Rongcheng Garment Industry Enters Into The High End Market With "Three Changes"

Clothing, yes Rongcheng County The leading industry of the economy. At present, there are 830 garment enterprises and more than 1800 garment processing households in the county, with an annual production capacity of 410 million pieces (sets), covering six series and more than 500 varieties of suits, shirts, leisure clothes, and cotton padded clothes. The products are exported to more than 50 countries and regions. In the first half of this year, the county's clothing industry completed an output value of 7.23 billion yuan, up 24.3% year on year, accounting for 81.4% of all industrial enterprises. The clothing industry contributed 39.4% to the financial income and 45.1% to the per capita net income of farmers.

From the 1980s, the clothing industry of Rongcheng County developed like a prairie fire, achieving the reputation of "a famous clothing city in northern China". Today, the clothing industry of Rongcheng has experienced several ups and downs. Zhang Hao, secretary of the county party committee, told reporters that in order to continue to make the clothing industry bigger and stronger, the county party committee and the county government, on the basis of repeated in-depth enterprise research, clearly put forward the idea of changing the business mode, changing brand construction and changing the economic development mode, vigorously adjusting the industrial structure, and promoting the high-end development of Rongcheng's clothing industry.

The business mode has changed from production and processing to marketing management change

On July 26, the reporter saw in the workshop of Aosen Garment Group that workers were busy producing in the air-conditioned workshop. Chairman Zhou Yancheng told the reporter: "Although we don't worry about orders now, this way is to process for others after all, which largely limits the development space of the enterprise. In the future, we will actively shift to independent marketing and strive to improve economic efficiency."

It has become an urgent task for Rongcheng County's clothing development to break the concept of self complacency of enterprises and actively promote the transformation of the business mode of enterprises from production and processing to marketing.

To this end, Rongcheng County has implemented the method of "going out, creating momentum and grasping the typical", and has organized 20 batches of more than 60 backbone enterprises to visit Zhejiang, Guangzhou and other places for study; At the same time, there are 15 new clothing projects worth more than 10 million yuan, with fixed asset investment of 720 million yuan.

Highlight the optimization of enterprise organizational structure, implement the reconstruction project of backbone enterprises in the whole county, adhere to the project construction as the basis, support garment enterprises with brand advantages to expand and upgrade, and encourage enterprises.

Brand building changes from OEM to self owned brand building

"The focus of the future development of Rongcheng clothing enterprises is to actively take the road of brand innovation, accelerate the transformation from OEM to independent brand construction, and establish the image of Rongcheng clothing," Li Shaoxiang, the county head, told reporters.

Rongcheng County, on the basis of borrowing, introducing and linking brands, and connecting with famous large enterprises, has cultivated clothing brands with independent intellectual property rights in many ways, and expanded the export proportion of independent brands. In order to effectively strengthen the concept of "revitalizing enterprises with famous brands", the county actively encourages and leads garment enterprises in the county to go to the domestic and foreign markets in groups and connect with large enterprises at home and abroad. At the same time, the county party committee and the county government issued the "Reward Measures for the Construction of Rongcheng County Garment Brand", which will reward enterprises that have won Chinese famous brands and Chinese well-known trademarks with 1 million yuan, and strive to create 1-2 national famous brands.

To accelerate Own brand Many enterprises in the county also seek their own effective methods. They build their own clothing brands by using the "celebrity" effect and employing image spokesmen, so as to make the enterprise's products famous. Liyou, Jihongxing and other enterprises in the county successively registered 12 clothing brands in European Union, France, Czech Republic, Hungary, Russia and other countries and regions, and earned more than 10 million dollars in foreign exchange annually, accounting for 10% of the total export volume of the county.

Economic growth changes from output expansion to increasing product added value

"If Rongcheng garment industry wants to occupy and stabilize the domestic and foreign markets forever, it can't just rely on the expansion of output. The most important thing is to constantly improve the economic added value of its products. The key factor to improve the added value is to improve the technical content of products and comprehensively create high-quality products." Zhang Hao, secretary of the county party committee, told reporters.

In this regard, Rongcheng County actively takes the road of scientific and technological innovation, introduces talents, introduces foreign advanced equipment, and speeds up the pace of technological transformation to become the three magic weapons of scientific and technological progress of Rongcheng garment enterprises.

The county further increased the investment in research and development, took the lead in setting up the productivity promotion center of the clothing industry in the province, introduced and promoted more than 100 advanced technologies, and drove the county's clothing industry to invest more than 200 million yuan in annual technological transformation. At present, it is working hard to establish a joint-stock "Rongcheng Clothing Research and Development Center", striving to build "Rongcheng Clothing Exhibition and Sales Center" as soon as possible.

At the same time, the county has strengthened communication and cooperation with Beijing Institute of Fashion Technology, Tianjin Textile University and other colleges and universities. Through "science and technology to develop enterprises" and "school enterprise cooperation", the county has trained and delivered professional technology and management talents, and enhanced its own design and R&D capabilities. In the first half of this year, more than 120 talents of all kinds have been introduced. Jinhai Garment Group always hires technicians from famous manufacturers to guide the work of the company, and sends a group of technicians and managers to Shanghai, Beijing, Shenzhen and other places to study every year, so that the quality of the suits produced can reach the first-class level, and its "Spring Mirror Flower" suits are also rated as "China's Famous Brand".