Shaoxing County, Zhejiang Province, Gives Full Play To The Advantages Of Enterprises To Try E-Commerce And Other Marketing Models

RMB appreciation, rising labor costs... The foreign trade situation is not optimistic. We are also considering doing domestic marketing, giving play to the production advantages of enterprises, trying e-commerce and other marketing models, but due to the lack of brand foundation, the effect is not significant.

　　 clothing The industry ranks first in terms of growth

Not long ago, at the "Extraordinary Rain" women's clothing new release conference, agents from all over the country ordered 200000 sets of clothing at one fell swoop, an increase of 100% over the same period last year. As a brand of women's clothing in Shaoxing County, Zhejiang Feifanyu, located in Qianqing Clothes & Accessories Zhou Wanjuan, the general manager of the company, said that the company's sales last year were less than 50 million yuan, while this year's goal was to exceed 100 million yuan.

The latest data from the statistics department shows that in the first three quarters of this year, the clothing enterprises in Shaoxing County achieved a sales performance of 4.75 billion yuan, with a year-on-year growth of 12.4%, which is the largest in the county spin It ranks first in the industry. "Facing the complicated market environment at home and abroad this year, it is the result of the breakthrough of the clothing enterprises in the county to hand over this report card," said Zhou Xuefeng, secretary general of the county clothing association.

Diversified markets are becoming increasingly prominent

Facing the high growth trend of the clothing industry, many owners feel that business is becoming more and more difficult to do. Shaoxing Hongming Garment Co., Ltd., located in Fuquan, is the representative of leisure clothing manufacturers in Shaoxing County. Its products are mainly exported to Europe, Australia and other markets. Qin Hongxiang, the general manager of the company, sighed that the prospect of the foreign trade market was not good because of the frequent appreciation of RMB and the rise of labor costs. "We are also considering doing domestic market, giving play to production advantages, trying e-commerce and other marketing models, but due to insufficient brand foundation, the effect is not significant."

Should we stick to foreign trade or turn to domestic sales? This has become a puzzle for many garment enterprises. "The confusion of clothing enterprises in Shaoxing County comes from the increasingly obvious trend of consumer diversification, resulting in a complex and volatile market, which makes clothing enterprises a little overwhelmed." Zhou Xuefeng analyzed that most of the clothing enterprises in Shaoxing County focus on OEM production, and the weak external demand is undoubtedly a blow to them. In the domestic demand market, the diversification of "online and offline" sales, especially the impact of e-commerce, is a mixed blessing for garment enterprises. What is gratifying is that there are more channels to expand the market, and what is worrying is that the number of terminal consumption is increasing to meet the increasing requirements of personalized design.

Clothing management pays more attention to specialization

"The overall situation is relatively stable this year." Li Yajian, the general manager of Shaoxing Boya Clothing Co., Ltd. located in Pingshui, told reporters that the company has always insisted on making men's suits. The products hold the sovereignty in the fierce market competition and are favored by customers in Europe, the Middle East and other places.

"Faced with the complex market environment, Shaoxing garment enterprises should seek to break through, segment market demand, and do fine and deep clothing." Industry insiders pointed out that no matter from the design, production, and even marketing channels, none can be lacking. "Shaoxing garment enterprises must adhere to brand building if they want to develop for a long time." Zhou Xuefeng told reporters that not long ago, six garment enterprises in Shaoxing County, including Paopaolu, Dongfangjian and Orlando, held a "brand alliance" forum to explore the road of "factory+brand" and intended to open clothing brand building stores, factory stores, etc.