2010 Enterprises From OEM To Self Created Brand

The car goes to yinlang South Road, Dalang Town, Dongguan. It can be seen far away from the landmark building, the 23 floor Dalang chamber of Commerce.

The walls on both sides of the building are inlaid with graphic icons printed with the words "Dalang" in Chinese and English, with bright red colors, such as a seal, which are very eye-catching.

In Dalang, this square Chinese stamp icon can be seen everywhere: in the streets of Dalang Town, on the cards of cadres at all levels, on gift bags of various occasions, on the information bags of large and small meetings, they are in large and small Woolen Mills.

In fact, this graphic icon not only appeared in Dalang, but also appeared in more than 80 countries and regions around the world.

Relying on this "China Red Seal", the big wool weaving, which has been mainly OEM production, began to appear in exhibitions at home and abroad with a unified brand image.

Xie Jinbo, mayor of Dalang Town, told the newspaper proudly: "the pformation and upgrading of the big wool weaving industry has realized the pformation from product management to brand management."

Vigorously create the "Dalang" region

Dalang town has more than 3000 woollen enterprises, and has a high level of textile manufacturing. Many internationally renowned clothing brands are produced in Dalang.

One of the claims that Dalang people are proud of is that the products produced in Dalang have gone to every corner of the world. On average, 1 of the 5 people in the world have 1 Dalang sweaters on average.

Xie Jinbo told a story: when he served as Deputy Secretary of the Party committee in Nancheng street, Dongguan, a European businessman brought him a sweater from Europe. He opened it and found that the sweater was made in Dalang, which made him look at the Dongguan sweater at the time.

However, behind all kinds of scenery, there is also a hidden worry in Da Long weaving. Like other traditional industries in Dongguan's export-oriented city, OEM is the main product, and there is no well-known brand.

Because of this restriction, Da Long Mao has been in the low end of the industrial chain for a long time. The enterprise lacks the right to speak and can only earn a small processing fee.

"We have a little regret when we are happy, that is, we do not have our own brand."

Xie Jinbo said, "create your own".

In order to start the regional brand of "Dalang", Dalang adheres to the "two legged" walk: on the one hand, it pushes the "Dalang" regional brand, marks the "Dalang" on all the Dalang made goods, and on the other hand encourages enterprises to create their own brands.

In 2005, with the help of Guangdong's Dongfeng, a pilot area for the creation of regional international brands in Dalang, Guangdong opened the curtain of creating a regional brand of "China's woolen sweater". It invited the Tsinghua University, the Chinese Academy of Social Sciences and the Chinese Academy of Sciences to deepen the regional brand development strategy of the next 5 to 10 years, and invested 1 million 500 thousand yuan to launch a full-scale development of regional international brand.

Drawing on the brand model of Italy leather goods and Swiss timepieces, Dalang has vigorously created the "Dalang" regional international brand, entrusted the senior expert of Guangzhou Acmdemy of Fine Arts, and completed the "Dalang" graphic trademark and VI system.

In order to get through the channel of participation in international economic and trade, Dalang has allocated about 1000000 Yuan earnest money to apply for trademark registration in all domestic categories, and has registered internationally the "Dalang" graphic trademark in more than 80 countries and regions of the world.

Dalang attaches great importance to the promotion and promotion of brands. In all kinds of mass cultural activities and public welfare activities, advertisements such as "big wool" can be seen everywhere in buses, taxis, and wool trading centers and other places in buses and taxis.

"We hope that one day when we buy woolen clothes, we will recognize the brand of" made in Dalang ".

Xie Jinbo said, "the effect we have to achieve is to mention that Dalang must know that woolen weave is good here, and that woollen weaving is sure to be a good brand of Dalang."

Participate in important exhibitions at home and abroad with a unified image.

Dalang's wool weaving enterprises often participate in exhibitions and orders at home and abroad, but before the formation of Dalang's regional brands, enterprises are fighting alone and fighting for themselves, though the number is numerous, but it is difficult to exert cluster effect.

Since the start of the regional brand creation, the Dalang town government has been actively promoting the development of enterprises' Tuen Tuan and organizing the wool textile enterprises to organize the market in both domestic and overseas markets.

In 2006, 11 wool weaving enterprises in Dalang appeared in the China Textile and clothing trade exhibition held in New York with the overall image of "big wool weaving industrial cluster", which completely changed the mode of individual enterprises participating in the exhibition in the past.

Since then, the key wool weaving enterprises in Dalang began to participate in influential professional exhibitions at home and abroad in the form of group tours, such as the Beijing fashion show, Shenzhen trade fair, the American textile and fashion show, and the French textile and clothing exhibition.

The company also went to Hangzhou, Shanghai, Changshu and other cities to hold a nationwide exhibition tour of sweater shirts in Dalang. The overall promotion of Dalang sweater boutique, manufacturers and businesses face to face with each other, and won the applause.

Dalang also held "millions of Dalang sweaters back to the new Wan people's disaster home" activities, to return to contribute to Dalang's new Wando people, regional brand influence continues to improve.

The brand has started, the bottom of the enterprise is enough, the waist is also hard.

Ceng Tianren, chief executive officer of Dalang Ying Qi Industrial Co., Ltd., told reporters that before he came to seek other people, others did not let in, and now the enterprises were famous. The owners of European and American enterprises came to visit one another. Two days ago, he also received a large businessman who came specially from the United States.

Attracting internationally renowned designers and brand enterprises

Not only that, Dalang also encourages wool weaving enterprises to strengthen brand building, and strive to enhance their ability of independent innovation.

Dalang has set up a special fund for the "innovative Dalang" project. The town finance has invested 20 million yuan a year for a total of 100 million yuan for five consecutive years, supporting the enterprise to improve its capability of independent innovation.

A reward of 300 thousand to 1 million yuan should be given to enterprises and products that have acquired famous brand names.

Dalang has set up a special body to set up a special financial expenditure budget for brand building, providing brand planning, operation and promotion of one-stop services for enterprises that are willing to create brands, encouraging enterprises to develop their own brands, creating famous brands, naming labels and national inspection free products, and strive to make the number of famous brand, famous brand and national inspection free products reach 23 this year.

In the process of industrial pformation and upgrading, the role played by the government should be the role of service, the role of coordinating and coordinating, and the role of director.

Xie Jinbo said.

With the encouragement and support of the government, the brand awareness of enterprises is stronger.

In terms of independent brand creation, there are nearly 90 large-scale wool weaving enterprises in Dalang.

At present, 9 famous brand names above the provincial level have been created.

Although "big wool weaving" has a very high reputation, but Xie Jinbo said that Dalang still lacks the brand that is known all over the country and even the whole world.

It is still Dalang's ambition to create the regional international brand and start the international influence of "big wool weaving".

Next, Dalang will strengthen the functions of China (Dalang) wool textile product research and development center in fashion design, sweater fashion trend release base, "industry university research", talent gathering and other functions, promote cooperation with international high-end design resources, do a good job in China (Dalang) fashion trends conference, build and strengthen cooperation with the 10 PRD clothing colleges and universities, and gather fashion designers.

"We hope that through our efforts, we can attract the internationally renowned designers and brand enterprises through the influence of" big wool weaving "and" weaving rendezvous ".

Xie Jinbo said.