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Brand Dream Of Chinese Apparel Foundry Enterprises

2014/8/6 11:24:00 34

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Chinese Clothing Clothing Market Garment Foundry Enterprise Clothing Brand

the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

Ningbo's Fig group decided to make its own brand in 2006.

"actually, we tried to make a brand from 2004, but at that time we didn't have much incentive to persist. Until 2006, we made up our mind to make our own brand."

Shi Yun, chairman of the group, told reporters that although its own brand fig is still in the stage of continuous investment, in recent years, the fluctuation of the foreign trade market and the impact of manufacturing in Southeast Asian countries have made the enterprise finally determined to take the road of its own brand.

"Because China's foundry enterprises have no competitive advantage compared with Southeast Asian countries in terms of labor costs and land resources."

Less than P, clothing companies like fig facing pformation barriers are not the only ones in Ningbo.

Ningbo has always been one of the important clusters of high-end manufacturing and manufacturing in China's garment industry. Therefore, Ningbo has also assembled a large number of strong foundry enterprises. P

Along with the influence of comprehensive factors such as the environment of foreign trade and the rising cost of raw materials in recent years, the way to go in the future has become an important topic before these enterprises.

for this, the pformation brand has also become the choice of many foundry enterprises.

In addition to fig, Ningbo's ningao a target= "_blank" href= "http://www.91se91.com/" > dress "/a" has been focused on children's wear for many years.

brand name:

compared with fig, Ning Ao's clothing brand started late, and its independent children's clothing brand Simba Na was officially released in April last year.

"last year, we opened a total of 11 stores, with annual sales of about 10 million yuan."

Zhuang Shenghuan, deputy general manager of Ning Ao Clothing Co., Ltd., told reporters that Simba Na is still dominated by direct battalion. In terms of channels, brands are mainly shoppingmall and department stores.

In the view of Zhuang Sheng Huan, many years of foreign trade experience has helped P's development of its own brand.

"Ning Ao clothing has been making foreign trade in children's clothing products since 1999, which has led to the formation of a perfect chain of children's wear industry. We have strict control standards from weaving, printing, embroidery, product testing to production."

Zhuang Shenghuan said.

at present, consumers are more sensitive to the quality of children's clothing, which is obviously the advantage of Simba Na.

"in terms of the local children's wear industry, most enterprises still adopt the mode of inspection in the inspection of the accessories, but the possibility of carrying out the inspection is not large for the children's fabrics used by enterprises. Therefore, to ensure the safety of children's accessories and accessories, enterprises need to set up the process of quality control internally and establish their own testing laboratories."

Zhuang Shenghuan told reporters.

but in view of the current development of children's wear enterprises, there are obviously few equipped with quality internal control laboratories, which makes Simba Na confident of the brand's future development.

reporter visited the Simba Na children's clothing quality testing laboratory, and found that the children's clothing products were subdivided into several laboratories from the fabric, accessories, color fastness, chemical composition and so on, which made the laboratory of ningao become the designated quality inspection unit of geological supervision department.

Zhuang Shenghuan told reporters that at present, the quality inspection center of ningao clothing has not only tested its own children's clothing products, but also has commissioned many quality inspection for garments and other baby products produced by many external enterprises.

"the rapid development of children's wear market has attracted a large number of enterprises to rush to the market. Sportswear, women's wear and men's clothing enterprises are developing children's wear product line, and strive to get a share in the children's wear market.

Therefore, we must recognize the product in the children's clothing market and make sure that the product is differentiated.

although there is a strong technical team near, but Ning Ao clothing sales director Tang Xiaochun told reporters, to do a good job in children's clothing market, for new brand is not easy.

"Now the children's wear market with four cigarettes to describe it is not exaggerated, many sportswear, women's wear, men's clothing enterprises are developing children's wear product line, and strive to get a share in the children's wear market.

Therefore, if the new brand wants to do something in the current children's wear market, we must make the product differentiation.

Tang Xiaochun said.

for this, the same efforts are made to pform and build independent women's clothing brand.

"Ningbo is a large garment city, there are many men's and casual wear brands, but Ningbo is not a strong garment city because Ningbo still lacks a well-known clothing brand in women's wear."

Shi Yun told reporters that before, many well-known clothing enterprises in Ningbo had tried to make women's clothing, but eventually chose to give up.

"This is also related to the industrial atmosphere of Ningbo itself. The resources of Ningbo local women's wear designers are relatively scarce."

but this did not make the idea of making a brand from women's wear. Many years of foundry experience made fig intent on making high-end brand from the very beginning.

"Our brand positioning is 35 to 45 years old fashion business women. They are mostly executives and civil servants. They have higher requirements for clothing quality. We hope to achieve precise marketing of brands by subdividing customers' positioning."

Shi Yun said.

"P >, therefore, in the investment in product development, fig also invested heavily.

"P >" taking into account the local fabric in the post-processing and other aspects can not meet our requirements, so our clothing fabrics 70% to 80% are imported from abroad. "

Shi Yun told reporters that because the brand positioning group's high demand for clothing, and the women's clothing market itself changes rapidly, so the company needs to invest a lot of money in brand operation.

"In fact, our foundry business has been nurturing the brand business. Until now, the profitability of our own brand business is still being cultivated."

the pformation from the foundry to the brand is obviously not the fig family.

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"P >" as far as I know, many foreign trade enterprises before Ningbo began to pform into brands.

Among them, more than a dozen OEM enterprises are very similar to fig in positioning their own brands, but how to achieve the healthy development of their own brands is also a problem they will face.

Shi Yun said.

indeed, there are different requirements for enterprises to do foundry and operate brands.

When doing foundry, the enterprise only needs to control the production link of the product, and the brand has a higher requirement for the comprehensive ability of the enterprise's operation management, design, marketing and so on.

to this, Shi Yun admitted to reporters that at present, when the brand operates, fig finds that the enterprise is facing the dilemma of the lack of high-end professionals.

"Now, in order to find good design talents in Ningbo, high-end operators and management personnel are very difficult."

"P" Sinba Na is also facing the same problem in brand operation.

"our design team has seven or eight < a target=" _blank "href=" http://www.91se91.com/ "> designer < /a >. At the same time, we also have fixed cooperative design studio abroad, so the design of Sinba Na's current operation is not a big problem.

But we are still facing the problems of team, capital and brand orientation in the pformation of brand.

Zhuang Shenghuan said.

"there are different requirements for enterprises to do foundry and operate brands.

When doing foundry, the enterprise only needs to control the production link of the product well, and the brand has a higher requirement for the comprehensive ability of the enterprise's operation management, design, marketing and so on.

especially in terms of capital reimbursement, OEM enterprises and brand enterprises have quite different operation processes.

"before we did the foundry, we only responsible for the plant and equipment. After the completion of the processing order, we could return money in 3 months.

But it requires a lot of money to invest in the brand. Besides being responsible for the raw material purchase and processing and manufacturing, it also needs to control the product positioning, team formation and operation management. All these require enterprises to invest a large amount of capital continuously.

At the same time, if the enterprise product causes inventory backlog, it will also have a great impact on the enterprise's return period.

Zhuang Shenghuan told reporters.

at the same time, many foundry enterprises executives said that the operation and management of terminal shops is also a headache for the foundry enterprises of pformation brands.

Zhuang Sheng Huan takes the children's clothing industry as an example to tell reporters that the stores currently open in shopping malls must earn more than 2 million yuan a year to ensure that the revenue is flat.

"This performance requirement is relatively easy for adult clothing brands, because the price of children's clothing is relatively low, so for the new brand of children's clothing, there is still a considerable degree of difficulty in implementation."

women's clothing brand fig is also facing the same channel.

Shi Yun told reporters that channel cost has a considerable pressure on the operation of brand enterprises. Therefore, Shi Yun decided to adopt a sound strategy in the operation of fig women's clothing.

"I will give the shop a certain period of operation. If I have not made any money, I will choose to close the shop.

In the shop speed, I will carry out strict control, and strive to make the brand development more robust.

At the same time, Sinba Na and relevant officials of fig enterprises have indicated that the lack of talents in excellent management and terminal shops is an important topic that enterprises need to face after they are pformed into brands. All these require enterprises to invest a lot of time and capital in order to achieve P.

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although many OEM enterprises have launched their own brands one after another, but in the growth stage of their own brands, they rely mainly on the OEM orders to feed the brand development.

"P >," Shi Yun said, "many OEM enterprises adhere to the" foreign trade + brand "walking mode of two legs is correct, without the support of foundry business to provide funds, many enterprises' own brand business will be very difficult to develop.

Shi Yun told reporters that although the foreign trade environment in recent years is not very optimistic, the company's OEM business has been in a relatively stable development state. It still accounts for about 80% of the group's business and is also the main source of profits for the group.

although the development of independent brand is ambitious, the business structure of Ning Ao's clothing has not changed much.

Zhuang Shenghuan told reporters that at present, its OEM business also accounts for about 9 of the total business of the enterprise.

although the business structure of the OEM has not yet been greatly adjusted, the heads of fig and Ning Ao costumes have told reporters that with the sluggish foreign trade environment and rising costs, more and more OEM enterprises will invest more in the development of their own brands.

for this, Zhuang Sheng Huan told reporters that in the future development of Simba Na, it will continue to adhere to the strategy of differentiation.

"This differentiation is not only a product style differentiation, but also in the brand service, emotional differentiation efforts, after all, these are the core of brand development in the future."

for fig, although the "a href=" http://www.91se91.com/news/index_f.asp "brand" /a "has been in constant exploration, development test and adjustment stage in the past two years, Shi Yun told reporters that he would still not choose many brands of blind expansion of development initiatives.

"I will not launch many brands at the same time, like many brands, and will not blindly open stores in order to improve sales performance.

If a brand is not good enough, what is the meaning of pushing more brands? I hope I can take every step of my own brand steadily.