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Fujian Garment Industry Model Shuffle Irreversible

2014/8/14 9:36:00 42

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here is the world's clothing and shoes and hat net, which introduces the rise and fall of the fashion industry in Fujian: shuffling is irreversible.

"businessmen here are in an unprecedented crisis of confidence."

A former executive of a clothing listed company in Fujian told reporters: "the head of the enterprise is running, not only the supplier is scared, but also the borrower is terrified, and the bank is also terrified.

When they came out to collect debts, the industry became chaotic and businesses dispersed.

7 at the end of the month, the news of Fujian's chairman Ding Hui lost contact with the local authorities, which caused a lot of trouble in the area, and then came the news of Hope Les, alligator and other brands.

The Ding Hui incident has become a fuse, which has triggered the local trust crisis, and more is the question of whether the "cold winter" of Fujian clothing enterprises is coming again.

"shuffle is in progress, and the general trend is hard to break. This is an irreversible trend. This round of adjustment is far from over."

The key road sports consulting company CEO Zhang Qing said in an interview, "the former simple and crude growth mode has lagged behind. After the wave of the sand, the enterprises must have precise brand positioning and fine management and control."

three step evolution

Fujian merchants have been developing for a long time. The development in recent 20 years has made unprecedented achievements for Fujian businessmen.

because of geographical advantages and background of overseas Chinese, Fujian enterprises are especially sensitive to policy control and business opportunities.

In Zhang Qing's view, Fujian's clothing enterprises have gone through three stages.

> from the mid 80s to the mid 90s of last century, the garment enterprises in Fujian just started to emerge. Due to geographical location and other advantages, this stage is mainly based on OEM production (OEM).

because China's labor force is cheaper, some overseas garment enterprises have been pferred to the coastal areas of China. Meanwhile, Fujian and Guangzhou, Jiangsu and Zhejiang have formed three competing modes of competition. Therefore, Fujian's garment industry cluster has formed, and the entire industrial chain has been formed from raw materials to processing and warehousing.

at present, listed companies such as Anta and PEAK are all established at this stage.

PEAK has built a factory in 1987, and began to make PEAK brand in 1991. Before that, PEAK founder once started a foundry to prepare for cooperation with Nike. However, because of Nike's divestment, the factory could not get orders, so the chairman Xu Jingnan also had to make her own brand.

In 1994, Anta built its factory and initially went on a wholesale route until it was successfully pformed.

At present, Anta and PEAK are listed companies in Hong Kong stock market.

in the middle and late 90s of last century and around 2008, Fujian entered a stage of vigorous "licensing".

At this stage, P was once proud of its resistance to export, and competition among industrial clusters began to intensify. In addition to the original Jiangsu and Zhejiang provinces and Guangzhou, Tianjin and other new foundry factories were also expanding.

"The intensification of competition means the dilution of profits, and this time the domestic demand market has sprang up, and tourism and leisure have entered people's life. At that time, its own brand began to rise, but the real development is after 2000."

Zhang Qing said.

At the same time, the brand development is still not without the suspicion of "brand name", but the brand that has the same word with the international brand has a few brands of P.

Some enterprises that made brand earlier were also listed successfully in this period.

In 2004, Lining and seven wolves were listed; in 2007, Anta went public; in 2009, 361 degrees, men's clothing and PEAK went public.

Some enterprises have sprung up and some companies are still doing OEM. Some companies are trying to make a listing.

however, in the last seven or eight years or even the last 10 years, Fujian garment enterprises are facing an adjustment stage as a whole.

The first challenge is the traditional shoes and clothing enterprises, followed by the sportswear brand. In Zhang Qing's view, "this stage of adjustment has continued to this day and continues."

> strong > Cheng also spell, defeat also spell .

"P" endorsed the size brands that had never been heard before.

The reason for the rapid disappearance of these brands is that product homogenization is too serious, no design, or plagiarism, market sensitivity is not enough, its own production technology and R & D personnel is not enough, the way of channel development is also very similar, is a simple expansion mode.

Zhang Qing said, "the behavior of many brands has led to the fact that capacity is actually surplus."

besides the homogenization and overcapacity of the products, the profit seeking characteristics of these enterprises also make these garment enterprises very adventurous.

In Ma Gang's view, these local clothing brand merchants are very radical. They are always expanding. They earn more when the market is good, but when the market is declining, they can not turn around, so it is difficult to pform.

"this is the consequence from quantitative change to qualitative change".

Zhang Qing said.

At the same time, the expansion of the enterprise at the expense of cost is in the situation of too much inventory. On the other hand, the capital chain of enterprises is becoming more and more intense, because of the expansion of loans and the need to tide over the difficulties.

there is a common spiritual slogan in Fujian businessmen: "love is the only way to win."

It is precisely this spirit that has created the garment industry that has flourished for a while. It has also caused today's fear.

in the vigorous stage of licensing, Fujian's clothing industry is well known.

"Making brand profits is high, and it is also a demand of consumer market. This is a reason for enterprises to make brands."

The clothing is observed independently.

in early 2000, CCTV sports channel was once dubbed "Jinjiang channel" because the eyeful ads were all Jinjiang sports brands, though not many brands were remembered.

The mode of "P advertisement" and "celebrity endorsement" is not rare in this era. But in those days, it was an advanced marketing mode successfully developed.

"It seems nothing new today, but in those days, many small businesses were willing to spend a lot of money to invite spokesmen to go to CCTV advertising, which is an innovation in itself, and everyone's imitation of one, plus sales of channel terminals really responded, and sales grew rapidly, which is the internal cause of brand prosperity."

Zhang Qingcheng, "the external cause is China at this stage is indeed a huge market demand, and people have reached the stage from quality to brand, fitness sports market has also been expanding, the market has given huge space to these brands."

however, the golden age will always be over.

Under the impact of the financial crisis of P > 2008, a number of brands did not fall out, and the enterprises that had survived the shock also entered a trough or adjustment period.

many brands "simple and crude" marketing mode no longer have new ideas, advertising stars in Quanzhou Street

The loans made by P have made it difficult for enterprises to move forward, but there is no market to develop, but there is too much debt to turn back.

"Some bosses say that they can win if they win.

Actually, every year we have a lot of running.

Ma Gang said.

Transformation: /p >

in fact, Fujian garment enterprises have begun to think about pformation in recent two years.

"But the boat is small enough to make a U-turn. Those companies that are listed on a large scale will do well in fine management, and the pformation will be easy. The most grievous thing is hundreds of millions of medium-sized enterprises. The pformation is very difficult."

Zhang Qing said.

at the beginning of this year, in addition to the debts of crocodile, a lean garment company in Quanzhou, which had been in operation for 25 years, was forced to go bankrupt because of its failure to launch the market. Finally, it was auctioned at 25 million.

lean garments, like many other enterprises in Quanzhou, are built on the basis of foundry. In the most prosperous period, there are over 2000 employees. However, when PEAK, Anta and other enterprises are pforming brands, they do not catch up with them in time. Then they want to pform but lose their opportunities.

Lean founder also wanted to plan to go public, and operated in Canada and Thailand successively, but failed.

As a result, lean companies can only operate through private lending.

Before lean auction, the local court received several reports about its lending, and eventually the industry was sluggish, creditors were more, employees owed wages and so on.

"once and some enterprises have talked about pformation in the good times, but these enterprises think that the money is now expanding rapidly, and this mode can also make money without pformation.

However, when the real cold winter is coming and wants to pform late, the medium-sized enterprises want to make a good performance in listing and financing, but the performance of the three years is very difficult to whitewash.

Zhang Qing said.

small companies, driven by the power of listing, expand their loans, whitewash their performance and pay taxes. They find private loans without money, and carry huge debts. Finally, they find that they can not alleviate the problems they face and can only run.

He is one of the representatives.

And those companies struggling to prepare for listing are also faced with the risk of bankruptcy.

"the remaining enterprises in this round must make value creation, do well in supply chain management, and the remaining ones in cruel competition are king. This round of elimination is irreversible."

Ma Gang said.