Jinjiang: Clothing Brand Holds The Future Hope

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Fujian's important sector of the industry, the birthplace of Fujian Style Men's wear, Jinjiang has spent more than 30 years casting a heavy gold card.

Jinjiang's county economic strength ranks first in Fujian province for 19 consecutive years, and the basic competitiveness of county economy has been ranked 5~7 in the country for the 11 consecutive time.

In 2011, its gross national product exceeded 107 billion yuan, and its total fiscal revenue exceeded 13 billion 600 million yuan. It has won the title of "China's textile industry base city", "famous Chinese underwear town", "famous Chinese leisure clothing town" and "China's famous weaving town".

Seven wolves, Jin Ba, Qipai, Li Lang, nine Mu Wang, Anta, and 360 degrees...

These well-known brands have not only occupied a unique position in the domestic market, but also paved the way for the clear layout of Jinjiang's textile and garment industry.

In the past 10 years,

From the main source of foreign trade to achieve the success of creating a successful brand span, for the rise of Fujian men's men's clothing made contributions, Fujian plate and Zhejiang plate, Guangdong plate together constitute a domestic brand men's clothing three points of the world pattern.

In the past 10 years, the first county level Charity Association established by local entrepreneurs has raised over 16 yuan in donations. There are many people in charge of textile and garment enterprises such as nine herdmen and seven wolves.

Because of the positive guidance of the government and the generosity and enthusiasm of the entrepreneurs, Jinjiang is creating the "China loving city".

In the past 10 years, Jinjiang has been honored as "China's textile industry base city", "famous underwear town in China", "famous town of leisure clothing in China" and "famous weaving town in China".

The county's economic strength ranks first in Fujian province for 19 consecutive years, and its basic competitiveness has ranked the top ten in the country for many years.

Attach great importance to the rapid development of industry

Opportunities are always reserved for those who are prepared.

If reform and opening up, Jinjiang textile and garment industry ushered in the great development of "heaven and time", then its superior geographical location and trustworthy and cooperative spirit will undoubtedly form a "geographical advantage" and "harmony".

Jinjiang is located on the southeastern coast of Fujian. It is separated from Taiwan by a narrow strip of water. It is only 5.3 nautical miles from Jinmen. Now it has 13 towns, 6 streets, 649 square kilometers of land area, 121 km long coastline, 1 million 60 thousand residents of the city's household registration, 1 million 100 thousand foreign population, 2 million 100 thousand overseas Chinese and Chinese, and is known as "3 million Jinjiang people at home and abroad".

In recent years, around the development direction of "building a strong economy city and building a happy Jinjiang", we have vigorously implemented the basic strategy of "upgrading industries and speeding up urban construction", and comprehensively promoted the four major projects of "industry, city, ecology and people's livelihood", and maintained healthy and rapid economic and social development.

In 2011, the city's GDP exceeded 100 billion yuan for the first time, reaching 109 billion 565 million yuan, an increase of 13.6%; total revenue increased by 3 billion 600 million yuan to 13 billion 600 million yuan, an increase of 35.7%; the industrial output value of above scale was 246 billion 600 million, an increase of 28.1%.

The per capita disposable income of urban residents reached 24480 yuan, and the per capita net income of farmers reached 11810 yuan, with a range of 12%.

It is understood that

It is one of the projects that Jinjiang put forward in the implementation of the "235" project during the "12th Five-Year" period, which is one of the 2 billion output industries, with more than 1700 existing enterprises and 127 thousand employees. In 2011, the industry output value was 63 billion yuan, accounting for 23% of the city's total industrial output value, and the industry tax revenue was 2 billion 700 million yuan.

Industry representative enterprises include seven wolves, Jinba, Qipai, Li Lang, Jiumu Wang, Bai Hong, Jinxing, Xun Xing and so on. The development of the industry has the following characteristics:

Scale leading enterprises are numerous.

By the end of 2011, the output value of 431 textile and garment enterprises above Designated Size reached 566.14 yuan, accounting for 23% of the industrial output value of the whole city, and the tax revenue was 1 billion 567 million yuan.

It has 4 Chinese famous brand products, 19 famous brands in Fujian, 12 listed companies and 23 listed companies, especially with a total investment of 2 billion yuan, an annual output of 780 thousand tons of cotton imitation differential fiber project, a total investment of 2 billion yuan, an annual output of 200 thousand tons, polyester polyester melt direct spinning polyester filament and slicing project, a total investment of 800 million yuan of new China Nonwovens project, and a total investment of 2 billion 400 million yuan Longfeng hi tech textile project, and a number of high-end projects have come down one after another. It is expected that in the next few years, the leading role of leading enterprises will be more obvious.

Product innovation ability is strong.

Technology and equipment, enterprises attach importance to independent research and development input, the city's textile and garment enterprises above Designated Size all support their own product research and development institutions, develop personalized products to seize the market, and the proportion of textile and garment enterprises above Designated Size for annual technology development accounts for over 2.2% of the total sales revenue. Clothing brand enterprises have extended the design center to Hongkong, Shanghai and even European cities. The upstream chemical fiber, textile and dyeing enterprises have launched many new products and new technologies, such as bamboo charcoal fiber material and filter bag material of Xin Hua company, "polyester fiber alkaline dyeing process" of Weifeng company, "waterborne waterproof and moisture permeable coating agent and low temperature resistant fabric" of dragon group company, and "ultra-thin ultra-high density chemical fiber fabric" of Dafa. Jinjiang's textile and garment industry is equipped with a large number of international standards and even international advanced level.

By 2011, 4 enterprise R & D centers were recognized as state-level technology centers (Feng Zhu, Xun Xing, Qipai wolf, Bai Hong), and 6 R & D centers were recognized as provincial technology centers (Fuxing, HOSA, Tian Shou, Xin Hua, Qipai, Jin BA), and 2 enterprise laboratories were granted National Laboratory Accreditation (strong reed, Feng Zhu), 5 enterprises participated in the national standard standard revision, 5 enterprises participated in the revision of the industry standard system, 1 enterprises were awarded the Quanzhou Quality Award (seven wolves).

The marketing network is perfect.

According to incomplete statistics, at present, Jinjiang

The company has successively established more than 60 thousand stores and sales outlets in more than 70 large and medium-sized cities in China. Among them, the seven wolves group carried out a comprehensive pformation of the store through the two financing of the capital market. The terminal marketing realized a great leap from "selling products" to "selling lifestyles", and the number of standard image stores exceeded 4000, and the number of stores including nine shepherd, Leon, Jin Ba and Qipai also exceeded 2000.

In addition, the city's textile and garment industry has established cooperative relations with more than 50 countries and regions. The sales market extends from Southeast Asia and Eastern Europe to Western Europe, North America, the Middle East and South Africa.

Three changes to achieve magnificent turn

"Looking back at the beginning of Jinjiang's textile industry, the inherent advantages are not outstanding."

Chen Weijin, Deputy Secretary General of Jinjiang textile and Garment Association, said.

Since the 80s of last century, it has been successful in crossing the Shishi market from the fashion of Hong Kong and Macau production, going out of the country to engage in foreign trade, and creating its own brand.

In the process of development, the reasons for the success of Jinjiang's clothing industry today are three changes:

From blind licensing to rational licensing.

In the early days of Jinjiang's clothing brand building, most of them took the simple mode of "CCTV advertising + celebrity endorsement". This mode played a positive role in rapidly promoting brand influence and popularity at the initial stage of brand creation, and made the enterprise get a good short-term return.

However, due to the lack of scientific planning in production and marketing terminals, some enterprises are in trouble because of licensing.

After entering the twenty-first Century, many brand enterprises began to organize personalized brand image planning packaging by introducing famous brand planning agencies, hiring brand marketing professional managers, etc., to establish a standardized brand franchise and production logistics organization mode, and strive to improve the cultural connotation.

From extension to connotation upgrading.

Early Jinjiang clothing enterprises attached great importance to expanding production capacity by importing new production equipment and relying on cheap products to occupy the domestic market space.

In recent years, some brand enterprises, especially the first-line clothing brands, have begun to turn their vision to the upgrading of enterprises' connotation. By increasing their own R & D input, enhancing brand value-added and enhancing their core competitiveness.

Most of the brand enterprises in the city own their own R & D institutions, and the product R & D centers of the seven wolves and HOSA enterprises have been identified as state-level and provincial technology centers respectively. Some of the first tier brand enterprises have set up R & D centers in cities such as Hongkong, Shanghai and Xiamen.

According to the survey, nowadays, the proportion of Jinjiang's first-line clothing brand enterprises used for technology development accounts for 3%~5% of product sales revenue each year.

From single fight to alliance pformation.

With the continuous expansion of the scale of brands, some of the first tier brand enterprises began to pform from the old olive shaped business model with the middle and light ends to the dumbbell business mode with heavy weight at the middle and the middle. The main focus was placed on the establishment of the product development system and the laying of the terminal marketing network. The expansion of production capacity began to be realized gradually through the form of outward orders, thus driving the proportion of external output value to total output value increasing year by year.

Among them, apart from the leisure series products produced locally, the other series of products are basically produced in the field. The proportion of external products such as nine Mu Wang, Jin Ba, Qipai and so on accounted for more than 1/4.

The three great changes have led to the magnificent turn of Jinjiang's textile and garment industry.

Nowadays, the brand building of Jinjiang's textile industry is fruitful, and there are famous domestic clothing brands such as "seven wolves", "powerful rallies" and "seven cards". Textile and garment enterprises are actively joining the capital market and seeking greater development.

In the past 10 years, 12 textile and garment enterprises in Jinjiang have been listed on the market, accounting for 1/3 of the total number of 39 listed enterprises in the city. While emphasizing brand building, Jinjiang textile and garment enterprises have introduced large quantities of advanced equipment and embarked on the development path of heavy research and development, innovation and high technology. It is especially worth mentioning that under the guidance of local governments and associations, the modern enterprises developed from manual workshops have carried out lean management successively, and they have succeeded in achieving profit by management control cost and management.

Clear positioning, enhance brand impact

During the interview, Chen Weijin asked the reporter with a smile: "do you know the alias of the central five? Jinjiang station!"

This small piece circulated in the industry reflects the textile and clothing of Jinjiang sports.

And other products in the domestic influence and Jinjiang enterprises in brand building clear positioning and great investment.

From the 1998 Jinjiang municipal government's "quality based market" strategy to the strategy of "brand building market" put forward in 2000, the brand building of Jinjiang enterprises has been flourishing, becoming the undoubted brand capital of China.

In revealing the personalized characteristics of the brand,

The company takes the promise of "every jacket has an original design" to attract consumers' attention. The seven wolves, nine herd kings, Qipai and Li Lang respectively play the role of "jacket expert", "trousers expert", "Chinese collar" and "business men's wear".

In terms of brand promotion, the seven wolf group implemented a multi brand strategy, and successfully operated 4 brands including its seven wolves, dances with wolves, Hong Kong Dragon, seven wolf sports and Mark Ed Faye.

The company is the only selling spot of the Le Louvre Museum in Paris, plus the three consecutive big advertisements for the world cup, shaping the unique personality of the brand.

Talking about the great influence of successful publicity and positioning on the brand, Chen Weijin told reporters about the extraordinary development experience of "Li Lang".

In 1998, the company's sales channels were sluggish, and it was on the verge of bankruptcy.

The boss of the company has raised money and spent millions of dollars on building brand influence. According to the brand positioning, Chen Daoming, the famous film star, has been invited to be the product spokesperson. He has reversed the adverse situation in one fell swoop, and the brand culture of Li Lang commercial casual menswear has been popular among the people since then.

In 2011, the company achieved an output value of more than 3 billion yuan, and hired internationally renowned.

At the same time, we should strive to tap the potential of the domestic market and March to the international market at the same time.

In terms of market operation, in recent years, many clothing brands have been promoting the pformation of marketing methods by reclaiming agency rights, establishing proprietary network system and introducing CRM (Customer Relationship Management) management system.

At present, the apparel industry has accumulated more than 5 terminal chain stores in China, including seven wolves, nine Mu Wang, Qipai, HOSA and Jin Ba have more than 4000.

In order to encourage textile and garment enterprises to make greater progress in brand building, the Jinjiang municipal government has vigorously promoted the "Anta experience" this year.

According to Chen Weijin, deputy secretary general, Anta started with shoes products, and the efforts and efforts behind famous domestic sports brands with the introduction of Olympic dragon clothing are worth learning from the whole city.

Anta has spared no effort in scientific and technological innovation. They set up the first national sports science laboratory. No matter shoes or clothing, efforts to reduce human pressure and improve the quality of sports are reflected in every detail.

While emphasizing technological innovation, Jinjiang municipal government encourages enterprises to restructure and go public on the one hand, and promote the internationalization of enterprise brand on the one hand.

The Jinjiang municipal government has promulgated the "opinions on encouraging and supporting enterprises to carry out the operation of overseas brands", encouraging clothing enterprises to grasp the current downward opportunities of global economy, purchase foreign clothing brands at low prices, and exploit their own brands to open up foreign market space.

At the same time, we are planning to set up a Jinjiang brand shoe and clothing distributing center in foreign commodity distributing centers such as Poland, and organize a group of brand clothing enterprises to embrace the international market.

They encouraged powerful enterprises to grasp the opportunities of the European loan crisis at the recent stage, learn from Anta's experience in acquiring Mark Ed Faye from Philippe and seven wolves, and face the second tier brand resources in Europe to better open up the international market.

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Embrace development and create regional brand names

As an important part of the Fujian plate of the textile and garment industry, the birthplace of Fujian Style Men's wear, Jinjiang has produced a heavy gold business card for more than 30 years.

Jinjiang's county economic strength ranks first in Fujian province for 18 consecutive years.

"The annual output value of the textile and garment industry accounts for about 1/4 of the total industrial output value of Jinjiang."

Chen Weijin told reporters.

The clothing enterprises in the city are widely distributed. Among them, the four towns in Ying Lin, Shen Hu, Kimi and Longhu are the most concentrated. Besides, Anhai, Xintang, Dong Shi and Nagawa Ya gather some garment enterprises.

Clothing products are mainly leisure men's clothing, including some sportswear, swimwear and underwear. There are 314 enterprises of above scale and more than 300 million annual clothing production capacity. In 2011, the output value of the above scale products was 36 billion 700 million yuan, and 5 famous brand products, 7 famous Chinese trademarks and a large number of famous brand products and famous trademarks in Quanzhou were successively developed. A number of domestic clothing brands including seven wolves, seven cards, nine strong drivers, nine Mu Wang, Li Lang and HOSA emerged.

"Baotuan development" is a major mode of the industrial cluster in China, and Jinjiang is no exception.

In Chen Weijin's view, because entrepreneurs in Jinjiang focus on doing business, they are very cautious about getting involved in the investment market. Enterprises often have a solid foundation and have survived crises one after another.

Despite the fact that they are all in the clothing industry, Jinjiang entrepreneurs deliberately create unique brand positioning at the beginning of brand creation to avoid homogenization competition.

"Many entrepreneurs are not only competitive but also partners.

One of them will be in a difficult position and other colleagues will lend a helping hand.

Chen Weijin said.

The municipal government has introduced a series of policies and measures to fully promote the docking of brand clothing enterprises and SMEs' capacity scheduling, and encourage brand clothing enterprises to send single OEM to SMEs in the near future, and promote a group of small and medium-sized garment enterprises to undertake the pformation of OEM business.

In many years of operation, the links between Jinjiang's textile and garment entrepreneurs are getting closer and closer.

This year, Jinjiang planning and construction of SME Park and Longhu fashion

The industrial park will guide the development and innovation of medium-sized garment enterprises.

At the same time striving for the national textile and garment quality supervision and inspection center Jinjiang sub center officially landed in Jinjiang to meet the needs of enterprise quality testing.

Develop healthy industry according to circumstances

Since 2008, under the unfavorable situation of global market demand, the textile and garment industry in Jinjiang has also been affected. How to maintain growth and achieve healthy and sustainable development has been an important topic of the municipal government in recent years.

In response to the major difficulties encountered in the development process, they set the right prescription and formulated a series of policy measures to help enterprises achieve breakthroughs.

The first is employment.

In the context of the shrinking global market, domestic garment enterprises are ushering in a new round of industry reshuffle. With the number of garment enterprises decreasing and shutting down, the employment of Jinjiang garment enterprises is relatively tight this year.

However, industry wages continue to show a rigid growth trend, and this year's growth rate will remain above 20%.

At the same time, the current clothing practitioners are stepping into the new and old replacement stage. The new generation of employees' demands for jobs are no longer simply considering the remuneration. They require more enterprises to provide a complete set of leisure and life support and guarantee a certain vacation time. In order to retain employees, enterprises need to consider providing relevant welfare facilities besides wage growth, and the cost of employment is obviously aggravated.

In response to foreign workers, the local government has introduced measures to protect the housing supply, provide job subsidies, protect children's schooling and facilitate the relocation of household registration, etc., so as to create an environment for migrant workers to take root in Jinjiang's business creation.

Now, the floating population in Jinjiang has exceeded the local population, mostly from Sichuan, Chongqing, Henan and Guizhou.

The government also subsidized senior technical workers, up to 8000 yuan per month, providing housing to prominent migrant workers.

In addition, the construction of Jinjiang textile and garment talents training and R & D center, relying on the effective operation of the center, helps enterprises to introduce talents in two aspects: first, entrust the domestic clothing colleges and universities to set up the "Jinjiang class", and orientate the development of garment design and operation management talents for Jinjiang clothing enterprises.

The two is to choose Jinjiang and even the surrounding high and secondary vocational schools, carry out school enterprise joint school running, and entrust the training of clothing technical workers.

In order to win more talents to take root in the industry, the local government will set up the Jinjiang industrial design and fashion creativity Association in recent years. Based on the association, since 2013, it has planned to organize the Jinjiang industrial design competition focusing on dress design, attracting the gathering of fashion designers.

At the same time, plan and set up

Corridors, fashion drawing design, sample design agencies gathered for the well-known fashion designers at home and abroad stationed in the creation of clothing design studio.

Next is order problem.

When the financial crisis happened in 2008, the difficulties faced by enterprises were "having no money or lack of labor". After 2008, the global economy appeared to go up for a short time. Some domestic enterprises were too optimistic about the market, blindly on the production line, expanding the scale of production, and in the expansion, many enterprises simply pursued the increase of production, did not pay attention to adjusting the product structure, and ignored the promotion of product differentiation, leading to serious structural overhang of domestic garment production capacity.

Since the second half of 2011, with the gradual shrinking of the global market, the overstock of domestic clothing inventory has been serious. In addition, a number of orders have been diverted from neighboring India and Vietnam.

Since the beginning of spring this year, the price of oil downstream products has continued to fluctuate slightly, leading to unstable prices of textile raw materials. Enterprises are worried that the price of raw materials will rise or fall, which will affect the expected benefits of enterprises.

It is possible that some enterprises' original orders were signed according to the price of raw materials before the rise. After such performance, enterprises will face losses.

Some enterprises may suffer more losses by hoarding raw materials in advance.

Aiming at the risk of foreign trade, the Jinjiang municipal government has led the way of innovative marketing.

From the policy level, we should increase support for export subsidies in Latin America, Africa, Oceania and other emerging markets, and encourage textile and garment enterprises to expand their export fields.

We will actively create conditions for domestic and foreign key portal websites to enter the independent Incorporated Company in spring, and introduce policies to encourage textile and garment enterprises to expand the online market space by relying on e-commerce and micro-blog marketing.

We should set up a foreign trade information collection and early warning system as soon as possible to guide textile and garment enterprises to gain advantages and avoid disadvantages, minimize risks in foreign trade and reduce losses in foreign trade.

The third is matching problems.

Although Jinjiang has a large number of clothing upstream textile and dyeing and finishing enterprises, these enterprises mainly rely on sportswear fabrics such as polyester cloth, nylon cloth and so on, and the processing capacity of high-end cotton cloth used as casual men's clothing and underwear is weak. The fabric of garment enterprises can only be purchased from outside the city and can not be matched in the local area, thus causing fabric to increase logistics costs and weaken the profit margins of enterprises.

All along, the textile industry in Jinjiang is weak in finishing, and products need to be processed in Guangdong and other places.

The municipal Party committee and the municipal government attach great importance to it, and are planning to introduce policies to organize and carry out the consolidation and upgrading of the dyeing and finishing industry, and promote a batch of printing and dyeing enterprises to implement the integration and reorganization, upgrade the technology, adapt to the fabric needs of the garment enterprises, adjust the product structure, and enhance the self-supporting ability of the fabric.

In addition, the local government has strengthened the service strength of small and micro enterprises, expanded the survival and development space of small and micro textile and garment enterprises, and accumulated reserve forces for economic development.

在全市范圍內鼓勵推廣“品牌產業園”運作模式，以品牌龍頭企業為主體，引導小微企業入駐，建設成為配套協作載體;通過代建制、訂單式辦法，為小微紡織服裝企業量身訂做標準廠房;在強化融資性擔保公司合法合規進行監管基礎上，結合實際運作實際情況，篩選確定若干家規劃化融資性擔保公司，重點向泉州區域內的銀行業金融機構進行推介，爭取獲得各家商業銀行評級認可，以此帶動部分融資性擔保公司做大融資擔保規模，更好地服務小微紡織服裝企業融資需求;精心組織小微紡織服裝企業抱團參加國內外專業展會，支持行業協會抱團組織小微企業考察市場，引導企業走出國門，避開中間環節，直接參與國際市場競爭;立足于當前用工供需矛盾加劇、員工無序流動實際，謀劃建立規范用工工作機制，鼓勵更多的紡織服裝企業導入社會責任管理體系，構建和諧環

Environment.

In the course of the interview, the local government attaches great importance to the textile and clothing industry and has a strong sense of service.

"Our job is to serve the industry and enterprises well."

Jinjiang municipal Party Committee Propaganda Department, Vice Minister of Colin Wai said.