Haining Leather Clothing Makes Strong Efforts To Strengthen Its Own Brand By External Force.

In today's international industrial chain division, most Chinese enterprises only make OEM for foreign famous brands.

Today, there are

The enterprise is in the opposite direction, cooperating with European manufacturers to make fur clothing for themselves and to put up the brand of Shanghai Ning.

This kind of skillfully borrow external force to strengthen its own brand has attracted much attention.

Haining Kaiyang Garments Co., Ltd. is the first group to eat crab.

Yesterday, the reporter saw "Kaiyang", nearly 1000 pieces made by enterprises in Turkey and Italy.

Arrive one after another.

They are either spliced with large pieces of leather or used exaggerated accessories, with different styles and rough styles, but they all stick to "Kaiyang" brand.

"Kaiyang" was founded in 1989.

From the initial small-scale production, self marketing, to the introduction of the "woodpecker" brand in 1997 to "borrow chicken and eggs", and then in 2002 to cooperate with the world famous clothing brand Pierre Cardan, for its OEM production, "Kaiyang" has gone through every representative stage of Haining leather garment development.

However, Xu Jianyang, general manager of Kaiyang, has a strong sense of crisis. If clothing companies want to survive for a long time, they must build their own brands, but to create their own brands is not easy for Kai Yang.

In April this year, from Haining

Association and Haining related leaders led a group of leather enterprises in Haining to study in Turkey and Italy, which led Xu Jianyang to find a shortcut.

Turkey and Italy both have a long history of leather making. Leather clothing has advanced manufacturing technology and ranks the highest in the world.

Visiting several local businesses, Xu Jianyang saw the gap: "the wage level of the leather industry in Turkey is very close to that of Haining, the average labor is 600 dollars per month, and the technical worker is 800 dollars per month, that is to say, we have no advantage in the labor force. More importantly, those enterprises have hundreds of years of history, and the process, design and raw materials are totally different from Haining, and they are highly skilled and highly priced.

Hermes, Givenchy and other world top luxury brands are also making OEM in Turkey.

At the same time, the willingness of Turkey enterprises to cooperate with Chinese enterprises is also very strong. This makes Xu Jianyang decide to let European enterprises do "OEM" for themselves.

Subsequently, Xu Jianyang visited Turkey, Italy and other places again, and quickly finalized cooperation with 4 Turkey enterprises and 3 Italy enterprises.

The reporter understands that the price of leather clothing imported from abroad is generally more expensive than domestic, but the design is well made. This is exactly what Jianyang values.

"Our brand positioning is to take the high-end line. On the one hand, we use foreign excellent design to start our brand, and more importantly, we hope to enhance ourselves through cooperation with European enterprises."

It is understood that by the end of this month, the five Flagship Store Plaza of Haining China Leather City is about to open, and the brand shop of Kai Yang will also appear.

Haining leather industry association responsible person said, Haining China Leather City brand flagship Plaza will also be introduced into Turkey leather Museum, or will cooperate with France, Italy and other countries.

With the deepening of cooperation, the international development of leather industry in Haining will also take a new step.