Western Camel Ke Xia Ming: Clothing Should Have More Cultural Connotation

< p > October 11, 2013, the western region camel dress Co., Ltd. was officially listed on the Frankfurt stock exchange of Germany, < a href= "http://www.91se91.com/pioneer/" > Listing < /a >. "IPO can be listed on the whole capital market and the stock market is not optimistic. This is an adventure and requires courage." A well-known clothing brand consultant told reporters that adventure is the nature of entrepreneurs, and the head of the western region camel Ke Xia Ming follows fashion and is conscientious about clothes, which is absolutely a legendary figure in China's clothing industry. < /p >
< p > for Ke Xia Ming, from 26 years old into the clothing industry, it has been nearly 30 years, and never "empathize with others". "I have done all the links from R & D, production and sale of clothing, from small factories to factories, and then to western region camels. It is not easy to come all the way." Kouxia Ming told his own experience in the clothing industry. At that time, Shishi garment industry had just started. From the original family workshop and the rural distribution center to the present Chinese leisure clothing city, from OEM production to its own brand, from business clothing to fashion casual wear, it has gone through an extraordinary course along with it. It has also experienced ups and downs. < /p >
< p > < strong > fashionable youth, striding into the garment industry < /strong > /p >
< p > Ke Xia Ming was born in a rural family in Luoshan, Jinjiang. It grew up in the land that had been contaminated by hundreds of years of Shanxi Merchants' culture. Perhaps it was because of the influence of Minnan culture that he suffered from childhood. Although his family was poor, he started his own business with the most primitive idea of getting rid of poverty. However, it is not easy to start a business. The first battle of Ke Xia Ming chose to join a stone lion plastic factory. However, at the time of extremely unfavorable conditions, the plastic plant finally had to shut down. The first battle defeat made the Ke Yan Xia, who was full of entrepreneurial passion, realized the hardship of < a href= "http://www.91se91.com/pioneer/" > entrepreneurship "/a". < /p >
After "P", Ke Xia Ming entered a unit of stone lion. He was very stylish, wearing a famous brand, and he was called a fashion youth by his colleagues. "After the reform and opening up, many overseas Chinese in Hongkong, Taiwan, Southeast Asia, and their fellow countrymen Shishi kept bringing their unsuitable or worn clothes to their homes. At that time, the authentic apple jeans brought back from Hongkong cost more than 20 yuan, which greatly stimulated me." Ke Xia Ming said, from then on, I formed a strong brand name complex in my heart, which had a very big impact on my later clothing business. "At that time, the upstream and downstream industry chain of Shishi clothing had developed relatively well, forming a certain scale, and the love of famous brand clothing made me enter the garment industry." Ke Xia Ming told reporters that this year he co founded a garment factory in Luoshan, Jinjiang. At that time, there was no fashion in the market. Men's clothing was still dominated by commerce, which made him see the bright future of fashion men's wear. < /p >
< p > strong > three degrees, borrowing the potential to lay the foundation for creating a brand. < /strong > < /p >
At the end of the 1980s, Shishi clothing industry was still in a state of confusion, and many garment factories did not pay much attention to the quality because of the very popular clothing products. P At this time, Ke Xiaming, who went to Shishi alone, insisted on the idea of quality first. He imitated some world famous brands to make fashionable clothes with quality. He specialized in producing jackets with good quality and high price. The average price was 40 yuan per piece, almost the same as those imported from Hongkong. Subsequently, Ke Xia Ming set up his own team and registered the brand. From then on, he started the "a href=" http://www.91se91.com/pioneer/ "brand cooperation" /a road. < /p >
In the early 90s of last century, he led the team to make OEM processing for the leading clothing enterprises in Quanzhou at that time. This is the first time that he has cooperated with the brand enterprises. "At this time, business men's wear has only begun to form a scale. Most people have yet to smell the new market of fashion men's clothing." Ke Xia Ming said that at this time, he had shifted more energy to the development of fashion clothing products. < /p >
By the end of 1995, at the end of P, the cooperation with the seven wolves increased the strength of Ke Xia Ming in the clothing market steadily. With the abundant financial strength, he felt that the time to operate the brand independently was ripe. After the end of the cooperation with the seven wolves, the question of whether to rent or operate the brand is put on the agenda by Ke Xia Ming. "At that time, the textile and garment industry in Quanzhou has begun to enter the stage of brand operation. Business men's clothing is the leading direction of the operation of men's clothing brand enterprises and thrived in the market." Ke Xia Ming said, if this time the brand operators fashion men's clothing brand, it will be very difficult, after a thorough analysis, in order to maintain stability, he finally decided to partner with the trader Shishi a brand men's clothing business, since 1998, it has been 7 years. During this period, under the strategic planning of Ke Xia Ming, the brand opened the first place of franchising monopoly, and the sales performance and monopoly network steadily increased. In 2003, due to the continuous research and development of fashion apparel products and the promising market prospect, he registered the "western region camel" brand in 2003, positioning a http://www.91se91.com/pioneer/ "fashion men's clothing > /a". < /p >
< p > < strong > establish fashionable men's wear brand and start cross-border marketing < /strong > < /p >
< p > 2005, because of the intellectual property rights of the men's clothing enterprises in partnership with the partners, Ke Xia Ming had to choose to terminate cooperation. Faced with the dilemma, he immediately summoned the heads of the national agents and 3 branch factories to explore the prospects for the development of enterprises. He decided to use his marketing network to create brand independently, starting the brand of "western region camel" registered in 2003, and carrying out joint operation and joint operation. "At that time, the differentiation of Chinese men's wear brands became more and more important. I positioned western regions camels as fashion casual, colorful and casual casual men's clothing. Fabric selection, style design and color matching all showed the fashion, modern and trend flavor," Ke Xiaming said. < /p >
< p > with the completion of a series of preparatory work and careful planning, the camel brand in the western region has been deeply impressed by the public in just three months. In April of that year, the spring and summer products of camels in western regions appeared in more than 500 stores and counters nationwide, with sales exceeding 100 million yuan. < /p >
The camel in the western region has been firmly established in the domestic market. In order to make the western region camel to be the dress guide for modern fashionable men, Xia Ming thought that the advanced international trend resources must be introduced to enable the western region camels to go to the world fashion stage. P At this time, just when NBA went to China to open up the market, he resolutely decided to reach a strategic partnership with NBA. "Western region camel has been established for decades since the establishment of NBA, and is another important partner after NIKE, Coca-Cola, McDonald's, NOKIA and other famous brands. This is also the first time NBA has ever formed a strategic partnership with China's casual men's wear brand." Ke Xia Ming told reporters that this break the Convention, men's wear brand and sports industry's cross-border marketing mode, at that time caused the whole industry's discussion, and the western region camel's reputation in the industry has been thoroughly started. Since then, in cooperation with NBA for three years, NBA has been a marketing promotion platform, and the western region camel channels have been large-scale expansion. < /p >
< p > < strong > IPO listing, docking European fashion < /strong > /p >
No matter what the P has done for a long time, the persistence of fashion for many years has finally made a great breakthrough in the 2012 China International Fashion week. The camel in the western region has been on the fashion week with the posture of the leader of Chinese fashion casual men's wear. In October 11, 2013, the western region camel officially released on the German Stock Exchange of Frankfurt, which showed strong growth momentum. On the first day, the share price rose to 2.7 euros from the issue price of 2.1 euros, or nearly 30%. This result made Ke Xia Ming feel more confident in "building men's casual wear and dress experts". < /p >
Speaking of the German listing, P pointed out that the listing is a new starting point for the camels in the western region. On the one hand, raising funds will give impetus to the future development of the brand, and on the other hand, the resources that European investors can pass through will be applied to the construction of their own businesses, such as product research and development and brand management. Through the pull of European investors, docking the resources of European fashion industry to build a better "a href=" http://www.91se91.com/pioneer/ "platform" /a for the future brand development of the western region camel. < /p >