Anhui Textile And Clothing Make Strong Brand Wins To Enhance Brand Win Advantage

< p > located in the Hefei high tech Zone of Anhui Province, Anhui's gorgeous Fashion Co., Ltd. produces outdoor clothes such as down garments, ski wear and so on. < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, it is mainly exported to the European and American markets.

In the summer heat, workers are working hard to export orders to the European Union.

According to Sun Zhengyou, head of the company, because most of the products need to be delivered in the near future, they can only work overtime.

"In the first 5 months of this year, our clothing exports increased by 3 or so over the same period."

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< p > not only this enterprise, this year, Anhui clothing enterprises foreign trade orders have increased to varying degrees, export performance as a whole has been better.

According to the statistics of the Provincial Department of Commerce, in the first 5 months, Anhui a target= "_blank" href= "http://www.91se91.com/" > textile < /a > clothing realized export of US $1 billion 330 million, an increase of 39.7% over the previous year, and the growth rate was 0.8 percentage points higher than that in the previous 4 months.

"In the first 5 months of the year, the export of textiles and clothing increased by only 13.79%, and the growth rate slowed by 2.74 percentage points over the first 4 months.

In contrast, the growth of Anhui's textile and clothing exports is better than that of the whole country.

Wei Jie, deputy director of the trade management office of the Provincial Department of Commerce, said.

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< p > Wei Jie analysis shows that the export data of textile and clothing in the past 5 months showed that private enterprises exported 921 million US dollars, an increase of 71.72% over the same period last year, accounting for 69.2% of all clothing exports.

The export of state-owned enterprises, both in May and the first 5 months, was negative.

At the same time, the leading role of large enterprises is obvious. The top 20 enterprises exported by textile and garment enterprises have exported 353 million US dollars, an increase of 22.73% over the same period last year, accounting for 26.5% of the total garment export in the whole province.

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< p > from the market perspective, the export of traditional market is stable, and the growth of emerging market is fast, which has become a new growth point.

In the first 5 months, Anhui textile and garment enterprises exported 540 million US dollars to the traditional markets in Europe and the United States, accounting for 40.5% of the total garment exports in the province, while the total export volume to the emerging markets such as Asia, Africa and Latin America amounted to 760 million US dollars, accounting for more than 57%.

"Many enterprises in Anhui also actively explore new markets by participating in overseas exhibitions and setting up marketing centers overseas, and have achieved remarkable results. Emerging markets are becoming a new source of growth for Anhui's textile and clothing exports."

Wei Jie said.

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< p > < strong > growth coexists with cost pressure < /strong > < /p >

In the first 5 months of "P", Anhui's textile and clothing exports handed out good pcripts.

Behind the growth, we should not ignore the appreciation of the renminbi and the rising price of raw materials and labor.

Last year, the demand for major import markets was not strong. Imports of textiles and clothing from the United States decreased by 1% over the same period last year, while imports from the EU dropped by 6.3%, while Japan increased by only 1%.

According to experts, under the background of current external demand, price increases have become the main driving force of export growth for most enterprises.

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< p > however, such "growth" makes enterprises unhappy.

"Affected by avian flu, the supply of raw materials is down this year, prices are rising all the way, and the RMB exchange rate continues to rise and labor costs rise. There are still a large number of orders which can not be concluded, and now there is no single dare."

Sun Zhengyou said that although exports have increased, profits are declining, basically a loss making.

Clothing is originally a small profit industry, now profits are eaten by cost and exchange rate.

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(P) the rise of textile and garment industry in Southeast Asia has also brought challenges to domestic garment foreign trade enterprises including Anhui province.

According to Professor Ma Zhaoliang, School of economics, Anhui University, at present, the cost of labor in India, Vietnam, Bangladesh and other countries is only about 1/5 of China, and the cost of raw materials is equivalent to 7 of China's total cost. Therefore, export prices are naturally more advantageous than China's.

"Because of the relatively low price of textile and clothing products in Southeast Asia, some international buyers have turned to look for suppliers, and the order pfer has become increasingly apparent.

Last year, our export business shrank by nearly 50%. This year, the situation is still not good. "

Tao Zongwen, deputy general manager of Anhui textile import and Export Corporation, said.

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< p > there is a rise in costs and challenges from competitors, forcing the pformation of enterprises to find a way out.

In order to cope with the unfavorable situation of export, Anhui textile import and export company actively develops new fabrics and new styles, so as to open up the export market.

"At present, the two new products we have developed have successfully opened up their markets in the US and Europe, and exports have been warmer in the past few months."

Tao Zongwen said that although the momentum of textile export in Southeast Asia has been very strong in recent years, our textile and garment industry has gained certain advantages in management, hardware facilities and workers' quality after decades of accumulation. "As long as we adjust our thinking and constantly push forward the market according to market demand, we believe that the market will still come back".

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< p > < strong > OEM is not a permanent solution. < /strong > < /p >

< p > "we are garment processing enterprises, mainly based on OEM, with low gross profit and earning meager processing fees. Now we mainly rely on volume to accumulate profits."

Sun Zhengyou said that enterprises like him had gross profits at 3%~5%, and if they could make gross profit 10%, that would be considerable.

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< p > at present, the export products of Anhui's textile and clothing are still mainly OEM, independent brands and independent designs are still few.

"Squeezing out of competitors, there is a rising cost and the export price advantage is weakening. Therefore, strengthening the brand and increasing the added value is the key to expanding exports."

Ma Zhaoliang believes that for enterprises, simply do foundry, lack of core competitiveness, there is a great market risk.

It is the future development direction of textile and garment enterprises by creating the dominant brand, giving full play to brand advantage and promoting international market development.

As the first step of branding, garment processing enterprises can first convert from OEM to original design manufacturers, by selling design to improve product value.

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< p > the situation is pressing, but there are also positive factors.

According to the relevant personages of the Provincial Department of Commerce, in the March China Fair, some European and American merchants who pferred their orders to Southeast Asia were unable to fully meet their needs due to the low technical content of their partners. However, the design and technology of our own independent brand enterprises were more advantageous to them.

It is a rare development opportunity for Anhui textile and garment processing enterprises to win the brand by winning the brand and winning the advantage. It is also a required course to stand firmly in the international market.

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