Shishi casual pants enterprises to expand the European Union high-end market
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After the outbreak of the international financial crisis, the Shishi City Casual Pants Association launched a "Going Global" strategy to tap into overseas markets. As a pilot unit, Paeonia (Fujian) Garments & Weaving Co., Ltd. successfully implemented a one-to-one transformation. According to recent reports, in the first three quarters of this year, the company's exports to the EU accounted for over 50% of its total output, marking a significant shift and offering a successful example for the broader Shishi casual pants industry, which has been facing overcapacity domestically.
The financial turmoil highlighted the risks within the domestic market, prompting the association to push for product differentiation and market diversification to enhance the industry’s resilience against economic downturns. Following the guild’s guidance, Paeonia focused on the EU market. The company thoroughly analyzed the region’s demands, positioned itself in the high-end, small-batch, and value-added segment, and adjusted its production and management systems accordingly. By establishing a marketing center in Shishi Garment City, it participated in international exhibitions and built direct communication channels with EU clients. Its sincerity and professionalism quickly won the trust of European buyers, who began placing smaller orders.
Each foreign order was treated with great care. The company maintained strict control over fabric selection, fiber content, and color accuracy, ensuring compliance with EU standards such as Oeko-Tex 100. Every order was completed with quality assurance based on shelf-life requirements. As a result, the company earned a strong reputation, leading to an increase in high-end orders. A Spanish buyer initially placed an order for just 5,000 pieces, but now the volume has grown to 50,000 and even 100,000. In the first nine months of this year alone, more than half of the company’s output came from high-end foreign orders, marking a smooth transition to the premium international market.
Industry insiders believe that Paeonia’s success in the EU demonstrates potential in other regions, including the U.S., Latin America, Africa, Japan, South Korea, Southeast Asia, and the Middle East. With the continued implementation of the "Going Global" strategy, Shishi’s casual pants industry is well-positioned for sustained growth in diverse international markets.