How Can Ningbo Clothing Break Through The "Domestic Sale"?

The exuberant export has been blocked by Europe, America and even some developing countries, and the pressure from domestic competition is also growing.

The clothing industry, which has always been a traditional strong industry in Ningbo, is facing internal and external troubles.

How to break through? Through interviews, the reporter learned that under the severe market situation, finding the right position and innovating constantly and finding a breakthrough in the domestic market has become the choice of many garment enterprises in Ningbo.

However, if the apparel industry in Ningbo wants to break through, it needs strong support and active guidance from the government.

Identify accurately

Founded in March 2007, it sold 8 million yuan that year, and last year, its brand sales exceeded 3 billion 500 million yuan.

When many people feel strange and new about GXG's menswear brand, it has already killed a "blood road" in the clothing trade of famous men's clothing, and has become the first brand of "green men's wear" in China's high-speed growth.

In recent years, the domestic demand market of garment industry has been larger than that of export market, and has become the biggest driving force for the development of China's clothing industry (7.74, -0.05, -0.64%).

At present, the biggest opportunity for garment enterprises is the expansion of domestic demand, and enterprises must firmly grasp it. "

Yang Herong, chairman of GXG brand holding company, Zhejiang zhe Holdings Group, said in an interview with reporters that GXG can stand out from many domestic clothing brands in the shortest time. The key is to keep up with the trend, identify the location and innovate.

In April 2011, GXG was awarded the "China fashion brand annual fashion award".

Recently, the GXG phenomenon has been defined as "new" by the famous Korean clothing special newspaper.

In the past 4 years, GXG has gone through a completely different development path from traditional clothing enterprises.

It's only for men's wear, and is tailored for 20-35 year olds.

But in brand research and development, sales are full of personality and innovation.

Their designers in Japan and Hongkong are of the same age group as the target population. This ensures the internationalization of the brand while also approaching the aesthetic orientation of consumers. In sales, GXG does not like the "multi point distribution", favors the big business circles and the core business areas, concentrates on opening up stores, concentrates its momentum, such as Ningbo Tianyi business circle has more than 10 GXG stores, and has nearly 70 GXG stores in Shanghai. On brand promotion, GXG walks on two legs.

GXG analyzed the fashionable and rational characteristics of the 80 and post-90 youth consumption groups. First, it established the rational image and cultural connotation of GXG in the consumer group by word-of-mouth, brand image and terminal services. The two is to establish the brand fashion, taste and trend through the Internet, print media, concerts, outdoor advertising and official micro-blog.

The overall breakthrough still needs government support.

Reporters noted that in GXG,

YOUNGOR (9.96, -0.07, -0.70%) speeds up the implementation of the brand development strategy of clothing, and its six brands, including MAYOR, YOUNGOR, GY, hemp, CEO and Hart Schaffner Marx, has further deepened and deepened development, and has completed the re layout of sales channels.

Luo Meng will focus on the promotion of clothing brand value, enter into fashion apparel, further expand the domestic market.

"But the clothing industry is after all a creative industry and a fashion industry. In order to make achievements, we must not only have an innovative vision, but also need a strong government to promote urban culture as a support."

Yang Herong believes that although Ningbo's clothing industry is facing many difficulties, its industrial advantages are still there. If we want to make a breakthrough, we still need the government's strong support and positive guidance.

In response, Jung Chuan Chuan, chairman of Ningbo Bo Yang Group, also agreed with reporters.

"Nowadays, the clothing export situation is not good, many enterprises have turned their attention to domestic sales.

Although the share of clothing in Ningbo has always been the highest in the country, with the rise of clothing industry in Wenzhou and Quanzhou, this advantage is gradually decreasing.

"In recent years, the competition in the domestic garment industry has been increasingly reflected in the competition among cities. A city's garment management environment and business mode innovation are becoming the core competitiveness of the garment industry," says Jung Chuan Chuan.

Despite the rapid development of Ningbo's garment industry, apart from traditional suits and shirts, leisure and fashion brands are also rising. But in terms of speed and business mode innovation, Wenzhou and Quanzhou still have

In Jung Chuan Chuan's view, Ningbo clothing is not short of funds and talents, but lacks new business models and overall external image.

"Ningbo clothing has strong industrial foundation and brand advantages. The future clothing brand and industrial development need interact with urban development, that is, local government needs corresponding industrial promotion policies, at least in the image of a unified promoter."

"Of course, the government also needs to introduce some policies to support clothing licensing companies, including the establishment of public interest risk funds, new brand tax incentives, growth enterprise awards and so on.

In addition to hardware, Ningbo's clothing industry is innovating in its business mechanism and mode, and should also learn from Wenzhou and Quanzhou.

The clothing industry is a need for innovation and change.

Yang Herong suggested that Ningbo should first create a fashion capital, introduce a large number of designers and creative talents, create a fashion atmosphere, and enhance people's fashion awareness.

Secondly, we should make use of modern information technology such as network, video, micro-blog, mobile commerce to pform the traditional clothing industry, vigorously develop modern logistics, and minimize the operating costs for enterprises with potential for development.

Third, the government should speed up the pace of industrial cluster base construction.

If Chinese enterprises want to resist the "invasion" of these enterprises, the government must support a number of growth enterprises with potential growth potential, provide adequate development space, take them as the leading role, further enhance the industrial agglomeration advantages of Ningbo's clothing industry, and promote industrial upgrading.