Guangzhou'S Clothing Businesses Are Surrounded By Warmth And Adversity.

Guangzhou's clothing industry is facing a difficult situation this year. Some clothing businesses are holding together for warmth and adversity.

After the Shanghai Clothing Fair has won tens of millions of orders, in mid May,

Opening the second stop of "going out" in 2015, leading more than 70 independent brand merchants to Shandong to hold a supply and demand joint meeting, in order to open up sales.

It is reported that this is the ninth station brand exhibition since March 2013, the supply and demand docking is also an important part of "Guang Bei Shang Shang".

Insiders say that clothing wholesale will only be more difficult year by year. At present, the Guangzhou and Shanghai online stores and the whole industry and merchants are joining the two or three tier cities. All these ways are providing new ideas for the development of clothing in Guangzhou.

Exhibition and docking to promote northern Guangdong

"Guangzhou white horse into Shandong" series of activities were held in Shandong Linyi Huafeng International Garment City and Ji'nan Kou Kou clothing market.

The white horse carries more than 100 hundred new season fashion costumes to Shandong, and more than 70 excellent white horse brand merchants go to the local supply and demand conference.

Zhang Jin, deputy general manager of Guangzhou white horse clothing market Co., Ltd. and Shandong Huafeng International Co., Ltd.

Wu Shoukui, general manager, signed the strategic cooperation agreement on behalf of the two markets respectively. The strength of the clothing leading market in the two places joined hands and officially blew the horn of the white horse layout in East China and the whole country.

The reporter saw that the climax of the event was the 2015 white horse fashion show of 25 white horse quality brands.

Cheng Jiuzhou, chairman and general manager of Guangzhou white horse clothing market Co., Ltd., said that the Liuhua clothing trade circle of Guangzhou, as an important clothing distribution center in the country, has the advantage of "original design, single source, direct selling and high-end quality", and is also the core competitiveness of the new normal for the implementation of the "going out" strategy pformation.

At the supply-demand meeting, 107 high-quality brands from white horse appeared with more than 1000 new fashions, attracting the attention of nearly 10000 people in the industry.

The conference set up a miniature T platform for recycling fashion show, showing the charm and strength of the white horse brand. The buyers at the scene showed great interest in this.

According to Baima market, only two brands of "Ying Jia Qi" and "Xi Xi" can be traded on several days in the Huafeng International Garment City and Ji'nan Kou Kou garment market.

Promote mobile providers to line drainage

In addition to the traditional white horse Fashion Festival and fashion show, regional supply and demand meeting, and static display of clothing on site, the north bound tour also joined the brand promotion and interactive activities on WeChat platform.

The buyers who connect with the white horse can get the information of white horse clothing market, brand information and so on through the white horse official WeChat "pony".

"Internet +" is one of the new strategic core of white horse. Last year, the white horse continued to optimize and upgrade on the basis of B2B mall construction last year. It will implement the plan of WeChat universal powder absorption and strive to make breakthroughs in mobile business.

It is reported that Baima is carrying out a number of innovative research and development in the mobile e-commerce channel, hoping to integrate the resources of WeChat, APP and the three party channel buyers, through online offline drainage, enhance the volume of business pactions under the line, and expand business trading channels.

Some businessmen say that in the Internet age, the same clothing can be seen on the white horse and other professional websites. How can the wholesale price of solid clothing match the low price of the network? Can we just solve the problem by stagger the category?

According to Cheng Jiuzhou analysis, there are more than 1000 stores and more than 800 brands in the white horse clothing market, and there are six main modes of operation.

The original wholesale market led bulk and goods accounted for nearly 80%, but in the past 10 years, the distribution of Baima clothing market has been greatly reduced, and replaced by franchised, agent, monopoly and other modes.

In recent years, the rapid growth is the retail and electricity supplier mode. Retail accounts for 30% of the white horse, especially before and during the Spring Festival season. Retail sales are great and there are many activities. The electricity supplier is a supplementary means. First, the brand owners set up their own stores on the Internet. The two is the professional market self built platform, which is launched by O2O and B2B, aiming at buyers rather than consumers.

He said that there is a new mode of buying hands, which is very large.

They are dominated by sellers themselves, buying different brands with similar market demands, but the prices are more suitable for local markets.

From the perspective of big ecology, there are many modes of operation, and each brand has different ways of selling and selling.

As a brand maker, considering the demands of the market, there is only one general agent in a general area. The online and offline products are completely different products, which can not impact each other and lead to confusion in the price system.

"High priced customers are in stores, low prices in the network.

In fact, most of the electricity suppliers take seasonal products or special products, and the new ones are few.

Trade Association

Organizing enterprises to build sales bases in second tier cities

Guangdong Province

Secretary General Lu Xiuhuai said that the recent downturn in the clothing industry is a fact. The profit from the wholesale clothing business is getting thinner and thinner. It is unlikely that there will be a significant increase in the next few years.

Trade associations are using various means to help enterprises expand their sales.

First of all, we will promote the export of Guangdong and Guangdong products through the interaction between online and offline activities and the activities of the whole industry.

At the same time, it also organizes enterprises with certain capital strength in the industry to invest in the second tier cities' investment and construction sales bases, or shopping malls or wholesale markets, and use local resources to lay new channels.

In addition, the association also encourages enterprises and brands to advance to the two or three tier cities, establish two level wholesale and even three level wholesale, and further channel the commodities and commodities to small cities and towns.

Change 1

Focus on subdivision, protect market and price.

Wei Jia dress is the main national costume. Such subdivision and vertical tillage make it get new development.

Responsible person Wu Zhishen said that although the wholesale clothing declined year by year, but the brand can still maintain a certain growth, the average annual shipments in the Guangzhou professional market value of up to 30 million.

Because of their unique style and the main attack on the Bohemia style, there is not much competition in the market, and the impact of the electricity supplier is even less. Therefore, at the wholesale level, the quantity and price can remain stable.

At present, it is mainly exported to northern regions such as Inner Mongolia and Xinjiang.

Wu Zhishen said that as a traditional clothing wholesale, they tend to find a general agent in every large area and enter the local market with traditional distribution mode.

And because of the protection of the market and price, they are no longer soliciting agents in the same area, and are fully responsible by a general agent.

Therefore, in screening cooperative dealers, Wu Zhishen set a relatively high threshold.

"We must first look at the strength of the other party and have the right to speak in the locals. It is impossible to cooperate with the" scattered small "merchants as before.

He said that he had identified 5 powerful dealers in Shandong and was organizing them to conduct PK, and to see the sincerity of the other side, whether they would be willing to put resources on Bohemia clothing and expand their channels.

Change 2

Compression costs, small profits and quick turnover, a slight increase in turnover

Liu Qingrong, the brand leader of Ying Jiaqi, said that she had been engaged in the wholesale industry for more than 20 years. The situation of the garment industry is the most severe this year. It is expected that this year and next two years will remain at a low level.

"The tenant of my stall in a wholesale market in Liwan has abandoned the rent, and a few stalls have left, showing the chill of the market."

She said.

Ying Qi Qi has factories in Baiyun and Huadu. There are nearly 400 workers in the peak period, but now they have fallen to the low peak stage at high speed, with only seven or eight people.

Soon to enter the off-season, Liu Qingrong in order to retain the workers, but also from the outside to pick up some external processing assistance.

"The profit is so low that it can only be maintained for a year, and it is impossible to make money."

She said.

Liu Qingrong told reporters that her brand is mainly engaged in ordinary women's clothing wholesale, such as skirts and T-shirts are the main products, the average price in the range of tens to 100 yuan, more suitable for mass consumption.

This year, she followed the white horse market to Shandong, and soliciting several dealers in Shandong. "It's a little late, summer wear is late, and we are negotiating with the other parties for wholesale autumn wear. After all, autumn is coming earlier in the north."

In fact, the business turnover of Ying Jia Qi, which has been under pressure, is not up to the same period last year.

Liu Qingrong said his secret to reduce the cost of upstream.

She said that the first large scale stalls should be reduced to rent outside the white horse to reduce operating costs; secondly, to reduce workers, improve the wages of skilled workers, encourage productivity improvement; in addition, readjusting prices to achieve small profits and quick turnover.

"After all, Guangzhou's clothing manufacturing is well known throughout the country and its quality is excellent, and the market in other provinces in China is relatively recognized."