Inspiration From Some Clothing Enterprises To Deal With Financial Crisis

The textile industry is a high degree of dependence on exports. 50% of garment enterprises in Xiamen are mainly export oriented.

The ongoing financial crisis has made many garment enterprises feel an unprecedented winter.

However, not all enterprises are struggling to get through the day. Some companies have even adopted the spring of their own development through rainy days or positive pformation.

So what kind of magic weapon do they have?

What can other enterprises learn from it?

This year, the financial tsunami sweeping the world has spread to the import and export enterprises in Xiamen. Many garment enterprises have reduced their production volume.

However, many enterprises have developed a perfect "winter crossing", which has been proudly blooming in the severe winter.

Xiamen is one of the leading export enterprises, and customers from Germany are negotiating with them for a ten million yuan clothing order.

Chief executive of Xiamen representative office, Hoffman: we have worked with the company for six years and have maintained good cooperation so far. In the future, we will continue to cooperate with the company. In the past few years, we have implemented several important strategies, which will finally win the business in this severe winter.

The company pferred the production base to the three or four line cities outside Xiamen, and some businesses were also outsourced to the garment bases such as Jiujiang and Jiangxi, so that the cost of production was greatly reduced.

At the same time, the vacant factory buildings have been pformed into R & D, marketing centers and Econo Hotel to bring stable cash benefits to enterprises.

At present, the annual revenue gained by non main businesses has reached ten million yuan.

Ye Xiangyang, chairman of the SAM Tai garments Packaging Co., Ltd.: we have moved the factory to a relatively low cost now that we already have 1000 square meters of factory buildings on the side of Liancheng. Now we have 1000 workers around us. We are investing in diversifying our existing plant as the marketing center of R & D center. At the same time, we will develop the third industry according to the strategic deployment of the municipal government. Now our JinJiang Inn has been opened. Now it has become a very good source of cash when we come to a very important financial crisis. Opportunity always favors those who are prepared. As an export oriented clothing enterprise, she has been considering the pformation to the domestic market since last year, and has successfully controlled the pformation of the domestic market, and has successfully held the "black eye" dress of one of the ten major brands of clothing in Xiamen successfully. Xiamen

With the famous brand of "black eyes", it has easily grasped the marketing network of nearly 400 stores nationwide, laying an important foundation for the future development of domestic sales.

Ye Xiangyang, chairman of Xiamen sprint garments Packaging Co., Ltd.: as an export oriented enterprise, it is very difficult for us to make its own brand. So we take the way of acquisition and merger. We think about black eyes. We envisage that on the one hand, we need to introduce strategic investors to upgrade the brand from the original city into a female fashion product company. At the same time, we will introduce foreign designers, such as Italy and French designers, to help us introduce some of the most fashionable supplies.

Some enterprises have been able to dance together from the international stage to the international and domestic two markets, and rely on sufficient cash flow to secure the "winter".

Others are to seize opportunities in the severe winter and actively explore new emerging markets abroad.

For these enterprises, the current crisis is a great opportunity.

Vangelo sporting goods Co., Ltd. is a clothing company based on domestic sales.

In the factory of Wan Jie, the reporters saw that the production line was busy. The head of the enterprise said that in the recent spring and summer new product conference, the order of the company increased by 50%.

Enterprises believe that sticking to their own brand strategy is the core of the competitiveness of enterprises.

In order to cultivate his own brand, Vangelo abandoned the OEM expansion road when he founded.

Xu Mujie, President of Xiamen Vangelo Group Co., Ltd.: when we first started our business, we should consider doing our own brand to do what we have the most competitive core competitiveness. We should grasp it in the hands of the enterprise instead of blindly expanding as far as possible and then OEM and so on. That may be able to support this enterprise at once, but everything else is in the hands of others. People say go away. So at that time, our first feeling was that we must make our own brand. So our first product was off the line to do Vangelo products. Vangelo currently has more than 1300 stores in the country. The strategic choice of the company is to set up a brand image in one or two large and medium-sized cities and make real gold and silver in the three tier cities.

In addition, enterprises are also actively using e-commerce to open up network marketing mode.

In August 8th this year, the official store opened formally, which not only reduced the cost of operation, but also secured many orders.

That evening, our company set up such a "Kangmin net". Why do we do this promotion role second can really reduce our operating costs greatly. For example, a shop can display thousands of varieties of products. But if thousands of products are to be put in our physical shop, the rental cost may be about 5 times that in the shop. So we can do the same turnover at 20% of the cost. The traditional advantage of jeron is in the domestic market. At present, many enterprises are blocked by exports and try to turn to the domestic demand market. Xu Mujie, President of Xiamen Wan Jie Long Group Co., Ltd.: Opening of the Olympic Games

Expanding the international market, especially the emerging markets in South America, is the next strategic goal of the company.

Xu Mujie, President of Xiamen Wan Jie Long Group Co., Ltd.: two years ago, our brand has already carried out international registration. We now consciously export through our own brand. We mainly want to find such an opportunity. So when we do well the domestic demand products, we can also find our own brand export through this platform. This is exactly the time when I own the brand and the best cost to strike. For a period of time, China has been called the "world factory", and the OEM export has been a shortcut for the development of many domestic garment enterprises.

This financial crisis brings not only severe challenges to enterprises, but also allows enterprises to look at the future development of the industry calmly.

Changing from "making clothes for others" to running the world with their own brands will be an inevitable choice for the upgrading and pformation of the domestic garment industry.

In this round of crisis, more and more enterprises realize that brand strategy is the core of the enterprise's sustainable development strategy. Enterprises lacking brand strategy can only develop temporarily with the help of the economic prosperity cycle. Once the business cycle is down or the business environment deteriorates, such enterprises will often be eliminated by the market.

Zhang Aimin, chairman of Xiamen Santa Fe apparel Co., Ltd.: for example, I feel this is a good phenomenon for us to calm down. It seems that we have to do things step by step. We have been doing brand for many years. We have been doing this for many years. On the basis of the continuous distillation of this process, we have begun to feel that spring is coming and facing export obstacles, many export oriented enterprises are considering turning to the domestic market.

According to the analysis of the relevant personages, for the clothing export enterprises in Xiamen, the crisis may bring a rare opportunity for enterprises to upgrade and pform.

Ye Xiangyang, chairman of Xiamen Smart Garments Packaging Co., Ltd.: we feel that in a country's strategy, we have always analyzed China's export driven country. Originally, South Korea, Taiwan, Hongkong and Singapore were basically going to take the road of industrial upgrading and pformation to a certain extent. So three or four years ago, we realized that the road of export alone could not last long, so we began to make these pformations. Three or four years ago, we made good preparations. Xiamen has more than more than 110 garment enterprises, 50% of which are export oriented enterprises, and labor-intensive ones.

The garment industry in Xiamen is also reflecting on how to upgrade Xiamen into a clothing brand center and design center, combined with Xiamen's development of headquarters economy.

Liu Xiuluan, Secretary General of Xiamen textile and garment industry association: in the process, we should also think about our position. I feel like a small place like Xiamen is not suitable for the development of labor-intensive industries. This should be reconsidered. If the government can really support Xiamen as a textile clothing center design center or R & D center, then the establishment of this platform will attract more Chinese famous brand international brands to Xiamen to settle in. In fact, it is also a good opportunity for Xiamen as a whole.

In fact, it is not only the clothing industry that attaches importance to brand survival, but also enhances the added value and competitiveness. This is almost a valuable experience for all successful enterprises.

Looking at the whole situation, improving the brand competitiveness of the whole industry and upgrading the garment industry in Xiamen will probably be the greatest wealth brought by this crisis.

Yang Jing: editor in charge