Transformation Of Independent Brands To See How Jiangsu Clothing Enterprises Do?

Brand has higher added value than the product itself. To improve the added value of products, it is necessary to have self innovation and independent brand, which has become the consensus of the industry. In 2008, when the international financial crisis spread, many domestic garment enterprises that made foreign trade began to test the domestic market, but few successful cases of comprehensive spanformation. This is because the two market operation modes of foreign trade and domestic sales are not the same, and the brand has a hard training period. The domestic market's operation of the commercial market is far different from that of the order processing. However, now that the cost continues to rise, it is necessary to increase the added value of products. How can we achieve this dream?

　　
A few days ago, reporters interviewed in Taicang, Jiangsu, found that the spanformation and development of the two enterprises had their own characteristics. They became one of the top producers of Chinese top shirts while seeking to develop their own brands. A high-quality OEM processing company bought and sold the Italy brand and achieved the operation of the domestic market, owned intellectual property rights and successfully spanformed into brand operators.

　　
Kam Chao: be China's top shirt

　　
"The 80% shirts in Beijing Yansha shopping mall are made in Jinchao". Heard the insiders say so, the reporter did not believe at the beginning, following the interview with the vice chairman of the China Textile Industry Association Xu Kunyuan, Zhang Yankai, the vice president of the China clothing association Chen Dapeng, the Jiangsu textile industry Association Association President Xie Ming and other industry leaders to the Suzhou Jinchao dress Co., Ltd., which is located in Taicang, Jiangsu, and then fully convinced. In the Kam Chao product showroom, the international major brand shirts are arranged, the high count fabrics are silky and soft, and the fineness of the production is amazing. Pan Jinchao, general manager of Suzhou Jinchao Clothing Co., Ltd., tells you that these shirts are made by hand, and the processing technology has been affirmed by the international brand.

　　
"We began to invite Japanese experts to come to the factory management. Their requirements are" fast and good ", quality and quantity, but they still can't go out of price war. Later, experts from Italy are invited to guide them. They do not want to be quick, but they must be pure handmade and perfect. For example, double needle wheat clips should not be used with double needle wheat clips. This is the way of internationally recognized high-end shirts, "Pan Jinchao said. Another example he cited is the "orange" shirt, which requires 35-36 stitches per 3 cm and is stitched with silk thread.

　　
With its excellent product quality, Jinchao company has been processing the famous shirts brands of Zegna, Pu Lai Shi, YOUNGOR and other famous brands in the past 10 years. Although the brand is OEM, the fabric is jointly purchased by Kam Chao and branding. "This is the brand's trust in us. We purchase fabrics from the whole world, such as Sweden's 200 shirt fabrics, must be sewn with silk thread, and 3 centimeters must be more than 25 stitches. This dense method can make high-grade fabrics really show their skin like warm feeling."

　　
During the visit to the brocade gallery and workshop, Chen Dapeng proposed to study men's shirts carefully and categorized shirts more carefully, such as the same collar, the sleeves of different people may be different, and the close fitting shirts should be truly close and comfortable. The suit has a very slim style now, but there are few matching shirts, often the sleeves are too big or the waist is too wide.

　　
Xu Kunyuan said that the consumption concept of Chinese consumers has not yet fully formed the concept of "what is high-grade and comfortable". In addition, high-grade cotton shirts should be careful in daily management, such as steam when pressed. Machine washable is very good, but pay attention to resin coating should not be too thick, there must be a standard, so that consumers enjoy the feeling of wearing pure cotton.

　　
As international brands are bullish on the Chinese market, more and more high-end brands come to China to seek OEM. In 2010, Kam Chao, on the basis of stabilizing old customers, continued to expand new markets and new customers. The shirts produced by processing were not only sold in China's most high-end shopping malls, but also exported to Japan, Australia, Britain and other countries, and nearly 4 million shirts were produced throughout the year.

　　
However, "China does not have such a brand. Yes, it's also a brand abroad, and Chinese are in operation. " This is Pan Jinchao's most sad point. "Seize the market and expand production is an important prerequisite for the survival of enterprises. If you want to add strength to your business, you must develop your own brand, "Pan Jinchao told reporters." although creating a successful brand is no easy task. Although processing power is also a brand, it is still working for others. After Jinchao has become the main producer of top Chinese shirts, Kam Chao decided to develop its own brand while continuing to process OEM.

　　
"OEM for domestic and foreign famous brand shirts enterprises is to ensure the leading position in the fierce competition in the shirt Market. And establishing their own brand is the real driving force for the development of enterprises, "Pan Jinchao said.

　　
Pan Jinchao embarked on the restructuring of the industrial structure, inviting Brand Company and Strategic Advisors to plan their own brands. Relying on the experience gained by OEM, Kam Chao founded Finch and other independent brands. At the same time, he worked with an international Brand Company in Italy to represent the total distribution of Bona clothing series in China, and set up exclusive stores in the first tier cities of Shanghai and Guangzhou, and achieved good sales results. Pan Jinchao has a lot of feelings in the preliminary test. Although the road to running the brand is very difficult, he is determined to take the road of brand, and try to make his own brand, Lan Wei, which is a brand of Italy's registered clothing brand. "For us, production is no problem, the problem is how to do well in brand operation. In the process of serving the international brand, we are also learning their brand operation methods, and gradually developing their own brand is Jinchao's long-term development strategy.

　　
Qun Hong: striding forward to brand operators

　　
Last June 20th, Suzhou Qun hung Fashion Co., Ltd. held the signing ceremony and brand demonstration meeting of the NJAL (Nguio) brand spanfer in Italy. The Italy brand of Italy was spanferred to the Group Hong Kong enterprises once and for all. This is a young fashion and leisure brand, plus the Frognie Zila (Franni Chiara), which is the top quality menswear brand in the early stage. The group has formed a new pattern of multi-level, multi grade and multi brand development. Suzhou Qun hung Garments Co., Ltd. is also making OEM for high-end domestic casual wear brands at home and abroad.

　　
"Our company was founded in July 2002 and has a joint venture with a company in Italy. At the very beginning of its establishment, it was Brand Company. It was a market-oriented operation mode. We have formed a team of more than 40 R & D personnel, serving more than 50 brands, making 650 thousand OEM every year, making the brand of Frognie Zila with the proceeds of high-end casual wear, and now NJAL. Frognie Zila is also a brand bought by Italy from Hong Kong. It began to operate in the domestic market in 2003, and now there are more than 100 stores or counters in various provinces and cities, with retail sales reaching 290 million yuan in 2010.

　　
Huang Dingqi, chairman of Suzhou Qun hung Garments Co., Ltd., has been very familiar with brand operation. "Now when I pick up the shopping mall, the capital city of Frognie Zila has basically entered, and sales are good in Beijing, Shanghai, Harbin, Dalian, Shenyang, Qingdao, Xi'an, Shijiazhuang, Changsha, Changsha, Changsha, and so on. This year, we will arrange more second tier cities."

　　
In less than 10 years, group hung has grown from a garment processing enterprise with less than a hundred people to a comprehensive garment enterprise integrating product development, processing and manufacturing and brand sales. In terms of processing, in March last year, it began to turn from specialized international brand to domestic trade, serving famous brands such as YOUNGOR, nine Mu Wang and good news birds. It is particularly worth mentioning that Qunhong has always been clear about the goal of "independent brand building" and always takes the lead in brand building and operation.

　　
According to Huang Dingqi, Group Hong is committed to creating a high speed and steady development trend, making clothing manufacturing and brand trade services go ahead synchronously. Group hung brings the noble style of Europa Frognie Zila into the Chinese market, so that consumers can truly feel the natural and elegant atmosphere of Italian style senior business men's suit, and savour noble fabrics, exquisite handwork, simple design, exquisite workmanship and exquisite touch.

　　
During the operation of Frognie Zila brand, the group has integrated the latest Western fashion ideas, the fashion of European men's wear and the way of brand operation into China. It has formed strategic alliances with top European woollen companies such as herd, Italy, Rollo Piyana, 1881, Vinda and so on, Switzerland, A Lu, Italy Mont, Kang Ceccolini, etc., and German Eagle Fort leisure fabrics company. At present, as the main brand of Qun Hong, Frognie Zila has set up an efficient ERP information management platform and a continuous after-sales service system, and has built up a service platform to highlight its distinguished status for customers.

　　
"In June last year, we first invested 80 million yuan in introducing NJAL brand, which is a fashionable leisure brand in Italy. After group hung took over the Nguio brand, it immediately packaged and integrated it and positioned the target brand of NJAL brand among young white collar workers." Huang Dingqi told reporters that the reason for buying NJAL is that the style of fashion and leisure is mainly influenced by "Korea Japan wind". Its characteristic is "dazzle". The visual image of domestic young fashion casual wear is basically "black and white" series, which appears dull and depressing. NJAL brand positioning avoids the characteristics of domestic fashion brands, rich colors, full, unique and elegant collocation. "We chose the Italy designer AI do as the NJAL brand design director, so that NJAL brand from the initial stage of the introduction, branded Italy's original style, fashion, elegance and no publicity. NJAL dynamic fashion takes into account the outdoors, and Franni Chiara dislocation operation. We set up two brand operation centers respectively, and built intelligent storage centers. At the terminal, NJAL brand stores require more than 100 square meters, and Frognie Zila is more than 200 square meters. The end of the 2 brands will reach 800, with the aim of catching the high consumption group in China.

　　
On the one hand, do ODM, design and process for all brands; on the one hand, do brand operation, integrate resources, make the two brands operate in a vivid and vivid way, and focus on refining the corporate culture and tangible value, and finally remove the OEM to become a real brand operator. The practice of Qun hung was appreciated by Xu Kunyuan, vice president of the China Textile Industry Association. After his inspection, he said that the development of Chinese national brands is not as good as international brands, and consumers' understanding of textiles needs to be further improved. He suggested that when registering an English brand, enterprises should register Chinese brand at the same time. Consumers must be able to understand the connotation of the brand and form a credit system linking up and down the industrial chain. He stressed that to make a brand, we must do one thing and make it loud and big.

　　
"The domestic business atmosphere does not provide many favorable conditions for the operation of our business brand. Fortunately, we have already got a runway now, and the high-end shopping malls can go in and choose locations in the shopping mall". For the future, Huang Ding is full of confidence and the goal is to become a real brand operator.