Jin Hongmian, The OEM Of Men'S Clothing, Wants To Sell Clothes Online.

If it is not for insiders, few people know that there is a clothing enterprise called Jin Hongmian in the dense town of Foshan Zhangcha in the knitting factory. The more than 50 high-end men's clothing brands at home and abroad are 150 million of the annual output value, making it one of the top brands in Zhangcha.

At the end of this month, three shareholders' e-commerce websites, which had been knocked down by 50 million yuan, were going online. Their desire to create their own brands finally came true.

Compared with many elderly clothing bosses in Zhangcha, Zhong Jingbing, 36, belonged to the young school. After graduating from the Textile College in 2001, he founded a golden cotton with two college students.

Because of technology, willing to buy imported equipment and raw materials, won the favor of many domestic men's wear brands.

"We make about 1 million 350 thousand -150 T-shirts a year, with an annual sales volume of 135 million -1.5 billion yuan."

Zhong Jingbing said that although the cost of raw materials and labor has risen continuously in the past 3 years, the annual growth rate of orders is still 20%, most of which are more than 70 domestic and foreign brand OEM, Maori run 15%-18%.

Among the three major shareholders, Zhong Jingbing was mainly responsible for clothing design and research and development.

Every year he flew to the world fashion center ten times in Italy to capture design fashion, meet designers and models, and this International Travel gave him the impulse to create his own brand very early.

Zhong Jingbing and other two shareholders counted the accounts. The cash price of the men's clothing produced in cash cotton production is usually 150 yuan / piece, but the terminal price is 8 times or even more than 10 times. The profit margins of the brand make them extremely heartbeat.

In 2008, I got acquainted with several online fitting system in Shanghai.

Departure: hit 50 million please IBM help

After the printing and dyeing plant was launched, golden cotton has a complete industrial chain from yarn manufacturing to design, printing and dyeing, and garment making. "It can be said that this garment was made entirely by one of our enterprises."

Zhong Jingbing pointed to a blue and white menswear in the exhibition hall.

At this point, the time to create a brand and to do e-business is coming.

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Zhong Jingbing believes that most domestic menswear brands have online and offline channels, but the difference between the two major channels can easily lead to competition among distributors and produce complaints about brand enterprises.

O EM enterprises do not have this worry, "exclusive online brand to avoid contradictions, the pressure to create brand funds is also smaller."

Zhong Jingbing said, "the electronic commerce project and the original O EM business will not conflict. The proportion of the future two businesses will depend on the situation."

This year, the textile and garment industry has suffered huge fluctuations in cotton prices and underemployment. How big is the risk of creating brands and engaging in e-commerce?

"Our order is flat with last year, orders are stable for a long time, and we have less concerns."

Zhong Jingbing said, because customers are all high-end brands in China, their business is relatively stable.

Before joining the electronic commerce, Jin Hong Mian did a research in the line: the current clothing brand foundry enterprise mostly from 40 to 50 years old boss steering, the electronic commerce wait-and-see sentiment is very thick.

"Not only in Foshan, but in the whole country, there are few cases of O E M being successful in e-commerce."

Zhong Jingbing said that e-commerce is virtual, and investment shops are at least visible and touches. Many enterprises worry that money may not be invested in anything.

"E-commerce is a big trend. Everything is at risk. If we do it, there may be other risks."

In the case of sufficient funds and accumulated certain designers and model resources, in October last year, Zhong Jingbing reached a cooperation intention with IBM company in Beijing. After coming back, the board of directors passed the collective election and the first phase invested 50 million yuan to test the water e-commerce.

According to the cooperation agreement, IB M provides the consultation and design for all parts of the company, including team building, product planning, marketing and so on.

"To do the best is better than to do it, which is much better than myself to spend millions on several e-commerce talents and build an ordinary website."

Zhong Jingbing said.

Zhong Jingbing said that after the customer chooses a jacket on the Internet, the system can automatically match the matching of trousers and leather shoes.

According to IB M statistics, the trade volume of clothing B 2C reached 2 billion 400 million yuan in 2009, up 99.8% compared to the same period, and it is expected to exceed 18 billion yuan in 2012.

At the same time, China's apparel electricity supplier market has not yet formed monopoly, nearly 40% of the market share is divided by many small and medium-sized enterprises.

Zhong Jingbing said that the second half of the year will introduce more than 100 people's e-commerce team. "E-commerce is like raising children. We will not consider short-term returns for the time being."

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