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Clothing Small Business "Spring" Is Not Far Away.

2014/3/4 13:48:00 42

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"P > how to link up with high-quality shopping malls resources is the most disturbing thing for director of Xiamen Shang Yu a target=" _blank "href=" http://www.91se91.com/ "> dress < /a > limited.

"our company started its own brand in 2011. In 2013, our women's clothing brand achieved a turnover of nearly 50 million yuan."

Li Zhen said.

Although P has been developing rapidly in the consumer market in recent years, it is still quite difficult to enter a shopping mall channel such as Wanda and Guang Bai stores on the basis of only a small sales scale and just starting market influence.

the a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand enterprises is obviously more than one.

growing pains /p >

"we face the biggest difficulty in channel development, that is, there is no effective way to dock with shopping malls."

Li Zhen said.

this is also a very difficult step for many small and medium-sized brands to expand their channels and influence brand influence.

At the same time, many brands have taken a lot of detours to overcome the difficulties of channel expansion.

at present, many small and medium sized brands and regional brands are limited to the direct docking with shopping malls in the expansion of foreign countries. Many of them are linked with shopping malls through intermediaries. Therefore, the cost of developing many brands is increasing.

China's < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > Su Baoyan, deputy director of the brand office of the Federation of industry and commerce.

the high cost of garment enterprises in channel development has also become an important reason for the high price of clothing in many shopping malls.

Yang Jinchun, Secretary General of the China clothing association, said that at present, the prices of many brands sold in the stores are basically 8 times more than the factory price. The increasing cost of the channel is one of the important reasons that lead to the phenomenon of high rate of sale in the clothing industry.

for this reason, facing the high cost of brand extension, many enterprises choose to start from the local market and do well in the influence of brand in the regional market.

But it is not easy to enter the front line of the regional market.

"during the period from 2011 to 2012, there was a big problem in the expansion of OHO regional channels.

At that time, we found that no matter how hard we tried, the sales volume of our products did not improve significantly.

OHO Group Chairman Bao Lin said.

at that time, it was very difficult for the OHO brand to enter Wenzhou's local shopping mall soon after the OHO brand started. So the sales channel of the brand was still dominated by two or three types of shopping centers in the local market.

the brand development dilemma of the two years, let Bao Lin give sincere advice to the small and medium-sized brands in the channel development strategy: "never enter the two or three line market in the regional market, because the flow of people in these stores is difficult to support the needs of the development of a new brand, and their support points on sales are basically dependent on discount sales promotion."

in the face of the predicament in the channel development of the start-up brand at present, Li Zhen expresses that he now puts more hope on the support of the industry association and the government. "I hope that the association can integrate some high-quality channel resources to connect with our developing small brands."

on this issue, Bao Lin obviously has different views.

even if the enterprise can link up with the high-quality channel resources, we must rely on the strength of the original brand to grasp the opportunity.

for this reason, Bao Lin believes that it is possible to integrate regional brand new resources through industry associations and launch the overall image of regional brands in the context of integrated stores.

which way is more feasible for small brands in channel development? Obviously, there is still no template for reference in the industry at present.

but it is certain that in order to change the difficulties of small brands' current channels, it is necessary to start a trial and exploration of mode changes in terminal channels.

at the same time, the development of small brands is obviously not only a problem.

the death of funds /p >

card star France is from 3 years ago began to change from the OEM brand, the current number of stores are not many, only more than 50, and mostly concentrated in Jiangsu and Zhejiang provinces, but Pan Xucong, chairman of card star France is more satisfied with the brand's current development.

"a brand has only more than 50 stores. It is hard to achieve profit in theory, but our brand is doing well in terms of profitability. Last year there were more than 100 million yuan in turnover."

Pan Xucong said that this is mainly because the enterprise is supported by a factory that made OEM production quickly.

although the operation of the brand is in good condition, Pan Xucong admitted that card star had encountered some problems and problems in the development of the brand.

we still focus on Direct stores, which mainly considers that many franchisees often fail to keep up with the unification of brand image and the management of store operation.

but Pan Xucong's new business model has also encountered new problems.

"the lowest investment of a direct shop needs about 1 million 500 thousand yuan, which has a high demand for the capital chain and cash flow of the enterprise, and it is difficult for ordinary small businesses to bear it."

for this reason, Zheng Chenai, President of the Wenzhou clothing trade association, also admitted that for a brand development, from 50 stores to 100, from 100 to 200, there is a big "technology" threshold, which needs a large increase in all aspects of enterprises, especially funds.

but at present, many small businesses are difficult to break through and develop because of their capital constraints.

"take Wenzhou as an example, most of its local garment enterprises are mainly small and medium-sized enterprises.

Of these small and medium-sized enterprises, there are not many of their own factories.

Therefore, when these enterprises need capital development, it is very difficult to produce assets for collateral, and the financing channels of enterprises are also very limited.

Zheng Chenai said.

indeed, private enterprises have always had difficulties in financing.

it is learnt that the financing of China's financial market is still dominated by banking channels, and the loans of banks are mostly hypothecation loans and secured loans. Therefore, for small and medium sized enterprises that have not many real estate as collateral, though they are the most potential "capital stocks", they are not popular in the financing market.

at present, 95% of the loans of banks are owned by state-owned enterprises, and private enterprises account for only about 5% of bank loans.

In these loans to private enterprises, the funds left to small and micro enterprises are few.

for this, the "three new board" policy launched by the central government last year for the financing difficulties of small and medium-sized enterprises is obviously a very good news for the development of small and medium-sized brand enterprises.

Wenzhou is ready to seize this opportunity.

"enterprises that can be selected as the new three boards, basically have clear ownership of the company, and the capital market is optimistic about their future growth.

This provides a new financing way for many small and medium enterprises which are far from financing requirements.

Zheng Chenai said.

to this, Zheng Chenai said that Wenzhou plans to choose two new three boards in the existing enterprises, so as to set up an exemplary role in Wenzhou's clothing industry.

Besides P, Wenzhou also plans to launch the "lead geese" project in the clothing industry, that is, to play the leading role of leading enterprises in the industry so as to promote the growth and development of a number of small and medium-sized enterprises in Wenzhou.

"Semir is very interested in this project at the moment, and indicates that after the government has planned the industrial park, it can take the initiative to undertake the public supporting services such as enterprise training, infrastructure construction, park management and so on, and the small and medium-sized enterprises in the park can operate independently according to their actual production conditions."

Zheng Chenai said.

she believes that the development of this project will effectively integrate and integrate the clothing resources of Wenzhou, lighten the burden of small and medium-sized enterprises, and make full use of the overall development of Wenzhou's garment industry.

"P" at the same time, although small businesses have encountered many difficulties in the development, but for the future development of small businesses, Zheng Chenai also expressed good.

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spring is not far away > /strong > /p >

"P >" China's current commercial brand development has been saturated, the past pursuit of market, scale and sales of commodity brand development has been very perfect, with the gradual upgrading of consumers from food and clothing consumption to personalized consumption, the future "a target=" _blank "href=" http://www.91se91.com / "designer /a" brand will have great prospects for development.

Zheng Chenai said.

but which brands are suitable for the development of designer brand?

it is learnt that at present, most of the famous brand enterprises in China are mainly commercial enterprises. The product lines and scale of these enterprises are very large, so it is very difficult for them to do some personalized products.

However, these large-scale commercial brand enterprises do not account for the majority of Chinese garment enterprises.

Pepe Bea Bea, executive director of Zhejiang Clothing Co., Ltd., Huang Shiyi, said that in Wenzhou, for example, most of the sales of clothing brands were between 100 million yuan and 500 million yuan, and the scale of enterprises was basically small.

For them, to develop popular commercial brands, it is difficult to find their competitive advantages in the consumer market.

for this reason, Zheng Chenai believes that for the clothing industry, the status quo of small and medium brand oriented industries is not necessarily a good thing for the future development of the garment industry.

"if the clothing industry is full of commercialized brands, we all wear the same" a target= "_blank" href= "http://www.91se91.com/" clothes "/a", then what is the future of China's clothing industry? "In Zheng Chen AI's view, the designer brand can represent the future of Chinese clothing, and small and medium-sized enterprises are also more suitable for the development of personalized designer brand.

at the same time, Zheng Chenai believes that designer brand is the key to building Chinese clothing independent brand.

The industry of P has been discussing the construction of independent brands, but in my view, commercial brands are not entirely independent brands.

Because at present, many commercial flower brands in China are basically produced according to the information bought from Europe by the product's color, fabric, edition and design. Once these brands are bought by international brands, they basically do not possess any attributes of Chinese independent brands.

Zheng Chenai believes that this so-called brand has lost its original meaning.

although many people are optimistic about the future of designer brand, the development of many Chinese designer brands is not ideal at present.

"most designer brand enterprises are relatively small in scale, and the financial strength is relatively limited. Many brands do not have the ability to shop independently, and if they want to enter the mall, their turnover will hardly reach the" bottom guard "of the mall.

Su Baoyan said.

although the development trend of designer brand is very difficult, Zheng Chen AI firmly believes that the "spring" of designer a href= "http://www.91se91.com/news/index_s.asp" > brand "/a" will not be too far away: "the future can truly represent the Chinese clothing gene, the Chinese independent clothing brand is still a personalized, niche designer brand."