In 2020, the sudden epidemic caught my country’s clothing companies off guard. After the beginning of the new year, the company’s original development and planning were somewhat out of rhythm. For a time, the anxiety caused by the epidemic enveloped many companies. However, in the face of difficulties, many clothing companies and brands are still actively coping in various ways.
Responsible, clothing companies switch to production of protective equipment
With the advent of the epidemic, Masks, protective clothing and other supplies are one of the most scarce supplies currently. Affected by the Spring Festival holiday, related medical device manufacturers have a shortage of workers and insufficient resumption of work, and their production capacity has been restricted.
The epidemic is an order. In recent days, in order to alleviate the shortage of protective equipment, a large number of clothing companies have been ordered to respond to the crisis. Combining their own advantages, they quickly switched from the production of clothing to the production of masks and protective clothing, and achieved a breakthrough in production capacity from scratch in a short period of time. They used practical actions and The country and the people will overcome the difficulties together.
However, it is not easy for clothing companies to develop and produce professional protective equipment in a short period of time. In addition to solving many problems such as raw material and equipment control, staffing, technology and craftsmanship, it is also necessary to implement the transformation or introduction of production lines, improvement and even new construction of workshops, etc. This means that garment companies need to race against time to mobilize all parties during the production conversion process. resource.
In order to compete against time in this battle, Hongdou Co., Ltd. coordinated resources to transform a 100,000-level clean factory with pharmaceutical production level into a production workshop for medical disposable protective clothing, ensuring The safety protection level guarantees the production environment and is specially used for the production of protective clothing.
It is understood that in order to alleviate the shortage of medical protective clothing and medical masks for epidemic prevention and control, for enterprises with production capacity, production conditions, and production willingness, the Jiangsu Provincial Food and Drug Administration has issued emergency medical supplies protective clothing, A rapid registration channel has been opened for masks for emergency production use for epidemic prevention and control. At present, Hongdou Co., Ltd., which has strong manufacturing genes, is actively engaged in the “battle” against the epidemic with the support of 100,000-level clean factories, mature clothing production technology and skilled workers, and is rapidly launching the production of medical protective clothing through technological transformation. . On February 3, the first general protective clothing of Hongdou Co., Ltd. successfully rolled off the production line. After mass production, its general protective clothing production capacity is expected to be approximately 200,000 pieces/month. At the same time, Hongdou Co., Ltd.’s equipment renovation, technical and production personnel recruitment and other work are now in place. The raw materials for protective clothing, sewing machines, and especially critical medical protective clothing tape machines and other equipment in the workshop are also in place. It is estimated that the production capacity of Hongdou Medical Disposable Protective Clothing after mass production is approximately 60,000 pieces/month.
After receiving the demand for the production of protective clothing, Bosideng also immediately organized equipment, raw materials and employees to rush to produce protective clothing. The protective clothing produced by Bosideng is a second-level protective clothing and is mainly used for epidemic prevention and control at highway crossings and other special industries. Although this type of protective clothing does not need to be produced in a sterile workshop, the staff also wear protective clothing and masks to ensure the safety of the production environment. Wang Chenhua, Vice President of Bosideng Co., Ltd., said that the whole country is at a critical moment in the fight against the epidemic. Bosideng organized production equipment, raw materials and production workers as soon as possible, and started production in the shortest time. Bosideng will go all out to support frontline workers fighting the epidemic.
The epidemic affects the whole body, and also affects the upstream and downstream enterprises in the clothing industry. Jiangsu Chi Zipper Technology Co., Ltd. is a well-known zipper manufacturer in China. On the evening of January 27, Chimala received an order for 30,000 protective clothing zippers, and the company immediately organized a surprise production team to resume production urgently. To ensure the health of workers, the company takes scientific protective measures to provide workers with the highest level of safety protection. As for the workers who were notified to work overtime, in order to fight the epidemic, no one complained and rushed to the company immediately to make zippers for protective clothing overnight. On January 28, with the efforts of the assault team, 30,000 special zippers for protective clothing were successfully packed into boxes and shipped to protective clothing manufacturers.
During the special period of epidemic prevention and control, “Evo Customization”, as a leader in the field of large-scale personalized clothing customization in China, has also actively planned and completed the conversion of medical protective clothing, etc. Application for epidemic prevention and control necessities. In the process of applying for production conversion, the company ensures the production of masks and protective clothing that meet the national standard GB19082-2009 by solving its own production sites, production equipment, production raw materials and other hardware, as well as the production capacity, inspection equipment, technical personnel and operating procedures and will operate in strict accordance with the ISO9001 quality system. The relevant person in charge of the company said that the company will go all out to fight the epidemic and provide protection for frontline medical staff. It is expected that the production equipment willThe following stores have been temporarily closed in accordance with relevant regulations. These stores will be reopened according to the unified arrangements of their respective shopping malls and department stores. “The relevant person in charge of Pathfinder said.
Cheng Weixiong, an independent analyst in the footwear and clothing industry and general manager of Shanghai Liangqi Brand, said that the epidemic will exacerbate the difficulties of some clothing companies that are already facing performance problems. Enterprises with offline channels as the main body urgently need to adjust production plans and reduce costs.
In fact, in recent years, the growth rate of domestic clothing retail sales has declined. According to data from the National Bureau of Statistics, in 2018, nationwide The retail sales of clothing products were 987.04 billion yuan, a year-on-year decrease of 4.8%, showing negative growth for the first time; in the first half of 2019, the data was 474.97 billion yuan. Against this background, the clothing retail industry will face greater challenges due to the epidemic.
It is worth mentioning that as the national epidemic situation becomes increasingly severe, although the number of normally operating stores of the well-known women’s clothing brand Inman continues to decrease sharply, Inman has launched an emergency plan and proposed to use physical stores as a supplement. A temporary sales strategy focusing on social sales.
Every day from 9:30 am to 8:00 pm, Inman’s more than 600 store owners across the country will communicate in Moments, WeChat groups or with fans. During one-on-one communication, specific products are launched every half hour and customers are guided to the mini program to place orders. Currently, the daily active users of the “Yinman Weidian” mini program have exceeded 65,000, exceeding the number of “double-digit” users in 2019. 11″ number of active people on that day; the single-day sales of many stores exceeded 5,000 yuan, and the single-day sales of some stores reached tens of thousands of yuan; on February 5th, 140% of daily sales were completed, including Weidian sales Equivalent to the results of the past month.
In this regard, on February 6, Inman founder Fang Jianhua published an article on the self-media platform stating that currently, companies must integrate supply chains, organizational systems, and funds. Security and administrative services are all focused on service sales and service efficiency.
Coincidentally, Jeanswest’s current offline retail sales are also greatly affected. During the Spring Festival, its offline store customer flow and performance were only last year 10% of the same period, it is expected that store sales throughout the spring will be continuously affected. However, the person in charge of the Jeanswest e-commerce platform said that its online performance will be less affected. At present, although the company’s sales on the Tmall platform have a year-on-year However, due to the effectiveness of the multi-platform strategy, including the micro-mall strategy, the overall online performance still increased by about 1 times year-on-year. Therefore, the company’s spring sales strategy will be more online-oriented.
The person in charge also said that Jeanswest Online Retail Company will increase its online marketing and promotion efforts and collaborate with stores to sell spring goods. At the same time, store shopping guides will be encouraged to do more member marketing and promote the brand’s micro-mall mini program to allow members to place orders online.
On February 8, Zhang Jiangping, chairman of Peacebird Clothing, issued an open letter, stating: In recent times, due to the impact of the epidemic, some Peacebird stores have temporarily suspended operations. However, we found that all ‘Bird People’ ‘We have all adjusted quickly, actively looking for new retail paths, and opening up connections with customers through online platforms and live broadcast platforms. Many back-end partners have even joined in to support the business end.
The letter also stated that offline PEACEBIRD men’s clothing, PEACEBIRD women’s clothing, LEDíN women’s clothing, Mini Peace children’s clothing, MATERIAL GIRL women’s clothing, PEACEBIRD LIVIN’ Bird’s Nest, are distributed through the launch of WeChat online membership specials, WeChat flash sales, and mini programs. , rotating live broadcasts in different regions, etc., half of the temporarily suspended stores have sales, and the average daily total retail sales exceed 8 million yuan, and sales continue to increase. The company’s online e-commerce platform goes all out to enhance the shopping experience and ensure timely delivery.
It is not difficult to find that offline sales are under pressure, and e-commerce has become a “life-saving straw” for clothing companies. Industry insiders believe that the SARS epidemic in 2003 accelerated the development of traditional e-commerce platforms Tmall and JD.com. Today, e-commerce channels will show more decentralized and diversified development. In the second half of the year, apparel companies’ offline revenue will relatively decrease, while their online revenue will increase. In the future, more niche and personalized brands will rise by leveraging the advantages of e-commerce, and their forms will not be limited to large channels such as Taobao. More diversified e-commerce channels such as live broadcasts and communities will also take advantage of this.
However, some professionals said that although the e-commerce channels of clothing companies are growing, their relative proportion is not large enough, and traditional channels are still the mainstream. After the epidemic, it will also bring some experience to clothing companies. In the next step, clothing companies and brands should focus on how to improve the efficiency of e-commerce operations, pay more attention to community and membership marketing, and establish closer ties with consumers.
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