Garment Industry Wants To Get Rid Of "OEM": Try To "Brand" By Way Of Electricity Supplier.

When

After being swept by the digital revolution, the traditional clothing industry is also facing new choices.

Shanghai Lichang garment manufacturing Co., Ltd. (hereinafter referred to as "Li Chang garment") has been renowned for its cashmere and woolen products. It has been working with Kenzo, Prada, Armani and other brands for many years. In 2017, the company began to build its own brand by the help of NetEase koala factory store. At the Wuzhen Internet Conference in 2017, NetEase CEO Ding Lei also wore a scarf of Li Chang's production. "Ding Lei and the same" quickly became the hot words of the Internet, and sold on the website of NetEase koala for 10 seconds.

Li Chang's production base is located outside the outer ring of Minhang District, Shanghai. Even in the suburbs, its labor cost is also facing increasing pressure.

"Like many sweaters, we are all artificially woven. The cost of light is two hundred or three hundred.

In the first ten years, we gave the brand to the foundry. After ten years, we still wanted to take the road of branding.

In recent years, Zhou Qi, general manager of the company, said in an interview with the economic news reporters in twenty-first Century that in the past few years, the company's self built brand has not improved, and has made many attempts to enter the shopping malls and online shops, but with little success.

High risk and high cost have become obstacles to the branding of traditional manufacturing factories.

At present, digital manufacturing has become an important part of the new round of industrial revolution.

Making changes.

Under the new manufacturing trend, pformation is imperative.

Both NetEase koala factory stores and Alibaba's Amoy factories have brought opportunities to these traditional manufacturing industries.

Factory to brand road

In the production workshop of Li Chang's clothing, in twenty-first Century, the economic report reporter noticed that it was full of posters, analysis forms, etc. from all the cooperative big brands.

Today, we also add the packaging and posters of the koala factory store in NetEase.

NetEase koala global factory store is located in the global brand incubator of high quality, and was officially launched in September 2017.

At present, NetEase koala global factory store covers 9 major categories, including clothing, mother and baby, home, personal care, sports, food and so on, and covers more than 200 quality factories in China, Australia, Italy, New Zealand, Japan and other countries.

Why do we need to hatch this plate from the business of e-commerce? Gai Zhenyu, director of the NetEase koala related department, explained recently to the twenty-first Century economic report reporter that from a large environment, the situation is that the entity manufacturing industry will develop towards quality.

"When we did cross-border business before, we found that the real production of many imported products in China, the manufacturing strength of these manufacturers can reach the first tier of the world.

In addition, in recent years, we have talked about the upgrading of consumption. It does not mean that we will buy fifty pieces of goods this year and buy five hundred yuan tomorrow, but choose the commodities that are more suitable for myself, more practical and more beautiful in design.

For manufacturing enterprises, opportunities and market maturity are facing a very good entry point.

In fact, as early as 2007, Zhou Qi was determined to develop his brand.

For international brand OEM, the risk is to reduce the quantity and reduce the price. The profit margin is very small.

In 2014, he registered the brand to prepare to enter the shopping mall, but found that some brands "lost more money and earn less."

At the same time, the rapid development of electricity providers is also affecting the traditional manufacturers' vision.

For Zhou Qi, he still faces pain points on the March line.

"If the quality of the product is too good and the level is too high, it will be difficult to find a matching e-commerce platform.

We initially tried to cooperate with another electricity supplier, but similar platforms only require low price and quality requirements are not high, which is not suitable for our positioning.

The quality of our products is the same as that of big ones, so it's better to sell directly, which will have a very high price performance for consumers.

Zhou Qi further revealed.

Whether NetEase's new consumption or Ali's new retail, the entire industry is accelerating integration under the online and offline, and reducing the intermediate links.

But let the factory go directly to the front desk.

Direct docking.

The difficulty coefficient is huge if we want to introduce new products and brands.

In the second half of last year, NetEase koala bought a global factory store program to find Zhou Qi's cooperation. The factory only needed to focus on its own design and production links, while the market test, channel promotion and marketing activities were held by the NetEase koala. Besides, the NetEase koala side would tell the manufacturers what characteristics and what prices of goods were better sold by big data analysis, and the latter would produce on demand.

In the early September of that year, Li Long made more than a month's worth of about ten million yuan products.

Factory shop was first launched.

Brand, the first batch of cashmere scarves went on the line after 10 seconds.

This is just a miniature of the pformation of traditional manufacturing industry.

Digital manufacturing integration

Past factories, though willing to use better raw materials and better cost performance on their own brand goods, can hardly convert the quality of products into brand trust.

In addition, technology penetrated into the traditional production process, and through the customization of C2B, there is still greater reaction.

During this year's World Cup, a Hangzhou enterprise specializing in the production of the mascot of the world cup needs to produce one million items in 15 days.

In the time of pressing situation, we found 30 factories in 10 provinces and cities in China through the platform of the scouring factory, and shipped the mascots to Russia on schedule.

Wang Hai, vice president of Alibaba, told reporters on twenty-first Century economic report that it is impossible for the manufacturing sector to be ten years away, or completely separate from the business.

"How much do you know about the customers? How do you know about the data? How do you apply more data means to enhance competitiveness? This is a problem that the future manufacturing and service industries have to think about.

You only have to keep a close eye on the customers before you know where you are going.

On demand production, the whole manufacturing process becomes more pparent and data oriented is irreversible.

"Certainty is important to us."

Fan Junjie, the shopkeeper of Taobao 13C store, told the economic news reporter in twenty-first Century that the store had a clear pre-sale delivery period. 15 days later, it was clear that there should be 5000 pieces, but the factory only gave you 2000. What can I do? It can only be refunded.

For factories, it is only an extension of compensation, but for online stores, it will directly affect customers' goodwill and evaluation of shops. A shop is likely to be hit hard by a new failure.

Therefore, intelligent manufacturing is not the negation of traditional manufacturing industry, but the upgrading of existing capabilities.

The key points are the intelligent pformation of the factory, the think union of the factory supply chain, and the connection between the manufacturing and the consumption.

At present, the factory has served 14 thousands of brands in the past year, and more than twenty-five thousand factories have received orders on this platform.

Hangzhou point stone apparel is the first digital factory to be rebuilt by Alibaba Amoy factory, and is also a "model factory" newly manufactured by Ali.

But when the economic news reporter walked into the stone business in twenty-first Century, he didn't notice too many high-tech products.

Yuan Wei, general manager of Alibaba's Amoy factory, explained that the change of hi-tech is not necessarily a good thing for small and medium enterprises. It needs not only large-scale staff training, but also high cost of pformation.

In the factory with two thousand square meters of stone, Ali set up more than 20 cameras, and the cost of pformation was 50 thousand yuan. "We hope that we can take a low cost and low invasion pformation way through visual analysis and data collection."

Obvious,

The participation of NetEase koala is changing the thinking of traditional manufacturers.

Jiang Xia, director of Semir's production system, told the economic news reporters in twenty-first Century that the biggest pain point in production is collecting data from factories.

"We use planners to follow up collection of categories.

No matter the Amoy factory, including some large factories used in the system, we can not achieve timely data crawling. Our crawling is manually collected.

Therefore, the improvement of digitalization in Internet Co is a great change to the industry.

On the road of branding, quality is undoubtedly the most important criterion, and the pursuit of profit requires these traditional manufacturers to have a long-term perspective.

Zhou Qi said frankly that profits will not be pursued in the short term, but the establishment of its own brand and the use of digital channel partners will surely generate more profit margins than the foundry business.