Ningbo Clothing Enterprises Pformation Eight Immortals Crossing The Sea

Since its establishment in 1997, Ningbo international garment Festival has gone through 14 years.

In less than 10 days, the fifteenth international clothing festival will be held in Ningbo.

"As a traditional dominant industry in Ningbo, a pillar industry in the local economy and a leading fashion industry in the whole country, Ningbo's textile and garment industry plays an important role in developing Ningbo's economy, promoting employment and social stability.

During the '11th Five-Year' period, the total output value of textile and garment industries above Designated Size in Ningbo increased by 16.81% annually.

Then, what new changes and highlights have emerged in the pformation and upgrading of Ningbo's textile and garment industry? Recently, a number of well-known clothing enterprises have been visited by journalists to explore their "pformation path".

"On the one hand, the outbreak of the global financial crisis has caused many garment enterprises to lose a large number of overseas orders and inventory pressures, and export suffered" Waterloo ", forcing clothing companies to make adjustments to" export to domestic sales ".

But from another angle,

Referring to the pformation of sales channels of "export to domestic sales", Li Rucheng, chairman of YOUNGOR group, said with emotion, "spring has arrived for clothing enterprises to make clothing sales." Li Rucheng said that YOUNGOR's foreign trade and domestic sales all accounted for 50% respectively, but YOUNGOR's foreign trade sales began to cut from the second half of last year.

"The most important reason is that the profit from domestic sales is much higher than that of foreign trade."

Li Rucheng also cited, for example, YOUNGOR clothing, domestic sales of 1 pieces of profits, foreign trade to sell 5, last year, YOUNGOR's domestic sales increased by 20%, profits increased by 30%, sales reached 34 billion yuan.

In the interview with Limited by Share Ltd of Luo Meng group, Zhu Xulong, President of Luo Meng, also briefed reporters about their pformation experience: "brand operation is the key in the process of" selling foreign trade to domestic sales ". Before we paid attention to the improvement of quantity, now we should pay attention to making clothes the best.

Zhu Xulong said, "Luo Meng is not eager to pursue" multi brand strategy "at this stage. Instead, he focuses on the promotion of clothing brand value, continues to maintain the leading position of classic costume, completes his own brand, and marches into fashion apparel, further opening up the domestic market.

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E-commerce promotes the arrival of the new domestic market era

With the clothing enterprises aiming at the domestic market in succession, e-commerce is quietly rising in the garment enterprises in Ningbo, which indicates that the "new era of domestic marketing" in Ningbo textile and clothing industry is coming soon.

"Nowadays many young people like online shopping very much, and our clothing brands such as Tonlion, de mana, Ives and so on are just the young people."

Wu Huijun, chairman of Ningbo Bo Yang Fashion Co., Ltd., told reporters.

Last November 11th, on the day of singles day, Bo Yang net sales hit China's most. It sold more than 34 million 680 thousand yuan on the day of Taobao mall, ranking the highest in Taobao's all category sales champion, and is the highest in e-commerce history.

"In the future, the development direction of Bo Yang's sales is the coexistence of online and offline businesses.

Offline store sales can give buyers a sense of experience, while online sales will win at a low price and convenience.

Wu Huijun said, "online sales often give us some unexpected surprises and even affect offline sales.

If we find that many packages on the Internet are sent to Hainan, this place has not attracted our attention before.

So now we have opened the physical store to Hainan, and the business is booming.

Similar to Boyang group, Taiping bird group, which has always been a selling point of "fast fashion", has also promoted the sale of "fast fashion" clothing with e-commerce.

"Fast fashion" is the main feature of "fast, ruthless and accurate". It drives the fashion trend of the world. Clothing always follows the trend of catching up with the season. New product design and shop speed are very fast, especially for young people.

Liu Jun, vice president of Taiping bird, said.

To develop independent brand, we need to explore innovative development mode.

In the course of the interview, reporters found that in order to play their own brand, enterprises are almost racking their brains to explore innovative development mode.

Some enterprises increase R & D investment and focus on core technology; some enterprises expand to the downstream, develop their own circulation channels, and realize the pformation of production to commerce; some enterprises begin to try their own designs of fashion and home textiles, organize and train designers, develop their own market with their own brands; and some enterprises turn to light assets companies with brand management through the agency of international brands, relying on resources such as brands, process specifications, human resources and corporate culture.

When the financial crisis broke out in 2008, when other enterprises encountered "cold current", Ningbo Shenzhou Knitting Group Co., Ltd., the largest knitted garment enterprise in Asia, was in the opposite direction. The annual sales growth rate remained above 15%.

What is even more surprising is that Shenzhou can earn more than 20% of the profits only by OEM processing, which is about 4 times that of the general OEM enterprises.

"The reason why our OEM can do so well is first attributed to our elimination of backward production capacity and the introduction of the world's most advanced equipment at no cost to ensure fabric quality."

Xu Huiguo, assistant general manager of Shenzhou group, told reporters, "the fabric used in Shenzhou is independently developed by ourselves. It has the characteristics of environmental protection and comfort.

Good fabrics, naturally attracted the attention of international brands.

When making OEM processing for garment enterprises, we choose as many large enterprises as possible and choose internationally famous brands. These enterprises have more lists and higher profits.

Xu Huiguo said that at present, Shenzhou's leading products are knitted sportswear and other international famous brands such as Adidas, Nike, Puma and so on, and set up a special brand production workshop, which basically can guarantee full workload and can produce 700 thousand sets of garments every day.

"Although our OEM processing is very good, but from last year, we also tried to make domestic sales, hire highly paid designers in Hongkong and other places, and create an independent brand" Ma Wei. "

Xu Huiguo told reporters that now "Ma Wei" has opened 4 flagship stores in Shanghai, and opened 1 flagship stores in Ningbo.

"The fabric of" Ma Wei "is the same fabric as Nike and Adi, but the price is about 1/3 of them.