Brazil, a country that shines with golden light, has always attracted the attention of countless people with its unique exotic charm: the awkward Amazon River, the mysterious primeval forest, the gemstones, the fragrant coffee, the passionate samba, Wild football... All this all shows Brazil's charm.

In 2010, with the gradual recovery of the global economy, the country with 192 million inhabitants and the highest economic strength in Latin America once again focused on people’s attention. What is more attractive to people is the astonishing miracle of Brazil’s economic growth in the world. Compared with Samba and football, it is even more exciting and anticipating that the sewing companies have brought to the world a “feast for sewing machines”. ".

In 2010, the international market demand showed a booming growth trend. The international textile and apparel producing countries represented by Brazil have thrown olive branches to China's sewing companies one after another, and the export of sewing machinery products in China has experienced a substantial increase of more than 30% year-on-year. Among them, China’s export growth to the Brazilian market is particularly strong, which is a year-on-year increase and is much higher than the average value of export growth.

According to the import and export data of the General Administration of Customs, in the first half of this year, China exported a total of US$ 63.27 million worth of sewing machine products to Brazil, an increase of 242.98% year-on-year, and completed its annual export to Brazil in 2009 for only six months. The share jumped to the second place in China's export market, accounting for 9.2% of China's total export of sewing machinery. In the same period, China, India, which ranked first in market share, showed a negative growth in exports due to the excessive saturation of its demand for embroidery machines.

Since 2005, in addition to the impact of the global financial crisis in 2009, the value of China's exports of sewing machine products to Brazil has increased year by year. In particular, in 2010, China’s exports to Brazil grew even more dramatically, refreshing the highest export value in history.

Analysis of Internal Causes: Domestic Demand Drives Industry Prosperity

Brazil is one of the major textile and apparel producing countries in the world. It is also the second largest producer of denim fabrics in the world, the third largest manufacturer of knitted fabrics, the fifth largest producer of garments, 1.5 million employees in textile and clothing, and more than 30,000 companies. It will inevitably determine the positioning of Brazil's major sewing machine manufacturers. At present, there is almost no large-scale sewing machinery manufacturing system in Brazil, and most of its equipment sources depend on imports. It is understood that in 2009 alone, Brazilian imports of sewing machines (HSCode8452) reached more than US$100 million. China is the largest importer of sewing machinery, accounting for more than 60% of its total imports.

In recent years, Brazil has been regarded as a model of successful development. While other countries are suffering from the global financial crisis, the Brazilian economy is growing at a steady pace. According to figures from Brazil's National Geographical Statistics Bureau, Brazil’s GDP grew 8.9% year-on-year in the first half of the year, the best economic performance since 1996, while Brazilian households’ spending has tripled between 2002 and 2008. A good economic atmosphere has driven the continuous growth of domestic consumer demand, especially clothing consumption. It is understood that almost 80% of Brazilians are expecting new clothes every year. From the perspective of population structure, Brazil is a young country. More than 60% of the population is younger than 29 years old. Its consumers’ clothing consumption is 402 US dollars per year, which is more than 6 times the average consumption of Chinese consumers. . A recent study by AQearney, a global management consulting firm, also showed that Brazil’s high consumption and high imports in apparel make it the most attractive market for apparel retailers. The annual growth rate of the Brazilian apparel market exceeds 7%, and the estimate is reached 372 billion U.S. dollars. Huge consumer demand has supported the steady development of the Brazilian textile and apparel industry. At the same time, it is worth mentioning that, unlike developing countries such as China and India, Brazilians have far more recognition of local apparel brands than imported brands.

It is the good economic environment in Brazil, the steady growth of the national apparel consumption demand and the trust of local brands, which makes the prospects of the Brazilian textile and garment industry worth looking forward to, and then set off a new sewing equipment “gold rush”.

Segmentation requirements: automatic sewing machine becomes the new darling of the market

At present, China's exports to Brazil's sewing machinery products are still based on complete machines. As of the end of June, China exported 260,000 units of Brazil's complete machines, an increase of 203.13% year-on-year, with an export volume of US$ 59.84 million, an increase of 266.25%, of which 80% were exported. Both are industrial sewing machines.

However, from the point of view of the products exported to Brazil, the current high-end automatic sewing machines have gradually become the new darling of the market. This is due to the fact that the labor costs in Brazil have been at a relatively high level. In April 2006, the minimum monthly salary of Brazilian textile workers was raised to 130-152 US dollars per month. In recent years, the wages of workers have continued to rise. Forced by the high growth pressure of labor costs, Brazilian textile and apparel companies are increasingly pursuing equipment procurement in the first half of the year with automatic sewing machines. This can be well reflected in the figures and data: Since the second half of 2009, China’s exports to Brazil’s automatic sewing machines have been on a general growth trend, especially since 2010, our country’s exports to Brazil’s other industrial automatic sewing machines have increased on a monthly basis. Speed ​​up. As of June 2010, China exported more than 130,000 Brazilian automatic sewing machines in the first half of the year, with an export value of US$38.34 million, accounting for about half of the export volume, including 44,000 automatic sewing machines for export industries, an increase of nearly 2 times year-on-year. Exported more than 90,000 units of other industrial automatic sewing machines, an increase of more than four times, and the export amount has even more than doubled. The best-selling automatic sewing machine has become the main trend of China's exports to Brazil, and the broad space for market development it brings has become a target for domestic sewing companies to compete for.

At the same time, it is worth noting that in the first half of the year, Brazil’s import of blackhead household sewing machines was small, but its growth rate was faster than before, and the trend of manual sewing workshops and home sewing machines accelerating into the family began to appear.

Trend Forecast: Brazil's "Gold Rush" is expected to continue

Looking at the current economic situation in Brazil, the Brazilian Ministry of Finance once stated in June that despite the current slowdown in domestic industrial production, the Brazilian government has maintained its economic growth forecast for the current year unchanged at 6.5%, but it is expected that the economic growth in 2011 will be achieved. Slowed down to about 5.5%, and the average annual growth rate of the Brazilian economy between 2010 and 2014 is expected to be around 5.7%. This also means that the domestic economy is expected to maintain a relatively stable growth rate during the three years of the year and beyond in Brazil.

However, at the same time, from the second quarter of the Brazilian government has canceled some of the policies to stimulate consumption, the possibility of further tightening of domestic consumption policy in Brazil is greater, and monetary policy has begun to tighten. Therefore, it can be predicted that from the second half of the year to the present, due to the macroeconomic influence of Brazil, Brazil’s purchasing demand for sewing equipment will continue to grow, and will continue to drive domestic sewing companies’ “gold rush”, but its growth rate is likely to be The growth momentum of clothing consumption slowed down to a certain extent.

Tips: Win the market with quality and brand

From the end of the last century, China's seam enterprises tested the South American Brazilian market, and took up more than half of their market share. The development of the sewing machinery market in China continues to deepen with the development of the domestic sewing machinery industry. Today's Brazilian sewing machinery market has been flooded with a large number of domestic brands. If you want to establish a foothold in the Brazilian market and you want to explore a broader market space, the traditional model of low-price shopping, pioneering, and maintaining first is no longer sustainable. With the further development and maturation of Brazil's textile and garment industries, the demand for sewing machinery products in the Brazilian market will be more concentrated in the middle-to-high-end automatic sewing machines. The quality and service requirements of the products will be higher and higher. Recognition of brand influence will become even more important. Therefore, at the same time as domestic sewing companies are digging deep into the Brazilian market, they must remember to establish a good “brand” brand. With good quality and good reputation, they will truly establish their international image and lay a good foundation for the future development of the company. "Made in China" sings the world to contribute a force!