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Zhejiang Ningbo Famous Brand Enterprise Skillfully Plays Creative Brand

2011/10/12 14:42:00 39

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Zhejiang Province

Ningbo

The city is a major garment city in China. More than 10 garment enterprises have entered the list of top 100 clothing companies in China.

Since this year, a group of Ningbo garment enterprises represented by YOUNGOR and Taiping bird have borrowed creative designs.

Transformation and upgrading

The pace has been markedly accelerated, and all economic indicators are better than the same period last year.

According to statistics, from 1 to August this year, 864 textile and garment production enterprises above Designated Size in Ningbo realized sales revenue of 59 billion 300 million yuan, an increase of 22% over the same period last year, and realized profits and taxes 5 billion 780 million yuan, an increase of 19.1% over the same period last year.

YOUNGOR is an evergreen tree in Ningbo's clothing industry.

In June of this year, YOUNGOR pferred all the shares of wholly owned subsidiary of new Ma clothing to Sheng Tai yarn dyed fabric.

The sale of the new Malaysia clothing OEM business which contributes little profit and low gross profit is more conducive to YOUNGOR concentrating resources and energy to do well in the brand clothing industry.

At present, YOUNGOR is pforming from a production and marketing enterprise to a brand enterprise, and is considering upgrading the industry at a higher level, turning from technology intensive to art.

Creative type

Enterprises, in order to create a "cultural and artistic world of creative creation".

Li Rucheng, chairman of YOUNGOR group, said: "YOUNGOR should no longer follow the trend of consumption, but should be the leader.

Trend

Create a trend. "

Unlike the usual view of the clothing industry as a labor-intensive industry, Li Rucheng believes that the clothing industry is a creative industry and an urban industry. It is an eternal industry.

From the brand point of view, with the improvement of people's consumption level, customers' demand for clothing is becoming more and more diversified, which provides the foundation for the development of multi brands.

And YOUNGOR's product quality has been fundamentally improved, and has the ability to support multi brand development.

This year, YOUNGOR accelerated the implementation of the brand development strategy of clothing, and its six brands, including MAYOR, YOUNGOR, GY, hemp, CEO and HartSchaffnerMarx, went further.

Longitudinal deepening

Development and completion of the re distribution of sales channels.

In addition, YOUNGOR also set up the YOUNGOR creative arts and Design Co., Ltd. of Ningbo. The main function of the company is to refurbish the existing shops and decorate the new shops in the future according to the different product positioning and target consumers of the six brands.

Through the introduction of brand new creative design, brand strategy, improving and strengthening channel construction, logistics construction, adjusting product structure and enriching product lines, YOUNGOR constantly improves gross margin of brand clothing.

At present, the gross domestic product rate of YOUNGOR's domestic apparel reaches 63%, which is comparable to many international brands.

Taiping bird is a new garment enterprise in Ningbo.

Facing the difficulties of traditional manufacturing industry, Taiping bird has gradually stripped manufacturing links, strengthened design and marketing, focused on creating "fast fashion", and promoted fashion and creativity.

industry

Transformation.

Zhang Jiangping, chairman of Taiping bird, said: "fast fashion has changed the sunset label of the traditional clothing industry, and has found a new world of imagination in the traditional clothing industry."

In the view of Taiping bird, the competition of clothing is the competition of unique product design ideas and efficient distribution system.

At present, the Taiping bird has a design team of more than 300 people. It has more than 100 new types of markets every week, with over 8000 designs in one year, and the design speed is at the forefront of the domestic fashion industry.

It takes only more than 20 days for designers to create fashion ideas and clothes to wear to consumers, and it takes at least 2 months for a general enterprise to complete the process.

Taiping bird has more than 2000 stores in China. Through efficient management software, every instruction of headquarters can be pmitted to the store at the first time, and almost simultaneously sends sales information from all parts to headquarters, and then starts another cycle from design to sales.

And this seemingly pparent "fast fashion" is precisely the core competitiveness of Taiping bird.