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Luxury Brands Can Not Say That The "Foundry" Secret

2011/6/7 10:10:00 64

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Luxury Brand Foundry

well-known

Luxury brand

Prada only 80% of the products are made in China.

Luxury brands, led by Prada (Prada) and Coach, earn money from Chinese consumers while passing Hongkong capital.

market

It is ready to raise at least hundreds of billions of funds to investors.

Kill two birds with one stone, but they also have side effects.

In Hongkong

list

To disclose detailed information, the secret that luxury brands can not say is OEM.

Samsonite, which is not the luxury brand's top brand, is the first to bear the brunt. "Generous" discloses the brand founded in the United States in the past ten years, and has completed the pformation from independent production to the procurement of third party suppliers.

Last year, 94% of Samsonite's products were made by 100 foundries in China and other Asian countries.

The foundries mainly manufacture soft suitcases, while the hard luggage with high technology and intellectual property is still completed by the company's internal factories.

Prada Dongguan production label Italy label

Early last year, media broke the news that Prada, including a number of European luxury brands, set up production lines in Dongguan and Wenzhou and other places to produce a certain process and even finished products, but Prada denied it.

In an interview with the Wall Street journal in March this year, Prada CEO Bertelli said that as long as the quality of products is guaranteed, "Prada manufacturing" should be the same as "made in Italy", which is worthy of fans' trust.

"If the product is produced in Italy, we will mark" made in Italy ". If it is produced in Turkey, we will label it honestly.

Others are not so frank, but Miu Yi (Chairman of the board) and I never regard the public as idiots.

Whether the public is regarded as an idiot, the listing in Hong Kong will reveal the answer in person.

And the mysterious veil may be the scars.

Goldman Sachs, one of its sponsors, has released Prada's research report to customers.

The Hongkong media received the report, which revealed that Prada has already outsourced 80% of its products, and has been tracking it for many days to unveiled the Maiji leather industrial company, a Hong Kong Foundry Enterprise in Zhongshan.

According to the website of Maxwell leather industry (Zhongshan) Co., Ltd., founded in 1981, the port enterprise Mai's industry has more than 2000 technical workers, mainly producing high grade leather handbags and accessories. The main customers include Coach, Boss (Hugo Boss), Kavin Klein (Calvin Klein) and crocodile (Lacoste) and so on, with a monthly capacity of up to 150 thousand handbags.

The name of Prada did not appear on Maxwell website.

Unlike Prada's cover up, Lew Frankfort, the chief executive of Koch, said in an interview with Bloomberg earlier that in the next five years, Kou Chi's capacity in China will be reduced from 85% of its global capacity to 40%~50% and will shift its production capacity to low wage countries such as India, Vietnam and Philippines.

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International luxury outsourcing has become an open secret.

Another well-known example is the summer clothing company of Wenzhou suit production company. Now it has changed its face to become Xia Meng. Yi Jie, "until 2009, the amount of our OEM still accounted for 60% of the total sales of Xia Meng, Italy, which exceeded 300 million yuan."

Xia Meng, Chen Jianwei, director of sales and marketing of Yi Jie, said in an interview with the media that ten of the world's top men's wear brands, five of the top brands, have been partially outsourced to Xia Meng's factories.

International top Chinese foundry is not uncommon.

According to the sources, luxury brands have general agents in China. After receiving the orders of brands, the general agent, according to the equipment of the processing factories that he can handle in foreign trade, carries out the contracting out of different styles of garments, and chooses different factories according to different styles and requirements.

These processed garments will go back to the Hongkong headquarters of the company. After being assembled in Hongkong, they will be pported to Italy, France or Spain.

Industry: international big name Chinese foundry is not rare.

Many people in the field of luxury goods industry say that the international big brands Chinese foundry is not uncommon, but most of the international first-line brands are currently produced in Europe, such as LV, and some of the finished products are made in Spain and marked on labels.

"These big brands are very strict about producing areas.

Because Made in China is a synonym for popular products, luxury brands are worried about lowering their identity by labeling such labels. "

One industry insider said.

Insiders also said that even if the origin of the product label is a European country, it does not mean that the whole industry chain of the product is in the country.

The raw material of a big brand is global sourcing, and the last place of origin may be the location of the last procedure of the product.

Nine Hing Holdings annual report said that they produced Celine, Loewe and Marc by Marc Jacobs and other brand shoes.

Analysis: Why are Chinese consumers more realistic?

Chen told reporters that if it becomes a Chinese OEM, it will affect its decision to buy foreign luxury brands.

There are many factors behind the seriousness of Chinese consumers.

First of all, the "value" represented by other consumer goods helps them to enhance their social status. KPMG points out that luxury goods with prominent LOGO will often sell better in China.

Secondly, Chinese consumers' cognition of luxury goods seems to be somewhat smattering. They also need to create a product quality map based on geography rather than design.