Clothing Enterprises Are Catching Up With The Brand Era.

As Wang Lixiao, director of Zhejiang Australia pure company, said.

Three enterprises in three directions, China Textile Federation focuses on foreign trade.

From family workshops to

Wang Lixiao, director of Australia's foreign trade, studied architecture at University in the early years. But when his brother's clothing business was about to run out of food, he gave up his university studies and went to the family business. Now it has been over 20 years.

Looking back on entrepreneurship, Wang Lixiao took the 2001 entry into China's sweater sweater City Industrial Park as an important turning point. Australia ocean was the first enterprise to move into the park. Now it seems to be the leading enterprise in the park.

After entering the park, Australia ocean changed from the pure family management mode to the "Five Zang Fu organs" of a regular enterprise.

But then the separation from shareholders was a great blow to Wang Lixiao. He gave up the new project's workshop to the original partners, and solved the problem of fund breakage by the factory. In the past few years, "keeping a low profile" made the enterprises gradually get out of difficulties and develop further.

He said that the output value is expected to reach 50 million yuan this year.

Over the past 20 years, Wang Lixiao has been aware of the direction of the development of the industry: the clothing industry has been making progress, initially to solve the problem of human warmth, and now it is branding, individualization and fashion. Now the clothing industry is catching up with a big era.

Therefore, Australia's pure woolen sweater should also take the brand and personalized route, and will continue to focus on the domestic market in the future.

Wang Lixiao mentioned that he had tried to take the export route, but later found that it was not their competitive advantage, so they chose to show the "brand sword", which is the core competitiveness of enterprises.

Wang Lixiao is also preparing to enter the high-tech field -- woolen sweater processing machine.

He said that the traditional woolen sweater equipment is now basically out of the wood. It needs high-tech products to simplify the work of everyone. In this industry, we have such a mission to build the brand of machine equipment in the knitting industry and serve the cardigan enterprises.

Special opportunities for financial crisis

Speaking of foreign trade enterprises, people can not help thinking of the financial crisis that has not yet been completely over. However, Wu Min said that in the two years of the most turbulent financial crisis, it is a special opportunity for their enterprises.

The China Textile Federation was formerly a textile mill in Liyang county. In 2000, it was injected into a state-owned enterprise, and the Liyang China Textile Federation was established. In 2001, it completed the restructuring and became a limited liability company. The state-owned enterprise withdrew after two years.

In 2004, when the China Textile Union first participated in the Canton Fair, it embarked on the road of processing and producing wool underwear, and the order became bigger and bigger. During the financial crisis, the cost of importing wool from Australia decreased significantly, but the export price of sweaters did not change because of the stable demand of products, and the financial crisis became an excellent opportunity for China Textile Alliance, and it was multiplied.

After the development of the financial crisis, 90% of China textile products are exported to Europe, Australia and New Zealand.

But Wu Min did not forget to be prepared for danger in peace time. He hoped that the China Textile Federation was not only a foundry but also had its own brand. Wu Min had made a clear plan for the development of China textile joint.

Wu Min is going to run two branches abroad. He opened his first branch in Melbourne, Australia this year.

More importantly, China Textile Federation is changing from the original foundry to brand building.

Wu Min emphasized that if enterprises want to become a century old shop, we must make it an enduring enterprise, and we must take the brand line.

Top star "Dunlop"

Similar to the China Textile Federation, the top star clothing from Fujian, a brand capital city, started from foreign trade in the early days. Wang Shaoshan, the head of the company, said that he first made real estate, and later set up a foreign trade company with his younger brother. In 2006, he set up top costume, specializing in the production of shoes, and the financial crisis made them start thinking about pformation.

After more than 1 years of negotiation, they got the general authorization of Dunlop, the international brand name, and began to run the outdoor clothing brand in 2009.

Wang Shaoshan recalled that the negotiation process of the contract was very difficult. After taking the sign, he turned off his cell phone and slept for two whole days, then began to think about what to do next.

According to Wang Shaoshan, although Dunlop is famous for tyre, it also has a long running time in the sports industry.

The total authorization is different from the total distribution.

The total distribution is mainly in the sales link, and does not involve R & D and production. Dunlop's general authorization in China means that the design, R & D, production and sales in China will be completed by the top star costumes.

With the rapid development of outdoor clothing in China, Dunlop outdoor clothing of top star clothing has nearly 200 outlets nationwide in less than a year.

Wang Shaoshan also stressed that they will focus on brand operation in the future.

Based on the idea of more outdoor life, Wang Shaoshan chose different markets in building brands.

Take the assault clothing as an example, the selection of top star clothing is slightly weakened in some functions, but in fashion and comfort, it is better than those that emphasize professional brand, and the price is relatively lower to adapt to more people.

Wang Shaoshan said that they are striving to expand the brand, and strive to expand the brand's influence in the country, and also strive to make the company listed in 35 years, so that there is enough capital to make "Dunlop" bigger.