Upgrading From OEM To Self Created Brand In Rongcheng Garment Industry

In March, the first phase of the Australian Industrial Park in Rongcheng, Baoding was under intense construction. The workers in the clothing workshop ordered the production in an orderly way.

A few months later, a new garment industrial park will be built up here.

In the past thirty years since the reform and opening up, Baoding's garment industry in Rongcheng has grown from scratch, from OEM to self created brand.

At present, Rongcheng county has 830 garment enterprises, 1500 processing households, including 159 large scale enterprises, and 13 enterprises with sales income of more than 50 million yuan, forming the industrial structure of "leading enterprise driven, backbone enterprises supporting and processing households everywhere".

The popularity and influence of clothing brands have gradually improved. Rongcheng county has 1 national inspection free products, 1 Chinese products, 1 National trustworthy products, 7 state-level excellent products, 16 provincial-level brands or fine products, and 10 Hebei famous trademarks.

In 2006, Rongcheng was named "China's men's wear city".

In order to improve the capability of independent innovation, create independent brands, speed up the pformation of scientific and technological achievements and speed up the development of new products, Rongcheng has introduced advanced production technology and talents from other places, and has established the garment Productivity Promotion Center in Hebei Province, and has established cooperative relations with universities such as Beijing Institute Of Fashion Technology and Tianjin Textile College.

Through the "science and technology enterprises" and "school enterprise cooperation", we should train professional and managerial talents to enhance the design and R & D capabilities of enterprises.

Rongcheng County Jinhai fashion group invites technicians from famous brand manufacturers to guide the company every year. Every year, a group of technical backbone is selected to go to Shanghai, Beijing, Shenzhen and other places, and the quality of suits is first-class.

It is reported that in 2007, Rongcheng invested 120 million yuan for technology pformation and talent introduction, and more than 20 enterprises passed the international quality management system certification. 95% of the county's enterprises set up a special development studio, and the product was out of the predicament of backward production and production technology, and the qualified rate of export products reached 100%.

At present, Rongcheng has 72 self operated export enterprises, and shirts, children's clothing, trousers and other dozen products are exported to more than 50 countries and regions.

While adhering to the road of brand innovation, Rongcheng garment enterprises accelerate the pformation from OEM to self created brand.

On the basis of borrowing, licensing, licensing, and cooperation with well-known large enterprises, we must cultivate clothing brands with independent intellectual property rights and expand the export proportion of independent brand clothing.

Nowadays, a number of enterprises in Rongcheng county have built up their own clothing brands by borrowing the "Star" aura effect, hiring the image spokesperson and so on, so as to make the products famous.

Military star singer Jiang Tao, actor Zhao Yi, comedy actor Liang Tian and other famous stars have joined hands with the 13 enterprises in the county to endorse their clothing brands. Li you and Ji Hongxing have registered 12 clothing brands in France, Czech, Hungary, Russia and other countries, and the annual export revenue is about 10000000 US dollars, accounting for 10% of the total export volume of Rongcheng county.

Among them, the annual export volume of the D0CKH0USE brand clothing only registered by the group in the EU amounted to US $about 6000000.

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