Clothing Industry Downturn, But Surname "Clothing" Counter Attack

Whether it's the patented technology of fire-fighting clothing or the 11PARK of Italy brand collection, the way of domestic and foreign trade going out of service has never been abandoned. clothing The main business of production and import and export trade. The report of "counterattack" handed over is: domestic sales rose 52% year-on-year. "Innovation is not a" castle in the air ", but a down-to-earth and daring development. "Zhang Yizong stressed to reporters that the upper garment group should always be surnamed" clothing ".

　　 science and technology

Fire fighting garment manufacturing

A seemingly ordinary and heavy piece. cloth It is put into the combustion test chamber and ignited the corresponding time with prescribed fire source, but it is not turned into ashes. In Shanghai clothing group's research laboratory, the reporter witnessed an "internal" professional testing experiment: this ordinary cloth is not ordinary at all.

"Firemen. Fire-fighting clothing This material is used. " The staff revealed to reporters that the test was designed to test the flame retardancy of clothing. "The evaluation of the flame retardant performance is based on the burning rate of the fabric, and only those that meet the standard requirements can be regarded as flame retardant products."

It is not only good in flame retardancy, but also very frivolous in fire fighting clothing. The crew cited a set of figures: "through the multiple protection design, the optimized proportion of various fibers, the new composite fabric technology innovation and other means, the overall weight of the fire-fighting clothing can be reduced by 22%, the thickness will be thinner, and the overall thermal protection performance will be increased by more than 20%.

Zhang Yizong, general manager of Shanghai garments (Group) Co., Ltd., made no secret of his pride: "the lightweight fire-fighting clothing developed from above has solved the problems of weight, thickness, flame retardant, heat insulation, waterproof and breathability. From the invention patent to the high and new technology achievements transformation project, and then to the science and technology progress award, this scientific achievement and honor is equal.

Not only in the field of professional clothes, but also in the daily dress of ordinary citizens.

In recent years, many foreign brands have shifted their production orders to Southeast Asia, but the Feida garment factory, which is on top of its clothing, is an exception. Zhang Yizong told reporters, including Columbia, Feida garment factory to undertake 20 well-known foreign brands fixed point production. "The production cost of Shanghai is undoubtedly higher, but the big brands focus on quality. They value the gold lettered signboard of the Feida factory -- the National Product Exemption inspection enterprise."

Of course, it is not enough to serve as a substitute for "dressing up". Last month, a new outdoor dress show in Renaissance Park was launched. The colorful and functional outdoor clothes are not foreign brands, but the independent brand "Un-usul", or 3U.

Although it is not early to enter the market, Zhang Yizong has great confidence in "3U": "one thing consumers may not know is that GORE-TEX is the first choice in China. Fabric Enterprises producing all kinds of garments. " He even had a more avant-garde idea: "in the future, you can try to implant a positioning chip in outdoor clothes, and it will be more convenient to find and rescue when you have an accident."

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　 fashion

"From out to come" blossom 11PARK

From the dare to think and dare to do, the innovation of Shanghai clothing group is not a "castle in the air", but a realistic pursuit based on the original advantage.

In this enterprise which originally relied on foreign trade export, import and export business accounted for almost half of the annual revenue, and exports accounted for 95%-97%. In the harsh environment of export, the way of "both inside and outside" was launched several years ago.

"The first export of fire-fighting clothes to foreign exchange has changed the pattern of foreign exchange earning based on OEM and OEM for many years." In Zhang Yizong's view, the independent intellectual property rights of the group can go out of Shanghai and go out of the country, which is the "change face" of the economic development mode driven by innovation.

Referring to "both inside and outside", there is a project that can not be ignored. It is Italy. Designer Brand collection shop "11PARK". A variety of texture delivery minimalism, white-collar women prefer small refreshing...... In the "11PARK" Sichuan Middle Road flagship store, the reporter saw a collection of Italian style and fashion, and the charming European fashion became very close.

Behind this trend of international fashion is the "plot" of transformation and upgrading of traditional foreign trade enterprises.

"Traditional foreign trade companies are familiar with international trade and operation procedures of customs entry in China, and have rich foreign customer resources." Regarding the original intention of building "11PARK", Zhang Yizong said: as a professional foreign trade enterprise, which has earned nearly 200 million dollars in foreign exchange earning and entered the top 500 list of China's import and export volume, the import and export companies of Shanghai garments group have a keen sense of changes in the foreign trade situation, and actively open up import and export trade business, and enhance endogenous growth momentum.

According to the reporters, some of the Italy fashion brands of "11PARK" have been the artistic directors of Louis Weedon, the world's first luxury group, and the pioneer of Italy's early cashmere knitwear. The brands imported by 11PARK are all sent to Europe by a senior designer with a strong purchasing team. They are located in 100% of the total imports, highlighting the design concept, manufacturing and global leading fashion concept.

At present, in addition to the flagship store in Sichuan Road, "11PARK" has opened 3 stores in the Shanghai Moutai Road clothing business building, Huaihailu Road business circle and the certificate, and other stores and franchised stores in other parts of the country, including Qingdao, are also being built, and will gradually become the brand mark of entering the international track in the future.

　 service

On top of the city, orlies sold 150 million last year.

It is worth noting that, while the foreign trade situation is grim, the domestic market is not optimistic. Over the past two years, the performance of many retailers in Shanghai and even across the country has declined. In order to open up the whole industry chain and support its own brand, the upper garment group developed and built a retail terminal service platform, and sought a breakthrough through dislocation operation.

In September 2011, the city hall opened the 9 floor of the Dragon dream shopping center in the Zhongshan Park business district, operating an area of 3000 square meters, and officially entered the orbit by 2012.

"Last year, the city of orlies has made 150 million yuan and accumulated about 2 million 500 thousand people. Zhang Yizong said with a smile that the advantage of serving the city's outlets is misplaced management, which is not only a management feature of the Dragon dream, but also a distinctive service brand in the service brand group. It has become a highlight in the transformation of the producer service industry and the breakthroughs in the exhibition industry.

According to the reporter's understanding, serving the city's outlets is the main purpose. Clothes & Accessories shoes The hat is famous for its affordable price. In addition to its own brand, the service platform also assembled a number of foreign trade factory brands, and went to the retail terminal in the form of direct sales.

For the "counterattack" of the city's orlies, insiders say: "under the circumstance of bad economic environment, the service platform reaches the most needed place in the market, occupying a certain market share and serving the city to find the way to survive."

To serve the city is only one of the service platforms of the upper garment group. "Serving Yoobao will be famous for 3 years, and there are two outlets in Yangpu District and Zhongshan West Road. Of course, we have to open up shop channels to extend different products to different audiences." Zhang Yizong believes that the brand and product positioning determine the platform it needs. "For example, in addition to the fire fighting clothing, we also produce professional clothing such as security clothing, which requires door-to-door, door-to-door sales, rather than ordinary retail channels."

Two years ago, at the beginning of the implementation of the 12th Five-Year plan, Upper garment group We will actively explore the domestic market. Through a multi-channel service platform, last year, such a "transcript" has been harvested: the proportion of domestic trade has risen sharply, and domestic sales have totaled nearly 1.42 yuan, an increase of 52.48% over the same period last year.

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　 dialogue

TALK

Innovation is the only way for the development of traditional enterprises.

Zhang Yizong, general manager of Shanghai garments (Group) Co., Ltd.:

Reporter: as a big parent of a traditional enterprise, how do you understand the transformation of innovation?

Zhang Yizong: innovation and transformation is the only way out for the development of traditional enterprises. If there is no innovation and transformation, there is no vitality for the development and survival of enterprises. So we are now building some platforms and doing some science and technology projects to improve our innovation capability. However, in the process of innovation, we must proceed according to the actual situation of enterprises and get rid of actual innovation. For example, 11park is an innovative project based on the original foreign trade resources.

Transformation is actually a "forced mechanism" for the market. In today's market, if the traditional enterprises do not think about transformation, they will sit back and wait for death. Driven by the "forced mechanism", we gradually find a way to match enterprise capabilities and market demands. This road may not be what we used to be. We need to explore transformation so as to make it more suitable for the market.

Reporter: in specific terms, what platforms and projects are the focus of innovation and transformation in practice?

Zhang Yizong: the upper garment group has a history of more than 60 years. Our brand has market potential and market demand, so the opportunity for development is still in the main business. This year, we set up a brand management committee, which is directly responsible for the board of directors of the group. This move is to seize the main business opportunities and promote development with brand support. There are many clothing brands and service brand platforms under the group. The comprehensive coordination mechanism of the brand management committee can break the barriers of each array and fully integrate and mobilize all kinds of resources.

In addition, dislocation management is one of our transformation ideas. To highlight its own characteristics and find another way, for example, the city of orlies has found a unique market segment and consumption level in the Zhongshan Park business circle.

Reporter: transformation and innovation need talents to be realized. In terms of talent cultivation, what kind of exploration is there for the group?

Zhang Yizong: excellent human resources and talents are the foundation for supporting the development of enterprises. On the one hand, we have boldly opened up outstanding young people, implemented the "assistant system" and "hang on duty" and so on, so that capable young workers can work hard and carry out solid tasks, so that every team has young cadres under 40 years old, so that the age structure of the leading group of enterprises has improved significantly. On the other hand, we should play the leading role of typical demonstration at the same time, for example, summarize and set up many outstanding advanced models. In addition, we also train talents through project training, attach importance to the implementation of diversified and individualized education and training, and strengthen the building of innovative teams.