The Trend Of Garment Industry Chain Synthesis Is &Nbsp; The Success Of The United States Is Worth Learning From.

In 2009, Textile and clothing The export is blocked. Under this background, "2009 global textile" was held. Apparel supply chain The conference. At the meeting, it was suggested that the capacity of China's textile and garment industry chain will be surpassed by those who came later, such as India and Vietnam. Sun Ruizhe, vice president of the China Textile Industry Association, said: "although the export of clothing products in China is declining, we can easily find that the current predicament is not just China's problem through comparison with exports from India, Vietnam and Indonesia. On the contrary, looking at the industrial base and falling value, China's textile and apparel industry is still firmly in the top position in the world. Next, China's textile and garment enterprises need to concentrate their efforts in 3 aspects of design, cost and channel. The economic rebound in the second half of 2009 has also confirmed the position of China's textile and apparel industry in many aspects.

Sun Ruizhe and his team spent two years in the developed countries of Europe and America. Brand market A thorough investigation was carried out, and the scope of inspection was locked in some strong brand enterprises that could appeal to the whole supply chain system and play a leading role. To his surprise, there were no "very large" R & D teams in the survey, but the operation of these brand companies seemed orderly. So who is supporting the huge product R & D system? "Not the other, it is the huge supplier team behind the brand. The competition between suppliers is fierce. They not only provide products, but also design various designs for each brand in the brand, forming an optimized industrial chain. Sun Ruizhe said.

From bottom to top, the spontaneous integration of enterprises from clothing to upstream textile industry has gradually become a trend. "We used to think narrowly that the cost of upstream costs would bring greater profits to us, but now the competition in the market has become the battle of the group army and the" brothers "in the same trench is the foundation for brand growth. Luo Jiefan, vice-chairman of the company, has a personal feeling about the integration and integration of the industrial chain.

When it comes to industrial chain integration, we can no longer talk about Metersbonwe's example.

After 10 years of development of China's garment manufacturing industry, garment enterprises began to develop in the two opposite directions of "all of their own" and "only brand". Among them, YOUNGOR and Metersbonwe are two extremes.

In 1994, the Chinese casual wear market just started, and Zhou Chengjian, a businessman from Wenzhou who started jackets, began to create his own clothing brand, Metersbonwe.

However, in the rapidly expanding casual wear market, Metersbonwe's limited capital soon became the biggest "bottleneck". To meet the needs of the market, it was necessary to multiply the purchase of machines and expand production. Metersbonwe at that time could not have done this at all. Zhou Jiancheng, who thought ahead, decided to rely on external forces to realize his leaping development. Metersbonwe adopted the strategy of licensed production, and established long-term cooperative relations with more than 100 production enterprises in Guangdong and Jiangsu, and made fixed production for the company. If it were invested by Metersbonwe, it would need 300 million yuan.

With the production capacity, Metersbonwe also needs smooth marketing channels, but it needs at least 200 million yuan to open stores to the whole country, and Metersbonwe is good at "using external force" to adopt the franchise mode. Now, Metersbonwe's 1000 stores have opened to the whole country, only 20% are direct store brand image shops, and the remaining 80% are franchised chain stores.

At the beginning of 1995, Metersbonwe's practice has been doubted in the industry and even considered by others to be a "bag company". Production and sales are all done to others. What other people do not cooperate with you on that day?

Zhou Chengjian does not think so, why foreign brands are so expensive, brand and design are the high value-added parts of clothing. If the high value-added brands can provide good profits for the upstream and downstream enterprises, it is not worry that others will not cooperate with you in the market. Metersbonwe has concentrated its limited resources on these two blocks. From the celebrity endorsement to the three-dimensional market activities, Metersbonwe has built 10 of the best young brands in China in 10 years, and at the same time, it has set up a Shanghai design center with the cooperation of Italy and France.

Over the past few years, the Metersbonwe headquarters, which is getting smaller and smaller, has only more than 200 people, but it has exploded 300 times the scale. When it was founded in 1995, it had an annual revenue of about 5000000 yuan, and it was already 1 billion 500 million yuan in 2002.

Next, the action of the United States is even more unthinkable: working with the world's top film stars to create a new brand ME&CITY; listing; cross-border cooperation with HASBRO company, and entering Hollywood through the movie Transformers.

A few swinging and shifting, dazzling people inside and outside the industry, calling him "do not understand".

Whether it is understood or not, Metersbonwe can win the samadhi in its brand centric integration and manipulation of the industrial chain.