Ningbo Clothing Enterprises Will Have More Than 10 New Brands To Appear At The Expo.

The fourteenth session

The pformation of "Ningbo Costume" from "manufacturers" to "creators" is evident in this year's fair. However, in the face of international brands marching forward and the situation of domestic clothing brands standing, how to maintain the first mover advantage and make the brand stronger and bigger has become a major problem in front of many Ningbo clothing brands.

"OEM" should also play its own brand.

Recently, reporters came to Ningbo Shenzhou Knitting Co., Ltd. in Beilun.

"The clothes you bought from UNIQLO, Nike or Adidas are probably made by our employees."

Yu Ximing, director of the office of the company, said UNIQLO, Nike and Adidas set up design centers and special factories in the company.

Shenzhou is the largest vertically integrated knitted garment manufacturer and exporter in China. It can be said to be the "OEM king" in the industry. It has played the role of OEM for many years.

"Although we have tasted the sweetness of working closely with multinational companies, we do not have their own brands, but we still feel that there is something missing in the development of enterprises."

Yu Ximing told reporters that this year's Expo, Shenzhou will focus on the introduction of "fairy tale forest" and "Ma Wei" two independent brands.

Later, Shenzhou will continue to walk on two legs, cultivate its own brand from the money earned from foreign trade, and vigorously develop domestic and foreign markets with its own brand.

"Our brand is positioned at the top of the world, and will not only be sold in the domestic market, but also strive to blossom and blossom in the international market."

Said Xi Ming.

Zhou Xueming, Secretary General of the Organizing Committee of the Organizing Committee and deputy director of the Municipal Economic and Trade Commission, told reporters that the brand of clothing trade enterprises is not new. The brand of OEM enterprises is a representative trend of Ningbo's clothing brand in recent years. A large number of long-term OEM enterprises such as fig group, Esheng dress and Dafeng garments have accumulated rich funds and advanced design and operation management experience through international trade, and have embarked on the road of creating their own brands.

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Traditional brands are becoming diversified and fashionable.

Another trend of Ningbo's clothing industry is the internationalization, diversification and fashion of traditional brands such as YOUNGOR and Shanshan.

YOUNGOR, Shanshan and other enterprises adhere to men's formal clothes at the same time, through acquisitions, buyout, acting international brand efforts to internationalize, and the use of resources accumulated in international cooperation to try to launch their own youthful and fashion oriented brands that are suitable for modern market demand.

"YOUNGOR's previous brand positioning is too broad, from young people to the elderly people can only choose YOUNGOR brand. Now we divide it into" Mayor Youngor "," CEO Youngor "and" green label ".

"Golden standard" is the chief executive of 40 to 55 years old; the blue label is for business people ranging from 35 to 40 years old; the green label is located in the young and fashionable consumer group.

Coupled with the "Han Ma Shi Jia" and the agent's international brand Hartmarx, in YOUNGOR's brand store, now has five subdivision brands.

Li Rucheng, chairman of YOUNGOR, said in an interview with reporters recently.

"A tree has a thick trunk and a deep root, so that it can have more branches and trunk."

YOUNGOR clothing company's stakeholders told reporters that YOUNGOR has only one brand in the past 30 years, but the company has been laying the foundation for brand diversification.

"The 5 brands will be unveiled at the fair, which can be said to be our hard work in recent years."

Shan Shan began to implement the strategy of "multi brand internationalization" many years ago. At present, it operates more than 10 international brands in the Chinese market in the form of acquisitions, joint ventures, brand agents and so on.

"In the future, we will continue to adhere to this direction and become an international brand integrated carrier" is our goal.

Li Qiming, vice president of Shanshan Limited by Share Ltd, told reporters that the first step of Shan Shan is to become the first channel for international brands to enter the Chinese market. In the future, Shan Shan will implement the "peak strategy" and introduce a number of top tier international brands. It will focus on large-scale international brands in the fields of sports, leisure and women's clothing. It will focus on functional products as a breakthrough in the broad market of professional wear, and nurture original brands with international brand operation experience, create brand new forces, and develop international brand re authorized businesses.

Encountering internal and external attacks, it is very important to practice internal strength.

"Everyone is optimistic about China's clothing market, and the garment industry in Ningbo is also facing strong competition. On the one hand, international brands enter the domestic market in large numbers, and on the other hand, the rise of some domestic garment plates, which can be seen from this year's exhibition."

The Organizing Committee of the organizing committee told reporters that there were 131 brands and 389 enterprises from inside and outside the exhibition. Among them, the enterprises and brands in Ningbo accounted for half of the total. Besides, the brands and enterprises in Guangzhou, Hangzhou, Shenzhen and Wenzhou accounted for about 1/4, and foreign brands and enterprises in Britain, Australia, the United States and Singapore accounted for about 1/4.

Faced with this kind of "internal and external attack", coupled with the lack of sales channels and lack of experience in brand operation, how do garment enterprises in Ningbo, especially those accustomed to foreign trade, make their own brands invincible?

It is not easy to create brand, not only to spend a lot of money, but also to accumulate time, and consumers have a process of understanding brand.

At the beginning of brand building, we must be solid and steady.

Talking about the problems encountered in the fight against independent brands, Shen Zhou's knitting office director has a deep understanding of Xi Ming.

It is understood that in 1999, Shenzhou had beaten its own brand, but failed due to lack of experience and lack of channels.

Although the brand tried to make Shen Zhou lose several million yuan, it did not hurt and hurt.

"Brand, market research and brand positioning are very important. We have invited a special team to conduct a detailed survey of the market in China to determine the brand positioning."

Yu Ximing told reporters that the company now has a long-term brand planning, set up a special brand agency in Shanghai, invited the world's top planner and professional team.

"Enterprises should do well in internal work, grasp research and development, design and creativity, work hard in individualization, and build brand culture."

Zhou Anbang, deputy director of the clothing industry management office, believes that the brand strategy of an enterprise should be a strategy of a century old shop.

Not being big or high-end is brand, the key is product development and innovation.

To achieve technological progress, technological innovation, management innovation, product vitality, brand can be long.

In the face of the fact that it is difficult for Ningbo clothing enterprises to establish marketing channels and open the domestic market in a relatively short period of time, this year, the Expo will continue to hold the second Ningbo distributor of clothing purchasers, inviting clothing marketing experts to recruit exhibitors, and inviting clothing distributors and agents participating in the costumes with strong clothing consumption in the Yangtze River Delta to join the Yongzhou enterprises.

"We have strict requirements for participating agents. We must have the annual sales volume of the existing agent brands above 80 million yuan, and the franchisee's requirement is at least 5 more scale stores."

The Organizing Committee of the organizing committee told reporters.

In addition, this year's Expo will also host 2010 Ningbo clothing international buyers ordering conference, Ningbo clothing e-commerce Summit Forum, 2011/2012 autumn and winter China textile fabric fashion trend release, brand clothing show and other activities to help enterprises develop the market and grasp the prevailing wind direction and market information.