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Where Is The Way Out For The Jeans Industry?

2012/4/12 17:41:00 19

JeansForeign TradeDomestic SalesChannels


Jeans wear

It was originally a jacket made of canvas worn by Americans during the development of Western and golden hot periods.

Jeans are loved by people all over the world due to their strong and durable features. They have been developed into one of the clothes that people often wear in daily life.

In fact, although the overall style of jeans is relatively patterned, its detail shape and decoration are accompanied by the cycle and rhythm of fashion fashions.

As we all know, China is the largest jeans production base and consumer market in the world.

The production base of cowboy clothing is mainly concentrated in Guangdong Province, Shunde Junan, Zhongshan Dalong, Zengcheng Xintang, and Kai Pingsan port, known as cowboy clothing four towns.

However, since 2010, cowboy clothing industry has encountered unprecedented difficulties whether it is a production enterprise or a sales company.

The whole industry has been showing a trend of overall decline in output and profits. In the face of such unfavorable situation, how should our jeans enterprises respond?

Foreign trade: whose tears are flying

In the so-called four denim clothing Town, Shunde Junan is mainly based on the production of high-end jeans products, and most of its products are foreign trade.

On the face of it, the decline of European and American markets caused by the global financial crisis is the main reason for the sluggish denim industry.

In fact, this is just one of the many reasons and is not a decisive factor.

Zhu Juhu is the boss of a medium-sized denim clothing manufacturer in mid 2011.

foreign trade

Business has left him with a grudge.

At that time, under the influence of the international environment, the whole industry, especially foreign trade enterprises, was generally depressed, and orders were greatly reduced.

However, Zhu Juhu unexpectedly received a large order from jeans from the European Union.

After preliminary calculations, according to the price, the order can earn about 0.7 to 0.9 dollars per pair of trousers.

Converted into RMB, that is, 4 to 6 yuan.

This made him feel very happy that he hadn't eaten enough for a long time.

Zhu Juhu immediately arranged for the purchase of raw materials and began to organize production step by step.

In the twinkling of an eye on the day of delivery of the jeans, it should be said that he should be cheerful.

It turned out that the exchange rate of RMB against the US dollar at that time has changed from six yuan 48 Fen to six yuan 39 Fen.

There is no doubt that the appreciation of the renminbi has led directly to the loss of Zhu Juhu's business.

In fact, Zhu Juhu's experience is nothing more than a miniature epitome of foreign trade oriented cowboy clothing enterprises.

Foreign trade denim clothing enterprises have gradually eaten up their meager profits in the appreciation of RMB.

Even some enterprises have encountered the embarrassing situation that the loss of production is greater.

This has also created some strange phenomenon that some cowboy clothing enterprises can not easily receive orders, and they dare not rush to produce orders.

Therefore, the continued appreciation of the renminbi is a huge problem for our jeans industry, especially for foreign trade enterprises.

At the same time, the sharp rise and fall of domestic jeans prices is also one of the reasons for the industry's plight.

In 2010, domestic cotton prices surged to more than 30 thousand yuan per ton.

Under the influence of the traditional concept of "buying up or not buying", many cowboy clothing manufacturers have accumulated some raw materials.

However, in 2011, domestic cotton prices began to plummet.

This alone led to huge losses for jeans manufacturers, and some of them went bankrupt.

What is more serious is that when domestic cotton prices are super high.

Many of our former customers had to place their orders in some countries with lower production costs.

For example, Vietnam, India, Sri Lanka and so on.

This led to the fact that the loss of tourists in cowboy clothing industry was once more serious.

When the price of cotton fell in China, there were also some tourists returning.

After all, compared with the surrounding countries, China's jeans industry is no exception to the equipment, technology and industrial chain.

However, at the bottom of the current downward trend in cotton prices, there is still much uncertainty.

This part of the reflux customer is still cautious in placing orders, so we can never make small orders.

They generally adopt the strategy of "watching the changes", hoping to buy our jeans products at a lower price after China's cotton prices fall further.

At the end of 2011, a jeans manufacturer in Junan, Shunde, received an order from an old European customer.

However, the order is only 2000 orders.

In the impression of Luo Bin, the sales manager of the company, even when the global financial turmoil swept away, the smallest customer was 10 thousand jeans.


Later, Luo Bin called the businessman to try to persuade him to make the list bigger.

In fact, because the number of this list is really small, and the European customer also requires the product to be Euro code, it really causes some trouble for the organization to organize production.

But the reply of the businessman is also concise and comprehensive. He made it clear that he estimated that the price of raw materials might go further down, so he decided to try to buy some products before the cotton prices stabilized.

Facts show that wait-and-see sentiment is always full of cowboy clothing in the whole industry of 2011.

Therefore, the shock of raw material prices is also one of the reasons for the weakness of China's jeans industry.

Of course, none of these difficulties can be solved by the jeans industry itself.

Only by relying on the national textile and garment industry revitalization plan, we hope that the relevant departments can help from a macro perspective.

Domestic sales: it's all about the story.

Since the reform and opening up, with the improvement of people's living standards and the diversification of lifestyles, coupled with the consumption scale of the more than 1 billion 300 million population, the demand for jeans products has also increased rapidly.

In the international financial situation is not good, more and more cowboy clothing enterprises will focus on the domestic market.

However, although the domestic market is huge, the profit of cowboy clothing is negligible.

In the "scrimmage" of the domestic market, cowboy clothing enterprises are constantly losing their grip on the sand.

Pang Qiang is the sales manager of a denim clothing manufacturer in Xintang, Zengcheng. Since the beginning of 2010, his focus has been on expanding the domestic market, especially in the two or three line cities.

In the process of running the market, Pang Qiang, a department store in Chongqing, encountered a big embarrassment.

When he proposed to the department store that he wanted to set up a special cabinet for the enterprise brand, he was flatly rejected by the other side.

Although the reason for the department store's shirking is that there is no vacant counter for the time being, but according to Pang Qiang's side, because another cowboy clothing brand company entered the department store at the time, it signed a general agreement with the department store on the condition of paying more than 20% of the rent.

In fact, the situation encountered by Pang Qiang is called "channel monopoly" in the words of marketing experts.

That is what has recently been talked about by the insiders in the textile and garment industry.


The typical mode of war is the retail terminal of monopoly products.

At the same time, like other labor-intensive enterprises, cowboy clothing manufacturers in China have not yet solved the problem of labor shortage such as "recruitment difficulties" and "labor shortage".

When it comes to labour, there are many reasons for this.

For example, the so-called first generation of migrant workers has gradually entered the old age and began to return home.

In addition, a large number of middle-aged migrant workers have begun to choose the way to start their own businesses after accumulating a certain amount of capital.

It is the "two generation of migrant workers" often mentioned by the media, lacking the spirit of hardworking and hard work, and unwilling to work in the labor intensive positions.

We might as well enter the front line of cowboy clothing production and look at the hardships of the workers in the jeans production line. It is not difficult to understand why the younger generation of migrant workers are unwilling to do such work.

Yan Zhishen is a migrant worker from Fengdu, Chongqing. He left her hometown and came to Guangdong about ten years ago.

I have been working in a jeans factory in Dayong, Zhongshan, for polishing jeans.

Once upon a time, cowboy clothing industry began to become popular.

As a result, the vast majority of cowboy clothing before going to the factory must be scrubbed, water stains, tearing, stone washing, and even into the oven for training and other processes.

In order to achieve the so-called "nostalgia" like the worn out effect.

Yan Zhishen works almost 12 hours a day and has 2 days off a month.

He works in two shifts, that is, from 8 in the morning to 8 at night, and the remaining 12 hours are another class.

In order to take care of the children who came to Guangdong with their husbands and wives to have lunch, Yan Zhishen volunteered to work night shifts for a long time.

However, the dressing of jeans is extremely difficult.

In the high temperature and high humidity workshop, before the huge roaring mill, Yan Zhi stood for 2 or 3 hours.

In order to earn more money, he had to reduce the rest time as much as possible and mechanically repeat simple actions.


Unconsciously, the East is white and dawn is coming.

Yan Zhishen's day's work is coming to an end. In the new white mask he just wore last night, the blue powder flying in the process of cowboy dress has left a deep impression.

It is not hard to imagine that this dust will strongly stimulate the lungs.

It is very likely to suffer from silicosis in a long time in such an environment and with inadequate protective measures.

We noticed that all the dust-proof equipment of Yan Zhishen and his workmates had only one mask.

But for migrant workers with poor medical knowledge and poor sense of self-protection, these are not what they care about.

They care more about the monthly salary they get.

It is understood that Yan Zhishen similar to "play for life" work can only get around 2300 yuan a month's salary.

Facts have proved that the deeper reason for "labor shortage" lies in the fact that our enterprises are seriously concerned about migrant workers' concern and love.

Although now we often see in television and newspapers that some enterprises have prepared couples' housing for migrant workers, improving the working environment and so on.

However, such enterprises are still a small proportion in many coastal factories in China.

The fact that the notorious 2011 Foxconn employee jumpage occurred on the side should prove this fact from the side.

There is no doubt that improving the welfare benefits of migrant workers, and gradually increasing their care from material and spiritual terms is the fundamental way to solve the shortage of labor in jeans enterprises.

In addition, the price war, rising wages, sky high pport costs and so on, have led to our cowboy clothing enterprises struggling in the huge domestic market.

It is not as easy as imagined, making a pot full of money.

Self: May there be lofty aspirations in my chest.

When the jeans industry in China encountered unprecedented crises, all of them chose to change their contingency to solve the difficulties.

How did it change? Of course.


Innovation is undoubtedly the guarantee for a cowboy garment enterprise to survive and sustain its development.

The use of new fibers is an exemplable example of the innovation of jeans industry.

Spandex is a chemical fiber with high elasticity and rapid disintegration with tension.

Some cowboy clothing enterprises have taken a fancy to this characteristic and added it to the fabric.

This kind of denim garment products with spandex fiber, especially jeans, has won the love of female consumers.

In fact, enterprises that dare to take the lead in innovation and use various kinds of new fiber fabrics in jeans are also leading the trend of cowboy clothing and make huge profits because they have taken the lead in the whole industry.

However, when new fiber fabrics were applied to denim clothing, unexpected quality problems also appeared.

First of all, one is the problem of unqualified fiber content.

The unqualified fiber content means that the content of various fiber components of its product is not consistent with the actual test results. The unqualified fiber content will affect the moisture absorption, breathability and comfort of jeans clothing.

The reason is that low grade raw materials serve as high-grade raw materials and mislead consumers.

Two, in the sales process, merchants deliberately change the signs to sell for low quality products at a high price for huge profits.

Second, the proportion of new fibers added to fabrics has also become an important factor affecting the quality of jeans products.

Take spandex as an example, it is added to denim garment fabric with excellent elasticity.

However, if the proportion of added spandex fiber is too high, the product will feel tight after wearing, and the permeability will be worse.

According to medical experts, long wearing tight jeans will cause skin allergies, menstrual disorders and prostatitis.

Therefore, the doctor advised not to wear tight jeans on the body, especially the crotch should not be too tight, do not wear it continuously. It is best to wear it once every one or two days and wear it with other pants.

However, at present, there is no such stipulation for the proportion of fiber added to fabrics.

In addition, brand management is also an unavoidable problem for jeans enterprises.

What is the brand? There may be different opinions on this question. One hundred people will have one hundred answers.

But in the final analysis, brand does not come from the word-of-mouth of consumers, but the word-of-mouth of consumers comes from the tireless pursuit of product quality by cowboy clothing enterprises.

Conversely, a cowboy clothing brand with a certain reputation is already in the market.

Once we neglect the quality of products, we will lose the reputation of consumers, so that brands will no longer become brands.

Ms. Zhang, a consumer in Guiyang, spent 180 yuan on a blue frosted jeans at a shopping mall.

Shortly after wearing it, Mrs Zhang squeezed a bus full of passengers.

At the end of the spring and early summer, the weather was slightly hot and the cars were crowded.

What Miss Zhang did not think was that when she got off the train, she found that the white satchel on her back had been stained with patches of blue patches.

Needless to say, this is definitely caused by the decoloration of jeans.

Needless to say, the fastness to dry friction of this pair of jeans is clearly unqualified.

Later, Ms. Zhang found the theory of merchant, after several twists and turns, and finally intervened in the relevant departments, she was able to return the money to buy the jeans.

However, Ms. Zhang claimed that she would never buy this brand.

Presumably, she will tell her friends and relatives about her own experience. It is estimated that no one will buy this brand of jeans in Ms. Zhang's circle.

Besides, accessories such as buttons and zippers are also the "worst hit areas" that frequently appear quality problems.

A lady bought a new 3-D jeans.

This style of jeans should be matched with a decorative belt, and the button on the waist of trousers should not be worn.

In the upstairs stairs of the office building, she slipped carelessly, subconsciously twisting her waist and supporting the wall.

Unexpectedly, the buttons on the waist of the trousers were stretched down.

The decorative belt is too loose to play the role of fixed jeans.

In desperation, she could only ask the leader to ask for leave and wear her trousers home.

In fact, the quality problems like cowboy clothing accessories have brought embarrassment to our lives.

As a matter of fact, as far as garment enterprises are concerned, no matter how small a product is, they can not ignore the quality problem.

We should never forget that product quality is the life of an enterprise.

It is an old saying in China that "strike iron must be hard".

In the cowboy garment industry, the development of the industry is facing difficulties, international and domestic many adverse factors overlay the situation.

Our cowboy clothing enterprises should take a positive attitude to deal with it, further increase R & D, innovation, more scientific control of the production cost, strictly grasp the quality of the product, and strive to improve the ability of the enterprise itself. With the economic growth of our country and the warming of the international financial situation, a "blood path" can be killed in the increasingly competitive cowboy clothing market.

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