Commissioned Processing, Challenging Enterprises To Design Processing And Brand Manufacturing Spanformation

At present, in Quanzhou In the shoe and clothing industry, the traditional OEM (commission processing) mode is constantly challenged, and some enterprises are beginning to try to spanform from OEM to ODM (design processing) and OBM (brand manufacturing).

In ODM, manufacturing and design have brought more customers to enterprises. The OBM mode that focuses on building private brands and outsourcing production and design links has brought new opportunities for Quanzhou enterprises. But all this requires a premise, that is, a perfect industrial chain.

Traditional OEM mode is challenged

"It was only for the past. Shoes and clothing enterprises To provide fabric, in recent years, the design links have been increased, and fabrics will be made into ready-made garments, so that shoes and clothing enterprises can feel and make choices more intuitively. Not long ago, in an interview, Haitian Mstar Technology Ltd fabric department marketing vice president Bian Wensheng said.

What Bian Wensheng said is the popular ODM mode in the footwear industry. The industry has told reporters that the traditional OEM is simply manufactured. Now it has not adapted to the new requirements of customers. Customers often prefer to intuitively feel the product effect after adding design elements.

In the vicinity of Shishi clothing city, Wang Yonggang, the heritage clothing owner, is busy preparing for his first store. Heritage clothing has long been made and sold for many chain stores. Garment brand foundry But recently, Wang Yonggang found that manufacturing and OEM will be faced with bottlenecks and crises. "Although there are factories in Jinjiang, there is no problem in manufacturing, but only when we build our own brand can we add value." Wang Yonggang spanformed from commissioned processing to build his own brand. In the industry, it is known as self owned brand manufacturing, that is, OBM.

From OEM to ODM, and then to OBM, shoes and clothing enterprises in Quanzhou may be exploring a new development mode.

Create industry myth

For a long time, many shoe and clothing enterprises in Quanzhou exist for others. "Shishi a clothing enterprise, with the company for 15 years, the scale of the enterprise has also expanded from 300 to 3000 people." Wu Xingqun, director and vice president of seven wolves, said.

However, in recent years, with the increase of manufacturing costs, the profit margins of simple manufacturing are constantly being squeezed. According to industry sources, in Shishi, some OEM enterprises have switched to e-commerce, and the economic crisis and the shrinking export market have forced enterprises to think about how to climb the top of the smile curve. In the profit nodes of design, purchase, manufacture and sale, the profit is the lowest, which is at the bottom of the curve, and the profit of design and sales is the most abundant, which is at the top of the curve. This is the smile curve.

In this regard, Liu Yiqun, general manager of Wolf Road dress, said: "after years of development, Wolf Road has always adhered to the designer's brand and constantly enhanced brand value."

But that is not enough. Compared with Quanzhou, in the not far away Wenzhou of Zhejiang, Metersbonwe integrates more than 1200 stores and more than 200 OEM enterprises. In the past 13 years, the casual clothing company did not produce a finished garment, nor did it sell clothes itself. But with the OBM mode, Metersbonwe's annual sales volume reached 2 billion yuan. Now, Zhejiang, including the United States, high state, Semir, and other well-known enterprises in the industry have basically realized no factory.

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Footwear industry enters "chain" competition

And from OEM to ODM and OBM, footwear industry needs to have a highly complete industrial chain.

Wang Yonggang often went to Korea to study at his own expense. He said that there are ten large wholesale and retail markets in the East Gate Business District of Seoul, South Korea, with more than 10 employees. The value created annually exceeds 4 billion US dollars, and its success is inseparable from rapid production and circulation. "It takes only 20 hours for the dealer to pick samples and receive the goods. Even this is a quick response, even ZARA."

He thought that Korean clothing The success lies in the high penetration of the industrial chain. In the east gate of Seoul, a variety of factories and enterprises, including fabric, accessories, production and processing, planning and design, circulation and so on, have been integrated into the upper and lower reaches of the industrial chain. In Quanzhou, especially Shishi, it also has a very complete chain of garment industry. "This is very helpful for the development of enterprises, especially when enterprises want to spanform from OEM to ODM or OBM."

"In the shoe and clothing industry, the small profits made by the low-end manufacturing industry have made the survival space of manufacturing enterprises smaller and smaller, and shoes and clothing enterprises are facing collective anxiety. That is how to improve the added value of design (ODM) and how to build OBM." Observers say.