Eliminate backward production capacity to resolve the massive stock of Zhejiang garment industry "life and death" Breakout
Summary: Located in the southeast of Hangzhou five fort, because once famous everywhere garment processing plant in the province. Five years ago, the village garment industry peak value, the processing point of more than 900, annual production of 60 million garments. Today, instead of a quiet noisy, more than half of backward technology and equipment, innovation is not strong "low small, scattered," plus workshops initiative to withdraw from competition in the market, driven by productivity transferred to a new industry cluster.
Located in the southeast of Hangzhou five fort, because once famous everywhere garment processing plant in the province. Five years ago, the village garment industry peak value, the processing point of more than 900, annual production of 60 million garments. Today, instead of a quiet noisy, more than half of backward technology and equipment, innovation is not strong "low small, scattered," plus workshops initiative to withdraw from competition in the market, driven by productivity transferred to a new industry cluster.
Five warburg change, just change the clothing industry puzzle corner. By the global market downturn, rising labor costs, the impact of Internet sales and other factors, Zhejiang garment industry by the "rapid expansion" into the "excess capacity", "high inventory," the crossroads, a garment industry supply-side reform is urgently needed.
Blind expansion led to overcapacity
Processing model can continue to survive?
A farmers house, 10 sewing machines, but up to 20 garment workers, Hangzhou garment processing pattern started in the late 1980s, products are mainly exported. After the year 2000, with the continuous expansion of Hangzhou Evergreen wholesale market, "Hang send clothing" quickly occupied the domestic market, "low small, scattered," the processing workshop also will be booming.
Wherein Peng port WUBAO, Qibao village, due to low rents, convenient transportation and rapid processing gathered from more than 1,600 points. At the same time, the number of garment enterprises in Hangzhou city from 2005 to 1400, soared to 2010, 2400; garment workers from 14 million in 2010 to over 30 million people.
"Looking back, this process is blind expansion." Hang faction Women's Chamber of Commerce chairman Zhang Yi told Zhejiang Online Reporter, garment processing threshold is low, less investment, relatively high profits. Just five years, a lot of resources flock WUBAO, Qibao, make clothing production increased more than doubled. However, limited market demand, by 2012, the global economic downturn, the electricity supplier mode changes and other effects of clothing orders began to decline year by year, plus workshops bear the brunt.
Fort made five years garment processing Sichuanese Po sister told reporters that the current village garment processing enterprises to reduce by 900-500:. "'ve Done a piece of clothing to earn 15 dollars, half of profits now earn up to 8 dollars to get rid of rent, utilities, labor, barely profitable. some plant one week only one or two orders, doing dozens of pieces of clothing, hold on too hard. "
"Fast market changes, so that within the industry by surprise." Hangzhou CPPCC members, Shen Su Li Xin Chen costumes chairman explained overcapacity: "The global economic downturn reduced consumer demand for apparel Internet sales model, to suppress the holly market. wholesale channels. reduced exports, a large number of enterprises to domestic sales, intensified domestic competition competitive disadvantage garment enterprises, naturally became excess capacity. "
A set of data also shows that the traditional garment industry is experiencing winter: in 2014, above-scale garment enterprises in Hangzhou, the sales value of 28.5 billion yuan, down 1.35%, the first negative growth. By 2015, regulations on clothing enterprises in Hangzhou sales output fell 0.77% again.
Meanwhile, according to Hangzhou City Commission by letter to statistics, a total profit of garment enterprises dropped 39.65 percent, and there has been a loss of 24%. Extensive garment manufacturing model, apparently no longer suited to green, efficient development requirements, eliminate backward production capacity become a trend.
Measures to crack:
Eliminate backward production capacity combined with the development of new industrial clusters led SMEs
2015, Zhejiang proposed to build "seven one trillion industry", the fashion industry is one of them. How to make clothing manufacturing rejuvenated? Promote information technology and intelligent design production, to become long-term goal.
In Hangzhou, with the "low small, scattered," plus workshops and gradually withdraw from the competition, Xiaoshan, Yuhang and other places have produced a new garment processing clusters. Unlike the previous "
Fighting each other ", the new cluster have the resources, capabilities, services, and other advantages radiation effects, pushing to develop more suitable for SMEs.
"Processing of the road has come to the head, the same will not do." Sister Pu told reporters that she is planning to move together with their peers Yuhang, set their respective advantages, strive for more Taobao Order: "winter design has got, as long as quality to keep up, do more 'explosion models', the second half of business will certainly get better. "
. "Integrate out small businesses, the overall image of Zhejiang garment industry is also very favorable" Shen Su Li support the "Alliance Mode" to enhance competitiveness: "In the past small businesses do not want to work in technology, design and brand, just keen to grab market run sales, so Zhejiang clothing has become synonymous with middle and low. now the market is forcing enterprises to enhance the design, improve quality, Ebb Tide can hone class brand. "
Labor costs, improve international competitiveness decline
Labor-intensive industries how to maintain profitability?
Unlike WUBAO workshop-style processing point, Hangzhou Qiaosi garment industry has begun to take advantage of the cluster. More than the size of the export enterprises and H & M, Zara, CABI and other international brands to reach a long-term cooperation and achieve market growth of foreign trade orders. However, increase labor costs, has forced corporate profits deeply.
"By 2015, the company's sales of foreign trade increased from 70,000,000 to 1 million annual growth rate remained at about 30%, but profits can be difficult to grow." Dongxing Garment former general manager Wu contention told Zhejiang Online Reporter, currently foreign trade clothing only 5% profit margin orders:. "for the manufacturing and competition in Southeast Asia, we can only put aside profit, as customers hold wage costs rising international competitive advantage has become increasingly smaller."
According to Joe Division Street, in 2005, the Division of Human Resources Joe cost per garment industry was 2,500 yuan in 2010 increased to 4,000 yuan per person in 2015 increased to 7000 yuan again. Excessive expansion of production capacity, garment workers lie in increased demand, accelerating wage increases. Industry gathering area, job advertisements everywhere for many years, many words have yellowed. Garment enterprises "recruitment difficulties" has become a common phenomenon.
"Hangzhou high cost of living, even if wages earn 6000 dollars per month by the end of the number also save any." 90 Cut from Hunan Wang told reporters that he and his girlfriend plan to return home after looking for work: "Maybe another industry, maybe open a shop. "
Measures to crack:
Build their own brands to achieve industrial transfer
"Improved living standards, rising wage demands is an inevitable trend. In order to maintain the international competitiveness of enterprises in Zhejiang have to improve the manufacturing process." Hangzhou relevant staff appointed by the letter describes, located in Xiaoshan Hempel (China) company has a complete set of intelligent garment production lines, automatic cutting, automatic ironing and other technology is a global leader: "Achieving the machine after substitutions, Hempel's global orders continue for many years, are due to undertake high-end apparel manufacturing, the profit is considerable."
At the same time, the profit distribution structure for the clothing industry: 40% of the design, marketing 50%, only 10% of production. Grasp only production processes, apparently unable to get more profit. Initiative to create a national brand, "do not do the wedding dress for others" to be an export business breakthrough. For example, three-Garment company, launched "LIMAKA" brand, hoping to gradually replace export orders.
Shifted their production bases to the western region and abroad, it has also been put on the agenda of Zhejiang clothing enterprises. "Cross-border investment, production capacity will be directed abroad cooperation and rediscover human resources, after all, a choice of economic structural adjustment." National Development and Reform Commission regional economic expert told Zhejiang Online Reporter Shi Yulong, is rapidly advancing "along the way" national strategy is very beneficial to the international market, but also provide ideas for the transformation of Zhejiang garment industry.
Peng port seven fort, more than half "low small, scattered," plus workshops initiative to withdraw from competition.
Clothing chain inventory crisis mode change
How to create a brand "all channel" marketing?
Industry winter, the impact of large brand enterprises equally great. Due to overcapacity, a large backlog of clothing in the sales cycle, forming a huge inventory backlog.
According to the National Bureau of Statistics released data: in 2013, ending the country's total wholesale clothing inventory was 61.362 billion yuan. By the end of 2014, once again raise the total inventory of 80.924 billion yuan. Insiders analysis, the current national inventory of clothing is enough to supply 1.3 billion people a year wear.
"High inventory argument is not an exaggeration." In a ranking within the top ten Hang send clothing brands, assistant to the chairman Lee told Zhejiang Online Reporter, rely on traditional franchise model, sold only about quarterly clothing 70%, and the remaining 30% are converted to inventories.
"So last year we sold 1.5 billion clothes stock has reached 3 billion yuan, almost offset all the profits. The longer the distribution chain, the stores open, the more severe inventory backlog." Mr. Lee said, the crisis has become a chain stock clothing brand common "black hole."
In Wenzhou, Zhejiang famous brand "Metersbonwe" as an example: At the end of 2014, its stock reached 1.435 billion yuan in 2015 full-year loss more than 400 million yuan. Wenzhou enterprises with "Semir dress" last year, inventories reach more than 20 billion yuan. The once thriving clothing Franchise mode, urgent "Internet +" change.
Measures to crack:
Release Brand factory store large data management Precision Manufacturing
To digest inventory, known garment enterprises are exploring the establishment of "factory store": In Qiaosi Sanxin Industrial Park, Yi Fuli brands such as the creation of "Outlet" in processing plants, women mostly below one hundred yuan sold. Women in Xiaoshan Industrial Park, South commoner brands to 90% off promotion, Hempel also introduced a high-end clothing exports. Xiasha Economic Development Zone, three-color brand invested more than 700 million, launched a collection of factory-style stores, the introduction of Younger men's, children's clothing and other brand Xtep plans to stock clothing attraction effect, stimulating the commercial real estate development.
Internet Big Data technology began to be used clothing sales. Zhuoshang three-color brand in the erection of "all channel marketing platform," the entity outlets, Lynx shop, factory shop and the company's inventory data connectivity, online and offline to achieve uniform rationing. Line manager Zhang Qiang told Zhejiang Online Reporter: "In the future we will garment production at a minimum, according to market demand to make up a single reproduction of the store become the center of the shopping experience, customer satisfaction try, can be a single in-line, direct mail home. "
As the "fashion industry in Zhejiang Province Development Plan" that the garment industry in-depth implementation of the "electricity supplier for-market" to encourage enterprises to accelerate the development of e-commerce, and actively explore Try offline commerce emerging e-commerce model. Speed up the traditional business and professional street market upgrading, create a number of product design, display, travel, experience, and so one of the trendy shopping "street, gallery, museum, shop, field."
Many well-known brand garment factory to launch factory stores to stock clothing attraction effect, stimulating the commercial real estate development.