Sea Spirit: Dancing On Fashion Waves

Ever since standing

Since the 90s of last century, China's men's wear market has gone through 3 waves: formal dress, casual wear and fashionable dress.

Relying on the production of traditional shirts, Western-style clothes and trousers, costumes and costumes have established long-term good cooperative relations with some famous domestic and foreign famous enterprises such as Shanghai Shanshan, France, doundin fox, etc.

However, the enterprise has not been greatly developed, 10 years ago, there were more than 200 million yuan, and after 10 years, the sales volume was still less than 300 million yuan.

At the beginning of 2009, fashion men's clothing quickly became popular in China. Fashionable men's clothing represented by YOUNGOR's GY, S2 of fir and L2 of Shanghai were rushing to the department stores in places like Shanghai, Beijing and Shenzhen.

"At that time, I was thinking, and I couldn't miss the opportunity any longer. Otherwise, the development of our clothing industry would be as slow as snail crawls."

Chen Jianfeng, chairman of the sea holding group.

In July of that year, Chen Jianfeng resolutely rented office space in the fashion capital of Shanghai, founded the Shanghai Si Shuo trend Clothing Co., Ltd., and launched a fashion menswear brand SEASOUL (Si Shuo).

Although the company belongs to Hai Po holding group as well as the sea clothing, its management mode is quite different: "Si Shuo" entrust other enterprises to produce garments, and they are only responsible for technical design and brand marketing.

Not only is the mode of operation different, the products produced are also different.

"Si Shuo" dress is exquisite, elegant and fashionable. It is a bold subversion of traditional men's clothing and caters to young people's pursuit of relaxed, healthy and personalized life.

"Formal shirts are designed for a year or even a few years. Fashion men only have second seasons in this season, and there are as many as two hundred or three hundred new products coming out every quarter. Each processing fee will be about 30 yuan, which is equivalent to the price of a shirt in the 90s of last century."

Chen Jianfeng said.

In 2010, the price of raw materials increased and the cost of labor and labor increased, which strongly impacted the clothing industry.

Sea soul holding group Ling cold flower is more popular, the clothing industry realized sales of 330 million yuan, up 20% over the same period, and fashion men's clothing sales of 50 million yuan.

The company's production is mainly exported to Russia and the United States, less than 10% profit; fashion men's wear into the Yangtze River Delta, northeast and southwest stores and stores, the profit is more than 15%.

This year, Hai Po Holdings has set a sales target: the sales of clothing sales have been maintained at last year's level, and the sales of fashionable men's clothing have quadrupled, reaching 200 million yuan.

"The fourteen plenary session of the eleven plenary session of the Municipal Committee proposed that we should seize the important period of strategic opportunities. I think it is very reasonable.

A company or a county or city will seize the opportunity and usher in a great development. If it loses the opportunity, it will lag behind the others.

Chen Jianfeng said, "we have caught up with the third wave of the development of the garment industry. We believe that in the next 35 years, we will make great progress in fashion men's clothing.