Dongguan Garment Industry Starts Again To Seek New Opportunities For Development

Dongguan, a famous international manufacturing city in Guangdong, is gradually emerging from the "competition" of industrial transformation and upgrading. In traditional costumes, shoemaking and leather goods industries, many enterprises seek the extension and breakthrough of the industrial chain, and redefine the advantages in the "industry competition".

　 Upgrading manufacturing level Autonomy Brand seize opportunities

In 1978, the first "three to one supplement" enterprise Taiping handbag factory was born in Dongguan. Up to now, Dongguan's outward oriented economy has started to make manufacturing industry and become a new international manufacturing city. But in 2008, an economic crisis prompted export-oriented enterprises to seek transformation and exert their efforts to develop and marketing both ends of the "smile curve".

During the economic crisis, the foreign clothing market was depressed. Wu Shengzhe, deputy general manager of Dongguan little rhino Clothing Co., Ltd., said that their research found that foreign brands of children's clothing accounted for 2/3 and domestic brands accounted for only 1/3 at that time. "Children's clothing market has great potential. Why not seize the opportunity to create our own brand and quickly occupy the market?" Then, in 2009, the brand of "little rhinoceros" was born and opened more than 40 stores in one breath. By 2013, the "rhino" opened more than 870 stores in the country's cities, with sales of about 4000000.

Mastering brand discourse power and European predators Contest

2014 China processing trade products fair has just come to a close in Dongguan. On the first day of the Expo, Yang Hehui, executive director and CEO of the times group, spoke before the booth. Behind him, Italy brand TUSCAN 'S is the first brand bought by the group. From a purely foundry enterprise to a listed company, the Era Group is a representative of Dongguan enterprises' success in breaking through the crisis and accomplishments of the enterprise's "brand dream".

Yang Hehui said that leather goods had been rooted in thick street for 26 years, and it was a foundry for famous international brands such as Italy PRADA, Coach and Fossil. By the year 2008, the annual output of leather products has exceeded 10 million handbags, making it the largest generation of luxury brands in the world. However, the financial crisis left almost all foundry enterprises no longer in sight. "Without independent brands, enterprises must be controlled by others." Yang Hehui said that only transformation and upgrading can solve the crisis and promote the long-term development of enterprises.

In 2010, time group took a fancy to Italy brand TUSCAN 'S. After negotiation, the times group successfully acquired TUSCAN 'S. Since then, the era has accelerated the development of its own brand. The brand new SITOY has also been registered in 2011, and has been carefully cultivated into high-end men's leather goods.

"In the era of foundry, the profits of a purse are very low, and the profits of private brand can reach 70%." Yang Hehui said that the current era of private brand outlets has opened to more than 70 and will reach 100 this year.

　 Seeking new opportunities for development Online retailers

Guo Zhigang, general manager of Tianling Garments Co., Ltd., Dongguan, is a J2 platform for children, which is a brand platform that can provide channels. Guo Zhigang said, "it is easy for enterprises to create brands, but the ability of small brands to resist pressure is limited. Only by integrating and holding together is it easy to grow and expand."

From traditional clothing wholesale city to e-commerce City, Dongguan Daying garment wholesale Co., Ltd. not only completes its own transformation, but also leads Dongguan Humen clothing to electricity supplier sales. "At the beginning, the business road of Da Ying was also forced." He Donglang, assistant director of the company, said that after the economic crisis, the emergence of a large number of empty shops made big Ying into a business crisis. Later, the company learned about the development of e-commerce from the forefront of the market, and attracted university students to shop in the mall. Later, a large number of suppliers in the shopping mall gathered to provide supplies for the online stores. Mr. Liao, who owns more berths in the big Ying Dian mall, said: "before making a physical store, a piece of clothing can sell 3000 pieces, and it will be sold at 10 thousand. But now, I have more than 1000 Internet agents, and at least 50 thousand pieces of clothing are sold, and 100 thousand of them are not hard to sell.

The transformation and upgrading of China's textile and garment industry will ultimately be reflected in the transformation and upgrading of industrial clusters. The product upstream and downstream regions constitute industrial cluster alliance, which can find a collaborative innovation path based on the industrial chain for the vast number of SMEs. Zhu Huaze, executive vice president of Humen garment industry association, said.