Transformation Of Beilun Garment Industry In Labor Pains (1)

As Wu Peifang, chairman of Ningbo Erie Bao Garments Co. Ltd., said, it is a very difficult process to give people OEM to create their own brand, but it is necessary for enterprises to grow and grow. Nowadays, there are many garment enterprises like Erie Bao in Beilun. They are gradually getting rid of the fate of OEM and OEM, creating their own brands, and sharing the high-end market by opening up exclusive stores and hiring top designers at home and abroad.

According to statistics, there are more than 10 families in our district at present. Clothing enterprise Registered international brands, a large number of enterprises are changing from OEM (OEM) to ODM (domestic design and manufacture of foreign brands).

From the OEM to the shirt. brand

Before going to the exhibition, the largest number of shirts hung before the Erie costumes were men's, women's, children's, adults... These shirts are all OEM products made abroad, which are large and low in price. In this year's Expo, Erie Bao has displayed dozens of women's wear products, which are fashionable and elegant, giving people the best light. Wu Peifang said that all these years of clothing were given to others. OEM The price is low, and the days are bad when raw material prices are rising or the market is depressed. "Think of it, only by playing your own brand, can we not be controlled by others."

In 2009, on the basis of previous market research, Erie Bao hired Shanghai brand planning company to design and set up the VANIEMAE dress brand. Its customers were middle-aged women aged around 40 and opened 5 stores in the surrounding areas of Ningbo. The VANIEMAE brand is mainly composed of black and white gray, covering knitted tops, jackets, trousers and skirts, highlighting the stability of middle-aged women. "The women's wear on the market is mainly based on girls' wear and ladies' wear. It's not suitable for middle aged and old people. We want to design a fashion for these women." Wu Peifang said, at present, the customer group of the company is between 25 and 50 years old, and is fully in line with the early positioning of the product.

From the perspective of industrial chain division, foreign garment manufacturers focus on raw material production, product development and sales, while most domestic garment enterprises are in the middle part with low added value and low technology content. Only around 10% of the profits in the global apparel value chain, nearly 90% of the profits belong to brand owners, wholesalers, distributors and retailers.

The financial crisis of 2008 kept Wu Peifang fresh. "If we rely too much on foreign trade and do not transform and upgrade, there will be no way out for enterprises." Similarly, the meager profits of the OEM processing industry are also the bruising of the garment industry. Making ten shirts is not the same as the profit of a brand garment. Despite the huge investment in the early stage, Wu Peifang still believed in his choice.