Textile and garment enterprises: adhere to differentiation strategy and seek opportunities for development amid crisis

Textile and garment enterprises: adhere to differentiation strategy and seek opportunities for development amid crisis

“Now we have more orders than we can handle, and we are very confident about the market in 2009!” said Gao Dekang, chairman of Bosideng.

Affected by the international financial crisis, my country’s textile and garment industry has faced unfavorable market conditions since last year, but there are still some leading companies that have achieved growth against the trend. Bosideng, the representative company among them, has not only consolidated the market sales of its flagship product, down jackets, but also actively expanded the production and sales of branded men’s clothing. In September 2008, Bosideng men’s clothing store opened in the UK. As far as Bosideng men’s clothing is concerned, sales in 2008 doubled compared with the previous year.

At present, 20% of large and medium-sized enterprises in the textile and garment industry have advanced technology and brand advantages, and firmly occupy 80% of the domestic market share. Discovering and cultivating favorable factors in adversity have enabled these companies to “fly against the wind”.

Concentrate on strengthening core characteristics

Zhang Jiangping, chairman of Ningbo Peacebird Group, said that Peacebird’s annual sales in 2008 are expected to exceed 3 billion yuan. “By 2010, the goal of sales exceeding 5 billion yuan will be almost unaffected.”

What is the “secret” of Peacebird’s victory? “Difficulties and crises still contain development opportunities. Our choice is to base ourselves on uniqueness and professionalism and write articles that are different from others.” Zhang Jiangping said.

Peacebird has a unique business philosophy of “not making clothes but making fashion”. Zhang Jiangping’s explanation for this is, “Customers buy clothes to satisfy their inner needs for fashion, so we make fashion rather than just clothing.” It is precisely because of the importance of clothing in carrying and expressing fashion elements that PEACEBIRD invested in the former China Textile University The Peacebird Fashion Women’s Clothing Design and Development Center was established, and currently the center designs more than 4,500 styles of clothing every year. “It usually takes two to three months for traditional clothing companies to start from when a new fashion trend becomes popular until ready-made clothes are put on the shelves, while PEACEBIRD only takes 35 days.”

Peacebird’s marketing model is also very unique. In October 2008, Peacebird introduced street fashion into men’s clothing design and launched the concept of “urban affordable fashion and leisure”. This strategy led to an 83% increase in sales. At the same time, seizing the opportunity of the rapid development of online shopping, Peacebird established Magic Fashion Clothing Co., Ltd. with online sales as its main business. When the online shopping company opened, its sales reached more than 2 million yuan.

Focus on brand cultural connotation

Haoheng Garment Co., Ltd., which started in Humen, Guangdong, mainly exports clothing. Under the pressure of a sharp decline in export performance last year, Haoheng decided to transform and open up the domestic market for the company’s existing independent mid-to-high-end men’s clothing brand G.I.

Regarding improving the cultural connotation of the brand and clarifying the market positioning of the brand, Zheng Jianpei, chairman of Haoheng, believes that fashion and personalized clothing, especially fashionable men’s clothing, do not yet have large-scale enterprises in China, “Haoheng decided to develop this market.”

After researching market segmentation, Haoheng set his sights on urban young people aged between 25 and 35. “This consumer group is like a fashion-forward clothing consumption circle that prefers coffee culture. Vitality, creativity, and taste are the dressing concepts this group wants to express.” Zheng Jianpei said that the G.I brand has launched a new fashionable and simple, Casual yet respectable professional clothing.

The gradual expansion of the domestic market has allowed Haoheng to experience the importance of building, operating and maintaining a brand. Quality first and the implementation of 100% product inspection further ensure that the brand enjoys high brand loyalty among consumers. At present, Haoheng G.I stores have spread all over Guangzhou, Shenzhen, Wuhan and other cities. By the end of 2009, it plans to develop to 500 stores.

Improve the technological content of products

After the Spring Festival, good news came to Youngor Group on the day it started construction: in the first half of this year, the orders of all the group’s production companies are fully booked!

Innovative improvement of fabric production technology has always been the main task of Japan-China Textile Company under Youngor. In 2008, the company’s super-new, non-iron fabrics were included in the National Torch Plan project, and four other fabrics were also included in the list of key new products.

Rinzhongbo has also established a huge color yarn library with nearly 20,000 colors. When communicating with customers, the other party’s designer can directly select colors from the color gauze book for proofing. This model can increase profits several times.

The hemp industry is another important area for Youngor to increase its investment in science and technology. According to reports, hemp fiber is a typical functional, environmentally friendly and rare textile fiber. At present, Youngor Group has developed and produced hemp test-market products such as socks, shirts, suits, pants, and underwear. It will also be held at the 2009 China International Clothing and Apparel Expo. A centralized display of 160 newly developed and designed shirts.

In 2008, Youngor’s domestic sales revenue increased by nearly 20% compared with 2007, and group sales increased by 38.77%. Behind this string of numbers is the company’s continuous investment in technology for its products, as well as its unique vision of constantly discovering new growth points.

Disclaimer:

Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you findInformation reprinted on the Internet infringes upon your rights and interests. If there is any infringement, please contact us and we will change or delete it as soon as possible.

AA