Pinghu Garment Enterprises Staged "Red Sea Pformation Breakthrough"

"An area of 220 mu, output value of 300 million yuan, 2700 employees, an area of 40 mu, the output value of 1 billion yuan, 700 employees."

Looking at the business report for the first 10 months, Li Jinxi, chairman of Pinghu jianjianfeng group, who has been working for clothing for half a lifetime, is filled with emotion: "the survival of the garment industry is difficult, and pformation is the only way."

In fact,

Wages! Reduce consumption! RMB!

Three big mountains of garment export enterprises?

As a garment enterprise with a history of more than 20 years, Jin Jianfeng group began to try to enter the photovoltaic industry at the end of 2008.

After commissioning last year, the annual output value reached 200 million yuan, and this year it is expected to reach 1 billion 300 million yuan.

New production lines are still being launched, and next year's target will be 2 billion 500 million yuan.

In a short span of two years, as a leading industry in Jin Jianfeng group, the position of clothing is fading.

In Pinghu, more than 95% of garment enterprises are producing OEM for international brands, with an annual output of 300 million pieces, more than 1000 enterprises, and huge volume of production and sales. Pinghu has a lot of auras such as "China's clothing pnational procurement industry base" and "China's export garment manufacturing city".

Today, the aura remains unchanged, but social change has pushed the garment industry to the cusp of adjustment.

In the 2008 financial crisis, Pinghu's clothing industry, which had long been dependent on exports, was in danger of being destroyed.

Despite the improvement in the macroeconomic situation at the end of last year, the clothing industry hit bottom and rebounded, showing a beautiful "V" reversal.

However, under the red hot production situation and a steady stream of orders, the owners of garment enterprises have clearly felt that the fire of today is far from the past.

The pressure of rising labor costs, RMB appreciation, energy saving and competition intensification and other unresolved pressures are constantly reducing the small profit margins of enterprises.

Escape from the havoc of the financial crisis and escape the fate of losses? This is an unknown number for many garment enterprises in Pinghu.

Sunrise industry? Sunset industry?

The clothing industry is at the end of the road?

The bloodless clothing market is like a red sea, which is brutally fought. It has made the clothing enterprises feel fear and has also injected the power to break out of the garment industry.

In recent years, the impulse of pformation has been internalized into the action of enterprise pformation, and has gradually formed the path of pformation and upgrading of the garment industry with "four turn and two refinement" with Pinghu characteristics, that is, to enter the new field, pform industries, take off the brand of clothing, pform the base of the territory, pform the virtual reality into the flat platform, refine the management system and refine the product market.

Jin Jianfeng group, a pioneer in the spring river heating industry, has been undergoing industrial pformation in the new field. At the same time, the Huacheng clothing company, which invaded the cultural and creative industries, has also tasted the wine of pformation. In 2005, Huacheng fashion company invested 7 million 500 thousand yuan to shoot a 24 episode TV series "heaven and earth true feelings". It began broadcasting on the Shanghai TV comprehensive channel in September this year. Its audience ratings have been successful. It has been widely praised. Hebei satellite TV and Shenzhen satellite TV have also purchased the copyright and will soon be broadcast.

OEM?

Where are the long legs of garment enterprises?

Although the implementation of industrial pfer can fundamentally solve the troubles in the growth of the garment industry, it is faced with enormous risks and challenges to invest huge amounts of money into a completely unfamiliar field, and more enterprises choose to find long legs to supplement short legs.

"Clothing is a necessity in people's life, so the clothing industry will never be a sunset industry."

Zhong Qiang, general manager of Ni Lai Ya clothing company in Pinghu, believes that the clothing industry has not gone to the end of the road.

For the garment enterprises that have long been processing and producing for international famous brands, their mature production technology and management system are all long legs of enterprises. The key is how to exert long leg effect.

As early as 2004, the company began to create its own brand "Ni Lai Ya", targeting the 35 to 45 year old women.

At present, the company has set up more than 30 stores in Hangzhou, Anhui, Shanghai and other places, and its products have been gradually recognized by the market. This brand has also started to turn from the investment type to the profit type, and the product profit has increased by 3 times than the OEM.

Although its popularity is still limited, Zhong Qiang is still confident of his future development. He hopes to create a famous international clothing brand.

The annual output value of a "Semir" brand without a manufacturing enterprise is almost equivalent to the output value of garment enterprises of 252 regulated enterprises in Pinghu.

For Pinghu clothing enterprises which have long been dealing with international famous brands, the profit and development space after licensing is obvious.

"Changing the OEM as an original brand" is becoming an important way for many garment enterprises to expand and develop new space.

The brand "women's clothing" developed by Pinghu Yongcheng garment company has been sold on 25 supermarkets and supermarkets in the country, and its sales performance is better.

Many clothing brands such as "Yue Lai Chun", "Yi Jia Lin" and "Yi Si Jia" are emerging and entering a growing period in Pinghu.

Entity! Network!

How can we complement each other?

After the baptism of the financial crisis, it is also faced with the embarrassing fate of internal worries and difficulties.

No turning around, how should we turn? All kinds of contradictions finally focus on "profit".

It is not easy to change risks and create brands. Wages can only rise and fall.

On the road of pformation, it is undoubtedly the least profitable way to tap the potential, to reduce costs by refining management, to segment the market accurately and to develop e-commerce platforms.

Rome Zhong Wang clothing company takes measures to train employees continuously in management, enhancing employees' sense of responsibility and belonging, and implementing single garment management in production management, so that the profit of enterprises has increased by 30%.

By the combination of Western Halloween, Christmas and other Chinese holidays, eBay costumes are tailored for children aged 3 to 10.

At the same time, many enterprises also turn the sales platform from the entity to the network, and implement the effective combination of network and entity.

In view of the fact that the network sale price is lower, Ni Lai Ya company further divides its products, the high-end products are mainly sold in the physical stores, and the online shops are the middle and low end products.

The "wake up network", which is developing in Rome, has also broken the customer's regional restrictions for enterprises, and has received orders from all over the country, forming a huge potential customer base.

Relocation base

Last embarrassing choice of clothing enterprises

In recent days, Li Baisheng, chairman of Tongxin Garments Co. Ltd. of Pinghu, runs to Pinghu and Anhui Xuancheng.

In Xuancheng, he invested nearly ten million yuan to set up a garment processing base.

Li Baisheng said that foreign investment can not only meet the needs of labor, but also save labor costs.

It is probably the most embarrassing choice for Pinghu clothing enterprises to seek development space, open up new territories and implement strategic pfer.

At present, only more than 10 garment enterprises in the Dushan port area of the city have chosen to pfer industries to the central and western regions.

For enterprises, it is possible to achieve the best allocation of resources and enable enterprises to obtain relatively cheap human resources costs and land costs.

The market is merciless, and the market mechanism of the superior and inferior market is playing its strong judicial power all the time.

In the choice of life and death, the clothing industry in Pinghu is experiencing a great change of "shuffle".

Behind this "Red Sea pformation breakthrough war", which way is the most suitable pformation path for enterprises? Who will laugh until the end?