Jinjiang Clothing: Scramble For 300 Billion Yuan Market And Try To Break Through Many Channels

"The company is planning to launch a new business."

Cai Zhuolong, chairman of Dragon International, told reporters that the company is currently working with a European company.

With the cooperation of customized enterprises, the company is about to start work clothes customized business.

At present, the two sides have passed the investment plan and are exploring the new business.

Jinjiang, with the name of "brand capital".

Is it possible to become a new growth point in the apparel industry? Is it known as the new business of the "clothing" customization? What is the survival status of the local industry?

Scramble for 300 billion yuan market

There is another name for work clothes, "professional fashion".

It is an embodiment of corporate culture, not only reflects the spirit and appearance of employees, but also reflects the cultural connotation of enterprises. More and more enterprises and institutions begin to attach importance to the work clothes customization.

In recent years, from government agencies to law enforcement departments, from research institutions to industrial and mining enterprises, from financial institutions to service industries, from primary and secondary schools to defense forces, logistical support has begun to market gradually, and the market of professional wear has begun to expand.

According to industry sources, there have been authoritative estimates, domestic occupations with more than 300 billion yuan of market capacity, and a large part of potential orders have not yet marketed.

Chen Zhitian, chairman of Jinjiang kaisar Wang Garments Co., Ltd., revealed that some large-scale enterprises will have budget for uniformed customization every year, and many large scale enterprises in Fujian region are also among them.

According to the insiders, only in the Fujian market, according to incomplete statistics, there are more than ten billion Fujian's tailor made market.

Moreover, in the Fujian market, most of the garment customization enterprises belong to the middle and low end. Most of the products are factory clothes for the first line workers. The high-end orders of the management uniforms have been basically included by the seven wolves, nine herdmen, and rich birds.

Embarrassment of order outflow

"However, even if the amount of more than ten billion yuan, Fujian local enterprises have taken one or two billion, and the rest have been taken away by other provinces, especially Wenzhou, Zhejiang.

This is the root cause of the whole local work clothes market.

The industry insiders said.

Wang Weijie, deputy general manager of Quanzhou, said that most of the clothes customization enterprises in Japan can not accept high-end orders, which is closely related to the concept of business owners.

"When most owners customize clothes for managers, they will pay more attention to brands and natural orders will fall into the hands of brand enterprises.

If the owner does not value the brand, we can do the same quality.

Wang Weijie said.

Chen Zhitian analyzed that a lot of work clothes were custom-made orders outflow, which is closely related to local enterprises' unprofessional awareness.

"Wenzhou's enterprises have an advantage in high-end customization. Fujian's clothing customization is developing slowly. Most enterprises are making brand terminals. Even a few of them have customized business, but they are also terminal oriented.

And Wenzhou is different. Their businesses are committed to tailoring their clothing and have accumulated a lot of time in customization. They are not only experienced but also well-known.

Chen Zhitian said that larger, more standardized businesses need to compete for orders, especially high-end orders, and the bid has blocked many businesses.

"Bidding requires enterprises to have good qualifications, such as the amount of registered capital, the degree of style and technology, and so on. Each item will be scored, and the single registered capital will baffle many enterprises."

Chen Zhitian told reporters that almost all of the competitive bidding sites of big enterprises will have such brands as Wenzhou, Mongolian, and the birds.

A multichannel attempt to break through

In order to recapture the market, local enterprises such as Dragon International began to make a new way to seek breakthroughs through various channels such as B2B mode.

"Start B2B as one of the channels to develop customized business."

Cai Zhuolong said that clothing customization has two outstanding advantages. First, there is no inventory, because it is customizing, and how much customers need to do, even if there are some basic funds that did not sell at that time, it has nothing to do. In the coming year, it can continue to sell, because there are demand every year in the basic section. Two, there is less advertising to be invested, and the advertising investment of B2C is more than 20% every year, while B2B's annual advertising investment is basically 7%~8%.

Cai Zhuolong's views have been recognized by many local garment manufacturers, such as Kaiser Wang, Bai Shi Jia, search wolf import and export trade.

They all say that the work clothes are customized to face the unit rather than the consumer, and the controllable factors are more.

"

Enterprises are basically the mode of order meeting. The next season's products are pre ordered, but they are affected by various uncontrollable factors such as weather and so on. This is the most troublesome problem in the clothing industry, and the customization of garments will not.

But there are shortcomings in the market. "

Chen Zhitian said.

Mr. Chen, the head of search and import and export trade, said that developing customers is a key link in clothing customization. Its foreign orders received through the network have brought great profits to them.