"Borrow Ladder To Ascend", Spinning Into The International High-End Market.

Affected by the European debt crisis, domestic

The export volume of enterprises has shrunk dramatically, and the pressure of continuous RMB appreciation and rising labor costs has made clothing enterprises even worse.

Under such a grim situation, Wuxi Textile Co., Ltd., an unknown enterprise in the town of Zhu Tong, is "desperate" and boldly bought a clothing company with a history of more than 20 years. Through this company, the company has gained a sales channel to enter the US market.

With its original mature brand and professional design and sales personnel, jiafo textile has repositioned its brand in advanced fashion women's clothing, and its development quality and market competitiveness have also been greatly improved.

It is estimated that only the US company expects to achieve sales of $40 million this year, far exceeding the total sales of the company last year.

In the United States, chain stores of large garment enterprises will set up a directory of suppliers. Only those brands that have been tested for a long time and trusted by consumers are eligible to enter the catalogue, so this has become the biggest obstacle for many new brands to enter the US market.

Last year, Zhao Tuo, general manager of Wuxi Jiaxin textile and Garments Co., Ltd., came into contact with an American clothing company named LOST. This is a company founded for more than 20 years, positioning sports and leisure men's clothing. Because of the market positioning problem, the company has been losing money for many years.

Zhao Tuo, who always wanted to create an independent clothing brand, realized that this is an excellent opportunity to enter the US market.

After some negotiations, the two sides agreed to pay $10 million for Wuxi Jiaxing and buy LOST in the form of holding.

In fact, before entering the high-end market in the United States, Zhao Tuo and most Zhu Tong clothing enterprises, like orders, were processed by incoming materials. After passing through layers of links such as foreign trade companies and foreign wholesalers, they only got meager profits.

After that, Zhao Tuo also tried to make his own costume design. However, despite the popularity of famous designers in Hongkong and the United States, their designs were far from the tastes of consumers, and they could only fail.

Therefore, now in the US clothing company, Zhao Tuo asked the design department to listen to the sales department's opinions and design the clothing according to the consumers' needs while designing the fashion styles.

Before taking over the new company, Zhao Tuo studied the US market and found that despite the impact of the European debt crisis, the quality of consumption of the high-income group has not declined.

It's still very popular.

So after the success of the acquisition, the first thing Zhao Tuo did was to replace the two original designers of the company and relocate its brand to the advanced fashion dress.

At present, the repositioning of LOST women's clothing has entered the WETSEAL BROOMING DLE and other advanced clothing chain stores, including the top three TILLY S in the United States, and the appearance of LOST's clothing has also appeared.

"At present, we make a slightly more complicated dress, the average selling price is basically over 100 dollars, and the leather women's clothing will sell for about 600 dollars, and the added value of the product is much higher than that of traditional clothes."

Zhao Tuo said.

Whether in the 2008 financial crisis or under the current European debt crisis, the textile and garment enterprises with high dependence on foreign trade and downstream of the industrial chain are the most seriously affected.

Textile and garment enterprises are the traditional pillar industries in Jiangyin. How can these enterprises get out of the embarrassing situation of "looking at the complexion of others"? The practice of Jiaxing textile is undoubtedly a good attempt, relying on foreign brands to "borrow ladder to climb high", while constantly strengthening the strength of design and sales links, and by building up the quality of all links to create high added value.

In order to get rid of the development dilemma and achieve sustainable development.