The Difficulty Of Clothing: High-End Can Not Sell High Price.

In the past 08 years, more than 70 thousand clothing and footwear enterprises in the country have been closed - a responsible person from the Yalu group reported such a heavy data.

He said that in 2008, it was not too bad to describe China's garment enterprises with "difficult steps".

In 1998, when Yalu entered the down jacket Market, there were only 33 down brands in the whole country, and the business was called a fire.

From 2003 to 2005, the business was so good that almost the whole industry came to "plug in one leg". At the height of the peak, there were more than 500 down feather brands in the country. But after the tightening of money this year, 70% of the down garment enterprises failed to do so.

He believes that next year is a vital year. Enterprises should not blindly produce and fight together, and try to preserve their strength. After the shuffle, the brand will be less stride.

In the market downturn, many garment enterprises choose to increase the added value of products.

But Zhu Ruhua, general manager of Yueda Textile Group, found himself in a strange circle, and high-end products could not sell high prices.

Everyone knows that to pform, it is too difficult to push high-end new products.

For example, the technology of a high-end product is very popular in Europe and the United States, so their company introduced the equipment, produced very good fabric, but domestic printing and dyeing downstream technologies can not keep up with them, but had to improve themselves downstream, invested huge.

To solve the production problems, sales have encountered difficulties, and high-end products are facing the strong impact of low and medium grade products.

He is puzzled: is the high-end equipment too good, or the market development is not enough?

Let's get a change in the crisis: let's change our thinking: Wuxi's first cotton mill exports hundreds of millions of dollars annually, and director Li Guangming said: "China's OEM products only account for 5% of the international brand value. In the face of such a big customer like WAL-MART, even if the profit is low, we will still do our best.

Now that we are being pushed to the top, can we change our mind?

If you think about it, the down jacket can not be sold, the high-end products can not sell high prices, and there is a deeper reason for it.

We have overlooked a big problem: the product economy is out of date.

In the 60s of last century, the textile industry took production as the center, and sales as the center from 70 to 80s.

Now, a customer centered era is coming.

The textile industry should study how the concept of consumer consumption is changing.

Otherwise, the days will be sad.

Liu Guozhong, chairman of Jiangsu Bauhinia textile Polytron Technologies Inc, said that enterprises need to tide over difficulties and look for opportunities in crisis.

This year they are also having a hard time. After a hard half year's work, 5 hundred million of the traditional clothing industry's profit is zero in 7 hundred million of sales.

But another 200 million of patent jute products (made of jute bags made of jute bags) create a net profit of 30 million yuan.

Liu Guozhong said that thanks to patents on their hands, their patents were awarded 3 million 500 thousand dollars in royalties in the UK this year.

He hopes that by 2010, 40% of the company's revenue will come from patents, so that the pformation from traditional fabric suppliers to new material suppliers will be realized.

Chi Zongjun, President of China Textile newspaper, said that clothing enterprises should realize that there are two irreversible trends at present: one is the development of product economy to the brand economy; the other is that the cost growth is irreversible.

The development of any enterprise must conform to current events.

How do we go next?

Xu Kunyuan, vice president of China Textile Industry Association, said that enterprises must first realize that the product economy has long been out of date.

The theme of the Forum: celebrities, famous enterprises and famous brands actually represent the direction of struggle for Chinese textile and garment enterprises.

In the future, Chinese clothing enterprises should pay attention to the research of fashion, classify consumers and pay attention to regional differences.

The product of an enterprise should be innovating, so that every new product must be highlighted, or it is environmentally friendly or has its own personality.

Entrepreneurs are more innovative in their thinking, and there is another phenomenon in domestic enterprises. It is very problematic for large-scale clothing enterprises to want to be "tiger heads" and do not want to support them.

Moreover, many small and medium-sized garment enterprises are also following the trend to create a big brand. Without funds and manpower, the possibility of success is very small. Small businesses can join in and support them.