Regain Brand And Become The Most Arrogant ODM&Nbsp; Pformation Of Wenzhou Garment Enterprises

The two ends of the smile curve (two corners of the mouth) represent technology and research and development. On the other hand, representing brand and sales is a high profit, while the bottom of the curve represents the manufacturing of low profit.

With the difficulty of recruitment and rising labor costs, Wenzhou garment industry is active.

Changing the "production line"

Recently, the autumn and winter orders for red, yellow and blue Garments Co., Ltd. will end, and the order volume has increased by 140% over the same period last year.

Chairman Ye Xiandong laughed.

He said, "last year, because of the pformation" pain, "this year began to yield results.

Last year, red, yellow and blue companies moved "operation" to separate the production, leaving only the proofing workshop in the headquarters, and putting a large amount of capital and manpower into the two ends of the design, R & D and marketing terminal construction.

Unconsciously, the production workshop of many garment enterprises in Wenzhou has quietly changed its original functions.

The responsible person of the wedding bird clothing Limited by Share Ltd recently visited Anhui and other places to prepare for the new production base.

And their production workshop in Wenzhou will become a model workshop in the future.

In the future, Shanghai will be a R & D center and Wenzhou will be a logistics and distribution center, while production will be pferred to the mainland.

"Turn the original production workshop into a proofing workshop, a standard production line or an image production line."

Zheng Chenai, chairman of the Wenzhou clothing trade association and chairman of the company, said that the large-scale workshop production can move outward, and the local research and marketing ends, leaving only the "design proofing workshop", which is one of the ways of pformation and upgrading of Wenzhou garment enterprises.

Regain "brand"

This year, the staff of the marketing department of the Limited by Share Ltd apparel market has been looking for stores across the country.

The original low-key Joe Jordan only opened 14 Direct stores in the Wenzhou area.

General manager Shen Yingqin said that Jordan has always been the ODM (original design manufacturer) with the independent brand two lines to walk together, but soon, the independent brand will become the sole center of gravity.

According to the briefing, Jordan has rejected many customers' ODM orders. The original processing line has made up half of its production for its own brand, and the proportion will be bigger and bigger next.

Since 2002, Jordan has not expanded the production workshop.

In the past two years, their only large-scale expansion is the purchase of a more than 10 thousand square meter building, but this building is all for Jordan employees accommodation and life.

Shen Yingqin said that the future development of the company will only invest in "brand" and "staff".

Over the past two years, many processing and foreign trade clothing enterprises have regained brand names, and have entered the apparel consumer market through agency or cooperation.

Wenzhou Yu Xuan Clothing Co., Ltd. is one of them.

After six years of OEM processing for a children's clothing brand in Italy, they joined the company to run children's wear brand.

In addition to investing 40% (cash), Italian company has authorized all brands and intellectual property rights to be free for the new company.

The Italy side is responsible for designing, and the Wenzhou company is responsible for marketing and production.

Today, people in Wenzhou can see their new brand FUN&FUN counters in Yintai city.

It is reported that at present, a number of OEM processing enterprises such as Qiao Peng clothing, Kuai Shuai dress, Greenland clothing and so on have begun to run new brands.

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To be "ODM"

For garment enterprises specializing in processing, ODM is their goal.

There are such ODM garment factories in Wenzhou. They do the best in designing, developing and customer service. They can be "arrogant" and do not have to worry about orders and prices. They have also become examples of many latecomers.

For the industry's recognized casual men's boutique processing enterprises - Di Feng clothing, industry peers said that he had always been to select customers, and last year he refused 1/3's old customers.

Customers who have worked with Bai Xian dresses limited company for more than 10 years have never even entered a hundred first workshop.

Although the company was still in its infancy, the Ai Le Clothing Co., which was founded in 2009, has spent a lot of time running all kinds of high-end clothing exhibition in the world. Huang Jian,

Many new enterprises like Huang Jian said that ODM enterprises such as di Feng and Bai Xian have their example.

Processing plants must have their own design and research capabilities, enhance their added value, and turn passivity into initiative.

Dialogue: two challenges in pition: profitability and professionals

Reporter: is it difficult to recruit workers?

Zheng Chenai (president of Wenzhou clothing trade association): at present, the biggest problem of Wenzhou's clothing industry is not that it is difficult to recruit workers, but that its profitability is weak.

Recruitment is not so difficult if companies in all aspects of management and welfare keep up.

The key is to strengthen R & D investment, improve the quality of all staff and enhance the added value of products.

In the future, every practitioner, boss and worker should be changed from "migrant workers" to "skilled workers".

Therefore, in the past two years, the chamber of Commerce has made some efforts in this respect. Last year, 24 training courses were organized for large and small scale, and more than 4000 people participated in the whole industry.

The whole year, the whole staff and the whole system participated in the training.

And this kind of training should continue. The pformation and upgrading of Wenzhou clothing urgently need to improve the quality of the whole staff.

Reporter: what direction will Wenzhou garment industry upgrade?

Wu Zhize (Chairman of the wedding bird group): in the next 10 or 20 years, Wenzhou clothing can rely on the original capital and industrial advantages to continue a generation.

But if there is no breakthrough, I am afraid the outlook is not so optimistic.

Especially in the field of talent, if there is not enough attraction to attract talents, the original advantage of Wenzhou clothing will be less and more obvious.

In terms of production, Wenzhou's labor cost advantage is less than that of the mainland. "ODM" is an inevitable trend. However, it is embarrassing that Wenzhou ODM has far less advantages in designing talents and information resources than Shanghai.

Comprehensive industry matching, but also less than Guangzhou.

Therefore, it is particularly important for the government, industry and enterprises to work together to create a better human environment.

Some cases of pformation and upgrading

1. good news birds: launched the same brand multi series horizontal development strategy, from the formal dress to leisure, women's clothing and other extensions.

2. Semir: set up shoes product center, perfect clothing accessories, and achieve new points.

3. Chuang Ji: marching into the wedding industry, launching a one-stop wedding shopping brand "Ji marriage square".

4. Jordan: open more than 10 self run stores in one year, and develop their own brands.

5. red, yellow and blue: split production, production workshop pformation model pipeline, only brand management.

6. keto tree: Hongkong set up a branch to expand its design and research team and diversify its channels.

7. Yu Xuan: joint venture with Italian company, introducing Italy children's wear brand FUN&FUN

8. times Mongolia: in the United States, Losangeles and Chicago respectively open four hundred or five hundred square meters of specialty stores, sell their own brands.

9. Wenzhou garment development building: invest 200 million yuan to build SME Service Platform.

10. European and European printing and dyeing: four printing and dyeing enterprises jointly form a new company.