The Future: The Layout Of Textile And Clothing Brands, And The Rural Market Suffers From Ups And Down.

　　 Since 2009, in China Textile and garment industry The voice of China's "brand textile and clothing products" going to the countryside is a wave after wave. This idea originally came from the national policy environment for the revitalization of the textile and garment industry. Some experts, scholars and even enterprises in the textile and garment industry hope that the state can introduce financial support policies like "home appliances to the countryside" and "car to the countryside", so as to stimulate the desire of rural consumers and further expand the rural market to drive the whole industry. Domestic market 。

However, time has passed for more than a year. Some textile and garment enterprises in China are still watching, but some of them are still struggling. Why do textile products go to the countryside? Why does this look like a good idea suffer from the embarrassment of losing money and sand? What has affected the sales of our brand textile and garment enterprises to extend to the rural market at the grassroots level? Is it possible for the brand textile and garment enterprises to have broad rural areas?

Stimulating domestic sales expansion: we should not expect to go to policy. benefit

At the beginning of 2009, it was also the time when China's textile and garment industry was in the doldrums and not yet recovered. Europe and the United States market continues to slump, international orders are still very few, most textile and garment enterprises are forced to cut production or even stop production. Under such circumstances, many brands of textile and garment enterprises began to pay more attention to the domestic market. The competition between enterprises and brands is also going on like a raging fire. Facing the slightly unfamiliar domestic market, how to segment the market and occupy the market has become the most urgent problem for all textile and garment enterprises.

That is, at this time, the activities of home appliances going to the countryside and car going to the countryside supported by national policies are in full swing in the domestic market. This activity is a policy of benefiting people that the enterprises get the market, the peasants get the benefits, and the state is popular. It is also an important measure to promote consumption to stimulate domestic demand. The benefit of agriculture is called the spring spring project by the image of the domestic media. It flows like a spring in the vast countryside.

In fact, the situation at that time was due to the lack of marketable products, coupled with the decentralization of the rural market, the high cost of circulation and services, resulting in the high price of rural household appliances, the lack of network, poor service and disorder, which seriously affected the consumption of farmers. Although some home appliance enterprises have made a lot of efforts and attempts to develop the rural market, it is difficult to form a scale and climate by fighting alone. As a result, the state has issued a corresponding financial subsidy system to achieve a win-win outcome.

Obviously, the textile and garment industry, which was in a difficult position at that time, was keenly aware of the huge market potential of "going to the countryside". At the same time, the state has launched a revitalization plan for the textile and garment industry. Naturally, people in the industry thought of the problem of brand textile and clothing going to the countryside.

"The stone of its mountain can be a mistake", and it will be difficult in the international textile and garment market. The "countryside" looks very good, and it also has a successful precedent for household appliances, which soon received attention from all aspects of the textile and garment industry. In the absence of a financial subsidy policy on the part of the state, some brands of textile and garment enterprises began to work anxiously.

For a time, most of the people in the textile and garment industry thought that as long as they took the lead in seizing the "beachhead position", they first arranged the sales outlets in the rural townships. When the favorable policies such as the relevant financial subsidies were introduced, they could easily earn a full bowl. Brand textile and clothing products "go to the countryside" quickly became a hot spot in the industry.

However, the stone of its mountain can be wrong, but the stone of its mountain is still different from the stone produced by itself. Under such a quick and quick thought of "disorderly medical treatment for diseases", it is not normal to analyze the situation seriously. It is also normal to make a blind decision. Facts have proved that until now, the state has not issued any subsidy policy for textile and clothing products to the countryside. The idea of enterprises and people was just wishful thinking.

In fact, it is easy to find out this question simply. The rural market of textile and clothing supplies is indeed an astronomical huge market, which contains unlimited potential and business opportunities. But it is also because the market is too large for the country to put forward a good policy of high hopes in the industry. Even if that is the case, it will cost an innumerable amount of money. At the same time, the main force of China's textile and garment industry is still small and medium-sized enterprises. It is also impossible for the state to subsidize the brand textile and garment enterprises which do not occupy a large proportion of the industry alone. Moreover, the development of the textile and garment industry started early in China, developed relatively mature and has a high degree of marketization, and has been able to withstand the changes in the international market. Therefore, if some enterprises in the industry can analyze rationally, we can basically understand the reasons.

　　 However, brand textile and garment enterprises are not completely without consideration in the layout of rural towns. The rent of rural towns is low, and the treatment of employees is relatively low. The cost of these provinces can be used as a guarantee for the rural market. As a result, rural customers saved money and enterprises increased sales. Then, whether this win-win prospect can be finally achieved. market What kind of experience did it encounter in the way of brand textile and clothing products "going to the countryside"?