Brand 30 Years &Nbsp; Go Up &Nbsp; Go Down?

From small workshops

In 1957, three cotton makers came together to respond to the call of the state to "organize small handicraftsmen" and set up a small factory, a knitting factory under Hongkong, which is the predecessor of the Hongdu group.

In the 60s and 70s of last century, the small factory played cotton pads, tied brooms, and began to make clothes, which had been ups and downs in the tide of the times.

Today, it has become the main group of garment enterprises in Jiangsu. Its assets are close to 3 billion, and has many famous trademarks.

In 1976, a small 24 year old young man founded a small village in Jingshan village, Changshu, Jiangsu.

In 1979, a few educated youth built a Ningbo youth clothing factory in a basement with 20 thousand yuan of settlement fees for their educated youth, and brought their own rulers and scissors in a basement. Later, the famous YOUNGOR was born out of this "youth clothing factory" and its brand Youngor also originated from English younger (younger).

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.

however

...

This is the moment when the big name brand in today's fashion industry is born.

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, the concept of brand is introduced.

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.

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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 years, and have gone through an extraordinary stage. 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 voice of the industry is that 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 really mature stage for Chinese garment enterprises. At that time, the garment enterprises in the past century will no longer be unreachable.

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30 years old, still very young.

Wang Zhuo, Secretary General of China Fashion Association

The brand's 30 year old birthday has just begun, and it is still very young.

Brand development to the 30 year, this stage has both advantages and disadvantages.

Internationalization, super industry chain integration and the ability to use technology and information technology are related to whether a brand can move from 30 years to a hundred years.

Since the beginning of reform and opening up, many industries in China have gone through the way of other people for hundreds of years in twenty or thirty years, and so did the clothing industry.

Now, some Chinese clothing brands have gone through 30 years. At first, it sounds like the brand age is very large. But if we look at the whole garment industry development rule, 30 years will not be long for the growth of a brand.

Internationally famous brands have basically a hundred years of history and have been handed down for generations.

In China, the brand that has developed to 30 years can be said to be the forerunner on the road of China's clothing brand building. These pioneers, through 30 years' efforts, have basically achieved good results in terms of enterprise scale, brand positioning, brand style, popularity, reputation and consumer loyalty, and have entered a relatively stable and steady growth stage.

They have more market development experience, stronger strength and more mature operation mechanism than other enterprises.

After 30 years of business, its internal and external management, operation mechanism, brand style and brand positioning have been relatively formed.

This shows that they have advantages over other brands, which are easier to get popularity and reputation from consumers.

But at the same time, the brand of 30 years also has a relative disadvantage.

Because of its relative stability and large scale, the brand has more or less difficulties in such aspects as style improvement, product innovation and so on. Although they have more strength to do these things, because their mechanism is more standard and rigorous than that of young brands, they are not as fast as small businesses and young enterprises.

Just as pizza hut introduces several new menus to advertise all over the world, the roadside restaurants can replace different dishes every day. For the brand that has gone through 30 years, the new change will be very difficult, because once it is changed, it must be changed.

That is to say, they are more tolerant to failure and less tolerant to failure.

They are more able to withstand failure, but on the other hand, they should be cautious in their new attempt, because the mechanism of enterprises is like this, to ensure that enterprises can spiral up.

Now, the topic of clothing enterprises listing is very hot. Some hot money is also increasingly willing to invest in the consumer goods industry, such as clothing.

Therefore, many people regard listing as a sign of measuring enterprises.

Of course, listing means that business management is more pparent, socialized and standardized. It also means that enterprises have more resources integration capabilities, and at least the ability to integrate funds is available.

However, 30 is not a standard to measure whether an enterprise should be listed.

Some companies may be listed in less than 10 years, while others may not be listed in forty or fifty years.

Whether the listing should be based on the development of each brand depends on the different needs of the brand itself.

Therefore, the length of the establishment of the brand is not necessarily related to the listing.

If a brand has gone through 30 years to become a century old brand, what kinds of characteristics should it possess? Or, what common characteristics and potentials can enterprises have in the past hundred years? Then, first of all, they must be internationalized enterprises, including international industrial chain integration capability, international vision and international resource allocation ability, and international development strategy.

Louis Weedon, Zegna, Nike and Adidas, both luxury brands and popular brands, have strong global resource allocation capabilities no matter how different their business models and product characteristics are.

In addition, there is also a strong ability to use technology and information technology.

Why do you learn ZARA? Because it has the best logistics distribution system and quick response system in the world, and its rapid response ability can be seen from its logistics system.

Of course, in the course of a hundred years, the clothing brand will also encounter many practical problems.

For example, the shortage of labor nowadays is a very difficult problem for enterprises.

Another example is the accumulation of talents and so on.

In short, the clothing industry is a fully market-oriented industry.

There is no backward industry, no high profit margins of the industry, only to do bad business and brand.

A brave man becomes a wise man.

Li Kailuo, director of the Institute of International Industrial Economics

The development of enterprises can also be divided into entrepreneurial fantasy, infancy, toddler, adolescence, prime of life, stability, aristocracy and aging.

For the time being, Chinese clothing is still between adolescence and the prime of life.

For the Chinese, 30 years is a landmark time.

"30 standing" is of equal importance to people, to enterprises, or to a city.

The first batch of garment enterprises in China is now entering the "beginning of the year".

It should be said that Chinese clothing enterprises have spent 30 years on the road of foreign brands which have gone through hundreds of years. Now they need to think about how to make their businesses a hundred years and 100 years' brand.

In fact, the development of an enterprise can also be divided into entrepreneurial fantasy, infancy, toddler, adolescence, prime of life, stability, aristocracy and aging.

In view of the current situation of the development of Chinese garment enterprises, it is still between the adolescence and the prime of life.

This is a critical period for enterprises to move to a hundred years or even longer.

There are two modes of competition: one is to do different things; the other is to do the same thing in different ways.

Clothing belongs to the latter. In fact, most competition belongs to this field, which tests the wisdom of enterprises.

If the rapid development of Chinese garment enterprises in the past 30 years is based on the "brave wins", then in the future development path, more rely on "wise men wins."

Like human beings, enterprises also have EQ and IQ. An excellent enterprise must be an intelligent enterprise.

The wisdom of enterprises is short board, which is often said by the barrel theory.

Some time ago, my company ordered a fitting room, called two professional companies to negotiate.

A company in the local area is known as a famous company. After their designers came, they measured and quoted prices on a regular basis. Another company did not have much fame, but when their designers came over, they took the initiative to communicate with us, and put forward some good ideas and suggestions.

After comparison, we naturally chose the latter.

It should be said that this kind of enterprise is very "smart". He knows how to compete with rivals who are stronger than himself.

In the past development road, Chinese garment enterprises are developing the mode of industrialization, and have formed large-scale production rapidly. Now, in the era of marketization, the competition faced by enterprises is more complicated.

Some of the early developed enterprises that I have contacted have not adapted well to the new competitive environment.

For example, some enterprises still regard quality as the only competitive power.

Of course, quality is indeed important, but it is not the only demand of modern consumers.

Despite the quality, international brands can be "made in China", but we can never sell prices ourselves.

Now, the focus of competition has begun to shift. While satisfying the consumer's demand for product's value, enterprises are more embody the consumer's lifestyle and satisfy their diverse psychological consumption needs.

Chinese garment enterprises have gradually gone to the standardized management period from the start-up stage, and the next step is to fine management period.

For 30 years of Chinese brand clothing, I think the four words of "inner saint and outer king" are worth pondering.

Only the real practice of internal work, can a better move towards the next 30 years, to a hundred years.

During this period, two links are also critical: one is the foresight of the entrepreneur; the other is the building of a professional team.

Reporter's eye {page_break}

The 30 year history of Chinese brands has not completely matured the entire industry or brand.

Now, the development of the entire garment industry is still in the stage of opportunities and challenges.

Many enterprises that have gone through 30 years have begun to enter another period of rapid growth after breaking through the platform stage, and more developing enterprises are still looking for their own road. Many brands, internationalization and listing are all in a certain stage of the development of enterprises. The ultimate goal is to go out of their own mode and enter the ranks of enterprises in the past century.

-- Yin Lijie

"30 years have passed, and the next 20 years will be better than before. This is my biggest concern."

At the time when YOUNGOR was founded 30th anniversary, Li Rucheng, the representative of China's first batch of "clothing people", put his vision on the future development of enterprises.

In his view, for an enterprise, 50 years is a big hole, 50 years go well, 100 years is reliable.

Thirty years old, full of vitality.

It should be applauded for the development of Chinese clothing brands. They have spent 30 years in the past hundred years of foreign enterprises.

At the same time, we must look ahead. After all, the road ahead is still long, and comrades still need to work hard.

-- Ceng Youchao