Textile and clothing enterprises upgrade and transform: Products must hold the market’s hand
“Can you tell the difference between this piece of clothing?” A clothing exhibitor told reporters, pointing to a signature short-sleeved shirt hanging in a conspicuous place in the booth.
The exhibitor introduced to reporters that this is a new style designed by their company this year. “This piece of clothing is looming, with alternating plaid and light and dark patterns, which has a variety of visual impact. Designs with different and alternating patterns like this used to use two materials sewn together to create an alternating effect. Ours is It is made from a piece of fabric, and it is dyed first and then made into garments.” However, this exhibitor did not report any orders for their new clothes with unique design and high-end fabrics. “High-end clothing that embodies R&D and design is naturally more expensive. My dress costs 18 US dollars. But the price range accepted by many foreign businessmen is only 3 to 5 US dollars. If you ask for 8 US dollars, they will turn away and leave.” This exhibitor A rueful shrug.
During several days of interviews, the reporter found that the vast majority of clothing companies are OEM manufacturers, and only a handful have their own brands. “Taking the brand and design R&D route does not necessarily mean good sales. It still depends on market demand.” An industry insider who did not want to be named concluded.
Follow the market in the clothing exhibition hall. In addition to large-scale processing companies that can attract merchants, more distinctive and relatively low-priced standard stalls can attract the attention of buyers.
Similarly, at the sports stationery booth, the reporter found that this year’s exhibitors had a unique feature: many stationery were marked with the “DIY” symbol, and some merchants were interested in trying to make and design stationery by themselves.
“Companies that add DIY components are very smart. They are not building brands or doing research and development. They do not have such strength and scale, but they have firmly grasped the market characteristics and customer needs.” The above-mentioned industry insiders told reporters.
Most of these stationery supplies are exported to Europe and the United States. The economy in Europe and the United States is in recession. Many people have more time to stay at home and prefer to do DIY things. “Stationery exhibitors have keenly captured this feature and have seized this opportunity very smartly to launch distinctive products at the Canton Fair. This does not require investing a lot of money in research and development and branding, but only requires smartly following the market. “This industry insider told reporters, “Many times what we need to refer to is the market full of variables, rather than the unchanged conclusion.”
The same is true for clothing and textile companies. A person in charge of a garment company told reporters: “When there was no financial crisis in the past two years, we were also committed to upgrading and transformation, increasing the added value of clothing, engaging in research and development, and creating designs. As a result, foreign businessmen turned around and left when they heard that the prices were high. We Selling high-end fabrics, but the two high-end fabrics, fur and silk, were unsaleable and sold poorly. These two high-end fabrics were also the worst-selling categories in the industry that year. Ordinary cotton fabrics sold well in European and American markets. It is this kind of fabric that is in demand in large quantities. So how to upgrade and transform is not a matter of just patting your head, but you still need to carefully study the market and demand.”
Low-end, low-price, not low-quality “In the medium to long term, textiles with technological contribution and brand contribution will account for an increasingly higher proportion of exported textiles.” Wang Yu, vice president of the Textile Import and Export Chamber of Commerce, accepted The reporter said in an exclusive interview.
But Wang Yu also said that high-end textile products felt like sitting on the bench during the financial crisis and did not catch up with the good times.
“It is difficult for Chinese brands to enter the market.” Wang Yu said, “On the other hand, from an overall perspective, the technological content of China’s textile and apparel has been improving.”
Wang Yu said that the textile industry is neither a sunset industry nor a low-end industry. The technological content and innovation of many of its product categories exceed those of other industries. “From printing and dyeing to manufacturing to adding other designs, the technological content of textiles is already very high. From the mid- to long-term trend, the technological content of textiles has been on the rise. But now that we are encountering the financial crisis, it has been affected to some extent. Foreign high-end Consumption has become mid- to low-end consumption, and orders have naturally become mid- to low-end orders. As a result, product prices have come down, and so have the grades. Only when the main foreign consumers, the middle class, regain their purchasing power or resume consumption Only with confidence can high-end textile foreign trade be developed.”
Wang Yu also said that if the company cannot get orders, there will be no funds to withdraw, and there will be no sufficient funds to back it up, and the company will not be able to spend money for research and development. “Textile companies are still spending the winter, but they want to avoid going bankrupt and can produce mid- to low-end products. Development should be put aside first.”
At the same time, Wang Yu also emphasized: “Low-end and low-price do not mean low-quality. There are different understandings of low-end and low-end. Low price, low quality or low-end are three different concepts.” Wang Yu believes that the same The product used to be mid-priced, but now the price has been reduced by more than 20% due to foreign orders.�It may become a lower price. “There used to be more patterns, but now there may be fewer. For example, the original embroidery pieces are no longer needed, and the original high-end fabrics have become mid-range fabrics, which means it has changed from high-end to mid-to-low-end. But low-priced and low-end are not low-quality.”
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