In recent years, due to the downturn in macroeconomic trends, fabric companies have complained about the decline in performance, and many brands are on the verge of death. However, through the on-site observation and interviews of the exhibition, it was found that the days of Japanese fabric companies in China can be described as a fish.
Japanese textile companies, which have always been known for their quality and detail in the international textile market, have frequently made their efforts in China in recent years. At a fabric exhibition held recently, the Japanese pavilion came to the forefront, and many domestic clothing brands and designers rushed to pursue it. "China has always been a market that Japanese brands are scrambling to develop. Although China's GDP growth rate is slowing down, the market capacity is huge and there is still unlimited potential," said Mr. Kimura Yoshiko, director of the second business department of Shuangriben Times.
Double day running fabric.
1. Expanding the proportion of sales in the Chinese market
In recent years, due to the downturn in macroeconomic trends, fabric companies have complained about the decline in performance, and many brands are on the verge of death. However, through the on-site observation and interviews of the exhibition, it was found that the days of Japanese fabric companies in China can be described as a fish.
At a fabric exhibition held recently, the Japanese booth was popular.
"Overall, fabric sales are still in a relatively severe period, but the company's sales to the Chinese market have grown against the trend, compared with the same period last year, an increase of more than 10%, profits are also more than in previous years." Can Riquan (Shanghai) trade Hailai Shizhen, the person in charge of the business department of the company, told reporters that the Chinese clothing brand is now more and more capable of accepting Japanese fabrics. Some brands have stepped out of the stage of simply paying attention to prices and entered the era of quality and function. In the last two years, the company's high-priced commodity growth has been particularly significant, driving the company's performance.
Yagi Co., Ltd. has been stationed in China since 2005. "We are very optimistic about the Chinese market. In recent years, the speed of the Chinese market has increased faster than we have imagined. We have gradually transferred the production of fabrics to China to achieve localized production and localized sales." The relevant person in charge of the company, Xiaolin Jianyi, said .
“The sales and profits of the company have increased last year. Among them, the cooperation with the Chinese women's wear brand has made outstanding contributions to the performance. In the case of continued market downturn, we will continue to expand the sales market for women's fabrics and men's fabrics in China. Last year, Japan’s domestic sales accounted for 75%, and China’s sales accounted for 25%. This year, it was adjusted to 60% for Japanese sales and 40% for Chinese sales,†said Yu Jiantao, general manager of Luding Textiles (Shanghai).
2, exquisite and subtle in line with Asian aesthetics
Why is Japanese fabric sales in China so smooth? The reporter threw this issue to a number of Chinese buyers.
Zhu Lin, marketing manager of Hong Kong Yixi International Apparel Co., Ltd., said that in recent years, every time she participated in the exhibition, she will focus on the fabric products brought by the Japanese pavilion. "Now most domestic fabric companies are working hard on flower design, but many fabric companies may prefer to sell to H&M, ZARA, which are European and American fast fashion brands. The designers hired tend to prefer European and American design styles. Exaggerated. The fabrics developed by many Japanese manufacturers combine traditional patterns with modern techniques. The products are very delicate, with a subtle, delicate and soft feeling, which is more suitable for Asian brands."
“I used to think that Japanese fabrics work better and have better materials, but the fashion feels worse. But now the fashion sense is getting stronger and stronger, and it is in line with our aesthetic taste.†Pan Xiaojun, director of marketing center of Huiner Technology Textile Co., Ltd. said.
“The quality of Japanese fabrics is stable, the color fastness is good, the color difference is small, and the fiber development ability is strong. The practical performance is fully considered, which is very suitable for making children's wear.†QIMOO children's clothing designer Yingzi said that due to the large amount of Japanese fabrics in the past The long delivery time can only make her discouraged, but now the order quantity is reduced and the delivery time is shortened a lot. Therefore, she has incorporated Japanese fabric companies into her own procurement plan.
3. Shorten the cycle to catch up with China
As the designer said, the reporter found that many Japanese fabric manufacturers are quietly changing their sales strategies, and have slogan "small-volume immediate delivery" to convert large-scale order production for Chinese customers into small batches and fast delivery. Spot reserve sales system.
“This model can not only meet the rapid response production of small batches and batches of Chinese garment enterprises, but also help enterprises to change their research and development methods and gain more Chinese customers. Now the order quantity of the company has been reduced to 200 meters, and if If the order quantity is not reached, an increase of 2 yuan per meter unit price can also be made." Kimura Yoshiko said.
"In recent years, clothing companies that use department stores as their main sales channels have seen a trend of reduced orders and shorter delivery times. Under such circumstances, it is imperative to accelerate the production cycle to change business strategies." Also put more energy on the research and development of new products, side re-patterns, new materials, and strengthen the exploration of the functions of the most end products.
“In the past, Japanese fabrics were usually ordered from 3,000 meters and delivery time was 10 days to 15 days. But now we have specially visited Chinese customers, listened to their needs and opinions, and cooperated with Chinese customers in the production cycle, from planning and development, raw material procurement. Improvements in production, management, etc., and rapid delivery in small batches.†Hailai Shiyi said that rapid production in small batches is one of the key policies of the company in the future.
“In the past, the company had experienced business opportunities due to insufficient production schedules, so we will continue to expand the production scale of fabrics and prepare more reserves for hot-selling fabrics.†Hailai Shiyi also revealed that in order to increase the number of customers, the company is studying The third sales outlets outside Shanghai and Beijing were opened, and the locations were located in Guangzhou or Shenzhen, thus establishing a complete customer system from North China to South China.
Editor in charge: Yang Jie 4
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