外贸企业如何应对订单下滑？出海抢单与产业升级成破局关键

外贸企业如何应对订单下滑？出海抢单与产业升级成破局关键

How Foreign Trade Enterprises Cope with Order Decline? Overseas Order Grabbing and Industrial Upgrading Become Key Solutions

核心观点：受全球经济下行影响，中国纺织服装外贸企业面临订单减少、成本上升等挑战。企业正通过技术优势、出海抢单和产业升级等方式积极应对。

Key Insight: Affected by the global economic downturn, China's textile and apparel foreign trade enterprises are facing challenges such as reduced orders and rising costs. Enterprises are actively responding through technological advantages, overseas order grabbing, and industrial upgrading.

订单现状：海外需求"旺季不旺"

Order Status: "Peak Season Without Boom" in Overseas Demand

上海利长制衣有限公司负责人周奇表示："预计今年营收同比减少约30%。相比东南亚工厂，国内完善的供应链与工厂技术优势是保证订单留存的根本。"

Zhou Qi, head of Shanghai Lizhang Garment Co., Ltd., said: "Revenue is expected to decrease by about 30% year-on-year. Compared with factories in Southeast Asia, China's complete supply chain and factory technological advantages are the foundation for ensuring order retention."

嘉兴和雄服饰有限公司总经理洪志猛指出："8月份开始订单明显下降，预计同比下降约30%。全球市场需求萎缩带来的挑战远大于订单流出的风险。"

Hong Zhimeng, general manager of Jiaxing Hexiong Apparel Co., Ltd., pointed out: "Orders have dropped significantly since August, with an expected year-on-year decrease of about 30%. The challenges brought by the shrinking global market demand are far greater than the risk of order outflow."

企业应对策略

Enterprise Coping Strategies

1. 技术优势保持竞争力

1. Maintaining Competitiveness through Technological Advantages

周奇表示："我们的服装包含不可替代的工艺集萃，如染色、印花和手工缝制等技术，这些是越南工厂无法替代的。"

Zhou Qi said: "Our garments incorporate irreplaceable craftsmanship collections, such as dyeing, printing and hand-stitching techniques that factories in Vietnam cannot replicate."

2. 出海抢单开拓新市场

2. Grabbing Orders Overseas to Explore New Markets

湖州优淘服饰有限公司董事长周法来参加了越南国际孕婴童展："已有十几组意向客户，越南童装市场70%-80%需要进口，东南亚市场消费需求快速上升。"

Zhou Falai, chairman of Huzhou Youtao Apparel Co., Ltd., participated in the Vietnam International Maternity and Children's Products Exhibition: "There are already more than a dozen potential customers. 70%-80% of Vietnam's children's clothing market requires imports, and consumer demand in the Southeast Asian market is rising rapidly."

3. 产业升级与数字化转型

3. Industrial Upgrading and Digital Transformation

多家上市公司积极布局海外产能，如百隆东方扩大越南产能，健盛集团越南工厂满产助推上半年净利润增长74%。

Several listed companies are actively expanding overseas production capacity, such as BROS Eastern expanding production in Vietnam, and Jasan Group's full-capacity operation of its Vietnamese factory boosting first-half net profit by 74%.

专家观点

Expert Perspectives

IPG中国区首席经济学家柏文喜表示："中国纺织企业具有完整的产业链和强大的供应链优势，这是立足全球市场的根本。"

Bai Wenxi, chief economist of IPG China, said: "Chinese textile enterprises have complete industrial chains and strong supply chain advantages, which are the foundation for establishing themselves in the global market."

中信证券分析师冯重光指出："短期内外贸订单压力或仍将持续，国内纺企应积极把握内需复苏机会。"

Feng Chongguang, an analyst at CITIC Securities, pointed out: "Pressure on foreign trade orders may continue in the short term, and domestic textile companies should actively seize opportunities from the recovery of domestic demand."

政府支持措施

Government Support Measures

各地政府组织企业包机出海参展，如宁波包机帮助企业获得8亿美元意向订单。商务部推出支持外贸稳定发展政策措施，培育外贸新业态。

Local governments organize charter flights for enterprises to participate in overseas exhibitions, such as Ningbo's charter flights helping enterprises obtain $800 million in intended orders. The Ministry of Commerce has introduced policies and measures to support the stable development of foreign trade and cultivate new forms of foreign trade.

总结：面对挑战，中国纺织外贸企业正通过技术升级、市场多元化和数字化转型寻找新增长点，政府支持政策也为行业复苏提供助力。

Conclusion: Facing challenges, China's textile foreign trade enterprises are seeking new growth points through technological upgrading, market diversification and digital transformation, while government support policies also provide assistance for industry recovery.