How To Pform The Garment Enterprises In The Winter?

The subprime mortgage crisis in the United States triggered the financial tsunami that affected the world. China's textile and clothing exports were inevitably affected. In the face of the appreciation of the RMB exchange rate, rising labor costs, high oil prices, tight coal, electricity and oil capacity, the clothing industry entered the "severe winter" period.

How can we find breakthroughs for export oriented enterprises in such a market environment?

In December 12th, sponsored by Dongguan Hao Heng Clothing Co., Ltd., Guangdong provincial model industry association and Dongguan textile and garment industry association, "confidence and development, G.I fashion men's domestic market development and G.I fashion men's domestic market development and investment conference" were held in Beijing Great Hall of the people. Dongguan Hao Heng Clothing Co., Ltd., who is good at making out of order, stood on the strategic thinking of accelerating pformation and upgrading, and successfully launched the brand culture of the brand G.I fashion men's clothing. It opened up an innovative channel for the pformation and development of export enterprises in the predicament.

In the financial crisis, the export enterprises are in a predicament. The current international financial crisis has spread from the virtual economy to the real economy. China's foreign trade has been greatly impacted and impacted by the foreign market. Many enterprises' orders are shrinking rapidly, and the production and operation are facing serious difficulties.

Founded in 2001, Hao Heng company has been selling well in developed European countries and Southeast Asia, and its export business has increased by more than 70% annually from 2002 to 2007.

Beginning in May 2008, some American and Australian customers who had worked with Ho Heng for eight years indicated that they would end their clothing business in China from next year.

Orders for customers in Paris, France, also decreased by 2/3.

"Especially in this winter and next spring, foreign orders are few and far between. This is a terrible thing."

Zheng Jianpei, general manager of Ho, said.

In 2008, the global financial crisis was a fatal blow to the virtual economies of western countries.

How to change disadvantages into advantages, protect the industrial foundation that has been put into operation for many years, and constantly open up new markets, become the key for export oriented enterprises to effectively resolve the immediate crisis and to adjust the direction for the long-term development strategy in the future.

"Ho Ho's brilliant export business has shrunk sharply this year. When our foreign export enterprises are confused and hesitant, Premier Wen went to Guangdong to cheer up the enterprises in the Pearl River Delta. He said that shoes, clothing and toys are all necessities of life. There can be no market. The key is to constantly develop new products, increase new varieties, improve the quality of products, open up new markets, diversify the market and enhance competitiveness."

Hao Heng chairman Zheng Jianpei said.

The head of the Ministry of industry and information technology, in an interview with reporters, said that no matter what crisis the international economic situation is facing now, the prosperity of the real economy will still be a symbol of national prosperity, and traditional industries such as clothing, food, housing and travel can never be without market.

Under the situation of financial crisis, export enterprises should seek opportunities in the crisis, actively explore the domestic market, create their own brands, promote industrial upgrading and enhance their competitiveness.

Shortly after the crisis, the central government made clear the need to expand domestic demand and promote economic growth soon after the domestic economy began to encounter the impact of the international financial crisis. In November 19th, ten specific measures were issued, with nearly 4 trillion yuan invested to stimulate domestic demand.

This good news has prompted exporters to re-examine the domestic market from a developmental perspective and adjust the pformation and development of enterprises.

"In terms of China's textile and apparel industry, domestic demand accounted for about 60% in 2000, and this year accounted for nearly 3/4. The proportion of domestic demand continued to increase while the total volume continued to expand.

Especially in the future, as China's per capita GNP continues to increase and its domestic strength is increasing, people's demand for consumption, especially for fashion like fashion, will continue to increase.

Yang Jizhao, Secretary General of the China Textile Industry Association, said, "despite the current financial crisis, foreign orders are declining.

However, China's textile and garment enterprises should build their own brands and constantly enhance their competitiveness. In particular, we need to refine the clothing classification to effectively divide women's clothing, men's clothing and children's clothing, and create famous brands in their respective fields. At the same time, we should train experts from both inside and outside the market, enhance their professional skills, keep pace with the international trend, adjust their product mix in a timely manner according to market demand at home and abroad, and adjust their trade growth mode.

Like Hao Heng company, it is a good measure to adjust the situation and adjust its strategy in time.

"We find that the market positioning of the domestic clothing market brand manufacturers is mainly focused on the mass leisure and mass sports clothing mainly based on Cola culture consumers, and the three consumer markets, such as tea culture, business clothes, formal clothes, middle-aged clothing, children's clothing, etc.

However, the fashion and personality clothing, especially fashion men's clothing, which is targeted at the consumption of coffee culture, has not yet had large-scale enterprises in the country.

After fully studying the domestic market, Zheng Jianpei launched the brand of G.I timely.

Such as ho Heng, a company that has made OEM for foreign brands for a long time, technically speaking, it can produce the same quality products as those of famous brands abroad, and the price of its products is 1/3 cheaper than that of foreign similar products.

"A series of policy measures to expand domestic demand provide an opportunity for export oriented enterprises to turn to domestic markets.

Instead of making foreign clothing for the foreign brands and earning a little bit of processing fees, why not draw on the marketing methods of foreign brands, and form their own unique schools according to the national culture and consumption habits, so as to enlarge and strengthen their brands?

Jiang Jianye, Secretary General of the Guangdong Academy of Social Sciences and the famous brand strategy promotion committee of the Chinese Academy of Social Sciences, praised G.I's own brand.

In the light of the accurate brand positioning and the sharp decline of export performance of men's wear market, Ho Heng decided to pform and open up the domestic market for G.I, a medium and high class men's wear brand. There are bigger opportunities behind the crisis. To seize this historical opportunity and strive to put the brand in the second tier cities of China and the prosperous new towns and new rural markets, it is bound to turn the garment enterprises into a "dangerous" machine.

The GI brand of Ho hang clothing Limited is the best development opportunity from OEM to the creation of its own brand.

G.I brand has been identified as a fashion menswear for the "coffee culture" consumption circle. The mainstream consumer group is positioned between 25 and 35 years old. The product is positioned as a high-end petty bourgeoisie and the mainstream consumer goods of the middle class. The specific pricing will be closely related to the consumption level of petty bourgeoisie and middle class according to the market situation and consumption index.

基于“咖啡文化”人群的年齡大都在20–35歲之間，絕大部分為工薪族，每天8小時的工作是他們維持生計打拼前程的時間，在這段時間里，他們需要時尚、個性而又大方得體的職業裝，這種職業裝絕不是市場上常見的那種呆板，顏色沉悶的襯衣、西裝、領帶的“老三樣”職業裝，時尚、活力、創意、品味是職業人群最想表達的東西，G.I針對這一消費心理全新推出了時尚簡約隨意而不失體面的職業系列服飾；下班后的業余時間，是年輕人社交，娛樂的黃金時間，在一個時間段內，他們或應酬，或約會，或盡情HAPPY，應酬、約會需要時尚大方且簡約的服飾，娛樂，HAPPY時則需要張揚個性的服飾，G.I為滿足這些消費需求推出了將時尚裝與休閑裝面料及設計、元素相結合的時尚個性系列服飾。

At present, the stores of "G.I and C.A.P" have been popular in Guangzhou, Shenzhen, Zhuhai, Hangzhou, Wenzhou, Xiamen, Chengdu, Chongqing, Wuhan and other domestic fashion cities. By the end of 2009, G.I has reached 500 stores nationwide.

Zheng Jianpei said, "drawing on the experience gained from export for many years, drawing on the marketing methods of foreign brands, and forming their own unique schools according to the national culture and consumption habits, I firmly believe that the G.I brand will develop rapidly and become the leader of international fashion men's clothing."

Yang Jing: editor in charge