Eagle Helps Nankang Clothing Industry: How To Go From "Red Sea" To "Blue Ocean"

< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201408/12/20140812050816_sj.JPG "/" < > > "

< p > recently, the employees of Nankang Jinze Garment Making Co., Ltd. are making new a target= "_blank" href= "//www.sjfzxm.com/" > clothing /a version before computers.

< /p >

< p > strong > Red Sea expansion: encounter bottlenecks < /strong > /p >

< p > according to the National Bureau of statistics, the growth rate of clothing sales has been slowing for three years.

Data show that in 2013, the retail sales of clothing commodities above the limit increased by 11.5% over the same period last year, and the growth rate was 13.6% and 6.2% lower than that in 2011 and 2012 respectively, the lowest value since 2003.

In 2013, the sales price of clothing products in major retail enterprises in the country rose at the lowest level in nearly three years.

It can be seen that although the retail enterprises in the promotion of the intensity and frequency, but from the effect, clothing sales growth has not significantly accelerated compared with previous years, sales decline is still.

< /p >

< p > "my enterprise mainly depends on processing and OEM production, has no independent brand, nor has the ability of product development and market operation. With the increase of cost of raw materials, labor and other costs, the profits of enterprises are less and less."

"Now that the pportation is convenient, the radiation function of the wholesale clothing market has been greatly reduced."

"Now that there are more franchising and agency levels, our enterprises must ensure a reasonable return of each link through a higher rate of increase, which makes it difficult for us to compete with the price of the network marketing channel."

In the process of visiting the garment enterprises in Nankang District, many garment enterprises in this area are responsible for the difficulty of developing garment enterprises at present.

< /p >

< p > however, compared with the declining sales of physical stores, online sales have maintained a relatively high growth rate.

According to data from China Electronic Commerce Research Center, in 2013, the scale of Chinese apparel online shopping market reached 407 billion 610 million yuan, up 33.6% over the same period last year.

Nowadays, based on past sales performance and prediction of future trends, enterprises have been unable to meet the market demand by way of traditional production and sales. The extensive growth mode of clothing industry, which is mainly based on brand extension and price increase, is facing bottlenecks.

< /p >

< p > < strong > "blue ocean" Transformation: size up the situation < /strong > < /p >

Under the impact of the powerful flood of the apparel online shopping market, the traditional garment enterprises are trying new ways to carry out industrial pformation and upgrading, hoping to catch up with the "high-speed train" of e-commerce and enhance the competitiveness of enterprises. < p >

At present, a large number of garment enterprises in Nankang district are taking the opportunity to pform and upgrade.

< /p >

＜p＞　　江西康意服装有限公司是该区较早进行转型的一家服装企业，通过转型，该公司创立起自己的品牌，形成产供销一条龙的发展模式，还与高校和科研机构合作，不断推出个人量身定做服装、企业制服等新产品占领市场;南康区权美＜a target="_blank" href="//www.sjfzxm.com/"＞服饰＜/a＞有限公司则与国内一家现代化的电商企业“联姻”，进行“靠大联强”的转变，该公司还推出了拥有自主知识产权的“玖林枝”商标，并对其进行系统策划与包装，使其在3年内成长为企业的主打产品和品牌;南康诚叶服饰有限公司积极开辟电子商务平台，成为南康服装企业向网络市场进军的“电商第一人”，该公司去年首次参加“双11”，就创下60万元的营业额;南康新朝阳服装有限公司2012年实现公司化运作，企业形象的进一步优化推动了公司的快速发展，该公司采取“网上销售”与

The development strategy of "entity store sale" two wheel drive, production and operation showed vitality. In 2013, the company achieved a geometric growth curve of sales revenue.

< /p >

< p > "the government should increase support for the garment industry, actively guide the garment industry, encourage enterprises to become bigger and stronger, and guide enterprises to step out from the traditional clothing industry production and sales mode, increase publicity efforts, attach importance to brand building, speed up the construction of clothing design staff, establish marketing network, implement a new business mode combining online and offline, and gradually expand the social influence of garment enterprises in Nankang district."

Lai Zhongyu, President of the home textile and garment industry association, told the author.

{page_break} < /p >

< p > < strong > "surf": the policy is stronger than < /strong > /p >

< p > the rapid development of the apparel network sales market brings opportunities and challenges to the pformation and upgrading of the garment industry.

How garment industry really goes from "Red Sea" to "blue ocean" is a problem that every garment enterprise needs to explore.

Nankang District Bureau official told the author that Nankang garment enterprises must pform and upgrade, promote brand building, change sales concepts and channels, so as to truly seize the "high ground" of the market.

< /p >

In order to promote the pformation and upgrading of garment industry, Nankang district is actively preparing to build 3000 mu of Nankang clothing Creative Park, moving large scale enterprises into the park, introducing high-end clothing enterprises to Nankang, and expanding the garment industry development platform in the area. P

At the same time, the region has introduced supportive policies, and actively encouraged enterprises to introduce advanced and highly automated new equipment, improve the proportion of high-end a target= "_blank" href= "//www.sjfzxm.com/" > textile > /a > clothing equipment, reduce labor costs, establish industrial public R & D, training and quality supervision centers, support and encourage enterprises to participate in the formulation of national standards, local standards and industry standards, and form technical standards with independent intellectual property rights.

< /p >

< p > in order to promote the creation of clothing brand, Nankang district has put forward the implementation strategy of clothing brand strategy, equipped with special funds, used to reward enterprise brand creation, encourage enterprises to implement brand strategy, strengthen brand creation and enhance brand value content through various ways, such as self creating brand, cooperative brand building, and acquiring famous brand; encourage enterprises to set up new textile and clothing technology, new material and new technology development and promotion center; encourage enterprises to introduce and cultivate high-end talents such as technology development and professional design, and improve garment processing, design and development level.

< /p >

< p > Nankang district also strongly guides clothing enterprises to change their sales concept and develop e-commerce market.

In the way the government set up the platform, it launched a joint venture with financial institutions to ease the financing difficulties of enterprises.

At the same time, the area integrates chain buying and selling online pactions and online payment modes to broaden the large platform for garment enterprises in the market operation, and bring entities and consumers into a new market economy environment.

< /p >

< p > < strong > > extended reading: < /strong > < /p >

< p > the concept of "Red Sea" and "blue ocean" first came from the blue ocean strategy. In the book, the author suggested that the existing market consists of two oceans: the Red Sea and the blue sea.

The Red Sea represents all the industries that exist today, that is, the market space we know; the blue ocean represents the industry that is not yet existing today, that is, the unknown market space.

In the Red Sea, the boundaries and competition rules of each industry are known to people.

With the increasingly crowded market space, the future of profit and growth is getting dim.

In contrast to the blue ocean, the blue ocean represents the market space to be developed. It represents the creation of new demands and represents the opportunity for high profit growth.

Although some blue seas were created entirely outside the existing industrial boundaries, most of the blue ocean was developed by expanding the existing industrial boundaries within the Red Sea.

< /p >