Astor Men'S Wear: Developing Both Domestic And Foreign Trade

In recent years, the export situation of garment industry is undergoing important changes due to the international financial crisis, the appreciation of the renminbi, the rise in labor costs and the rise in prices of raw and auxiliary materials.

While maintaining the proportion of foreign trade, opening up the domestic market has become a strategy for many foreign trade clothing enterprises to seek survival and development.

Although many foreign trade clothing enterprises are limited by the lack of design and marketing capabilities, their advantages in the quality and quality of products still add a lot of confidence to them in the domestic market.

Astor Fashion Co., Ltd. is a Sino foreign joint venture garment manufacturer, located in Changshu, China's famous clothing city.

At the beginning of 2010, Astor company entered the domestic market, and through just one year's domestic trade expansion, enterprises made considerable progress in the domestic market.

Zhu Zhengrong, chairman of Astor, said with confidence that the opening of the domestic market situation has provided a new help for the development of enterprises. The current pattern of internal and external trade has increased the safety factor of enterprises, and is also conducive to the further development of enterprises.

It is understood that

Founded in 1984, the company currently has 55000 square meter factory buildings, 16 advanced production lines and 800 employees.

The company has a good technical quality, and is equipped with ERP textile enterprise information management system, CAD typesetting system, digitizer, pen plotter, automatic pattern cutting machine, rubber strip hot air machine, computer embroidery machine, needle checking machine, keyhole machine, cloth inspecting machine and other advanced professional facilities.

The company mainly produces high-grade windbreaker, jackets casual wear, coating cold clothing, down garments and other costumes, has always been mainly foreign trade production, annual output reached 2 million pieces / sets, annual sales of 150 million yuan, export earning 15 million U. S. dollars.

The company has passed many international famous brand factory accreditation, and has maintained close cooperation with many international brands, including

"And other internationally renowned brands, products are mainly exported to Europe and the United States and other countries and regions.

In order to better participate in the international market competition, in 2001, the company passed the ISO9001:2000 international quality system certification, established a perfect order information development platform, and a complete set of scientific management system and operation mechanism, realized 5S modern management and office automation, and for many years gained many honorary titles such as "AAA level enterprise", "foreign trade export advanced enterprise", "million tax paying enterprise", "export-oriented advanced enterprise", "industrial advanced enterprise", "export earning private enterprise" and so on.

Zhu Zhengrong, chairman of the board of directors, said that last year, aiming at the changes in the economic environment at home and abroad, the company formulated the strategy of developing both domestic and foreign trade.

First of all, enterprises continue to maintain the proportion and share of the current foreign trade business.

We have achieved three adherence: first, to persist in investment and not to relax; the two is to adhere to the quality of management.

In 2010, the company focused on the management objectives of "making high efficiency enterprise models and meticulous management benchmarks", adjusting the management level of enterprises, making management more standardized, and substantially reforming the wage system, making the settlement more fair, just and pparent, and fully mobilized the enthusiasm of excellent employees. The three is to insist on expanding exports to the market.

On the basis of stabilizing the old customers, on the one hand, they should strive for the right to export independently, and on the other hand, rely on foreign trade companies to take orders for trade and expand the market.

At the same time, we also strengthened the construction of enterprise culture and management and skills training of employees, greatly encouraged and mobilized the enthusiasm, initiative and creativity of employees, and comprehensively improved the management and comprehensive quality of employees.

Secondly, in August last year, the company launched a new domestic brand, Astor menswear to the domestic market. Through the international synchronized fashion fabric, it perfectly embodies the personality of the man Ya Chi, and creates the domestic fashion vane for men.

Zhu Zhengrong believes that if we are using the straight line thinking mode of order production order, then the way of thinking in the domestic market is like a big net. Every part needs to be taken care of from research and development, market, sales to brand building and after-sale service.

Among them, the most important part is to seize the hearts of consumers.

There are some differences between Chinese consumers' aesthetics and foreign countries.

For example, Chinese people like to be concise and generous, do not like tedious and complicated, which is different from foreigners.

It is definitely not feasible to export customers to copy directly to domestic trade. We must build our own R & D team and cultivate a unique brand style.

Astor's men wear the consumer group as a 25-45 year old man.

They are sunny, confident, have the right to speak and have the power of appeal. They play an important role in various fields of life and work. They need to dress in a variety of styles to satisfy different situations and play multiple roles.

And the brand of "Astor" brand is fashionable, fashionable and changeable. It has rich product line and different design styles, so that every customer can find his own personality in his clothing world.

When the "international brand" brand that meets the needs of domestic men at the same time meets the banner of the new men's wear, it begins to make landfall.

2011 will be a stable year for the development of Astor.

We will continue to promote the brand promotion of Da Ya DA men's clothing, further optimize the product structure, pay close attention to product quality, and comprehensively enhance the brand quality of "Astor" menswear.

Today, after a short period of less than a year, the brand sales outlets have already covered the first tier cities all over the country, such as Beijing, Harbin, Shenyang, Dalian, Zhengzhou, Chongqing, Hangzhou and so on. The sales performance of the brand has been increasing steadily, and the development trend is generally optimistic inside and outside the industry.