"Sha Sha": Rely On The Brand To Stand Up To The International Market.

According to the latest statistics, the export volume of textile and clothing has decreased by more than 10% this year.

While the export volume is decreasing, the profit margins of enterprises are also being "swallowed up".

Therefore, the industry sighed: China's textile and garment industry has been in the most difficult predicament in the past ten years.

On the afternoon of August 19th, the reporter came to the "Sha Sha" interview. Weng Rongjin, chairman of the board of directors of the group, spoke of the textile crisis with unique insights.

The key to our success in difficult times is to lay a solid foundation for our enterprises.

Since 1995, we have formulated the strategic goal of being the best socks in China, the king of Chinese socks industry and the first brand of China socks industry.

At the same time, it got rid of the old box that only occupied the market and did not research and development, and persisted in its own R & D, self design, self-made and self created brand. It has applied for more than 600 patents, and has registered trademarks in more than 80 countries such as the United States, Germany, Britain, France, Italy, Holland, Switzerland and Japan.

Naturally, when there is a crisis in the textile industry, we will feel comfortable with it. "

This is a systematic project. It has to work hard on the quality of employees, product positioning, brand building, marketing network, financial management, propaganda and planning.

Starting from the preparation of the company in 1995, the positioning is a high starting point and high investment.

And the first class equipment, first-class talents, first-class enterprises as the company's development concept, the purpose is to revitalize the national industrial brand building road.

In the same year, a lot of advertisements were put into CCTV.

It will invest 1500 to 20 million yuan a year to publicize the brand of the brand.

In addition, the company has set up more than 1000 chain store distribution stores in the country, and actively participated in the exhibition abroad, so that the products of the brand will be ranked first among the domestic counterparts in terms of brand awareness, market share and production scale.

In February 8, 2002, the trademark of loesha was identified by the State Administration of industry and Commerce and was identified as China's well-known trademark, which filled the blank of Jinhua's well-known trademark at that time.

When the crisis comes, he said, the blade of resolving it is hidden in everyone's heart. Its name is wisdom.

Crisis refers to the combination of danger and opportunity. Of course, opportunities are left to those who are able to use their brains, work hard and work hard.

Although theoretical research can flourishing in principle, the theory and practice of crisis management must have a strict attitude, a pragmatic style, a solid style of work and a responsible attitude, so as to control the crisis and achieve success.

Weng Rongjin said: "because we have independent brands, independent technology, and registered trademarks in more than 80 countries, when the textile industry is in crisis, some high-end markets abroad are welcoming our products with arms.

At this time, we seize the opportunity to develop new products by new technology to get pricing power.

Therefore, the timely price increase of our enterprises has always been very strong.

We can tell customers directly that this is not a price increase, but a new product and a new price.

Customers also understand that the profit margin of the new product is large. Even if the manufacturer increases the price, the seller will still have a lot of profits to earn, so the product sales will continue to flourishing.