It has been more than half a month since the 14th Australia China Textile and Apparel Exhibition concluded at the Melbourne Convention and Exhibition Center. What are the companies that have returned from the exhibition busy lately? How did you gain from this Australian exhibition? Have you reached any direct or indirect cooperation intentions with Australian buyers? How to further improve your products according to Australian consumer demand? Recently, reporters conducted follow-up telephone interviews with several companies participating in this Macao Exhibition.
There is a market for enhancing order flexibility
Understanding market demand and making changes that suit the company’s own characteristics will not only gain new hope, but also seek broader development space during the industry’s transformation and upgrading period. “Compared with the traditional European and American export markets, the Australian market has the characteristics of small orders and multiple varieties. Due to the rapid increase in textile production costs, price competitiveness has dropped sharply. The company has begun to pay more attention to the Australian market, focusing on quality, service, The delivery time is fast to win new markets.” said Huang Zhijun, chairman of Suzhou Rongwei Import and Export Co., Ltd., who recently returned from participating in the Australia China Textile and Garment Exhibition.
Suzhou Rongwei mainly produces outdoor sportswear products. The company transitioned to small batch orders five years ago. According to Huang Zhijun: “At this year’s exhibition, we still focus on outdoor sportswear. The unit price of the products ranges from US$5 to US$55. The number of orders received is generally 300 to 500 pieces per order. Australian customers are There are many scattered purchasers, and customers have high requirements for product quality. Although the number of orders is not large compared to the European and American markets, purchasers have a high price tolerance. The profit margin of products is generally about 25% to 30%. Quite satisfactory.
Jiangyin Jiaxiang Trading Co., Ltd. also has many years of experience in participating in Macao exhibitions. It mainly deals in knitted textiles, clothing, leather products, handicrafts, shoes and hats, etc., with an annual export volume of US$40 million. According to the company’s general manager Wang Wei: “Most of the buyers in the women’s clothing section of this Macao Exhibition are designers, and there are also some small retailers. The men’s clothing and uniforms sections are mostly wholesalers. In the past, the uniform products we encountered Previously, buyers imported fabrics and then produced garments locally in Australia. Now buyers are interested in purchasing fabrics and garments directly from our company. At this exhibition, our company mainly displays designer brand women’s clothing. Women’s clothing has a broad consumer base in the Australian market. Due to accurate market positioning, we have become the only supplier in China of PERMAPLEAT, a larger Australian wholesaler specializing in student uniforms and school workwear. Therefore, sales this year have also increased by 30 %~50%. At the same time, the company has also increased the display of men’s clothing, mainly to test whether the product meets the needs of the Australian market.”
Wang Wei said: “In order to meet the needs of Australian buyers with different characteristics such as retail, wholesale, and boutique stores, and provide them with more product choices, the company has strengthened its operations of small batches, multiple varieties, and flexible order placement. model. Although our product order volume is around a few hundred pieces, the unit price of the products is relatively high, basically around US$25 to US$45. However, because we cut out the middleman and sell the products directly to retailers, our Orders in the Australian market have relatively good profit margins.”
There is room to improve product technology
The climate in Australia is mostly warm and hot, so there is a high demand for summer clothing such as T-shirts, shirts, and shorts. In recent years, Australia’s high-quality tourism resources have also attracted a large number of overseas tourists, bringing huge consumption potential to the Australian textile market, especially golf hats, T-shirts, beach pants, khaki shorts, towels, bath towels, etc. for leisure vacations The demand for mainly textiles continues to grow.
Wang Wei believes that in the downturn of the traditional European and American markets, although Australian merchants do not place large orders at one time like European and American merchants, the ordering demand of buyers is relatively stable. With European and American buyers generally lowering prices, Australian merchants have a relatively high price tolerance for products. The most important point is that once the company’s production capabilities and product design are recognized by Australian customers, it is likely to obtain long-term cooperation opportunities.
Wang Wei said: “Unlike my country’s traditional export market for textiles and clothing, the Australian market has diversified and personalized consumption characteristics. Buyers’ order prices are generally about 20% higher than those in European and American markets. And Australian merchants have high integrity , cooperative attitude and dedicated attitude, these are the unique charms of the Australian market.”
Huang Zhijun also said: “Only by fully understanding the market, improving the technical content of products, and developing products that suit local needs can we win the market. Since Australians like outdoor sports, clothing or apparel for outdoor sports is still very popular in Australia. Very popular. Such as: gym sports tops, shorts, outdoor cycling clothes, etc. Originally, our company mainly focused on the American market, mostly home and leisure products. However, for the increasingly competitive outdoor clothing, we have developed new technologies and new products. Products, proactively provide customers with a variety of products suitable for their markets, and ensure the best quality to customers, can we gain a foothold in the Australian market. Now for the Australian market, our company has also developed a batch of functional fabrics for productionThe outdoor clothing produced is antibacterial, breathable, waterproof and other properties. This is our second time participating in the exhibition this year. We have already signed an order of approximately US$70,000, and are still negotiating for other related products. Overall, the effect of the exhibition was ideal. ”
Seize opportunities in specific areas
Ningbo Huarui Haitian International Trading Co., Ltd. is an exhibitor at the Macau Exhibition that mainly deals in functional fabrics and knitted safety workwear and other products. Founded in 2006, the company is a high-tech textile enterprise integrating R&D, production, trade and investment. It provides domestic and foreign customers with a series of products and services including textile raw materials, fabrics, clothing design and garment production, and trade. Mainly engaged in various types of knitted fabrics and clothing. Wang Hongzhong, the general manager of the company, told reporters that at this Macao Exhibition, the company brought functional fabrics, clothing, safety workwear and other products. Compared with woven safety workwear products, knitted safety workwear products have a more casual style, good breathability, and are suitable for use in spring and summer. There is an endless stream of buyers who come to consult, and they are all interested in the functional quality of the products. Show great concern.
At this Australian exhibition, after careful communication with Australian buyers and an inspection of the Australian market, Wang Hongzhong believed that the demand pattern of small orders and multiple varieties in the Australian market is very common. For those who are used to the European market, Enterprises need to proactively adjust according to market demand. In addition, the Australian market has higher requirements for product color fastness and safety, and has stricter quality requirements and testing standards for workwear products. Therefore, companies must have stricter product quality standards while signing orders. Control, so that we can seize the opportunity of Australian market demand and increase more Australian orders.
