Pinghu Clothing Opened "Direct Shop" Online Sales Hot

For the whole year of 2014, Pinghu clothing The output value of industrial sales was 14 billion 650 million yuan, an increase of 2.71% over the same period last year, of which the domestic output value was 7 billion 40 million yuan, accounting for 48%, an increase of 4 percentage points over the same period last year, and the growth rate of domestic sales value was 11.34%. Last year, 18 garment enterprises with output value of more than 200 million yuan in Pinghu created 7 billion 770 million yuan output value, accounting for 51.8% of the total industrial output value, and most of them had domestic brands.

According to the survey, the clothing industry is the first industry in Pinghu to transform from the mode of investment and export to the new normal economic development mode of innovation and domestic demand. Its domestic sales are as follows: "three new normal":

First, clothing enterprises establish "life experience Museum", from single sales to clothing culture experience.

Behind every brand, there is a touching story of success. In the "iyalin happy dream workshop" opened by Zhejiang IYF Game Culture Industry Co., Ltd. in September 2014, "Rudolf square", "snow forest", "Goteborg port", "fantastic Castle" and "heroic fan city" five children's wear theme pavilions can accommodate more than 400 children to experience games. Parents in the comprehensive leisure area of the museum are killing time with coffee.

This European popular selling concept has been introduced into Pinghu, and the Zhejiang Ai Fu Game Culture Industry Co., Ltd. is actively planning to set up such a children's game culture experience Museum in the surrounding cities and the big cities with the conditions in the country, so as to enhance the popularity of "ijialin" brand and expand the sales scale in the laughter of children.

Similarly, the "speed map" of Jiaxing Rodi Garments Co., Ltd. clothing The 2000 square meter "women's clothing center experience hall" of the life experience Museum, Zhejiang nlai dress Co., Ltd., Zhejiang's "Si Jia outdoor travel experience Museum" and "Yi Jia Jia travel equipment integration store" have been established in Pinghu.

From the past single sale to the experience of clothing culture, the impression that guests came to Pinghu to "Pinghu dress" rose to the "Pinghu quality" promotion.

The sales profit margin of Zhejiang Yi Ai Fu Game Culture Industry Co., Ltd. is much higher than the average level of Pinghu garment industry. It won the Jiaxing mayor's quality award in 2014, and was praised and praised by leaders and consumers at all levels.

Two, the establishment of "Direct stores" and "brand franchisees" in major cities should be carried out from abroad to the mainland.

In the late 70s of last century, relying on "heaven, earth, and people", the Pinghu community garment company began to integrate with Shanghai. With the technological superiority of Shanghai state garment factory, it began to produce garments, and gradually accepted international orders, and developed to "China's export garment manufacturing city". Pinghu's clothing has been exported from the initial 100% to the current export and domestic sales. In recent years, the proportion of exports has been on a downward trend. In 2013, it was 55.7% and 2014 years old 51.98%. This is related to the transfer of some foreign orders to Southeast Asia. On the other hand, it is closely related to Pinghu's advocacy of brand building, creating famous enterprises and promoting domestic sales for many years.

Many large scale enterprises with independent brands in Pinghu have set up "Direct stores" and "brand franchisees" in the surrounding areas, the Yangtze River Delta region and the whole country. In addition to the OEM export, Zhejiang Yi Si Jia Garments Co., Ltd. has 9 Direct stores and more than 180 franchises in China. In 2013, she upgraded the trademark to a more international "ESGUARD". In order to further develop its brand, the company has registered trademarks in more than 20 countries, aiming to open up foreign markets at the ripe time. In 2014, the company achieved 290 million yuan in output value, of which 30% of its output value was domestic brand income.

The general manager of Zhejiang Nai Lai Ya Clothing Co., Ltd., known for its production of women's clothing, said that Pinghu's own scale enterprises should not only develop the market in China, but also jointly go abroad to investigate and sell their own garments to foreign markets. This indicates that Pinghu clothing will change from the initial processing of foreign brand exports to the production of independent brand export, which will have a milestone significance for the development of Pinghu clothing.

Three, Pinghu clothing online sales hot and hot, led the entire industry production.

The Pinghu municipal Party committee and the municipal government attach great importance to the development of e-commerce.

Since the end of 2013, the Pinghu Municipal Bureau of information technology has taken the lead in preparing the Alibaba Pinghu industrial belt project and was formally launched in November 2014. In order to encourage garment enterprises and other industrial enterprises to actively enter Alibaba industrial belt, the Pinghu municipal government has also issued a number of supporting policies.

In recent years, the e-commerce economy in Pinghu has shown a trend of geometric development. In 2013, it became the top ten in China. According to preliminary statistics, e-commerce transactions in Pinghu in 2014 exceeded 10 billion yuan.

Clothing enterprises in Pinghu Online retailers The application has been deepened, mainly as follows: first, the use of the third party e-commerce platform to carry out e-commerce business is more common. Most enterprises and individual network operators mainly carry out e-commerce activities on the Alibaba (B2B), Taobao network (B2C, C2C), Jingdong and other electronic business platforms. Two, enterprises build their own e-commerce websites to expand their network businesses. The three is to set up an electric business company or create a special operation team to carry out the business of electronic commerce professionally. Such as Zhejiang Si Jia Garments Co., Ltd.

Before the launch of Alibaba's Pinghu industrial belt, Pinghu's clothing enterprises have already started selling online, and have achieved very good results. For example, Zhejiang Huasheng Garments Co., Ltd., which exports both processing export and independent brand production, has an output value of 266 million yuan in 2014, of which the sales volume of its own brand reaches about 18000000 yuan. At present, the company is also preparing to join Alibaba's Pinghu industrial belt and increase its online sales channels. Many formal and honest clothing companies joined in online sales, and constantly squeezed the online living space of counterfeit clothing with low quality and inferior quality, and enhanced the reputation of "Pinghu clothing".

The new normal economy is a comprehensive upgrading and upgrading economy. Expanding domestic demand and opening up two markets at home and abroad are both challenges and opportunities for Pinghu's garment industry. The Pinghu municipal government has been doing a lot of pragmatic and effective work for this purpose.

In September 2013, the Pinghu costumes cultural and creative park, which was established by the government and guided by the two core links of "design research and development" and "brand marketing", played a leading role in the process of optimizing and upgrading the garment industry in Pinghu. It can realize many functions including clothing design, plate making Proofing, fabric research and development, fabric recommendation, product and fabric detection, personnel training, e-commerce services, brand planning and integration, and marketing promotion.

In the support policy of the Pinghu municipal government to the traditional industries such as clothing, it is clear that a certain scale of garment enterprises should make financial subsidies to the investment in brand promotion, R & D design input, and participate in exhibitions and spokespersons, and continue to grant subsidies for three years. It really plays an incentive role in the optimization and upgrading of traditional industries such as clothing.

The third China Pinghu Clothing Fair is also in preparation, including: 2015 China Pinghu fashion design competition, Pinghu clothing brand new product launches and so on. It will help to create regional brand of Pinghu clothing and promote cooperation between enterprises and designers.

Pinghu garment industry output value of 15 billion yuan in 2014, an increase of 2.67% over the same period, the increase is small, but the gold content is precious. Forecast: the garment industry in Pinghu will develop towards quality and quality in the future.