OEM Shoes And Clothing Enterprises To Develop Contacts To Achieve Order Blowout

In the face of the general downturn in foreign trade business and the declining international orders, the traditional OEM enterprises have also begun to participate in the new supply chain of e-commerce.

For OEM enterprises, there are two directions in their pformation: one is to follow the development of Internet brands, to take orders from some big suppliers; the two is to create private brands and use e-commerce to achieve domestic sales.

Whether it is the former or the latter, the incremental business generated by the OEM enterprises is very impressive.

Orders from Internet brands

Shanghai Shang Hong shoe industry was originally a branch of back shoe.

In 2000, the Huili General Factory went bankrupt.

The upper shoe industry had to restructure.

After the restructuring, the Shang Hong shoe industry caught up with the good year of foreign trade orders, and began to take some foreign trade orders.

At that time, the Shang Hong shoe industry and Shanghai's other more than 40 enterprises producing vulcanized shoes and rubber shoes were relatively good.

But after a long time, after 2008, the financial crisis, the appreciation of the renminbi, the rising cost of labor and other factors led to the collapse of these shoe companies in Shanghai.

"At present, there are only 5 enterprises in Shanghai producing vulcanized shoes like ours, with relatively good quality products."

Shang Hong shoe industry chairman Hu Qilong said.

Transformation from foreign trade

Brand strategy of domestic pformation

In addition to the pformation of foundry, OEM enterprises also have a way to pform into brands.

For many generations of factories, making their own brand has always been a dream that can never be seen without a trace.

They usually face two difficult problems: marketing and channels.

The difficulty of marketing lies in the fact that the factory has no contact with domestic users and does not understand users, so marketing does not know where to start.

The path of e-business seems to solve these two problems.

On the one hand, the Internet can make users and products infinitely close. On the other hand, after many years of development, there are already mature platform channels such as Taobao, Jingdong, Dangdang and so on.

As a result, some foreign trade enterprises began to create their own brands online.

This is an example of the 2007, which mainly made OEM for foreign first-line brands. Since 2007, as foreign manufacturers began to cancel or reduce orders, Wu Shihui, chairman of the board, began to consider pformation.

He first opened a store under the line, intended to take the traditional channel to make the brand, but it turned out to be a failure.

Later, it began to explore the independent website, but the result was not very optimistic.

Later, Wu Shihui decided to use the existing platform, first to open the shop on Taobao, to make himself a "brand", and to use Taobao to promote the brand opportunities, to get a lot of support from the Taobao platform.

After that, Wu Shihui began to enter the major platforms for full network marketing.

According to Wu Shihui, compared with the gross profit margin of foreign trade, 10%~20% has earned more than 30% gross profit margin after being pformed into an e-commerce brand.

Coincidentally, Kell clothing is also a case of successful pformation.

10 years ago, when the seven wolves began to make their own brands, Wu Zhichao, general manager of Kell's clothing, missed the opportunity.

Since 2008, when the foreign trade subcontracting industry is going downhill, it will be very difficult to pform the brand with the traditional brand path.

In the second half of 2010, after 2 months of preparation, Kell's clothing brand of online brand was officially launched.

Because the strength of Kell's clothing was autumn and winter clothing, the shop chose to go online in autumn.

At the same time, Wu Zhichao also adopted a strategy of borrowing power -- recruiting Internet agents.

Because most of the sellers on Taobao do not have their own factories, their usual practice is to look for goods everywhere and then grow bigger.

So Wu Zhichao went to these big sellers to talk about agent distribution.

Wu Zhichao said that this way of borrowing is very effective, and in 3 months, the men achieved about 10000000 yuan in sales.

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