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Nanchang Garment Enterprises Collectively Pform Their Own Brand Research And Development Ideas

2013/12/30 21:31:00 6

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Nanchang Clothing Industry Brand Creativity

past .

OEM has been brilliant for the time being

"before 2008, we all can make money. At that time we were busy with production, and we need not worry about not getting the list."

Zheng Shufa, who made OEM for 10 years in Qingshan Lake area, told reporters that at that time, 40 yuan per day could invite a worker, and the factory rent was also cheap, and the production cost was relatively low.

"Therefore, many of us here specialize in OEM. The products are exported to the European and American markets, so that many clothing owners earn the first pot of gold."

Zheng Shufa said.

at that time, every country exported three cultural shirts, one came from < a href= "http://www.91se91.com/news/index_p.asp" > Nanchang < /a > Qingshan Lake area.

The knitting clothing enterprises in Qingshan Lake increased from 611 to 756 in 2008 and 2012 alone.

In the first half of 2013, there were 1300 knitted garment enterprises in the whole Qingshan Lake area.

the knitting garment industry of Qingshan Lake began to rise in the early 90s of last century.

After more than 20 years of development, the textile and garment industry base in Qingshan Lake has become an important export and processing base for knitted garments in the central region of China.

Reporters learned from Qingshan Lake area that from 2008 to 2012, the main business income of knitted garments increased from 12 billion 480 million yuan to 20 billion 990 million yuan, with an average annual growth rate of 13.9%.

inflection point

make a profit by making a huge output.

reporter learned that the Qingshan Lake area, which relies on low entry threshold and low labor cost, developed a knitted apparel industry based on OEM, relying on huge profits and profits, and ushered in a turning point in 2008.

"with the outbreak of the financial crisis in Europe and the United States in 2008, and the introduction of the labor contract law in 2008, the cost of labor is rising every year. It is common for a general worker to pay two thousand or three thousand yuan a month, and some technical wages even exceed 5000 yuan."

Wang Shijian, director of Nanchang Pei Wei Meng knitting garments Co., Ltd., told reporters that even if wages rose, businesses still had trouble finding enough workers.

Wang Shijian admits that labor-intensive, low technology content and low profit are the characteristics of "Nanchang Qingshan Lake" a href= "http://www.91se91.com/news/index_f.asp" > knitted garments "/a > manufacturing" almost "born".

Many industries regard "low labor cost" as an advantage and pride themselves on the huge "output" value.

But there is not much gold content in the knitted garment industry of Qingshan Lake District, which does not master the core technology and pays only cheap labor.

crux > /strong > /p >

the lowest profit of the industrial chain is low profit

"after more than 20 years of development, the biggest weakness of the development of knitted apparel industry in Qingshan Lake area is the lack of brand names."

Reporters learned from the relevant departments of Qingshan Lake District that in 2012, only 756 knitted garment enterprises owned independent brands and the independent brand rate was less than 1% among the 6 knitted garment enterprises in the district.

Zheng Shufa said that because of the long term "bridal dress for others", the lack of its own brand led to a lot of profit lost in the specialized OEM, and the bargaining power of the international market was not high.

"a OEM shirt, less than 15% gross profit, has been taken away by the other side."

Zheng Shufa said, because the OEM product structure is relatively simple, with low-grade products such as sweaters, vests, pullovers, T-shirts and so on, and most knitted garment enterprises are at the lowest end of the industrial chain. Facing the pressure of RMB appreciation and soaring labor costs, the whole industry's anti risk ability is insufficient, and many OEM enterprises do not do well or do well.

for this, Wang Shijian also said that because of the lack of loud brands, although the quality of the products is excellent, but because of the lack of brand effect, the profits of garment enterprises are very low.

Wang Shijian said, for example, the cost of producing a shirt with the best material costs only 200 yuan.

OEM brand products can be sold to thousands of dollars in the mall, and the international brand can be sold to four thousand or five thousand yuan.

But these profits are not earned by OEM companies.

Now the cost of water, electricity, labor and other costs are rising, but OEM has no bargaining power, and OEM enterprises can only swallow their own profits.

pformation

enterprises began to create their own brands /p >

Less than P, the industry believes that in the short term, the OEM mode of knitted garment enterprises in Qingshan Lake can avoid the constraints of capital and technology to a large extent, and enter the international market at low risk and cost. The speed and efficiency of entering the international market are obviously higher than those of international marketing with private brands.

but in the long run, because these knitted garment enterprises are only engaged in OEM production, they are in the industrial chain with no independent brand and core technology, and have no independent marketing channels. After developing to a certain stage, they may lose the ability of sustainable development, and only rely on meager processing profits to survive.

"P" "precisely because of the above situation, we decided to implement industrial pformation and upgrading."

A person in charge of Qingshan Lake area said that at present, there are quite a lot of knitted and garment industries in qingqingshan Lake area. Among the 1300 knitted garment enterprises in the region, the private knitting enterprises account for 97.1%.

Behind the huge number of enterprises, there is a relatively complete "a href=" http://www.91se91.com/news/index_c.asp "industrial chain < /a", which has laid a solid foundation for pformation and upgrading from a knitted fabric to a knitted garment.

now, Qingshan Lake knitting clothing enterprises are pforming and upgrading in their own way. Some begin to get rid of OEM and take the road of self creating brand. Some are specialized in knitting apparel trade according to their own contacts and resources accumulated in the knitting garment industry for many years, and channel professional terminal services as the carrier to bring professional and accurate marketing services into the value chain of clothing industry.

the government plans to build a garment Creative Industry Park /p >

Wang Shijian told reporters that now the Qingshan Lake area will invest 2 billion yuan to build China (Jiangxi) knitted apparel creative industry park.

"I have met many times at the invitation of government departments.

According to the plan, the industrial park will be divided into four major functional areas, namely, planning and development of creative areas, enterprise headquarters, cultural exhibition areas, and e-commerce areas.

Wang Shijian said, according to the plan, China (Jiangxi) knitted garment creative industry park will build 5 to 10 enterprises and technology centers above the provincial level.

Strive to 2015, Changdong Industrial Zone gathered 400 textile and garment enterprises, textile and garment production accounted for 30% of the province, the main business revenue to achieve 30 billion yuan.

to this, Zheng Shufa told reporters that in this way, the knitted garment industry in Qingshan Lake area can get rid of the low end of the industrial chain, which is more conducive to industrial pformation and upgrading, and goes further in the international market.