Anhui Clothing Carries On Brand Revolution, From OEM Processing To Independent Brand.

From "

"To" independent brand "

The "brand" revolution of "first town" in Anhui clothing industry

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

Sun Village, Fanchang County, Wuhu City, Anhui Province, along the Yangtze River, is now carrying out a "brand" revolution.

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, the garment industry in the southeast coastal area of China has been pferred to the inland provinces, and the OEM production in Sun Village has been expanding.

Sustained growth, the garment industry accelerated development, showing prosperity.

Guan Yingping, director of the Management Committee of Sun Village Economic Development Zone, said that now, Sun Cun town has formed a garment industry chain integrating textile, dyeing and finishing, water washing, printing and embroidery, thread making, garment processing, packaging and logistics, and gradually develops to fine garments. In 2011, the clothing industry sales revenue exceeded 2 billion 400 million yuan, and the relevant employment personnel exceeded 40 thousand people.

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

With the intensification of competition in the international market, the processing of foreign trade garments is facing the pressure of competing to lower prices. Besides, enterprises have less self export, more intermediate links, and less profit margins.

Qian Qiusheng, a farmer in Sun Village, went to sea in 2006, and established the Liren Garments Co., Ltd. to produce OEM for many famous brand clothes.

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.

Hai Fei he Clothing Co., Ltd. is one of the first enterprises in Sun Village to start pformation. Now it has begun to taste the sweetness of "independent 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 that have just started very soon can sell two hundred or three hundred clothes 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."

It is said that "earning the meager profits by" cutting the iron on the tip of the needle "in OEM production can only be expedient.

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