Joined: 03 Sep 2011
|Posted: Wed Dec 21, 2011 7:32 am Post subject: See our clothing brand from Jinjiang International
|Jinjiang important as China's textile and garment production base, started in the early 1980s, after 20 years of development, has formed a set of chemical fiber, weaving, dyeing and finishing, garment production as one complete system. textile and garment industry has become the largest pillar industry, Jinjiang, Jinjiang and therefore known as production in the jacket, brand jacket Jinjiang currently has more than 1,000 manufacturers, bringing together such as Ba Jin, seven wolves (love stocks, market, information), Qipai joeone, Li Lang, love all, Viagra jacket deer and a number of well-known brands. 2006 年 7 16 in Beijing at the comparative study, around the world, places Jinjiang jacket production scale, the total value of industrial strength and jacket advantage ahead of the five foreign garment industry developed cities. Jinjiang jacket was named the world's most complete industrial chain, production and sales of the largest, fastest growing industry, garment industry city - Jinjiang has become the
TNS research data but also found Jinjiang jacket industry still exist many problems, which cause us to be the leading industry in Jinjiang jacket long concerns. Jinjiang jacket OEM manufacturer with more than 900, jacket OEM sales of 21.3 billion U.S. dollars, with annual sales of own brand jacket roughly $ 2.5 billion, about the size of jacket OEM global 7%. This shows that production and sales of Jinjiang jacket or to some extent depend on factors of production in particular, the comparative advantage of low labor costs. Jinjiang jacket while the number of own-brand manufacturers up to 1000, is an international five six times the total number of cities strong, Jinjiang jacket brand, annual sales of up to 67 million, ranking first in six cities. But Jinjiang jacket, but only its own brand with annual sales of $ 2.5 billion to more than Paris only $ 150 million a slight advantage in the first place. Jinjiang jacket with more than 20 well-known brands, nine Chinese well-known trademarks, famous trademarks in China has the largest city of men, but not a world-class top brands.
Thus, from the production and processing center in Jinjiang brand into the world capital, Jinjiang-known clothing brands to take to the international market, there is still a long way. In this paper, some well-known garment enterprises in Jinjiang survey, with the current Jinjiang and Chinese clothing (love stocks, market,personalized caps, information) industry background, how the industrial upgrading for the business, corporate strategy on how to improve operational efficiency from turned to product differentiation and product innovation and how to implement brand strategy, brand international routes and other issues were discussed.
Development process and the status quo
The 1980s, Jinjiang clothing with unique geographical advantage and business culture, family hand form of a workshop production of a product, a one industry town, With the deepening of reform and opening up, Jinjiang and the introduction of private enterprises by grafting foreign capital, technology and equipment has changed hands workshop production, expanding production scale, improve production capacity. In the 1990s, the garment industry in Jinjiang level of technical equipment has been living in a leading position,cloth headbands, processing capacity, technical standards and product quality has been able to meet the requirements of some international brands, there are many companies gradually made the internationally renowned brands do OEM qualifications. At this time only rely on elements in Jinjiang apparel cost advantage in the enterprise integration of sequence
The early 1990s, Jinjiang garment industry from OEM to ODM stages of phase transformation, Jinjiang garment enterprises are no longer satisfied with R & D capabilities, strengthen enterprise management, and start with part of the intellectual property rights and independent access to information sources and distribution channels. But in the ODM stage, the brand remains the purchaser owned or controlled, corporate commitment to manufacturing is still in the OEM side position, it can be said, ODM is just an advanced form of international subcontracting.
OEM, ODM dependence of the phase of the garment industry in Jinjiang large fluctuations in international markets, especially in the 1997 financial crisis, many companies rely on international orders under severe impact, but with his own brand in the international and domestic market has a separate market channels were impacted less. Jinjiang many clothing companies are beginning to realize is the product brand and corporate life, the consumer market, the flow in large part to rely on brands to guide allocation of economic resources in large part to rely on the brand to achieve . 1998 years, Jinjiang began implementing the This excellent guide part of the clothing companies began to build its own brand to the international division of labor at both ends of the smile curve - product innovation and product management of these two aspects of development, speed up industrial upgrading of enterprises jump.
2000-2004 years, Jinjiang major clothing brands such as Ba Jin, seven wolves, Qipai joeone, Lee Lang, love is so employed by the advertising or spokesperson, and five sets in the CCTV frequent appearances, etc. began to make a wide range of brand awareness, brand awareness structure, communication, attention and recognition, to convey to the consumer products business personalized features, to create a strong brand. report in the TNS survey also showed that manufacturers own brand Jinjiang jacket has a high to a four-digit number, and the present five international cities but no one to three digits.
But from the OBM stage definition, Jinjiang brand clothing enterprises can not be said to have successfully achieved the industry jump upgrade. OBM (Original Brand Manufacturer), the original brand manufacturers, refer to the manufacturers own brand creation, production, marketing its own brand of products. in which the acquisition of existing brands, by way of franchising for brands can also be counted as a part of OBM. At this stage, the enterprise through the implementation of brand strategies to increase brand value, enhance the competitiveness of the brand to earn high profits. OBM is the industrial upgrading of the basic symbol for the international group. construct the Jinjiang Although many clothing companies well-known brands, but the international visibility is very low, not only to fight their way into the international market, and faces an international clothing brands occupy the domestic high-end market risk. Jinjiang industrial upgrading in the apparel business is facing against the current situation, to build an international brand has become a priority.
Jinjiang international brand garment enterprises is difficult to shape the reason
First, Jinjiang many problems of their own clothing.
Small-scale production is a common problem. Jinjiang garment enterprises are generally small and medium private enterprises, enterprises to expand production capital, human capital and lack of hardware and other resources are limiting the expansion of production scale, economies of scale leading to lower the entire industry. and brand management is a high-risk, capital-intensive,promotional clothing, sales channels, the higher scale and integration business model, in the short term may affect corporate profits. Jinjiang of the number of SMEs have their own brand, but the existing capital, technology and management skills limits their long-term interests to implement the brand strategy. and garment enterprises in a certain extent, but more complex causes serious production blindness, reduced profits from product sales, making the brand image of the drop. These are brand Jinjiang international direct cause of delay.
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