The Origin Of The Northern Canton Shenzhen Report "Where Armani?"

Armani foundry 14 countries: 1000 yuan clothing produced in China and India

"Armani has its origin in over ten countries, and even some countries have not heard of them."

Libai square is a columnar building located in the central business district of Guangzhou, next to the old luxury shopping mall - friendship store, while opposite is the third five star hotel in Guangzhou - Garden Hotel. There are international brands, such as Louis Weedon and Hermes, at their doorsteps, which are modeled on the pattern of Hongkong and Singapore.

However, when she came to Libai square, she could not find the Emporio Armani which had been set up here a few years ago. The nearby service staff told the financial weekly newspaper that the Emporio Armani store had already moved away, instead of another brand GUCCI.

In fact, Emporio Armani in Libai square is only a microcosm of the Chinese market. Prior to that, Armani has already lifted the agency rights of two Chinese agents, perhaps because the expansion of the market is not as fast as expected. In 7 and August, Armani will re tender in Shanghai to choose new agents.

Emporio Armani is only the two category of Armani family brand, its high-end. Man's suit Even if there is a discount, the price is about 10 thousand yuan. If it is the top Armani Prive, it will take about 10 weeks for the guest to customize it to get the clothes.

However, in the interview, financial weekly newspaper reporter found that even professional trained Armani store staff have different opinions about the source of some products of Armani, such as Giorgio Armani. Along with these clues, the reporters also found that many international brands in China have business and industry, and earn 1% or 3% of processing fees, but these international brands can earn 10 times the profits. A person familiar with the market told reporters that with high-grade leather shoes as an example, 50 to 60 dollars of leather shoes sold in American stores can sell 100 to 200 dollars in Chinese stores, and the factory's factory price is not more than 5 dollars.

"This is definitely a huge profit, and it is also one of the reasons why most international brands are willing to choose China for processing." The above said, because domestic enterprises have the impulse to earn foreign exchange, their bargaining power with foreign brands is very low.

Giorgio Armani is not all Italy. Manufacture

Huamao center is a luxury commercial building in Beijing. "Giorgio Armani brand clothes will not be produced outside Italy." Armani store manager, Huamao center. "Armani other brands are in China or in China, such as Emporio Arman, Armani Casa, AJ Armani Jeans, A/X Armani Exchange and so on. The production area may be in Wenzhou, Suzhou and other places, but we do not know much about the specific situation. We have to ask the producers.

Giorgio Armani at The Peninsula Beijing Hotel Exclusive shop The staff also emphasized that the raw materials and production processes of Giorgio Armani were completed in Italy.

Only the Emporio Armani and other sub brands of Armani's leisure industry will be manufactured in China.

In Shanghai Giorgio Armani country gold shop, the financial weekly newspaper reporter searched 5 labels of Giorgio Armani, found that they were "Made in Italy" (made in Italy), but there were also luxury insiders who told reporters that Giorgio Armani was not only produced in Italy, but also produced in Romania.

So, did the mainland's acting industry and Commerce fail to process Giorgio Armani? The reporter realized that Giorgio Armani won the cashmere fabric, and Guangzhou textile city is China's largest fabric distributing center. It is also a market formed spontaneously after nearly 20 years. At the scene, the financial weekly reporter asked several wholesalers straight away. These wholesalers said that there were many customers who came in, but they did not know which brands of the fabrics were purchased by the OEM.

In the previous interview, the reporter has learned that Armani is very strict with its business administration, and has signed a confidentiality agreement with each other. Instead of disclosing the details of Armani OEM, Armani will not claim that a factory is its agent.

A few years ago, Armani had chosen several generations of businesses in Dongguan and Zhongshan to produce their products. However, when interviewed by a representative of the clothing industry, Armani, a representative of the acting industry and commerce, he met with obstacles. The tentative interview was cancelled and the official declined several times.

However, through the conversation, the reporter got an industry information. In fact, the quality of many international brand clothing is different from domestic sales and foreign sales. The products exported are basically imported, while domestic products are basically purchased domestically. "The same brand, I bought it in the United States several times will not be ugly, and bought in the country, wash one or two times is very ugly, this is the difference between clothing material."

Armani with many origins

Armani has about 8 clothing brands, in addition to the top Armani Prive (custom), there are Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Casa, Armani, Armani, and so on. {page_break}

In The Peninsula Beijing Hotel, Yintai Center, Huamao Center three Armani stores, the brand sold only Giorgio Armani and Armani Prive (customized). In Shenzhen, Armani has 6 agencies, the most high-end ones are Armani Collezioni and Emporio Armani, and no Giorgio Armani.

Armani Collezioni is located at the Holiday Plaza in Yitian, on the two floor, not far away is HUGO BOSS. The salesmen were all dressed in black suits. The clothing style of the shop is simple and business.

Looking at the past, you will find that most of its origin is from Italy, and the label is printed with "Made in Iitay". However, some of the origin is not from Italy. The tag says that the origin is Croatia. The shopkeeper told the financial weekly newspaper that Armani has its origin in over ten countries, and the names of some countries have never heard of them.

"Design is done in Italy, and the source of raw materials varies, because different countries are rich in different fabrics." The clerk explained, "processing is done in China." According to the shop assistant, the design of the Armani Collezioni product line is completed in Italy, and the raw materials come from more than ten countries, including China. The final processing will also be completed in China, because "Euro code clothes are not suitable for Asian people and need to be modified again." At the same time, there are shop masters in the shop. All clothing purchased in the shop can be modified free of charge.

Emporio Armani's store is located in Vientiane City, where most luxury brands in Shenzhen are concentrated in this shopping mall. The brands that are on the same level as Emporio Armani are FENDI, Chloe, and Paris. Most of the clothes in Emporio Armani store come from "Italy and Turkey, China has only a small part."

For the reporter's question whether the quality of Armani produced in China will decline, the shop assistant told reporters, "the quality is the same in different producing areas." the salesperson does not think that the garments made in China have lowered the quality standard. She told reporters that Armani's knitted sweater is generally from Turkey.

Unlike the above two brands, the origin of Armani Jeans is almost entirely China, whether it is T-shirts, shirts or trousers. At the same time, prices have also decreased a lot. The price of Armani Jeans is the same as that of some fashion brands. The price of T-shirts is between 500 and 1000 yuan, and the price of a men's leather coat is only 2000 yuan.

In the Emporio Armani store in the Mixc, you can also see the clothing of Armani Jeans. "Because it belongs to a group, the products of different brand lines will be put in a store." The clerk explained.

Because autumn and winter is about to go on sale, the spring and summer holidays in the above shops are all on sale, and the costumes are mostly 40 percent off, and some accessories 50 percent off. Reporter investigation found that Armani Collezioni autumn and winter money has arrived at the shop, but it has not been displayed.

Armani foundry costs are low, the cost of the 1 suits is 90 yuan.

Compared with the Emporio Armani store in Shenzhen, Shanghai Emporio Armani port store has more diverse sources of goods. Financial weekly newspaper reporter saw its knitting jacket priced at 5100 yuan, its origin is China, its vest price is 2800 yuan, its origin is Italy, the origin of the T-shirt is Peru, and the 100% cotton shirts priced at around 1300 yuan are produced in Vietnam.

In fact, Armani chooses Vietnam, Peru or Slovenia, often with cost considerations. Compared with other luxury brands, Armani had a period of stagnation in the first half of last year. At that time, the growth rate of PRADA, LV and other brands were very fast, but the sales of Armani single store did not increase much.

According to analysis, compared with other brands, Armani did not make much progress in design at that time. So, in the next few days, Armani management seems to focus more on Armani design. According to a senior executive of a clothing company in the mainland, he told financial weekly newspaper that the proportion of design cost is very large in the cost of clothing. Taking a suit as an example, it may end up selling 500 to 1000 pieces in China, but the design cost may be more than 100 thousand dollars.

"We had planned to buy a full set of design plans for an independent design room in Japan, but considering the high cost, we finally gave up." The whole set of design options mentioned above includes basic design, materials and special processing technology, and more importantly, it is just a design of clothing. "The $100 thousand I said is only a mid-level design fee, and some of the top designs are about $200 thousand." {page_break}

Armani is a regular customer of these independent design rooms.

After excluding the design cost, the cost of Armani OEM is very low. Take garment as an example. The material of intermediate or above is about 70 yuan / meter, and the middle range is about 30 yuan to 40 yuan / meter, and a suit is produced, which is about 3 meters, that is to say, the material cost of a suit is between 90 yuan and 210 yuan.

The red bean group was once one of the Armani's business offices in China, mainly for Armani OEM processing. According to the insider, the collection fee of the red bean group is about 50 yuan (about 320 yuan), but in the Armani store, the price of these suits is about 500 to 800 dollars (5000 yuan), and the difference is 10 times.

Zhou Haijiang, President of the red bean group, said that this is the value of the brand. Therefore, red bean also tries to build its own brand.

Higher profits make some international brands have great flexibility. Armani, a representative of the industry and commerce, once told a joke when she first started her business. At that time, the processing fee she gave to a product of Armani was 11.95 dollars, and the representative of Armani laughed after hearing it, and 5 cents would not be allowed to make it. It was 12 dollars.

In the circulation section, some international brand practices are directly sent to customs through the production of industrial and commercial products, and then distributed to all markets by the unified distribution companies of these brands. However, in the interview, the reporter also heard such a view that some brands of clothing do not leave the country after being processed by the industry and commerce, but are direct selling to China. The foreign manufacture that is marked on the origin is probably made in China.

The information currently available to reporters can not be proved whether there is a phenomenon of indiscriminate labeling of origin in Armani.