Kaiping Spinning And Weaving Industry: Creating Brand Is The Breakthrough Weapon.

Under the "internal and external troubles", the textile and garment industry in Kaiping, especially the garment enterprises, has seen a "collapse tide". Even the garment enterprises still struggling to support this day are very sad. They are faced with the dilemma of capital chain breaking and negative profit growth at any time.

However, there are also breakthroughs in enterprises and breakthroughs in enterprises.

Speaking of Kaiping's textile and garment industry, it has been a sight for a while.

Among the three traditional pillar industries in Kaiping, the textile and garment industry is the largest, the earliest and the most perfect industry chain.

In the 90s and early twentieth Century of last century, the annual output value of Kaiping's textile and garment industry exceeded 15 billion yuan, almost 3 times that of Kaiping's plumbing and bathroom industry, and 8 times that of the food industry.

Kaiping, because the textile and garment industry has won many national honor.

In 2002, Kaiping was awarded the title of "China's textile industry base city". In 2003, the three port sub district office was awarded the title of "national denim clothing town".

However, in recent years,

The textile and garment industry suffered from "Waterloo". After the outbreak of the international financial crisis in 2008, Kaiping's garment enterprises shed their original "bright" coat.

On the one hand, the "closing tide" of enterprises should not be overlooked. There are nearly 500 chemical fiber and textile enterprises in Kaiping. The number of garment enterprises is less than half now. On the other hand, the total output value of Kaiping's textile and garment industry is now hard to break through 10 billion yuan; three, Kaiping's 6 consecutive cowboy dress Festival has been suspended for 3 years; four, Kaiping's textile and clothing technology innovation center has long been "dead in name."

Yan Jianchao, chief economist of Kaiping science and Commerce Bureau, said in an interview with reporters that at present, Kaiping chemical fiber textile and garment industry, besides Chunhui, bingda and other large companies still have some benefits, the operation of most other enterprises is bleak.

Chunhui company has some advantages through the advantage of listing. As for the capital group, because of the diversified operation of hotels and real estate projects, it has good benefits.

The reasons for the sad days of Kaiping's textile and garment industry are actually the global and national background.

This background is overcapacity and declining purchasing power.

In addition, raw material prices, wage costs rise, recruitment difficulties, export trade weakness......

These factors are just like the "mountains" on the textile and garment industry of Kaiping, especially those of many low-end processing trade enterprises, which increase the production costs of enterprises and reduce the business profits of enterprises, which makes the operation of enterprises more difficult.

At the same time, the market of garment enterprises in Kaiping is heavily dependent on exports. When the international economic situation is sluggish and exports are blocked, the order is small and the profit margins are small.

Take the road of brand, "enterprises outshine each other".

Yan Jianchao said, at present, Kaiping

There are few enterprises that can see the benefits and dawning. Zhou Jie's Male Elite Enterprise Co., Ltd. can be said to be "one of the best."

Zhou Jienan, chairman of the company, said that he was the first foreign businessman to set up a Sino foreign joint venture textile and garment enterprise in Kaiping, and that he had been in Kaiping for nearly 30 years.

In recent years, he has been suffering from unprecedented impact and pressure from the Li Jin knitting factory and the card clothing company limited in Kaiping. However, because of the loud brand and wide market, there are still considerable profit margins, and the business operation has achieved steady growth.

The development road of Lijing company in Kaiping is actually the road of independent brand.

Reporters learned that as early as 2002, Zhou Jienan successfully launched the LG Cashmere clothing brand.

Later, he launched the brand of Costas.

The brand clothing is designed by famous designers, such as Italian, French, English and other places.

Zhou Jienan has told reporters that, as early as many years ago, he recognized the development trend of the textile and garment industry. He must adjust his thinking and take the long way to fight and expand the domestic sales and brand development so as to achieve the pformation of enterprises. The key point is to pform the four aspects: first, from export to domestic sales, and to domestic sales; two, from raw materials processing to self created brands; three, from the touch of stone to the high salary to hire professionals, and quickly implement the mature marketing channels; and the four is to pform products from single varieties to multiple brands. However,

Facts have proved that Zhou Jie's men's mentality is correct.

In recent years, the company has not only experienced no shrinking production, but also has opened more than 100 brand clothing stores around the world and big cities in China. Its products sell well both at home and abroad.

Transformation and upgrading in order to find a way out, insiders pointed out that China's economic development is facing a new normal, and the development of textile and garment industry is no exception.

For the development of Kaiping's textile and garment industry, "the survival of the fittest and the elimination of the fittest" may be the closure of many low-end textile and garment enterprises, which is the essential process of the "shuffle" of the textile and garment industry as a whole.

After the ebb tide, the gold content will be raised.

How to improve the "gold content"? How to win in the reshuffle? That's exactly what the whole textile and garment industry in Kaiping has to think about.

Yan Jianchao pointed out that pformation and upgrading is the development road of Kaiping's textile and garment industry.

However, the reporter realized that the four words of "pformation and upgrading" are easy to say, but difficult to do.

How to promote the pformation and upgrading of enterprises? For the government and relevant functional departments, on the one hand, we should speed up the construction of the innovation system of Kaiping enterprises, vigorously promote the information management of large enterprises, foster research and development, and improve management of small and medium-sized enterprises. The departments of Science and technology should increase investment and guidance in enterprise innovation, and comprehensively promote industrial upgrading; on the other hand, we need to accelerate the implementation of brand strategy and comprehensively enhance the competitiveness of industries.

For the enterprise itself, "pformation" is to change the concepts and ideas, from the original "OEM" to the establishment of independent brands.

The development of Enping textile and garment enterprises is one of the pillar industries in the economic development of Enping.

According to statistics, there are about 70 textile and garment enterprises in Enping, of which more than 20 are above scale enterprises.

Last year, the textile and garment industry in Enping realized the total output value of industrial products above Designated Size of about 2 billion 400 million yuan.

The development of Enping's textile and garment industry started in the 80s of last century. So far, it has formed a textile and garment industry chain, which is spinning, weaving, dyeing and finishing to garments.

Textile and clothing products cover spinning, knitting, weaving, dyeing, denim, chemical fiber, clothing and textile machinery and other fields.

The industry develops from "three to one supplement" and "processing trade" to independent production and optimization and upgrading.

At present, there are more famous and large enterprises in the industry, such as Li Xing Qiang Textile Enterprise Limited, Jinxing textile printing and Dyeing Enterprise Co., Ltd., Jinfeng weaving and dyeing Co., Ltd.

At the same time, Enping's textile industry has begun to emerge as a result of rapid development and domestic consumption and serious export shrinkage.

Enping professional research report that Enping textile and garment industry there are three major problems.

First, the competitive advantage of enterprises is weakened.

This is mainly reflected in the fact that some technical equipment is relatively backward, the proportion of high value-added products is low, most of them do not have their own independent brands, lack of market competitiveness and risk resistance capabilities.

Two, the international economic situation is not optimistic.

The textile and garment industry in Enping is mainly exported to Europe and the United States. Due to the current international economic situation is not optimistic, it seriously affects the sales market of the textile and garment industry in Enping, and the number of orders is significantly reduced.

The three is the shortage of talents and labor.

The lack of international marketing experience, to adapt to international competition of compound talents.

Some enterprises have extensive management, employ more people, and have a long product development cycle.

A large number of skilled personnel flow to developed regions such as Shenzhen, Guangzhou and Dongguan.

At present, most enterprises in Enping lack high skilled and skilled workers.

In order to guide the healthy development of the textile and garment industry in Enping, in November 27, 2013, the Enping textile and Garment Association was formally established, marking the Enping textile industry's farewell to single fight and entering the era of Baotuan development.

Since its establishment for more than a year, Enping textile and Garment Association has actively guided local textile and garment enterprises to upgrade and upgrade machinery automation, energy saving and high efficiency.

Reporter's note "brand" is productivity. In the interview, the reporter learned two completely different facts. The Cartier sweater produced by Li Jing company can sell four hundred or five hundred euro or US dollars in the European and American markets, and in the domestic stores, it can also sell more than 3000 yuan.

A pair of jeans produced by a company in Kaiping is exported to the US market, and the average export price of each pair of trousers is only 8 yuan.

3000 yuan and 8 yuan, is also a dress, the price is far away, this is the difference between independent brand and OEM.

It is easy to see why some garment enterprises can survive, while some garment enterprises are lifeless.

Yan Jian, chief economist of Kaiping science and Commerce Bureau, pointed out sharply that the lack of brand is the crux of such a huge crisis for Kaiping's garment industry.

This reporter has learned that for a long time, most textile and garment enterprises in Kaiping are raw materials processing and OEM production.

Most of the enterprises are labor-intensive enterprises, lacking their own brands and lack of innovation capability.

Low cost production and low profit operation are always at the bottom of the price chain. These low-end processing trade enterprises themselves are "weak inside". When the overall economic environment is good, enterprises have about 10% profit margins.

However, under the current situation, there is almost no profit margin.

"Brand" is productivity.

Can this sentence be accepted by the owners of garment enterprises in Kaiping?