Not Only For Others To "Get Married", Changzhou Clothing Independent Brand Road

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Jiangsu Changzhou, located in Fairview South China, is famous for its long history of weaving and weaving. As an important textile and garment production and export base, there are more than 800 textile and garment enterprises in Changzhou. The textile and garment ranks the top two in Jiangsu's export scale.

Unfortunately, as in many cities, Changzhou's export textile and apparel products are mainly OEM (OEM), and the value of delivery with its own brand is less than 5% of the export volume.

In the face of this phenomenon, Changzhou inspection and Quarantine Bureau stepped in early and helped actively, which opened up a brand pformation and upgrading road for the traditional OEM enterprises.

One by one, the local brands in Changzhou realized a magnificent turn in this reform. In the hardship pformation of Changzhou black peony, Abe, Yao Chun Gray and other enterprises from supporting roles to leading roles, Changzhou inspection and quarantine personnel, without hesitation and daring to be first, wrote a magnificent and moving movement.

As the earliest black peony producing denim enterprise in China, it registered and founded the brand in 1979. In 1986, it won the first highest "Silver Award" in the industry.

Listed on A shares in 2002.

With the spring breeze of reform and opening up, the state-owned enterprise with 70 years of development has become the first brand of export denim production in the industry.

"If the Black Peony did not take the road of technological innovation and brand building, there would be no development today."

Ge Yafang, President of the black peony group, said with emotion, "although the construction of the brand is difficult, the brand can integrate the comprehensive strength of the company's technology, R & D, quality and management into an overall advantage, thus forming the brand value and core competitiveness of the company with unique charm."

As a key export denim company, the Changzhou inspection and Quarantine Bureau attaches great importance to supporting the construction of technology and management capacity of the black peony group, and guides the group to improve the quality management level and product technical capability through the exemption from inspection of the State export, so as to help the company obtain the qualification of exemption from export inspection in 2007.

Now the Black Peony jeans have been honours, not only as "China's famous brand products", "China well known trademark", but also successfully become export inspection free products in 2007.

With the full recognition of the consumers, the staff of the black peony group will go all the way to build the top brand of jeans.

In recent years, black peony denim has become the designated purchasing brand of LEVI, S, AEO, GAP, CK and other international famous garment enterprises.

The brand effect of its fabric is constantly highlighted.

At the same time, the black peony group started the construction of ROADOR and ERQ clothing brand, based on the quality of black peony denim fabrics, combined with the new mode of M2C network marketing and store sales, extended the industrial chain and moved towards the industrial terminal.

There is reason to believe that black peony will lead the new brand to shine in the industry.

Abe: the initiative choice of brand followers

At the Shanghai international brand clothing fair, which just came to an end, more than 200 international first-line clothing brands gathered, and Changzhou AI Bei costumes became one of the only two exhibitors in China.

ABLE JEANS, an enterprise's own brand, has won over 3 million US dollars in just two days for its concise and atmospheric design and excellent workmanship.

Abbey stands next to Holland's famous clothing brand G-STAR.

Just a few years ago, Abe was still making OEM for G-STAR, but now he is on the same stage.

Being able to compete in the top international exhibitions is inseparable from Abe's sustained self revolution and the unremitting pursuit of Changzhou inspection and quarantine personnel.

As an early entry into the Changzhou Tianning Development Zone, textile and garment enterprises have been engaged in processing and OEM production for the European and American clothing brands at the beginning of their establishment. The order is so short that they are unable to eat enough and cannot sustain much, and earn a lower "piecework wage".

Faced with this situation, Changzhou inspection and Quarantine Bureau has repeatedly negotiated with the company in charge of its leadership, encouraging enterprises to increase investment in research and development, and promoting enterprises to become bigger and stronger.

In 2005, with the help of the staff of the Changzhou inspection and Quarantine Bureau, the company gradually increased its investment in research and development, further improved its laboratory construction, and increased profits by independent design. At that time, the OEM products exported to Europe and the United States reached a profit of 10%~12%, more than twice that of its counterparts.

Abbey longs for greater profit margins by increasing bargaining power.

In 2007, enterprises registered ABLE JEANS brand in Europe and concentrated on establishing sales outlets.

How to further improve product profits is a common consideration of enterprises and inspection and quarantine departments.

In this process, the Changzhou inspection and Quarantine Bureau has actively helped enterprises to strengthen brand building, and has added new impetus to the development of enterprises.

Changzhou inspection and Quarantine Bureau, while strengthening its product quality control, has taken the initiative to join the R & D team, including R & D, research and development, and development of new fiber fabrics. On the other hand, it has built up the brand of Abe brand from the aspects of process improvement and personnel training, and promoted the brand management, technological innovation and scientific research management mode of the enterprise.

Up to now, Abe has invested 120 million yuan to strengthen its own brand building. In 2010, the annual sales revenue of ABLE JEANS exceeded 50 million yuan, and more than 60 stores were opened in Shanghai, Beijing, Chongqing, Guangzhou, Nanjing and other places. The export volume reached 1043 batches and the value of goods exceeded 47 million US dollars.

From simple OEM to independent design, and then to independent brand, and then advance to the top exhibition.

Abe in recent years has achieved pformation and upgrading of the "three jump", the annual growth rate is maintained at more than 50%, the company's R & D center, brand promotion center has become the leader in the same industry, but at the same time, in the pformation and upgrading of Abe, each stage of the leap to achieve the cohesion of the Changzhou inspection and quarantine personnel's efforts and sweat.

Yao Chun Ge: a unique way for brand breeders

Changzhou Yao Chun Ge Textile Co., Ltd. is a "heterogeneous" in Changzhou textile and garment enterprises.

A new brand founded in 2004, a private enterprise with only 200 people, has an average annual export volume of 152 batches, accounting for 14 million US dollars, accounting for 35% of the total exports of similar products in Changzhou. Customers are facing more than 50 countries and regions in five continents around the world. The annual export volume has increased by more than 30%.

Although the company is small, it faces five continents. The company is not strong, but its partnership is very strong.

Yao Chun Gray's targeted choice of customers, positive feedback on product market demand, and continuous innovation of product supply varieties make its own brand "Chun gal" like spring, which is welcomed by all over the world.

At present, Yao Chun GE has formed strategic alliances with more than 20 famous brands such as Spain's "MANTEROL", "Mexico GRUPO APOLO" and Italy "Valentino".

Yao Chun GE's products have established a global sales system, whether in the United States, Europe, Japan and other countries, or in the new markets in Asia and Africa.

As the only private enterprise of the first batch of direct release pilot projects in Changzhou, Yao Chun GE has established a profound relationship with the Changzhou inspection and Quarantine Bureau since its establishment.

Enterprises are small, and export volume is quite large. The number of batches is not large, but the number is staggering. In the face of this special situation, Changzhou inspection and Quarantine Bureau staff have repeatedly entered the enterprise to understand the situation, and actively help enterprises to apply for direct release pilot projects, and provide trade facilitation measures for enterprises, which really saves time and effort for enterprises.

While strengthening the policy support, Changzhou inspection and Quarantine Bureau further strengthens the enterprise product technical guidance, promotes the research and development of science and technology, draws the bridge for the enterprise, and cooperates with the Changzhou University and the Changzhou Engineering College and other universities to further study the new fabric and new production and processing technology of textile and clothing, so as to enhance the enterprise's own competitive strength.

With the help of the Changzhou inspection and Quarantine Bureau, the company has made new breakthroughs in environmental protection, and its self-developed product life cycle green design has truly realized the product's green ecology without pollution.

At the same time, many projects of the company have been supported by provincial and municipal science and technology at all levels, and have obtained invention patents, and more than 50 patents of utility models and designs have been accumulated.

Looking forward to the future, the pformation and upgrading of China's export textile and garment enterprises is still a long and arduous process. However, we can see that some enterprises have already been on the road of independent brand building and will not stop starting. We believe there will be more Chinese brands in the future in the international market.