OEM Or Licensing?

　　 The distance from the world seems to be very close.

The most fashionable styles and costumes on Paris international fashion week will appear in China in a week.

The distance from the world seems to be not so close.

Domestic clothing, affixed with foreign brands such as Armani, Burberry and so on, has a multiplier value and few brands in China are matched.

This is where the distance lies.

The strong appeal of brand supports the terminal sales of products and builds the core competitiveness of enterprises.

From " OEM "To" Create brand "From product manufacturing to brand creation, awakening" Spin Garment enterprises are stepping up the key step of industrial upgrading.

OEM or licensing?

In the fight market, garment enterprises have faced a dilemma.

In 2002, when Chairman Yang Wensun took office, a strong contrast appeared in front of him: the international market was booming, and the products were exported to 80%, and Meyer was known as the "World Men's clothing brand processing plant". The domestic market was shrinking, and the annual sales volume was only 40 million yuan. "Since we have world-class clothing production technology and equipment, and have industry-leading technology advantages, we can make a wedding dress for the international first-line brands such as Zegna, Zara and Dunhill. Why can't we turn technology and capability into the core competitiveness of our own brand?" Yang Wensun resolutely decided to lead the company to walk on two legs and develop the brand market on the basis of the processing market.

Brand is the soul of the clothing industry, especially in the era of advocating individuality consumption, the brand is increasingly showing its unique value. But reshaping the brand is not easy.

Since its establishment in 1985, Meyer is only an industrial brand under natural conditions. There are no distinctive design ideas, no clear brand positioning, and no perfect target consumer business strategy. Looking at Jiangsu, Zhejiang and other places, a number of independent brands such as Luo Meng, YOUNGOR, and Shan Shan have come to life.

Fierce competition, how to break through?

Positioning is the core of brand. Spending tens of millions of dollars, they hired Ye Maozhong, a famous marketing strategist in China, to make plans for men's clothing to be "business men's clothing", to wear clothing, gentlemen's suits and other clothing products, and to invite famous movie star Honglei Sun to endorse, and to hand in the international model Marry Ma as creative consultant and image ambassador to deduce the fashion connotation of the brand.

Technology and quality are the foundation of brand. In the domestic western suit industry, they pioneered the 10 leading international technologies, such as waist head, color inlay, tight waist waist and full saw edge. At the beginning of this year, they applied the "high efficiency short process embedded composite spinning technology" developed by Wuhan Textile University, leading the Chinese textile industry technology into a revolutionary era.

Riding on a steed, beauty rejoicing in perceiving the magic of the brand.

In 2006, they used less than 5% of their production capacity to open up the domestic market, and realized profits equivalent to 95% of export sales; in 2007, their domestic sales for the first time exceeded export sales; in 2009, their domestic sales crossed the 300 million yuan mark in one fell swoop, and made less than 10% of their capacity to contribute more than 70% of the total volume of the total package clothing industry; in World Expo, Shanghai, both the men and women were elected to the international event.

From the "OEM" to the vigorous growth of its own brand, the historic transformation of the development mode of beauty has become a typical epitome of the textile industry in Hubei.

According to the Provincial Light Industry and textile industry department, the brand strategy and technological progress strategy are the main contents of the textile industry upgrading. Textile industry is a highly competitive industry. Especially in the world textile market, the competition of middle and low grade products is fierce. The profit margins of conventional products have been reduced to the limit. Western developed countries mainly focus on the fields of industrial textiles, high-tech textiles and high fashion. In order to seek new development in our textile industry, we must adjust our development strategy.

Today, more and more enterprises pay attention to brand cultivation. Our province's textile and garment enterprises have 8 famous Chinese brands, including Ai Di underwear, cat underwear, Xiantao worsted fabric, red hair cashmere coat and so on. There are 3 famous Chinese trademarks, such as Meyer, cat and multi good, which are being injected into the most fashionable industry of a most traditional industry.

Today, more and more enterprises are paying attention to technological innovation. Meyer introduced the "three dimensional" ironing and other advanced equipment to build China's largest automatic suspension of western style clothing delivery line; INTERCHINA 3542 introduced Germany's automatic winder, Japanese wide air-jet loom, Sweden automatic sewing and hanging production line and other world-class "productivity", and two state-level technology centers respectively settled in these two enterprises, and became fertile ground for innovation and creativity.

Needless to say, rich elements such as natural resources and labor resources are still important factors to build the international competitiveness of textile industry.

As far as the country is concerned, the textile industry is China's only ranked first industry in the world, and is the most competitive industry in China. Textile industry is one of the most competitive industries in Hubei. However, through the ups and downs of the development of the industry, we are looking forward to creating a new world for the textile industry, such as innovation, technology and brand.