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Chongqing'S Clothing Development Is Encountering Cold Current.

2014/1/12 15:03:00 55

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predicament:

/strong > up to now, Chaotianmen's < a href= "http://www.91se91.com/news/index_p.asp" > Chongqing faction < /a > clothing boutique city more than 300 merchants, 80% of the losses, basically flat 15%, but the real profit is only 5%.

Crux: .

1, the local industrial chain is seriously incomplete.

2, "no fixed place", enterprises everywhere "wandering".

3, designers and workers are missing.

.

P: Breakthrough: vertical integration: at the beginning of this year, the boss of more than 500 garment enterprises in Chaotianmen founded a company called "Shang Meng", and began the attempt of vertical integration.

The company signed a contract with Banan District in December this year to invest 3 billion 500 million yuan in the development area of the Maliu Yanjiang Development Zone to build Chongqing fashion industrial park.

At the same time, in view of the difficulties in talent cultivation and introduction, government departments have begun to lend a helping hand.

Chongqing fashion industrial park project is located in Ma Liu Industrial Park, Banan, covering an area of about 1460 mu. It is the largest garment industrial park in Western China.

As one of the most active forces to promote this project, in the first half of this year, representatives of Chaotianmen Garment Association of Chongqing went to Paris and Milan, the fashion capital, and approached the representatives of the local garment industry.

After the completion of the industrial park, high-end brand designers will be introduced from Paris and Milan, tailored to suit the Chinese market fashion clothing, striving to make the Chongqing clothing brand from the brand, and recover the influence of Chongqing style clothing in the middle and later period of last century in China.

at the same time, the fastest next year, Chongqing's more than 500 clothing brand enterprises will join hands to enter the electricity supplier industry.

According to the current vision, these brand enterprises will set up a special Chongqing clothing page on Jingdong, Taobao and other shopping websites, and recommend high-quality and fashionable local brand clothing to consumers in Chongqing.

Chongqing clothing is experiencing the coldest winter in recent years.

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A statistical data provided by the P & Chongqing clothing association shows that up to now, 80% of the more than 300 merchants in the Chaotianmen Chongqing fashion boutique town have lost 80% of the total, but the average profit is only 5%.

at the same time, a group of clothing owners began to change careers.

It is understood that there are forty or fifty facade vacancies in Chaotianmen Chongqing school.

nevertheless, the adherence of the Chongqing style clothing still chooses to believe in the future.

They tease out the three "sticking points" around the development of the industry and start a new round of "breakout".

crux 1: the local industry chain is seriously incomplete. /p >

"we do not worry about orders, but there is no supporting enterprise."

Mou Wei, chairman of Chaotianmen garment enterprises association, said that the lack of local supporting industries is one of the crux of Yu school's "a href=" http://www.91se91.com/news/index_f.asp "clothing > /a".

in the 80s of last century, Chongqing used to be the largest textile printing and dyeing base in the West. But now, the proportion of textile and accessories made in Chongqing is 85%.

Even locally produced cotton and linen fabrics, most of them need to go out for a walk to meet the requirements of garment production. As for high-grade noodles and accessories, more than 80% of them need to be purchased from the coast.

besides, the basic materials such as wool collar, thread caps, zippers, feathers, and even buttons can be purchased from the coast.

From sending people to pick up materials and pporting them to Chongqing, only one freight will cost up 5-10 percentage points.

Beyond P, strong and freight, there is still time for headache from the Chongqing style clothing bosses.

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clothing is a highly seasonal product. Every season when new products can be hung up for the first time, who will be able to seize the "commanding heights" of the market.

If most fabrics and accessories need to be purchased and customized, it is very difficult to achieve high efficiency from design to listing.

"the clothing industry chain is very long, interlocking, lack of which link is not good."

Song Xianyang, President of the Chongqing Fashion Association, said that the incomplete industrial chain is a major problem that has troubled Chongqing's textile and garment industry for many years.

In fact, in terms of clothing styles and so on, the independent design of Chongqing style clothing is not lost to the coastal areas.

the crux of 2: is "no fixed place", and enterprises are wandering around /strong

no standard and fixed large-scale factory building is another major concern of Chongqing garment enterprises, especially the owners of small and medium-sized enterprises.

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According to the data provided by the Chongqing Municipal Commission of information, < a href= "http://www.91se91.com/news/index_cj.asp" > garment processing enterprises < /a > 3800 households in Chaotianmen has been formed, but only 200 households have formed a scale. 90% of them are wholesalers who first settled in the Chaotianmen market.

Most of the enterprises that originally engaged in garment processing were scattered on the four kilometers along the south bank to Banan, either to rent farmhouses for factories, or to rent farmers' land to build temporary factories.

However, under the background of constant expansion of cities, moving constantly has become a common pain for these enterprises.

the chairman of Chongqing purple moon Clothing Co., Ltd., Yilin, said that in the past 10 years, he has moved 3 factories in six kilometres on the south bank and Koizumi.

Every move, equipment and decoration must be revisited, with huge losses, and this is not a loss due to stoppage.

purple moon slave is not the most frequent move.

.

"kana Lei Shi" moved 6 times, "Angie Nia" moved 4 times...

Mou Wei told reporters: in Chaotianmen alone, there are at least more than 300 enterprises that have their own brands and a certain scale to be relocated.

the "wandering" state in the "no fixed place" makes it difficult for the Chongqing style clothing to be determined to become bigger and stronger.

It is understood that there have been some so-called garment industrial parks in our city, but after many garment enterprises were settled in, they found that the "taste" was wrong: once the surrounding environment of the park was mature and the land value added, they would almost suffer from "going all the way to get rid of the bridge".

the crux of the problem is 3: the designer worker is double missing /p >

there is no phoenix tree, it is difficult to invite Phoenix to come.

The survival environment of enterprises is not good enough.

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Yi Lin said he had talked about the next Shenzhen designer with a generous salary of 30 thousand plus a monthly salary.

As a result, the designer went to see the workshop in the six kilometer shop and walked away without looking back.

In this case, thousands of garment processing enterprises in Chaotianmen have met almost all of them.

another grim reality is that in addition to high-end talent, even experienced garment workers in Chongqing are also "scarce".

Chen Shangfu, Secretary General of the Chongqing apparel industry association, said that the demand gap for skilled workers in the local clothing industry is at least 1/3.

Apart from the above reasons, it is also very important to keep up with local talent training: Local Colleges and universities lack clothing department or clothing Institute, and only some secondary vocational schools, vocational schools and other training institutions offer sewing and other majors, and the formation of a skilled garment worker takes at least half a year from entering the factory.

reporter found in the interview that the workers who work in local clothing enterprises are mostly 40 years old, and there are no young people at all.

Some owners said that due to hard work, day and night upside down, almost no one was willing to do garment processing after 80 or 90.

break through: Learn pen to do vertical integration

After finding out the crux of P , Yu faction clothing has begun to find countermeasures and put it into action.

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"P", Mou Wei introduced, at the internal gathering of a Chongqing garment enterprise, several bosses gossiping about the Chongqing pen industry. When it came to the introduction of HP, Foxconn and other leading companies in Chongqing, a large number of supporting enterprises were vertically integrated into Chongqing. All of a sudden, the inspiration came out: can the clothing industry be vertically integrated? There is no introduction of the "faucet", so we can jointly create a "/p".

At the beginning of this year, the boss of more than 500 garment enterprises in Chaotianmen founded a company called "Shang Meng", and began the attempt of vertical integration. "P"

Tang Juncai, chairman of Shang Meng Industrial Co., Ltd., P, said that the Chongqing fashion industrial park will not only become the base of Chongqing style clothing, but also reserve space for the introduction of upstream and downstream enterprises.

By 2015, the whole industrial chain cluster platform will be formed, which is "R & D design - raw material procurement production processing warehousing logistics exhibition marketing brand incubation".

At that time, the lack of supporting facilities for the Chongqing garment industry will be alleviated.

aiming at the difficulty of talent cultivation and introduction, government departments have begun to lend a helping hand.

.

" line-height: "," Microsoft ".

In December last year, the Chongqing Fashion Designers Association was formally established by Liang Mingyu, the famous fashion designer of China, as chairman of the association.

Liang Mingyu introduced that the association will carry out various clothing vocational training and technical exchange activities to carry out consulting activities such as clothing design, publicize and popularize knowledge of clothing design, spread advanced technology at home and abroad, and promote the development of Chongqing's clothing industry.

the problem of shortage of industrial workers, Chen Yue, a researcher at the Chongqing Academy of Social Sciences, said that there is no shortage of basic talents in Hong Kong. Many vocational colleges, secondary vocational schools and technical schools have set up clothing major, but there are not many graduates who really have the opportunity to work in local garment enterprises.

Therefore, when local clothing enterprises are hard to find when they are ripe for training, they can do their best to cultivate local industrial workers from scratch.

the more than 500 Chongqing school clothing should embrace "electric shock" .

when it comes to Chongqing style clothing, many people will think of the large number of low-end clothing brand shops in Chaotianmen market.

A few days ago, the Chongqing fashion industry park project related person in charge said that the fastest next year, Chongqing more than 500 clothing brand enterprises will enter the electricity supplier industry.

Chongqing fashion industrial park project is located in Ma Liu Industrial Park, Banan, covering an area of about 1460 mu. It is the largest garment industrial park in Western China.

at the same time, the fastest next year, Chongqing's more than 500 clothing brand enterprises will join hands to enter the electricity supplier industry.

expert opinion /p >

to hold together, it is necessary to cultivate leadership brand /p >

when it comes to "Chongqing style clothing", people will think of the men's clothing represented by "Tian faction", "tree king" and "Duan Ji". The women's garments represented by "fiber" and "dream poem" are knitted and sweater brands represented by "Yongjia".

"but there are very few international brands that are recognized by the market and even domestic brands."

Chen Shangfu, Secretary General of Chongqing garment industry association, said that because of their own affairs, Chongqing's current 3820 garment enterprises, with a scale of 100 million, are few and far between.

Even in the oldest section, the total number of employees is only 600.

it is worth mentioning that the clothing industry was once one of the landmark light industries in Chongqing, and was also a proud card of Chongqing.

From the early 70s of last century to the end of 80s, Chongqing's garment industry mainly depended on exports.

At that time, "phoenix" and "Kowloon" and a large number of Chongqing clothing went to the whole country and crossed the gates abroad. "Chongqing made" garments were once exported to 38 countries and regions in the world, and the profits and taxes and gross output value were once ranked fifth in China.

however, the biggest advantage of Chongqing clothing was labor force, and the most prevailing rule was to win by quantity.

However, the initial private enterprises in Chongqing did not attach much importance to brand building.

"In the most brilliant era of Chongqing's garment industry, local enterprises, including some of the larger enterprises, mainly used to make OEM for foreign enterprises."

Chen Shangfu said.

"at present, the status of Chongqing garments in the whole country is like the status of Chinese clothing in the world."

Li Guangdou, a brand marketing expert, said in an interview with reporters that whether in Chongqing or in the whole country, the clothing industry is typically "shrubs and trees".

he thinks that the clothing of Chongqing school should be strong, and enterprises can choose two ways.

Powerful enterprises can try to sell terminals through various platforms, such as stores and electricity suppliers, directly face consumers and grasp market trends. SMEs can consider holding together, forming accumulation effects, forming huge industrial clusters, enhancing overall competitiveness and seeking more business opportunities.

Li Guangdou said that the establishment of a platform company by Yu faction is a chance for Yu school to grow from small to weak and weak, but it must form a real alliance as soon as possible, and cultivate a number of regional leading brands.

Huang Liyong, a famous designer in China, said that many market research reports show that Chongqing clothing has a larger market share in the two or three tier cities.

This is a good side, but if the enterprise only stares at the market share and profit in front of us, rather than looking at the long term, no one can tell how long it will last.

It is the "positive solution" for Chongqing faction to get rid of the difficult position and make it strong.

observers say /p >

grasping vertical integration is the "nose" of clothing industry.

how to do fine and make Chongqing stronger and stronger? < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx > > garment industry < /a > this is a problem that has troubled Chongqing garment industry for many years. Now it is worth noting and expecting that there is a" vertical integration "of industrial hugs.

by 28 local garment enterprises, we will work together to build an industrial park and integrate resources sharing platform. This will undoubtedly accelerate the promotion and upgrading of Chongqing's garment industry.

However, based on realistic considerations, it is undeniable that compared with the developed coastal areas, Chongqing garment industry is still in a backward position no matter in its business mode, brand building, or in the development of ideas and fashion.

know enough and then know backward.

In the long run, the Chongqing style clothing can summarize the development experience, learn from the experience, catch up with the advantage of late development, and create the brand power created by Chongqing.

It should be said that Chongqing garment enterprises embrace the development of the park to replace the "single fight" mode, which is not only the needs of the pformation and development of enterprises, but also the result of respect for market rules.

Grasping vertical integration is the "nose" of the garment industry. By bringing the positive role of the market in resource allocation into play, the "small sampan" will be combined into a "joint fleet" to gradually promote the evolution of the local garment industry from small to weak.

its mountain stone > /strong > /p >

Shishi clothing city /p >

Fujian Shishi clothing city is the famous city of leisure clothing in China. It is also the birthplace and distributing center of the "Min faction" garment industry. It has spontaneously formed a textile and garment industry chain with the core of garment processing and production, covering various fields such as textile, bleaching and dyeing, garment processing and production, accessories production, marketing and so on. It has become the first batch of Chinese leisure clothing cities awarded by the China Textile Association and the first national clothing city in Fujian province.

The shaping and successful operation of Shishi clothing city has effectively integrated many advantages of the scattered sand in the region, optimized the industrial layout in the region, and built and improved the P garment industry chain.

Relying on the industrial advantages of Shishi, Shishi clothing city takes the strengthening of industry and enterprise competitiveness as the foothold, vigorously develops the characteristic management, so as to build up a large scale garment wholesale market, which mainly consists of local casual wear and clothing, and all kinds of garments are complete.

Keqiao Textile City /p >

Shaoxing Keqiao < a href= "http://www.91se91.com/news/index_f.asp" > light textile city < /a > located in Zhejiang Shaoxing, with a total construction area of 2 million 80 thousand square meters (including 560 thousand square meters under construction), more than 10 thousand operators, 15 thousand business premises, and the basic rent is 600 thousand to 700 thousand / year.

There are more than 3 kinds of fabrics and 100 thousand passenger trips. The products are sold to 173 countries and regions, 273 permanent representative offices abroad, and 2000 overseas resident buyers. In 2005, the turnover was 27 billion 600 million yuan. At present, it is the largest textile distributing center in the country with the most complete equipment and the largest variety of business, and is also the largest specialized market of light textiles in Asia.

around the operation of light textile city, Shaoxing has built up a full range of supporting services such as commerce, service, business, leisure and logistics. The business and service area, which is centered on the golden Keqiao building, radiate the economic and commercial service system of the county. The service system covers business finance, exhibition information, restaurants and hotels; gueshu Lake as the core business leisure area; the global textile logistics center based on China Textile City International Logistics Center; the industrial exhibition window and textile trade platform mainly based on the "International Textile Expo"; the information platform and online trade platform based on "global textile network" and "Textile City on the net"; and the textile professionals exchange platform based on the "China Textile and light talent market".