How Can China'S Textile And Apparel Industry Be Foothold In The Japanese Market?

Not long ago, Japan The Ministry of Finance plans to reduce the "GSP" tariff quota for developing countries. Economists once again focus their attention on the Japanese market. As one of the three major markets for textile and garment exports, how to keep this delicious cake and stabilize the accumulated market share for a long time has become the most important concern of the textile industry.

From luxury brands to Ginza street The source of culture, Shibuya, no matter how the external environment changes, Tokyo has always played the role of Asian fashion. In September, sponsored by China Textile Group Co., Ltd., Japan and China economy. Trade The fifteenth China Textile and Garment Fair (Tokyo) is a perfect curtain call. More than two hundred textile and garment manufacturers from China have gathered in this trend city to defend the "made in China" title on the platform of China Textile and apparel exhibition with increasing manufacturing force.

Exhibition will spanmit external market warmer signal

Despite the fact that the global economic recovery has not yet been firmly established and the manufacturing industry has shown the trend of eastward expansion, the signal from the China Textile and apparel exhibition that the external market has warmed up is still gratifying. The participants in the interview are generally satisfied with the high passenger flow of the exhibition. It is understood that this exhibition has a total exhibition area of about 6000 square meters, the scale of the exhibition has been the highest since the founding of the Tokyo exhibition. The number of visitors to the exhibition has reached 3680 people, and is at a higher level in Japan's professional exhibition.

Sun Xiaoming, general manager of the China Textile and advertising exhibition company, the exhibition organizer, on the one hand, the image of the professional exhibition held by the exhibition for 8 years has been deeply rooted among the Japanese businessmen. In addition, the economic recovery has driven the demand of the Japanese market to pick up. Japanese businessmen also hope to take this opportunity to seek new growth points. On the other hand, the enthusiasm of Chinese textile enterprises to participate in the exhibition is increasing. Among the 242 exhibitors, 40% enterprises are exhibiting for the first time. Not only do they want to march into the Japanese market, they also want to be exposed to the first-hand market message.

For a long time, the uniqueness of the Japanese market has formed a ravine in front of the enterprises that are eager to march into the Japanese market. Foreign trade knows that Japanese customers are very demanding on products. Products will be seen in the Japanese market. If we can win the favor of Japanese businessmen and establish long-term customer relationship, it will be basically no problem for enterprises to make further orders in European and American markets. Sun Xiaoming's remarks illustrate the typicality of the Japanese market.

Japanese merchants have always been known for their demanding quality. They never slacken their requirements for product quality. Small batch, multi style and short delivery time are the remarkable characteristics of their orders. They can make the Japanese market sound and colorful textile enterprises, not only to withstand the market's temper, but also to have a strong quick reaction capability. Especially after the outbreak of the financial crisis, the characteristics of Japanese businessmen are becoming increasingly prominent. Sun Xiaoming said: "hundreds of orders based on orders have long been commonplace. At this exhibition, there are more than 100 orders. Meanwhile, Japanese companies have put forward higher requirements for design proposals and product planning capabilities. And how to make real gold in the superposition of internal and external factors is also a test of the resilience of China's textile enterprises.

Relying on new product development to win bargaining power

In the interview, most exhibitors said that although the volume of trade increased a lot this year, it was very difficult to raise prices to merchants, especially regular products. As Japan's market boom has not yet fully recovered, resulting in lower price of terminal products and lower profits of sellers, it is not easy for producers to raise prices. On the other hand, the increase of domestic production cost makes the profit margins of enterprises both blocked. "Compared with the" GSP "that tends to be" strict ", the rising cost of raw materials and labor is more difficult for textile companies to cope with. Sun Xiaoming said frankly.

From the point of view of cost control, at present, some enterprises in China adopt the introduction of high-grade woven equipment instead of labor, reducing labor costs and reducing the risk of workers' mobility. As for the products, knitted and printed fabrics become the mainstream product orientation in the period of high production cost. At the same time, enterprises also pay more attention to improving the overall design sense, not only improving the visual appearance of the products, but also effectively controlling the cost input.

The cost should be controlled, and if we want to increase our bargaining chip, we can gain tangible profits or talk about products. At this exhibition, there is no shortage of enterprises that enhance the ability of product research and development and win the market discourse power with new products.

The Jiangsu Limited by Share Ltd has been exhibiting for the sixth time. As a garment accessories manufacturer, the company has not felt the pressure of the rising price of domestic raw materials, but it is inevitably troubled by rising labor costs. According to Cai Haizhong, the marketing director of the company, in order to widen the profit space and enhance bargaining power, the company has strengthened the new product research and development. The front end products such as "nylon zipper injection molding code" and "corn tooth metal zipper" have been unanimously welcomed by Japanese businessmen. In addition, the advantages of the company's product price and relatively short delivery date have attracted Japanese businessmen.

For the Japanese market, the yen has been strong, is an important factor in its market stability. However, because some enterprises still use the US dollar settlement, the lock rate is particularly important in the early negotiations. Many enterprises believe that although the order of exchange rate is fixed, profits should be compromised, but from the present situation, this precaution is very necessary.

Going out to make a brand or buying a brand to do it?

With the steady increase in volume of trade, textile enterprises of both sides are increasingly eager to deepen exchanges and cooperation. Both Chinese exhibitors and Japanese businessmen who want to see exhibitions hope to seek greater development space by means of the exhibition platform.

Sun Xiaoming said: "since 2003, the China Textile and clothing exhibition has been held in Osaka and Tokyo every year. Because of the special regional characteristics of Tokyo, every Tokyo exhibition can see more fashionable and personalized design, and some exhibitors with independent brands will also emerge.

The Guangdong silk International Group Limited by Share Ltd is the first time to attend the exhibition. The company's "SILIQUE (silk)" brand high-end silk clothing product has been widely recognized by Japanese businessmen. Su Peimin, director of the company's booth, told reporters: "compared with European and American customers, Japanese customers have very high quality requirements, and the guarantee of product quality is very important for maintaining brand image." In order to improve the overall level of products, the company hired Japanese professional senior technicians to train their employees in order to improve their professional skills. Of course, Su Peimin also realized that it is far from enough to pass only one exhibition. Taking this exhibition as a breakthrough point in the market and collecting market information, it is a long-term plan to formulate a brand development strategy accordingly.

Shandong Ruyi group's successful acquisition of Japan's clothing giant prestige Co., Ltd. opened a precedent for Chinese brand products to enter the Japanese market directly. In the development of Nantong Development Zone Wei Fu Foreign Trade Co., Ltd., buying Japanese two-tier brands, selling or selling in Japan with Japanese brands has become the current development goal of enterprises. Feng Ming, director of the office of the company, revealed that the idea of Wei Fu's acquisition of Japanese brands is under way. At this exhibition, many Japanese brands have been deeply discussed. But Feng Ming also admitted that the road of domestic sales may not be as smooth as imagined. Enterprises that have always been outside the main business have turned to operate brands, and market mechanisms and customer systems are not mature enough in many respects. In the development of brand management, Wei Fu will still maintain a prudent and steady pace.

Japan's design and planning concept is leading and has a large number of professionals. Increasing exchanges and cooperation in this area will be the trend of development between the two enterprises in the future. At the same time, Chinese enterprises will make use of the advantages of cooperation with Japanese enterprises to introduce Japanese brands that are innovative in design, fashionable and suitable for the Chinese market to sell in China, extend the trade chain, and will also open up new business areas for enterprises. "Whether our brands go out or the Japanese brands come in, the two sides only have to carry out multi faceted cooperation in order to open up wider market space, which is the next direction of development of China Textile and garment exhibition." Sun Xiaoming said.