Bobbin and Lace and Tatting

Mengna join domestic market

These days located Yiwu Beiyuan industrial areas Zhejiang Mengna Corporation administrative building 2 floor meeting room brought together almost all middle above, mainly discuss 2009 sales strategy. Addition unequivocal “Paul smooth” chairman Soya tone also repeatedly asking everyone upgrade confidence jointly cope this “winter.”

    Over 1 ago, Premier Wen Jiabao inspected Mengna company. In this building 1 floor display Chamber, premier: “to long I Zhejiang enterprise formation views starting, Zhejiang private enterprises characteristics can 10 words summarized: pioneering, innovation, tenacity, hardship, flexible – these 10 words is Zhejiang private enterprises reformed opening 30 years exercise while possess greatest advantage, also you overcome current difficulties created conditions. insist 10 words, we certainly through immediate difficulties. ”

    As largest socks and socks materials production enterprises Mengna employs 5000, annual socks 500,000,000 pairs, 2007 sales nearly 7 billion which export 73,000,000 U.S. dollars; 2008 sales material tat 1000000000 yuan . Today Mengna is preparing in Shenzhen SME board listed. “At this time uphold listed is feel ‘winter’ reshuffle after spring will better.” Company executive Director Ho Hui Qun said.

    30,000,000 yuan profits “evaporation”

    Mengna brochures page printed line tone no small word: “world number of people having Mengna socks?” Soya tone said average, world can say every 10 people 1 pairs Mengna production socks.

    Mengna annual’s 500,000,000 pairs socks there Liucheng exports export U.S. maximum over yield 1 / 4. MOFCOM statistics show 2003 continuous 4 years socks enterprise export are Mona largest 2007 over 73 million U.S. dollars, which export U.S. 40,000,000 U.S. dollars. But as this global financial crisis birthplace, U.S. consumer market shrinking let oceans this shore Mengna punched “chills.”

    ”And 2007 compared we China socks procurement decreased by 30%. Ago Americans wear socks is by function points – Sports 1 pairs, housework 1 pairs, out again 1 pairs, but now not share then clarified. ago socks dirty often wash not wash on lose, now also ‘durable’ a, broken will lost. “to Yiwu procurement certain U.S. supermarket chains source purchasing managers Pakhalina tell early newspaper reporter.

    Mengna foreign trade manager Zhangxiao Jun said: “2008 1,2 month began feel subprime crisis threats: part U.S. customers Huokuan delay; next single customers uncharacteristically, from reminders delivery become Let late submission cargo, because there inventory. ”

    Meanwhile, last first half accounted material cost 3 / 4 about cotton, spandex etc. prices about 20% so total costs 10% ~ 12%; labor costs capita rise approximately 300 yuan / month, coupled RMB appreciation etc. 2008 years hosiery enterprise cost has risen 15%. From last March started Yiwu more than 1,000 sock mills already in 100 superfluous home collapse. 3 months ago, Mengna company changed “orders after from planned part to factory complete” approach, will production socks Average assigned six branch, orders announced later allow branch bid, Who out minimum price Who Nathan.

    Soya tone said 2007 has anticipated plays prime crisis may U.S. real economy impact began export steering Denmark, Germany, France other European markets but financial crisis has spread Europe again brought strive overseas sales energy put in South America, Africa and Middle East. Although now margins remained 10.06% more but expected 2008 costs will 30,000,000 yuan profits evaporation, “previous high profits smoothing the.”

    Abandoned some foreign single cast domestic market

    ”Current circumstances, we with other enterprises spell main not price but time.” Chairman Assistant Ding Wei disclosed with some small customers “postpone delivery” requirement contrary large foreign customers delivery time was “sped “the, ago procurement time basic is 6 months but now shorten liquidity time require 2 months must arrive” We have capacity 700,000,000 pairs scale production cycle adjustment no problem, buyers should 2 months do 1000000 pairs quantity only to ours enterprises we price can accounted initiative. ”

    Therefore many domestic same behavior get orders desperately prices down when Mengna initiative give up some peacetime delivery money not timely, randomly change quantity and delivery time several 100,000 pairs foreign orders to release capacity, focus on big customer. “Small customers withstand risks weak, should cargo unstable anytime may collapse and prices down low profits seldom.” Ding Wei said, PUMA, GOLD TOE, POMPEA, KETTENBACH, PHANTOM such strategic partners have Digestible Mengna 90% exports. With these big clients cooperation is not adopt previous foundry production (OEM), but design and production (ODM) mode: buyers against price, composition, style so on concepts Mengna Dachu samples for selection “Many philosophy is our own. ”

    Last October, Mengna with above strategy partners new contract ago clear: can shorten procurement time this premise requirements export price increased 15%. After rounds negotiations, sides agreed will Unit Price raise 8%.

    But even increase 8% later, export margin still due rising costs been pressure to lows. Time, Soya tone began will sights domestic market. Present China Socks market no enterprise occupy 3% above share, apart malls few upscale products Hosiery not yet foreign brand enter. According Textile Industry Association statistics, annual China Socks market scale 400 billion give enterprise leaving quite broad space.

    Tackling brand Weaknesses

    In Mengna company circulating such stories, Hong former hwa wearing son from U.S. brought back brand socks GOLD TOE (gold toes) to Mona inspected, company staff tells him: socks is Mengna produced.

    With Chinese many textile enterprises like long OEM let Mona in domestic visibility not high. Now focus To steering domestic market let Soya tone bent do brand.

    In Mona interview, Morning Post reporter saw: Workshop, enterprise shuttle, foreground hall, meeting room even every fan glass door Du stuck Olympic logo – Mengna is Beijing Olympics hosiery Product exclusive supplier this is Olympics first time in history hosiery supplier. Early last year Mengna began with NBA cooperation actually trying expand brand. Executive Director Ho Hui Qun “Now we can Yao located Rockets, Yi located’s Nets etc. all NBA teams LOGO used stockings.”

    To tie domestic marketing, last Mona in pathway also adjusted. Previously, Mengna 95% domestic rely wholesale and large supermarket. Last year, other wholesale Baoliu province behalf mode, other markets channels flattening reform will sales network direct stretched terminal, ensure terminal direct contact. Company has in Zhejiang opened seven 150 square meters stores, socks addition functional Commodity foreign also given gift meaning.

    ”Basic not profitable mainly tree brand.” Ding Wei said.
About the Author

I am China Manufacturers writer, reports some information about adidas soccer socks , double breasted suit.

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