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SUSTAINABILITY, INTERNATIONALITY, VISITOR QUALITY CHARGE THIS YEAR'S EDITION

The latest edition of DOMOTEX – the world’s leading showcase for carpets and floor coverings – stood out as the industry’s biggest, most pivotal hub for trends and innovations. A total of 35,000 attendees – 70% of them from abroad – were on hand for the four-day event to explore the latest trends, products and solutions presented by over 1,400 exhibitors from more than 60 different nations. The show’s keynote theme of "ATMYSPHERE" highlighted the aspects of flooring products that contribute to a sense of wellbeing and promoted naturalness and sustainability – topics thoroughly reflected by the products on display.
 
"DOMOTEX is and remains our most international tradeshow. We are delighted that the event attracts attendees from around the globe, who come for 2.3 days on average – 60% from Europe, 25% from Asia and 10% from the Americas, with the remainder from Africa and Australia," said Dr. Andreas Gruchow, the Deutsche Messe Managing Board member in charge of DOMOTEX.

Sonia Wedell-Castellano, Global Director DOMOTEX, was impressed by the positive response: “The number of visitors reflects the current market concentration. The further increase in visitor quality at the trade fair is important for impulses in the 2020 financial year. The proportion of decision-makers is 90%, of which every second functions as a member of the management, company or management ”.

One out of two attendees generates new leads at DOMOTEX
Based on this year’s visitor survey, almost half of all attendees (44%) used the event to generate new leads. Fred T. Keller, Marketing Director of Theo Keller GmbH in Bochum, Germany, reported a high number of walk-in visitors and new customers. He attributed this mainly to ongoing enhancements to the event, particularly the new hall layout launched in 2020, which he saw as a major step forward. "This new design has resulted in many more spontaneous customer contacts than previously, and we couldn’t be more delighted. DOMOTEX is definitely the most important trade fair for us."

Attending DOMOTEX was also a "must" for Mirco Schäpe, Product Manager LVT at JAB Teppiche Heinz Anstoetz KG in Herford-Elverdissen, Germany. He spends several days at the event every year to meet up with existing and potential suppliers and "get a feel for emerging trends,” as he put it. Michael Massmann, National Sales Manager & Vice President of Textile Trading Group, Winter Park, USA, said he used DOMOTEX mainly to generate new leads, adding that: "We are naturally also keen on establishing new, preferably long-term customer relationships, while at the same time deepening our relations with existing customers and suppliers. We have attended every DOMOTEX since our business was founded three years ago, and that’s not going to change."

"ATMYSPHERE" as a common thread
The show’s lead theme was also well received by exhibitors. For example, Bernhard Reinkemeier, CEO of Reinkemeier Rietberg based in Rietberg, Germany, referred to it as being a "good match" for his company’s objectives, adding: "We very much welcome the lead theme and its flanking measures, all of which are highly attractive and have helped us reach our goals."

"The lead theme perfectly reflected the spirit of the times, and its significance was clear to see throughout the halls. We are already busy exploring ways of featuring sustainability to even greater advantage at DOMOTEX 2021," remarked Wedell-Castellano. "I also very much look forward to teaming up with the show’s players from the business community and the skilled trades so as to generate even more benefit for the industry and its clientele next year."

Cooperation and local production the new trend

Nairobi (GTAI) - China dominates infrastructure projects and the construction industry in East Africa. But now the Kingdom of the Middle is also intensifying its commitment in trade and industry.

The Chinese advance in East Africa is breathtakingly fast, focused, efficient and highly successful. The approach is simple: one makes a business proposal that meets the wishes of the decision-makers, brings everything with you, including financing, and the project will be brought out with Confucian efficiency.

Because the customer is satisfied, follow-up orders are being placed. And the more orders there are, the more Chinese activities are there that no longer have anything to do with the original project: Trade, housing construction and business start-ups. And the more the debt with Chinese financiers rises, the more their interest grows in ensuring that the debt can be serviced.

China is fast - on its terms
In Kenya, the Chinese breakthrough came with the comparatively short road from Nairobi to Thika. The international donor community was willing to finance a road construction project, but only at the usual terms, such as regular feasibility studies and tenders, but at favorable interest rates. During the term of office of the former acting President at the time, all this would not have been completed.

Meanwhile, the Chinese made a different offer: shortest construction time and commercial credit with free hand and political backing. Residence permits were issued in an urgent procedure, and work had already begun before necessary expropriations had been completed. Everything was brought along, even truck drivers and food. Deliveries were made on time for the end of the President's term of office.

If customers are satisfied, there are follow-up orders. For example, a new railway - the favorite project of the current Kenyan President Uhuru Kenyatta - is also being built, financed and operated by the Chinese. The usual donors, such as the World Bank, had previously declined because the project was unlikely to pay off economically. Thanks to Chinese commitment, the first route from Mombasa to Nairobi was completed in time for the presidential election campaign and could be marketed as a political success. The fact that, in the opinion of critics, that the section was three times as expensive as necessary, was not contested by the voters.

Chinese appearance in the ripening process
Chinese companies had learned a lot from the first road project: They now know what the Kenyan business world and industry can and can't do, what they need, how they tick, how to do business in Kenya and how to deal with bureaucracy and widespread corruption, what cartels and monopolies one has to fear and how to deal with them if necessary.

Thanks to this knowledge and preferential treatment in work permits, Chinese construction and trading companies were able to gain a foothold within a very short space of time. And the more Kenyan government orders go to Chinese companies and the more Chinese traders gain a foothold in Kenya, the more Chinese goods flood the country.

But not only that: Chinese companies have been founded to manufacture locally. In addition, hordes of Kenyan workers are employed or Kenyan goods are being purchased if they are cheaper and/or better, or, logistically speaking, can they be procured more quickly. Kenyan companies and workers have also learned what is important to the Chinese partners - a learning and maturing process on both sides. Some Chinese people have married local and want to stay.

State acquisition perfected
Meanwhile, Chinese companies have virtually "perfected" their government procurement, reports the leading Kenyan daily newspaper "The Nation" with a sarcastic undertone: Chinese acquirers use an English first name that can be remembered and pronounced and, accompanied by a politically well-connected "fixer", visit together a cabinet secretary or the head of a semi-state company and make a proposal for a major infrastructure project combined with the promise to provide the financing.

A "Memorandum of Understanding" is then signed very quickly, followed by a commercial contract with the responsible ministry. Then only the Ministry of Finance has to sign the loan agreement and the deal is perfect. Parliament, budget controllers and the state auditor are excluded. The fact that high commissions and so-called kickbacks (bribes) are being paid in these transactions is in the nature of things.

German companies that participate in Chinese projects may be familiar with this background and are therefore usually very cautious. In other words: German-Chinese business relations in East Africa are reluctantly hanged on the big bell, because the German reputation could suffer. The German-Chinese business relationships that have nevertheless become known are quite different but show a range of possibilities.

Professional cooperation without ideology
On the one hand, there are German companies which are based in China, either independently, as joint ventures or in the form of cooperation. Such companies are considered "Chinese" because they know the rules of the game, the correspondence can be conducted in Chinese and the bank account exists in China. Then there are other German companies with whom one has already worked successfully together in Germany or elsewhere in the world - so why not again? And there are German companies that have a lot of experience in Africa and are well networked, such as consulting firms that can take over construction supervision. It is often the Kenyan client who demands a neutral and professional watchdog.

Many German products are appreciated by the Chinese. If a German company in Kenya is successful with construction chemicals, a Chinese company will also like to come back on them. And if a German construction machine has the desired specifications, it is also being bought by Chinese people in Kenya.

Chinese companies are first and foremost concerned with business and not ideology. German products and services have a good reputation worldwide, even among Chinese people. If China did not used them for its first projects in East Africa, it was because of a lack of knowledge of what is locally available and what is not. In the meantime, this has changed dramatically. And like everywhere in business life, contacts count and they need time to be established.

Chinese are the new Indians
It can already be foreseen that the driving force behind new industrial projects in Kenya will no longer come from entrepreneurs of Indian origin, but from Chinese ones. Once planned Chinese-built industrial parks are completed, there will be a wave of Chinese investment. If these investors first look at Chinese technology, it is only because they are better acquainted with the Chinese market. Anyone who knows and appreciates German products, on the other hand, will know how to weigh up the commercial advantages and disadvantages. For example, one of the first Chinese industrial projects in Kenya, the building materials supplier China Wu Yi Precast, has primarily installed German technology.

Farthest in Ethiopia
What applies to Kenya also applies to Ethiopia, where the Chinese advance is already much further ahead. There, too, the Chinese have built a railway, much more modern and cheaper than in Kenya. And more importantly, they are building industrial parks throughout the country where international companies can find good conditions for low-wage production. The first textile, clothing and leather factories report successes. Food processing and pharmaceutical companies are coming in a second wave. Of course, there are many Chinese companies in it, but not only. And, of course, German companies have good sales opportunities if they make the appropriate marketing efforts.

In Uganda are Chinese traders who have been mixing up the local market. The great Chinese engagement will only come with the start of the oil production and when the Kenyan railway has reached the Ugandan border. In Tanzania, the Chinese currently have less to report because the incumbent president, who is committed to fighting corruption, wants it that way. Instead of Chinese, he gets his railroad built by Turks. Meanwhile, Djibouti has become so heavily indebted to China that its influence can no longer be stopped.

New tones from Beijing
While the Chinese progress all over East Africa - even without Tanzania - can no longer be stopped, it remains exciting to see to what extent new tones from Beijing will affect China's involvement in East Africa. The Chinese leadership has declared its intention to curb corruption in its own government. If it is serious about this, it will also have to introduce stricter rules in its East Africa business.

And then there is the "socialism with Chinese characteristics" propagated by Chinese President Xi Jinping, with which he wants to make the world happy. So far it has been Western Europe and North America that have aggressively propagated their democracy as a form of government and political ideology in Africa. It seems that Xi Jinping now wants to counter this with Chinese principles. Chinese reforms can also be expected in the areas of environmental protection and sustainability, which at some point will also affect Chinese Africa business.

Source: Research by Germany Trade & Invest

The entire study "China in Africa - Perspectives, Strategies and Cooperation Potentials for German Companies" is available free of charge: Print version under order number 21054 (32 pages) at Germany Trade & Invest, Kundencenter, Postfach 140116, 53056 Bonn, Germany, Telephone: 0228/24993-316, e-mail: vertrieb@gtai.de or as PDF document (german only) after short registration at http://www.gtai.de/china-in-afrika.

• International companies have confidence in government work
• Chinese set the tone

Nairobi (GTAI) - Foreign companies are flowing into Ethiopia and investing in the textile, clothing and leather sectors. Ethiopia is also interesting for companies that assembling simple technical devices. The country does not look good in various international indices, but that does not have to be a contradiction. For some sectors Ethiopia is highly interesting and hope for improvement is always to be hoped for.

Ethiopia is one of the poorest countries in the world and one of many typical developing countries, as there are many on the African continent. The big difference is: Ethiopia is controlled by a regime that is not satisfied with what it has achieved, but is more ambitious: to become a leading, if not the leading, industrialized nation in sub-Saharan Africa.

Model China

Despite its geographical location in Africa, large parts of the country's historical and cultural development are strongly influenced from the Middle East. The big role models are therefore not more successful states in Africa but are coming as the United Arab Emirates and China from the East. Thirty years ago, the economic march that Ethiopia is undergoing today, began there: cheap labor, interesting natural resources, enough free land and rivers for energy and irrigation.

The country is thus attractive for labor-intensive industries, especially the textile, clothing and leather industry. A worker in an Ethiopian sweatshop earns an average of USD 909 a year, based on a survey by the US Center for Global Development, compared to USD 835 in Bangladesh, USD 1,776 in Tanzania, and USD 2,118 in Kenya. Another advantage appreciated by employers: In the African context Ethiopian women are considered to be well-educated and less willing to strike.

Special zones of industrial oases

Another location advantage are the industrial zones, which are mostly built by Chinese companies: fencing, strict access controls, no-hole roads, guaranteed electricity and water supply, proper waste and garbage disposal, workers' housing in the area or nearby, shops, banks, medical care. From a European point of view, it may look like exploitation and "big brother", but from an Ethiopian point of view jobs are created, families are fed and foreign exchange is earned.

In July 2016, the Hawassa Industrial Park was officially opened, the largest in sub-Saharan Africa. From here, textiles and clothing are to be exported. By 2018, the park will employ 60,000 workers and generate USD 1 billion in exports. As early as 2030, Ethiopia wants to earn USD 30 billion in this segment. Even if one should not take the last number too seriously, the ambitions are clear and unambiguous.

Another industrial park was inaugurated in July 2017 in the city of Kombolcha. Meanwhile, a whole range of other parks are in various stages of realization, focusing on apparel, textiles, pharmaceuticals and medical equipment, as well as the agro-industry. According to the Ethiopian Government, there is no shortage of interested investors, primarily from China, India, Turkey, the US, Hong Kong and South Korea.

Cheap electricity soon abound

While some of the industrial parks still have to rely on standby generators and the connection to roads and railways leaves much to be desired, long-term remedies are in sight: several large hydropower plants are under construction nationwide, especially the Grand Ethiopian-Renaissance Dam project, which will start up the first generators in the current financial year (July 8th 2017 to July 7th 2018). Upon final completion, the capacity should reach 6,450 megawatts. It would then be Africa's largest power plant - and one of the cheapest electricity suppliers.

There are notable successes in road construction also: since August 2016, Ethiopia has got a first fully commissioned 85-kilometer three-lane highway from the capital Addis Ababa to Adama. Further sections are under construction. And also with the railway there is something to celebrate with a new, 756 kilometers long and continuously electrified route between the outskirts of Addis Ababa and the container port in neighboring Djibouti.

Foreign exchange shortage a big hurdle

This positive development cannot hide the fact that large parts of the country are not yet connected to the electricity net, that the road network is inadequate and the railway line is only a small start. Moreover, the bureaucracy is inflated and inefficient and lacks a functioning constitutional state. Currently, an acute lack of foreign exchange hinders imports and profit transfers, as the ambitious infrastructure projects absorb every available dollar in the country.

Investors, however, are speculating on tomorrow: because the country is on the right track and wants to maintain its course. A steady influx of foreign direct investment shows that international companies have sufficient confidence and want to be among the first. In addition next to the low wages, they are interested above all in the underdeveloped and untapped consumer market of 105 million people. For the South African Rand Merchant Bank, Ethiopia is therefore the fourth most attractive investment destination in Africa after Egypt, South Africa and Morocco (Where to Invest in Africa 2018).

Poor placement in international rankings

Even if Ethiopia is predicted to get a bright future, current negative assessments may not be ignored: in the Global Competitiveness Index 2017 - 2018 of the World Economic Forum, Ethiopia ranks 108th (out of 137). In the Index of the Economic Freedom of the World Heritage Foundation Ethiopia belongs to the group of largely unfree countries in 2017 ranked 142 (out of 180). And in the Doing Business Ranking of the World Bank (2017), Ethiopia is in a poor position with 159 (out of 190). By contrast, in 2016 in the Transparency International's Corruption Perceptions Index Ethiopia ranked 108 (out of 175), making it a lighthouse in an otherwise corrupt region (last place: Somalia 176, South Sudan 175, Sudan 170, Eritrea 164, Uganda 151, Kenya 145, Djibouti 123).

In the Fragile States Index 2017 of the Fund for Peace, Ethiopia ranks 15th, ranking among the most fragile states in the world (lowest rank 1 = South Sudan, best rank 178 = Finland). Ethiopia also scored poorly on press freedom and the rule of law: ranked 150th out of 178 in the Press Freedom Index in 2017 and 107th in the Rule of Law Index in 2016 (out of 113).

1) Prognosis
2) Estimation
Source: Economist Intelligence Unit

Destination Mauritius - rebuiding former relationsships

Island of dreams in the middle of the Indian ocean for some travellers neighbouring the last European outpost, French overseas department La Réunion, a destination for reliable production of textiles and apparel for the European, notably German fashion market, this is the spectrum
of associations that Mauritius evokes in the heads of people. Mauritius looks back on a long time experience in producing textiles and apparel since its independence from Britain in 1968. Republic since 1992 the group of islands is one of the very few stable democracies in Africa.

Arvind Radhakrishna, CEO of Enterprise Mauritius, the organiser of the Mauritius day, April 5, 2017 at Düsseldorf Fashion House II, gives it a strong regret that the relation between Mauritius and Germany, mainly based on knitwear, dating back in the early 70ies nearly came to an end. The amount of textile exports into Germany in 2015 was just about 30 million Euros and counting. Anyhow this does not represent the strength of the Mauritian apparel industry which is a hub in the region with own inland production completed by production plants on the neighbour island Madagascar, in South Africa and some even in Bangladesh to serve a lower price level, which cannot be achieved with Mauritian production itself. In 2015, domestic exports to Europe accounted for 40 %, USA: 24% and South Africa: 21%. Charming is the fact that the delivery of Mauritian goods is duty free.

Strong support by the government

Interested buyers are heartily invited to come and see with their own eyes what the Mauritian textile and apparel industry can offer. This industry is one of the strong pillars of the gross domestic output. Others are tourism and - up and coming - the lapidary and jewellery industry. Traditional fields of production are spices, sugarcane products including rum or cosmetics.

To foster textiles and apparel exports the government sponsors airfreight costs by 40%, part of a holistic program in the speed to market scheme. To compare the benefits of Mauritius as a sourcing destination compared for example with China, besides the shorter distance, is that the minimum order quantities per style are much smaller than in China, the quality standard is high, the social compliance is given. Mauritian companies must spend 1% of their gains for Corporate Social Responsibility – CSR projects. Certificates such as BSCI, SA8000 or WRAP are common. Free entry to the EU market is guaranteed by the EU partnership agreement. And - a point that should not be neglected - most of the companies offer creative services executed by their inhouse design departments or people. This makes it clearer why the textile and apparel industry had been a strong engine for economic growth in Mauritius.

Main products are: T-Shirts, Polo Shirts, Shirts, Trousers & Denim, Pullovers & Cardigans, Formal Suits, Beachwear & Underwear, and Childrenswear etc. Main material used: cotton and its blends. There is a strong focus on knitted fabrics and jerseys of all kind paired with woven denims. The price segment of Mauritian clothing mainly ranges in the lower middle range. There is a high awareness for sustainability. The exporting companies aim to use eco-friendly substances in resources saving production processes. Laser technology for effects on denim is widely in use.

A look to the companies presenting

• FINE TEXTILES LTD
  Contact: Mamade Nohur 
  Tel.: +230 2661092/57321079
  E-mail: finetextileltd@gmail.com
  Type: Final Product
  Products: Polo shirts/T-shirts/Sweat shirts
  Minimum order: 600 pcs. per colour
  Fine Textiles mostly produce menswear. They distribute their garments under own label M*RIYANO and private label for their customers. The own label is calculated to compete with the Chinese market. Time from sample to delivery takes about 5 to 6 weeks.

• FIREMOUNT TEXTILES LTD / FM DENIM LTD
  Contact: Sangeeta Gobin
  Tel.: +230 2075836
  Email: sangeeta@firemount.mu
  Website: www.firemount.mu
  Type: Final Product
  Products: Denim fabrics & Denim and Twill Jeans pants/Jackets/shirts/Shorts/Dresses
  Minimum order: 6000-7000 yd. fabric or 2500-3000 pcs. of jeans per order
  Certifications: WRAP
  The company is fully vertical and the biggest supplier of apparel in Mauritius, still growing, looking for direct relations to retailers. Due to the latest technologies available, the company aims to fulfil the needs for sustainable production. Stretch, even power stretch is used in nearly every jeans style.

• TEX KNITS LTD
  Contact: Suresh Radha
  Tel.: +230 2865577
  Email: info@texinternational.com
  Type: Final Product
  Products: Denim trousers, jackets, shirts etc. /Knitted garments for ladies, men and children
  Minimum order: 800 pcs. per style/colour
  Certifications: Sedex Members Ethical Trade Audit (SMETA)
  The knits company is part of a group offering garments in a broad range. To serve the UK market they run an office in London. The company puts a strong focus on design input for the international clients. Production plants in Madagascar and Bangladesh serves different price ranges.

• PALMAR LTEE
  Contacts: Yannick Capiron (Knits), Genevieve Marie Figaro (Denim)
  Tel.: +230 401 7000
  Email: y.capiron@palmar.intnet.mu; gfigaro@palmar.intnet.mu
  Type: CMT & Final Product
  Products: Jeans, Chinos, Shorts, Dresses, Skirts for kids, Women & Men
  Minimum order: 600 pcs. for jerseys; 800 pcs. for jeans
  Over two thirds of the production is for menswear. The company is a family business which takes special interest in sustainable and resources saving production. The knitting department is fully
  vertically integrated. A fair trade line is being offered, pure organic is in development.Contact: Ranil Gunasekara
  Tel.: +230 4130034
  Email: camdenimltd@gmail.com
  Type: Final Product
  Products: Denim jeans for men, women, children and toddlers
  Minimum order: 1200 per style
  The company solely works for private labels. The main market until now is South Africa. The production is going to be shifted to a higher percentage of eco-friendly production, representing 17% for the time being. Prices range in the upper middle segment.

• TARA KNITWEAR LTD
  Contact: Fabiola Law
  Tel.: +230 2123715/52553621
  Email: fabiolalaw@taragroup.intnet.mu
  Type: Final Product
  Products: T-shirt, polo shirt, sweat shirt, hoody, short, pant, skirt, dress, baby grow, baby/kid swear accessories (beanie, bootie, blanket, sleeping bag, headband), sleepwear, loungewear
  Minimum order: Basic styles: 4000 units. Fancy styles: 1000-2000 units
  Certifications: BSCI
  Tara is very design oriented with a big in house design department open for design services to customers too. The company's organisation is vertically integrated. Modern equipment such as the
  Eton Mover system enables the company to react fast and operate Fast Track orders too.

• BEACHWEAR EXPORTS
  Contact: Mr. G.M Toolsee
  Tel.: +230 4545600
  Email: girdhar@beachwear.intnet.mu/beachwear@intnet.mu
  Type: Final Product
  Products: Swimwear and related products
  Minimum order: 300-500 units per style
  Certification: BSCI, SMETA, SEDEX
  All production is for private label. The company features as the leading supplier of swim and beach wear in Mauritius. Well known international brands are customers from US to Europe, mainly in Italy, France and UK as well as South Africa and Zimbabwe.

• Vietnam is largest beneficiary
• Relocation closer to sales markets

Hong Kong (gtai) - For global consumer product manufacturers, Asia has developed an important role as a procurement region. Large parts of production have been displaced in recent decades into the region and here traditionally mainly to China. The rising costs in China however lead to a strategy adjustment. Thus the production moved on to cheaper locations and a shift back closer to the end customer began. Free trade arrangements support this trend.

Labor costs in China will not move down again. Even when the economic growth increasingly weakens, China's coastal regions are already often too expensive for wage-intensive productions. The world's largest location of the manufacturing sector will anyway leave its dependence of exports and will generate more growth through domestic consumption. The remaining companies are therefore increasingly focused on Chinese customers. Has the textile industry heard the signals already several years ago and shifted away, now the electronics companies have started to search.

But – the relocation of production is not so easy, the experts agreed upon at the discussion panel Shifting Supply Chains in Asia on the Asian Financial Forum (AFF) in Hong Kong. Because no country, except India, offers such a workforce. But neither the infrastructure and the investment climate can match, nor the country has any interest in low-production stages. Furthermore China has set up a supply industry without any comparison.

Relocation trends slow down

Even Bangladesh, established for a long time as a cheap location for clothes, is losing its attractiveness - experts say. Besides fundamentally difficult production conditions especially scandals like collapsing factories are responsible. No western clothing manufacturer likes to be associated with that repute today. While Indonesia was generally judged for being rather little investment friendly, the Philippines would provide a better reputation than years ago. So in addition to numerous Japanese producers also German companies have moved from southern China to the special areas of the Philippines.

Due to wage cost increases by an average of 15% per year, China with it’s the low-wage area has catapulted itself in a large extent out of the market. In times of rising productivity this was compensated for a while but at last the model came to its limits. The empire of the middle will therefore make the leap to a consumptionbased growth based on production of high-tech and on the provision of services. It is still
unclear whether this leap across the "middleincome trap" will succeed. Many emerging countries are caught in this trap, and the growth is flagging.

German buyers order less in China

Accordingly German retailers are increasingly reducing their imports from China and buy more and more in other countries. This is the result of a member survey of the Foreign Trade Association of German Retailers (AVE), at which for the most part textile and shoe retailers participated. 80% of the respondents have already reduced their import volume from China in 2015, 90% of the companies said they are
planning to source from other supply regions. The merchants are seeing a shift to countries like Myanmar (78%), Bangladesh (67%) and Vietnam (56%).

Vietnam, which already benefited in recent years from the relocation, was still recommended on the AFF as a top location. The country with the highest economic growth in Southeast Asia in 2015 would have risen in the 1st half of 2015 to the fourth-largest exporter of textiles, the Vietnam National Textile and Garment Group (Vinatex) analyzed. For shoes it is already the third largest supplier worldwide. Based on mega investments from Samsung, now the electronics industry came out of the starting blocks and should attract more activities. Experts cite especially the mixture of young, growing populations with low labor costs as an important locational advantage.

Vietnam benefits from Free Trade Agreements (FTA)

A thrust Vietnam's attractiveness currently receives through free trade agreements which are in a final stage. So a free trade agreement with the European Union was signed in December 2015 which was followed early February 2016 by the Trans Pacific Partnership (TPP). The latter agreement, which includes next to ten other Pacific neighbors the United States, should bring a large benefit for Vietnam. For the Vietnamese consumer goods manufacturers the US is the most important market, the large retailers in the United States can move their procurements very fast.

As an underdeveloped member Vietnam is likely to get larger portions of the value chain in the textile and electronics area at the ratification (and even before). The country is still missing a developed supplier structure. This is just happening to be built in the textile sector, there are investments in capacity for yarns, fabrics and dyeing going on. For Samsung, the largest foreign investor, all components are still coming
from China. And only when a large proportion of the added value comes from TPP member states, the low duty will become applicable.

While the purchasing power is not quite so big in Europe, costs play an important role also there. But next to it the control of the supply chain and the flexibility has developed a greater role, rapid changes of trends and collections are determined by customers and the Internet. Therefore also here a shift back, closer to the markets, has begun. Romania and Bulgaria have established themselves in the middle of
Europe as a "low-wage locations". But even there the population is characterized by aging. Accordingly labor forces will become scare and wages will rise. Ukraine is traded as a new location.

Africa still with small potential

Little potential the experts from the Supply Chain Panels evidence the location of sub-Saharan Africa. This was tested by some buyers or producers, but the results would not be convincing. The views however diverge. Some Chinese companies are already partly on site and American manufacturers are monitoring the further development. So, for example, the VF Corporation, the largest denim retailer in the world, is buying in Africa. Only Ethiopia would have potential - according to a representative. But the infrastructure, investment climate and working morale could not be comparable.

So - basically serious alternatives to the established locations are lacking. Therefore, due to the scarcity of labor, costs and thus the final prices will rise. Even in Vietnam the minimum wage increased by 15% in 2015. But when it will be hardly possible to turn at the purchase screw, the companies need to position themselves better in marketing and sales, so a large clothing buyer. Therefore social media must be used in order to come closer to the customer and, for example, to develop individualization as a selling point.

Source: McKinsey survey of chief purchasing managers

• Creating local branding
• Gradual relocation towards abroad

Beijing (gtai) - Away from cheap mass production or relocation are the alternatives for the Chinese textile and clothing industry. A domestic "Go-West" does probably not pay off in the long term, the migration however to Southeast Asia has already started. At the same time German quality suppliers expect new sales opportunities if the companies strengthen their competitive position through more quality. This became clear at the last "Intertextile" October 2015 in Shanghai.

The Chinese textile and clothing industry is under massive pressure of costs. Away from cheap mass production or relocation is the need of the hour. Until now the industry is primarily located at the Pearl River and the attached Yangtze River Delta, where wages on average are the highest nationwide. According to the China National Garment Association (CNGA) about 70% of the production volume account for the five provinces of Shandong, Jiangsu, Zhejiang, Fujian and Guangdong.

Supported by the policy is the move to the more favorable central and western provinces. This happens not least to the preservation of local jobs and the development of the far less booming regions of the country. In this sense not only the CNGA endorses the relocation of clothing manufacturers to Xinjiang. In the western province 30% of the cotton of the country is grown, which with 6.2 million tons in 2014 is the largest cotton producing area in the world. After association investments the authorities are planning investments amounting to USD 3.2 billion, amongst other things for the establishment of "Textile Industry Parks".

Another attempt to shift the Chinese textile industry from the coast to the west, represents the Ningxia Ecological Rextile Industrial Demonstration Park, which was opened in December 2014. According to China.org.cn by 2020 here about 50,000 people work should be working there in the textile industry.

"Go West" is not attractive for private textile and clothing companies

To which extent these efforts will be successful remains to be seen. However, said by a Chinese businesswoman, "Go West" at best will be a medium-term solution, because also there sooner or later the wages would rise (not to mention the already there noticeable higher logistics and other costs). If to move, then only to permanently cheaper overseas locations. A migration to Vietnam, Bangladesh or Cambodia is already going on. But the fact is that so far a large displacement wave - at home or abroad - has not yet happened.

That Vietnam and Bangladesh have climbed in a few years to the third and fourth place of the main source countries for the PRC in terms of clothing (Vietnam: USD 587.5 million, Bangladesh: USD 364,7 each in the first ten months of 2015 for HS-Pos. 61 and 62), results very predominantly on already shifted production capacities of Chinese manufacturers. They bring their products from there back to China to sell them here.

Vietnam as a manufacturing site should also gain in the course of the in October 2015 successfully completed negotiations for the Trans-Pacific Partnership (TPP) trade agreement between the US and Vietnam in importance for Chinese enterprises. After coming into effect exports from Vietnam to the United States will be duty-free. In November 2015 for example was to read in China Daily, the Huafeng Co. of Shandong would be planning to build a textile mill in the Southeast Asian neighboring country with an investment of 700 million Renminbi (RMB - approximately 110 million USD, 1 USD= 0,157 RMB, the average rate as of November 2015).

Cambodia does not play in the foremost league yet, but pushes with power forward: During the named period, imports of knitted and crocheted clothing rose by 38.1% to USD 124.8 million (HS-Pos. 61) and other clothes (HS-Pos. 62) by 18.4% to USD 32.3 million.

However, for the relocation certain limits are set as the target countries often reach their capacity limits. Considered has to be the in China existing extremely advantageous integration of the various stages from cotton growing over the wide textile processing up to the final cutting and sewing of clothing.

Superiority in quality rather than relocation

Instead on a further relocation innovative companies and designers rely on an upgrading of their products. The aim is to serve more demanding customers in the Chinese market - and to position themselves abroad. To these belongs the fashion designer Ma Ke, who designs clothes for China's First Lady Peng Liyuan, or Guo Pei, who caused stir with her creation for the singer Rihanna at the Met Gala 2015 in New York.

Apart from individual stars of the scene also increasingly large companies such as the down jacket specialist Bosideng or the men’s wear designer Mark Fairwhale and Ningbo PeaceBird move away from pure volume production towards brand building and quality. Bosideng has even opened its own flagship store in London. The awareness of important Chinese brands such Heilan Home or Metersbonwe is still limited to local customers, for the majority of European buyers they are not a concept. But according to sector insiders this is likely to change, step by step.

Source: China Daily based on Euromonitor

For German suppliers in terms of top materials (usually the most expensive materials), accessories (such as interlinings, buttons, thread, packaging) or also in cutting and sewing, China remains interesting. This was demonstrated once again at the last "Intertextile" in October 2015 Shanghai.

Two opposing trends are apparent: On the one hand exhibitors reported about a shift in demand to other countries in the wake of rising wages and ancillary wage costs. On the other hand suppliers of more expensive products can now look and hope beyond of inexpensive mass markets to the emergence of new niches, so a producer of woven-real hair fur materials. A provider of real horn buttons thinks similar.

The next "Intertextile" with a German pavilion takes place from October 11th to 13th 2016 in Shanghai ("Intertextile Shanghai Apparel Fabrics Autumn Edition"; information under www.auma.de or www.intertextile.com.cn).

Generally exhibitors recommend for risk diversification to build a second pillar next to the site in China. "The caravan moves on," is said. Currently the lowest wages for garment workers are being paid in Bangladesh, the country also benefits from duty-free agreements for imports into the EU. The latter also applies for Cambodia. Also very competitive the seamstresses are working in Vietnam and India. Moreover, Africa (specifically for example Ethiopia) will play an important future role, also a production facility in Korea (Dem.) is not outrageous for Chinese textile companies.

In general free trade agreements should get considerably more weight in future, as this is the case today.