The future development trend of the textile industry: take the high-end, create brand, establish a stereoscopic marketing channel

“The foreign trade business is difficult to do. The euro continues to decline, and the environment is not good.” Qu Haihua, manager of Zhejiang Pinghu Lianya Clothing Co., Ltd. saw the reporter and even lamented that the domestic market is now better than foreign trade. “Like us processing Metersbonwe, attachment pants, if you sell domestically, you will get a processing fee of 35 yuan, if you export it, you will get 25 yuan. The customer is still too expensive and has no profit at all.”

Last month, the 6th China Textile & Apparel Trade Show (CTAF) (Paris show) organized by China Textile Industry Association, China Textile Industry Branch of China International Council for the Promotion of International Trade, China Garment Association and Messe Frankfurt (France) exhibited at LeBourget in Paris. Center held. After the meeting, many exhibitors affirmed the role of the exhibition and believed that it would be helpful for Chinese companies to expand into the European market. At the same time, participating companies gave their own understanding of the order transfer and the increase of product added value.

Taking "high-end" is the inevitable road. "Zhejiang is a big foreign trade province, where foreign trade companies have always been doing better. Now the situation is different. Workers' wages should be between 3,500 yuan and 4,000 yuan a month. If it hasn't been processed, it will already have lost half of its value.While better domestic manufacturers are better at taking high-end products, it's difficult to go low-end and high-end products.At present, the European market is still not good enough, but the market demand is still satisfactory. , We do clothing lining, the amount of orders for more than 20 million yuan a year, the European market accounted for 1/3 of the total orders. Qu Haihua said that the future of China's textile and garment companies is to take the high-end line.

With the evolution of the market, the division of labor in textile production in this international platform has become more and more clear. In the process of globalization, some relatively low-cost products in China's textile and garment industry have been replaced by neighboring countries, thus prompting the formation of an international division of labor. The sharp increase in processing costs in China in the past two years has caused many European orders to be shifted to Latin America and countries with lower processing costs around China.

Qu Haihua believes that ordinary products neighboring countries can replace China's processing, and the processing of high-end products is still dominated by China. The neighboring countries are still in the immature stage in terms of industrial chain and equipment technology, and their ability to process high-end products is limited. After another four to five years, when China’s system matures and matures, China’s last few advantages may be lost. “In the future, China will still have to create its own brand. As in the past, it is only fractions of people that rely solely on processing. The future development of the industry is to take the high-end line, create its own brand, invest funds to establish a three-dimensional marketing channels.” Shandong Kangpinna Zhu Yuemeng, deputy general manager of sales of the Group Co., Ltd., said that Kempinne's annual production of high-grade wool fabrics is about 3 million meters, foreign trade (including indirect garment exports) is 1 million meters, and Europe is about 500,000 meters. Its product positioning is relatively high. Over the years, it has been committed to improving the market competitiveness of its products. It has already possessed a very strong anti-risk capability and basically felt no impact from neighboring countries. In response to the transfer of orders, he believes that enterprises control the scale of production and improve quality is the future direction of development.

Design to enhance product added value It is understood that the organizers of the Paris Expo are: to provide more opportunities for Chinese companies participating in the Paris and even Europe's new generation of designers to contact and exchange opportunities, through effective docking, to promote Chinese companies from the OEM Promote to ODM.

Zhang Yanxi, vice president of China Textile Industry Association, explained the importance of design. “Costume designers are the leaders of fashion trends and are the key to enhancing the popularity of Chinese brands. Nowadays in the international market, including us China, the entire world's textile and apparel brands are increasingly focusing on the power of designers. In the past, designers The power is divided into two parts: the designer of the brand is part of it, and the designer of the craft is another part of the production, which is suitable for foreign companies to hold well-designed clothing styles, allowing Chinese companies to process and produce, but with the level of clothing design in our country. With continuous improvement, we hope that companies can provide European buyers with their own designs for their selection. In this way, Chinese designers can continue to grow.”

The Carl Tie Garments Co., Ltd. of Zhangzhou, Zhejiang Province, goes to the China Textile and Apparel Trade Fair every year. The company’s staff said that although the general environment is not conducive to foreign trade companies, they are still optimistic about the European market. Carl Tie attaches great importance to product design. Before developing new products, he often organizes designers to collect winds from all over the world, analyzes fashion trends, and develops and produces ties for popular blended fabrics, polyester fabrics, etc. according to the conditions of the international market. This is the company’s long-term ownership. Many of the keys to stability outside the single.

For strengthening product design and development, Kang Pinna Zhu Yuemeng said: “As a factory, we can not only play the role of a processing plant, but also improve the product design and development and direct marketing links. The latter two points are the most insufficiencies for our country’s enterprises. The labor cost can be fully passed. To improve production efficiency, the Italian textile industry is very developed, and Italy’s average wage is about 1,200 euros, which is five times that of its workers. However, compared with factories of the same size in China, Italy has less than 1/1 of the number of Chinese companies. 5, The same product price has turned several times faster than us. In such a comparison, to recognize our gap, it is not difficult to think of ways to increase the value added.” Kang Pinna sent staff to fashion accumulating places such as Europe and America many years ago. A variety of international textile exhibitions, to learn about the latest information in the global industry, find channels for cooperation, and grasp the trend of the new season. This laid a solid foundation for the company to adjust its product structure and successfully transitioned many years ago.