Ningbo'S Garment Industry Is Expanding Against The Trend.

Apart from ports, the most famous ones are men's clothing. YOUNGOR, Shan Shan, Luo Meng and other brand men's wear are "made in Ningbo".

However, today's opening ceremony of the Ningbo international clothing festival has given people a new bright spot: the Ningbo women's clothing that has sprung up has set up a ladies' wear hall.

The reporter learned from the Ningbo Commission of letters that Ningbo produces nearly 1 billion 500 million sets of clothing annually, accounting for more than 13% of the total clothing output of the country, and has become one of the largest garment production bases in China.

In the current complex economic situation, how does Ningbo clothing industry expand?

Small and medium garment enterprises lack brand awareness

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Ningbo menswear is still the leading fashion in Fujian Mens men's clothing such as Qipai and seven wolves. The brand of western style clothing such as YOUNGOR, Busen and Luo Meng is very popular among consumers.

But careful study will find that the market positioning of these suit brands is the same, and there is a lack of differentiation strategy. Fortunately, the brand awareness of these enterprises is awakening early. When Guangdong, Fujian and other places are still busy striving for OEM orders, Ningbo garment enterprises have begun to introduce designers to seek pformation.

Ningbo

Up to more than 3000, some of the small and medium-sized clothing enterprises are still taking the traditional way of clothing industry: processing, lack of creative design, low added value of products.

At present, clothing enterprises have entered the era of high cost, and the prices of human resources, logistics and raw materials are rising. At the same time, they are also facing the competition of international brands. When the order of China's apparel industry chain is reconstructed, Ningbo's clothing industry is trying to break through with combined boxing.

A creativity

Introducing world class designers

At first, Ningbo clothing was also imitated, first mimicking Japan, then imitating Europe. Milan fashion week released a popular style, and the second day Ningbo factory began processing.

But this is not a permanent solution.

Wu Haiyan, Professor of dyeing and clothing department of The China Academy of Art, believes that designers are the soul of clothing and there will be a market for originality.

There are hundreds of excellent fashion designers behind every big name in Ningbo. Many have also hired "foreign designers": the group of fig has Italy team; the Luo Meng group has designers from Milan, Paris, Tokyo, Seoul and other places; Taiping bird designs more than 9000 clothing products every year, covering young people from 20 to 35 years old.

Of course, creativity is not only about style, but also fabric. Taking YOUNGOR's DP ironing trousers as an example, it is not only wrinkle free, but also soft, breathable, sweating and elastic.

B marketing

Another way to open up e-commerce channels

"For clothing companies, design and sales are very important, and design is good, and selling is useless."

Zhou Xueming, executive deputy director of the Organizing Committee of Ningbo International Fashion Festival, said.

How to expand the marketing channel? The China clothing business conference gave the answer. On the clothing festival, the leaders of B2B e-commerce platform, such as red kids and UFIDA shares, gathered together. They believed that clothing enterprises were no longer traditional industries, but information industries and cultural and creative industries.

"Now clothing is a fast moving product, and it is more important to master fashion trends than production. And now the B2C business model is quite mature. Can you say that clothing is still a traditional industry?" Zhou Xueming believes that the application, penetration and integration of e-commerce in the clothing industry can promote the development and pformation and upgrading of Ningbo's clothing brand information.

According to statistics, last year, Ningbo's Taiping bird, GXG and YOUNGOR represented the "touches" of Ningbo clothing, which sold more than 1 billion 500 million yuan through online channels.

C extension

Multi industry to avoid industry risk

Recently, Taiping bird announced its entry into the home industry and opened several home chain stores in Ningbo. Besides bedding and curtain fabrics, it also sold cups, coffee stoves, tea sets, etc.

Industry insiders say that industrial diversification is a way to avoid risks. YOUNGOR, Shanshan and lords have their own diversified industries. YOUNGOR has made great achievements in real estate, finance, foreign trade and other fields.

"When the financial crisis hits, clothes may not work well, new energy growth or real estate growth, so as to avoid hanging on a tree."

Zhou Xueming said.

Zhang Jiangping, chairman of Taiping bird group, believes that "nowadays young people pay attention to creating a family atmosphere, and the family soft decoration market will be bigger and bigger. Therefore, we decided to copy the experience and ideas of fashion industry to the household products industry, so that household products are also rising, and it is also a new attempt."