United States Olympic Uniform Or Drag On The Creation Of Da Yang

Recently, Made in China Once again, the discussion of the world. At the opening ceremony of the London Olympic Games, the American Olympic team wearing blue berets, red ties, blue blouses and white bottoms went into the "London bowl" and opened another Olympic Tour of the US delegation. But in the early July, the clothing industry caused a great stir in the United States because of its "made in China" origin. Some congressmen also joined in the criticism. Senate majority leader Reed even threatened to burn it all.

"This Olympic order is very small, from the point of efficiency, it can be said that no money, largely to help." Hu Dongmei, deputy general manager of Dalian Dayang creation Limited by Share Ltd (hereinafter referred to as the founder of Da Yang) and Secretary of the board of directors recently told reporters that clothing The production enterprises can get the order of the garments because the technology of Yang Yang can meet the requirements of the US Olympic delegation, but "we are really lying and shooting, and we are under a lot of pressure".

　　 More than 2000 sets of dresses

Dayang creation in Dalian, Northeast China, has made speculation about the team's low-key production of the uniform.

In July 27th, at the headquarters of Dayang creation, Dalian economic and Technological Development Zone, Hu Dongmei, deputy general manager of the company and Secretary of the board of directors, explained to reporters that Ralph Lauren, the partner of Da Yang's creation in the United States for many years, is a long-term sponsor of the US Olympic team. In 2008, when the two sides first made clothes for the Olympic team of the United States, the clothing orders of the US team of the Olympic Games were naturally handed over to the creation of Da Yang.

This is a small order with "help". In November 2011, Ralph Lauren signed more than 2000 sets of orders for the American team's entry dress with Dayang creation.

According to the briefing, Ralph Lauren carries out routine social responsibility review on the factory of Da Yang creation. In response to this Olympic order, Ralph Lauren reviewed the requirements of Dayang's creation after reviewing.

In January 2012, when the factory passed, the list of the members of the US Olympic team was basically determined. Ralph Lauren sent the athlete's size to Da Yang. As for these dresses, Ralph Lauren only provided the main fabric and a design pattern, including the plate making, cutting and processing, and the selection and purchase of some accessories.

After the Spring Festival of 2012, the creation of the order was officially launched by Da Yang.

Hu Dongmei said, because the athlete's figure is much more than that of the ordinary people, and includes the Paralympic athletes, so each garment needs to be tailored individually. That is to say, more than 2000 sets of dresses for the Olympic order need to be published in more than 2000 editions. After the completion of the project, they will be sent to the United States to try on them and listen to the designer's revision.

After more than 2 months of plate making work, in early March, the dress entered the final sewing work. Nearly a month later, the order will be delivered in late March and early April.

"Since the selection process of the Olympic athletes is ongoing, the time left for the creation of Da Yang is very short." Hu Dongmei said.

Hu Dongmei told reporters, "under normal circumstances, such a fragmented list, we will refuse, no clothing factory can rely on the bulk of such orders to make money."

It is understood that the production of a suit requires nearly 200 processes, and only 150 more processes for the jacket. Hu Dongmei gave the reporters an account: taking a common production line of Dayang creation as an example, in the case of mass production, a production line of 200 people can produce nearly 1000 suits a day. If the tailor tailor is customized and the same line is used, only one 200~300 suit can be produced a day.

In addition, in the creation of large Yang, large quantities of standardized orders are generally used by machines to complete tailoring. Generally thin fabric, the machine can cut 50~60 layer at one time, but the single order custom order is basically done by hand.

New York Democratic congressman Gillibrand and Congressman Steve Israel claim that if the US Olympic team dress is made in the United States, it can bring us $1 billion in revenue. For the processing cost of this order, Hu Dongmei repeatedly stressed that it is not easy to disclose the relevant business secrets, but "surely not so much".

Yang Yu, Minister of public relations of Dayang creation, said that the words of Geely brand should refer to the size of the US economy driven by the US Olympic team's clothing. "If the clothing orders of the US Olympic team reach US $1 billion, then the Dayang group will become the world's richest man."

　　 Thin "Olympic effect"?

In fact, this is the two time for Dang Yang to make the Olympic dress for the US team. At the Beijing Olympic Games 4 years ago, Ralph Lauren became the first time the US delegation's Olympic costumes sponsor. In that time, he gave an order for more than 1500 sets of dresses.

"After the first cooperation in 2008, Ralph Lauren was very satisfied, so this time the Olympic order was basically not suspense." Hu Dongmei said.

However, the next Olympic Games still can not get the order, Hu Dongmei and Da Yang creation seem not very confident. {page_break}

In July 10th, the official uniform of the London delegation, which appeared in London in July 10th, suffered a "boycott storm" because of its "made in China". Under pressure, Ralph Lauren recently announced that the 2014 Winter Olympic uniforms will be made in the United States.

"We are really lying and shooting, and we are under a lot of pressure on this incident." Hu Dongmei sighed.

For this cooperation, Zhu Qinghua, a light industry researcher at CIC, believes that the creation of Da Yang can be used to enhance the overall strength of the company. Its orders can not only bring huge profits to the company, but also lay a good foundation for the internationalization of the brand.

Hu Dongmei stressed to reporters: "we sell 4 million ~500 suits a year, and the more than 2000 orders have little impact on earnings. At present, we have more than 20 brands in the United States, and we will not take more orders or influence the development of the US market because of this Olympic order. "

Zhi Yong said that the single cut processing is a more high-end way in the field of garment processing, and it is also one of the direction of enterprises' transformation. Though it can not win much benefit through this Olympic order, it can at least prove the level of enterprises in the field of single cutting.

In fact, there is no lack of excellent marketing opportunities.

Buffett's "endorsement" once made the founding of Da Yang red in 2009. In September 2009, at the 30th anniversary celebration of Dayang group, Buffett used a 3 minute video clip to thank Da Yang for his creation. He praised the creation of his western suit for the first time in the past 70 years.

After the video was released, the stock price of Dayang creation rose from 3.15 yuan in October 2008 to 20.5 yuan in October 2009, which rose 551% in one year. In May 2010, Da Yang created a branch in the United States, and its customized business was also successfully stationed in the US market.

Why did Buffett speak to Da Yang creation? Hu Dongmei introduced Buffett to Dalian to participate in the opening ceremony of a new factory in which he invested in 2007. David Margaret, director of global marketing of Dayang creation, found Buffett through friends, and suggested that he try the creation of western style tailored suits. This is the beginning of the creation of Da Yang and Buffett.

It has been reported that under the promotion of Buffett, 4 directors of Boxill Hathaway's company also ordered tailored suits, including Bill Gate.

　　 Microcosm of "made in China"

Although many political and business celebrities are custom-made clothing customers of Dayang creation, the company built in 1979 also gives a reputation, but it is still low-key in many Chinese apparel foundries.

As China's largest suit processing enterprise, Dayang has experienced the ups and downs of the foundry market. According to the data provided by Zhu Qinghua, a light industry researcher at CIC, in the second half of 2010, China's apparel foundry industry was on the decline as a whole, with sharp decline in enterprise orders and shrinking corporate profits, which has been reduced from the past average profit of 10%~15% to 30% or even up to 8%.

The achievements of Da Yang's creation also confirm this change. Hu Dongmei introduced the company's earliest reliance on the Japanese market. At present, Korea and Japan account for about 30% of the total sales, Europe and the United States. market About 30%, Russia, Australia and other emerging markets accounted for about 20%, and China's domestic market accounted for 20%.

Dayang's financial report shows that in 2010, the company's business grew by 24.54% compared to the same period last year. profit An increase of 26.78% over the same period. But in 2011, all of the data turned negative, operating income and net profit decreased by 11.25% and 16.92%, respectively, compared with the same period last year, 963 million yuan and 190 million yuan respectively.

The head of a large Chinese shirt manufacturing enterprise told reporters that the rising cost of labor has become a shackle for the development of garment enterprises. In 2010, the wages of the OEM workers were less than 1700 yuan, and now they have reached 2200~2400 yuan, increasing by an average of 15% per year.

Compared with this, the manpower cost of Dayang's creation is even higher. According to data provided by Hu Dongmei, the wages of general practitioners in Dayang's creation are 30%~40% higher than those of similar enterprises in Dalian. The basic salary is more than 3000 yuan. All employees have paid five risks and one gold, and there is no overtime or shift.

It is worth noting that Adidas has recently confirmed that its plant in Suzhou has been shut down in Huawei. Many industry insiders say that in order to reduce processing costs, foreign enterprises have shifted their orders to Southeast Asian countries such as Vietnam and Burma. Chinese foundry enterprises are facing embarrassment from "picking orders" to "finding orders", and China's manufacturing industry is facing a crisis.

But in Hu Dongmei's opinion, Man's suit It takes 3~5 years for workers to reach the level of proficiency. Therefore, a stable workforce of high quality is China's advantage. "Some of our customers transferred some of their orders to Southeast Asia and found that the quality was bad, they could not sell, and they came back." Hu Dongmei said. However, which company was founded by Da Yang?

The creation of Da Yang is the epitome of "made in China". Like some of the OEM enterprises in transition to the domestic market, Dayang creations has also begun to make its own brands, namely, senior men's wear brand creation, senior professional wear brand Kamen and online direct selling brand YOUSOKU.

It is understood that sales in the international market now account for 70%~80% of the total sales volume of Dayang, while the domestic market is growing faster, but the share is not high. Reporters noted that at present, Da Yang created 26 stores in China, one of which is located in Jingxi Hotel, Beijing, which mainly accepts high-level meetings of the NPC and CPPCC.

Hu Dongmei said that Dayang creation will shift its main focus to China, especially in terms of channel development and brand promotion, and will invest more resources.