Shenzhen Garment Develops In The Domestic Market Through Two Pronged Approach
As the first large-scale professional exhibition held by the Shenzhen Convention and Exhibition Center after the Spring Festival, 2009 Shenzhen international fur and leather exhibition has come to a close. Reporters learned in the interview that Shenzhen garment industry, which was deeply affected by the financial crisis, felt the test brought by this crisis, and the whole industry had undergone a process of reshuffling.
With the reduction of orders, the increase of costs and the difficulty of survival, many garment enterprises are not willing to "sleep". They hope to take the initiative to participate in the exhibition, vigorously develop the domestic market, and strive to resist this crisis.
服裝企業(yè)出口轉(zhuǎn)內(nèi)銷
"Enterprises that are able to attend exhibitions are definitely enterprises that can afford pressure." Liu Weidong, Secretary General of Guangdong Leather Association, said that the Pearl River Delta region, centered around Shenzhen, is the largest fur and leather production base in China. Affected by the financial crisis, the export of fur and leather goods has dropped dramatically. Especially after the shrinking market of traditional clothing, such as the United States, Russia and Europe, the domestic fur and leather garment manufacturing enterprises, which are mainly exported, quickly fell into trouble.
據(jù)介紹，絕大多數(shù)的皮衣生產(chǎn)企業(yè)外銷和內(nèi)銷的比例為73，有些企業(yè)甚至單一經(jīng)營外銷，在國外市場萎縮的情況下，這些外銷占比較大的企業(yè)受到的沖擊最大。但令人慶幸的是，國內(nèi)市場近年來對(duì)毛皮服裝的需求量在增加。“這為毛皮皮衣制造企業(yè)提供了新的思路。”劉維東說。
多渠道打開內(nèi)銷市場
In order to better open up the domestic market, exhibitors have racked their brains and adopted various ways to catch buyers' eyeballs.
The purpose of the exhibition is to shift the focus of marketing from overseas to China. The head of the company told reporters that the fur and leather garments produced by the dragon clothing company are mainly exported to Russia, and orders have been greatly reduced since last year, forcing them to turn their attention to the domestic market. "The main purpose of this exhibition is to collect domestic agents." The official said that in order to better develop the domestic market, he also came to the exhibition with his Russian wife. The marketing method of "pnational partner" attracted many buyers' attention.
Reporters noted that more exhibitors were using new products and new clothes to carry out marketing. For example, a large number of brand enterprises such as school, Bao Na, Cardan, Ma Tiannu and so on have adopted the new press release method to show the fashionable clothing of fur clothing this autumn and winter.
服裝內(nèi)銷潛力在農(nóng)村
Shenzhen is one of the most important women's clothing industries in China with the highest output, the largest output value, the largest brand and the most fashionable trend. At present, more than 2300 women's clothing enterprises in the city have more than 1200 independent women's clothing brands, among which more than 100 have high popularity brands in the country, and the whole industry has absorbed more than 28 million employees, creating an annual output value of more than 50 billion yuan.
Under the current situation, how can garment enterprises in Shenzhen ensure their own advantages? How to better develop the domestic market? Some experts believe that rural areas with large consumer groups should attach importance to the "rural market".
As one of the organizers of the exhibition, a professional member of the China Textile Association believes that, with the promotion of home appliances to the countryside, the retail industry has gradually moved towards the rural areas. Supermarkets and stores have come in. In the rural areas of Jiangsu and Zhejiang, we can see Lining's (10.3, -0.02, -0.19%), Anta, Tonlion and other brand stores. It is suggested that garment enterprises should continue to open up new markets, especially in rural areas.
Editor in chief: Xu Qiyun
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