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Double Faced Market Is Faster Than Turning The Pages, And These Problems Have To Be Considered After "Fever".

2019/6/18 13:35:00 92

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Compared with the double-sided sales in the past few years, since the second half of last year, the days of double sided production enterprises have not been very good. The market demand has been greatly weakened, the products are unsalable, and the fabric and clothing are heavily overloaded. Hangzhou, which is known as the about 1000000 largest manufacturer with annual production capacity, is also facing a situation of half declines in shipments. In the face of such a cold market, double-sided production enterprises or simply turn to other varieties, or choose to stick to it. Double faced production enterprises are looking forward to the double faced cold winter.

Embarrassment and embarrassment

Fabric fire all over the north and south, the main raw material wool demand has also soared; in 2015 5~6 months, the double sided raw material crisis has erupted thoroughly -- carbonized wool, short hair, short supply is in short supply; in 2016, many new enterprises have entered a double faced industry, and many double-sided Enterprises have made a lot of money. In the 2017, some double-sided production enterprises are in the stock dilemma. Some of the two sided production enterprises are in a state of unease. In 2014 ~2019, the two-sided market has experienced the process of prosperity and decline: in November 2014, the double faced market has two sides.

"Since last year, downstream demand is not strong, for our carbonized wool enterprises, it is very unfavorable, many carbonized wool enterprises are closed, at present some large scale carbonization plant survival pressure is also very big." Gao Lijun, manager of Hebei coral villus Co., told China textile daily reporter.

Linqing three and Textile Group Co., Ltd., sales manager Han Jinlei said: "since last year, Mao Tse, double-sided market trend continued to decline, because double-sided inventory larger, this year the market bottomed out. Since the second half of last year, the overall market has been poor. The market in Beijing, Zhejiang, Keqiao, Pu Yuan and Haining has been affected. Everyone is facing the same embarrassment - there is nothing to do, many enterprises are facing a severe situation of shutting down production, and the upstream enterprises are still the same. Even downstream garment enterprises need not mention that many garment factories will face bankruptcy crisis this year.

Wu Bin, Hangzhou St. Matt Cashmere Products Co., Ltd. said that this year's double-sided market has plummeted. In 2013, ~2015 double sided sales were relatively popular, especially the water ripple varieties. Since 2016, the overall environment is not very good, and the market has begun to differentiate. Especially this year, double faced men's wear is not very good, and the sale of two-sided women's clothing is even worse. Some enterprises had 100 thousand orders last year, and this year there are only 20 thousand ~3 orders.

Multiple factors cause double-sided decline

Why did the double faced fabrics and clothes that were once beautiful were in a predicament? According to the analysis of the industry, the main reasons for the downtrend of double faced fabrics and clothing are the homogenization, the old marketing mode, the terminal wait-and-see, the consumers' novelty seeking and the weak brand appeal. Insiders say that the pursuit of scale is obviously more important than product development. With the mentality of "walking faster than others", product development is fast and explosive, which directly leads to homogenization of products, homogenization of marketing and homogenization of terminal images. In addition, the marketing of double sided production enterprises mainly adopts wholesale mode. The overall marketing lacks retail thinking, lacks systematic marketing plan, and lacks risk control consciousness.

Not only that, double-sided, high inventory and other varieties of hot sales, so that terminal customers wait-and-see sentiment is strong. And in the double-sided overcoat terminal market, after 2015, 2016, 2017 three years of rapid growth, the production of double overcoats in 2017 has broken through 100 million pieces, and there are several sides in the wardrobe of the overcoat control. The simple low price temptation has been unable to move consumers. Only good fabrics, good designs, good quality and good brands can move consumers. Another main reason is that double-sided products do not form brand matrix, consumers' awareness is not high, and brand manufacturers have weak appeal to the market.

Judging from many factors, the flourishing period of the double-sided industry is obviously over, and the industry is facing adjustment and spanformation.

A sharp contrast to the depression on both sides is the sheared sheep market, and the sheep's shearing has crowding out part of the double-sided market. Due to the continuous R & D and innovation of products, the fourth quarter of 2018, sheep shearing has suddenly risen, the market is in short supply, the fabric factory has no stock, and the heat of sheep shearing is still undiminished in 2019.

Sino US trade friction also has a certain impact on the downhill double-sided industry. "The export market, the biggest impact this year is the U.S. market, many customers are watching, do not dare to rush the order." Lu Yin group Yucheng cashmere textile Co., Ltd. sales director Zhang Gang said.

Confusion and hope of breaking through

A product category, each experiencing a rapid growth, will inevitably be accompanied by a round of industry shuffling, forming a new market structure. After high inventory baptism, the double faced industry will surely be spanformed. When the heat on both sides is gradually dispersed, the market will gradually return to reason.

Insiders said: "flat channel, small batch and multi batch listing will become an inevitable trend of double-sided market. Product marketing with the help of the Internet will also bring multiple choices to both sides of the production enterprise. As an important supplement to the traditional mode, it will increase cooperation with the electricity supplier and live broadcasting platform, and make 24 hours service to members through the mobile phone terminal. These should become the norm in the future. In addition, after selling price, selling products and selling innovation, double faced brands will inevitably usher in the brand age. In the era of brand entry, double faced manufacturers should not only have the ability of product innovation and operation, but also have the ability of brand control, follow the rise of emerging consumer groups and become brand oriented, and move towards niche after the adjustment of the industry.

"At present, we are trying to break through by making differentiated products, but often differentiated products can only meet the needs of this customer, but can not meet the requirements of that customer, and need a lot of R & D investment, which is difficult for us now." Han Jinlei said frankly.

Gao Lijun said: "as an upstream raw material enterprise, we have been walking on two legs all the time, and carbonized roads are not easy to go. We are making short knitted knitted fabrics. At present, our order is still continuing. Although our company is small in scale, we have a relatively stable customer base with good quality, superior price and good reputation. We can continue to develop for the sake of our customers, and we must have advantageous prices to make the downstream customers have profit margins.

Lu Jiangen, general manager of Tongxiang Yide Textile Co., Ltd., said: "since last year, the market environment is not satisfactory, so we are also facing the challenges of survival. We believe that the more difficult times we have, the more we must stick to it, constantly innovate research and development, and meet the test of the market."

"Double-sided market has not been very good since last year, and adjustment needs to have its own advantages. Our current strategy is to stick to it and brake it." "The domestic market is not good," he said. "We are also trying to export directly, and have talked with the Korean TV shopping platform several times, and want to butt joint, but for various reasons, Xintai has not yet succeeded in docking."

"Next step, we will push more exports, and plan to pick up more men's orders. Besides, professional wear is also one of our main directions. Speaking of two sided innovation, Wu Bin said: "double sided has been doing 6~7 years, it seems to have reached the bottleneck stage. In the past years, new products appear every year, from black to white, from twill to lattices, until now, a cycle has been completed. Of course, in our view, innovation can continue, but the risk is bigger. "

Jiangyin Xingwu woolen Technology Co., Ltd. responsible person said: "at present, the market is not very good, through the spanformation of high-end to get through the difficult period of the market, it should be said that the effect is still ideal. We will understand customer needs and produce differentiated products to enhance competitiveness.