Clothing Enterprises Do Cross-Border Business Fish And Bear Paws Can Not Have Both.

< p > < < a href= > http://news.sjfzxm.com/news/zhengce/20130527/344105.html > > hollow > /a > the phenomenon is normal. < /p >

< p > in recent years, with the increasing cost and overcapacity, many garment enterprises have been sideline.

YOUNGOR, Shan Shan, Hong Dun, Metersbonwe and other domestic clothing brands have become an old hand in cross-border business, and are marching towards real estate and finance.

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< p > "this is the phenomenon of" hollowing out "of garment enterprises.

Yesterday, Min Guangya, a member of the China clothing association's expert advisory group and a fashion brand management strategy expert, told an interview with a Commercial Daily reporter that many garment enterprises marched into other industries, but made their own clothing brands empty. This has become a common phenomenon in the industry.

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< p > > a href= "http://news.sjfzxm.com/news/hangye/20130521/343204.html" > Min Guangya < /a > indicates that in recent years, the cost of shoes and clothing industry has been rising, the industry overcapacity is serious, and the profits of enterprises have been declining.

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< p > "the most fundamental reason is the shortsightedness and impetuosity of clothing enterprises".

Min Guangya said that many garment enterprises did not create a "century brand" plan, and saw that the profits of the industry narrowed and other industries were lucrative.

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< p > the decline of the brand of Han style clothing red man and Taihe is a typical case.

Min Guangya introduced that many of the garment enterprises he contacted were unwilling to continue to do business because he earned a little money.

Some of the money that these enterprises earn from the real economy is mainly concentrated in real estate, stocks and resources, while others enter private equity funds and capital operations.

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< p > many enterprises are sidelines dragged down < /p >.

< p > in fact, there are not many garment enterprises that can really dig gold from the sideline industry, and some are even dragged down by sideline businesses.

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< p > recently, < a href= "http://news.sjfzxm.com/news/hangye/20130521/343203.html" > YOUNGOR < /a > has been exposed to the "real estate dependency syndrome". Previously, a number of heavily invested land King projects are now caught in the embarrassing situation of poor sales.

The business daily reporter inquired YOUNGOR 2012 annual report, found that as of the end of 2012, YOUNGOR's inventory balance amounted to 23 billion 473 million yuan, of which about 20000000000 Yuan in real estate business, accounting for 70% of YOUNGOR's liquidity at the end of last year.

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< p > another three supporting businesses of Shanshan, another clothing company, are clothing, lithium batteries and investment.

Although Shanshan stock has achieved good results in lithium batteries and investment, but in the past 3 years, its clothing, cotton socks and so on have appeared four times of quality inspection failed, including the down feather content is insufficient, the fiber content is insufficient.

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< p > in addition, the 2012 annual report of the red bean shows that the real estate business has a larger decline compared with the same period last year. In 2012, the net profit of the company decreased by 18.66% compared with the same period last year, and the total business income of the main business decreased slightly.

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< p > "without detailed planning, blind development of sideline will only cause confusion in the company."

Clothing marketing consultant sang Wei Sheng yesterday introduced that, on the one hand, enterprises are constantly involved in the new industry, diverting the backbone of the original industry, capital is also beginning to tilt, and the business of the bank will begin to slide or even lose money.

On the other hand, enterprises use the thinking of clothing to do investment and other new areas, like many traditional enterprises now pform electronic commerce, in the end the burden will become more and more heavy.

And this "hollowing" continues to expand, which will lead to more and more "a href=" http://news.sjfzxm.com/news/difang/20130520/343008.html "> zombie enterprises < /a >".

Some of the casual footwear enterprises in Wenzhou have failed, which is also related to this blind development.

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< p > Chongqing enterprises set foot in industrial estate < /p >

< p > in recent years, Chongqing garment enterprises have begun to explore the road of diversified development.

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In 2009, Chongqing Rui Cheng Industrial Group Co., Ltd., which only brought the women's clothing market in Chongqing, with the brand name of Dream Poetry, Yi Ti, and so on, invested 58 million yuan in the new construction of Ruicheng dress Industrial Park in the new airport town. At the end of last year, Tian Po made clothes and Wen Jun and other brands began to build an industrial chain cluster with production, processing, marketing and brand incubation on the basis of the existing Hui Xing clothing city, and even gradually involved in export business, e-commerce and other businesses, and crossed the boundary to the clothing trade. In January of this year, 28 Chongqing garment enterprises such as rain Baer, ASA bejia and little spicy sister jointly invested in the establishment of investment service platform Chongqing Shang Meng Industrial Co., Ltd., focusing on creating the "Western Fashion Industrial Park". < p >

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< p > "the traditional clothing production and processing actually have a very thin profit, only about 10%."

Yesterday, Cao Yi, a href= "http://news.sjfzxm.com/news/difang/20130518/342784.html" > < < /a > >, told reporters that the development of Chongqing's clothing industry is relatively late. Many local clothing enterprises are in the traditional manufacturing and processing stage. If they want to be bigger and stronger, they will have to pform to commercial and other fields.

In doing so, it will not only cause "hollowing out" but will complement the industrial chain.

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< p > "real cross-border development is not much, mostly for industrial estate in the upstream and downstream industry chain."

Li Yong, Secretary General of the city textile and clothing trade association, told the Business Daily reporters yesterday that Chongqing clothing enterprises are in the stage of vigorously creating brands. Horizontal crossover is rare. It is mainly through the opportunity of Western clothing industry to vigorously develop industrial real estate, and there is no "hollowing" phenomenon.

However, with the accumulation of a certain amount of capital and the decline of industry profits, the diversification of the industry itself is a trend for the pformation of traditional garment enterprises.

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< p > expert advice < /p >

< p > "enterprise brand" is the core < /p >.

< p > on the one hand is developing sideline, on the other hand, the main business is "injured". How should clothing enterprises balance the relationship between main businesses and sideline businesses?

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"P >" diversified development of clothing enterprises, on the one hand is to make clothing related products, or after the main business is stable, expand to the upstream and downstream of the industrial chain, and develop sideline businesses.

On the other hand, it is to enter the industry which is not related to clothing and has a large span.

AI long Tao said that regardless of whether the main business and sideline are adopting the same brand strategy or multi brand strategy, enterprises must have a core "enterprise brand", which is the core of the main industry and sideline industry.

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< p > < a href= "http://news.sjfzxm.com/news/hangye/20130517/342615.html > >" Ai long Tao < /a > "indicates that in the process of diversified development, enterprises must first focus on the core of" enterprise brand "to clarify the strategic orientation of the main industry and sideline industry, and determine their respective development directions and objectives, so that the main businesses and sideline businesses can play their respective roles.

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< p > Min Guangya, a member of the China clothing association's expert advisory group and a fashion brand management strategy expert, believes that some enterprises earn money by relying on their main businesses and earn real profits by sideline businesses.

But enterprises should realize that the brand and image created by the main business are also huge intangible assets.

The influence of brand comes mainly from industry. Therefore, enterprises must have the consciousness of "industry first" and make their clothes truly a hundred years' brand.

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< p > the stone of other hills > /p >

< p > start from the up and down industry chain < /p >

< p > from the very beginning, it only made underwear sales, and now it has developed into an enterprise integrating R & D, design, weaving, dyeing and finishing, garment processing, marketing and brand management. In 2011, it also invested the first 6 billion yuan in the Jiangjin Luo Huang industrial park to build the Western garment industry city in China.

In the development of sideline industry, as the first national clothing brand well-known trademark in Chongqing, < a href= "http://news.sjfzxm.com/news/hangye/20130517/342615.html" > King Kola apparel (Group) Co., Ltd. < /a > may be worth drawing lessons from other enterprises.

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< p > "golden Cora company has a lot of fields involved, but it is closely related to the purpose of improving the industrial chain."

Yang Jianming, Kim Kola apparel (Group) Co., Ltd. said that the company first formulated the goal of "10 billion enterprises and 100 years brand", and maintained the core brand of "golden Cora" unchanged all the time, and all other fields involved were serving the core brand.

Although the accumulated connections and information have something in common, there are professional teams in different fields in charge of operation.

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