On June 9, 2020/KLOC-0, at the launching ceremony of the 2020 "Foreign Trade Boutique Buying the Central Plains" series of activities, Gao Xiang, deputy director of the Henan Provincial Department of Commerce, introduced Henan processing enterprises on the spot.
He mentioned in his introduction that there are enterprises in Henan that provide leather materials to top international luxury brands, shoes and clothing enterprises that process UGG and NEWBALANCE, and even cosmetics enterprises that process Estee Lauder and Lancome.
"Our company has been processing for a long time and there is no promotion. They only bury their heads in pulling carts and don't look up at the road. This is the most deadly place for processing enterprises in Henan. " Gao Xiang said that most of these enterprises do processing for international brands, and some sportswear processing enterprises produce top brands in the world.
"Henan wants to push these brands." Gao Xiang said at the launching ceremony.
In this case, from June 19 to the end of August, Henan Province will carry out a number of foreign trade export products exhibition activities to promote the docking of production and demand of export products in China and expand consumer demand. The first foreign trade commodity exhibition was held on the first floor of Zhengzhou Zhengdao Central Department Store.
At the event site, almost every business is sending a message to consumers: we produce international brands and high-quality products and technologies, and our prices are lower.
Longfeng Furs even launched an unprecedented discount, showing top-level customized products that can't be seen in daily stores. "Because this is an exhibition, we will show our best products," said Li Wei, director of Longfeng Fur Brand.
Daxin Cosmetics Co., Ltd. also brings super preferential prices.
Exhibition is an export and an opportunity for Henan foreign trade enterprises to explore the domestic market.
According to Li Guijie Shao, the current orders are less than 20% of the same period last year, the silk weaving sector is basically only doing tail orders, and the printing and dyeing sector is 30% of the same period last year.
"I am in a state of pulling my teeth or closing the door." Li Gui said that due to the epidemic, the company's foreign orders almost stopped and its exports plummeted. In this exhibition, Zongheng Silk hopes to expand the domestic market layout and find new opportunities.
"At the beginning of the year, it was greatly affected by the epidemic. Not only did foreign trade not increase new orders, but many signed orders required cancellation. The closure of the port has led to a backlog of goods in the warehouse and great losses. " Ding Wenju, chairman of Daxin Cosmetics Co., Ltd., said that he hopes to let more people know that many big-name beauty products are actually at home, and we have a good independent brand.
It is reported that Daxin Cosmetics Co., Ltd. highlighted its own brand Huiziman in this exhibition. According to Ding Wenju, this independent brand was launched on 20 17, which is mainly sold in e-commerce and supplied to buyers.
"As an international famous brand agent processing enterprise, we know that the added value of the brand is very high, and we hope to try to be our own independent brand slowly," Ding Wenju said. We have our own R&D team and design team, and the materials, technology, quality and processing brands used are all equivalent, and the quality is even stricter, but the prices of our own brands are mostly only one tenth of each other's.
Even so, these newly launched independent brands are hard to tear apart in the market.
"We don't know why, but there are many problems," Ding Wenju said. Because the company has been OEM, I don't know how to open channels in China, and the development of its own brand is not ideal.
Facing the difficulties of enterprises, Gao Xiang, deputy director of Henan Provincial Department of Commerce, and Fan Jun, a famous comedian in Henan Province, walked into the live broadcast room with goods, and even carried goods live. Gao Xiang shouted to netizens in the live broadcast: "We have many good products, and many international brands are processed through China. I want to send a message to netizens that Henan also has world brands and the best products. "
It is reported that according to the plan of Daxin Cosmetics Co., Ltd., its own brand counters will be laid in domestic supermarkets in the near future, and then it will expand outward on this basis. But this is still in the planning stage and needs opportunities and strength.
Looking for a breakthrough, there is also Longfeng Group, a world-class leader in sheepskin industry, which is known as "the giant behind luxury goods".
Longfeng Group is the low-key boss of Henan manufacturing industry. In June this year, Henan plans to recommend 15 units to declare the fifth batch of national manufacturing individual champions, among which Jiaozuo Longfeng Fur Enterprise Co., Ltd. joined Sanquan, Zhengxing Technology, I miss you so much.
China Pingmei Shenma, Luoyang Luanchuan Molybdenum, Longfei Automobile, Polyfluoride, Shi Jia Photon, Camel Medical, etc.
In terms of independent brands, Longfeng Group obviously explored earlier and adopted a completely different approach from Daxin in the path.
In this exhibition, Longfeng Group highlighted two major sectors: OEM and independent brands. Among them, independent brands displayed Spain Colomer 1792 (Grammy), American brand Cozy steps (accessible) and the acquired New Zealand century-old high-end brand Rich steps.
At present, Cozy Steps has opened 230 direct stores in China and landed on the all-e-commerce platform. In the future plans, Longfeng also plans to further improve Cozy Steps' product line, adding clothes and handbags in addition to shoes.
Bailey is very confident in the company's products. He took out a product to demonstrate its base material and upper material. The substrate of this product is selected from basf, and the production equipment is desma.
Longfeng Group, as an enterprise that started as an international luxury brand and international big-name processing, has achieved a technological breakthrough in addition to the proud supply of leather materials. For example, one-piece molding technology is one of the few enterprises in the world to master this technology.
"We pay more and more attention to the comfortable pace, because there are not many ways out for OEM." Speaking of the trend of independent brands, Bailey said that the future of enterprises must be developing independent brands.
Awakened independent brands strive to capture the changes in market demand on the road of exploration.
Cozy Steps is aware of the trend of tight consumption under the international epidemic and consumers' pursuit of culture, personality and texture. This year, we specially launched flying woven products and bright color series products.
"In the long run, consumption will continue to tighten for some time, but it is not a downgrade of consumption." Bailey said that consumers will pursue products with high quality and low premium. Moreover, in the case of bad economic situation, people prefer colors with high saturation.
Another interesting phenomenon is that under the global epidemic, the price of luxury accessories is increasing. For example, Chanel announced in May this year 13 that the price of handbags and small leather goods would be raised globally due to the epidemic, with an overall increase of about 5%- 17%. In addition, after the price increase in March, the product price was raised again in LV month.
Bailey called it the "routine price increase" of the brand. Even if consumption tightens under the global epidemic, it can't stop the price increase strategy of these brands. This also shows that for China brands, they should either take the high-end to gain pricing power or fight for the price under the condition of homogenization.
"These two years are the process of domestic brands squeezing foreign brands." Bailey believes that this is obvious in the shoemaking industry, that is, the share of imported brands is getting lower and lower. Under the global epidemic, it is precisely the opportunity period for domestic brands to practice "internal strength".
This also means that for China independent brands, including Henan independent brands, it is necessary to find ways to catch consumers' minds before global consumption rebounds. (Editor-in-Chief Hua)