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Shishi Clothing Enterprises Embark On The "Buyer Brand" Road

2010/8/25 10:11:00 88

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Huaxiang clothing company has expanded its brand Irock brand this year. Currently, there are more than 300 kinds of counters and exclusive stores in the country, and there are specialized shops in the first tier cities of Beijing and Guangzhou.

It is worth mentioning that the brand of Huaxiang clothing is effectively borrowed from external R & D capability, that is, the newly popular "buyer brand".

In fact, in the past two years, there are many "buy brands" in Shishi, such as Jim of the west, the blue sky of Huaxiang, the blue sky of Dongpu, the Kou Kou of emperor, and the OMN of the international wheat park.

It is understood that at present, such as Shi Ya, Huang Bao and other stone lions many well done brand clothing enterprises, in recent two years have been different degrees to embark on this "buy brand" road.

In May this year, a specialized clothing research and development organization came to a brand clothing enterprise in the city, and brought several samples to choose from. 3 of them came to light.

The company bought the 3 samples and made some modifications to the market, which turned out to be very popular.

The brand clothing company has trained more than 20 R & D personnel in the past, but most of the designs have not been able to catch up with the market.

When the boss calculates the bill, buying the sample clothes is more cost-effective than training the huge R & D team.

AI Deng Bao

Chairman Tian Qiming said: let professional people do more professional things, this is the further division of the industrial chain, and the further integration and accumulation of resources. This pformation is the inevitable trend of the development of the garment industry to a higher stage.

Research and development specializes in fashion color, edition change, fashion popularity and technology popularity; brand clothing companies specialize in brand operation, promotion and brand incubation; production enterprises specialize in production process technology, and produce the best quality clothing with the least resource cost.

According to analysis, buy style or dress in the past

Shishi Costume

Enterprises also have, but generally appear not to do.

brand

The clothing enterprises do not have their own research and development strength.

But now the "buyer brand" is different, which is the initiative of some brand clothing companies.

As the division of labor in the industry is more detailed and professional, the degree of polymerization of professional talents is more concentrated. Brand clothing enterprises no longer need to establish a large R & D team, as well as information collection and market investigation system around the development of styles, depending on the professional R & D strength of different studios, selecting and sampling, buyout single style patents, and making modifications to the production enterprises to make them into the market.

In a sense, the emergence of "buying brand" accelerated the integration of resources in Shishi garment industry chain.

At present, Shishi has more than 30 companies specializing in garment research and development, such as Ou Shang clothing, Rome, and so on.

There are also a group of enterprises that are unable to create brand to turn into professional production and processing.

It is understood that at present Shishi more than 20 large scale brand clothing enterprises, mostly in the city, there are 4 to 6 more excellent clothing processing plants.

The relevant person in charge of the city textile and Garment Industry Association believes that after more than 20 years of development, Shishi garment industry is bound to change in format, and this is also in line with the international trend.

From production and sales to R & D, production and sales, and then to the professional division of labor, from OEM to original brand, and then to the "buyer brand" that integrates resource advantages, Shishi garment industry is achieving "three level jump", and this jump process is actually the process of industrial pformation and upgrading.

The pformation of the format and further division of labor in the industry will promote the accumulation and integration of resources such as professionals, and promote the further division and refinement of the industrial chain, and the most economical use and use of resources to achieve the best economic benefits.

Related links: the so-called buyer brand refers to those who have their own design department, but also rely on buyers to buy ready-made styles, and combine them into a series of products, forming their own style, then outsourcing processing, affixing their own trademarks for sale.

The advantage of this is obvious: it shortens the cycle of product operation, saves energy, reduces costs and risks, and improves market responsiveness.