The US Olympic Games Clothing Made In China Helps

At the opening ceremony of the London Olympic Games, the American delegation entered the stadium, wearing the clothes made by Dayang Chuangshi full dress

On the evening of July 27, at the opening ceremony of the London Olympic Games, the US Olympic delegation wearing a blue beret, a red tie, a blue shirt and white pants walked slowly into the "London Bowl", starting another Olympic journey for the US delegation. However, at the beginning of July, some members of the United States Congress criticized these clothes for their "Made in China" status, and Senate Majority Leader Reid even threatened to burn them all.

"The size of the Olympic orders this time is very small. From the perspective of production efficiency, it can be said that we don't make money, but to a large extent we help." Hu Dongmei, deputy general manager and secretary of the board of directors of Dalian Dayang Chuangshi Co., Ltd. (hereinafter referred to as Dayang Chuangshi), recently told reporters that as the manufacturer of these clothes, "We were really hit when we were lying down and suffered a lot of pressure."

1 "Help" Olympic orders

On July 27, in Dayang Chuangshi Headquarters of Dalian Economic and Technological Development Zone. According to Hu Dongmei, Dayang Chuangshi won the order for the team uniforms of the U.S. Olympic team, mainly because its partner, Lavlauren, who has been in the United States for many years, is the sponsor of the U.S. Olympic team. After the two sides first customized clothing for the U.S. Olympic team in 2008, the clothing order for the U.S. Olympic team at this Olympic Games was naturally handed to Dayang Chuangshi.

It's not easy for Dayang Chuangshi to make such a small order for help. As one of the long-term sponsors of the U.S. Olympic team, Lavlauren, who cooperated with the U.S. national team for the third time, signed an order with Dayang Chuangshi for more than 2000 sets of U.S. team entrance dresses in November 2011.

In January 2012, after the list of members of the U.S. Olympic team was basically determined, Lavlauren sent the size of the athletes to Dayang Chuangshi. For the gowns of the US Olympic team, RafLauren only provided the main fabrics and a design for production. Dayang Chuangshi also needed to carry out specific plate making, cutting and processing, as well as some auxiliary materials.

Hu Dongmei introduced that the athletes' figure is much more special than that of ordinary people, and each suit needs to be customized. More than 2000 dresses of this Olympic order need to be made in more than 2000 versions. After the early clothes are ready, they will be sent to the United States by express for trial wear and to listen to the designer's modification suggestions.

After more than two months of plate making work, the dress entered the final sewing work in early March 2012. One month later, more than 2000 dress orders were finally delivered at the end of March and early April.

2 Hand cut one by one

Hu Dongmei sighed: "As the selection process of Olympic athletes is constantly going on, the time left for Dayang Chuangshi is very short."

But what makes Dayang Chuangshi even more entangled is the production efficiency of this Olympic order.

It is understood that the production of a suit requires nearly 200 processes, including more than 150 processes for the coat alone.

Hu Dongmei calculated such an account for the reporter. Taking an ordinary production line of Dayang Chuangshi as an example, under the condition of mass production, a production line with 200 people can produce nearly 1000 suits a day; However, the same production line can only produce 200 to 300 suits a day if it is customized like Olympic orders.

In addition, in Dayang Chuangshi, the machine is usually used to cut the normal large batch of standardized orders. Generally, the machine can cut 50~60 layers of thin fabrics at one time, but the orders for single cutting are basically cut one by one manually.

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3 The thin Olympic effect?

In fact, 2012 is the second time that Dayang Chuangshi has produced Olympic gowns for the US team. Four years ago, at the Beijing Olympic Games, Ralph Lauren received the order for the first time for the US delegation's Olympic costumes. As a partner, Dayang Chuangshi processed more than 1500 sets of dresses for the US team at that time.

"After the first cooperation in 2008, Ralph Lauren was very satisfied, so there was basically no suspense about winning the Olympic order this time." Hu Dongmei said that before the Olympic Games, Ralph Lauren wanted to customize clothes for the U.S. Olympic team, and all felt it was natural to hand the order to Dayang Chuangshi.

Unfortunately, Hu Dongmei and Dayang Chuangshi do not seem so confident in the next Olympic Games.

The official uniforms of the US Olympic team in London caused a storm by accident because of their "Made in China", and Ralph Lauren was also unjustifiably criticized by some people in the United States. A few days ago, Ralph Lauren announced that the US team kit for the 2014 Winter Olympics will be made in the US.

"We were shot when we were lying down, and we also suffered a lot of pressure from this incident," Hu Dongmei sighed.

For this cooperation, Zhu Qinghua, a light industry researcher of CIC Consulting, believes that the cooperation between Dayang Chuangshi and Lavlauren can greatly improve the overall strength of the company. The orders received can not only bring huge profits to the enterprise, but also lay a good foundation for the international brand image of the enterprise.

However, Hu Dongmei stressed: "We sell 4 million to 5 million suits a year, and such an order for more than 2000 suits has little impact on the revenue. At present, the company has more than 20 brands in the United States, and will not get more orders or affect the development of the American market through this Olympic order."

4 Wasting marketing opportunities?

Zhiyong, the director of the public relations department of Dayang Chuangshi, said that single cutting is a relatively high-end way in the garment processing field, and is also one of the current transformation directions of enterprises.

According to Zhiyong, this Olympic order is indeed a good marketing opportunity for Dayang Chuangshi. More importantly, this enterprise does not lack successful marketing experience.

The "endorsement" of Warren Buffett made Dayang Chuangshi, the listed company of Dayang Group, taste the taste of prosperity in 2009. When Buffett came to Dalian in 2007, David Margaret, the global marketing director of Dayang Chuangshi, found Buffett through a friend's matchmaking and suggested him to try Chuangshi's customized suit. "Buffett put on Dayang Chuangshi's suit, and when he was 78 years old, someone finally said he was handsome." In September 2009, after the video of Buffett thanking Dayang Chuangshi was broadcast, Dayang Chuangshi's share price rose several times. By taking advantage of Buffett, Dayang Chuangshi's tailoring business also successfully entered the US market in 2010.

Unfortunately, this time, Dayang Chuangshi seems somewhat passive in the promotion of the Olympic concept. People in the clothing industry pointed out that Dayang Chuangshi should use this order to promote the quality and technology of its products, which is beneficial to the sales of its own brand at home and abroad. But at present, the enterprise is still too low-key, wasting the marketing opportunities of the Olympic Games.