Chang Yachong, the executive vice general manager of Shanghai Baoman Home Textiles Co., Ltd., told the reporter that since they built their factory in Nantong, Jiangsu Province, they have always made domestic sales market and brand building as the main direction for product development. They only take some foreign trade orders during the low season of domestic sales market from June to the end of July every year, which accounts for at most 20% of the company's annual production volume. He frankly said that although it is a difficult journey to build domestic sales channels for apparels, those who start early will lead the way. "Now it seems that it is difficult for foreign trade enterprises to catch up with us domestic sales enterprises, and at most they can do some wholesale markets." With full confidence, Chang Yachong told the reporter: "In 2012, our company will introduce policies to provide bank guarantees for franchisees with good sales performance and high creditworthiness to help them solve financing problems." Currently, for brand enterprises like Baoman Home Textiles, financing is not an issue. At the end of the year, the reporter interviewed Yu Yannan, the organizer of China Needlework and Cotton Goods Trade Fair. According to him, the recruitment situation of this year's exhibition is pretty good, and the exhibition area has increased by nearly 30% compared to last year. Especially, thermal underwear occupies an entire hall, indicating the momentum of domestic sales in the underwear industry. The enthusiasm of home textile enterprises for participating in the exhibition is also higher than in previous years, which shows that under the situation of declining exports, many enterprises want to try their hand in the domestic sales market. In addition, due to the fact that the exhibition has traditionally been limited to needlework and cotton goods, products like socks and towels, which are large-volume and widely-used consumable textiles, have become the highlights of this exhibition, and all products are labeled with functional fibers to attract consumers. Yu Yannan, who is well-versed in the domestic sales market, also revealed a small secret to the reporter: enterprises producing inconspicuous products make more profit. Our country has both strong production capacity and a vast consumer market, and the textile and garment industry is undergoing a transformation from "order processing" to "brand operation". In this process, the industrial value gradually increases, and the arrival of the turning point in exports and the strong growth in domestic sales will become catalysts for the enhancement of industrial value. Brand building transforms external pressure into internal motivation. Li Zhiyong, the general manager of Guangzhou Donghai Peng Dyeing and Finishing Weaving Co., Ltd., is a knitted fabric production enterprise with weaving and dyeing capabilities. His business in Zhongda Fabric Market in Guangzhou is thriving. Li Zhiyong said, "We have positioned ourselves in the mid-to-high-end domestic sales market since we built the factory, and most of our customers are domestic garment factories. Currently, the business is good, but affected by the overall environment, 2011 was slightly worse than 2010." "For dyeing enterprises like ours, the environmental protection cost in Guangdong is very high. If we don't improve product quality and added value, we will definitely go bankrupt." Tang Yunqiang, the chairman of United Textiles Co., Ltd., a branded merchant in Zhongda Fabric Market in Guangzhou, is one of the few merchants in Zhongda Market who owns their own production enterprise. Mr. Tang is quite impressive - you need to pay 100% cash to buy his goods, "I only do business with branded enterprises, and the goods can be picked up 3~6 months after payment." Tang Yunqiang said, in Zhongda Market, the world's largest knitted fabric wholesale market, "United" has become a branded merchant. Although it is not the largest, it should be the best - that's my philosophy. "How to achieve this 'best'? It relies on my 23 years of operating experience from selling fabrics to opening a factory. The improvement in management makes me a higher-class merchant in the market." In recent years, the China National Textile and Apparel Council has been advocating a four-in-one brand value system of "quality, innovation, rapid response, and social responsibility", which has now been widely recognized by enterprises of all sizes in the industry. In fact, brand building is the inevitable requirement of transforming external pressure into internal motivation. This article comes from Fashion Matching Network (http://www.daban.org.cn). Please indicate the source when reprinting.