The Reasons For The Olympic Games Costumes Made In China

Olympic test "made in China"

The four year Olympic Games is also a competition of manufacturing industry all over the world.

As people expected, "made in China" won again in London.

More than 60% of the official souvenirs of London Olympic Games are from China.

If from the broad Olympic product providers, China has won the competition.

But unlike 4 years ago, China's economy is facing complex challenges.

The reporter's investigation of Olympic Order enterprises shows that pformation and upgrading is the only way for the development of China's private enterprises.

At the same time, we need to create a relaxed environment in order to encourage private enterprises to complete the "Longmen leap".

Otherwise, even if the Olympic Order winner does not necessarily achieve real sustainable development.

In fact, the private entrepreneurs of traditional manufacturing industry even face many challenges even if they want to enter other industries.

If no US congressman threatened to burn the Chinese Olympic uniform, the Dayang group would still not enter the public view.

Although it is already a listed company with a market value of 1 billion 900 million yuan.

There are more than 10 factories in the city of Yang Shu Fang in Pulandian, dozens of kilometers away from downtown Dalian.

The buildings, which are called "El Te", "Nile Te", "Boulter" and "Ge Te", are all scattered around the town government. They all belong to this family founded in 1979.

Enterprise.

It is here that the Olympic costume has been made for the two time by Ralph Lauren, the official uniform sponsor of the US Olympic delegation.

The last time was 2008.

Accidentally being "politicized", Dayang group has a little "lying in the gun" flavor.

In response, Li Guilian, the 66 year old chairman of the founder and board of Dayang group, was a little angry. "This is a show. Do they dare to say that we want to burn our clothes because the quality is not good?"

In her workshop, a piece of cloth was stitched up and stitched up, and became an expensive suit for luxury stores in the world and high-end department stores in Europe and the United States.

"Burning" storm

"Actually, the Olympic order is not our intention to win, because Dayang group has many years of cooperation with the Ralph Lauren brand, and it is very recognized for our quality. So we handed the US Olympic uniform in 2008 to us.

They were very satisfied at that time, and this year they will naturally give it to us. "

Li Guilian told reporters, "although some Americans are prejudiced against Chinese made products, and even some politicians who have ulterior motives have taken the opportunity to stir up their efforts, the market feedback over the years tells us that most European and American consumers agree with Dang Yang's clothes."

Li Guilian, who has made 33 years of suits, looks confident.

The official uniform of the red, white, blue and three color London Olympic Games was unveiled in July 10th. It was found to be made in China. Reed, a minority leader of the house of Representatives, called it "shameful" and threatened to burn all of these Olympic uniforms and make them in the United States.

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After the pressure from domestic public opinion, the US side had intended to take the version of the map made by the group of Yang Yang for the US delegation.

"The designer only gives the effect picture of the garment, and finally the finished product must be processed by many methods, such as plate making, material selection, processing and so on."

Li Guilian said that in particular, "plate making" can best reflect the creativity and technical ability of a garment enterprise. "And we also have intellectual property rights on the print version of clothing."

In fact, Dayang group has produced more than 2000 people's version for the members of the US delegation, including the Paralympic delegation.

Although it is very meaningful to get Olympic orders, it is only a small order of Dayang group.

In Li Guilian's words, in the export figures of 5 million suits a year, the 2000 set is only a small number, "it has little impact on us".

The United States finally did not remanufacture the official uniform of the Olympic delegation.

In such a short period of time, it is almost impossible for other enterprises to make a more than 2000 person version and tailor tailor.

In addition to making the version, each suit has to be completed in the end, which needs more than 100 procedures.

If you want to make a comfortable and elegant suit, you can't do it without mature technology and skilled workers.

"There is a threshold for making suits. It took 33 years for Da Yang to set up this threshold."

Li Guilian said.

This is also the age of "made in China".

Out of town

In 1979, many people still did not understand the significance of reform and opening up. Li Guilian, who was a branch secretary of the production brigade in Yang Shu Fang town for 8 years, has already started the idea of starting a business.

When they started their business, 12 village sisters collected 30 thousand yuan and 65 sewing machines, and then recruited 85 workers to set up the clothing factory of Yang Shu Fang.

"Now people always like to talk about the first pot of gold. I never thought about that. I thought at the time that the days of Chinese peasants were too bitter to be so bitter."

Here, the painful memories made Li Guilian somewhat silent.

Her example is: at that time, his father worked hard in the fields in the frigid weather, and a layer of trousers was wrapped around the grass rope to keep warm.

And the whole village gets up at three in the middle of the night to go to the only hole to line up for water, often fighting for water.

Like China's first generation of township entrepreneurs, Li Guilian's original idea was that he was no longer poor.

Unlike other people, she discovered the geographical advantages of Dalian port, the textile processing orders specially exported, and became the earliest foreign trade processing enterprise in the country.

In 1984, Li Guilian saw a Japanese made suit in a casual chance.

She recalled that she was shocked.

"Why is there such exquisite workmanship? Compared with it, the other clothes are so coarse!" so she led the most skilled worker in the factory to the best clothing factory in Japan to learn how to make western style clothes.

9 months later, the Japanese factory owner told Li Guilian that I didn't expect your Chinese people to be so hard-working and able to do so well. Maybe we will go bankrupt in the future.

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A few years later, the Japanese factory really went bankrupt.

Whether or not it is caused by Dayang group is unknown, but now the products sold by Da Yang Group to Japan account for nearly 50% of its total export volume.

In the demanding Japanese market, one of every 5 suits is made by Dayang group.

Li Guilian missed the time very much. She kept a western suit from that factory at that time, and now she has been able to figure it out from time to time. "At that time, I thought it was exquisite and wonderful.

Now, we have passed them. "

Now, Dayang group is one of the best Western-style clothing processing enterprises in the global garment industry.

Li Guilian concluded that success has always been in the western style clothes market. "Since the 80s of last century, we have been specializing in men's suits. We haven't been involved in casual clothes. Women's wear has only started in recent years, and the proportion is very small.

As the saying goes, practice makes perfect, especially in the field of western style clothing which is highly dependent on handwork.

And we have a large number of stable skilled workers.

In order to retain these skilled workers, Dayang group provides salaries and benefits of up to 50 thousand yuan a year.

This is rare in the economically developed areas of the south.

There is a large residential area in the street of Dayang group's production base, that is, the welfare housing for workers.

At present, about 10 thousand of the staff of Dayang group are "divided" into the house.

Big ship must be turned early.

In 2008, when the global financial crisis struck, many foreign trade processing enterprises in China were seriously affected.

Statistics from the General Administration of Customs show that in the first half of 2009, the total export of Chinese textiles and clothing decreased by 10.88% compared with the same period last year.

Dayang group also felt cool.

"In April 2008, we were aware of some unusual signs of market sales, for example, the Russian market and the Korean market both fell by 50%, and the Japanese market also fell by 5%."

Li Guilian told reporters.

The external demand market is a barometer of the global economy.

In order to guard against possible uncertainties, Dayang group decided to lock orders and prices with customers earlier.

In this way, when the crisis broke out in the fall of 2008, Dayang and customers became a community of interests to tide over difficulties.

After that, Li Guilian made a more important decision besides improving production efficiency: gradually giving up the low-end products of small profits and pforming to high-end customization.

"The demand is reduced, and only by increasing profits can we maintain growth.

In the past, each person may buy 5 suits every year. Now that the crisis is coming, we can only buy one set now, so we will buy it well. This is our market. "

Then she did another risky thing: asking customers to increase the proportion of orders for high-end products every year.

Li Guilian said that through this strategy, the Great Yang Group and its partners from all over the world have passed the crisis in 2008 relatively safely.

Dayang creation of the listed company of Dayang group in 2008 showed that its operating income increased by 9.36% over the previous year, and the total profit decreased by 43.3% compared with the previous year. By 2009, although the operating income decreased by 2.66% over the previous year, the total profit increased by 89.44% instead.

Of course, Dayang group also encountered all the common problems of all private enterprises, such as the increase in labor costs and the heavy burden of taxes and fees.

Nowadays, even the leading enterprises in the Chinese clothing industry are facing unprecedented pressure.

In 2010 and 2011, like the Chinese economy, the growth of Dayang group began to slow down.

This led Li Guilian to also consider the problem of strategic contraction.

"I will not continue to expand production, but will invest in employee training to improve production efficiency and profit margins."

Li Guilian said.

This is a new challenge.

Let Buffett fall in love with "made in China"

Because there is no brand, foreign trade processing enterprises are generally unknown, this has been Li Guilian's heart.

In fact, this is also one of the biggest challenges of China's clothing industry.

According to economists, clothing, footwear, toys and other traditional manufacturing industries that have supported China's development for more than 20 years have been hovering around low profits, mainly without brands.

The example of Dayang group shows that brand and upgrading can not be completed in the short term, and good strength and opportunity are indispensable.

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As early as 1995, Dayang group tried to launch its own high-end brand "creation". In 2006, he hired the chief designer of Italy famous brand Armani as the design director.

However, it was not until 2009 that Buffett was recommended by "stock god" that the brand of "creation" was gradually recognized.

In the August 25, 2009 celebration of Dayang group's 30th anniversary celebration, a video recorded by Buffett himself was very popular.

"I want to tell you that I have 9 sets of modern suits, and I have thrown away all my previous suits.

My partners and lawyers are wearing the creation suit, and now Bill Gate is also wearing the creation suit.

Buffett said in the video.

In fact, I think Bill Gate and I should open a men's wear shop and sell Ms. Lee's suit.

We will be excellent salesmen, because we really like the genesis suit.

Buffett then worked hard to promote the products of Dayang group.

At that time, some people thought that Buffett had invested in Dayang group, and even classified Dayang group as "Buffett concept stock", but Li Guilian said Buffett had no ownership relationship with them. "He just likes it, that's all."

This goes back to October 2007, when Buffett went to Dalian to attend the opening ceremony of a factory where he invested. A director of global marketing director of Dayang group happened to have a friend working in this factory, so he suggested that the other party give the "creation" custom tailor to Buffett as a gift.

Afterwards, Buffett sent a warm letter of thanks to Li Guilian and became a loyal customer of "creation".

So, in a special production line called "small line" in Yang te te, the label of Buffett and Bill Gate often appears.

This is a dedicated production line dedicated to the creation of "tailored" single tailored suits.

The most skilled worker in the group sews the most expensive suit.

The lowest price of the suits is 10 thousand yuan, and the top quality hand sewing suits of high-grade fabrics can exceed RMB 100 thousand yuan.

Li Guilian told reporters that at present, a single volume of customized customers is growing by 40% or thousands of people per year, and the number of domestic sales and export accounts for about 50 thousand units.

"In fact, creation is more famous in foreign countries than in China."

Li Guilian said that although she hoped to expand the proportion of her own brand, she had to face a very real problem: the export enterprises had congenital defects in the domestic channel construction.

Li Guilian told reporters that at present, there are still 80% of the products sold in Dayang group, and 3 independent brands are in sharp contrast to the domestic market.

"At present, the global market is still stagnant. We should actively explore the domestic market under the great national strategy, especially playing the brand created by China.

This is the biggest goal of Dayang in the future.

Li Guilian said.