Zhongxin Zhejiang Network May 13th In the third phase of the Canton Fair, the participating textile companies generally faced the “price trap†after the contract was shrinking, and the trend of “low-end†textile exports was more obvious. In the face of the market changes and shocks brought about by the financial crisis, what kind of correct attitude should textile enterprises respond to? The 2009 Spring Textile Expo with distinctive professional features gave us a sample of the photos.
Low price, low end, although not getting big orders, but Yu Jianmao is calm. "Now there are not many foreign direct orders, and it is generally held by sample goods." The general manager of Xuzhou Serge International Trading Co. said.
Yu Jianmao’s “not in a hurry†is not only to find out the rules of foreign orders, but also the confidence in his products. Only one type of product is displayed on his booth: the composite silk super black series. “This fabric is mainly used to produce black robes worn by women in the Middle East. In the past, large companies did not bother to produce, and small businesses did not produce. We cut into the big market.†Yu Jianmao said confidently, looking for similar products at the exhibition. Not the second home.
The difference between “Sirk†products is not only reflected in the market positioning, but also built on the industrial chain. “We are one-stop production of spinning, weaving, printing and dyeing. Recently, we have cooperated with a printing and dyeing company in Hangzhou. The cost of each link has been reduced to a minimum.†Yu Jianmao said that it is the price and market uniqueness and differentiation. Although the technical content of the product is not very high, he is not worried about other people's imitation competition.
The "Silke Story" is similar to the "Baofang Batik" which is familiar to the Shaoxing textile industry, that is, aiming at a specific market that is not noticed by others. Throughout this exhibition, if the products have no characteristics and differences, even if the price is low, it will not cause foreign interest. Only when you truly master the "single martial arts" can you get the order.
A person in charge of a textile industry town Shengze told reporters: After the financial crisis, the consumption of silk in the US market declined. Some local companies developed a polyester-shrinkable composite silk replacement product that had the same feel and silk, and regained the market.
The low-end ≠mainstream The current textile fair buyers from nearly 100 countries (regions), but the mainstream foreign businessmen are still from the Middle East, Africa and other regions, Europe and the United States buyers are not many. Does this mean that low-end products will become the mainstream of the export market in the future?
In order to understand the true ideas of European and American buyers, the reporter found Alex Li, the project manager of American Lianfu Group, who came to the Textile Expo to purchase. Alex Li has been engaged in Sino-US fabric trade in New York for a long time. “The demand for high-end textile products in Europe and America is indeed declining. In the past, ordinary people often went to high-end stores to buy a lot of clothes and returned. They lost two or three times, and now more people choose to go to the mass consumer market such as 'Wal-Mart' to bargain. ."He said.
Alex Li believes that domestic companies cannot switch to low-end products because of the decline in demand in the high-end market. "I estimate that the US market will recover by the end of this year or early next year. Supply and demand will always be like a spring. When the market recovers, if you are still producing low-end products, then it will be abandoned by the market. Now European and American consumers are on Chinese textile products. The impression is not good, we should take this opportunity to step up research and development of new high-end products and change the bad impression of European and American people on Chinese products."
Gong Xiumin, president of China Textile City Ruian Chamber of Commerce and general manager of Delong Shamet Textile Co., strongly agrees with this view. He said that in the choice of low-end and high-end markets, he always chooses high-end, even if the current low-end market exports are better. “The market is very big. One company cannot meet the needs of everyone. I choose to meet the market needs of some people and only do high-end, personalized products.â€
Xie Jiaqi, one of Shanghai's top ten outstanding designers, believes that in the current market dilemma, many companies are forced to produce medium and low-end textiles to match the Middle East and other markets in the market. This is understandable. “Although their fabrics are definitely not in line with the demand for high-end brands, they will naturally improve at a certain stage. I contacted Shaoxing’s “Rainbow Village†ten years ago and witnessed their leap from low-end to high-end. An example." Xie Jiaqi said.
Mainstream in Europe and the United States "After last year's European and American market demand fell, we began to focus on the Australian and Korean markets." Qin Xiangyu, president of the Jiangsu Hai'an Weaving Industry Chamber of Commerce, which has two weaving companies, told reporters that at the beginning of this year, they specially went to Australia to open a product fair. With a large order of $12 million, the company has set up an office in Australia to prepare for the long-term expansion of this market.
Qin Xiangyu's view is that Europe and the United States are not equal to the only high-margin market. For example, the profit margin of fabrics exported to the Australian market can reach four to five times that of the domestic market.
After the external demand, especially in the European and American markets, how should companies fill this gap? The reporter interviewed nearly ten foreign trade companies at the textile expo. A more consistent approach is to expand the new external demand market, while vigorously exploring the domestic demand market, and have received good results, most companies said that the current sales are relatively stable, I feel that the market is picking up.
“We have salesmen in more than 20 cities across the country, such as Guangzhou and Wuhan. We mainly expand the business for garment enterprises in these cities, so even if the foreign trade orders drop by about 20%, the total amount can basically be balanced.†A Shanghai exhibiting company The person in charge told the reporter that they have established close contact with the clothing companies in expanding the domestic demand market.
“The fabric supplier should communicate with the fashion designer and let the designer express your fabric through the garment.†Come to participate in the Top Ten Excellent Designers of Shanghai Textile Textile Enterprise and Designer Zero Distance Matchmaking Conference. Yu Xiangqi said that through the "grafting" of clothing to promote the transformation and upgrading of the textile industry, Shaoxing's potential in this area is still very large.
It can be seen that the market is not single but interoperable. One door is closed, and perhaps another door is opening.
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