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Foreign Trade Textile Enterprises Prepare For New Battlefield

2008/12/22 13:23:00 50

How will the textile and garment industry respond to the current financial tsunami sweeping the globe?

How did the apparel retail market react to the terminal sector?

The industry is the first to bear the brunt of the "attack" of foreign trade enterprises, in the case of export disadvantage, many enterprises are sold to domestic sales.

Dongguan Hao Heng Clothing Co., Ltd.'s brand G.I is one of the representatives.

However, the domestic market does not mean that it can do well. In the face of the "waist pack" that people are tightening up, how can we impress them?

This is the direct motivation for the discount sales promotion and the market background for the boom of the tail gas.

The promotion of sales is also a real problem that many enterprises and brand agents must face. The core of the channel - the general agent is also actively thinking and making brilliant moves.

On the whole, "cold winter" is cold, even at a temperature of 0 C, but we should also see that 0 C has two directions indicating ice or thaw.

Are you passively waiting for "frozen" or "warming up" to "thaw"?

From enterprises, agents to shopping malls and tail cargo markets, everyone is trying to break the bottleneck of clothing sales and greet the spring of snow melting and ice drying.

Recently, Dongguan Hao Heng Clothing Co., Ltd.'s brand G.I announced officially entered the domestic market, which marks Hao Heng Clothing Co., Ltd. completed the rapid pformation.

Under the background of weak market and sharp demand, foreign trade enterprises are seeking new breakout.

From the export market to the domestic market in the form of brand, this phenomenon has become a trend.

Hao Heng's rapid pformation

Dongguan Hao Heng Garments Co., Ltd. has always been exporting garments, and its foreign markets include the United States, Australia, Indonesia, the United Arab Emirates, Singapore, Thailand, Vietnam and so on.

For a long time, Ho Heng has also provided products for Paris clothing wholesalers, which eventually entered the fashion stores in 51 European countries. However, orders for orders from Paris have decreased by 2/3 this year.

In addition, since May this year, a number of American and Australian clients who have worked with Ho Heng for 8 years have said they will conclude their cooperation with Ho hang.

"Foreign orders this winter and next spring are few and far between, seriously affecting the normal operation of the company."

Hao Heng general manager Zheng Jianpei said.

Under the pressure of a sharp decline in export performance, Ho Ho decided to turn to the domestic market and develop the market with his own high-end men's clothing brand G.I.

The G.I brand is clearly positioned as a fashion menswear for the "coffee culture" consumption circle. The mainstream consumer group is positioned between 25~35 years old. The product is positioned as the mainstream consumer of the middle and top grade petty bourgeoisie and middle class. The specific pricing will be based on the market and consumption index, and closely related to the consumption level of petty bourgeoisie and middle class.

By the end of 2009, G.I will have 500 stores nationwide.

To study demand, drive development, and satisfy the market is the core of Ho hang business.

Jiang Jianye, deputy director general of the center for urban development and environmental studies of the Chinese Academy of Social Sciences and Deputy Secretary General of the Guangdong provincial brand promotion committee, said that, like ho Heng, a company that made OEM for foreign brands for a long time, technically speaking, it could produce the same quality products as those of famous foreign brands, and the price of its products is about 1/3 less than that of foreign similar products.

"A series of policy measures to expand domestic demand provide an opportunity for export oriented enterprises to turn to domestic markets.

Instead of making foreign clothing for the foreign brands and earning a little bit of processing fees, why not draw on the marketing methods of foreign brands, and form their own unique schools according to the national culture and consumption habits, so as to enlarge and strengthen their brands?

　　给国内品牌支招

Jiang Jianye believes that for many garment enterprises that are sold domestically, if the brand wants to go far and well, they must learn from the successful experience of running in foreign markets, and apply this new concept to the domestic market.

In addition, from the current domestic market, because of the improvement of people's living standard, the traditional daily consumer goods will not change much, and the market will not shrink too much.

Under the current global economic crisis, modern brands should achieve five elements: brand, intellectual property, standard, technological innovation and capital operation.

Only the integration of the use of the way out, only the five elements closely tied up, so that "three-dimensional business model" for the brand escort, can truly make the brand well, big.

Of course, brand protection is also important in addition to brand training.

For example, when Chinese enterprises are developing international markets, they often encounter some untechnical obstacles. Zheng Jianpei describes it as "bumping into pain later, but you don't know when and where you will bump into it before, and you don't know how to avoid it."

For this phenomenon, Jiang Jianye called it "soft barrier".

Because any country will protect its own market.

"Developed countries first wrapped up their own markets with a" protective membrane "before opening to the outside world, and China hardly set a proper threshold to protect its own market.

We should also strengthen this aspect.

In the meantime, in addition to the beneficial soil of the market, the brand "seed" can thrive.