Quanzhou Foreign Trade Shoes And Clothing Enterprises Turn Gorgeous

"A butterfly flapping its wings in the Amazon basin will set off a storm in the Mississippi Valley."

With the development of globalization, the so-called "Butterfly Effect" often appears in the current economic phenomenon.

At present, the global economic recession, the depreciation of the dollar, the change of trade rules......

In China, monetary policy is tight, tax rate adjustment and price rise.

Which butterfly's fanning has an insignificant impact on the economy.

Quanzhou is a region with a well-developed private economy. It has a large number of export-oriented enterprises engaged in the foreign trade industry, as well as many domestic brands selling the domestic market.

What is the impact of Quanzhou's economy in the current complex economic situation?

Enterprises are the most direct faces of the market. How do they fight?

Since June, the Morning Post reporter has interviewed several industries such as clothing, shoemaking, stone industry, bags, toys and other industries in Quanzhou, and combed out some successful cases of enterprises, hoping to reflect the influence of the economic environment on Quanzhou enterprises. It is also hoped that some successful experiences can provide some inspiration for more SMEs in Quanzhou to face difficulties and hope to pform.

People in the Quanzhou industry still remember: in 1999, Anta took the lead in asking Kong Linghui to be a spokesperson and fired the first shot into the domestic market.

Since then, many Quanzhou enterprises have followed suit and entered the domestic market, offering the brand of the brand.

Over the years, through a wave of "brand building campaign", a group of Quanzhou garment enterprises have risen rapidly in the domestic market, Heng Heng, seven wolves, Anta, XTEP, PEAK, Qipai, nine herdmen, and Li Lang.

These brands that have gone out of Quanzhou have long been popular.

Reporters recently interviewed in Quanzhou's foreign trade enterprises learned that a licensing campaign has been launched vigorously in the foreign trade industry in the past two years.

It has many years of experience in the quality assurance of foreign trade and the experience of domestic brands in the licensing movement. Quanzhou's foreign trade enterprises are more relaxed than the licensed companies 10 years ago.

At the beginning of first Century, the licensing movement rose quietly on the 25 day of last month. Jiali children's Articles Co., Ltd. held a new product conference, and officially announced its "happy years" brand to open up the domestic market.

In this conference, the company adopted the model of "children's living hall", which mainly consisted of children's wear, and introduced toys, stationery and other children's products.

It was also on that day that the company signed a cooperation agreement with the agents of 8 provinces in China.

"This brand was established last year, commissioned by the consulting company for a year, feeling that the effect is not very good.

This year, we will do it ourselves. "

Xu Qinghai, chairman of the company, told reporters that in fact, the company also wanted to pfer to the domestic market 5 years ago.

"At that time, the foreign trade industry was still relatively well done, and the domestic market investment was large, the money collection cycle was long, and management was very difficult, and it was temporarily abandoned."

Coincidentally, the Shishi wild leopard Children Products Co., Ltd., a prestigious Quanzhou Fujian children's wear trade company, set up a domestic brand division last year, and was the first to invest in the country at the end of last year.

In fact, speaking of the wild leopard children's clothing, as early as the 90s of last century, the children's clothing market in China has won the "China's top ten brand children's clothing", but after 2000, the company's business has been pformed into an overall export.

The "brand building movement" of Quanzhou's foreign trade enterprises is not just the behavior of one or two enterprises, nor is it confined to one industry.

This movement has sprung up in Quanzhou's foreign trade enterprises.

In Jinjiang's Shenzhen and Shanghai, underwear manufacturers mostly take foreign trade.

Data show that the proportion of underwear exports in Shenzhen town is above 95%, while others are distributed through wholesale channels.

However, since last year, underwear manufacturers such as dragons, cedar lands and Glade have launched their brands in the domestic market, and have stepped into the domestic market.

In the bag and suitcase industry, the licensing movement began to show its head in 2000. But until the year before last, DAPAI signed Tian Liang as the brand spokesman. The brand building movement of the Quanzhou luggage industry has made further breakthroughs.

In the severe foreign trade situation last year, a group of Quanzhou luggage enterprises have turned to the domestic market.

"Stone industry has begun to focus on brand management in recent years, and some stone enterprises have applied for famous trademarks, well-known trademarks and so on."

Chen Yanfei, vice president of Quanzhou Federation of industry and Commerce and Secretary General of stone industry association, said.

2 behind the brand, the industry is turning the corner of foreign trade enterprises. The truth behind this is the depreciation of the US dollar, the adverse effects of the US subprime mortgage crisis and the slowing down of the global economic development. Quanzhou's foreign trade industry has already had an "inflection point".

Reporters from the Quanzhou Municipal Bureau of foreign affairs understand that data in the first quarter of this year, Quanzhou exports 1 billion 156 million U.S. dollars, an increase of 19.57%%, an increase of 5 percentage points over the same period last year, 3 and 2 percentage points lower than the whole province and the whole country, and the lowest growth rate in the past 5 years.

"This shows that Quanzhou's foreign trade has entered a" turning point "period. But because of the inertia effect of the production cycle, the situation in the first quarter is still better than expected. To really monitor the impact of Quanzhou's foreign trade in the end, the data in July may be more able to illustrate the problem.

According to the relevant analysis of the Bureau of foreign affairs.

The structural differentiation of Quanzhou's export market is also reflected in the data.

According to statistics, in the first quarter of this year, the number of enterprises exported to the United States in Quanzhou was 597, 239 lower than the end of last year, and exported 173 million US dollars, only 7.02%% higher than last year, and 12 percentage points in the same period.

Some analysts have pointed out that under the influence of the US subprime mortgage crisis, the payment ability of some American purchasers has declined, and a large number of accounts receivable have not been recovered in Quanzhou.

"We don't dare to take orders for us orders this year."

The head of a toy production enterprise in Anhai said.

However, for Quanzhou's foreign trade enterprises, opening up new markets is also an important direction.

In the first quarter, Quanzhou exported ASEAN commodities to US $111 million, an increase of 45.35%%. In emerging markets, although the overall growth slowed down, the growth rate of exports to India, Croatia and Chile reached 35%%.

Analysts said that these are important reasons why Quanzhou's foreign trade exports can still maintain near 20%% growth rate.

3, structural adjustment of Quanzhou brand to escort the impact on the market, the experience of enterprises is more direct.

The fact is that under the impact of various factors, some small and medium-sized foreign trade enterprises in Quanzhou have shown signs of shutting down and closing down.

Reporters interviewed in Anhai learned that in the past two years, the local toy export enterprises have been greatly impacted, and the number of enterprises has shrunk from more than 100 in the peak period to dozens.

"This year there are still a lot of enterprises in a semi shutdown state, there is a single to do, no orders to go out of business."

The head of a well-known toy company there said.

"It is impossible to shut down 10%% enterprises without closing down."

Recently, Liu Fuyuan, vice president of the national development and Reform Commission's Macroeconomic Research Institute, came to Quanzhou unkindly to point out that in this round of adjustment of foreign trade structure, small and medium-sized enterprises are doomed to escape.

The industry has predicted that Zhejiang, Guangdong and other places of export enterprises, has appeared more than 10%% failure.

However, the information learned by reporters from the Quanzhou industry shows that the impact of Quanzhou enterprises is much smaller than that of Zhejiang and Guangdong. The reason lies in "brand strength".

"I have learned from several associations that the impact of this year's Quanzhou plate is not too great."

Wang Yanzhu, executive vice president of Shishi textile and garment business association, said that many enterprises in southern Zhejiang and Guangdong area rely on simple OEM processing to earn meager processing fees, and the export of their own products is mainly middle and low-grade products, which is greatly affected.

"The enterprises in Zhejiang and Guangdong are down a lot, and there are some in Quanzhou, but the total number of enterprises is very small. The main reason is that the traditional export enterprises in Quanzhou started to focus on brand and expand domestic sales very early.

On the one hand, the old brands are shining brilliance. On the other hand, a number of new brands have sprung up. With the support of brand strength, the Quanzhou plate has handled better in the industry reshuffle process.

4 walking on both legs, Quanzhou's private enterprises are right and left, and the situation of "crossing the river by feeling the stones" when selling brand names a few years ago is different. Quanzhou foreign trade enterprises soon showed "great skill" when deciding to fight in the domestic market.

From the dragon's "warm family" plan to Jiali's "children's life hall", the development strategy of the enterprise is very clear at the very beginning.

Adapt to the market so fast, in fact, and many enterprises in Quanzhou have been relying on "two legs" to walk, that is, foreign trade and domestic sales simultaneously.

Liu Fuyuan pointed out that the export economy alone is actually a "walking stick". He praised the Quanzhou enterprises for taking the strategy of "selling both domestic and foreign markets" and considered that "the quality of Quanzhou entrepreneurs is high".

This "two legged" walking situation shows its advantages in this year's foreign trade environment.

In the late 80s of last century, the private economy in Quanzhou was developed on the basis of overseas Chinese capital.

Even now is a well-known brand company, such as seven wolves, Anta, XTEP and so on, there are also some foreign trade business.

The above mentioned Carrie children's products Co., Ltd., wild leopard children's clothing and so on, had experienced the operation of the domestic market in the 90s of last century, but only later they turned to specialized export markets.

For some foreign trade enterprises which have long turned to the domestic market, expanding the share of the domestic market has become the development goal of the enterprises.

This year, Green group will put the domestic brand "tick click" children's clothing in 2008 autumn and winter new product order will be placed before the spring fair, showing its increasing importance to the domestic market.

The real production situation is the same. Within the group, the proportion of export sales increased from 2: 8 to 3: 72007 in 2005, 4 to 6.

Such data ratio is not a result of this shift.

"Paying attention to the domestic market does not mean abandoning the foreign market.

Our foreign trade business has not been reduced, but the growth is relatively slow, and the domestic market has great room for development.

Zhao Jianhe, Green's chairman, said.

It is understood that in these expansion of the domestic market of foreign trade enterprises, each enterprise is adhering to the "two legs" to walk.

In Liu Fuyuan's words, the result will be "right and left."

5, the integration of resource enterprises has turned a long way to go. Liu Fuyuan recently pointed out a way for SMEs to cope with the current macroeconomic difficulties in the Quanzhou Hotel. That is, through mutual participation in the "enterprise alliance", the domestic brands launched by Jiali, covering children's clothing, toys, stationery and other children's products, is actually an alliance effect.

"There are a lot of relatives and friends around the world doing foreign trade, but the products are different. When we push the new brand, we integrate these resources, and we all work together to make such a brand."

Xu Qinghai said, this is also inspired by a friend's children's clothing store.

"A friend opened a children's clothing store and took a few toy cars from our company in the shop. I didn't expect it to be popular with children, and business is better than some brand children's clothing stores around."

Therefore, Jiali's strategy is not only children's clothing shop or toy store, but the "children's life hall".

However, Xu Qinghai has a very deep understanding of expanding the domestic market.

"To build a brand, experience needs to be accumulated by itself, and the experience of Jinjiang's brand creation can not be duplicated."

For the foreign trade enterprises that have previously managed production, guaranteed quality and delivered goods on time, marketing is an urgent task to enter the domestic market.

"Leaving the domestic market for too long, the market, consumer groups, product positioning and so on, all need to re explore."

A business person said that most of the foreign trade enterprises have only completed the original capital accumulation, and the accumulation of talents, ideas, market networks and brand shaping is still to be strengthened.

Reporters from the export products to the export brand from the foreign trade market to the domestic market, perhaps it can only be said that the market is different from the operators, it is hard to say that the industry is upgrading the foreign trade industry.

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