China's Export Of Textile Products To The United States

The rise in domestic processing costs has led to the loss of Chinese textile and apparel products exported to the US. Price advantage 。 In terms of innovation, Chinese textile and garment enterprises are no match for Italy enterprises. China's exports of textiles and clothing to the United States are now high and low. Transformation has become the only way for enterprises to solve the dilemma, but enterprises also know that the road of transformation is not a smooth road. Some enterprises have begun a transformation attempt and have achieved some success.

The ultra-low price of textile and clothing in the US retail market has made China panic over the bosses and business people of American exporters. "I can't do it, I can't do it." Looking at the Old Navy. OLDNAVE) The retail price of a set of 3 piece infant's clothing is only over 5 dollars. Liu Jianhua, director of the Changzhou blue and white family business Co., Ltd., who has been exporting children's clothing for many years, feels that China's processing cost has not been able to take orders such as the Old Navy's low retail price.

The exclamation is not only about children's clothing export enterprises, but also for Chinese textile export enterprises. From the JCPenney in Losangeles, Yang Huafeng, the seven manager of Yantai northern household textiles Co. Ltd., complained to colleagues who came to the United States, "business can not be done." Jesse Pani Jesse Pani made four pieces of bed goods with a low price of only 9.9 dollars. We don't even have enough cost. "

Many exports to the us reflect that the rise of China's domestic processing costs has led to the loss of China's textile and apparel products to the United States. In terms of innovation, Chinese textile and garment enterprises are no match for Italy enterprises. China's exports of textiles and clothing to the United States are now high and low.

Order transfer is a fact.

The United States is an important textile and garment export market in China. China's textile and apparel products account for a large share of the US market. But the sharp rise in China's processing costs over the past two years has shifted many US orders from China to Latin American countries and countries with lower processing costs around China.

In from July 19th to 21st, the twelfth China Textile and clothing trade exhibition (New York) was held at the New York Convention and Exhibition Center. Reviewing the US retail market is an important task for many Chinese exhibitors. In addition to attending the exhibition, Liu Jianhua would go to see the clothing brand store in America whenever he had time. At the Old Navy store in New York suburb shopping center, Liu Jianhua made a random statistic. The ten series of clothes she chose to watch is only a series of products whose prices are slightly higher are made in China, others are made in Latin American countries and manufactured in China's neighboring countries.

A similar situation has also appeared in the more high-end brands than the Old Navy. Wan Bingzheng, deputy general manager of the import and export company of Yantai North home textiles Co., Ltd., who attended the New York exhibition, was in wood. (WOODBURY Oteri J's Ralph Lauren POLO store made random statistics on shirts. Only one shirt in seven or eight series shirts was made in China. In the past few years, China made a large proportion of high-end brands like Ralph Lauren POLO.

Chinese exhibitors at the New York exhibition laughed at the American retail market. They used to travel abroad for fear of buying "MADEINCHINA" products. Now it is not easy to buy products made in China.

The Chinese exporters participating in the New York exhibition also felt the pressure of order shifting at the exhibition. Yang Huafeng told reporters that during the exhibition, there were still many guests to the booth, but whether we could make the business depends on the follow-up situation. The biggest problem for Chinese exporters to develop the US market is the cost problem. As China's cost rises too fast, the transfer of low-grade products has become a reality. Many orders from the North home textiles company have been transferred to India, and orders are no longer easy to turn back. Due to the transfer of orders, Yang Huafeng estimated that his department's exports to the US in the second half of this year will be reduced by 50% compared with the same period last year.

Lu Longsheng, chairman of Shanghai flying horse import and Export Co., Ltd. is the eighth time to attend the New York exhibition in person. His company is an old exhibitor of New York exhibition and the 12 session of New York exhibition. The purpose of Lu Longsheng's grey hair exhibition is to directly and timely feel the changes in the US market. Lu Longsheng told reporters that the US market is still sluggish, and the market sales of high-end products are affected, while low-priced bargains are not yet available for Chinese companies. For this reason, Pegasus's exports to the US have declined this year. Because Chinese enterprises can not do the low-end products and develop high-end high-end market, Chinese enterprises still have a process.

　　 The road of transformation Smooth road

Wang Tiankai, vice president of the China Textile Industry Association, told reporters at the exhibition that in the face of environmental constraints, fluctuations in raw materials, rising labor costs and rising exchange rate expectations, the development of China's textile industry is facing enormous pressure of rising costs. Chinese enterprises have no way to make pure processing. They must rely on brand and technological innovation ability to enhance their value in the industrial chain. Constantly adjusting the product mix and producing products that are suitable for the US market are the most effective ways for enterprises to cope with the pressure of rising costs.

Transformation has become the only way for enterprises to solve the dilemma, and has also been recognized by enterprises. Lu Longsheng told reporters that the rise of raw materials is global, and guests can understand it. But China's domestic costs are rising too fast. If Chinese exporters want to continue to play a role in the US market, the next step is to adjust their product mix and products with independent intellectual property rights to win.

Liu Jianhua told reporters that Chinese enterprises are now in an awkward situation of being too high or too low. Compared with the processing enterprises in Latin America and China, the Chinese enterprises have no cost advantages. Compared with Italy enterprises, the minimum order quantity, fabric quality and design level of Chinese enterprises are still quite close. Even the advantage of China's textile industry is the perfect industrial chain, and other textile industry developing countries and regions are gradually being equipped. For example, India's textile industry chain has been gradually improved, and many factories in India have a very high level of automation production. Transformation is the only way for Chinese enterprises. Liu Jianhua believes that only by changing the added value of products can we change the passive situation. In addition, enterprises must recognize their own strength, from export to domestic sales, to establish their own brands, or to establish their own sales channels from the introduction of international brands, all of which require enterprises to assess the situation by themselves.

But enterprises also know that the road of transformation is not a smooth road. Yang Huafeng said frankly, the state and the China Textile Industry Association advocated the transformation and upgrading of enterprises, but China's products could not be promoted. To make high-end products, Chinese enterprises need to accumulate considerable soft power. At present, China's textile manufacturing industry is facing great difficulties.

Transformation is difficult, Liu Jianhua feels empathy. She told reporters about her worries that the golden age of textile workers is 20 to 40 years old. Workers in this age group, like their predecessors, have made textile and garment industries less and less people who have been working for a long time. While the workforce is unstable, the quality of processing is bound to be affected. China's textile and garment industry upgrading, manufacturing and manufacturing sectors are facing many challenges.

There are more ways than difficulties.

China's textile and garment export enterprises, which have rushed through the international market, are very clear about the current predicament. They are also very calm. They also show strong confidence in ways that are always more difficult than difficulties. Some enterprises have begun a transformation attempt and have achieved some success.

Shandong Yaguang Textile Group Co., Ltd. began to transform in the past few years to gain more profit from marketing and design links on the industrial chain. Shandong Yaguang Textile Group Co., Ltd. set up companies and offices in the United States a few years ago as a bridgehead to collect information, R & D and design products in the international market, and carry out localization of sales and design personnel to carry out in-depth product development and brand promotion. Ms. Lee, assistant to the company's president, praised the company's brilliant move at that time. Now, Yaguang Textile Group employs more than ten marketing and design personnel in the US. These people are familiar with the advantages of the local market of the industry, integrate and analyze the collected market information, design the varieties that suit the market, then hand them to the factory and produce samples. The company recommends the samples to the corresponding customers or sends them to the exhibition hall of the Fifth Avenue in New York for customers to choose the order.

This method makes the company gradually change from simple copy customer sample and competitive bidding to order, and turn it into a product that customers accept Yaguang independent research and development, with independent intellectual property rights or brand names. This transformation has brought long-term and stable orders and better economic benefits to Yaguang company.

According to Ms. Lee, after several years of efforts, Yaguang Textile Group has been able to enter the top five in the towel Market in the United States, and its products have entered the high-end shopping malls such as the US Bloomingdale, and won the favor of Natori, the famous international home textile brand.

In the US market, products with independent intellectual property rights are also the direction for Lu Longsheng to guide his enterprises to transform. To this end, the company participated in the New York exhibition this year, spent more than ten million yuan specially invited designers to develop seven or eight products, hoping to attract customers through fashionable products. The cost of this new type of product is 1000 yuan. It is made of bamboo fiber fabric with independent intellectual property rights developed by an enterprise in Shanghai. There are two businessmen who are very interested in these new products on the third day of the exhibition. Pegasus hopes to take the New York exhibition as an opportunity to transform from OEM to ODM. Now the company takes up some trade services such as proofing, design and even packaging, so as to reduce the cost of the guests and gain more trade opportunities for themselves.

In addition, Pegasus is also embarking on the implementation of brand strategy. Last year, the company bought a double hull towel brand. The brand was born in Shanghai in the last century, and began exporting in 50s. At the end of 2009, Pegasus acquired a brand name and registered in Taiwan. In 2010, Pegasus resumed the export of double vessels to Hongkong.

Lu Longsheng believes that another way out for China's textile and clothing exports is to gradually restore some old brands in Chinese history and fight them out. Because these old brands have considerable influence in the Chinese circles. Nowadays, Chinese people are all over the world, and the quantity is huge. The potential of old brands in the international market is huge. He believes that China's textile and garment enterprises in the international market to promote brand, pushing the success rate of the old brand is bigger than pushing the new brand.

Jiangsu golden sun Textile Technology Co., Ltd., a step ahead on the road to transformation, has tasted the sweetness of this exhibition in New York. According to Yuan Hongbing, chairman of the company, the New York exhibition has a good effect. Every day, more than 10 merchants visit the golden sun booth. The company has a relatively clear understanding of participating in the exhibition, and does not expect to see how many orders are placed through the exhibition.

In addition, entering the high-end home textile market in the United States is also an important purpose of the golden sun participating in the New York exhibition. Yuan Hongbing told reporters that in 2005 and 2006, Kim Sun had run a company in the United States, mainly through the company's direct contact with the US market, so that the product mix of the enterprise can be integrated with the US market. In addition, enterprises should be allowed to enter the American commercial sales system as early as possible. Because the golden sun is China's domestic production of high grade home textile products, products than the United States supermarket chain product quality is high, it is not suitable to enter the supermarket chain. But the high-end home textile market in the United States is mainly controlled by US brands.

Yuan Hongbing is optimistic about the future of China's textile industry. He believes that after the change of development environment, some enterprises with genuine design capability and high quality products will win a better development environment. Because India and Pakistan are currently only capable of producing low-grade products, local brands need to go to China to buy high-end products.

In order to improve the design ability, Kim Sun hired Americans as design director, which is helpful for the design team to establish the concept of internationalization and contribute to the improvement of the company's design ability.

　　 Design ability Strong, Added value of products Higher costs have little impact on enterprises. Yuan Hongbing told reporters optimistically that golden sun has made great breakthroughs in opening up the US market, and has already co operated with the US SPRINCMAIP company. The company is the largest buyer of the home textile industry in the United States. It has its own channels and purchases for other brands. Although the golden sun has little export to the United States, Yuan Hongbing believes that the golden sun will bloom in the US market in the future.