Fujian Brand Shoes And Clothing Innovative Brand Prized The International Market

Since the second half of the year, the small and medium-sized shoe and clothing enterprises in Quanzhou have begun to face sluggish external demand, appreciation of the renminbi and rising domestic production costs. financing It is difficult to wait for reality and gradually fall into the dilemma of "internal and external troubles".

In recent days, a reporter has found that using innovation to win the market has become a large number of small and medium-sized enterprises in Quanzhou. Shoes and clothing enterprises The consensus of survival and development.

Introducing new technologies to pry open the international market

Shishi, with an area of only 160 square kilometers, distributes nearly 2 kinds of small and medium-sized manufacturing enterprises. Among them, it is famous for its textile and clothing.

Affected by environmental changes at home and abroad, especially in recent months, the European and American debt crisis has enveloped European and American customers. Sharp decline Shishi's small and medium-sized enterprises' orders have "shrunk".

Gage, formerly the main producer of T-shirts and textile garments, has just launched a "cold transfer printing fabric" production project just a few days ago, and is going to Shanghai to attend the "Shanghai international textile and garment fabrics Exhibition". The purpose is to pry open the international market.

Gage, who produces traditional T-shirts as the main business, why suddenly "foot in" new fabrics? Chairman Wang Yanzhu said: "at present, the net profit margin of the whole industry has dropped to about 3%, and after introducing new technologies, according to the current situation, the profit margin is not less than 15%, and because of low carbon and environmental protection, it can smoothly enter the market of developed countries."

　　 energy consumption Traditional households embark on Energy Innovation

At present, the profits of traditional industries such as textiles, clothing, shoes, stone and other traditional industries in Quanzhou are becoming thinner. Many small and medium-sized enterprises, which are traditional industries, have realized that energy innovation will be one of the breakout strategies.

In Dehua Yongde letter ceramic company production workshop, reporters found that the entire workshop can not see a piece of broken porcelain. "Adopting low temperature once firing technology of environmental protection ceramics can reduce energy consumption by 25%, and at the same time, the qualified rate of products is almost 100%, and the service life of kiln and kiln furniture can also be prolonged." Guo Shanyu, general manager of the company.

And Shishi Qingyuan company was originally a local traditional dyestuff enterprise. At the beginning of this year, the coal water slurry mixed power generation technology was first adopted in the industry to reuse the waste dyes. "This alone reduces energy consumption by about 25% per year, and the average sales profit margin is increased by more than 4 percentage points." Chairman Wang Qingyuan said.

OEM processing industry creates brand and expand market

Another problem facing foreign trade enterprises such as shoes and clothing in Quanzhou is that the traditional OEM (OEM) mode allows enterprises to be at the lowest end of the "smile curve", neither brand nor channel. discourse power 。

To this end, Jian Jian, ye Bao, Dina, Hua Fei, Kai Lai, Hao Jian and other leading enterprises have independently created corresponding brands, and set up brand promotion departments specially, or employ professional brand consultants to carry out all-round promotion of enterprise brands.

In this year's three session of the Canton Fair, in order to solve the dilemma of declining purchasing power in the European and American markets, Shishi foreign trade enterprise changed its previous specialized OEM (OEM) mode, narrowed the proportion of traditional European and American markets, launched its own brand, and developed new markets such as South America.