Research On The Transformation And Upgrading Mode Of Chinese Garment Foreign Trade Enterprises

After years of development,the domestic OEM enterprises have developed rapidly,and with its cheap labor,land and raw materials resources embedded in the global production network,of which the textile and apparel foreign trade industry is typical,occupiing an important position in Chinese economic development.However,with the labor cost increasing and the appreciation of the RMB,clothing OEM business situation seems not good.At the same time,such as India,Vietnam,Kampuchea and other Southeast Asian countries,the garment factory OEM has gradually replaced China's "world factory" status,and become OEM factory of H&M,ZARA,C&A and other clothing giant companies.The result of the change of foreign trade environment is the reduction of orders,which makes the foreign trade enterprises facing great pressure.Therefore,it is necessary to study how to effectively realize the transformation of Chinese clothing OEM enterprises to their own brands.Based on buyer driven theory,and network constructed theory analysis framework of the core competitiveness of enterprises,domestic and foreign scholars,summed up the foreign trade clothing enterprise upgrading path is the OEM-ODM – OBM.This essay will be based on current situation that the foreign trade clothing manufacturing enterprises faced,and try to build the analytical framework model of transformation and upgrading of OEM enterprise.By the research of five OEM enterprises,we found that the transformation and upgrading model should not straight forward towards OBM,and those enterprises should choose transformation model according to their real conditions.During the upgrading process,foreign trade clothing OEM enterprises could select the appropriate enterprise through direct or indirect upgrade model according to the enterprise's own funds,dependence on buyers of OEM and brand-operating skills of the specific circumstances,and the network marketing ability,financial ability,technical content,and dependence on buyers of OEM are the main factors affecting foreign trade clothing enterprises OEM model transformation,E-business,the new media Channel marketing and innovation under the new normal government incentives are particularly important in the process of transformation and upgrading.