The Opportunity For The Garment Industry Lies In "Quick".

According to China Customs statistics, 1~5 imports from ASEAN this year. clothing The number and volume of imports increased by 51.3% and 33.6% respectively, and the average import price dropped by 11.7%. Brand clothing Mainly.

UNIQLO, h&m, gap, eland, Zara, CK, Adidas, Nike and other eight enterprises account for more than 30% of China's imports from ASEAN. Among them, UNIQLO, gap, eland, CK imports from ASEAN increased by more than 80%. Analysis shows that the above trend shows that with the continuous promotion of the strategy of the free trade area, the effect of tariff preferences between ASEAN and China and the EU is constantly emerging, and ASEAN's low labor cost advantage is international. Clothing brand The giants are accelerating their shift to Southeast Asia.

　　 OEM enterprises respond to order transfer

"Competition from ASEAN and other low labor countries has brought a lot of trouble to Chinese apparel foundries, but some enterprises still have their own ways to deal with them." Ma Weimin, general manager of Tian Yue three Yue Garments Co., Ltd., introduced to the International Business Daily reporter.

Tian Yu three Yue is a garment enterprise in Tianjin, China. It has been over 10 years for Zara, c&a and other international fast fashion brands to do foundry products. Ma Weimin told reporters that in recent years, some fashion orders of fast fashion brands are moving to low labor cost countries and regions, but the general trend is that orders are more dispersed and frequency is faster, which puts forward higher requirements for Chinese foundry enterprises. It is becoming more and more difficult to retain fast fashion orders.

　　 Low price and high quality rivals

"Viet Nam, Kampuchea, Thailand, Philippines and other ASEAN countries. Clothing artificial The cost is about 10% lower than that of the domestic average, and the quality of its workmanship is not significantly different from that of the domestic product. Ma Weimin introduced to the international business daily.

The low price of garment products in ASEAN countries is not only from manual labor, but also because of the large factories, quality assurance and zero tariff import to China. Ma Weimin said that in Vietnam, Kampuchea and other countries, there are a large number of large factories of one thousand or two thousand people, but on the contrary, the scale of garment factories in China is shrinking. The scale advantage not only reduces the cost further, but also snatch some large domestic parts; in addition, the demand for production processes and materials is not very complicated because of the design and simplicity of the products in fast fashion garments. Meanwhile, Southeast Asian factories pay attention to the production process and quality inspection, and the quality of products can easily meet the requirements of fast fashion brands. "For the fast fashion Chinese market, ASEAN production is the same as domestic quality, and at the same time, the price is cheaper, and there is no import tariff cost. Fast fashion brands have no reason to choose ASEAN production." Ma Weimin worried that the profit margins of some Chinese clothing companies were less than 10%, and such price competition lost their profits, so they gave up fast fashion orders.

The reporter contacted the clothing factory of Beijing copper bull group, which was a foundry of fast fashion brand h&m. The head of the company declined the interview request of the reporter, and indicated that he hadn't worked with h&m for two years.

　 The opportunity lies in "quick".

"In fact, it is not just the ASEAN region and other Asian countries. East African countries such as Morocco, Turkey, Romania and Bulgaria are also Chinese clothing enterprises Competitors. " Ma Weimin explained that although the labor force of the Eastern African countries in North Africa is not as low as their Asian rivals, their geopolitical advantages make them competitive in terms of orders from Europe.

The key to fast fashion is fast. The fast fashion fashion update cycle is much shorter than the traditional clothing brand. Ma Weimin told reporters that according to her experience, the order period of cooperation with fast fashion is not longer than a month. This requires Chinese enterprises to respond faster.

In addition, some of the orders in fast fashion are not so fast. The reason is that brands such as h&m and UNIQLO have many "long sell" styles, such as monochrome T-shirts, Leggings The renewal period of such basic products is usually more than 3 months. However, most of these orders have been partitioned by the ASEAN manufacturers for lower prices. Chinese enterprises want to catch up with the fashion list. They must focus on complex work orders and quick orders.

Whether in the export market or in the domestic market, Chinese enterprises should actively share the fast fashion. This huge cake is still expanding. Taking the Chinese market as an example, Olsen, general manager of h&m Greater China (magnusolsson) recently revealed that the number of shop opening this year will exceed 45 last year based on the opening of 14 new Chinese stores in the first half of this year.

Ma Weimin is full of confidence. She said: "in 5 years, Chinese clothing enterprises still have their own advantages, no matter where competition comes from, our industry accumulation has left us enough wealth."