.

Chen Jiegeng, Deputy Secretary General of Anhui clothing trade association, said that the textile and garment manufacturing industry conference will be held, focusing on the establishment of industry development fund and the establishment of a financing platform to solve the financing problems of garment enterprises.

It is reported that a number of banks have contacted the clothing manufacturers association to reach a cooperation intention.

Brand clothing industry park is an important platform.

According to the responsible person of the clothing trade association, at present, Anhui has 4 state-level textile and garment industry bases.

"We will support Suzhou's textile and garment industrial parks and other key projects under construction.

In addition, we will also build garment parks in Mengcheng and other places, undertake industrial pfer, establish brand incubation base and business base.

Chen Jiegeng said.

The establishment of local brands and the implementation of industrial upgrading require relevant departments to work together.

The head of the clothing trade association of Anhui province said that it plans to integrate all aspects of strength and resources, such as the "enterprise hospital" composed of government departments, financial sector, clothing industry leaders and scholars, so as to solve the practical problems for Anhui's clothing economy.