YISHION "Garment" To Achieve Industrial Upgrading

According to the Cantonese, the intersection of the central port road and the silver dragon road in Humen is close to the Pearl River tributary canal, which is very suitable for the economic and trade geomantic omen. In 1993, the Humen town government started the start work of "Humen clothing city" - building a large professional clothing store Fumin commercial building. It did not intend to regulate Dongguan's early disorderly Street clothing merchants into a group of legal wholesalers, and hatched out a number of Dongguan independent clothing brands. "YISHION" is a sample coming from the rich people. A group of Dongguan local private enterprises, YISHION group, is the first to become a sample of subverting the "East Dongguan model". It has opened more than 4000 "YISHION" clothing stores in the world, has 14 garment factories, sold its own brands to Southeast Asia, the Middle East, Russia and Ross and other international markets, attracted 500 professional designers from Europe, the United States, Japan, Korea, Hongkong and Mainland China, and also had a clothing quality testing center with a cost of 20 million yuan. The shop front is the eye of an enterprise. Guo Donglin, the owner of YISHION group, thinks that, just as people can understand the brand of an enterprise through the store image, "clothing is the eye of Humen. People can get to know Humen through the clothing industry." "It is indeed not easy for Chinese clothing to enter the international market. Now YISHION has entered the Southeast Asian market. This is gratifying. YISHION is determined to enter the world. Especially in European and American countries. " YISHION group designer Liu Yang said. Guo Donglin, like many private owners in Dongguan, came from the countryside in the countryside. Because he could not afford to pay for his family's poverty, he read that he had dropped out of high school and tried to sell timber on the local side. Guo Donglin was out of control and lost everything. In 1991, he went down to work in Guangzhou. After a year, he got acquainted with a clothing business friend and Guo Donglin tried again to do business. This time he switched to the clothing industry. At first, Guo Donglin just followed his friends to the Pearl River Delta garment factory to buy unmarketable warehouses. In almost two years, almost all the garment factories in the Pearl River Delta have been running around. In 1995, with his 5 years of hard work, Guo Donglin built his own small garment factory in Panyu, Guangzhou -- Dongyue garment factory. At this time, the clothing industry in Humen has already begun to grow. In 1993, the Humen town government built up the largest and most advanced clothing wholesale shopping mall in the country, and gathered thousands of clothing wholesalers to operate here. In view of the popularity of the rich people in the clothing industry, in 1997, Guo Donglin came to Humen, in addition to moving to Dongyue garment factory, also set up YISHION clothing company, stationed in the rich people's mall wholesale business. At this time, YISHION has gradually developed from the small workshop of the first more than 20 people to more than 80 small businesses. At the time when the second China (Humen) International Fashion Fair was held, Humen town launched the first 7 brands in Humen from the perspective of fully supporting private enterprises to become stronger and bigger. Guo Donglin, through the help of Humen Garment Association, squeezed its "YISHION" brand into one of the 7 major brands, so that the brand image of YISHION, which is famous for its young leisure routes, is cheap and cheap, and is famous for its variety of styles. In the second year, Dongyue garment factory rapidly expanded to more than 3000 people. According to Guo Donglin, the wholesale business of Humen clothing, which was built on the basis of fuming shopping malls, was very prosperous. Only "YISHION" clothing can be sold at most 70 thousand pieces per day, which can send 2 million pieces at most a month. Basically, there are over ten million pieces of clothing sold by merchants all over the country, and the profits are considerable. From this time on, Guo Donglin's dream took off from the "rich people". He began to plan to build more YISHION stores outside the "rich people". Sun Juncai, general manager of Humen Fumin shopping mall, said, "the rich people's clothing city" is the cradle of the millionaire's incubator and private entrepreneurs. In the past 10 years, thousands of millionaires have been nurtured, among which there are at least five hundred or six hundred outsiders. In addition to YISHION Guo Donglin, there is also a well-known national clothing brand "Song Ying" boss Wang Guo Bin. Nowadays, they have thousands of specialty stores and chain stores all over the country and around the world. The "Dongguan mode" breakout path began in 2000. When YISHION's old customers went to the fuming mansion for wholesale clothing, they could no longer find YISHION shops. At the same time, YISHION clothing company began to withdraw from the wholesale market as a whole except for the wholesale sales of export business, though it had to take the risk of losing many customers. At the end of the last century, the marketing mode of franchising is still a new term for domestic garment enterprises. Most of them still stay in the wholesale sales mode, but foreign brands such as Giordano have opened stores in China. In this regard, Guo Donglin believes that with the expansion of the brand share and the development of the scale of enterprises, the former wholesale mode of operation has obviously not adapted to the current situation. Joining the franchise and franchised business is the ultimate goal of clothing enterprises. When people engage in wholesale business, "YISHION" pioneers the development of monopoly lines, thus gaining market opportunities and grabbing the commanding heights of the market. This also allows merchants from all over the country to wholesale "YISHION" to become YISHION's first batch of franchisees. They bring YISHION brand back to local stores. Two years later, when the profit margins of wholesale and retail businesses were getting smaller and smaller, wholesalers turned to franchised and franchised companies, YISHION was already considering how to build a national brand. Guo Donglin has hired experts from international fashion brands and positioned YISHION as a casual wear for young people. From the aspects of design, advertising, planning, display, image and characteristics, he made a series of planning packaging for the YISHION brand, and chose Hong Kong and Taiwan stars Cecilia Cheung and Louis Koo as the spokesmen for the brand image of the enterprises. In 2002, "YISHION" set up a product quality inspection center at 5 million yuan. All raw materials and clothing needed to be tested and tested to conform to international standards. Then it was put into production and sale in the following years. After several years of continuous investment, the testing center was upgraded. This laid the foundation for YISHION to start the international journey from 2005. At present, the products of Dongyue garment factory are not only penetrated into developing countries such as Bahrain, Malaysia, Vietnam, Russia, etc., but YISHION YISHION also plans to open YISHION stores to Jordan and other Middle East markets. It should be said that YISHION is only one of the few samples to subvert the Dongguan model and take the lead in upgrading the industry. But its success may be a warning to the struggling Dongguan.