The Change Of European Market Is Easy To Climb.

< p > here the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

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In the first half of this year, P has gradually emerged from the gloomy EU market, which has been overjoyed.

From China's < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > clothing to the traditional market export growth rate, 18.5% of the two digit growth rate far surpasses the US and Japanese market.

The improvement of the terminal environment and the improvement of employment situation all contribute to the pformation of the trade environment.

Behind the good data, China's textile and garment enterprises are still adjusting their product positioning and management ideas.

Facing the increasingly fierce competition between Southeast Asian textile enterprises, no one dare to be optimistic. Under the dual force of market choice and industrial pfer, the textile and garment enterprises exporting Europe can only have the right to speak and enhance their market share only by upgrading to the middle and high end.

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"P", providing high-end products and customized services for European customers has become the choice of more export enterprises.

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< p > < strong > the economic situation pushes up market demand better than /strong > /p >

< p > "this year's activity in the European market is not bad. There are 3~5 contacts in the new customers developed by the company last year, and these buyers are mainly from France and Germany."

Huang Ping, general manager of the Sichuan gold Flute "a target=" _blank "href=" http://www.91se91.com/ > dress less than /a, commented on the European market situation.

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< p > Dalian pan Rui garment manufacturing Co., Ltd., which is mainly sold in Europe, is a suit product. Chu Xuemei, general manager of the company, also believes that the economy of European countries has begun to pick up, and the prosperity of the market is improving.

"Since the first half of the year, the export situation of the European market has been relatively stable, and there has been no significant fluctuation."

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< p > from the intuitive perception of individual enterprises to macro export data, the EU market has become the highlight of the three traditional markets in the first half of this year.

According to the statistics of the China Textile Import and Export Chamber of Commerce, the export situation of EU textile and apparel in the first half of this year is good, with a total export volume of US $26 billion 100 million, an increase of 18.5%. The EU has become the fastest growing market of China's exports.

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< p > the growth of demand for imported textile and garment products is closely related to the economic situation and the operation of enterprises.

According to a joint report issued by the Munich Economic Research Institute, the French Statistical Bureau and the Italy Statistical Bureau, the second quarter of the euro area's GDP increased by 0.3%, which is 0.2% better than that of the previous quarter.

The recovery of many economic and member countries in the euro area has been driven by rising domestic demand and a significant increase in corporate investment.

Another research report pointed out that European enterprises began to return to healthy profit growth mode in the two quarter of this year, which is the first time that European enterprises have made sustained profits in the past 3 years.

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< p > in the field of textile and clothing, European brands have also handed out good performance report cards.

The sales performance of the German high-end clothing brand Hugo Boss showed that, thanks to the local expansion strategy of self owned stores and the driving force from the European market, the company's retail sales in the two quarter of this year increased by 14% to 559 million euros.

In the first half of the year, Next, a well-known clothing retailer from Britain, was equally gratifying. In the first 26 weeks of July 26th, Next sales increased by 10.7%, exceeding the 9.6% growth forecast by analysts.

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< p > < strong > "short flat fast" order is normal < /strong > < /p >.

< p > from the economic indicators and corporate earnings reports, the European textile and apparel market is entering a stable recovery track.

But after communicating with export enterprises, it is easy to find that the purchasing behaviors and habits of European merchants are quite different from those of a few years ago.

Huang Ping, a gold dresses, told reporters that in the past, the order for the company in the European market was about 3000 pieces per unit. Now the order is about 800 pieces. This small order has become a trend in the European clothing market.

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< p > except for the reduction of large quantities of orders, the increase of short list and quick order is also one of the salient features of the European market.

"There has been a significant change in the purchasing habits of European merchants. The previous situation is that only two orders are placed annually in spring, summer or autumn and winter seasons. Now it is not until the last minute that orders are placed, which requires the production enterprises to have the ability to react quickly."

Chu Xuemei said.

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In the European market, although the economic situation has shown a good momentum of recovery, unstable factors such as deflation and high unemployment rate still exist. P

At the same time, "fast fashion" and "less inventory" industry development direction also requires European buyers to adjust procurement strategy.

It is not difficult to understand why the short orders of many styles and short batch become the general trend.

When it comes to changes in European businessmen this year, Chu Xuemei also has a stronger feeling: "European merchants are making more cautious orders recently, mainly because they are more sensitive to prices.

If the order is not too high on the production process, they will be more inclined to choose cheaper factories in Southeast Asian countries.

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< p > according to Chu Xuemei, the British brand TOP MAN, which she is familiar with, has pferred some of his orders to Vietnam. Italy's senior women's clothing brand Max Mara has also expanded its procurement plan in Southeast Asia.

"I thought it would take nearly 8~10 years for the Vietnamese and other countries to undertake European brand orders in large scale, but now it seems that this time will be greatly shortened.

From the perspective of labor cost, Vietnamese textile workers earn a monthly salary of 200~300 dollars, while the average monthly salary of workers in China is 600 dollars.

In the eyes of European businessmen who pay attention to price factors, Chinese textile enterprises do not have the cost advantage.

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< p > < strong > middle and high end positioning must be chosen < /strong > < /p >.

< p > the new market situation presents new challenges. More and more export enterprises have realized that in European market, it is impossible for them to make orders by price.

Positioning high-end, nurturing advanced customization business, rather than the industry trend forced the pformation of enterprises, rather than export enterprises in the market choice to find a suitable development path.

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"P", "since last year, our company began to focus on high-end products, reducing the proportion of low-end products.

Now the proportion of medium and high grade products can reach 50%.

In product design, we have intensified our research and development efforts.

The company's self-developed "MAGIC PAD" portable feather outdoors clothing has been favored by European merchants.

After adjusting the proportion of production, we feel that the pressure is not as big as before, and the initiative of the product is still in our own hands.

At present, the final price of our down clothes in the European market can reach 200 euros per piece. "

Huang Ping said.

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< p >, from undertaking OEM orders to launching high-end brand, any export enterprise needs to face the pformation of production design and management concept.

Huang Ping admitted that after the high-end market, she realized that the original design was far from being behind closed doors, and the most important thing was to go deep into the market.

In order to catch the fashion trend more accurately, the company will send a target= "_blank" href= "http://www.91se91.com/" > designer "/a" to participate in Italy Pitti Uomo men's wear exhibition every year to understand the design concept of European clothing industry.

Huang Ping said: "in the future, we will continue to do OEM, and, of course, will continue to invest in high-end market, and implement the strategy of laying equal stress on design development and market development."

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< p > in the face of changes in the European market, Dalian pan Rui garment manufacturing Co. Ltd is considering the development of advanced customization services.

"The new market environment is both a challenge and an opportunity for enterprises. I believe that in the process of pformation and upgrading of the whole industry, the individual should not be too blind or find his own position.

In the European market, it is common for technicians over the age of 60 to provide customized services, and the shortage of labor force causes the decline of local enterprises, so this part of the market still has prospects for development.

At present, we have launched the two quarter of the advanced customization products, mainly targeted at customized customers in Italy and France. The product orders are mainly small batch.

Although advanced customization is a good development direction, I think this part of business needs to be a process to become the main source of corporate profits. "

Chu Xuemei said.

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