Brand Building: A Leap From Manufacturing To Creation

A brand is a name, noun, mark, symbol or design, or a combination of them, whose purpose is to identify the product or service of a seller or a group of sellers, and distinguish them from the products and services of competitors. "

"In fact, foreign brands have long recognized the technology of Chinese factories."

Guangdong Sheng Hong

Mr. Cheng said that the Armani produced by their factories was finished, and sometimes the order would be given to the cooperative enterprises below.

The key to the problem is that technology alone can't succeed in brand development.

"Making a brand is not easy."

A clothing boss who was still working on the foundry sighed to reporters.

He tried to create his own brand, but because of lack of experience, the capital was consumed completely, the brand did not improve, and finally he had to give up.

The word "brand" derives from the ancient Norwegian language, meaning "branding" to differentiate products from different producers (including labor services).

A brand is a name, noun, mark, symbol or design, or a combination of them, whose purpose is to identify the product or service of a seller or a group of sellers, and distinguish them from the products and services of competitors. "

The characteristic value of the brand is increasingly becoming a dominant force in the market. It controls consumers and controls the market with a visible and invisible force.

It is gratifying to note that, in addition to doing foundry, some OEM enterprises in China have gradually extended to the upstream design and brand operation.

Large scale processing plants have been pforming into R & D, such as Hsing international, Luen Tai, and Yida, which already have their own brands.

It is reported that there are more than three thousand R & D personnel in Xing international, and the annual R & D expenditure is close to one billion yuan.

As long as customers put forward a concept, the international design team can design at least five styles in a short time, and over one hundred thousand styles can be designed in one year.

Xingxiong factory outside the sign indicates that Xing Hsiung is also developing its own brand, called Stella Luna, which is now listed in the provincial capitals of China and has 102 chain stores.

At the same time, the ability to control manufacturing links is also the key to brand building.

Prada's stake in the foundry enterprise is considered to be a stronger control over production.

The first part of the stock company is to control the production process and ensure product quality.

For OBM, which mainly attacks the domestic market, such as YOUNGOR, Shan Shan,

Semir and others should take an active part in the global value chain, purchase raw materials, configure production networks and build marketing channels worldwide, and create their own brands in the international market to achieve brand internationalization.

Brand internationalization is a systematic project, which is inseparable from the construction of international marketing channels. No international brand can not build an international marketing channel.

Garment export processing enterprises in Jintan and Nantong of Jiangsu are changing from single type to high-grade, high price and high added value.

Before that, the proportion of mainland goods was too large, large volume, low price and low profit accounted for about 80% of the total volume.

In the Kunshan factory of CHENFENG group, the orders with gross margin less than 30% were not answered; some enterprises even gave up orders for famous brand products such as Anta and XTEP, and all the processing capacity was used to meet the production of Japanese orders with higher profits.

At the same time, CHENFENG also vigorously strengthened the design capability and set up a R & D center. At present, there are 13 designers and 17 editions of teachers. The business mode is gradually changing from OEM to ODM.

Nantong East Di Textile Co., Ltd. also paid high salaries to hire European designers, strengthen product development, and constantly launch new brands.

At the same time, we have done a lot of work in stabilizing customers and selecting customers.

"This year is really bitter."

Xu Donghong, chief executive of Zhejiang Lanhang Garments Co., Ltd., said that the new Deliffe brand in 2011 was its pformation.

However, when the processing factory pretended that the labor cost was high and the price was raised, Xu Donghong had no choice but to pay more than half of the money.

"I went to court later, but the factory was disbanded."

"At the same time, many agents disappeared directly after receiving the goods," she said.

Nevertheless, many enterprises have joined the domestic market.

Nantong Xianfeng town Shuang Sheng Clothing Co., Ltd., after market research, shifted the export processing mode to the outdoor products with higher added value, and set up the five degree space technology development Co., Ltd., which is facing the domestic market.

At present, the outdoor brand of the company's outdoor brand has entered the market in 5 dimensions, and has been directly engaged in 18 cities nationwide.

At present, tengxu dress master Xu Yunxu is not building factories and recruiting industrial workers, but running for the promotion of Wenzhou clothing development building platform.

Tengxu's clothing has been basically outsourced to foreign manufacturers. The independent brand TRACE is also looking for domestic foundry.

Like Xu Yunxu, a clothing company in Nanjing, Jiangsu, is cutting down its own workshop. This is a factory that started in the early 90s of last century and began to sell domestically.

Mr. Wang, the boss, said: "our next priority is to expand our stores, Direct stores and franchisees to double this year."

Xinyi, South China Sea

In 2005, the domestic marketing plan was launched.

From 2005 to 2010, the proportion of the domestic sales of the company increased from 5% to 10%, 15%, 20%, 40% and 55%.

Similarly, the doctoral frog listed on the main board of Hongkong stock exchange has undergone a pformation process.

The original doctor frog was also made and processed.

But the chairman of the board of directors, Zhong Zheng Yong, feels the pressure is increasing. In 1996, he began to explore the sales channel.

The turning point appeared in 2005.

At that time, fourth parts of Harry Porter were released simultaneously.

Through the negotiation, Dr. frog got Harry Porter's brand authorization, and designed the children's clothing style and sold it at the terminal.

Immediately after that, the doctor frogs 7 authorized brands such as tennis prince, NBA, Manchester United and Juventus.

Then in 2008, Zhong Zheng registered the brand "Baby2" in Japan, commissioned the Japanese OEM processing, and focused on building brands and channels.

An excellent brand of children's clothing has been made.

As for other enterprises, Shun Mei is the first to encounter the problem of product design in expanding domestic trade.

"We used to make suits only, not focus on R & D design. Now, besides the western style clothes, tie and men's clothing, try to enrich the products so that customers can feel that we are not just suits, but men's clothing and lifestyle."

Shun Mei boss Xue Baojin said.

Before the pformation, there were only 35 designers in the United States of America. After enlarging the domestic trade, the United States introduced designers from Italy, and now there are 15 designers.

In 2011, Xue Baojin, general manager of Shun Mei, announced: "Shun Mei has completely completed the pformation from production and operation to brand management, and gradually expanded the domestic market."

With successful channels and brands, processing is no problem.

"I think that if we develop the product well and expand the network, we are not afraid of nowhere to process."

Long Dafei, chairman of the board of directors Lu Xianglong, said he now focuses on product development and network construction.

In 1997, under the impact of the Asian financial tsunami, Dayang group also gradually developed from OEM mode to ODM, that is, the original designer, and design and produce products according to the specifications and requirements of other manufacturers.

Then, on this basis, Dayang began to create its own brand "creation".

When the financial crisis arrived, Dayang had a more solid foundation.

Dayang set up production line for this purpose, and began to build single volume single cutting company.

At the same time, Dayang launched the direct selling brand YOUSOKU (coolg tribe).

At the same time, designer brand can also join hands with OEM enterprises.

Many Chinese designer brands have tried.

Mao Jihong, chairman of state clothing, said: "some OEM enterprises in China usually have too high a threshold in terms of quantity. Like our exception brands, they are small quantities, and they can't find a domestic manufacturer.

They are used to making foreign orders.

There is no way. We can only go to Italy to find someone to do it. "

Miao Hongbing, chairman of white-collar, confirmed this point: "now many Italy enterprises are processing China, mainly for ODM, and the level of domestic processing enterprises is somewhat worse."

Domestic OEM enterprises should change their way of thinking.

They were used to making large orders and making long lists. "To survive and develop, we should start small bills and make short lists.

"

In this regard, Du Yuzhou pointed out that "China's clothing industry is the most lack of design innovation.

In addition, we should also study the supply chain system, logistics design and business mode.

In recent years, some brands are constantly opening up shop.

Opening stores can expand sales, but at the same time, it will also create huge inventories.

Not the more shops, the better.

"Control" is the key to scale expansion.

As long as we are at the low end of the multinational supply chain, we will never get the top brands.