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. A pilot company, 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 volume. This shift has provided a successful model for the Shishi casual pants industry, which is facing relative overcapacity at home.
The financial turmoil prompted the Shishi City Casual Pants Association to recognize potential risks within the industry. With a saturated domestic market, the association emphasized the importance of 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 conducted in-depth research on the EU market, positioning itself in the niche, high-value, and premium segment. It also adjusted its production and management systems accordingly. By establishing a marketing center in Shishi Garment City, the company participated in international exhibitions and built direct communication channels with EU clients. Its sincerity and professionalism left a strong impression, leading to increased interest from European buyers.
Each foreign order was handled with great care. The company maintained strict control over fabric selection, fiber content, and product specifications. Clothing colors were strictly aligned with EU customer requirements, and all products met the rigorous standards of the EU Oeko-Tex 100 certification. Every order was completed with quality assurance, ensuring that it met the shelf life and performance expectations of customers.
As a result, the company earned a solid reputation, attracting more high-end orders. A Spanish client initially placed an order for 5,000 pieces, which has since grown to 50,000 and even 100,000 units. In the first nine months of this year alone, the company completed over 50% of its total output through high-end foreign orders, marking a successful transition to the premium international market.
According to insiders, the continued implementation of the "Going Global" strategy by the Shishi slacks industry has proven effective. Paeonia’s success in the EU market demonstrates that there are still significant opportunities in other regions, including the U.S., Latin America, Africa, Japan, South Korea, Southeast Asia, and the Middle East. With sustained efforts, these markets can become key growth areas for the industry.