Quanzhou Development Zone Textile Shoes And Garment Industry Force Supply Side Structural Reform

many

Quanzhou Development Zone textile shoes and garment industry force supply side

For some time, the atmosphere of reform and development in Quanzhou development zone is particularly strong. Enterprises in the region are firmly holding the opportunity of structural reform on the supply side, and actively promote technological upgrading, new formats, brand market and other all-round innovation and upgrading, and strive to connect new needs with new products, new services and new concepts, and promote new development.

This column will launch a series of reports to the development zone.

From the perspective of the four leading industries, such as electronic information, machinery manufacturing and biomedicine, the development effects of the supply side structural reform in the development zone are respectively demonstrated.

In recent years, affected by the global economic slowdown and higher manufacturing costs, the textile and footwear enterprises have become the focus of nirvana in the cold winter.

For some time, the Party committee and Management Committee of the Quanzhou Development Zone strengthened the linkage between government and enterprises, increased policy support, and actively guided the textile and footwear enterprises to adapt to the changes of market demand voluntarily. The supply side reform was aimed at grasping portable technology, increasing efficiency, expanding market and promoting marketing, adjusting the industrial structure, improving product quality and realizing effective supply.

This time, the reporter walked into nine enterprises, XTEP, Jamibare and other enterprises, and felt the structural changes brought by the supply side to the enterprises.

Nine herding King: from external order arrangement production to "push production sales".

In response to the structural reform of the supply side, enterprises in the development zones are focusing on technological innovation and business mode innovation, increasing R & D input, enhancing the enthusiasm of scientific research personnel, improving product quality and technical content, and producing products that meet market demand.

Among them, the nine herd king Limited by Share Ltd, with good technological pformation mode and advanced lean production mode, boosted the development of enterprises.

The technical pformation of nine Mu Wang includes technological pformation of process and pformation of pipeline. For example, in the pformation of western trousers, the key step has been realized by automatic equipment operation, and some manual operations have been replaced by automatic cutting machines.

This kind of technological pformation greatly reduces the amount of work done by employees, not only improving efficiency, but also ensuring product quality.

In terms of business mode, the biggest change of the king is to arrange production according to external orders, and change to push production and sales.

That is to say, first set the product well and establish it well, and the company will take the initiative to push it to the market, so that the market can identify and understand the product.

In the past, only the international brands had the ability to do so.

In addition, nine Mu Wang established a multi brand mode of operation, set up 25 to 30 years of age special brand to meet the needs of more different types of people.

At the beginning of the year, nine Mu Wang joined hands with Han Du Yi house to build Hanfeng fashion business casual menswear brand ROR, and set up shop in Tmall flagship store.

Insiders say that both Korean and Japanese manufacturers are leading the fashion industry in China. One is the largest Internet fashion brand operation group in China, ranking first in the Internet apparel brand. One is China's leading business casual menswear brand, ranking the top in the category rankings.

Therefore, ROR has the dual power of tradition and the Internet to escort it, and I believe it will soon become a prominent figure in the industry.

XTEP: push channel change from wholesale to brand + retail

"Strong combination" with superior channels such as business super giants has also become one of the important ways to speed up the innovation and development of enterprises' supply side structural reform.

At the beginning of last year, XTEP group promoted channel change from wholesale to brand + retail and opened strategic alliance with "Wanda" and "big run hair".

In addition, XTEP signed a strategic cooperation agreement with SF EXPRESS last year to jointly develop logistics distribution and storage facilities, and then signed a strategic agreement with Tmall to carry out in-depth cooperation in new products and O2O.

This also means that the two step strategy of "online and offline" has injected vigorous impetus to the development of textile shoes and clothing enterprises.

On the one hand, XTEP is speeding up the pformation of "intelligent manufacturing", adding an experience shop online, opening up the electricity supplier market online, and promoting the joint development of the footwear industry and the garment industry, laying the foundation for this year's continued growth.

In February this year, XTEP's fashion shoes brand "DIDUO" was opened in another new store in Wanda, Fuzhou. This brand is positioned as a luxury luxury fashion shoe company. Its opening strategy is consistent with the strategy announced by XTEP this year to attack the two or three line city, and it is related to XTEP's annual pformation of the channel and the implementation of the "brand + retail" business Super League strategy.

As early as 2013, when a lot of sports brands in Quanzhou had leisure sports, XTEP entered into a market segment of fashionable women's shoes, and launched the fashionable women's shoe brand "DIDUO".

Next, XTEP will continue to implement the "3+" strategy with the core of consumer experience, that is, "product +", "sports +" and "Internet +", and actively expand channels to meet consumer demand.

Jamie bear: set up a R & D, innovation and survival mechanism to deal with market changes

Under the new normal, the supply side structural reform put forward the reduction of inefficient and low-end supply, expanding effective and high-end supply, and become the development direction of many enterprises.

The development zone enterprises are actively innovating with brand innovation, product innovation, marketing mode innovation and so on to meet the market demand.

Quanzhou Sheng Ke shoes and Garments Co., Ltd.'s children's wear brand "Jamie bear" was founded in 2004, as a production, development and marketing of children's clothing Brand Company.

After more than 10 years of development, in the wave of supply side structural reform, the company will focus its attention on the benefits brought by R & D innovation in order to cope with the increasingly diversified market demand.

Companies in the relevant departments to implement the survival of the fittest competition system, encourage designers to save costs, improve the winning rate of products.

If a designer fails to meet the company's standard in cost control, or if the product's bid rate is not up to the company's prescribed ratio, it may be eliminated because it does not meet the requirements of the company's development, so as to urge the R & D team to push the better products to the market.

In terms of marketing, enterprises conduct overall guidance through the headquarters to agents and terminal stores.

This year, the headquarters of the company has gathered the heads of stores across the country to Hubei. They are invited to teach sales skills and let the leaders learn how they can improve their performance in a good store to encourage each other and learn from each other.

In addition, the company has set up a special e-commerce department, consisting of more than 50 teams of strength, with flagship stores on Jingdong, Tmall and vip.com, which is also a channel for fast distribution.