Wenzhou Ruian Clothing Enterprises Have Pformed To Create A Brand Upsurge.

Reminiscence in Shao Jianguo's clothing Museum

It has been said that after a number of famous brands that grew up in the mid 90s of the 90s, such as Semir, news birds, Zhuang Ji, France and Jordan,

The voice in the national garment industry is getting smaller and smaller.

According to the insiders, Wenzhou needs the rise of new generation clothing enterprises.

Thanks to the rapid growth of Semir's clothing brands, such as Semir and news birds, a large number of garment companies that originally made OEM production and export have been looking for a way to break through.

Ruian garment enterprises to strengthen the pformation of trade and circulation brand building, Cangnan clothing to be unique in the field of electricity supplier, Yueqing clothing through international channels, overseas direct construction platform......

Several major areas of garment industry seek pformation and upgrading in different ways, or they will become new highlights and new models of Wenzhou clothing.

"This is the cheongsam that was popular in the Republic of China. This is the bell bottomed trousers of the 80s of last century. This is the very red Montagut in 90s."

From the original loom to the first sewing machine, the story of fashion culture changes has been gradually launched.

This is the more than 500 square meter clothing museum built by Shao Jianguo, a Ruian boss, who invested about 3000000 yuan last year.

Shao Jianguo said, this is pave the way for the operation of the new brand.

Shao Jianguo used to mainly do wholesale clothing for "Mori boy", and more than 10 years of hard work made him at home.

The community is famous.

However, he was not satisfied with it.

In 2010, he began to pform the fashion men's brand "Vegas".

Like Shao Jianguo, Ruian used to make OEM, export and wholesale.

Most of them are pforming brands.

"China's men's wear city" is quietly staged a new round of pformation brand creation.

China Daily reporter Zhu Qingrong

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More than 10 enterprises pform into brands

"In the past two years, there are at least more than 10 enterprises in Ruian pforming their brands."

Gao Quanjun, chairman of the Ruian clothing trade association and chairman of Zhejiang Costa Fashion Co., Ltd., revealed that, especially since this year, a number of garment enterprises in Ruian, which had made OEM processing, export and wholesale, have been pforming their brands.

In January 2004, Ruian was appraised as "China's menswear famous city" by China Textile Industry Association. Ruian menswear processing was famous all over the country.

In recent years, influenced by the rapid growth of clothing brands such as Semir and news birds, these garment enterprises have begun to regain brand names.

According to the statistics of Ruian clothing chamber of Commerce, there were more than 300 garment enterprises in Ruian in 2011, with an annual output value of 6 billion yuan.

Most of the more than 30 new member enterprises this year are mostly circulation service enterprises.

About half of the more than 40 governing bodies of the chamber of Commerce have increased the intensity of design and marketing.

At the beginning of this year, Zhejiang Jida Textile Co., Ltd. formally set up a new department brand operation team to adjust the development idea of the enterprise from the past OEM production and wholesale to the self operated terminal brand.

Chen Cundong, chairman of the board, hopes that he is not only a recognized OEM company, but also a consumer brand in Wenzhou.

In the second half of the year, he will try to open a store in Wenzhou.

He believes that making a brand is the next major business.

In Ruian, the executives of a group of clothing enterprises such as Gao Shi Jie, Vegas, Li Ju, Wei Hao Hao, nagging and so on have the same idea as Chen Cun Dong. They will make their own brands the most important cause.

Wholesale red man, lonely make brand

Gao Shi Jie is one of the garment enterprises that made a brand pformation earlier in Ruian. It is also a brand of women's clothing that has gone through many tortuous roads on the road of brand and slowly precipitated.

Before 2003, chairman Gao Quanjun was doing wholesale business for men in Changshu.

In the wholesale world, he is a celebrity. At peak hours, he can sell about 600000 sets of clothing a year, and a set of clothing profits at around 10 yuan.

However, it was such an easy business that it was cut off by Gao Quan in 2003.

When he left behind, he chose to make a brand by himself.

"At that time, I knew only that the brand was hard to do, but I didn't know how to make the brand."

Gao Chuen paid a lot of tuition fees on the way to create a brand.

It was not until 2006 that brand management began to grow on track and began to grow steadily in 2008.

Today, he has more than 100 stores in the country, 80% of which enter shopping malls, and many stores even sell to the top three in the mall.

The same celebrity is Shao Jianguo.

In the 90s of last century, he drew a skeleton head in front of his T-shirt, and was criticized by his mother as "my son is doing three or four clothes."

But it is such an alternative that makes the wholesale business of his "moron boy" more and more prosperous. In the past more than 10 years, he has always been in the forefront of alternative trends.

However, in 2010, he ignored the objection of his relatives and chose the pformation to get the general agent of the fashion men's brand "Vegas".

He said that not only to make the brand, but also to make a cultural brand.

Shao Jianguo rushed to the brand and soon got the reward.

Less than two years after entering the market, Vegas has opened more than 100 stores in Zhejiang, Anhui, Jiangsu, Hunan and Sichuan.

The clothing museum will also open to the public in October this year.

Shao Jianguo believes that to be a brand, we must be persistent and be able to live up to that loneliness.

Difficult to do foreign trade

Another way to brand management

With the changing international environment, the export business is becoming more and more difficult. Many foreign trade enterprises in Ruian turn to the domestic market and have their own characteristics based on the market.

At the beginning of this year, the women's clothing brand "rolling stones" operated by Wenzhou wellwear Clothing Co., Ltd. opened a store in the first bridge of the city.

Since last August, the clothing brand "IGO", which was run by Wenzhou strong Ju Clothing Co., Ltd., has opened 8 clothing integration stores in the hypermarkets of Hangzhou, Nanjing and Shanghai.

All along, this integration store, including shoes, clothing and accessories, is very demanding for the company's operation team.

In addition to product mix, its demand for capital strength is also very high.

But this has opened a new path for brand management.

It is reported that the Weier and the fierce Collies are the leading enterprises in Ruian's foreign trade garments.

Despite the recent turmoil in international trade, they still feel that the foreign trade market is becoming more and more difficult and the pformation is inevitable.

Cross over as soon as possible

Threshold of "profit balance point"

"Ruian clothing enterprises have a good foundation for making brands."

Zheng Chenai, President of the Wenzhou clothing trade association, said that as a "Chinese menswear famous city", Ruian has a good manufacturing base and has independent research and development capabilities.

Moreover, these new brands are clearly positioned, bosses are united and are good at learning.

With these advantages, Ruian clothing or in the near future will become a new force in Wenzhou's clothing brand.

But the premise is that after laying the foundation, they need to scale up the brand scale as soon as possible.

Insiders say that whether a new clothing brand can break through the 40 terminal and sales volume of 80 million yuan in two or three years is the critical point (or profit balance point) of the new brand in the market.

Zheng Chenai said that this critical point may be different for every enterprise, but whether the scale can be done as soon as possible and the "profit balance point" as early as possible will really be the key to the success of Ruian's clothing brands.