Shaoxing Fabric Merchants Choose New Clothing Brands

Shaoxing clothing Brand, look carefully, it is likely to find the shadow of the fabric manufacturer.

From "cloth" to "clothes" spin Shaoxing, a big city, is undergoing a transformation in the industrial chain.

Not only clothing, but also brand

In the era of low profits and high costs, Shaoxing Keqiao's cloth merchants are unwilling to be pure fabric suppliers because of their profit seeking nature.

As a result, many fabric merchants have set foot in the downstream industry - clothing industry.

The data shows that the clothing industry is becoming more and more popular in the big textile environment of Keqiao District. As of October last year, Keqiao District had 43 garment enterprises above designated size. In the first 11 months of last year, the textile, garment, printing and dyeing, and chemical fiber enterprises in Keqiao District created an output value of 177.7 billion yuan, up 15% year on year. In the total industrial output value of 356.6 billion yuan in the region, the large textile accounted for 49.8%, with a growth rate of 15.1%, 3 percentage points higher than the average growth rate of 11.8% of the total industrial output value of the region.

However, while the scale continues to expand, Keqiao's clothing industry is caught in the dilemma of short leg development: OEM production mode accounts for a large proportion, while original design production (ODM) and private brand production (OBM) stagnate.

Without brand support, the clothing industry will eventually encounter many problems, such as low profits and difficult sales.

Just as Jin Weifeng, the general manager of Keqiao Gemalance Co., Ltd., said, "The current market is to sail against the current. If you don't advance, you will fall back. You always guard your original land, and sooner or later, even this will be taken away by others." Cloth merchants increasingly feel the need to build brands, taking advantage of the east wind of Keqiao District to build an "international textile creative center", Carry up the brand banner and attack the clothing field on a large scale.

The way to choose a clothing brand is to choose a new topic

At present, the booming domestic demand has gradually warmed up the clothing market. According to the prediction of the China Textile Industry Federation, the growth rate of China's urban residents' per capita clothing expenditure will be about 12.5% from 2011 to 2020, while the growth rate of rural residents will be about 15%. It can be said that the fabric merchants at the middle end of the industrial chain are facing a good opportunity to extend their strength and seek benefits from the end.

To achieve the goal of "covering the world" to "covering the world" means that Keqiao's fabric merchants should not only make "cloth" into "clothes", but also understand brand management, which is the king's way to achieve sustainable development. However, the creation of a brand is not achieved overnight. There is a saying in the clothing industry: "Without brands, fashion has no soul; without design, products have no soul; without management, design has no soul; without business integration, management has no soul. It is business design management that creates core competitiveness and creates core brands."

However, clothing brands and fabrics have completely different R&D, production and sales systems. Choosing the path of clothing brands is a new challenge. cloth The ready-made clothes are just the first step of a journey of a thousand miles. Those who do not have strong strength and foresight, but are forced to survive, or are lured by interests and blindly enter the market, may make profits for a while at first, but the long-term consequences will be: business stagnation and profit shrinkage. If the fabric merchants blindly use the brand extension strategy by relying on their wealth, or copy the routine of fabric brand building, instead of being able to understand each line, learn to effectively avoid risks, and gradually build the brand and expand the battle, the outcome is likely to fall into a more embarrassing situation.

How to grasp the opportunity, effectively avoid risks, build up the brand and establish effective awareness among target consumers while building independent clothing brands has become a new topic for the transformed fabric merchants. Fortunately, on this road of transformation, there have been pioneers, whose success and experience have provided valuable lessons for later generations.

As Zhou Rusheng, director of the Construction Management Committee of China Light Textile City, said, "We hope that qualified businesses will take the lead in growing up and become rich first, rather than investing in a swarm."

　　 There are two ways to build a brand.

Find foreign aid, make differences, and make good use of the original advantages

Huatong Sefang: It will take at least 5 years for others to catch up

Keqiao Huatong Color Textile Co., Ltd. started in the cotton textile industry. When I first got involved in the clothing field, Ji Guomiao, the chairman of the board, got some advice. "Before I became a brand, I was advised by my peers not to take risks. Those who entered first are changing careers." Ji Guomiao, however, rejected all suggestions and founded Shanghai Shengma in 2011 Clothes & Accessories The company specializes in the operation of the luxury home clothing brand Gemarinas, which originated in Europe.

Facts have proved that the "foreign child" of Huatong Sefang, with European ancestry, did not disappoint people. From the Chinese women's volleyball stadium of the London Olympic Games to the red carpet of the Golden Rooster and Hundred Flowers Film Festival, to the catwalk of the Seoul International Fashion Week in South Korea, Jimarance has achieved fame and fortune along the way. It is reported that the fifth store of Gemalance has opened in Hangzhou Building.

As for the original decision, Ji Guomiao said that it was not a brain fever at the moment, but that he had already made it. "Without the advantage of raw materials, I would not be a clothing brand."

In 2008, Huatong Color Textile invested 10 million yuan to cooperate with the Han Ma Center under the Military Supplies Equipment Research Institute of the PLA General Logistics Department, and successfully improved Han Ma fiber and obtained patents. In August 2012, Huatong Color Textile signed an agreement with Heilongjiang Province on a 50000 mu hemp planting base to start planting raw materials. So far, Huatong Color Textile has realized the whole industrial chain management of raw materials, yarns, fabrics, clothing and brand sales. From the source to the end, Huatong Color Textile has the sole control, providing the possibility of creating the maximum added value.

In addition, in order to avoid entering the "Red Sea" in the clothing field, Gimarans also chose a niche route. Different from many clothing brands in Shaoxing before, Gemalance bypassed the more competitive coat market and attacked the interior clothes Decoration field. In the brand store of Keqiao Tianhong Building, there are more than 20 categories of underwear and household apparel, most of which sell for more than 1000 yuan. The foothold of high added value lies in the special function of hemp fabric: moisture removal is three times that of pure cotton, and its fabric can shield more than 95% of ultraviolet rays.

It is reported that at present, Huatong Color Textile has invested 30 million yuan in the development of raw materials, fabrics and clothing. A whole industrial chain in the field of hemp and hemp has taken shape, and has formed a comparative advantage in the previous and subsequent research and development. Ji Guomiao was confident, "It will take at least five years for others to catch up."

　 Rely on culture to reform marketing mode

Yuzhan Printing and Dyeing: endow T-shirt printing with cultural connotation

If Huatong Color Textile is making a big deal in the industrial chain, it will succeed in publicity. Then Yuzhan Printing and Dyeing has something remarkable in brand culture and marketing methods.

Click on the home page of Yuzhan Printing&Dyeing's brand Walan cultural creativity, and even the mouse will stop at the youth and vitality on the computer screen. The original T-shirt can also be DIY, and you can get it the next day. There are also tile column activities and various novelty. But the most surprising thing is that the parent company of such a trendy Walan culture is a large printing and dyeing enterprise with a history of more than 10 years - Zhejiang Yuzhan Printing and Dyeing Co., Ltd! Tile column culture is the proud work of Chairman Chen Jianding.

In August 2010, Chen Jianding went to Las Vegas to participate in a clothing culture exhibition. There, Chen Jianding deeply felt the charm of T-shirt culture, and also smelled business opportunities. As a large country of T-shirt consumption and production, China has a large production, but it is not proud of its complexity, and there is no real T-shirt culture. And T-shirt printing has always been at the end of the knitting apparel industry chain, which can only rely on the carrier of T-shirt to reflect its added value, without forming an independent industrial value. If we can give more profound connotation to T-shirt printing, it will greatly enhance the gold content of existing domestic T-shirts. Chen Jianding's tile column cultural creativity is the T-shirt culture. To this end, Chen Jianding spared no expense to invite Korean Americans to visit the United States at a high price of seven figures designer Cheng Shouyan started his journey of tile culture.

Today's Walan culture is like a mini "United Nations", with a planning team from South Korea, a network marketing director from the United States, a digital printing machine made in Germany, a printing production line made in Japan, and a sizing machine made in South Korea. Gathering outstanding talents and equipment from various countries is for the needs of enterprise transformation and upgrading. Chen Jianding hopes to better carry out creative clothing production and bring consumers a different shopping experience.

The future competition is the competition of the industrial chain. Textile and clothing is an industry with a long industrial chain. It has become the consensus of the industry to transform to a higher profit margin when the profits of traditional textile trade and manufacturing are getting lower and thinner.