"Fast Fashion" Awakened One Night'S Dream Man

In Hangzhou's Wulin Square, you will be surprised at an occasional glance.

When many enterprises were hit hard by the international financial crisis, customers around the world queued up at the payment desk of ZARA, H&M and UNIQLO.

ZARA parent company Inditex, Spain, has sold 11 billion 100 million euros in 2009, and has jumped to the largest clothing retailer in the world. H&M followed closely with its annual sales volume of 10 billion 400 million euros; Ryui Jungcheng, the founder of UNIQLO, was Japan's richest man.

From this perspective, the growth space of China's garment industry is reopened, and the "ceiling" that people think is overturned.

"In the next 5 to 10 years, there will be 50 billion to 100 billion big enterprises in China's clothing industry."

Rong Chuan Chuan, chairman of Ningbo Bo Yang Textile Co., Ltd.

We are awakened dream people.

In the clothing industry of Zhejiang, many "high" people have already opened their eyes to the world.

Looking around, the "fast fashion" advocated by ZARA and H&M has been diving into the night with the wind.

The subversive manufacturing industry

"Bo Yang" headquarters is hidden in noisy streets and alleys.

Ningbo's South Gate Road, which used to be a textile mill, has long been silent.

The empty old factory buildings and old storehouses, immediately adorned with bright paint, have the charm of creative LOFT immediately.

An old warehouse has been pformed into an employee's sports room and a warehouse. It is said to be useful in small orders.

Just like the pformation of the old factory building, "Bo Yang" is no longer the small textile mill that has been processed.

People are familiar with "Bo Yang" because of its home textile products.

And more than 10 years ago, "Bo Yang" began to enter the operation clothing brand, now it has Tonlion, de Ma Na, Ives, interest and other 6 brands.

"In 2008 and 2009, the annual growth rate of 15% will be more than 30% this year."

Speaking of the development trend of the "Bo Yang" clothing plate, Jung Chuan Chuan's smile revealed ease, "we are in an outbreak period."

The best commentary on the "outbreak period" is that in 2009, only a single brand of Tonlion realized sales of about 2000000000 yuan, and the order that just opened last month will only reach 1 billion 200 million yuan for winter wear. In the past few years, the relatively quiet Ives, who started from last year, is expected to be able to catch up with Tonlion in 2009 in 2011.

At this time, many garment factories in Zhejiang are in the process of getting entangled.

After the recession last year, due to the replenishment effect, orders in the first half of this year were suddenly very full, but at this time, the manpower rose, and the raw materials rose.

More embarrassing than the rise of costs is that people can not be recruited. In some areas, the "recruitment war" has evolved into a "door to door".

This "outbreak" obviously does not belong to the traditional garment industry.

Like "Bo Yang", it is in the "outbreak" period, and there is "Taiping bird" in Ningbo.

The company, once famous for men's wear, has sold 2 billion 800 million yuan for women's wear in 2009.

A garment industry noticed that "Taiping bird" was three years ago, "suddenly one day, it was a bright sight."

He found that the women's clothing of the "Taiping bird" store in Hangzhou's Wulin Road was a bit of a professional and fashionable.

Almost all these enterprises in the "outbreak period" have such characteristics: the manufacturing industry is farther and farther away from the core, instead of design and marketing, and more like a service enterprise.

"Bo Yang" has sold 50 million pieces of clothing a year, "every year there are 200 thousand samples of clothing, enough for a medium-sized garment factory to eat."

There are thousands of enterprises that provide production support for Bo Yang.

Even a small label on the back of a garment can bring sales to millions of dollars a year for a factory.

These factories maintain a loose and close relationship with Bo Yang.

Loosely speaking, these factories and "Bo Yang" are not directly related to their subordinates. They are purely contracts.

As for white dots, "Bo Yang" is basically outsourced.

"Bo Yang" also has its own large factory, but only capital link.

"Why do businesses have to give their factories?" asked Jung Chuan Chuan. "If other factories can provide stable quality and better prices, why not give it to them?"

"Bo Yang" has created a purchasing platform specially. Dozens of purchasing agents are active on this platform. Whenever there are brands on the platform, these brokers are also able to eat with their skills to see who can get the best products and prices.

"Bo Yang" has a specialized testing center, with hundreds of thousands of batches of testing volume per year.

If YOUNGOR's Li Rucheng is to be evaluated, he may say, "this is part of the value chain of the clothing industry".

Li Rucheng noted that the value chain of modern clothing industry has replaced the industrial chain.

Lighter and faster fashion industry

Today, "Bo Yang" has 6 clothing brands, and two online brands for online sales are planning, but this does not make it "clumsy", but appears lighter.

All brands operate independently. There are specialized operation teams and designers. "Brand is personality, brand personality comes from team personality."

When he said this, Jung Chuan was detached.

The "helmsman" of the "aircraft carrier" rarely meddle in the specific matters of every brand.

The separation of manufacturing and brand is the reason why "Bo Yang" is lighter.

But this is not enough. This is a replica of Nike, a copy of the "virtual operation", which is the old practice of the clothing industry.

The real victory of modern times is "fast".

Bo Yang's vision is ZARA.

What is "fast fashion"? First, not only clothing, but also making bags, making shoes and everything related to fashion; second, highlighting "fast" is the core competitiveness, from design, production, logistics, to the terminal.

This is the understanding of Liu Jun, vice president of Taiping bird group.

"Does this capability exceed the general business and determine the future development?"

Liu Jun said.

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A person who inspected the headquarters of ZARA Spain indicated that the whole garment industry chain can be divided into 7 parts, and manufacturing is only one of the 7 major links in the industrial chain.

In addition, there are also design, purchase of raw materials, storage and pportation, order processing, wholesale operation, terminal retail.

It has an interesting name called "6+1".

The whole industry chain that controls "6+1" is already a good level, but only after the industry chain is compressed extremely can we achieve the level of ZARA and H&M.

"Taiping bird" will put in more than 5000 new models a year, with an average of more than 10 new listings every day.

Behind this is the unprecedented strong designer team of the more than 130, and the constant compression from product design to terminal links.

In the "Taiping bird" rapid single system has gradually penetrated the traditional order system, now 15% to 18% of the products have achieved rapid single system.

In the "Bo Yang", in addition to the information of raw materials procurement, order processing and other links, warehousing and pportation is also an important consideration, every year must increase the 100 thousand square meters of logistics space to adapt to the rapid development.

Jung Chuan won't agree. The clothing industry has "ceiling", and that "ceiling" belongs to the past.

He likes to work hard in this area known as the Red Sea.

Is there much profit from water? Is there no competition? Selling a bottle can earn a few cents.

But is Zong Qinghou, the founder of Wahaha, not the only Chinese in the fierce competition?

"We still have too much to learn."

Jung Chuan believes that only in this fiercely competitive industry will there be real innovation, which is forced and inevitable.

In the past two years, the development of his company is not fast enough.

Metersbonwe, Semir, these five or six years ago sales and Tonlion difference of several hundred million brand, now has been running seven billion, eight billion to go.

Recently, the "fast fashion" brand from Japan has been rapidly gaining ground in China.

"What other skills do they have?" "UNIQLO" has a total of more than 600 items. It seems to be full of color, and more than 60 of the classic sales can account for 50% of the total sales. How did this happen? Why do 6 year old children, 60 year old people, men and women, young and old, find their needs in "excellent clothing store", how their products are displayed, how to serve customers, and how to develop the market?

There are too many details to learn.

"In the next 5 to 10 years, there will be 50 billion to 100 billion big enterprises in China's clothing industry."

Jung Chuan Chuan prophesied.

"Bo Yang" will we? We only know that it has set a new target of five years and 30 billion yuan.

"The clothing industry is a good industry, and everything is just beginning."

At the end of the interview, Liu Jun said this.

I believe Jung Chuan Chuan must agree.