Textile and apparel transactions at the Canton Fair partially recovered, and export companies used new products to win customers
May 5th is the last day of the third phase of the 5-day 119th Canton Fair. According to feedback from some textile fabrics, clothing, home textiles and other exhibitors, some transactions have shown signs of recovery this year, but exports still face many uncertain and unstable factors. The situation in some regions in the international market is turbulent. This year, my country’s foreign trade faces many challenges. The situation is complex and severe. Despite this, exhibitors are still trying to find more room for survival in the tightening market development trend.
Exploring new paths
“There will be new customers every time, and this time is no exception. In fact, it’s like metabolism, there are laggards every year, and there are also new ones joining every year.” Liaoning Chaopeng Clothing, which has participated in the 20th Canton Fair in a row. Wang Tongfei, chairman of the company, told reporters, “The emergence of new policies in some territorial countries has a great impact on some of my country’s foreign trade export businesses, especially in Southeast Asia, where labor costs are low and the special zero-tariff advantage has resulted in many orders from Chinese companies to the United States. The loss has caused the phenomenon of running orders. According to our company’s feeling, compared with the last Canton Fair, the number of buyers has decreased, especially the United States and Japan. However, there has been an increase in buyers from Chile, Brazil and other countries in South America; There has also been a slight increase in European buyers, such as Norway, Sweden, Finland, etc. Generally speaking, there has been a decrease because the number of orders from the United States has been greatly lost.”
Wang Tongfei said that the company’s main product is work clothes, and its customer base is mainly in the European and American markets, and it will be mainly European and American in the future. This year we are also considering developing new markets and new products. For example, Chile in South America has a large demand for miners’ overalls. We have been in contact with U.S. police clothing since the last fair, and have already started placing orders for this year’s Spring Fair. The company is also currently in contact with a large clothing online merchant in Europe.
Jiangsu Sumida Textile Company, which has attracted much attention for its British school uniform brand “Eton Gide”, has become a leading company in “going global” and introduced its global layout and production and sales experience at the third symposium of the Canton Fair. In 2015, SUMEC achieved a year-on-year export growth of 22.5%, and its strategic model of “small front-end, big platform” was recognized. “Small front-end” refers to a type of product that specializes in one customer or even one customer. It is conducive to growing and strengthening mainstream customers and is consistent with the company’s mainstream customer strategy. “Big platform” is used to support small front-ends. It means that the company formulates assessment and incentive plans based on clearly planned salary and shareholding systems, cultivates batches of backbones, and adopts large customer strategies and direct customer strategies. In recent years, SUMEC has opened a factory in Myanmar, set up an office in Cambodia, established a design center in the UK, and projects in the United States are also in progress.
Nanjing Hengrun Hongsu Import and Export Co., Ltd., which has transferred its low-end textile and apparel product lines to Cambodia and other Southeast Asian regions, has set up a sampling center and design center in China to develop innovative products based on customer needs and focus on the design and production of mid-to-high-end garment products. Exports have gradually opened up the high-end garment markets in Europe and the United States. The person in charge of the company said that the company has its own sample center and can customize related products according to customer needs, which has greatly improved its ability to receive orders and negotiate prices, allowing the company’s foreign trade business to achieve growth against the trend. In 2015, the export volume was close to 60 million US dollars.
Jiangsu Huai’an Meiyi Gifts Import and Export Co., Ltd. has added new products such as children’s dresses and artistic clothing this year. Since there are fewer similar products, order processing and export quotations are better than traditional toy series.
Strive to amplify the “cluster effect”
Reports from various media show that local governments, such as Guangdong, Fujian, Zhejiang, Jiangsu, Liaoning and other provinces and cities, have strengthened the “cluster effect” to find new driving forces for foreign trade exports for their respective local enterprises.
In Guangdong Province, the Shiling Leather Street in Huadu, Guangzhou has developed into a district, the Zengcheng Denim Clothing Street has organized groups to participate in the exhibition for seven consecutive years, the Sanyuanli Leather Street has gradually gained recognition from merchants, and the Chaoan District wedding dress brand in Xiangqiao District, Chaozhou, etc. Actively participating in the exhibition demonstrated the overall advantages of Chaozhou’s wedding dress industry cluster to domestic and foreign merchants. As the world’s production and export base for wedding dresses and evening gowns, Chaozhou has huge industrial advantages in terms of total volume, brand, design, processing, fashion, technology, etc. It has become a window and distribution center for the domestic market to connect with the international market. It manufactures 80 million garments every year. % are exported to more than 20 countries and regions such as Europe, America, Southeast Asia and the Middle East.
Fujian Province, with Jinjiang and Quanzhou as the main players, has established Jinjiang Brand Zone and Quanzhou Brand Zone for the first time. Quanzhou Peak Shoes Co., Ltd. alone has 18 booths this year, and its booth decoration is comparable to that of a fine decoration store. The company’s 20 foreign trade salesmen followed the expedition, including 10 people each responsible for shoes and clothing. The person in charge of the company’s foreign trade department said that there are 200 to 300 styles of shoes and clothing brought to this Canton Fair.
In Zhejiang Province, Hangzhou, Ningbo, Wenzhou, Taizhou and other cities have organized hundreds of companies to participate in the Canton Fair. Many exhibitors have actively increased product research and development, promoted independent brands, and reshaped new advantages for product exports.
��In the Liaoning Province sector, 15 companies from Xiliu Garment Market participated in the Canton Fair in the form of an industrial cluster for the first time. Sitong Weaving, Dongyue Garment, Chaopeng Clothing, etc. have participated in the Canton Fair for many consecutive years. According to Wang Tongfei, chairman of Chaopeng Clothing, Xiliu’s clothing workmanship and quality meet export standards. With relatively low labor costs, Xiliu’s products have a price advantage. “This group participation in the Canton Fair is a breakthrough. Through this platform, we can directly understand the needs of customers and learn real foreign trade business experience.” He said.
Wang Jinmu, a foreign trade salesperson at Haicheng Shengrui Garment Co., Ltd., said that European and American customers like simple and elegant styles, pay attention to details such as the cotton content of product fabrics and the quality of accessories, and price comes second; while customers from Indonesia, the Philippines and other places It pays more attention to the cost-effectiveness of the product.
Extra points for cultural and creative features
At the Canton Fair, many companies explored cultural elements and “swaped upstream” to polish “Made in China” and spawned new foreign trade growth points. In the field of traditional crafts, Chaozhou Meiji Clothing Co., Ltd. from Guangdong, its brand clothing, accessories and inlays all rely on traditional embroidery and beading techniques, and are sewn by the meticulous handwork of “craftsmen”. According to Allen Li, the person in charge of the company, the overall design incorporates traditional crafts such as Chao embroidery and Chaozhou drawing, and selects traditional Chinese flowers such as peonies, camellias, and hibiscus as patterns, making the entire product shape rich in cultural connotations. The products are exported to Europe, the Middle East and other regions. . Hongxiang Clothing Industrial Co., Ltd., also from Chaozhou, has developed a series of original works based on Chaozhou’s traditional beading technology and current fashion fabrics.
Guangdong Textile Import and Export Co., Ltd. also regards creative design as a focus for the company to break through the tight encirclement. Based on the culture imported from Europe and the United States, the company integrates traditional Chinese handicrafts such as embroidery and crochet into it, and designs products that are in line with market trends and regional culture. The person in charge of the company said that this is a way to inherit traditional culture, and it is also a way for Chinese culture to go abroad and to the world. T100 children’s clothing, which participated in the Canton Fair for the first time, presented a parent-child children’s clothing show to the attendees at the opening ceremony of the Canton Fair on May 1. The show showed sweet or warm parent-child interactions, and won attention with its unique brand style and design concept. .
Li Yupeng, general manager of Fujian Quanzhou Pengxiang Xingye Import and Export Co., Ltd., who is full of confidence in the future market, has received hundreds of thousands of yuan in sample fees from several merchants. He said that although the number of passengers participating in the Canton Fair has decreased, it has not had a big impact on the company, and orders have increased steadily. In the past two years, the company has made structural adjustments to its products, developing towards mid-to-high-end, and has also put a lot of effort into design, creativity, and research and development. Therefore, orders from Europe and Russia have increased a lot, and last year’s export volume reached more than 20 million yuan. . From “winning by quantity” to “winning by quality” and then “winning by brand” in the past, the ideas of enterprises participating in the Canton Fair have changed greatly in recent years. This is the new way for Chinese enterprises to find the warmth of foreign trade exports. .
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