How To Make A Strong Local Garment Industry In A Big Textile Province?

When spring clothes come into the market, almost all the big shopping malls are "foreign brands". Anhui province is a big textile Province, but there are few famous brands.

Local brands are hard to trace.

No matter whether it is located in the narrow and long golden triangle area of HeFei Railway Station square, Shengli Road and Zhan Road, the clothing wholesale market still lingers in the many high-end shopping malls in the vicinity of the four archway. It is easy to see that people everywhere are full of foreign brand clothing produced by Guangdong, Zhejiang, Shanghai and Suzhou, while the local clothing brands are hard to find.

"What the clothing brand needs is the accumulation of history and culture." Wu Yan, a middle-level manager in a provincial capital city, said she also wanted to support the local clothing brand, but looked around, and the shopping malls were all wearing clothing labels with Western signs.

Xiao Sun, who worked in Hefei for two years, told reporters that although the psychological price of her clothes could not be more than five hundred yuan, it still tended to buy brands in Shanghai and Guangdong. As for Anhui's local brand, Xiao Sun said, "there are few names that can be named."

The embarrassment encountered by local clothing brands is more than that. A head of a high-end fashion company admits that when the brand reaches Wuhan, Shanghai and other shopping malls, the wind and water go smoothly, but they are twists and turns in their own "site". When dealing with many high-end shopping malls in the province, the first reaction of these emporium is "Anhui can't get out of the clothing brand" and let him feel embarrassed.

The high-end brands in the province are hard to start. Li boss of Feixi County specializes in T-shirts and knitted underwear processing. Because of no independent brand, the profit of each finished product is very thin. In addition, it often suffers from problems of poor financing channels and difficult recruitment.

"Clothing processing or OEM start is relatively easy, and there is little risk." In the interview, clothing manufacturers said that the clothing processing in our province is mainly concentrated in Anqing, Mount Huangshan and Lu'an. But the development of foundry industry is weak, and it is difficult to make big brands, so it is not easy to form industrial clusters. During the interview, many small garment owners admitted that they also wanted to create brand, but it was difficult to transform to high-end. The initial investment of brand building is large and needs a lot of financial support. If the loan can not be paid, the upgrading of the image from inside to outside can not be completed.

Supporting industry has not yet become a climate.

As early as 2006, Hefei began to build a garment innovation industry base. Up to now, there are many garment enterprises that build production bases here, but there are not many local brands sprouting up. Why is it?

In March 28th, several times, reporters contacted a high-end women's clothing company, which set up a brand headquarters in Hefei. Hong Wensong, deputy general manager of the company, told reporters that Anhui has a good natural condition to make the garment industry bigger and stronger. For example, there are many workers in the garment industry and many designers in Anhui, but the formation of the industry needs a process.

Hong Wensong analyzed that at present, the provincial capital was founded.高端品牌的服装产业氛围还未形成，主要是因为缺乏配套产业链，一些配辅料在合肥遍寻不着，影响了部分企业的积极性。“我们的设计师一个星期去一趟上海，有时候只为寻找一粒合适的纽扣。 ”洪文松说。

In addition, in order to create a brand, for small and micro enterprises in general, the financial problem is a great handicap. Hong Wensong told reporters that high-end. Clothing industry It is a highly demanding industry. At present, his company spends about 10000000 yuan on research and development every quarter, and every company has to spend about 1000000 yuan on opening a brand store. "However, the limited funds of ordinary small businesses can not afford more funds to pave the way for licensing." {page_break}

In the design, production, marketing and other links, heavy gold has been smashed, and the quality of clothing has been improved. Hong Wensong told reporters that the company produced a thin coat price of more than 3000 yuan. Therefore, in Hefei, this fashion brand only entered Jinying, Ruijing and so on. High-end shopping malls 。 "We have our own catch up targets, such as several well-known high-end ladies wear in China. Where do they go to open the counter, then we will follow. While learning the advantages of others, while adjusting the business strategy, ensuring the same quality, make certain concessions in the price, so gradually gained some market share. Hong Wensong said. However, the high-end women's clothing company, which is based in Hefei, is a "fragrant flower in the wall" when expanding the market. "We now have more than 30 stores in the country, including 7 in the province. Last year, the total sales volume of the company was about 100 million yuan, but the sales volume in the province was only 30 million. " Hong Wensong said, the reason is that some shopping malls and consumers in the province believe that local brands are not in the same grade.

Take measures to upgrade industries

In recent years, the garment industry in Anhui has made some achievements. According to the data from the provincial Garment Manufacturers Association, in 2005, the total output of clothing accounted for only 0.76% of the total output of the country, ranking sixteenth in the country. In 2011, the total output of clothing accounted for 1.84% of the total output of the country, ranking eleventh in the country. "However, because of the weak foundation of garment industry and weak market competitiveness, there are still many problems and difficulties encountered at present." Provincial clothing trade association responsible person said.

According to incomplete statistics, there are about 2 enterprises in the textile and garment industry of Anhui Province, but most of them are foreign trade processing enterprises, and there are few enterprises with independent brands. Insiders admit that behind the small and scattered industry is the weakness of the financial strength of garment enterprises. Because of their small profits and weak foundation, they are unable to implement industrial upgrading. This directly determines the scarcity of well-known clothing brands. It is estimated that the cost of producing a brand garment only accounts for about 8% of the selling price. If most garment enterprises only stay at the lower stage of the foundry production, they will not be able to share the profits gained by the brand growth.

"Next, we need to push ahead. Real economy In particular, the transformation of foreign trade processing enterprises promotes the production and marketing interaction of the real economy and encourages the brand building of the real economy. Chen Jiegeng, Deputy Secretary General of the provincial clothing trade association, said that Anhui will convene a conference on textile and garment manufacturing, focusing on the establishment of industry development fund and building up a financing platform to solve the financing problem of garment enterprises. It is reported that a number of banks have contacted the provincial clothing trade association to reach a cooperation intention.

Brand clothing industry park is an important platform. According to the responsible person of the provincial clothing trade association, at present, Anhui has 4 state-level textile and garment industrial bases. "We will support Suzhou's textile and garment industrial parks and other key projects under construction. In addition, we will also build garment parks in Mengcheng and other places, undertake industrial transfer, establish brand incubation base and business base. Chen Jiegeng said.

The establishment of local brands and the implementation of industrial upgrading require relevant departments to work together. The responsible person of the provincial clothing trade association said that it plans to integrate all aspects of strength and resources, such as the "enterprise hospital" composed of government departments, financial departments, clothing industry leaders and scholars, so as to solve the practical problems for the clothing entity economy inquiry.