80 Pieces Rejected By Northern Customers

"It's the first time that we can't deliver the goods with money." On the 25th, Mr. Chen, a wholesaler from Zhengzhou in Chaotianmen Yupai clothing city, asked the manufacturer to buy 80 pieces of goods, but he was rejected. At this time, Yupai clothing city is busy, the workers are busy packing, counting, loading and shipping clothes. The wholesale stores in Yupai clothing city are basically operated by manufacturers. The owners directly face wholesalers and agents from all over the country. A number of owners told reporters that recently, there were many businessmen from the North who came to inquire about the source of goods. "Affected by the economic situation, this year the whole country Clothing industry Shrinking, we have also compressed a part of the production capacity, this phenomenon did not dare to expect The owners exclaimed that, at present, this situation has caught everyone by surprise.

　 individual case

New customers rejected

Mr. Chen is in Zhengzhou Yinji market Do clothing wholesale business. On the 25th, he came to Chaotianmen Yupai Clothes & Accessories City a wholesale shop, want to buy 80 pieces of goods, but was refused. "Not so much. We have to keep the goods for our regular customers." The boss Xiao Qin told him.

Mr. Chen told reporters that he started to set foot in women's clothing wholesale business in 2005, and has been operating Guangdong style clothing. From the previous year, some of his friends switched to Yu style clothing. At first, Mr. Chen didn't think so, until more and more distributors came to Chongqing, and Mr. Chen decided to visit his friend's shop. He saw it. "Over the past year, my friends have sold 20% more than I have." Mr. Chen said.

At the beginning of August this year, when autumn clothes were on the market, Mr. Chen found Xiao Qin and bought a batch of goods at will, which was quickly sold out. But when he asked Xiao Qin to send another batch of goods on the phone, Xiao Qin refused. Therefore, Mr. Chen came to Chongqing to talk about long-term cooperation with Xiao Qin, but he asked for 80 pieces of goods, which was rejected by Xiao Qin. Xiao Qin's explanation is that affected by the general situation, in August and September, when the factory placed an order to produce winter clothes, part of the production capacity was reduced, and there was no surplus goods for new merchants. "I want 80 pieces at a time. There are not so many. We can consider another 20. " Xiao Qin said.

Last week, Cheng Qifei, vice president of Yupai clothing association and owner of Chongqing sengeliya garment factory, was on a business trip to Shenyang. A friend wanted to run Yupai clothing and asked him to contact the source of goods. Cheng Qifei's answer is: "wait. Yupai clothing basically has stable customers and adopts order production. New customers have to wait for manufacturers to produce the next batch of clothing before they have the opportunity to take delivery. " {page_ break}

　 investigation

Clothing of Liucheng Yupai sold to the North

On the second floor of Yupai clothing city, Li Ge Laolin from Dazhou asked a reporter to help him put a sack of clothes on his shoulder. When the reporter asked him whether his business was good during this period, Lao Lin said with a smile that now he has to run 30 times a day and earn more than 200 yuan.

Li Ge is busy, logistics companies are more busy. Dingchao air cargo staff told reporters that in recent years, their daily delivery volume was about 20 tons, an increase of about 20% over the same period last year. "The most obvious feeling is that working hours are getting longer. I haven't had a rest since September. I can't get off work until four or five o'clock every day. I used to leave work at two o'clock in the afternoon. " This staff member said.

The reporter learned that in Yupai clothing city, there are nearly 20 logistics companies engaged in freight transportation, which deliver goods to wholesalers all over the country, and the northern markets such as Zhengzhou, Shenyang and Taiyuan are the main ones. A number of logistics companies said that their business was very hot after the autumn and winter clothing came into the market this year.

According to the statistics of Yupai clothing association, at present, 60% of Yupai clothing is sold to the north, including the three eastern provinces and Beijing, Taiyuan, Xi'an, Lanzhou in the northwest and Zhengzhou and Wuhan in the central region. Another 40% is sold to the East and south, including Shanghai, Zhejiang, Guangdong, Yunnan and Guizhou.

Lao Li, who has been engaged in clothing wholesale business for nearly 20 years in Guangzhou, is an old customer of Yupai clothing city. Lao Li told reporters on the phone that in the past, Yupai clothing was famous in the industry for imitating Guangdong style and Hangzhou style clothing, and its production capacity was strong and the price was cheap. At that time, it was rumored in the industry that a new garment was put on the market in Guangzhou in the early morning, and in the evening in Chaotianmen, the imitation products with the origin of Guangdong and Zhejiang could be found. But since 2008, "old Li men" found that the goods of Chaotianmen were no longer familiar brands, and became pure "made in Chongqing". As a result, some people take the goods back, tear off the label and paste the label again. "Now, the goods in Chongqing sell well, so there is no need to change the label." Lao Li said so.

The reporter learned that in 2008, it was a year when a large number of Chongqing garment enterprises began to seek changes. Yupai garment enterprises, which have completed the original accumulation, began to set up their own R & D team to produce products with their own characteristics. After entering Chongqing in 2008, the design enterprises started to build their own brands.

Bai Haibo, who manages clothing wholesale in Jinjie market of Harbin, used to run Guangdong, Hangzhou and Han clothing. In 2009, he set foot in Chongqing style clothing. At present, the wholesale volume of Chongqing style clothing has accounted for half. "More than 10000 pieces were sold that year, 30000 pieces were sold last year, and more than 40000 pieces are expected to be sold this year." Said Bai Haibo.

"Yupai is the best seller now." The business philosophy of Xu Jie, a wholesaler in Shenyang Wuai Market, is to sell the clothing that sells well. Xu Jie was the first to wholesale Guangdong style and Hangzhou style clothing because it was fashionable and marketable; then it was Han style clothing with low price, which was liked by distributors. But since the end of 2008, Xu Jie has only managed Yu style clothing.

Mr. Chen, mentioned above, told reporters that at present, more than half of the wholesalers in Zhengzhou silver base market manage Yupai clothing.

"Yupai clothing has been widely recognized and has gone to the whole country." Yu Pai Clothing Association Secretary General Li Yong said. {page_ break}

Probe into the cause

Do more meticulous new style

"Take this year's winter clothes for example. The wholesale price of a rabbit fur collar fur coat in Chaotianmen is about 270 yuan, but it is only 240 yuan in Guangzhou and Hangzhou, and the price is lower in Wuhan." Bai Haibo said. Xu Jie also said that the factory price of Yupai clothing is 30-50 yuan / piece higher than that in other places. Asked why, Cheng said it was because of the higher cost of raw materials. The surface accessories of Yupai clothing are mainly purchased from Fujian, Jiangsu and Zhejiang provinces. For this piece of clothing, the same clothing is 3-5 yuan / piece more expensive than that of Guangdong and Hangzhou.

Then why are there so many wholesalers purchasing goods? "Businessmen have the best sense of smell. If you want to make money, you are willing to make a good choice. " Bai Haibo said that the Chongqing style clothing is fine in workmanship and fashionable in style, and its style updating speed is faster than that of Hangzhou, Guangdong and Han schools. Xu Jie, on the other hand, said that she would purchase two or three times a week in Chongqing, and could get nearly 10 new models each time. In addition, the size of Yu style clothing is larger, which is more in line with the body shape of northeast people.

How fast is the model updating? Cheng Qifei said that his factory can launch more than three new models every day, and the production cycle of each model is between one month and one and a half months, ensuring that the wholesalers have new models every time they take delivery.

"In terms of this year's winter wear, an average of 4-8 new models can be launched by a Chongqing based service company every day." Li Yong said that there are many reasons why the models are updated so fast. First, in recent years, Chongqing clothing owners are willing to spend a lot of money to hire designers; second, after years of imitation, the fashion sense of Chongqing's clothing enterprises has been trained; third, many years of imitation career has made the boss of Chongqing enterprises know the hardships of only earning processing fees, so they pay more attention to quality.

　 voice

Make a big cake

Leading brand must be cultivated

"The status of Yu style clothing in China is just like that of Chinese clothing in the world." Yesterday, brand marketing expert Li Guangdou told reporters that whether in Chongqing or across the country, the clothing industry is typical of "more shrubs, less trees.". In the past two years, Yupai clothing is forming a strong regional effect in the wholesale market, "this is an opportunity for Yupai clothing to become bigger, but we must cultivate a number of regional leading brands as soon as possible.". Li Guangdou said.

Li Guangdou suggested that Yupai clothing enterprises should first create an image. Powerful enterprises can try terminal sales and directly face consumers to grasp the market trend. Secondly, they should form a large industrial cluster and seek more business opportunities.

Cheng Yuan, a textile and garment researcher at Huatai United Securities Co., Ltd., suggests that Yupai clothing should start with the industrial chain and differentiation. The industrial chain will break through upstream, attract raw materials and supporting enterprises to settle in, reduce costs, increase investment in science and technology, and increase the added value of products. In terms of differentiation, young consumers love online shopping, and do not like the same thing. They require enterprises to produce in small quantities and in various types, and build e-commerce platforms.

For example, Li Yong, the Secretary of the North China clothing association, should be sent to the north for clothing production in advance.