Clothing Enterprises How To Take The Road Of Pformation

Enhance the quality and enter the domestic market, small and medium-sized enterprises strive to pform and upgrade.

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He further said that small and medium-sized enterprises moved out of their own businesses, almost broke away from their partners and customers, and failed to keep up with their raw materials and other services.

So the best way is to upgrade locally.

In fact, many places have started upgrading.

For example, Jintan, Nantong clothing export processing enterprises, single type to high-grade, high prices, high value-added.

Before that, the proportion of mainland goods was too large, large volume, low price and low profit accounted for about 80% of the total volume.

In the Kunshan factory of CHENFENG group, the orders with gross margin less than 30% were not answered; some enterprises even gave up orders for famous brand products such as Anta and XTEP, and all the processing capacity was used to meet the production of Japanese orders with higher profits.

At the same time, CHENFENG also vigorously strengthened the design capability and set up a R & D center. At present, there are 13 designers and 17 editions of teachers. The business mode is gradually changing from OEM to ODM.

Nantong East Di Textile Co., Ltd. also paid high salaries to hire European designers, strengthen product development, and constantly launch new brands.

At the same time, we have done a lot of work in stabilizing customers and selecting customers.

At present, the outdoor brand of the company's outdoor brand has entered the market in 5 dimensions, and has been directly engaged in 18 cities nationwide.

In addition to improving the quality of production, many enterprises turn to domestic sales.

"This year is really bitter."

Xu Donghong, chief executive of Zhejiang Lanhang Garments Co., Ltd., said that the new Deliffe brand in 2011 was its pformation.

However, processing plants excuse the high cost of labor, to raise prices, Xu Donghong can not help, only half of the money, and get a lot of goods that do not meet the standard.

"I went to the court later, but the factory was disbanded."

"At the same time, many agents disappeared directly after receiving the goods," she said.

Nevertheless, many enterprises have joined the

Nantong Xianfeng town Shuang Sheng Clothing Co., Ltd., after market research, shifted the export processing mode to the outdoor products with higher added value, and set up the five degree space technology development Co., Ltd., which is facing the domestic market.

At present, tengxu dress master Xu Yunxu is not building factories and recruiting industrial workers, but running for the promotion of Wenzhou clothing development building platform.

In fact, since 2009, since the Wenzhou garment development building was put into use, dozens of large domestic and foreign trade docking seminars and dozens of seminars have been held.

"Wenzhou enterprises generally lack their own brands, especially those unable to quickly connect the market and R & D."

Xu Yunxu said that the clothing building is to bring people together to form scale effects and production and marketing advantages, and develop towards the two ends of the industrial chain.

Tengxu's clothing has been basically outsourced to foreign manufacturers. The independent brand TRACE is also looking for domestic foundry.

Like Xu Yunxu, a clothing company in Nanjing, Jiangsu, is cutting down its own workshop. This is a factory that started in the early 90s of last century and began to sell domestically.

Mr. Wang, the boss, said: "our next priority is to expand our stores, Direct stores and franchisees to double this year."

The Xinyi underwear of the South China Sea launched its domestic sales plan in 2005.

From 2005 to 2010, the proportion of the domestic sales of the company increased from 5% to 10%, 15%, 20%, 40% and 55%.

Similarly, the doctoral frog listed on the main board of Hongkong stock exchange has undergone a pformation process.

The original doctor frog is also doing.

The turning point appeared in 2005.

At that time, Harry Porter's fourth global synchronized release.

Through the negotiation, Dr. frog got Harry Porter's brand authorization, and designed the children's clothing style and sold it at the terminal.

Immediately after that, the doctor frogs 7 authorized brands such as tennis prince, NBA, Manchester United and Juventus.

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Then in 2008, Zhong Zheng registered the brand "Baby2" in Japan, commissioned the Japanese OEM processing, and focused on building brands and channels.

An excellent brand of children's clothing has been made.

As for other enterprises, Shun Mei is the first to encounter the problem of product design in expanding domestic trade.

"We used to make suits only, not focus on R & D design. Now, besides the western style clothes, tie and men's clothing, try to enrich the products so that customers can feel that we are not just suits, but men's clothing and lifestyle."

Shun Mei boss Xue Baojin said.

Before the pformation, there were only 35 designers in the United States of America. After enlarging the domestic trade, the United States introduced designers from Italy, and now there are 15 designers.

At present, designers are also required to take part in ordering meetings, and often go to stores to understand customer needs.

At the same time, senior designers will be sent to Italy for training.

In 2011, Xue Baojin, general manager of Shun Mei, announced: "Shun Mei has completely completed the pformation from production and operation to brand management, and gradually expanded the domestic market.

"I think that if we develop the product well and expand the network, we are not afraid of nowhere to process."

Long Dafei, chairman of the board of directors Lu Xianglong, said he now focuses on product development and network construction.

So, while improving his performance, he set up a R & D team of nearly more than 90 people and launched the "strong horse" brand. More importantly, he established the trinity of "integrity interest community" among enterprises, franchisees and consumers.

Chen Zhigang, relying on "100 percent", launched the "Bena Chuan", trying to break the single agent mode, and tried to join. In October 2009, it opened a terminal store in Lianyungang, Yancheng and Wuxi.

In 1997, under the impact of the Asian financial tsunami, Dayang group also gradually developed from OEM mode to ODM, that is, the original designer, and design and produce products according to the specifications and requirements of other manufacturers.

Then, on this basis, Dayang began to create its own brand "creation".

When the financial crisis arrived, Dayang had a more solid foundation.

Dayang set up a production line for this purpose, and began building a single volume single cut company - Airfreight, air pportation, delivery in one week.

At the same time, Dayang launched the direct selling brand YOUSOKU (coolg tribe).

"Now the era of OEM has passed, that is the" weeds period "of textile and clothing. Now domestic enterprises are developing brands, which is" Bush period ".

Snow lotus general Li Dongsheng said.

In 2004, we seized the opportunity of restructuring state-owned enterprises, Beijing Saussurea wool textile group company, Beijing Fashion Textile Co., Ltd. and Kai Xin (Hongkong) Co., Ltd., and jointly established Beijing snow lotus Fashion Textile Co., Ltd.

At the beginning of its establishment, the company was based on two domestic and international markets. On the one hand, it cooperated with ZARA and other international brands. On the other hand, it pursued international fashion and concentrated on the design concept of fashion designers.

In the same way, Saussurea not only won the trust of customers, but also promoted the growth of enterprises themselves, and now enterprises begin to pform from OEM to ODM.

At the same time, the government has begun to actively promote.

Dongguan has formulated the "1+26" policy framework - 1 general opinions and 26 supporting policies and measures to promote the industrial structure adjustment and pformation and upgrading of the whole city.

Among them, on the platform construction, Dongguan and Hongkong TDC cooperative enterprises take part in large-scale exhibitions at home and abroad; the "export business domestic marketing guidance program" held jointly with WAL-MART for the exhibition week: cooperate with Alibaba, set up "Dongguan manufacturing" special zone and organize "Expo" on the online trading platform.

Transformation is not simply domestic sales, but also the pformation of products in the international market.

But it's not easy to make a brand.

A clothing boss who was still working on the foundry sighed to reporters.

He tried to create his own brand, but because of lack of experience, the funds were exhausted, and the brand still did not improve. Finally, he had to give up.

In fact, Chinese and foreign brands have started a new round of fighting in China.