Deputy Secretary Of The Municipal Party Committee And Mayor Sheng Visited Jiaxing FA Dino Dress And Adornment Co., Ltd.

Enterprise development still needs to take brand

The rain never stopped.

Walking into Jiaxing's FA Dino

As Sheng Yongjun walked, he briefed Chen Yuanxin briefly about the situation.

Chen Yuan said that when he started to do the clothing business, he felt that the development platform of Tongxiang was very large. He stayed in Tongxiang for a long time. In the first few years, the development situation was fairly good. The economic situation changed over the past two years.

"Our raw materials are all our own, and our products are all exported."

Knowing that enterprises are mainly foreign trade, and their products are sold to some European countries such as France and Italy, Sheng Yongjun still seems worried. "This situation is very unfavorable to you. The euro debt crisis has led to the downward trend of the euro exchange rate, which will also lead to the fall of the euro to the RMB exchange rate. Is that a serious squeeze on your profit space?"

"Sheng mayor, you are right. In the past two years, the euro has depreciated. Our situation is not very good. Our profit margins are narrow and even at a loss, especially last year, from 9 points down to 7 more points. We did not make money, but also lost about 2000000 yuan. Moreover, the situation is not very clear this year."

Chen Yuanxin has a personal understanding of Sheng Yongjun's analysis and reveals it.

"Do you have any problems with the market now? Is there a problem with the market and sales?" Chen Yuanxin told Sheng Yongjun that now the enterprises are not doing the market, but only to undertake some Brand Company outside, and so on.

Now, enterprises will continue to follow this path and open other sales channels through the Canton Fair.

After a basic understanding of the situation, Sheng Yongjun said that the development of enterprises is still important to take the brand strategy.

Brand is a kind of capital, it is also an intangible asset. It can be said that the brand is a community of tangible value and intangible value. So the next step is to make some articles on improving product strength, image and operation.

Local sweater dances with international brands

Attract

Jiaxing FA Dino dress and adornment limited company was founded in 2006.

Although the enterprise is not established for a long time, Chen Yuanxin, the boss, has been fighting for 20 years in the sweater industry.

Before coming to Pu Yuan, Chen Yuanxin had his own in Guangdong.

Through a field trip, Chen Yuanxin has a deeper understanding of Pu's sweater industry.

"Making sweaters, matching is the key.

The industry is mature and well matched. It has a relatively perfect industrial chain from raw material, knitting machinery, technology development, post road arrangement, logistics and distribution.

Moreover, employment is also convenient, which is beneficial to the development environment of enterprises. "

Optimistic about the development environment of Pu Yuan, Chen Yuanxin chose to invest in Pu Yuan.

For a small company with a small investment scale, such as "law Dino", the support level of the government level is not small.

When the enterprise was just established, because its factory building had not yet been built, the investment office of the town actively helped to contact and hire the old factory buildings which were idle by Tongxing company to help enterprises to put into production in time.

For export

For a long time, Pu Yuan is famous throughout the country for its sweater. Its sweater sales account for more than 70% of the gross national product.

However, for a long time, domestic market oriented market positioning makes foreign trade sales become short legs of Pu Yuan sweater, and sweater export enterprises are few in the locals.

When we first set foot on the hot soil of Pu Yuan, how to open up the market and how to plan for development become a difficult problem that puzzles "law Dino".

Through in-depth investigation, Chen Yuanxin realized that, as a newly established sweater enterprise, if we want to achieve growth and development, we should make full use of the regional advantages, labor strength and industrial supporting advantages of Pu Yuan, and try our best to avoid the unfavorable factors such as the domestic sales of Pu's sweater, the obvious seasonal competition of products and the fierce competition.

After analyzing, the company established its entry into the European and American markets.

After setting up the development goals, the company is bold in implementing the strategy of "going global".

Attracting foreign businessmen through their own high-quality products, and actively cooperate with well-known brands abroad.

In the course of several years of development, the company has survived the difficulties of RMB exchange rate fluctuation and financial crisis.

Over the past few years, the number of foreign trade orders has increased year by year, and the scale of enterprises has grown year by year. From the original rental plant to the enterprise now, it has an area of 17 Mu and a building area of about 10 thousand square meters. The staff has also developed from 30 at the beginning to 150 now.

In 2011, more than 40 foreign trade garments were produced and sales revenue was about 40000000 yuan.

Today, more than 90% of the products exported from France are exported to Europe and the United States.

With excellent products and good reputation, we have established good trade relations with merchants such as Italy, the United States and France.

"Fa Dino" this positive "going out" distribution strategy has also been affirmed by the government.

Pu Guan sweater Market Management Committee responsible person thinks: "Pu Yuan sweater going out is an eternal topic, we must make more articles on export export."

Now, the sweater industry of Pu Yuan is in a critical period of upgrading and pformation. On the basis of grasping domestic sales, we must actively march into the international market and try to walk on two legs. Once it was changed, it was only a single image of the "wool sweater leader in the whole country".

Favor

Entering the sample room of FA Dino company, the reporters found that there are hundreds of sample garments on display here. There are woolen, cotton woven, simple and elegant styles on fabric, but they are casual and fashionable.

Chen Yuanxin told reporters that these are the most popular men's clothing in the world, and if domestic enterprises want to follow suit, they will have to wait for at least one or two years.

How can enterprises make their products lead the international trend?

Because it is cooperating with some famous international brands, in terms of fabric and style, it is naturally higher than that of domestic brands.

Reporters learned that, in order to enable enterprises to keep up with the international trend of products, "Fa Dino" every year for new product research and development funds are in the 23 million yuan.

Chen Yuanxin told reporters that wool knitting clothing is also a fashion industry and creative industry. To win the favor of international famous brands, we should not only spell the quality, but also fight the style, fashion and technology.

Because of this, Chen Yuanxin usually grasped the most is the design research and development.

At FA Dino company, you often see foreigners with high nose and blue eyes. They are experts hired by high salary companies.

In order to improve and improve the products that we design and develop.

When the company launches new products in four seasons each year, it will invite famous fashion designers from Italy to come over to update and instruct the products, so that the products can cater to the needs of the international market.

Every season, one hundred or two hundred samples are to be sent to overseas to hold an order meeting.

In the face of rising labor costs, the company also actively implemented technical pformation, replacing manual labor with advanced equipment.

In the company's computer horizontal machine workshop, the reporter saw that in the huge workshop, a computer horizontal machine is working in an orderly way, but only a few people.

On the other side, Chen Yuanxin saw the reporter's doubts.

He smiled and told reporters that when using a manual flat knitting machine before, a worker managed 1 machines and now changed them into a computerized flat knitting machine. A worker can manage 5 machines and use less labour, and labor productivity has been greatly improved.

Computerized flat knitting machine not only guarantees the quality of products, but also some complex processes which dare not to take orders before manual operation.

Because he is a foreign trade company, Chen Yuanxin goes abroad every year.

Some advanced equipment adopted by foreign counterparts has also brought inspiration to him.

This year, he is also preparing to introduce two advanced production line equipment from abroad.

seek

However, when it comes to this year's foreign trade situation, Chen Yuanxin can not help locking his brows.

In the world economic situation is grim and complex, and the European debt crisis is deteriorating in an international environment, operators are lamenting the difficult business of foreign trade.

For the "law Dino", which is the main market in Europe and the United States, the impact is even more significant.

In Chen Yuanxin's view, market competition will become more intense in 2012.

"The market economy in Europe and the United States is depressed, the euro exchange rate is unstable and labor costs are rising, which are all factors restricting the development of enterprises."

How to change difficulties into opportunities, Chen Yuanxin believes that we must continue to innovate business models and management concepts to achieve new development.

"The key is to focus on market and R & D two blocks.

On the market expansion, on the one hand, we should try our best to stabilize our old customers, and actively develop new customers, and strive to open up new markets outside the European and American markets.

In design and research, we should strengthen the training of R & D team.

At the same time, please send in excellent designers to study in Europe, update design concepts and keep up with fashion trends.

At present, Chen Yuanxin is still considering "walking on two legs".

While expanding exports, we should expand the domestic market.

It is understood that the French company applied for the registration of the brand "Paul de Di" in 2009.

How to make the brand run and take the high-end market? Chen Yuanxin thinks about cultivating the team first and striving to cooperate with some domestic brands.

Chen Yuanxin told reporters that Pu Yuan sweater industry has become increasingly mature. The annual international wool knitted apparel Expo has started the brand of Pu's sweater, and the technological innovation service platform of the Zhejiang sweater industry established by the Pu Yuan town and the 320 creative square, which has been established soon, has made the sweater sweater industry of the Pu Yuan more powerful.

A number of garment design, software development, brand planning, cultural media, business management consulting, intellectual property services, technology innovation and other enterprises have been settled.

"We have great confidence in developing here."