ODM And Buyer Brand

Lately, Buyer brand Made a mark in China. The so-called "buy brand" refers to those who do not have their own design department, completely rely on buyers to buy ready-made styles, combined into a series of products, forming their own style, then outsourcing processing, affix their own trademarks for sale. The advantage of this is obvious: it shortens the cycle of product operation, saves energy, reduces costs and risks, and improves market responsiveness. However, the premise of this brand is to have good buyers, and the two is to have enough and perfect market to buy.

ODM (Original Design Manufacturer) refers to the original design manufacturer, which is generally developed by OEM, and originally has considerable production capacity. On this basis, the product design and R & D capability has been developed, which can provide product version supplier selection. Branding can buy out some styles of patents, and it can not be bought out. For products that have not been bought, ODM enterprises can also produce their own products or sell them separately. ODM will also process products for branding, but compared to OEM, the processing fee includes patent fees and profits will be increased.

　　 ODM When life is right

From the financial crisis to the increasingly serious devaluation risk of China's huge foreign exchange reserves, we feel deeply that the road of low-end processing industry is being tested, and industrial upgrading is more urgent than ever before. Although the situation is pressing, most foreign trade processing enterprises are also at a loss as to how to upgrade. It is very difficult to turn directly into a brand. It is not easy to sell a brand. Product development, channel development, brand promotion and terminal sales management are far beyond the cognitive scope of the majority of processing enterprises. Transformation is sometimes harder than creating a brand enterprise.

It's hard to switch directly to the brand, but it's much easier to go from OEM to ODM. The original production and operation can remain unchanged, and the addition of design R & D department is not difficult. For many years of OEM enterprises, generally accumulated considerable processing experience, forming a rich style library, as long as hired to a certain level of design and research personnel, careful study of their own style library on the basis of, I believe it is not difficult to develop products that conform to the international trend. Once the product design and R & D capability is formed, it can not only improve the ability to receive orders, but also greatly improve the processing profit. It is also the difference between the value of OEM and ODM, and the cost of processing OEM may be only 10 US dollars, while the processing fee of ODM can be as high as 30 US dollars, and the design fee can be increased by 10 US dollars per set. Thus, ODM has great potential for appreciation and development.

ODM enterprises, which are not very strong in R & D capability, can also be supplemented by purchase. In some mature apparel industry clusters, a group of free designers, who are surrounded by processing enterprises, gradually formed in the form of individuals, design studios or small design companies. They design fashionable clothing styles for processing enterprises to choose to buy. This means that ODM enterprises have more choice of development mode.

The development of ODM has improved the original design level of our clothing industry in general, and has provided a good path for the transformation and upgrading of OEM enterprises. Since it can not be transformed into brands one step at a time, upgrading in stages is a wise choice. To a certain stage, it will be easier to develop from ODM to OBM (private label manufacturer) and then to branding and virtual enterprise. At the same time, with the help of ODM, the designer and designer of the upstream will develop greatly, and the downstream will give birth to brand like buyers. Virtual operation And other new brand development models.

Of course, ODM enterprises in China are still confined to areas such as T-shirts, jeans, men's clothing with little change in style, and they dare not involve or want to involve the general enterprises. Because it is much more difficult to form a fashion design and development system.

The prospect of buyer brand can be expected.

The concept of buying brand is originated from "CONCEPT SHOP", Japan is called "SELECT SHOP", and Chinese translates into a selected brand concept store. This kind of store is mainly based on the designer's works at home and abroad, and it is a sales mode that is bought by a buyer to integrate various kinds of non self created brand products. Brand names exist in the store, new products are mixed with traditional ones, and traditional ones are in the same place. A bunch of goods that seem totally out of bounds can be put together, but they can produce wonderful chemical reactions, showing a distinct shop style. The mode is characterized by more quantity, more money, more goods and faster turnover of goods. Since buying can form a shop with style, a brand can also be formed through buying hands.

The operation logic of the buyer brand model is very good, because this mode eliminates the product development and design links which occupy large resources and has great risks. It can put the main energy in brand promotion, channel development and terminal sales. Compared with the traditional sales agents, it has not lost the leading role of products. This is a typical manifestation of more refined industrial division and industrial evolution. The new mode can not only reduce the cost of product operation cycle, but also greatly reduce operational risks, so that products can be assembled according to the needs of the market without being subject to the designer's personal preferences.

However, the buyer brand model is good, but its weakness is also obvious, that is, the dependence on buyers. With the help of a high level buyer, the enterprise is more than a half successful; on the contrary, because the buyer is inferior, the group can not become a marketable product, or the style of the product will change because of the change of the buyer. In China, the concept of buyers has been rising for a long time, so it is very scarce to say that good buyers are mostly in the superficial stage. Many people still confuse buyers with purchasing, product managers and merchandising. In fact, buyers should be rational and emotional people. Sensibility lies in being passionate about beauty and new things as designers, and rationality is sufficient and objective and calm when analyzing and judging. Such a person should not only possess comprehensive qualities, but also have accumulated experience over a long period of time.

The buying system has been mentioned in China for a long time, but the real progress has been very slow. There are many restrictive factors. First of all, buyer education is a big bottleneck. A buyer is not a theoretical professional, but a practical professional. It is difficult for the students trained by the school's simulation concepts to be competent buyers. Besides, most colleges have not yet set up a buyer's profession. Secondly, buying mobile phone system is still not perfect. Many domestic enterprises have been doing production and processing before, and market sales have always been led by production. It should have been the decision of the market to produce. Now the situation is putting the cart before the horse, which is not good for the growth of the buyer. Finally, in China, the buyer's fashion perception and market experience have not reached the level of perfection, and need to constantly expand their horizons. Only by constantly accumulating, can we have a more sharp market sense and become a qualified buyer.