30 Years Of China'S Clothing Brand: Embark On The Path Of Modern Enterprises

In 1976, it was in a small village in Changshu, Jiangsu.

A 24 year old young man set up a small sewing group.

It's small because only 11 people and 8 new and old sewing machines are placed in a borrowed house, and the starting money is all around.

This pocket business is the predecessor of Bosteng, who has several billion yuan of assets in the future.

In 1979, a few educated youth set up the Ningbo youth clothing factory in a basement with 20 thousand yuan of educated youth settlement fees and brought their own rulers and scissors. Later, the famous YOUNGOR was born out of this "

In 1980, Hong Zhaoming of Jinjiang sat at his door and looked at his poor home. He was determined to make some changes.

Almost everyone in Jinjiang can make clothes. This is their ancestral skills.

So Hong Zhaoming bought four cloth from the Shishi market not far away, and began to think about doing some clothing business.

But Hong Zhaoming was so poor that he couldn't afford a single bed.

Finally, the two door panels of the family were seen by Hong Zhaoming.

In this "combination" cut bed, Hong Zhaoming began to start a business and set up a "new art and beautiful clothing factory" with his brothers. Two years later, Hong Zhaoming began to operate independently in 1986 and founded the "beautiful clothing two factory". The predecessor of the company was officially born.

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This is where those days are.

30 years is not a short time, but for the ideal brand of the hundred years, it is a thing of the fingers. The clothing enterprises starting from the workshop have now embarked on the road of modern enterprises, and have gone through a ten year period, and step up to a new level.

Brand clothing grows up against the wind

From manual workshop to modern enterprise production system, from brand concept to brand strategy, from modern business philosophy to brand value innovation, Chinese clothing brand has gone through a process of understanding, accepting foreign culture and starting to integrate Chinese culture into it. This process has been for 30 years.

30 years in life experience is not a short time, it is time to go to maturity.

But for the Chinese clothing brand, the development of 30 years has not become mature like other dominant industries, and is still in the "puberty" growing up against the wind.

If we take the history of the development of Chinese clothing into the whole course of China's development, the 30 years of China's modern garment industry will be divided into three 10 years: the first 10 years - the three to one patch has led the industry, the garment manufacturing has been pformed from the manual workshop to the modern one, the second 10 years - the brand concept has been introduced, third 10 years have begun to introduce some modern business concepts, franchising, virtual operation, multi brand, internationalization, light company and fast fashion have attracted attention.

The biggest feature of the Chinese market is the huge diversity of consumer groups and consumption levels. This makes some brands support a few years or even decades, even with a single approach and lack of system.

But with the overall upgrading of China's clothing brand, the consumer and consumer market will also rise.

Under the ebb tide, the survival space of clothing brand has gradually changed and its advantages have been gradually concentrated.

Shifting battlefields into big cities

For brands with a history of 30 years, they have faced many opportunities and many challenges.

It should be said that at the beginning of the establishment of many Chinese clothing brands, most of them had only a vague concept. With the operation and growth of the brand, the time went on to sharpen their faces, and the faces gradually became clear.

Looking at the way of clothing brand development that has gone through 30 years, they have a common step in different time periods, that is, enter the large cities with developed information.

In the 90s of last century, Gao Dekang worked with the Shanghai down garment factory for "OEM".

At that time, the OEM production was borrowed from other people's brands and produced according to the way they provided. As for how much they produced and how to sell, they did not bother about it. Gao Dekang paid the price of $250 thousand a year for the brand of "Shanghai products".

But at the same time, he gained market recognition and development opportunities.

Also in the 90s of last century, Li Rucheng learned that Shanghai's "opening" shirt company sought information on processing points in Ningbo, and rushed to Shanghai overnight. After repeated negotiations, cooperation began.

Li Rucheng consciously divided the cooperation into three levels: borrowing the brand of Shanghai to fight the market, learning from Shanghai, improving their management level and product quality: learning some business ideas through cooperation.

YOUNGOR has been developing rapidly.

Selling to Shanghai is also the key to the success of Shanshan brand.

In the 90s of last century, when people were not yet aware of advertising, Zheng Yonggang spent 60 thousand yuan in Shanghai playing "not too smart" TV commercials.

Shanghai dialect, which is "not too smart", was widely circulated in many parts of China.

After the first World War in Shanghai, Shanshan came from the wind.

In 1992, the Chinese fir was stationed in the landmark shop in Shanghai. It opened third days and opened a record of 230 sets of single store sales. At that time, the output of the factory was only 600.

In 1990, the seven wolves jacket entered the front line department store of "Hualian" and "one hundred" in Shanghai. The first generation of the seven wolves company, the seven wolves double colored jacket, went public, causing a sensation in Shanghai.

Products sell well in the north and the south, known as "the king of jacket", "jacket experts", a shot, and then embarked on the road of famous trademarks.

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As a fashion industry, the information development of the clothing industry is very important, and for these 30 years, the brands have entered the big cities of information development independently or involuntarily in a certain period.

The turning points of these brands are closely related to the fashionable city. The broadened horizon is the first element of the brand's road getting wider and wider. In the 90s of last century, entering the city is the first step in the clothing industry.

Challenges from brands

In the development process of many brands, the middle has to go through a process of making industrial products into a commercial brand. Some have evolved smoothly in this process, and some have fallen down at this stage.

If we can not pform an industrial brand into a commercial brand, the development of the market will have great limitations.

Once upon a time, in the 90s of last century, Fujian brand gold rhino treasure once created many stores and department stores in China with annual sales of over 1 million yuan, and was appraised as "China's ten largest men's clothing brand" by the China Fashion Association and the China Fashion Designers Association.

"One of the clothing brands that must be bought before the foreigners came to Shishi is the Golden Rhino leisure wear."

A veteran in the clothing industry said that the golden antelope logo design was once a necessary clothing for young men who pursue quality of life and have certain cultural qualities.

Now we can never find any trace of it.

There are many brands like Golden Rhino, which fall in the process of brand development. The fundamental reason is that these brands lack strategic thinking and planning in the process of brand development.

Finally, in the course of development, he encountered the last straw that crushed the camel.

Nowadays, the brands that are still growing up in the wind are gradually deepening the connotation of their brands and the standardized management of enterprises.

Since 1992, the seven wolves began to plan and design CIS, and at the same time, standardized their business philosophy, so that the core of enterprise culture and brand culture construction has been built.

The production of down coats by brand makes Gao Dekang realize the value of the brand. At the same time investing 1 million 500 thousand yuan to expand production capacity, in 1991, Gao Dekang began to design his own brand of Bosideng.

In the development of the 90s of last century, YOUNGOR maintained a very fast development speed. The sales in these ten years increased at 57% annually, and the profit increased by 57%.

In 1995, YOUNGOR made a 5 year plan, and put forward three centers, namely, production center, marketing center and investment center, so that the development of enterprises has a direction and embarked on the track of "regular army".

Positive examples and negative examples all tell us that the turbulence of clothing brands in the past second ten years has come from the challenge of becoming a real brand. Not only has it become the reason for the survival and growth of today's clothing brands, it has also become the reason for the healthy development and growth of the next 10 years.

Enter the third venture

After experiencing the process of survival and development, many clothing brands have entered a stable period. This stable period is followed by the platform stage. How to start business again has become a major topic for enterprises.

The 30 years of development are divided into three stages: product era, image era and intellectual era.

In the third stage, the strong leader chose to enter Shanghai, set up R & D base and marketing center, start the third pioneering journey, and move towards the era of internationalization.

The three pioneering journey of Jin Ba also represents the three course of China's garment industry's "brand" competition from "factory" production to "market" competition, and then to the brand building of consumers' brand loyalty and the development of consumer brand loyalty in the past 30 years.

"We are well aware of the importance of brand building," said Jin Jun, vice president of Jin ba. "We are well aware of the importance of brand building today. However, there are so many differences and variables in China's clothing market today because of the brand competition and the confusion of competition. This also determines that we need to master a set of strategies and methods that suit our own characteristics.

The international road of China's powerful will start from the acquisition of similar international enterprises.

In November 9, 2007, YOUNGOR signed a three party equity purchase agreement with the US Kellwood Company (KWD) and its wholly owned subsidiary Kellwood Asia Limited to acquire Smart100% shares and XinMa100% shares.

Smart is a world-renowned clothing production, sales and brand agency business. Its main business is to design, manufacture and sell brand clothing such as men's shirts, T-shirts and trousers. It has many customers such as POLO, RalphLauren, Nautica, PerryEllis, JCPenney, Sears, Nordstrom and so on.

XinMa is an American asset related to Smart, which mainly includes Smart's original stock and accounts receivable in the US.

This is an important step towards internationalization of YOUNGOR.

In February 2009, Zheng Yonggang made the most important decision since the founding of Shan Shan. The Shanshan Group signed a comprehensive cooperation agreement with Itochu international, the world's largest textile seller. According to Zheng Yonggang, chairman of the board of directors of Shanshan Group, Shanshan chose to "internationalize" with the way of "climbing branches".

To enter the overseas market through mergers and acquisitions does not necessarily mean success, but is only the first step towards success. In fact, Chinese enterprises will face greater challenges in shaping international brands.

China's garment enterprises have begun to go abroad and strive to explore the international market.

This shows that Chinese garment enterprises are facing another start stage of entrepreneurship.

The third venture is a prelude to the brand going to a broader market.

Chinese brands have gone through 30 extraordinary stages. Now entrepreneurs are looking forward to the future of the clothing brand. The past 30 years have passed, and the future is full of variables and opportunities. The common voices of the industry are: the clothing industry has gone through 30 years, still young and full of vitality, and the better period of clothing industry is still far from coming. We will usher in a period when Chinese garment enterprises are really coming to maturity. At that time, the garment enterprises in the past century will no longer be unreachable.