Home >

The Three Trend Of "Transformation" Of Traditional Textile And Clothing Enterprises In Dongguan

2014/3/10 8:45:00 45

Dongguan Textile And Clothing E-Commerce

in the small bookstore of Humen high speed railway station in Dongguan, the book "working girl" written by Zhang Tonghe, a Chinese American, is displayed. This book describes Dongguan: "without anyone's instructions, Dongguan has developed like this. What Dongguan does is what it can do, that is to say, those factories with low technology content in Hongkong and Taiwan do < a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > toys and < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < _blank >... 
 this is probably the general impression of Dongguan to the world, including the Chinese people, who is at the bottom of the global manufacturing industry chain. In the recent public opinion, this "world factory" seems to be on the edge of "collapse". News of large numbers of enterprises shifting and workers evacuating from time to time is reported in newspapers. 
 the one that caused the ripples was the freshly baked "No. 1" by the Dongguan municipal government in the early January. Dongguan decided to produce more than 10 billion yuan of real gold and silver to support the real economy. The object of support is very clear -- advanced manufacturing. What is the traditional manufacturing industry in the midst of suffering? This makes traditional manufacturing owners nervous. At the next two sessions in Dongguan, members of the Hong Kong and Taiwan Political Consultative Conference members made a group discussion to mayor Yuan Baocheng, who forced the mayor to clarify the "misunderstanding": "advanced" corresponds to "backward", "traditional" corresponds to "modern", and the development of pre contract manufacturing is not opposed to traditional industries. 
Beyond P, traditional manufacturing can only stay away from the "backward" coat and transform itself into "advanced" in order to remain in the government's vision. This meaning can be read out in the words "No. 1": what Dongguan should deal with is "global manufacturing high-end competition". That is to say, do not act as the "low end" world factory, but seize the high-end links of international industrial division. 
 traditional manufacturing is transformed into "advanced" and "high-end". This is the choice of the government. Is it also the choice of the market? Should it be changed? How can it be changed? With these questions, the reporter conducted field research in Dongguan. 
 the traditional manufacturing trend: three "one batch" .
What is the survival situation of "P" traditional manufacturing? Let's take a look at Houjie. 
 > most of the 32 towns and towns under the jurisdiction of Dongguan are "specializing in the arts and crafts". Houjie Town is famous for making shoes and furniture. "There is a joke. If you want to open a shoe factory and go to the thick streets with empty hands, machines and materials will have everything. If you want to imitate any of the world's big brand shoes, you can buy all raw materials in the thick street." Dongguan a target= "_blank" href= "//www.sjfzxm.com/" > leather < /a > executive deputy secretary general of shoes industry association, Wang Zhuoliang laughs. 
 in the shadow of the "rumor of collapse", the town seems to be noisy: the 5 kilometer long furniture Boulevard is on the way to Malone, and the furniture, machinery, materials and fittings of the PRD are distributed here. The towering office buildings can be seen everywhere, including more than 20 professional markets of shoes and furniture, and the crowd in the exhibition hall of Xingye international home capital and famous city home Square has become an important platform for Guangdong and even the whole nation to buy and sell furniture. There are only 4000 of the factories and shops that are scattered around the shoe industry. 
 does the traditional "closure tide" exist? Reporters seek answers to the heads of several local industry associations. 
 Fang Peiji is the president of Dongguan shoe material industry association. He disagrees with the "collapse tide". "Shoe material", 2008 is the lowest valley, but now it is a new high. What is the measure of the rent? For the material market, opening a shop is a definite weathervane. At present, there are about 2000 shops with the largest number of shoes, and the rent is also the highest point in history. 
"P > external environment downturn is obvious to all. What led to the prosperity of shoe materials? Fang Fang told reporters that a large number of R & D companies in Dongguan. "There are three hundred five hundred shoe research and development companies in the whole thick street, and a R & D company can support many factories. R & D is looking for our purchase. Dozens of factories are coming to get the same materials. At the same time, the development of materials itself is also more and more high-end. For example, the "superfine fiber" used in Japan's "health shoes" has not been done in the past. Now it can be done. Many high-end imitation leather is more expensive than the genuine leather. In this way, the bigger the R & D and materials, the more the production enterprises migrate. " 
 shoe material is flourishing, shoe production enterprise? Wang Zhuoliang's attitude is cautiously optimistic. "Which person does not change shoes a year? Shoes are always sunrise industries. But there is pressure on shoes now. " Wang Zhuoliang introduced that Houjie 80% shoe enterprises were export enterprises. They were robbed of some orders in Southeast Asia last year. From 1 to October, shoes exported by processing trade in Dongguan decreased by 12.8%. The number of shoe companies in Houjie has also decreased from 460 in 2008 to 410 at present. But the good news is that the overall effectiveness of the footwear industry is improving. Although the number of enterprises decreased, but in the first three quarters of last year, Houjie still had 485 million pairs of shoes, accounting for 4.8% of the world's footwear output. With the introduction of automated production, the number of employees dropped from 135 thousand in 2008 to 135 thousand, and the proportion of professional designers and managers increased from 12.5% to 16.8%. 
 reporters visited some shoe companies and found that "pressure" is a common feeling. Liu Yikong, from a Huajian shoe company with 20 thousand employees, told reporters: "the order is not small, but the profit is low. In the past, tens of thousands of orders were placed, and now there are hundreds of double small bills. They also require a lot of different styles and codes to increase production difficulty. 
Under P pressure, "high-end" has become the common choice of shoe enterprises. Wang Zhuoliang told reporters that the overcapacity of shoes, three years do not do, stock can not be sold out. To be a low end, you will never be inferior to others. So at present, leading shoe companies are willing to pay more attention to high-end brands and high-end market, and more than 85% of footwear enterprises above Designated Size have set up R & D departments. In order to prevent the shoe industry from returning to traditional mode, Houjie is accelerating the transfer of low-end processes from simple shoe processing to the entire middle and low production line. The general manager of the large shoe enterprise oasis footwear company even confidently asserted that "the trend of" made in China "to" China design and global manufacturing "is emerging in the footwear industry." /p ".
 furniture industry is not more optimistic than shoe industry. Fang Runzhong, Deputy Secretary General of Dongguan furniture club, admits that "the situation is very grim." Affected by the real estate industry, the domestic furniture market has shrunk, and export sales have been in the doldrums. Many good businesses have been closed. And Houjie's situation is pretty good, because it's mainly a brand -- a small Houjie Town has more than 2200 registered furniture brands. Another major furniture manufacturer in Dongguan, Daling mountain town, has suffered more and more damage because of its main OEM production. 
"P" is a few days of joy and sorrow, but all industries and enterprises visited by reporters have emphasized that traditional industries have no way to go with traditional mode! 
 "either close, move or transform." Xiao Biliang, deputy director of Dongguan development and Reform Bureau, came to the same conclusion. Xiao Biliang's conclusion is supported by figures. "The overall cost of the enterprise has gone up very much. Only one person increases 10% to 15% a year, and the cost of environmental protection is higher and higher. The environmental protection investment in processing trade increased by 264% from 2008 to 2012. Now, the profit margins of Industrial Enterprises above Designated Size in Dongguan are very low, only about 4%. " 
 in fact, "eliminating a batch, transferring a batch, upgrading a batch" is the general trend of Dongguan's manufacturing industry. Data obtained from the Dongguan foreign trade and Economic Cooperation Bureau showed that from 2008 to 2012, the number of labor-intensive enterprises dropped from 7827 to 5596 in Dongguan processing trade enterprises, and the amount of imports and exports realized by enterprises transferred from other provinces to set up factories increased from 67 million 460 thousand US dollars to 246 million US dollars. 
Less than P, it is surprising that Dongguan's "manufacturing city" did not stagnate due to the traditional manufacturing difficulties. According to the latest statistics of Whampoa customs, in 2013, Dongguan's foreign trade import and export value reached a record high, reaching 153 billion 70 million US dollars, ranking fifth in the whole country and second in Guangdong province. GDP growth rate steadily accelerated in the 7 consecutive quarters, reaching 549 billion yuan in 2013, and the growth rate of 9.8% exceeded the average level in Guangdong and the whole country. At present, Dongguan's various market players reach an unprecedented level of 567 thousand, ranking first in the provincial cities of Guangdong. At the end of 12, three mobile operators were active users 18 million 890 thousand, an increase of 1 million 255 thousand over the same period last year; industrial electricity consumption increased by 2.35%, the first in the province; the total revenue from the Dongguan area was 99 billion 400 million yuan, an increase of 15.5%. A series of "red" figures show that the flow of people in Dongguan is still booming. 
 the East is not bright, the west is bright, the market will always favor the prepared people. Through the above research, we have been able to understand the determination of the Dongguan municipal government to support the "advanced manufacturing". At the same time, we can also conclude that traditional manufacturing is transformed into "advanced" and "high-end", and the market is imperative. 
 the three trend of "transformation" of traditional enterprises 
 traditional manufacturing is transformed into "advanced" and "high-end". It sounds incredible, but there are entrepreneurs who have the ability to drink wine from empty bottles. In the thick Street research, the legend created by many enterprises has touched us. 
 in the first international department store in Dongguan, a brand male shoe store named Tibao Aucheho has lived in many customers. At the door of the shop is the European style old a target= "_blank" href= "//www.sjfzxm.com/" > the shoe machine "/a" and the shoe last. The leaflet tells the noble origin of the brand: "Italy - the mythical manufacture of the fairy land, and the birth of the Aucheho cobbler family..." People who have no money in their pockets will not enter the store. They will not frown when they enter the store and charge 2000 yuan for men's shoes, which cost up to ten thousand yuan. 
Less than P, many customers do not know that the owner of the brand is actually a local private enterprise in Dongguan, Qisheng shoes, although its brand stores are only in a market of the whole country -- from Beijing's Yansha to Guangzhou's luxury goods center. At the opening ceremony of the 2008 Beijing Olympic Games, Yao Ming, the Chinese flag bearer, wore the leather shoes made by the brand. 
 "we can have today. The boss thinks he has made the best decision in life." Deng Yanyan, assistant director of Qisheng, told reporters excitedly that in 1998, Qi Sheng, like the thousands of thick street shoe companies, was standing on the OEM, and rented a large factory building to prepare for expansion and processing orders. Just then, chairman Yin Jiqi went to the United States for a stroll, and felt that the foundry enterprises were under the control of others, and found that foreign shoe companies were marching into China. He suddenly realized that others were fighting to come in. Why did I have to squeeze out their heads to earn some hard-earned money? After returning to China, Yin Jiqi did not hesitate to pay 1 million of the deposit, and resolutely abandoned the rental factory, created his own brand, and opened up the domestic high-end men's shoes market. Qisheng is producing strictly according to "European quality" - introducing Italy's latest design, state-of-the-art technology and equipment, and importing the best leather materials. Today, when many shoe companies in Houjie are working hard for the imported shoes of Yansha and Tai Koo Hui, Qi Sheng is proud to become one of these luxury brands. 
The era of P, which is rich by boldness and diligence, is gone forever. Past experience may be the cause of today's and future failure. In Dongguan, every successful traditional enterprise that climbs to the "high-end" is racking its brains to find the best trick: to search for the world's top design, or to create a new business model, or to open up a market that no one else has noticed. On the other hand, there are still a large number of business owners whose ideas have not been transferred from traditional mode or want to turn around. 
 "it is very important to know where the wind blows." Cai Kang, deputy director of the Dongguan foreign trade and Economic Cooperation Bureau, told reporters that the bureau held a spot meeting for the traditional industries such as "a target=" _blank "href=" //www.sjfzxm.com/ "> /a" a "target=" _blank "href=" //www.sjfzxm.com/ ">" dress less than "and so on. "On the one hand, let the enterprise see the direction, on the other hand, it is also a reference for the government to adjust the industrial policy." 
 > Where is the wind blowing? In Dongguan research, reporters found three trends of traditional enterprises' transformation. 
 the first trend is to upgrade the brand's "gold content" and transform the high-end brand. 
 when it comes to luxuries such as Hermes and LV, no one cares what their production line is, only their noble blood and traditional handwork. For a long time, some Dongguan enterprises, which have long been engaged in luxury subcontracting, are also well versed in the way to enhance the brand's "gold content". They have invited the world's top a target= "_blank" href= "//www.sjfzxm.com/", "designer /a", while touching the touching story and shaping the high-end image of the brand. 
The way of "P > tree brand has developed from the past buying brand and self created brand to today's brand output. It is a good choice to buy international brands, "play international cards, and take the domestic market". However, tens of millions of brand acquisition fees are also daunting, so some enterprises have begun to create their own brands, and even have successfully exported their brands overseas. The furniture of the city is one of the best. Zhao Jiayao, the president of the enterprise, said that they developed the strategy of brand export very early. In 2008, the financial crisis struck and the European and American markets failed, but in one fell swoop they introduced the brand into the "Middle East area" which was "not bad money", and opened tens of thousands of square meters of stores in Saudi Arabia and other countries. 
 the second trend is to change "line" to "core" and transform into advanced manufacturing. 
 by changing the production line, more and more labor-intensive enterprises are gradually heading for automatic production and transformed into "advanced manufacturing". For example, clothing is a typical labor-intensive industry. Because of the complexity of the process, it is almost impossible to achieve full automation. However, Dongguan Jingyuan wool weaving is trying out a rare automatic production line which is developed by itself and in the industry. In the town of Dalang, which sells nearly 1 billion 200 million sweaters and nearly half of domestic sales, the automation trend of wool weaving industry is raging. A numerical control loom can top 6-8 skilled workers and reduce labor consumption by 80%. The loom Dalang town has introduced more than 40 thousand units, and has developed the equipment manufacturing industry and realized the industrial replacement. 
 at the same time, through the implantation of high-end core, some traditional enterprises have come up with high-tech and intelligent products and become high-tech enterprises. Furniture industry has always been very sensitive to cutting-edge technology. Now, those companies that stand tall are high-tech. The "smart home" of furniture development in the city window is breathtaking. It walks into its future furniture exhibition hall. It seems that it has entered the future world: the sofa has a strong brain, automatic adjustment function and comfort is better than the first class cabin; the TV and bookcase are perfectly integrated into one another, and it can move freely with the cabinet door; the bedroom bed furniture is equipped with the peripheral interface which is compatible with the current trend electronic products, and realizes seamless links with iPhone, iPad and so on. The footwear industry is also moving towards intellectualization, and 2 state-level high-tech shoe companies have emerged in Houjie. 
 the third trend is to enter the "2.5 industry" and transform into modern enterprises. 
 in Dongguan, some unconventional traditional enterprisers will enter the high-end ice breaking action and put them on the "2.5 industry" based on producer services. For example, Huajian group, one of the largest women's shoe manufacturers in China, has established the world shoe industry headquarters base under the support of Houjie town government, aiming at the integration of the whole industry chain, providing services for the local small and medium-sized shoe enterprises. "This is a R & D center, a trade center, a purchasing center, a testing center and a fast proofing center. We can provide all services related to shoes, save money for small and medium-sized shoe companies and make more money. Liu Yikong said. Another garment company founded in 2005, in search of special products, simply gave up the production process, specializing in design, sales, logistics and brand promotion. It was successfully launched in 2010 and paid more than 200 million yuan in 2013. 
 > "the second fruit tree produces three fruits". By entering the "2.5 industry", these enterprises have successfully reached the other side of the "traditional industry" -- the modern industry. 
 accelerate the development of cross-border e-commerce /p >
 talking about the topic of online shopping, Fang Runzhong of Dongguan famous furniture club is excited. 
 "many of our tree brands and quality oriented enterprises have been obviously affected by the electricity providers in the past two years. Anyone in the online store can register, and the brand can be posted on the photos, and pass the photos of the people up to the market. It is clearly five thousand of the price, and the price is two thousand. Can the entity store operate?! your media should really call on the state to restrict the electricity supplier." 
 restricting electronic commerce? This is obviously urgent. But from this, we can feel the confusion and helplessness of traditional manufacturing enterprises in the face of electric business. 
 wolf, is it a boycott or a wolf himself? Obviously, the latter is more sensible. In Dongguan, there are more than 10 thousand enterprises engaged in processing trade. According to a latest sample survey, more than 5000 enterprises have the intention to carry out cross-border e-commerce. "A set of 8000 yuan furniture is transferred to foreigners 8000 euros. Why don't we sell it directly to European families?" the owner of Dongguan model home said. There are many enterprises that actively change "wolf". Only in the thick street shoe making industry, nearly 2000 upstream and downstream enterprises have been involved in network marketing, and export products cover more than 100 countries and regions in the world. 
 in fact, Dongguan, a traditional manufacturing industry, has the inherent advantages of developing e-commerce. According to statistics, Taobao has 1/3 products from Dongguan. And in the domestic trade, the electricity supplier is already a red sea. Today, with the advantages of its export oriented economy, Dongguan is more likely to open up a vast blue ocean for cross-border trade providers. The problem now is that for a single manufacturing enterprise, setting foot in cross-border electricity suppliers is a high threshold, facing many bottlenecks, such as talent, customs clearance, logistics and so on. The "government's hands" played a role at this time, led by the post office. Dongguan is building the first cross-border e-commerce Industrial Park, supporting customs, inspection and quarantine, taxation and other departments to provide a one-stop service for enterprises. 
 into the industrial park, the seven floors have been rented by enterprises. There are small manufacturers, small and medium businesses, and internationally renowned big business providers. In the center of the network, a professional electricity supplier operation team is busy on the international platforms such as eBay and Amazon. It sells the bags produced by local processing trade enterprises, < a target= "_blank" href= "//www.sjfzxm.com/" > shoes and hats "/a", clothing and cosmetics, and promotes the "made in Dongguan" to the whole world. 
Han Jun, team leader of P eBay, demonstrated the process of selling a mobile phone shell to American consumers on eBay. "Americans found on eBay that things could be so cheap. Such a mobile phone shell costs ten or twenty US dollars in the US, and only 35 dollars for Chinese sellers. Through the "international package" business of postal service of all countries, the freight is very cheap. It costs only seventy or eighty yuan to transport one kilogram to the United States, and if it is a small piece of light such as a ring, it only costs two or three yuan. Han Jun said. 
 for the manufacturing enterprises that are accustomed to receiving large orders, can they adapt to the change from "big container" to "international package"? Zhang Feng, deputy director of Dongguan post office, told reporters: "in 2013, Dongguan issued about 3 million 500 thousand pieces of" international package "through postal service. International demand for cross-border electricity providers is very strong. Processing trade enterprises in particular need to accept small batch, multi batch, personalized customization needs, and the transformation of ideas needs a process. It is necessary for us to guide enterprises to understand this trend. 
 in fact, the Dongguan municipal government has placed great hopes on cross-border e-commerce. It is considered that this is the brand of Dongguan, not just a "golden opportunity" made by Dongguan to the world. Dongguan is expected to take the lead in the international industrial division of labor. Deng Tao, director of the Political Research Office of Dongguan Municipal Committee, said: "our ultimate goal is to help enterprises to brand and expand the market rather than simply sell the goods to foreigners' homes. Now small and medium-sized manufacturing enterprises are expected to connect directly with overseas buyers directly and conveniently on the Internet, which not only greatly improves profits, but also can carry out design, research and development, register online, build and maintain brands based on overseas demand. 
 "well done, it is a turning around to let the whole world know what is" made in China "! < a href=" //www.sjfzxm.com/news/index_p.asp "> Dongguan < /a > vice mayor Tang Qingtao said with great ambition.