Last Year'S Double Day Shunde Cowboy Business Pformation Urgent

After 3 and April every year, more than 2000 cowboy enterprises of Shunde Junan entered the order of autumn and winter orders. For most of the cowboy enterprises still engaged in OEM production, the volume of brand orders this autumn and winter has shrunk, and some enterprises' brand orders have even dropped to about 1/8 P.

According to the analysis of the industry, the sharp reduction of brand orders is the result of multiple factors at home and abroad, and it also aggravates the urgency of the pformation of jeans industry.

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< p > < strong > OEM orders declined last year this year, double days < /strong > /p >

"P", located in Jung Sha Po village, is a medium-sized garment manufacturer. At present, there are nearly 100 employees, mainly for three or more brands at home and abroad.

"We just got the order from the US POLO's jeans in autumn and winter, with a total of more than 8000 styles."

Mr. Tam, who is responsible for the brand's merchandising, is basically the same as the POLO order that was taken in the second half of last year (a target= "_blank" href= "http://www.91se91.com/" > clothing /a > in 2013). However, the order of the brand has shrunk considerably after enlarging to the whole security department. "At the end of last year, POLO had a total of 4 OEM companies, and now only one is left."

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< p > according to the data provided by Mr. Tan, the total amount of POLO in the second half of 2012 is about 60 thousand, which means that this autumn and winter orders will shrink to about 1/8.

Nandu journalists learned that, in fact, the three line brands of the company, such as the seven wolves, the lon Lang, the US POLO, the nine herd king, the American Camel, and so on, were all shrinking more seriously.

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P, a businessman who does not want to be named, explains that because he often deals with some domestic and international brands, he is familiar with the order of these brands.

According to his introduction, at the end of March this year, he took part in the internal ordering meeting of dealers and chain stores held in Xiamen by "nine herding king" in Guangzhou. The data of distributors and chain stores in newspapers declined sharply compared with previous years. "I also participated in the April" Camel "Chinese agent's internal ordering, which may be affected by the brand's future development strategy, and the ordering data of terminal stores also declined.

The data generated by these internal orders will form the total amount of final orders.

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< p > < strong > domestic prices are cheap, lean and equal security companies do not want to receive < /strong > /p >

< p > 2 p.m., the reporter found in the cutting workshop of the Ao Ao Garments Co., Ltd., there was a pile of work platforms beside the pile of denim. 27 year old Wei was wearing a mask and was busy sorting out the jeans and bags.

"I'll finish it in half an hour, and I can go straight home!" said Xiaowei.

Xiao Fangquan, director of the printing workshop, said that the order brands in the autumn and winter are less. "However, we don't have a big change in the total amount of orders on top of the brand."

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"P > the rising star of the uniform cowboy, Fan Youbin, the owner of a target=" _blank "" href= "" http://www.91se91.com/ "and" /a "Co., Ltd., said that domestic brand orders are shrinking in the second half of this year, but the international brand is not very clear.

He analyzed that the reduction of domestic brand orders is related to many factors. First of all, the rise of e-commerce mode, clothing sales price is cheaper, while the local enterprises themselves have limited profit margins, and are unwilling to take orders.

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< p > < strong > analysis: European and American markets are weak, domestic stocks are serious < /strong > /p >

Qiu Zhikui, a brand planning expert who has worked with some big brands, admits that whether domestic or foreign brands, the orders in the autumn and winter in China have shrunk, which is due to the weakness of terminal consumption. Specifically, foreign brands are due to the weakness of European and American markets. Domestic brands are blind expansion of brands in recent years, too optimistic about the anticipation of market trends, resulting in excessive inventory. "Now we have to clean up inventories and reduce the volume of orders."

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< p > < strong > reply: establish alliance standard and expand domestic market < /strong > < /p >

< p > the Junan Town Government has been playing the regional brand of "Junan Cowboy" in recent years. Various enterprises also issued the "jeans alliance standard" this year, regulating the technical standards of the production links, trying to grasp the right to speak of the industry development.

Chen Youhuan, deputy director of the town of anzhen and director of the Bureau of town and township administration, said that the market was not reflected in the situation. However, the government has already encouraged enterprises to make some adjustments at home and abroad.

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