Jiaxing Apparel "Yong Lian Costumes" Take The Road Of Smile To Take The Brand Road.

Editor's note: in order to comprehensively explore the solid road of pformation and upgrading of Pinghu enterprises and the successful experience of entrepreneurial innovation, let more natural persons become the main body of the market, and let more enterprises accelerate the pace of pformation and upgrading. The city industrial and commercial administration bureau, the municipal private (private) Enterprise Association and the Jiaxing daily Pinghu branch jointly launched the "typical - leading enterprise pformation and upgrading" large-scale news action.

The news action will be the theme of "pioneering and enriching the people, promoting the promotion and upgrading, pformation and upgrading", and reports on the success of the market main body in the process of entrepreneurship and the pformation of economic development.

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Haier President Sun Ruimin's "slope ball theory" thinks that enterprises are like balls on the slope. In order not to make the ball roll down, besides strengthening the power of internal management, we need the impetus of the brand to occupy the market.

From the processing service industry to the brand clothing production and operation, Pinghu Yonglian garment washing Co., Ltd., located in Dushan port town, has taken a big step in the pformation and upgrading process, and has gradually confirmed this sentence by Sun Ruimin.

Last year, the annual output value of Yong Lian clothing reached about 60000000 yuan, and the "bond" brand also achieved good sales results in many cities.

And in 2008, the company relied solely on washing service, with an annual output value of only about 10 million yuan.

"The impact of the financial crisis has strengthened our confidence in taking the road of the brand, pinpointed the development orientation, and highlighted the tight encirclement with the help of the brand."

Peng Yong, deputy general manager of wing Lian clothing, said that since the second half of 2008, the severe economic situation has made the life of Yong Lian dress uneasy, because foreign trade processing accounts for 40% of the output value of the enterprise. With the increase of production cost and the reduction of processing fees, the "one rise and one drop" makes the profits of enterprises fall by more than 20%.

Under the crisis, Yong Lian dress has begun to embark on a road of brand production and management by adjusting its product structure and finding its own position.

At present, there are more than 20 brand stores in Anhui, Tianjin and other cities.

"At the same time, we are also thinking that this sales mode may make the speed of expansion too fast, which is not conducive to the steady and healthy development of the brand road."

Peng Yong said, for this reason, they repositioned the product, mainly targeting the young people in the consumer group, winning the favor of the market with the quality strategy, changing from quantity to quality, and producing about 1000 pieces of clothing in general.

R & D is the vitality of a brand.

Wing Lian apparel has set up a research and development team, which has invested nearly million yuan each year.

"The style of jeans is very important. We are specially stationed in Guangdong and Shenzhen to draw on the most popular elements."

Peng Yong said that at present, the style of each season can reach about 50.

Not only that, the company also specially recruited outstanding designers from Russia and other foreign countries to participate in costume design, making the design style more diversified.

Economics theory "smile curve" is defined in this way: manufacturing is at the bottom of the "smile curve", it is difficult to generate profits, and profits are derived from the two ends of the "smile curve" - the design side and the sales side.

Not long ago, Yong Lian dress invested about 50000000 yuan in new production base in Lu'an, Anhui, and continued to design and develop brand sales in Pinghu.

"On the one hand, we can effectively save labor costs, and at the same time continue to rely on the advantages of Pinghu's clothing industry and constantly draw on new ideas and models."

Peng Yong said.

Enterprises also continue to extend the industrial chain.

Today, water washing services and foreign trade processing have been extended to the production and operation of the "bond" brand jeans. The downward embroidery and carton processing are still not letting go, which not only effectively saves the logistics cost, but also makes the production cycle of the enterprise shortened by 30%.

Reporter's note: in the post financial crisis era, Yong Lian clothing has been actively upgrading, extending the industrial chain and changing from OEM to its own brand.

Wing Lian clothing has not only embarked on the road of brand, but also gradually grasped the way to walk steadily and quickly, all of which provided experience for other enterprises.