Holland Competes With China In African Fabric Market

Holland fabric maker Vlisco wax has been dominating its African market for 160 years since its colonial era, but now they are beset with cheap imports.

A model shows the work of Julie and Nelly at the Vlisco fashion show in Paris on Thursday.

A new trade war is spreading across Africa: the rival of the war is a Chinese textile manufacturer and a Holland colonial company. The original manufacturer of the "Holland wax" fabric is often called "African wax".

Little known in the mainland or elsewhere in Europe, but Vlisco is the most famous brand in Africa. Since 1846, the bright fabric that they exported to Africa with luxurious design has become a symbol of the African continent.

However, China's deep march in Africa has disrupted the steps of "Holland wax" manufacturers. Holland manufacturers say that Chinese are workaholics, and Chinese are copying their designs. As soon as the products arrive at ports, Chinese people will quickly copy new products and dump cheap and low-quality replica products in the African market.

Ed Hessing, the sales manager of the company, said: "Vlisco company can buy 8-10 yards of reproductions per yard cloth price.

Competition from China poses a threat. "

"We must defend ourselves against the threat of cheap replicas in China.

Our goal is to become the most high-end African fashion brand.

Trying to become a luxury brand in poor Africa during the period of economic turmoil sounds strange, but this is exactly what the old Holland company has to achieve.

For the first time in more than 160 years, the company recently took the fabric collected by our company to the Paris fashion show, hoping to catch the eye of world fashion capital. This performance attracted hundreds of people.

To maintain their advantages, staff now start collecting new fabrics every 3 months, leaving no more replicating time for competitors.

The company is moving away from the small shops that sell cloth in the market to the "flagship" boutique line, which opened stores in Benin and Togo last year and opened stores in Ivory Coast this month.

The company also plans to open stores in Garner and the Democratic Republic of Congo later this year, and open a store in Paris next year.

The company said: "we want to develop Africans scattered in Europe into our customers."

Editor in chief: Xu Qiyun