"Climbing The Ladder" Jiafang Textile Entered The International High-End Market

Affected by the European debt crisis Textile clothing The export volume of enterprises has shrunk significantly, and the continuous pressure of RMB appreciation and rising labor costs has made clothing enterprises even worse. Under such a severe situation, Wuxi Jiafang Textile Garment Co., Ltd., an unknown enterprise in Zhutang Town, took the plunge and boldly acquired a clothing company with a history of more than 20 years in the United States. Through this company, the enterprise gained a sales channel to enter the American market. With the help of its original mature brand and professional design and sales personnel, Jiafang Textile repositioned its brand in high-end fashion women's wear, and the development quality and market competitiveness of the enterprise have also been greatly improved. It is estimated that this American company alone is expected to achieve sales of 40 million dollars this year, far exceeding the total sales of the enterprise last year.

In the United States, large clothing enterprise chain stores will establish a supplier directory. Only brands that have been tested in the market for a long time and trusted by consumers are eligible to enter this directory, which has become the biggest obstacle for many new brands to enter the American market. Last year, Zhao Dun, the general manager of Wuxi Jiafang Textile Garment Co., Ltd., came into contact with an American clothing company called Lost, which has been established for more than 20 years and positioned as a sportswear company for men. Due to the problem of market positioning, this company has lost money for years. Zhao Lu, who had always wanted to establish his own clothing brand, realized at that time that this was a great opportunity to enter the American market. After a lot of negotiations, both parties agreed that Wuxi Jiafang would pay US $10 million to acquire Lost in the form of holding.

In fact, before entering the high-end market in the United States, Zhao Rudu, like most Zhutang garment enterprises, received orders for processing with supplied materials. After foreign trade companies and foreign wholesalers and other layers of links, only a small profit was finally achieved. Later, Zhao Lu also tried to design clothes by himself. However, although he favored well-known designers from Hong Kong and the United States, their clothes were far from consumers' tastes, and could only declare failure. Therefore, now in the American clothing company, Zhao Dun requires the design department to listen to the opinions of the sales department and design clothes according to the needs of consumers while designing clothing styles.

Before taking over the new company, Zhao Rudu had studied the American market and found that despite the impact of the European debt crisis, the consumption quality of high-income people still did not decline, High grade clothing Still very popular. Therefore, after the successful acquisition, the first thing Zhao did was to replace the two original designers of the company and reposition his brand as high-end fashion women's wear. At present, the repositioned LOST women's clothing has entered the WETSEAL BROOMING DLE and other American high-end clothing chain stores, including TILLY'S, the top three in the United States, also appeared in the clothing of LOST. "At present, we are making a slightly more complicated women's clothing, with an average price of more than $100, while the price of leather women's clothing will reach about $600, and the added value of the product is much higher than that of traditional clothing," Zhao said.

Whether under the influence of the financial crisis in 2008 or the current European debt crisis, textile and garment enterprises with high dependence on foreign trade and at the downstream of the industrial chain have been hit hardest. Textile and garment enterprises are the traditional pillar industries of Jiangyin. How can these enterprises get out of the dilemma of "living by watching others' faces"? The practice of Jiafang Textile is undoubtedly a good attempt. Relying on foreign brands to "climb up the ladder", it constantly strengthens the strength of design and sales links, and creates high value-added products by improving the quality of each link High end brand So as to get rid of the development dilemma and achieve sustainable development.