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Hangzhou Xiaoshan Zhengda Textile Co., Ltd.

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The overseas market is changing. How should Chinese textile companies face it?

2016-07-07

At the moment, Brexit moves have drawn close attention from global markets. The ups and downs of the political situation have cast a shadow over the European economy, and economic reforms in the post-crisis era have continued to ferment. In the face of different major global markets that are constantly changing, how to grasp and adapt to market demands becomes particularly important. In this process, professional exhibition platforms, especially a platform that can observe the wind direction and understand market changes, appear Precious.

As a traditional platform for the industry to explore the North American market, the 17th China Textile and Apparel Trade Fair (New York) and the New York TEXWORLD Apparel Fabric Exhibition, New York International Apparel Procurement Exhibition (APP), and New York International Home Textile Procurement Exhibition (HTSE) (New York for short) Exhibition), which will begin at the Javits Convention Center in New York on July 12.

Although the international political and economic situation is turbulent, the China Textile Industry Federation still leads enterprises to expand their territory on the international market. Along with the opening of New York, Paris and Brazil, a new exhibition for the South African market will also open in November. The launch of a series of exhibitions will lead Chinese textile companies to launch a new round of exploration of the international market. W020160704461486204749.jpg

A new round of competition,

Chinese textile companies are not doing enough

At this year's European Cup, an episode stirred the Chinese textile and apparel industry. The torn shirt of the Swiss national team became the biggest slot in the game. However, the reason is closely related to the brand image that Chinese textiles have formed in the eyes of global consumers for a long time.

Although low-end orders have been divided by most of Southeast Asia, West Asia and other countries, domestic textile companies have responded to market changes with high quality, refinement, and rapid response. However, the so-called traditional competitive advantage has weakened significantly, and new competitive advantages have not yet been formed. On the way to conquering global consumers, we still need to do a lot.

China has the world's largest and most complete textile and apparel industry chain. Relying on the advantages of scale, in the industry chain link from yarn to cloth, with advanced equipment, perfect industrial support and superb craftsmanship, it has won It has gained considerable market share in the high-end international market. However, our advantages in the vertical supply chain are not enough. For example, from the fabric to the garment, the industrial chain is not smooth, and the coordination efficiency needs to be improved. The fabric industry is the source of lasting competitiveness of China's textile and apparel industry, but the leading role of the downstream and terminal industries has not yet been fully released.

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Behind the show integration,

What is happening in the US market?

The organizer of the show said that currently in the United States, only the New York Fair is the only one that integrates fabrics and clothing. This method of co-organizing exhibitions upstream and downstream in the industry chain has not only been recognized by exhibitors, but also welcomed by international buyers. On the demand side, some of the changes that are taking place are particularly worthy of attention.

At present, the U.S. market is the first to recover from the economic crisis. As far as the textile and apparel market is concerned, the total sales of the U.S. apparel market have increased significantly in the past year. Studies show that the increase is mainly due to online shopping and smaller cities such as Orlando and Washington, DC. Driven by sales growth.

Some analysts said that the significant increase in sales was due to the introduction of targeted product supply and sales by many retailers, providing products that are more in line with demand based on local consumer spending habits, rather than selling across the country as usual Goods. It is also argued that the economic recovery in the United States benefits from the endogenous power brought by the Internet +. In the field of clothing, with the help of new technologies, the United States has also taken the lead in terms of retail channel expansion and precision marketing.

It is more worth noting that in the past two years, international brands have not slowed down their expansion in the US market. More brand stores have opened in small and medium-sized cities in the United States. Emerging formats are obviously more active in the US market.

Behind these changes are brewing drastic changes in the sales model and thinking of the retail industry. On the one hand, it will bring vitality and hope to Chinese textile companies, but on the other hand, will Chinese textile companies be able to seize opportunities and realize The transition from low-end manufacturing to mid- to high-end manufacturing, and then to brand product output, is indeed a challenge.

The global textile and apparel industry is working hard to integrate the global consumer market data with the Internet + technology, create new business models, and adapt to small-volume, personalized, and fast-response needs of entrepreneurial companies. This has been reflected in the exhibition as an industry vane and barometer.

It is understood that in the past few years, the mergers and acquisitions of several major US exhibition companies have been very frequent. It can be clearly seen that the form of the exhibition is covering from the upstream to the terminal to strengthen the control of the industrial chain.

In the past few years, the New York Exhibition has fully taken advantage of its unique industrial chain advantages, and gradually increased the synergy and interaction with terminal exhibitions and US retail channels based on the characteristics of its own procurement exhibitions. Established a cooperation and sharing mechanism, effectively extending the coverage of its professional buyers, which in turn feedback more American market trends and changes in consumer preferences for Chinese and international exhibitors, and more effectively improved the exhibitors' market exposure. The perception and understanding of the exhibition strengthened the importance of New York as the most important textile and apparel exhibition platform on the East Coast.

This change makes the exhibition's business atmosphere more intense, and can also appreciate the industry's upstream and downstream trends and development trends, which will help companies grasp the market and grasp business opportunities. In a deeper sense, this shows that the industry is moving towards a path of convergence, efficiency, and integration. Under the concept of the big exhibition, the construction of one microcirculation system will occur.

From the perspective of buyers, in recent years, buyers appearing at the New York show have become more and more young. This aspect reflects that the controlling side of the US textile and apparel market is undergoing new changes. On the other hand, After the new generation succeeds the family business, while inheriting the existing business, because they are growing up in the era of the Internet, the new knowledge architecture and thinking mode will also bring subversive changes to the traditional business. These changes will be on the Downstream resonances are more pronounced.

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Forging new competitiveness,

Overseas exhibition will create a linkage platform

So far this year, the New York exhibition is about to enter its seventeenth year, the Paris exhibition will also go through ten years, plus the fourth Brazil exhibition, and the just-launched South Africa exhibition, which together form the China Council for the Promotion of International Trade The textile industry branch's core platform for promoting textile enterprises to go global. In particular, the New York and Paris exhibitions, sharing the same fate with Chinese textile and apparel companies, have played a historic role in promoting the development of the industry's foreign trade.

Going out is a systems project and it has never been easy.

Over the years, the upgrading of investment and trade protectionism worldwide, the economic crisis, and political changes have all affected the effectiveness of Chinese companies going global. At the same time, Chinese enterprises, especially small and medium-sized enterprises, always face difficulties such as small scale, lack of information, poor financing channels, and shortage of international talents in the process of going global. The domestic and international exhibitions under the China Textile Industry Federation have been paving the way and guiding the way for enterprises.

As the industry grows, more and more exhibition platforms have sprung up to meet the needs of all aspects of the enterprise. However, an authoritative exhibition that can truly lead the industry and has strong concentration should have a forward-looking vision.

Nowadays, various overseas exhibitions established by the CCPIT Textile Industry Branch are in progress. The organizer is not only going to reach upstream and downstream to realize the linkage of the exhibitions, but is also linking the exhibitions of different countries to realize coordinated operation and form a "family-based" overseas exhibition platform that can represent the interests of the Chinese textile and apparel industry. The concept and image of CCPIT TEX GLOBAL is gradually gaining industry recognition.

Achieving interoperability of exhibitions in different regions, and promoting market interoperability through the interconnection of exhibitions are also measures that conform to industry development trends. In the past, the Paris and New York exhibitions were operated by two different teams. In the past two years, the two teams have begun to deploy and operate jointly.

For example, in terms of fashion trends, France tends to be ahead of the United States, and the fashion signals presented at the Paris show will be passed on to the New York show. Based on these messages and data, the operation team can deliberately invite and attract companies and products that are more in line with the trend to enter the exhibition. At the same time, the invitation to buyers will be more precise.

In the operation of the family exhibition platform, the management processes of major exhibitions will also gradually be standardized to ensure the qualifications and standards of exhibiting companies and bring more protection to exhibitors and buyers.

The chain of overseas exhibitions will bring dividends to industry companies from the exhibition level, allowing exhibitors to obtain synergies and services in aspects such as big data analysis, trend release, and trade matching. This is undoubtedly a powerful measure to help Chinese textile companies to compete in overseas markets in the future.

Of course, in the new global industrial structure, in addition to trade, foreign investment is also an important component of going global. China's textile industry has set its sights on foreign countries many years ago and determined its strategy of going global.

In this regard, in order to encourage Chinese companies to invest and operate overseas and develop international markets, the CCPIT Textile Industry Branch has actively explored. Over the years, it has continuously launched a series of research and docking work in Southeast Asia, South Asia, West Asia, and Africa to fight for Chinese companies overseas The market laid another important cornerstone.

With the gradual changes in overseas markets, Chinese textile companies should relax their structure, understand the international market with a more positive attitude, improve their international operation capabilities, and create a full range of investments. Sailing against the water should never stop.