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The Process Of Chinese Garment Industry Turning From Garment Processing To Brand Building

2013/9/17 19:25:00 21

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at present, China's "a target=" _blank "href=" http://www.91se91.com/ "clothing < /a > industry enters the strategic spanformation period. In the process of turning from garment processing to brand building, how to resist the risks brought by market changes, how to give full play to its own advantages to meet challenges, and how to explore development strategies that meet the needs of the market? 
 as a leading enterprise in the clothing industry of Dalian, Dayang creation Limited by Share Ltd has been in the first group in the field of senior suit manufacture in China. Yesterday at the fair, the reporter interviewed the deputy general manager Hu Dongmei. 
 "the biggest pressure of business comes from exchange rate changes. The sugar held on hand is changed" 
 reporter: at present, the competition in the clothing industry is fierce, and many enterprises are under great pressure. From the perspective of Dayang, what are the current challenges? 
 Hu Dongmei: at this stage, the pressure of the development of the industry is indeed very large. The clothing industry is also the "28 principles", that is, the profit of 80% is created by less than 20% of the enterprises. There are a lot of products in this industry. In addition to the suit in men's wear, women's dress and wedding dress in women's clothing, there are high requirements for craft. Many products are not so complex in technology and technology, and their added value is not high, so the vast majority of garment enterprises are small and medium enterprises and micro enterprises. Garment processing industry is labor-intensive, while China's "demographic dividend period" has basically ended, and now the "post-90s" are reluctant to engage in garment processing. Of course, this is not only a predicament faced by the clothing industry, but also a difficult structural problem. 
 at present, the export proportion of Da Yang is relatively large. After 2005, the exchange rate of RMB against the US dollar has been appreciated. Since the second half of last year, the euro and yen have joined the ranks. This is equivalent to the depreciation of all the export market currencies of the enterprises. The sugar held on hand is taken back, and six months ago, the contract is a price. Until the money is earned, it has shrunk, and all the profits have been reduced, sometimes it has become zero. Therefore, the biggest pressure of Dayang is not competitiveness, not the product but exchange rate changes. In the face of this situation, short-term response is a measure of equity. Long-term response is to reduce export share and shift more energy to the domestic market. 
 "technical level is the advantage of enterprises, brand strategy is the right choice" 
 reporter: facing this market situation, how can Yang locate himself and how to view his competitiveness? 
 Hu Dongmei: Although the enterprises are facing many pressures, the competitiveness of Dayang is that the technology quality level still keeps the lead in the same industry. In particular, the production of senior suits requires years of accumulation and skills of excellent industrial workers. The more advanced clothing, the more manual ingredients, not adding some equipment and other hardware, this is where Yang has confidence. Practice has proved that high-end clothing products have a market, and some businesses with low profits and low gross profit margins have abandoned them. Instead, they choose high-end products that no one else can do, such as Italy and Japan's top clothing products processing. 
The other competitiveness of P is brand. In the past, Dayang was mainly based on garment manufacturing, and has been on the brand road in the past 10 years. In recent years, the strategy of multi brand combination implemented by Dayang has proved to be in line with market demand and is very effective. The growth of the world's brand has maintained an average annual growth rate of 20% to 30%. Dayang entered the domestic market later. It belongs to a rising star. There is still much room for development. 
 "clothing customization and e-commerce are not retail businesses in essence, but sales services." 
 reporter: now the clothing industry is discussing spanformation. What has Yang tried to do besides brand strategy? 
 Hu Dongmei: Internet marketing is an attempt by Da Yang on sales means. Dayang began to "touch the net" in the second half of 2009. Its YOUSOKU brand was from the product planning to the website establishment, from network marketing to channel expansion, which was completed by the enterprise itself. This involves complex backstage management, because every time a product is sold on the Internet, the inventory must be updated in real time. At the same time, the volume system is also developed by tens of thousands of body tests, allowing consumers to enter the appropriate suits on the Internet by entering the corresponding sizes such as height, chest circumference, waist circumference and so on. At present, the performance of YOUSOKU brand doubles every year. Although the base is not high, it reflects a good development trend. 
At the same time, Dayang has made customized business in the US and Canadian markets. Now there are more than 100 cooperative stores, and the speed of development is very fast. Some clothing custom shops belong to the agent mode. They need to find other factories to process. The advantage of Dayang is that they are producers, and have designed a specialized volume system for the American consumers' shape. After shopping in the shop and checking the sizes, technicians are sent to China for production. This mode is also a challenge to the production management of enterprises. 
 through this way, enterprises have achieved terminal sales to consumers, and the added value is higher, roughly 3~5 times that of general business. In essence, clothing customization is not a retail business, but a sales service. Consumers pay more attention to the customization experience, whether the body is comfortable, whether the dress is suitable and whether the after-sales service is satisfactory or not.