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Garment Industry Entering The "Cold Winter" Spanformation And Upgrading Is Imminent.
< p > the international economic situation is complex and changeable, labor costs are rising all the way, and domestic market demand is not strong. In the first half of this year, the clothing and textile industry in Jiaxing suffered multiple "cold current" attacks. From 1 to May, the total profit of garment enterprises above Designated Size even dropped by nearly 50%. Under such a severe situation, many garment enterprises enter the state of "warm boiled frog". To get out of the predicament, we must seek change. Transformation and upgrading has become a problem that Jiaxing garment industry has to face. < /p >
< p > < strong > Data > /strong > /p >
< p > < strong > clothing industry encountered "four sides" < /strong > /p >
< p > "bad market, difficult business." Business estimates in the first half of this year fell by twenty or thirty compared with last year. " Yesterday, the head of a clothing enterprise complained to reporters. < /p >
< p > actually, the situation of this enterprise is not unique. The clothing industry since the beginning of this year, the main economic indicators declined compared with the same period last year. From 1 to June, the added value of clothing enterprises decreased by 1.8% compared with the same period last year, and the electricity consumption decreased by 3.6%. From 1 to May, the total profits and taxes of garment enterprises decreased by 23.2% compared with the same period last year, and the total profit decreased by 47.8% compared with the same period last year, and the clothing industry is still in the depth adjustment. < /p >
< p > in view of this situation, the first half of this year's Jiaxing industrial economic operation report pointed out: "in the second half of the year, our city will guide enterprises in traditional industries such as textiles and clothing to intensify technological spanformation, develop new products, expand domestic and foreign markets, strengthen meticulous management, and increase the added value of products. At the same time, we must stick to supporting the small businesses and ensure that the production and operation of key enterprises are not affected, and encourage enterprises that are in line with industrial policy guidance, and have orders, markets, and efficiency to produce at full capacity. < /p >
< p > < strong > case < /strong > < /p >.
< p > < strong > those who laugh at the "cold winter" enterprise < /strong > /p >
In the depression of P, reporters still found many enterprises laughing at the "cold winter". Why can these enterprises maintain steady growth under the situation of great optimism? < /p >
< p > > strong > A. differentiation opens the market another window < /strong > /p >
< p > the production line of the workshop is full of firepower, producing Butterfly Suits, bee clothes, Princess skirts and fairy clothes. This is the most common scene in Zhejiang Ai Fu gameplay Culture Industry Co., Ltd. "I heard that some enterprises have declined in terms of orders and performance this year, and we really do not have such concerns. Our company has maintained steady growth in the first half of this year." Yesterday, "according to love" commodity director Hang Xiaodan confidently said. < /p >
< p > in fact, at the beginning of 2003, "Yi Fu" was also the old way of garment industry, mainly for home textiles and sportswear. Although it can also make money, but famous brand competitiveness is strong, their advantages are not obvious. The spanformation of enterprises lies before chairman Wang Weijia. < /p >
P, born in Pinghu for a long time in Europe, made Wang Weijia have a different vision. "To spanform enterprises, we must take the strategy of differentiation, and have characteristics to have market and customers. So, "Ai Fu" changed the market to children's game clothes. Hang Xiaodan said, "this is a good shot". < /p >
< p > to see the way of game clothes. "Love's" R & D team began to devotes to independent design, and created the first domestic children's game suit brand, "Yi Jialin", which not only learned from Chinese cultural background, but also integrated animation, game, cartoon and other elements. < /p >
"P >" in the first half of the year, our export orders were basically not affected. After all, what we did was differentiated products. The independent brand Yi Jialin product has been improved on the basis of the original game suit, which is more suitable for the Chinese market, and the sales are relatively stable. At present, we have dozens of franchise stores in Beijing, Shanghai and other places. Hang Xiaodan said that differentiation is the secret for their enterprises to maintain steady growth. < /p >
< p > < strong > B. < a href= "http:// www.sjfzxm.com/news/index_c.asp" > brand strategy < /a > become the commanding height of competition > /strong > /p >
< p > asked about the sales situation in the first half of the year, Zhang Li, general manager of the trade and operation of Zhejiang Si Jia dress limited company, said "busy". It is reported that so far, the company's foreign trade orders have been arranged to the end of October, while the domestic YISIJIA brand sales compared with the same period last year also increased by nearly 30%. < /p >
In 1994, when p was founded, the company mainly processed large enterprises, and later developed into "OEM products" for foreign clothing brands. Fang Xiaodong, chairman of the company, thought a lot about the outdoor outfits, looking back at the few golf outfits in China. < /p >
In the face of increasingly severe competition pressure and profit problem, is p going to continue to "dress for others" or create another brand? At this junctions, Fang Xiaodong chose the latter, so the brand of YISIJIA came into being and opened the market quickly. At present, YISIJIA has 3 direct outlets in the department stores such as Dai Meng De, and another more than 180 franchisees, and stationed in Tmall, Jingdong and other electronic business platforms. < /p >
< p > at present, the company specializes in producing four series of garments, namely, glue and rainproof clothing series, golf sportswear series, down garment series and outdoor sportswear series. The products are mainly exported to more than 10 countries and regions, such as Japan, the United States, Britain, Sweden and so on. The YISIJIA brand mainly sells outdoor sportswear products, such as assault clothing, sweaters, fast drying clothes, ski suits, outdoor T-shirts, skin windbreaker, outdoor backpacks and so on. < /p >
< p > mentioned that the sales performance of enterprises has not been affected. Zhang Li believes that this is closely related to brand strategy. "What we do mainly is functional clothing. In recent years, the market demand for wind resistant, waterproof, anti ultraviolet, sunscreen and other functional clothing has been increasing. Besides, our YISIJIA brand has made a public praise, and got the trust of < a href= "http:// www.sjfzxm.com/news/index_c.asp" > consumer < /a >. < /p >
< p > < strong > C. < a href= "http:// www.sjfzxm.com/news/index_c.asp" > traditional clothing industry < /a > catch the electricity supplier "express" < /strong > /p >
< p > "online shopping family" is definitely not strange to Justyle brand. But you may not know that these fashionable clothes are from the clothing enterprises in Jiaxing -- Zheng Shang technology information (Jiaxing) Co., Ltd. In 2013, Justyle's online sales reached 200 million yuan, and the "double 11" sales exceeded 100 thousand orders. The company now has more than 2 million members. < /p >
< p > the road to change is still in progress, starting in 2008. In April of that year, it was officially landed on Taobao mall, becoming the first group of merchants to enter Taobao mall, and the flagship store of Justyle was on the line. Relying on e-commerce, traditional clothing enterprises have been upgrading and upgrading their sales channels. < /p >
< p >, but the momentum is just not satisfied with just doing business. Xu Qun, CEO of the Shang Dynasty, believes that the electricity supplier is a channel and a new means of communication. In the era of "universal electric business", the demarcation of enterprises under the online and offline businesses will gradually melt away. "Our online sales in the first half of this year will maintain a steady growth, but we can not ignore the line. After concentrating on the success of this road, we think that only two shops will develop better in the future. Online and offline integration is an inevitable trend in the development of retail industry. In the future, there may not even be a concept of "pure electricity supplier". < /p >
< p > it is reported that since January this year, many O2O (Online to Offline) sales have been launched at the factory shop in Jiaxing, and successfully attracted tens of thousands of people to enter. From August this year, the franchised stores will be flourish throughout the country. < /p >
"P >" from the industry point of view, our clothing products are indeed more suitable for online sales. In addition, Jiaxing has formed a complete supporting service system for e-commerce industry, including logistics, shop design, photography and so on. At the same time, superior location conditions enhance the convenience of logistics distribution. The relevant person in charge of the Municipal Commission said. < /p >
< p > < strong > Data > /strong > /p >
< p > < strong > clothing industry encountered "four sides" < /strong > /p >
< p > "bad market, difficult business." Business estimates in the first half of this year fell by twenty or thirty compared with last year. " Yesterday, the head of a clothing enterprise complained to reporters. < /p >
< p > actually, the situation of this enterprise is not unique. The clothing industry since the beginning of this year, the main economic indicators declined compared with the same period last year. From 1 to June, the added value of clothing enterprises decreased by 1.8% compared with the same period last year, and the electricity consumption decreased by 3.6%. From 1 to May, the total profits and taxes of garment enterprises decreased by 23.2% compared with the same period last year, and the total profit decreased by 47.8% compared with the same period last year, and the clothing industry is still in the depth adjustment. < /p >
< p > in view of this situation, the first half of this year's Jiaxing industrial economic operation report pointed out: "in the second half of the year, our city will guide enterprises in traditional industries such as textiles and clothing to intensify technological spanformation, develop new products, expand domestic and foreign markets, strengthen meticulous management, and increase the added value of products. At the same time, we must stick to supporting the small businesses and ensure that the production and operation of key enterprises are not affected, and encourage enterprises that are in line with industrial policy guidance, and have orders, markets, and efficiency to produce at full capacity. < /p >
< p > < strong > case < /strong > < /p >.
< p > < strong > those who laugh at the "cold winter" enterprise < /strong > /p >
In the depression of P, reporters still found many enterprises laughing at the "cold winter". Why can these enterprises maintain steady growth under the situation of great optimism? < /p >
< p > > strong > A. differentiation opens the market another window < /strong > /p >
< p > the production line of the workshop is full of firepower, producing Butterfly Suits, bee clothes, Princess skirts and fairy clothes. This is the most common scene in Zhejiang Ai Fu gameplay Culture Industry Co., Ltd. "I heard that some enterprises have declined in terms of orders and performance this year, and we really do not have such concerns. Our company has maintained steady growth in the first half of this year." Yesterday, "according to love" commodity director Hang Xiaodan confidently said. < /p >
< p > in fact, at the beginning of 2003, "Yi Fu" was also the old way of garment industry, mainly for home textiles and sportswear. Although it can also make money, but famous brand competitiveness is strong, their advantages are not obvious. The spanformation of enterprises lies before chairman Wang Weijia. < /p >
P, born in Pinghu for a long time in Europe, made Wang Weijia have a different vision. "To spanform enterprises, we must take the strategy of differentiation, and have characteristics to have market and customers. So, "Ai Fu" changed the market to children's game clothes. Hang Xiaodan said, "this is a good shot". < /p >
< p > to see the way of game clothes. "Love's" R & D team began to devotes to independent design, and created the first domestic children's game suit brand, "Yi Jialin", which not only learned from Chinese cultural background, but also integrated animation, game, cartoon and other elements. < /p >
"P >" in the first half of the year, our export orders were basically not affected. After all, what we did was differentiated products. The independent brand Yi Jialin product has been improved on the basis of the original game suit, which is more suitable for the Chinese market, and the sales are relatively stable. At present, we have dozens of franchise stores in Beijing, Shanghai and other places. Hang Xiaodan said that differentiation is the secret for their enterprises to maintain steady growth. < /p >
< p > < strong > B. < a href= "http:// www.sjfzxm.com/news/index_c.asp" > brand strategy < /a > become the commanding height of competition > /strong > /p >
< p > asked about the sales situation in the first half of the year, Zhang Li, general manager of the trade and operation of Zhejiang Si Jia dress limited company, said "busy". It is reported that so far, the company's foreign trade orders have been arranged to the end of October, while the domestic YISIJIA brand sales compared with the same period last year also increased by nearly 30%. < /p >
In 1994, when p was founded, the company mainly processed large enterprises, and later developed into "OEM products" for foreign clothing brands. Fang Xiaodong, chairman of the company, thought a lot about the outdoor outfits, looking back at the few golf outfits in China. < /p >
In the face of increasingly severe competition pressure and profit problem, is p going to continue to "dress for others" or create another brand? At this junctions, Fang Xiaodong chose the latter, so the brand of YISIJIA came into being and opened the market quickly. At present, YISIJIA has 3 direct outlets in the department stores such as Dai Meng De, and another more than 180 franchisees, and stationed in Tmall, Jingdong and other electronic business platforms. < /p >
< p > at present, the company specializes in producing four series of garments, namely, glue and rainproof clothing series, golf sportswear series, down garment series and outdoor sportswear series. The products are mainly exported to more than 10 countries and regions, such as Japan, the United States, Britain, Sweden and so on. The YISIJIA brand mainly sells outdoor sportswear products, such as assault clothing, sweaters, fast drying clothes, ski suits, outdoor T-shirts, skin windbreaker, outdoor backpacks and so on. < /p >
< p > mentioned that the sales performance of enterprises has not been affected. Zhang Li believes that this is closely related to brand strategy. "What we do mainly is functional clothing. In recent years, the market demand for wind resistant, waterproof, anti ultraviolet, sunscreen and other functional clothing has been increasing. Besides, our YISIJIA brand has made a public praise, and got the trust of < a href= "http:// www.sjfzxm.com/news/index_c.asp" > consumer < /a >. < /p >
< p > < strong > C. < a href= "http:// www.sjfzxm.com/news/index_c.asp" > traditional clothing industry < /a > catch the electricity supplier "express" < /strong > /p >
< p > "online shopping family" is definitely not strange to Justyle brand. But you may not know that these fashionable clothes are from the clothing enterprises in Jiaxing -- Zheng Shang technology information (Jiaxing) Co., Ltd. In 2013, Justyle's online sales reached 200 million yuan, and the "double 11" sales exceeded 100 thousand orders. The company now has more than 2 million members. < /p >
< p > the road to change is still in progress, starting in 2008. In April of that year, it was officially landed on Taobao mall, becoming the first group of merchants to enter Taobao mall, and the flagship store of Justyle was on the line. Relying on e-commerce, traditional clothing enterprises have been upgrading and upgrading their sales channels. < /p >
< p >, but the momentum is just not satisfied with just doing business. Xu Qun, CEO of the Shang Dynasty, believes that the electricity supplier is a channel and a new means of communication. In the era of "universal electric business", the demarcation of enterprises under the online and offline businesses will gradually melt away. "Our online sales in the first half of this year will maintain a steady growth, but we can not ignore the line. After concentrating on the success of this road, we think that only two shops will develop better in the future. Online and offline integration is an inevitable trend in the development of retail industry. In the future, there may not even be a concept of "pure electricity supplier". < /p >
< p > it is reported that since January this year, many O2O (Online to Offline) sales have been launched at the factory shop in Jiaxing, and successfully attracted tens of thousands of people to enter. From August this year, the franchised stores will be flourish throughout the country. < /p >
"P >" from the industry point of view, our clothing products are indeed more suitable for online sales. In addition, Jiaxing has formed a complete supporting service system for e-commerce industry, including logistics, shop design, photography and so on. At the same time, superior location conditions enhance the convenience of logistics distribution. The relevant person in charge of the Municipal Commission said. < /p >
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