Brand Strategy Leads Sen Chong Fashion Pfer

Since the beginning of this year, the traditional pillar industries in our city have been affected by the severe macroeconomic situation.

The clothing industry is in the doldrums, and the growth is weak. Under this background, Zhejiang Sen Chuang Fashion Co., Ltd., a leading garment enterprise in the Xiang Jia Dang area, has achieved good results in the adverse market trend and achieved excellent results in its own brand domestic sales performance, which has attracted the attention of the industry.

Data show that demand for garment industry is insufficient this year, and exports are dropping sharply.

In May, the output value of garment industry decreased by 9.8% compared to the same period last year, which has accelerated downward trend compared with the first 4 months.

In the first quarter of this year, the total volume of textiles and clothing imported from Europe and the United States dropped by 6.55% from the same period in the world. The delivery value of textile and clothing exports in our city decreased by 5.93% from 1 to May (the increase was 17.2% over the same period last year) from three to 5.93%.

As the growth of international demand is weak for a long time, the clothing enterprises in our city are generally short of orders, and the price of products is much more difficult to upgrade.

At the same time, the market competition intensified, the loss of enterprise orders was serious, and the efficiency declined significantly.

In the first 4 months, the export of clothing and accessories in our city decreased by 5.1% compared with the same period last year. The losses of the 1476 industrial and garment enterprises were 35%, which was 2.3 percentage points higher than that of the regulated industry, and the loss was 480 million yuan, accounting for 25% of the regulated industry.

Correspondingly,

The domestic sales workshop is busy and bustling.

The reporter understands that in the first half of this year, Sen Chuang fashion continues to walk on two legs: on the one hand, the output value of OEM is still stable; on the other hand, the domestic brand SEC of domestic brand has reached 100 million yuan, and sales in the first half of last year reached the level of last year. The total domestic sales volume this year is expected to exceed 200 million yuan, so as to realize "doubling".

Obviously,

The domestic market has become the most potential new growth point of Sen Chong.

From the previous "foundry leader" to the cultivation of its own brand in 2007, Sen has created a good track in just a few years, and has developed a road map for leading apparel enterprises to lead the pformation and upgrading with brand strategy.

"2007 is a crucial year. It can be seen as a watershed for our company's strategic pformation."

In June 29th, Sen Chong fashion official told reporters.

Before 2007, Sam Chong was still a leading OEM for OEM processing of many international first-line clothing brands.

Founded in 1992, Sen Chong has been improving its technology and equipment for more than ten years, improving its staff skills and gradually becoming a long-term supplier of many European and American brands with reliable quality and excellent reputation.

By 2007, the export volume of Sen Chong has reached 410 million yuan, and it has been turned over to 19 million 430 thousand yuan in the state tax and become a large taxpayer.

Moreover, in the past few years, Sen has expanded its scale, and has established several garment production bases in Zhejiang sea salt and Jiangsu Nantong.

But in 2007, like most of the garment manufacturers in our city, Sen began to feel the chill from the financial crisis.

On the one hand, the US orders have shrunk and the quotations have been getting lower and lower. On the other hand, the production costs of enterprises have been rising, but they are lack of bargaining power because they are at the low end of the value chain.

As a result, the profit margins of garment manufacturers are getting smaller and smaller.

We must change the passive situation of "dressing for others", and create a brand to the high-end value chain. In 2007, Sen Chuang fashion completed an important strategic shift: from OEM to private brand; from focus on quality and credit to focus on R & D, marketing and brand promotion.

From the production link to design research and development, marketing and promotion, such a strategic turn must be supported by strong human and financial resources.

Since 2007, Sen has implemented a series of

In the past, the design power was relatively weak, and now we are building our own first-class design and research team. For example, we invite famous fashion designer Qi Gang to serve as brand design director, develop and train dozens of designers, and cooperate extensively with the traditional fashion powers such as Italy, France, Japan and so on, and set up our own surface accessories R & D center and testing center.

In November 19, 2007, during the China International Fashion Week in Beijing, Sam Chong held a senior fashion and fashion show Conference on the theme of "Mi Xiang".

With this as the starting point, Sen Chong will hold two fashion shows in Beijing and Shanghai fashion week every year, which will bring SEC into the forefront of high fashion brand camps.

In terms of marketing, Sam Chuang has locked the high-end line. In 2008, it opened the first 5 brand counters in the first-class shopping malls of the first tier cities in the country.

Up to now, Sen Chuang counters have increased to nearly 50.

This year, Sen Chuang plans to expand its brand counters to 55.

Now, in Shanghai's Jiu Guang Department store and Hangzhou Tower, you can see the SEC senior women's wear counter, which has a great sense of design and sells well.

In 2008, Sen Chuang's foreign trade sales amounted to 400 million yuan, and its own brand sales still had only 10 million yuan. By 2011, the foreign trade sales of Sen Chong still remained stable at 400 million yuan, while the sales of domestic brands exceeded 100 million yuan, achieving a 10 fold increase.

In the next 5 years of development planning, Sen Chong sales should strive to reach 1 billion 500 million yuan, and domestic sales of independent brands will take up half of the total.

According to the relevant person in charge of the company, in the development blueprint made by Sen Chong, by 2020, enterprises should strive to achieve sales revenue of 3 billion yuan, 300 million yuan in profits and taxes, and build the company into a modern and international fashion ladies group.

From the development of the OEM SMEs to the leading enterprises in the clothing industry with their own brand names, sun Chong has demonstrated a brilliant trend.

New road.