Factors Affecting RMB Appreciation: Mainland Garment Export Enterprises Are More Difficult

< p > although the weather has just cooled down, Feng Shixia, the vice president of Beijing Ya Po Road chamber of Commerce and the founder and chairman of Beijing Costa apparel Co., Ltd., who produces down garments for the Russian and Eastern European markets, has already felt the frustration of the down market in Chaoyang District this winter. < /p >
< p > at present, the annual output of the national down garments is over 260 million pieces, with an average of 2 down garments per Chinese every year. Affected by the outbreak of avian influenza this spring, waterfowl have been slaughtered, and the output of down has decreased significantly. Since the beginning of this summer, the price of domestic feather and down materials has continued to rise. Some high quality raw materials have risen by half or even twice as much as in 2012. However, in the garment market, consumers at home and abroad are unable to bear such a large price increase. The profit of the down garment production enterprise is as thin as paper is further compressed. Coupled with the appreciation of the renminbi, the mainland garment export enterprises are more difficult. < /p >
Feng Shixia P is a member of many garment export entrepreneurs whose cost is rising but their profits have shrunk. 8 years ago, the small, beautiful looking woman who claimed to be "not counting the bills" founded her own company, Henan, in her road. < /p >
< p > "Ya Po Road" is a street less than 500 meters near the embassy area in Chaoyang District, Beijing. In the early years, the Russian masters and the diplomatic corps of the Chinese missions gathered here. Today, it has become the largest distributing center for clothing export trade in China. Its annual trade volume is more than 5 billion US dollars, and its trading partners come from more than 30 countries and regions in Eastern Europe, Central Asia and Africa. It receives more than 6000 purchasers every year. < /p >
< p > with the prosperity of Ya Po Road, Feng Shixia, who started from Ya Po Road, is also expanding her business. Today, Cora Faith Na has entered the top three brands of the export brand of Ya Bao Road, bought nearly 2000 square meters of shops in the office buildings in downtown Beijing, opened a brand flagship store, purchased 30 acres of land in the suburbs of Beijing, planned to build 50 thousand square meters of business headquarters, and built a modern, information-based management base for R & D, operation, logistics and settlement. < /p >
In an interview with reporters today (P), Feng Shixia said: "over the past few years, the appreciation of the renminbi and the increase in production costs, the international financial crisis, the export market weakness, and the bird flu this year, have been ups and downs. In order to survive and develop, the most important thing is honesty. But honesty and sincerity are not enough. Garment export enterprises in the mainland must improve their brand value and design ability. Like the fashionable fur fur coats that we produce, they are not limited to the previous functions of keeping warm. They have been innovating in the aspects of edition design, stereoscopic cutting and fur blending. They integrate fashion and fur, and are especially suitable for the luxury of Russian and Eastern European markets. < /p >
In 2009, in order to stabilize the brand's long-term influence in the Russian and Eastern European markets, Cora Faith Na invested heavily in inviting Russian pop star Olega Buzeva, Russian national football player Dmitri Tara P as the brand image spokesperson, and at the same time establishing a product research and development center in Moscow, specially appointed Italy international fashion designer Mauro Taliani as a brand design consultant. Tully Arnie has been the creative director and Design Consultant of international brand HUGO BOSS and CLAVIN KLEIN, and enjoys high popularity in the international garment industry. < /p >
< p > 2010, Cora Faith Na established a cooperative relationship with Italy Nattalie Lo Dy (Nellyrodi) design office, set up the "CLASNA Italy product research and development center", and achieved the goal of opening 120 brand stores in Russia in the same year. < /p >
< p > Feng Shixia said that in the future, Cora Faith Na will continue to expand Russia, Eastern Europe, Western Europe and China, and fully display its own design advantages through multi brand operation and phased execution. It will enhance brand value and enter the markets of Nordic Europe and the United States, and gradually realize the goal of brand globalization. < /p >