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Ningbo Example: Practitioner Of Fashion Industry Upgrading

2008/8/21 12:55:00 36

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Introduction: according to statistics, as of 2007, Ningbo has more than 4500 textile and garment production enterprises, 2000 enterprises above Designated Size, and the total output value is about 100000000000 yuan.

The clothing industry of Ningbo has strong manufacturing capability, but its advantage comes from cheap labor force, and lacks competitiveness in product design, sales mode, brand management and so on.

Especially in the international market, relying on processing, no industry's right to speak and pricing power, are at the low end of the industrial chain.

After years of resource accumulation and capacity reserves, a large number of excellent garment enterprises have sprung up in Ningbo. The garment industry has changed from low technology content, low added value and export processing mode to high technology, high added value and private brand development mode.

Zhou Dongmei, a reporter of the China Textile and TV industry, has a comprehensive look at the history of the development of Ningbo's garment enterprises. From the "joint and horizontal" of the leading enterprises group of Shan Shan to the strong growth enterprise, Kang Nan's "business and design go hand in hand"; from the "ship to sea" of Bo Ge to the "virtual operation" of Bo Yang; from "Taiping bird's" guarding the internal attack "," Shenzhou's "circular economy" to lozie's "Fashion Industrial Park", all of which rely on the courage and wisdom to break through the foreign brands' pursuit and interception, adhere to the market oriented, technological innovation as the means, and product quality as the foundation, and practice the upgrading of the fashion industry mode. Zhou Dongmei Ningbo example: practitioner of model upgrading

At the twelfth Ningbo Clothing Fair, we can see the figure of these clothing companies.

The Ningbo Clothing Fair has helped fuel their growth and development.

Let's listen to their experience in brand operation and management.

杉杉投資股份有限公司董事局副主席鄭學明：合縱連橫

The production capacity of Chinese fir has not increased compared with that of 10 years ago.

We have been designing, brand culture and circulation all these years.

In recent years, with the development strategy of "multi brand and internationalization", Shan Shan has sung the theme of change and development, constantly hatching a successful brand and brand enterprise with unique characteristics and clear target market, developing market at different levels, and ultimately taking the brand Legion to occupy a broader garment market, thus greatly expanding the development and survival space of the group.

This year's 1~6 month data show that the sales volume of 11 brands of Shanshan has increased by 36%, profit growth has increased by 17%, and foreign exchange earning by exports has increased by more than 20%.

If we say that "multi brands and internationalization" is to adapt to the complex economic background and the intensified competition, the "combination" will help Shanshan pick up the high-end achievements of the industrial value chain.

Through cooperation with the world's leading clothing giants, this year, August, the 3 year old Oates project started formally, started in 2009, opened in 2010, and radiated the whole country with Ningbo as the center.

Taking mergers and acquisitions as a means and clothing, investment and technology as the foothold, Shan Shan will fully start the joint venture between the whole group and the world's top 500.

寧波康楠服飾有限公司董事長張國萍：業務、設計齊頭并進

At present, the development of textile and garment enterprises is restricted by many factors, such as the price rise of raw materials and the appreciation of the renminbi. The design of Kang Nan clothing improves the added value of products through the design, and customers fill the gap to a certain extent for the cost of the new design.

The development of Kang Nan's men's clothing, apart from its continuous exploration in production technology, quality, design, culture and so on, is also closely related to a display platform that has accompanied it for 4 years. Ningbo International Garment Fair is inseparable.

The Ningbo Clothing Fair has helped the Kang nan to the world, and the booth area of Kang Nan has increased from 30 square meters to 200 square meters.

At the clothing fair, we prepared the suit in Italy, the Middle East and the United States.

Win the favor of European and Southeast Asian businessmen through quality and service.

Every year, at least I have to personally design 300 suits for the president of Nigeria, the Embassy in China and other officials at all levels.

Next year, Kang Nan will actively expand the three industry of high-end hotels, escorting the main garment industry.

At the same time, about 50000 square meters of "Kangnan Industrial Park" will soon be put into operation, indicating that Kangnan is also making a successful pition to the "hard environment" needed for the development of large enterprises.

斐戈集團董事長施云：借船出海

Foreign designers have been invited to design, cooperate with international brands, and cultivate their own brands with foreign trade profits. This has become a new mode for the group to integrate into international elements and to join and cooperate with international brands.

Our foreign trade is relatively mature and has the bargaining power. Last year, foreign trade exported 50 million US dollars, gross profit 20%~25%.

In the past years, while doing OEM for international garment enterprises, the group has absorbed the management concept and brand culture of the international brand, and trained and trained its own managerial talents and design talents.

But domestic sales are facing pressure from the terminal channel, and the independent brand started late and sold about 10000000 yuan.

It is expected that within three years, the profit of the independent brand can balance its spending on R & D, design and advertising.

Although the operation of its own brand is very difficult, fig is still investing 15 million ~2000 yuan per year to cultivate its brand.

95% of our fabrics are imported from Germany, France, Italy and Japan, plus the designers of Italy and Japan. Fig women's clothing is fully integrated with the international market in fabric and design. Good sales results are only a matter of time.

寧波博洋服飾(集團)有限公司董事長吳惠君：虛擬經營

The brand of "Bo Yang home textile" and "Tonlion" owned by Bo Yang group were assessed by the world brand laboratory for 3 billion 89 million yuan and 2 billion 974 million yuan respectively.

Only responsible for designing, selling and outsourcing production processes.