The Clothing Brand Of Yongcheng Is Surging.

from Youngor , Chinese fir Luo Meng and other large enterprises have a brand new interpretation of brand connotation. Ji'an special The strong rise of new brands such as Coopool and Steve&Vivian, and then to the high-profile comeback of "senior" brands such as old K and Yi Xiu, as the biggest highlight and highlight of the past Ningbo Clothing Fair, this year will provide us with a new perspective to observe industrial transformation and upgrading.

Today, we choose two exhibitors in Ningbo as an example. A family of Chinese fir, which was 10 years ago without hesitation and embarked on a diversified and international brand strategy, is still working hard to build its brand name forest kingdom and build its fashion fashion section. One is the old K who has had brilliant and tortuous ways on the Chuang road. In the face of the future, its ambition is still and its confidence is full.

Pick and shine

The brand forest of Shan Shan

Before the Chinese clothing industry launched the "famous brand strategy", "designer brand", "intangible assets operation", "multi brand, internationalization" and other advanced industrial concepts and practices, the Shanshan Group has brought the S2CITYLIFE fashion for men's wear and IORI pure Oriental dress.

On the wall of the entrance to the exhibition hall, 18 brands of Shan Shan brand are blooming. "These accounts for about 70% of all our operating brands." Li Qiming, vice president of the group, said that at present, the company operates more than 10 international brands such as Smalto, Lubiam, Marco Azalli, Renoma, Munsingwear, Le Coq Sportif, Qua, Sasch and so on in the form of joint venture, brand agency, brand authorization and so on.

As early as 1999, Shanshan began to implement the strategy of "multi brand and internationalization", and successively cooperated with the international famous fashion industry groups such as Itochu, Japan, Italy, France and so on. In particular, the Japanese strategic alliance with the 140 brands of Itochu Commercial Co., Ltd. has brought strategic alliance to Shanshan. At the same time, Sugisugi Ichino is adjusting the brand members of the "fashion plate" to win the fittest and create a brand forest suitable for its survival and development. In the manufacturing sector, Shanshan did not expand production capacity in 10 years.

"Making use of international resources and advantages to make the domestic market." Li Qiming gave the real tactical intentions of the Chinese fir: the introduction and successful operation of a number of top tier brands in the international line, aiming at creating the "preferred channel for international brands to develop the Chinese market"; on the other hand, feeding the original brand with the experience of international brands, and storing up the motive force for the long-term development of the textile and garment industry of Shanshan. "Every brand has its own operating companies and teams, and every brand is advocating a new way of life for consumers," he said.

Old K wants to write new brilliance

Ningbo clothing brand has risen earlier in China. In Ningbo, the oldest clothing brand is "old K". Looking back over the past 25 years, the old K has gone through a road from creation to OEM, and from OEM to re licensing.

In 1985, the old K clothing company, the predecessor of Fenghua second Western-style clothes factory, registered for trademark products in accordance with the rules. This brand creation was earlier than "Luo Meng", "Shan Shan" and "YOUNGOR". The old K suit also became popular in the 80s of last century.

For the past glory, chairman Bao Guofu recalled: "at that time, the brand operation consciousness was weak. After 1992, the company focused on foreign trade processing, began to vigorously develop the OEM production, and gradually reduced the investment in brand building in China, which made the old K gradually fade away for the Chinese people. By the middle and late 90s of last century, old K has been overtaken by many brands.

But when the new century comes, Bao Guofu once again focuses on the brand. And many years of OEM processing also made the old K establish a very high reputation in the eyes of foreign businessmen. At the end of 2000, GTM, a famous fashion group in Italy, became the closest partner of old K. The two sides agreed to recruit GTM talents from Italy for design, and old K is responsible for the production of fabrics and garments.

At the same time, through the experience of brand operation and garment design and production in the international market, Bao Guofu began to implement a brand-new brand strategy and embarked on the two way to create brand, including redesigning imported trademarks and making products more fashionable and younger. In 2005, the "K. Fashion" brand new suit entered Europe and successfully sold its own brand overseas.

At the 2006 Clothing Fair, old K launched a new brand of "Dominican" and "Tai Ke Yi" introduced from Italy, which is more fashionable, more classic suits, avant-garde and dazzling casual wear, and is widely welcomed by consumers. Bao Guofu, who takes part in the Expo every year, says that the company is now building a marketing network in the whole country. It plans to open 40 stores in the next year, and will open 150 stores in 5 years. The new brand will drive the old brand and old brand to promote the new brand, and continue to write the brilliant old K.

Costume Fair

No receipt has been made yet.

"I didn't expect it. I didn't expect it! The first time I attended the exhibition, it was such a good result!" when I saw reporters, Chen Yuyuan, deputy general manager of Nantong Zhongming Mingxing Internet of things Technology Co., Ltd. praised the charm of the Ningbo fair.

At 3 p.m. on October 20th, the staff of the company exhibited at the 2 exhibition hall of the Expo, and the newly assembled machine samples were installed. When one customer inquired about the product situation in detail, he immediately ordered a large order, ordered 20 production lines, and the contract intent amount exceeded 10 million yuan. Talking about the harvest of the exhibition, Chen Yuyuan smiles.

He said that in the past two days, the intelligent clothing distribution and monitoring system developed by the company and the Chinese Academy of Sciences has attracted the attention of many garment enterprises, with sixty or seventy customers. Chen Yuyuan picked up the card box and shook it to prove to reporters that the figure was no fiction. "I just came to see it. I didn't expect business to be so good. I will come to the Expo later." {page_break}

Little "Zhejiang regiment"

Teams from Nantong and Xiamen came to attend the fair, and teams from Britain and South Korea also came to the exhibition. In the 4 hall of the clothing fair, a small "Zhejiang regiment" was also found, consisting of 3 garment enterprises from Ningbo, Jiaxing and Yiwu. They are all members of the Chinese shirt net, exhibiting through the Chinese shirt net group.

"This time, several enterprises have mainly brought samples of shirts and high fashion goods, and the products are of exquisite material and fine workmanship. For example, Jiaxing clothing company has decades of experience in industry, and many workers are teachers. Yao Jian, chief executive officer of shirt net, said.

Yesterday afternoon, the little "Zhejiang regiment" came to verify Yao Jian's words. Two American businessmen agreed with Jiaxing clothing company and Ningbo Han Yu clothing respectively. Among them, the Ningbo company received hundreds of thousands of orders, merchants will visit the company early next week.

Point to stop

Success and slow fire soup

Brand in the market economy is endowed with all kinds of magical functions, such as the pass of market competition, the carrier of soft power of enterprises, the high profit or even the "gold sucking device" of profiteering. In the post crisis era, "brand city of China", Ningbo's brand strength has been recognized by more and more enterprises. More and more enterprises, especially OEM enterprises, began to plan brand development strategy and put it into practice.

This is a good phenomenon. However, we are also obliged to remind some enterprises that the establishment of clothing brands is a long-term process of accumulation. It is not only a long period of big payback cycles, but also hidden risks. For those SMEs who do not know the brand strategy well, or the small and medium enterprises with limited area, they may need to bear the pressure of financial burden before they can get the rewards.

As a matter of fact, not only have we witnessed the birth of a batch of new brands, but it is easy to see some brands coming out. Some of them, including some powerful big enterprises, have to be reluctant to part with one or all of them in a few years after their ambitious launch of several brands.

For garment enterprises, on the one hand, the establishment of brand is a result of success. That is to say, the development of enterprises has really reached the stage of enhancing competitiveness by brand. On the other hand, we should also consider the following investment and maintenance capabilities. Brand strategy is a long-term process, which requires the patience and skill of slow fire soup, and can persist to the last, and it will also be able to laugh until the end.

There are more than 4000 textile and garment enterprises in Ningbo. There are more than 2000 enterprises. These enterprises are going to create their own brands, which is neither realistic nor necessary. So are most SMEs doing nothing? Obviously not. In the process of building a modern industrial system in Ningbo, the textile and garment industry is already a relatively mature industrial cluster. In this Pyramid system, leading enterprises and high-end brands at the spire need the supporting cooperative enterprises located in the tower.

In the same supply chain system, large and medium sized enterprises are differentiated and coordinated. This not only strengthens the competitiveness of brand enterprises, but also builds the competitiveness of the entire garment industry cluster. After all, the future market competition is not the competition of individual enterprises or brands, but the competition of industrial chains.