Transformation And Upgrading Of Jimo Garment Enterprises, Opening Up New Inspiration For Textile And Garment Enterprises

Facing the complex economic situation, the island city Spin clothing If the industry wants to make a difference, it is the only way to create brand. However, licensing is not an overnight job. Where is the pragmatic path?

During the National Day holiday this year, the "Jimo international fashion season" was launched, triggering new inspiration for textile and garment enterprises to create brand.

In this fashion season, cedar group and FX new fashion Limited have reached a strategic cooperation to put a number of European famous fashions. Designer Sign in the door. "This cooperation can not be met!" chief engineer Wang Xianqi said with emotion, because this is the most missing of Qingdao textile and garment enterprises. The island textile and clothing giant, the group, is stepping up its stores and upgrading its brand influence from the aspects of marketing channel reengineering. It is worth noting that whether we open stores or invite famous designers at home and abroad to let us see the efforts and attempts of Jimo textile and garment enterprises.

Reshaping brand by "domestic sale"

During the fashion season, the negotiation with AlisonWelsh, the Art College of City University of Manchester, has made an exciting point. Wang Linan, general manager of the sales and Marketing Company Limited, said that this is an important attempt to upgrade the capability of independent R & D, including the establishment of an overall product plan, a distinctive brand style and a clear design concept.

As the leader of Jimo's spinning and weaving industry, there are many new actions to strengthen and develop its own brand. The "clothing brand Street" opened on the two road in Songshan, Jimo, with 17 of them. Clothes & Accessories The processing company opened its shop in Qi Qi, and launched all the clothing products from wig, gloves, underwear, home textiles, children's wear, shirts, sportswear and so on.

"This is an action to solve the problem of domestic sale," Wang Linan said. The introduction of the all functional spun apparel industry chain has been formed through knitting, weaving, spinning, dyeing, clothing, printing and packaging. "Foundry" has made international brands such as Adidas and UNIQLO, so as to make full use of resources. They started with every shop and opened their stores and strengthened their design, research and development and marketing capabilities. "Quickening the pace of transformation through product sales." Wang Linan analysis.

Open the store and close the terminal.

In the fashion season, Che Shumei, deputy general manager of the Hao Er Clothing Co., Ltd., the biggest feeling of her is "the gap is too big!" Che Shumei said that the fashion season is an international exhibition that Jimo has never had before. It has let her see the gap between the enterprises.

Howell apparel is a spinning and clothing enterprise with a focus on production. Its products are excellent. Its main brand "Gulou" and "howersdin" knitted underwear have been selling well in Northeast and North China, with annual sales of over 100 million yuan, but this year, when the target of sales increased by 20 million yuan, it was very difficult. "In the past, what customers sell," Che Shumei regrets to recall that enterprises have agents in the clothing market in Jimo, and customers from other provinces are constantly finding it. Now the market is weak, so customers are not able to place orders for picking goods, and the competition of homogenization is serious. One way out is to work hard in marketing.

Che Shumei regrets: now must be a store, directly into the terminal sales! After participating in the "fashion season", they immediately put into action, through the overall outsourcing or other ways, the brand management system was established.

At the same time, they launched the store strategy, built many stores in Ji'nan and other places, and set up a layout network in Laoshan district and Licang district. {page_break}

Invite European teachers to enter the high-end market

Cedar group has won a lot in this fashion season. The strategic cooperation agreement signed with FX new fashion Limited will open an upgrading plan for both internal and external sales linkage.

A group of famous European fashion designers gathered under the banner of FA Xin. Chief engineer Wang Xianqi excitedly introduced, "we have a high salary to design famous teachers, to open up the European market for the high-end fashion of the development of Chad," the annual production of underwear is 60 million pieces, the sales volume is 1 billion 500 million yuan, and the 85% market is in Japan. Now they seek to break through 1 billion of sales. market It is natural to hope for expansion.

"These designers are familiar with European style and fashion, and also have important sales channels." Wang Xianqi said that with this path, they will directly enter the high-end fashion clothing market, and now cooperate with Danish only and other garment operators. Later, they will gradually try to buy off international brands.

It is understood that in this year's "3 * 3 industrial system" established by Jimo in order to guide the transformation and upgrading of enterprises, textile and garment as one of the three major traditional manufacturing industry chains will be promoted and strengthened. To this end, Jimo has promulgated a series of supportive policies for optimizing the economic environment and building outstanding housing for the workers in the field. Jimo has invested 260 million yuan in recent years, and has built more than 20 public technology platforms to provide products, R & D and other services for more than 400 home textile enterprises in the whole world to seize the commanding heights of the industry.

Licensing needs to be pinpointed.

A "international fashion season" held, causing Jimo textile and garment enterprises collective "deep thinking". And in the collision with international leading enterprises and design talents, we found the "gap" and found the "excitement" of brand creation. It can be seen that this kind of pertinent communication and discussion is exactly what the industry exhibition needs most.

And not to mention the success or failure of the exhibition, the topic back to "create brand" up.

For the textile and garment industry in Qingdao, the lack of well known brands is an objective existence. Influenced by capital and vision, many enterprises often feel unable to enter the door. How to solve the problem? In recent years, Qingdao international fashion week and other activities have been explored. However, we must face up to the fact that licensing is a system engineering, talent, marketing, suitable brand environment and culture, probably not one. Relying only on two exhibitions, it is hard to get instant results. We must follow the law of licensing and take pragmatic measures in every aspect. More importantly, each link needs to find a breakthrough, or cut point, plus the government's push, so that the enterprise can exert itself and exert its strength and endurance.

Making brands is like running a century old shop, permeating not only technology, but also humanities and wisdom. At this point, I can not help but think of this year's rather hot "China's good voice". For JDB, he chose the right media to enhance the brand influence, and he made a strong start in the competition with Wang Laoji.

Similarly, for textile and garment enterprises, to be bigger and stronger, the brand is loud, and how to find such a "cut point" is particularly important. It should be noted that creating a brand is not a slogan, nor a fashionable term in the process of transformation. It is a pragmatic action, a hard exploration, and a clever discovery and creation.

It should be said that part of the textile industry Clothing enterprise Having realized this, I will see if I can run the endurance race.