Sanna Occupies The Largest Market Share Of China'S High-End Female Package

"This is the best cortex."

De Jin Industrial Development (Shenzhen) Co., Ltd.

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A complete ostrich skin is being carefully examined. Once the defect is seen, mark it with a pen so that it can be "bypassed" when cutting.

The reporter went to the industrial park in Xili, Nanshan District, and saw a piece of raw leather processed by hundreds of processes, in the craftsman's dexterous hand.

Female bag.

Finally, these women's bags, representing the highest technology in China, are placed on the shelves of major shopping centers at home and abroad, competing with world-class women's bags.

"Our goal is to build China's" Hermes ".

De Jin Industrial Company official told reporters.

The "China's Hermes" in his mouth is the "Dizon" brand that currently occupies the largest market share of domestic high-end women's bags.

"Good skin, good work, break the market."

In charge of the interview, the director of Tak Jin Industrial Company spoke happily, which is the secret of Sanna's success.

In the 90s of last century, the entrepreneur of the company began to set foot in the women's bag industry with the attitude of "seriously making leather goods".

Their desire is very simple: "to make leather goods with the spirit of craftsmen, all of them are attentive.

As long as we are ready, someone will appreciate our things. "

Xiao Xue, editor in chief of the authoritative fashion magazine, not only attended the Shenzhen fashion week with the DISSONA Starpack, but also visited the holiday shop in Yitian, Shenzhen, DISSONA.

The simple craftsman spirit has made Sanna.

At first, this brand of women's bag was sold only at the ordinary leather counters in Shenzhen Tianhong mall.

Because of its excellent quality and fashionable design, it soon came to the fore in many leather products.

In the late 90s, Sanna began to carry out branding operations and set up his own stores in key cities throughout the country. Up to now, he has developed to have more than 300 stores.

"Early sell price ratio, now sell value."

The few words of the responsible person hit the nail on the head.

As a big exporter of luggage and bags in the world, China produces more than 20 thousand bags of 1/3 worldwide each year.

However, most of the enterprises only do OEM business of OEM. They have low profit margins, lack of autonomy and adaptability.

If you want to tear up the label of OEM, you must create your own brand, win the market and win respect by quality and fashion design.

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However, it is not easy.

In a huge market with hundreds of millions of consumer groups, the high-end market is almost completely occupied by international brands.

Under the influence of "Shanghai Fashion Culture" and "follow consumption", it is hard to believe that the bag with brand influence, excellent quality, elegant fashion design and first-class workmanship can come from a local enterprise.

In the fashion week of Shenzhen in March this year, as the only leather product brand in fashion week, DISSONA's big show was well received by the industry.

In addition, Jimmy Choo, the master of footwear industry hall, went to the show as a brand friend. Jimmy Choo said that he was delighted to see the change of Chinese brands. In DISSONA, he saw not only the fashion of keeping pace with the times, but also the spirit of craftsmen who had no fear of hardships and intensive cultivation.

Yuan Hong and Xinyi Zhang's wedding blockbuster chose DISSONA mirrored fireworks series of high heels, and lovers chose the DISSONA hot pack in recent seasons.

But Sanna did not disappoint.

With independent innovation and increasing investment in research and development, the women's bag made by artisan spirit in the adversity has always been the leader of the same kind of products in the domestic market.

"Occupy the Highlands, use high men."

The person in charge said that since 2010, Sanna began to take the international route, and worked with first-class designers and craftsmen in France, Italy and other places to launch a series of women's bags with international fashion, which soon became famous.

Today's Sanna has become the "Chinese power" that the international fashion industry can not ignore, and is changing the exclusive pattern of high-end brands in women's bags only for European and American enterprises.

The introduction of international designer and craftsman led to a qualitative change in Sanna.

The landmark event is that the company hired Thomas, the senior craftsman of the original Hermes, as the chief cobbler craftsman, and set up a senior ordering workshop to upgrade the bag production level to the highest level comparable to the world-class standard.

Thomas has come to Shenzhen.

Not only did he bring himself, he also brought the world's first fashion design concept.

Together with the international leather industry has the most deterrent saddle stitch, oil edge, cutting, shaping and other national treasure master craft.

Thomas imparted these techniques to his Chinese disciples selflessly.

{page_break} more importantly, the meticulous craftsman spirit brought by Thomas has been inherited here.

"If a design or production is not satisfied with Thomas, he would rather cut it with scissors than he would go out of business."

The head of Tak Jin company said.

The Sanna bag with "European ancestry" soon won the favor and patronage of fashion fads both at home and abroad.

A red classic "secret seal" female bag was taken to pop star Yang Mi's cover after the completion of the last working procedure.

This work has condensed Thomas's efforts for two years, and its iconic circular gold seal seal hardware represents the ancient seal of the seal.

"Secret seal" has become one of Sanna's Classics.

Since then, Sanna has been receiving numerous orders for advanced customization.

In the fashion world, most developed countries have their own classic fashion brands.

France's Hermes, Italy's GUCCI, Britain's Burberry, Spain's LOEWE, Germany's BOSS and so on.

Even the United States has COACH.

China should also have its own fashion brand.

We hope that in the future, when we mention the Chinese fashion brand, the first thing we think of is Sanna.

The head of Tak Jin Industrial Company said that what they need to do is to create China's fashion brand, make progress from China to China, persist in originality, and reject "Shanzhai".

"Chinese brand and Chinese design, that's what Sanna is doing now."

The person in charge said that he should continue to introduce international talents while taking the international route, and at the same time foster a local design team with international vision.

"We should also change the concept that Chinese design is not" Chinese design "but" absorbing the top talents in the world and making use of it. "

We are confident to expand the brand industry chain.

Sanna is confident.

According to the person in charge, its brand positioning is elegant, independent and intelligent.

As for "independence", Sanna described it as follows: "behind a successful woman, there must be a good bag."

The woman who buys Sanna is not for the sake of vanity but for confidence.

With this confidence, Sanna's operators and designers are determined to expand their brand chain and career.

According to the development path of international brands, most of them first make bags, and then advance to shoes, fashion and other fields. As long as women bags are ready, and then enter other fashion fields, they can get twice the result with half the effort.

Sanna also wants to extend his brand industry chain, which is expanding its capacity.

It is reported that the new factory of Tak Jin Industrial Company has settled in Songshan Lake, Dongguan, covering an area of 75.2 mu, and its annual output value will reach 2 billion yuan after commissioning.

In the de Jin Industrial Shenzhen headquarters building, the reporter saw the sand table model of the new factory.

This is the creative work of the famous American design team.

From the height of the overlooking, the whole factory is like two pairs of hands pointing fingers, meaning to create the future of Sanna by hand.

The new plant will assemble the world's most advanced production equipment with world-class leather designers.

"The goal of Tak Jin is to build Sanna's leather product into a century old brand and build the factory into a world-class industrial park."

De Jin Industrial Company official said, hope that the new factory can complete the inheritance of Sanna brand, especially for the descendants of migrant workers to find a sense of belonging here.

The factory has living areas, basketball courts, entertainment rooms, theaters, The Inn Boutique and other supporting facilities. Employees can enjoy the joy of life without leaving the factory.

Respecting labour and respecting labourers are also the values of Sanna established in the course of building China's fashion brand.