From "OEM" To "Independent Brand" -- The Brand Revolution Of The First Garment Town In Anhui

From "OEM" to "independent brand" -- Anhui

The "brand" revolution of "the first town"

Every year, hundreds of millions of world famous brand OEM garments are sold overseas, and the annual sales revenue reaches billions of yuan.

Fanchang County, Wuhu, Anhui, along the Yangtze River

At present, a brand revolution is being carried out.

The clothing processing industry in Sun Cun town started early and became famous.

In the late 80s of last century, the first town owned collective garment enterprise was established.

In the new century, garment processing enterprises in Sun Village have sprung up rapidly, and the garment industry in the whole town has developed rapidly.

In the past few years, southeast coastal areas of China

Shifting to the inland provinces, the OEM production in Sun Village has been expanding, the export trade has continued to grow, and the garment industry has been developing rapidly.

Guan Yingping, director of the Management Committee of Sun Village Economic Development Zone, said that now the sun village has been set up.

The garment industry chain, which is dyeing, finishing, washing, printing, embroidery, thread making, garment processing, packaging and logistics, has gradually developed into boutique garments. In 2011, the clothing industry sales revenue exceeded 2 billion 400 million yuan, and the number of related employment personnel exceeded 40 thousand.

However, behind this prosperity, the hidden trouble brought by "OEM processing" is becoming increasingly apparent.

With international

With the intensification of competition, the processing of foreign trade garments is facing the pressure of competing to lower prices, and with less self export and more intermediate links, the profit margins are becoming smaller and smaller.

Qian Qiusheng, a farmer in Sun Village, went to sea in 2006, and established the Liren Garments Co., Ltd.

Do OEM production.

The old money frankly said recently that business was bad: "in the past few years, sales revenue has been over ten million per year, and the profit has been over million, but since last year, basically only guaranteed capital."

"In recent two years, the traditional advantages of Sun Village have been weakened due to the increase of raw material prices and the increase of labor costs.

These changes urge us to say goodbye to the old way of "OEM".

Guan Yingping said that the complete garment industry chain and a large number of skilled workers formed by Sun Cun town have laid the foundation for cultivating their own brands and upgrading pformation.

Sea flying crane

Ltd is one of the first enterprises to start pformation in Sun Village, and now it has begun to taste the sweetness of its own brand.

Since 2009, the company has invested tens of millions of dollars in R & D and renovation of machinery and equipment, and has introduced more than 50 designers with high academic qualifications. At the same time, it actively grasps the market trend and designs products according to the demand difference.

"We used to be a" OEM "foundry, but now we are committed to building our own children's wear brand.

From the first half of 2010, the supply of products was in short supply. "

Wang Guanzhong, general manager of Hai Fei crane, is very confident in the market performance of his products. "We have more than 100 stores in the whole country, and online stores can only sell two hundred or three hundred pieces every day.

。

The company's goal is to enter the domestic first tier market in 3 to 5 years.

At present, the independent clothing brands including Hai Fei he, MATTEL clothing company's "Ai Lan Lan", Rui de clothing company's "Rui Lan De" and "Yi Yu Jiao" have become the business card of Sun Village's clothing industry.

"Having their own clothing brand has always been the dream of all sun village people."

Guan Yingping said, "to earn a small profit on the" tip iron cutting "way of OEM is only an expedient measure.

The "brand revolution" will help Sun Cun pform from "garment export base" to "brand clothing base".