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Self Rescue Mode Of Zhejiang Garment Industry: Searching For National Brand Self Positioning And Catching Up With E-Commerce Express

2013/9/28 15:38:00 29

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Clothing Industry Clothing Industry E-Commerce In Zhejiang

recently, GRACELAND elegant brand, which is famous for women's clothing brand in Zhejiang, has been opened in Jiaxing, Zhejiang and other places, attracting many consumers around.

reporter saw that the store took the mix and match way, and made the 41 high-end a target= "_blank" href= http://www.91se91.com/ products of the VERSACE, Paul&Joe and other more than 10 high-end European furniture and home brands in the area of 1600 square meters and sold together with the free brand Ying Ying.

Less than 4 months after the sale of the internationally renowned "big names" on the same platform, the sales performance of the product has not declined, but it is on the rise, P said.

according to the reporter's investigation, in the post financial crisis era, China's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry suffered a" cold wind "as a whole. However, Zhejiang, as the" a "target=" _blank "href=" target= "and" textile Province ", is playing the branding and utilizing various channel effects such as electronic commerce as its" anti cold artifact ".

> strong > 500, the clothing industry is all "lose" /p >.

shortly before the "Fortune 500" list released by fortune in 2013, the apparel industry entered the trough stage as a whole.

although Zhejiang clothing brand YOUNGOR, Bosideng and Metersbonwe still rank on the list, their ranking has dropped sharply.

Semir, the most popular Zhejiang apparel listed company with A shares, has failed to get out of the list of 241st men from the 241st place in 2012, even though it has successfully bought the fashion men's brand GXG for 200 million yuan.

YOUNGOR's semi annual report released this year showed that in the first half of the year, YOUNGOR's a target= "_blank" href= "http://www.91se91.com/" > branded apparel "/a" achieved business income of 2 billion 149 million 287 thousand and 900 yuan, an increase of 3.97% over the same period last year. However, the net profit from the factors such as gross profit margin and year-on-year decrease in off farm income decreased by 37.75%, compared with the same period last year, to 327 million 585 thousand and 600 yuan.

this year, the threshold of China's top 500 has increased to 7 billion 250 million yuan. Judging from the ranking of the recent three years, Li Ningyi has dropped from 297th to 381st, and this year it fell directly out of China's 500 strong list.

according to Lining's first half performance report in 2013, the group's revenue was 2 billion 906 million yuan, while the same period decreased by 24.6%.

As of June 30th, it had lost 184 million yuan.

with the decline of performance, the "closing tide" is in sync.

According to public information, in the first half of this year, Li Ningjing closed 410 stores, the most famous sports brand of the same kind.

"P" from the Zhejiang Provincial Committee of the Committee on information, in 2008, more than 5 million of the size of the garment textile enterprises in Zhejiang had reached more than 3400, which was second in the country.

However, as of 2013, nearly 20 million clothing and textile enterprises of over $2000 in Zhejiang were ranked the third in the country.

From 2008 to 2010, the clothing industry in the province grew at a speed of nearly 10% to 20%, slower than in previous years.

Wang Zhuo, Secretary General of the China clothing association, said in an interview with the media that the domestic garment industry should adapt to the development trend of the pition from high speed growth to low speed growth in the past.

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the storm surge in the financial age /p >

Han Licheng, Secretary General of Zhejiang garment and textile industry association, admitted that the whole garment industry is showing a downward trend, which is mainly affected by the global economic downturn.

Zhou Daliang, a public relations manager of clothing brand in Hangzhou, said that the main reason for the decline of Zhejiang's clothing industry in recent years is that the aftermath of the financial crisis in 2008 has not disappeared. Although GDP is still on the rise, some people's livelihood is declining.

he said that the clothing industry mainly depends on the consumption level of the whole national economy. When the overall consumption scale falls, the industry will naturally be affected by its consumption as part of its consumption.

in addition, the soaring cost of clothing has led to the rising cost of clothing raw materials, labor and store rental, which has been attributed to the main cause of the current predicament.

In 2012, an unexpected warm winter also made the garment industry suffering from declining performance worse.

for the clothing industry sales, the "golden period" is mainly in the two quarter of late autumn and early spring.

"The lunar new year in 2012 is much earlier than before. Many winter clothes are not sold, and the stock of enterprises has been overloaded for a while."

At the same time, Kaho, associate professor of clothing College of Zhejiang Sci-Tech University, believes that many listed clothing enterprises have gone through too many "detours", because "one heart and two uses" and "not doing business" have led to the development of the main industry while not involved in other industries.

YOUNGOR has been questioned.

Its secretaries Liu Xinyu said in an interview with the media that in addition to the main garment industry, real estate is another main business of YOUNGOR.

but Han Licheng told reporters, "YOUNGOR is now extending its industrial chain in the field of its own familiarity with clothing.

Before last year, it was growing at a profit rate of 20% per year.

More, he believes that the impact of the environment.

but he acknowledges that there are a lot of enterprises that do not work properly. The most typical one is the Chuang Ji group, which has been involved in shipbuilding industry for a long time, resulting in improper operation of funds and ultimately causing business operations to get into trouble.

Han Li Cheng said, "although diversified development is conducive to the production of enterprises, the energy invested in the clothing industry should also be guaranteed."

fast selling clothing brand is foreign brand "Besieged City" /p >

reporter found that with the rise of consumer economic conditions, the demand for clothing brand is also improving, and the fast selling brand is facing more severe market squeeze than the high-end brand.

This makes Lining, YISHION, JEANSWEST and other people familiar with sports and leisure brands dim.

in fact, Zhejiang's two fast selling brands, Metersbonwe and Semir, are also experiencing a tough battle against the market, while the "enemy" is the "fighter" in the global fast selling brand, the Spanish brand ZARA and the Swedish brand H&M.

Semir's 2013 semi annual report pointed out that the growth of the macro-economy slowed down and the growth of clothing consumption slowed down. The foreign famous brands and the domestic emerging brands continuously entered the Chinese market. The demand for clothing products became more fashionable and diversified, and the retail channel of clothing continued to change. This series of factors led to the intensified competition in the apparel industry.

Zheng Jie, assistant general manager of Zhejiang Ya Ying Garments Co., Ltd., told reporters that in order not to let the other party seize the lead in China's fast selling clothing market, Metersbonwe had negotiated with ZARA to win ZARA's proxy in China's p region.

but ZARA still chose to "go it alone", taking the lead in the first tier cities of Beijing and Shanghai, and then rapidly marching towards the two or three tier cities.

although Metersbonwe has launched its high-end brand ME&CITY, but it has no strength.

In the first half of the year P, Metersbonwe's performance fell by 48%.

In mid April, ME&CITY was closed in the flagship store near Huaihailu Road, which is nearly 2000 square meters.

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Zhejiang enterprises looking for national brand self positioning

"P >" in the competition always in the "beating" state, Zhejiang local clothing enterprises finally realized that we need to enhance the brand to increase the added value.

Kong Fanren, a famous brand expert in China, said that in the past 10 years, Zhejiang enterprises have tended to be conservative in brand development than Fujian and other provincial and municipal enterprises. They did not regard brand building as a long-term strategy to develop.

he told reporters that Chinese consumers are far more concerned about people's livelihood brands than any other country in the world.

Han Licheng believes that enterprises must identify the right location for their enterprises, not only to make famous brand products, but also to make famous brand enterprises.

as a well-known local clothing brand in Zhejiang, Ying Ying is the representative of the "declining tide" and a small number of companies who have maintained steady sales.

Zheng Jie told reporters that the company has always attached great importance to the building of brand and the construction of corporate culture. "We plan to excavate the genes of brand products and make the characteristics of our own enterprises. We intend to make the" Peony "elements a trend for their development, while developing overseas markets.

Zheng Jie said that now Macao has set up 3 branches in the region, and each store has more than 50 million yuan of sales every year.

At the same time, P will also launch a series of international business activities to promote brand development. For example, it has been determined to assume the costume of all the staff of the World Expo Pavilion in Milan 2015.

but there is still a big gap between China's clothing brands and foreign countries. Wen Guang, director of the Hangzhou women's Wear Index Office of China, believes that the only way to shorten this gap is experience and time. Only by concentrating on this industry can we make the industry develop better.

to create its own clothing brand, modeling a target= "_blank" href= "http://www.91se91.com/" > designer < /a >, clothing version (structure) designer and marketing talent is indispensable.

Kaho said that the stylist designer is the first person to dress the brand from scratch. In addition to understanding the design expertise, they also need to understand the positioning of the entire clothing market, and design clothing that is recognized by the market and consumers.

but at present, the development of these three kinds of talents in Zhejiang shows an unbalanced state.

"The main reason is that the cognition of Chinese clothing enterprises to designers has not reached the level of foreign countries," Kaho said. "Designers are the brains of enterprises" in foreign countries. At present, Chinese clothing enterprises do not realize that designers are the core of enterprises.

catching up with the development express of e-commerce era

when it comes to the reasons for the decline of the garment industry, some of Hangzhou's enterprises such as cool Barba and Zhuo Lin think that the arrival of the electronic commerce era has brought a great impact.

however, Hangzhou Zhuo Lin is relatively calm. Fu Suqin, general manager of the company, believes that more importantly, enterprises should have "discerning eyes", "the more crisis is business opportunities."

"P > China Electronic Commerce Research Center analyst Mo Daiqing told reporters that the development of e-commerce is a relatively good development of medium-sized brands of clothing, international well-known brands, especially high-end brands, considering the reputation of the problems, so it is more prudent to do this business.

Mo Daiqing believes that the influence of e-commerce on the brand development of clothing enterprises is beneficial to the extension of channels. E-commerce expands consumer groups and has strong communication power on the Internet.

The main drawback is "right-handed complementarity", especially the price line will have some impact on the offline, offline will also become online entity experience shop.

but she also said that from the current situation, e-commerce has more advantages than disadvantages for clothing brand development.

reporter found that e-commerce has also spawned such as Amoy brand series and Han Du Yi house.

There are also better developed enterprises on line and offline, such as Nu dress and GXG.

but there are also some clothing brands like Lining, which have affected the development of the offline industry after contacting e-commerce.

But Kaho believes that the development of clothing brands through e-commerce is the trend of the future, because there are a number of potential user groups online.

"We must be clear about the positioning under the online and offline, the ways, channels and costs of the two are not the same, and the products that are suitable online are usually not fit for the products which are not very high in size, and are suitable for a wide range of products."