(1) Information of Dongguan Garment Accessories Market
On October 23, 2008, my colleagues and I went to Humen, the biggest garment accessories market in Dongguan and took the market research in six garment accessories markets in Humen (namely Bomei, Caifu, Fumin Clothing Material, Huacheng, C Section of Humen International and E Section of Humen International). We came here with full of expectation, but it caused more heartache.
● Bomei closed 60% stores, Caifu 10%, Fumin Clothing Material 5%, Huacheng 10%, C Section of Humen International 70% and E Section of Humen International 10%.
● “It will be very well for a fly in the store.”
● Storekeeper had nothing to do, only playing cards to spend the time.
● No matter who came in, he would carry with the “bitter face”.
● “What is the business and does it have any relations with our accessories?”
● “Oh, the electric business, you had better to go for the electric department and it does not have any relations with our accessories.”
“Half stores in Humen International Accessories Market were empty and some were closed. The open one was less than one third. There might one or two persons walking through the corridor. The whole market was empty, without any purchaser. There were more open stores in Caifu Market, but most bosses were playing the computer in their stores, some playing games and some watching films. Even several bosses came together to play card. When I came in to take the investigation, they all complained that the economy was bad this year and the business was hard to operate, even the capital was difficult to be won back. And several bosses also asked ‘does the state will issue the subsidy this year owing to such situation?’ I couldn’t calm down quite long for seeing the view and hearing the complaint. Facing to such status, the first thing for them was not the self-help, but waited for the coming of the opportunity and business, or the state subsidy.”
The above thing was the information when Guangzhou Heart and Soul Network Science & Technology Co., Ltd. did the market investigation in Dongguan. I don’t know, after reading it, whether you have the same feeling or even worse. Let’s finish this market investigation report with the sad feelings, for it is not just the collection of data, but it can assist us in establishing the effective prescription to cure our “pains” according to the data analysis.
(2) Result Report of the Investigation and Research in Dongguan Garment Accessories Market
I. Background:
Under the background of the financial crisis, all walks of life in our country are affected to the varying degrees. Especially for the garment industry, it is bugged down in the unprecedented situation. The great depression of the textile garment industry directly affects the development of the garment accessories industry.
In order to understand the status of the garment accessories industry, support the garment accessories industry to walk out the mess and buck for the new trend, China E-Commerce Association authorized Guangzhou Heart and Soul Network Science & Technology Co., Ltd. to take the market investigation and research in the garment accessories market in Humen of Dongguan. The investigation was carried out mainly around “Status and Trend of Exploring the On-line Sales Channel with Low Cost and High Efficiency in Garment Accessories Industry” and it took the statistics of 244 garment accessories stores.
II. Results:
According to the data of the questionnaires, we can draw that:
1) Over 90% of garment accessories merchants considered that the business was not well this year.
2) About 90% of them did not understand the development status of network marketing in the garment accessories industry.
3) At present, only 5% of them did the business via the internet.
4) About 60% of enterprises would like to try the network marketing.
5) Among the enterprises that did the business via the internet, about 70% said that the effects were not evident.
6) Through the investigation of the reasons, the computers of the company that used to do the business on the internet only occupied 5%, while the one of browsing the webpage, chatting, watching films and playing games occupied over 90%.
7) The one who had the difficult in the computer operation and skills of the network marketing occupied over 90%.
III. Results Analysis:
From the data analysis of the investigation, we can draw that:
1. The economic situation this year brought the huge negative influences to the most garment accessories enterprises. The traditional marketing way is hard to bring in the economic benefits for the enterprises.
2. For the moment, the network marketing is not emphasized in the garment accessories industry and there are little garment accessories enterprise takes the network marketing via the internet.
3. The competition consciousness is not strong for the enterprises in the garment accessories industry and they know little of the new trend and new developments of the competitors. The crisis consciousness is poor and on occasions of the gloomy economy, they do not independently exploit the new developments.
4. Quite parts of the garment accessories enterprises have became aware of the significance of the network marketing for the company development. There will be more and more garment accessories enterprises to sell their products via the internet.
5. The network marketing does not bring in the effects to the enterprises that have applied. Furthermore, the fruitless reasons mainly resulted in the bad mastery and application of the network platform by the enterprises that have applied the network marketing.
6. Enterprises that understand the network marketing in deed are extraordinarily little.
IV. Solutions:
To get rid of the situation of the gloomy economy, keep the sustainable and fast development and reveal themselves among the competitors, the program and adjustment that the garment accessories industry needs to carry out promptly are to try for the new developments:
1. Based on the traditional marketing, carry out the network marketing.
2. Study and master the network marketing as soon as possible. Wherefore, China E-business Association consigns China Garment Accessories Net to host the training course of the network marketing for the garment accessories industry for free and the courses contents include: Practical operation of network marketing, huge changes that the network marketing brings in to the enterprises, walk out the misunderstandings of the network marketing, the filling method of the keywords, how to do the business on the internet and the anti-spoof skills for the on-line sales.
3. Find the suitable professional platform for the garment accessories enterprises to perform the network marketing. Upon investigation, the current large comprehensive network trading platforms include Alibaba and HC360.com, and the professional trading platform in the garment accessories industry is China Garment Accessories Net.