Transformation Of The Leading Western Clothing Leader Yang

In the exploration of the pformation of many garment enterprises, the creation of Da Yang has some representativeness.

Public information shows that

Founded in 1979, it was the first batch in China.

The main business of the production enterprise is to produce and sell high-end clothing. At the beginning of its creation, it relied on OEM mode (brand foundry) to gain a firm foothold in the industry, and became the largest export garment enterprise in China's western-style clothes export.

But the market is external and relies solely on foundry.

The risks involved are also great. "With the fluctuation of exchange rate and the weakening of the overall international market economic environment, the company's external environment is very obvious."

A garment industry analyst pointed out that the growth of gross profit margin is limited for companies simply subcontracting to enterprises.

Realizing the bottleneck of this business mode, Da Yang began to cultivate its own brand.

In 1995, it launched the TRANDS (Genesis) menswear brand. "This is also the beginning of the first batch of OEM enterprises in China to explore their own brands."

The above analysts said that the creation of brand positioning in the male high-end customers.

But the pformation of the business mode can not be achieved overnight. The other impact of the export-oriented economy on Dayang's creation is that after the financial crisis in 2008, because of the change of the international economic environment, the domestic clothing enterprises frequently encountered shop closures. While the sports brand Lining encountered, the crisis of the clothing enterprises quickly exposed.

Compared with the same industry, the impact of Da Yang's creation is relatively small, but the situation of high speed growth has begun to fade.

The company's open financial data show that in 2008, the company's revenue was 895 million yuan, net profit after deducting non profits fell to 55 million 20 thousand yuan.

Previously, the two data were 819 million yuan and 65 million 840 thousand yuan respectively.

In this situation, Da Yang started the strategy of multi brand operation, while the market plan shifted from a single overseas market to the domestic market.

Since 2010, in addition to the creation brand, the company has set up YOUSOKU brand, the former mainly attacking the domestic business attire customization market, the latter positioning young fashion group, extending the high-end brand of the creation to the middle and low end market, forming a comprehensive coverage of the men's wear market.

The chances of success of these strategies are still linked to the environment of the industry.

"However, the industry sees this year as a turning point in the apparel industry."

The above analysts pointed out that from the economic indicators, China's clothing industry as a whole shows signs of warming.

"Our biggest core competitiveness is rooted in the garment industry for more than 30 years, and is very familiar with the clothing industry."

Li Guilian said frankly, the fine management and production mode accumulated by the company is more conducive to the development of the company's single monomer business.

She said that the company had already arranged ahead of schedule with its own long and short boards, and the results are expected to be revealed in 2016.