Wenzhou, A Famous Clothing City, Is Eager To Break Through The "Four Embarrassments"

"Wear in Wenzhou", "China clothing Famous city "... As a city card, Wenzhou clothing used to be so beautiful that many people also wore it Wenzhou Clothing is fashionable. However, in recent years, Wenzhou clothing has faced many embarrassments in domestic and foreign troubles. What are these embarrassments? How can we break it? The reporter launched an investigation and interview.

　　 Embarrassment 1

　　 Dress bustling with noise and excitement

Wenzhou stores are hard to find local brands

It is no secret that Wenzhou stores rarely see "Wenzhou clothing". Wenzhou's largest shopping mall, Kaitai, Shidai and Yintai, has few local women's wear, casual wear and men's wear.

"Previously, we were able to occupy the best position in the mall, and then when domestic famous brands came, we evacuated to the remote corner of the mall; now more international famous brands came, and local and domestic brand clothing were squeezed out of the mall." Chen Xiaoxiang, chairman of Xia Meng Clothing, revealed the embarrassing reality that local clothing had to face.

Zheng Chen'ai, the chairman of AOBENNI Clothing Co., Ltd., also felt the same way. In his early years, he took products to France. "The quality of our products is good and the price is OK, but the French just don't want to use our brand." Today, many years later, when talking with reporters, his heart still ache.

"First, foreign big brands, then a large number of foreign second tier brands and sub brands of big brands have poured into Wenzhou, which has been a huge momentum in recent years!" Zhang Qiongyao, Secretary General of Wenzhou Garment Chamber of Commerce, said that, taking the Danish women's wear brand ONLY, which is currently selling well, as an example, one month in Yintai, it can sell 1 million yuan without promotion. However, a Wenpai women's wear brand usually costs only 230000 yuan per month, and even if it carries out sales promotion, it will only cost 560000 yuan at most.

"Clothing brand is the precipitation of culture and history. The production process and even product quality are the same, but the price and sales space are different." Zhang Qiongyao revealed the helplessness of local clothing.

　　 Embarrassment 2

domestic trouble and foreign invasion

Is there a fracture crisis in the industrial chain?

"A few years ago, Fujian garment enterprises processed for Wenzhou, but now it is Wenzhou garment enterprises processing for Fujian." This is a popular saying in the industry.

In recent years, with the support of the government, enterprises in Fujian, Guangzhou and other places have focused on leisure clothing, increased advertising investment and marketing efforts, and took the lead in establishing sales networks nationwide, which has achieved great success. The rise of clothing industry in Jiangsu, Shandong and other places has taken away large foreign trade orders.

"The era of Wenzhou men's clothing leading the world has passed, while Shenzhen women's clothing has a higher technical content. They not only have a large number of skilled workers from Jiangsu and Zhejiang provinces, but also have access to quickly absorb advanced technology, management and equipment from Hong Kong and Taiwan, which has posed a serious threat to Wenzhou women's clothing." Zhang Qiongyao said.

The market has been in turmoil for several years. The current situation of the clothing industry chain in our city is that there are almost no corresponding surface and auxiliary material manufacturers in the upstream, raw materials are purchased from other places, and professional supporting markets such as zippers and buttons have gradually declined in recent years. The once popular Miaoguo Temple and Dongli First Class clothing professional markets are no longer popular. Most of them go to places where the lights are dim in history, and their sales mainly depend on the national market.

International brands pose an unprecedented threat to Wenzhou local brands. For example, Spain's ZARA is an obvious example. "These foreign second tier brand clothes are three weeks a season, with various styles. A pair of jeans is about 400 yuan, and there is still 25% room for price reduction!" Industry insiders are worried about the similarity of local clothing production, brand routines and even the brand itself.

Ren Jianxin, the chairman of Gongzhen Garments, was prepared for danger in times of peace and put forward the disadvantage of Wenzhou's "three heads out": marketing, raw materials and migrant workers are out, disorderly competition disturbs the market, business costs remain high, and cost advantages have been obviously lost. Even how far the "OEM" road can go is still unknown.

　　 Embarrassment 3

Lack of land and people

Up to now, there is no decent park

"We also don't want to leave home, but if we don't, where is our development space?" A person in charge of a clothing enterprise who didn't want to be named sighed in an interview with reporters.

"Who wants to leave if they can stay in their hometown to develop? But enterprises always have to write a lot of application reports and plans to do something, and sometimes they can't wait to respond." The boss said the confusion of enterprises about "going or not going": Wenzhou does not even have a decent clothing production park, and enterprises are distributed in the east and west, each acting independently. The cluster effect did not play out, but the business cost remained high. Now the clothing industry has returned to the era of meager profits from the original windfall profits, and the industry profit is about 6%.

"If you are willing to invest here, we will give you zero land price at all costs, and the government will invest 30 million yuan to cooperate with you." Recently, a government official from Jiangxi Province came to Wenzhou to invite investment under preferential conditions.

In our city, many small and medium-sized garment enterprises suffer from the shortage of land and people. At the same time, in order to attract investment from Zhejiang merchants, investment groups in Kunshan, Wuxi, Jinjiang and other places provided land at low prices or even free of charge, and promised to respond to any demand in terms of hardware facilities, which is a great temptation for enterprises in our city who are subject to land constraints.

Zhang Qiongyao believes that the relocation of headquarters means that the management strategy of garment enterprises is transferred to a higher level. Clothing used to be considered as a traditional industry, but now it is endowed with more cultural connotations, known as urban industry and fashion industry. Large cities are more conducive to resource allocation and international docking. These characteristics determine that the transfer of clothing enterprises to large cities is inevitable.

The Garment Chamber of Commerce encourages enterprises to stay in Wenzhou, place their design and marketing centers in Shanghai, Guangzhou and other big cities, and move their production workshops to the central and western regions to solve the shortage of migrant workers. However, the shortage of migrant workers in recent years has made it impossible for enterprises in the central and western regions to recruit people. In addition, the rise of raw materials may not be the only good policy even if they go out.

　　 Embarrassment 4

The Mystery of "Diversity"

Clothing makers are building houses

A phenomenon worth pondering is that half of the top 100 enterprises announced by our city this year have set foot in real estate, many of which are garment giants.

"The industry upgrading is slow and the profits are low. They are unwilling to invest too much money in R&D and enterprise upgrading, but are satisfied with chasing the real estate, stock market and other lucrative industries, which has become the common choice of many apparel enterprises." Zhou Dewen, president of Wenzhou Small and Medium Enterprises Development Promotion Association, believes that this will have a negative impact on Wenzhou, which is good at manufacturing in the long run.

"It can't be said that diversified development is wrong, but if too much energy and capital are invested in other industries, it will inevitably affect the Bank." Zhang Qiongyao also expressed concern about this. She believes that, to some extent, the clothing enterprises use their resources for investment in other industries, which is one of the reasons why the main industry cannot continue to grow.

"In the past few years, the clothing enterprises failed not because of the failure of clothing business, but because they were dragged down by other investment projects outside." The insiders believed that although the profits were diluted, the enterprises could also support themselves with the funds earned from processing. However, at present, some garment peers in Wenzhou often go astray, which will cause a chain reaction if the main business fails. Compared with the vigorous beginning of this century, some famous clothing brands have disappeared, which is a pity.