Tang Ying: New Target Start

"Diversified development strategy" is the most popular term in recent two years, so it can be seen that more and more enterprises are starting to diversify their way of development, from simple suits to casual wear, from men's clothing to women's clothing, and even across industries.

For a time, "diversification" seems to have become a synonym for the true growth and development of enterprises.

But there are still some enterprises that have been concentrating on one thing for many years, such as Ningbo Tang Ying.

Not long ago, at the international clothing and Accessories Fair held in Ningbo recently, as the only professional pants brand to attend the Expo, Ningbo Tang Ying Fashion Co., Ltd. selected the latest 2011 men's trousers to participate in the exhibition, calling out the slogan of "doing professional things with a single heart", hoping to extend the culture of "Chinese men's trousers".

Perhaps it is because of a specific product, so in many people's eyes, Tang eagle is making pants and selling trousers. It is a very simple commodity paction, a traditional industry without high added value.

"We are puzzled by this view," said Tian Yanjun, general manager of Tang Ying company.

In order to break this situation, in 2009, Tang Ying changed the development goal of "building the first brand of domestic trousers" set up in 2003, and once again put forward the idea of "creating the first brand of international trousers". In order to achieve this goal, the company put forward three central points.

Construction of international Trousers Design and Research Center

"I hope that everyone will talk about trousers later and think that the most professional Chinese trousers are Tang Ying, which is our development direction and goal."

But if you want to have a solid foot in the pants industry, you must have advanced technology and brand positioning. In 2009 and 2010 May, Tang Ying worked with Italy and Hongkong design and development studio respectively.

According to Tian Yanjun, the choice of cooperation with the two studios is mainly due to the homogeneity of the domestic pants styles, and the phenomenon of fashion following is serious. The choice of fabrics is also very simple. It can be said that this is irresponsible to consumers.

"Now, through cooperation with Italy, we can introduce fashion information from Europe, and as fashion capital of Hongkong, we can also get the trend information from time to time."

Tian Yanjun said that since the cooperation with the two design rooms, at least four times a year, the two sides have to sit together to discuss the design styles and fabric choices for each season.

"When designing a pair of trousers in foreign countries, it will first think of the value of this pants design and whether it can give customers the value of life and whether they can enhance the life philosophy of their customers." Tian Yanjun believes that the two studios that are currently working together will adjust the design according to the needs and brand positioning of Tang Ying's domestic market, but even so, "we still hope to introduce some new design ideas through the opportunity of cooperation. After all, our larger market is at home."

Subsequently, Tang Ying also set up a studio in Shanghai, and chose Shanghai. Tian Yanjun said, "first of all, Shanghai is recognized as an international city. Secondly, it can better integrate the local clothing market."

And to design, develop and innovate in their own hands, just like the core of the development of enterprises, there are many enterprises, after a brilliant moment, gradually disappeared in the field of vision. The reason is that the core is controlled by others, and they are just manufacturing machines.

"This is very important for us to build a century old enterprise."

Therefore, in the past few years, Tang Eagle has invested a lot of money to design and develop. "With design and development, we can do ODM work for trousers on the international front line or in the domestic front line."

ODM for trousers

Tian Yanjun said that Tang Eagle has been seeking changes over the years. Therefore, for ODM, we should not only analyze the brand positioning, but also enter the process of small batch, fast service and rapid production.

"A list requires thousands of trousers to be produced, and the production cycle takes one month. This model has not been able to keep up with the demand of the domestic market at present.

Tang Ying is seeking change, eighty or hundreds of things.

The production cycle is about one month, and I may be ten days.

Time is the biggest cost for today's market. "

Tian Yanjun believes that in the field of ODM, most of the former clothing enterprises take the route of foreign trade. "Making a pair of trousers can only earn five or six yuan, and the customers are strict with you. If you don't care, the list will lose money, so if we have our own design and development center, we can analyze its market positioning and style according to the needs of customers, and then develop it for customers."

According to Tian Yanjun's rough calculation, if we provide products for customers through ODM, from the profit margin, it may reach seventy or eighty. "A pair of trousers may earn five or six yuan, and a pair of trousers can earn forty or fifty yuan through ODM, which can earn seventy or eighty yuan even better."

It can be said that Tang Ying has made enough preparations. In July 2010, Tang Ying company set up a boutique workshop.

The seemingly ambitious goal is actually a logical logic for Tang Ying, who has had 18 years of history.

At present, Tang Ying owns more than 700 outlets in the whole country, and plans to plan the flagship store of 100 strong counties and cities nationwide.

Building a first-class marketing network

"Many people are saying that you have been doing pants for 18 years and can make a series of products, which can make more money. But after considering it, we decided that we should concentrate our attention on the trousers Market and make the market bigger and bigger."

Tian Yanjun said that in order to enrich the product structure, the company introduced and represented a professional brand casual shirt and T-shirt of Italy brand.

In fact, product serialization and diversification are the development ideas of many garment enterprises. In Tang Ying's view, enterprises are selling products now, but in the future time, "products will be just a carrier, all of which are products culture."

Tian Yanjun believes that consumers choose their products to the main products. They are mainly professional products. They do not represent products. "We need to use professional pants to create a cultural atmosphere. Our shopping guide will recommend products according to the needs of customers, whether they are working clothes or casual wear. They can give different pants different values on different occasions."

"From selling products simply, we will manage customers' hearts."

Tian Yanjun believes that this is a development trend of the market.

At the same time, in the next 35 years, Tang Ying will enter the 100 strong counties of China to open flagship stores. The reason why they choose to open shops in these places is because "the hundred strong counties have stable economic development, and people's income is also high, and the consumption level has naturally increased." Tian Yanjun said, "when we realize the flagship store of 100 strong counties, we will really give customers a professional pants culture and professional services for the audience."

But at the same time, Tian Yanjun also admitted that the company is far from creating the first brand of international trousers. "But we are very confident that we can do the trousers well". He hopes that in the near future, "the pants we wear are made by the eagle, and the eagle is the best representative of Chinese trousers."