Jinjiang clothing force overalls competition 100 billion market "cake"

“The company is planning to start a new business,” said Cai Zhulong, chairman of China Dragon International, who told reporters that the company is currently working with a European company that specializes in tailoring uniforms. The company is about to launch a custom-made uniform service. At present, both parties have passed investment plans and are now discussing new business operations.

With Jinjiang, the nickname of “brand capital”, clothing companies are known for their brand names. “Workwear” customizes this new business and can it become a new growth point for the apparel industry? What is the state of survival of the local industry? The reporter visited a number of local uniforms custom manufacturers.

For 300 billion yuan market uniforms, there is another name - "professional fashion." It is a manifestation of corporate culture. It not only reflects the spiritual outlook of employees, but also reflects the cultural connotation of the company. More and more enterprises and institutions are paying attention to the customization of overalls.

In recent years, from government agencies to law enforcement agencies, from research institutes to industrial and mining enterprises, from financial institutions to service industries, from primary and secondary schools to national defense forces, logistical support has gradually begun to become market-oriented, and the business wear market has begun to expand. According to industry sources, there have been authoritative sources who have made estimates that domestic occupations have a market capacity of over 300 billion yuan, and a large part of potential orders have not yet been marketized.

According to Chen Zhitian, chairman of Jinjiang Kaisa Wang Garments Co., Ltd., some large-scale enterprises each year have a uniform budget for customization, and many large-scale enterprises in the Fujian region are also among them. According to the above-mentioned industry sources, only the Fujian market, according to incomplete statistics, the custom clothing market in Fujian is less than a dozen billion. Moreover, in the Fujian market, most clothing custom companies mostly belong to the mid-to-low end, and the products they produce are mostly first-line workers' clothing. The high-end orders for managers' uniforms have basically been covered by seven wolves, nine animal husbandry kings, and wealthy bird brands.

"Even if the order flowed out," even if it was a quantity of more than one billion yuan, Fujian local companies won a quantity of one or two billion, and the rest were taken away by other provinces, especially Wenzhou, Zhejiang. This is the whole The local workwear market does not play a very important role,” said the industry insider.

According to Wang Weijie, deputy general manager of PepsiCo, most clothing custom enterprises in Quanzhou can't accept high-end orders, which has a great relationship with the concept of business owners. "Most entrepreneurs will look for brands when they customize their clothes for managers. Natural orders will fall into the hands of brand companies. If the business owner does not value the brand, we can also do the same quality." Wang Weijie said.

Chen Zhitian analyzed that a lot of work clothes have been outbound from custom orders, which is related to the fact that local companies do not have a strong sense of expertise. “Wenzhou’s enterprises have advantages in high-end customization. Fujian’s apparel customization is slow to develop. Most companies are brand-building terminals. Even if there are a few companies that do “custom” business, they also use terminals. As for Wenzhou, it is not the same, and their companies are doing their own clothes custom-made, and they have accumulated a long time in customization, not only being experienced but also being well-known."

Chen Zhitian stated that large-scale, more-standardized companies are required to place bids for orders, especially for high-end orders, and this move to bid has put many companies out of the door. “Bid bidding requires companies to have good qualifications. For example, how much the registered capital will be achieved and how much the style and craftsmanship will be achieved. Each item will be graded, and the single registered capital will make many companies uneasy,” Chen Zhitian told reporters. Almost all of the bids for big companies will have custom brands such as Luomeng and Baoxiu.

Multi-channel attempts to break through In order to recapture the market, local companies such as Long International have begun their own way, seeking to break through the B2B model and other channels.

"Starting B2B is one of the channels for the company's customized business development." Cai Zhulong said that there are two outstanding advantages of clothing customization. First, there is no inventory, because it is customized, how much the customer needs to do, even if there are some basic models It does not matter if you did not sell in the year. You will continue to sell in the coming year because there are demands for basic funds every year. Second, there are fewer advertisements to be invested. B2C advertising investment is more than 20% every year, and B2B's annual advertising investment is basically About 7% to 8%.

The view of Cai Zhulong was approved by the local custom clothing manufacturers such as Kaiser, Pepsi, and Wolves. They all stated that the customization of overalls is a unit rather than a consumer, and there are more controllable factors.

"Brand apparel companies are basically the mode of the trade fair. The next season's products are pre-ordered for pre-production. However, due to various uncontrollable factors such as the weather, inventory is created. This is the most troublesome issue for the apparel industry. Customization will not, but there are shortcomings of the limited market,” said Chen Zhitian.

Mr. Chen, who is responsible for the import and export trade of Sowolf, said that the development of customers is a key link in clothing customization. The foreign orders received by the company through the Internet have brought greater profits.