Clothing Companies Launch High-End Brands To Seek Pformation And Upgrading

"P >, as an important force of domestic silk export, Chongqing silk enterprises have been confronted with problems such as single brand, imperfect industrial chain and so on.

In recent years, the export of silk products has declined in recent years, and some local a href= "http://www.91se91.com/news/index_h.asp" > silk > /a > enterprises are committed to building brands and opening up the domestic market.

Yesterday, the business daily reporter learned from Chongqing Hong Mei Da Xin Xing Industrial Group Co., Ltd. (hereinafter referred to as "Hong Mei Da") that the silk export enterprise has quietly combined with Zhejiang enterprises to jointly launch high-end home brand, looking for pformation and upgrading.

In addition, the famous Chongqing City, Wei Lan, mattress furniture Co., Ltd. is also launching high-end silk bedding.

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< p > < strong > dynamic: Hong Mei Da force domestic market < /strong > < /p >

< p > as the largest silk producer in Chongqing, Hong Mei DA has exported silk products such as Armani, Burberry and other brands by exporting a href= "http://www.91se91.com/news/index_f.asp" > silk < /a > silk and other raw materials.

In order to build its own brand, the company has chosen to cooperate with Zhejiang Silk Road Holding Group Co., Ltd. to set up home textile terminal sales outlets in Chongqing new century department store by way of company direct marketing, and promote "Huan Sha" < a href= "http://www.91se91.com/news/index_c.asp" > Home Textile /a brand.

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< p > Li Changsong, deputy general manager of Hong Mei Da, told reporters that the joint Zhejiang silk road company launched the "happy Sha" brand. It is the first time that Hong Mei DA has cooperated with domestic brands. It is also the first time that Hong Mei DA has laid out the terminal market, and the terminal sale will be fully responsible by Hong Mei da.

"This joint effort is an attempt, and will further expand the brand promotion efforts in the future."

Li Changsong introduced that the company will launch silk scarves and neckties and other products in the near future, and take the route of brand development.

In general, the combination of export and domestic sales will be implemented.

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< p > in addition, Zhou Shangjin, general manager of Chongqing blue land mattress, also said that Wei Lan is developing high-end silk "a href=" http://www.91se91.com/news/index_s.asp "bedding" /a "brand, and is considering aiming at the domestic market to launch other kinds of high-end silk products.

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< p > < strong > Background: in recent years, the export of silk has fallen down < /strong > /p >

< p > in fact, Chongqing, as one of the domestic silk bases, exported about $about 40000000 last year.

"Exports account for about 80% of the total output."

Guo Mingwu, Secretary General of Chongqing Silk Industry Association, told Business Daily reporters that after the financial crisis in 2008, the silk industry in Chongqing was hit by an unprecedented blow due to the economic downturn in India, Southeast Asia and the European Union. The volume of exports continued to decline, of which, in 2012, it fell by more than 25% over the same period.

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Less than P, foreign trade has been blocked, and many enterprises have been struggling for life and death.

"In 2008, there were more than 70 silk enterprises in production, but up to now, only about ten enterprises are still producing, some of them are semi production, and at the same time, they are also facing pressure of loss."

Guo Mingwu said.

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< p > "in fact, the main reason why silk enterprises exert their strength in the domestic market is that the export is blocked."

Li Changsong admitted that in 2012, the export volume of Hong Mei Da was 10% lower than that of the same year.

However, compared with the sharp shrinkage of foreign markets, the domestic consumer market is growing steadily.

"Export-oriented silk enterprises are turning their attention to the domestic market, but if we continue to do raw material business in our country, the profit margins will be even lower. Therefore, we need to find a breakthrough and work hard to enhance the added value of products by making brand and developing the terminal market."

He said.

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< p > in addition, according to Guo Mingwu, after 2008, relevant departments of the state noticed that the foreign trade route of the silk industry was facing challenges, and therefore allocated 3 million yuan to Chongqing enterprises every half a year to encourage enterprises to pform and upgrade and develop the domestic market.

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< p > < strong > measures: build brand and perfect industry chain < /strong > < /p >

< p > however, Chongqing silk enterprises are facing many problems when they take the branding route for development.

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< p > "for example, if the brand of Chongqing's silk industry is not heard, it will be very difficult to open the national market."

Zhou Shangjin said that apart from the weakness of the brand, the silk industry chain in Chongqing is not perfect, and the enterprises are also in the state of "Sanda", and the development is uneven.

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< p > Zhou Shangjin said that the cocoon production in the upstream of the industrial chain is still dominated by retail investors. In the subsequent processing links, there is no talent team, and there is no professional marketing promotion in the downstream brand promotion.

Under the plaguing of such problems, the resources advantage of the silk industry has not been brought into play, and the economic benefit is extremely low.

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< p > in Guo Mingwu's view, the silk industry as a labor-intensive industry must be pformed and upgraded. First of all, we should learn from the coastal areas, upgrade technology and overcome the pressure brought by the rising cost of manpower. At the same time, we should further develop and improve the industrial chain and increase the added value of the industry.

On this basis, expanding the domestic market and making high-end brands, the current practice of Hong Mei Da is worth learning from.

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