Fashion Snow Lotus Blooms In The Financial Crisis

The shock brought by the financial turmoil that originated in the United States has never been seen in a hundred years.

In the storm, what we hear and see is the constantly falling down of financial institutions and enterprises.

But in such a dangerous and hostile market environment, we found that some enterprises not only successfully broke through, but also developed and strengthened themselves in the storm, and took the opportunity to strive to build their own brands.

Beijing Saussurea Fashion Textile Co., Ltd. is such an enterprise.

In 2007, the company's net profit was 26 million 500 thousand yuan, an increase of 50% over the previous year. In 2008, as of September, net profit was 28 million 800 thousand yuan, which is expected to grow by more than 50% over the previous year.

I know Li Weidong more than ten years ago, when he just started his own business.

Later, he became the general manager of Beijing Saussurea Fashion Textile Co., Ltd.

Then, the financial crisis broke out.

Overseas, hundreds of years old shops have closed down, and Wall Street is no longer in sight. In China, many enterprises in the Pearl River Delta are mainly engaged in foreign trade processing or go bankrupt to find a way out.

Large enterprises are beset with difficulties, and small and medium-sized enterprises are in danger.

Everyone is brainstorming together to make a breakthrough.

Over the years, the European Union has been the largest market for sweater exports in China.

Will it be affected by the financial crisis?

The so-called "one hundred years' crisis is a great opportunity for the best companies to build confidence and low cost expansion." Li Weidong answered confidently.

In the beginning of the trend, Li Weidong talked about the operating principles of Saussurea fashion in the past few years: respecting the market, observing the market, finding the trend of the future trend, and grabbing the advance step before the trend.

In 2004, we seized the opportunity of restructuring state-owned enterprises, Beijing Saussurea wool textile group company, Beijing Fashion Textile Co., Ltd. and Kai Xin (Hongkong) Co., Ltd., and jointly established Beijing snow lotus Fashion Textile Co., Ltd.

At the beginning of its establishment, the company took a half step with the majority of the same industry enterprises, and made a strategic decision to walk on two legs at the same time, based on two domestic and international markets.

At that time, domestic and foreign trade clothing industry, OEM is doing its best.

The so-called OEM (Original Equipment Manufacturer) is the abbreviation of the original equipment manufacturer.

OEM products refer to the products designed or made by the principal and produced by the principal.

Another concept corresponding to OEM is ODM (Original Design Manufacturer), which is the abbreviation of the original design manufacturer.

ODM products, which are designed by the manufacturer and bought by another manufacturer, are sold in their own name, which is commonly known as OEM.

The main difference between OEM and ODM lies in the fact that the former is the design proposal of the product submitted by the client, and the latter is completed by the manufacturer itself from design to production, and the product is bought by the OEM after molding.

The newly established Saussurea fashion does not focus its attention on OEM.

On the one hand, in cooperation with Zara and other internationally renowned clothing brands, Saussurea fashion insists on scientific management, standardized operation, strict compliance with contracts, strict confidence in product quality, enhanced customer confidence in itself, and won high customer turnover rate; on the other hand, it strives to track the latest international fashion, concentrates on studying the design concept of clothing designers, looks for differences, and forecasts the latest technology, latest raw materials and latest popular elements that may be popular in the season before the arrival of every fashion season. It also fully explores the fast and low-cost advantages of the Chinese garment industry (000902) from design to material conversion, and designs and fashions fashionable fashion that is in line with the international famous brand's taste and favored by the international market.

This two pronged design and manufacture not only won the trust and respect of customers, but also ensured the sustained high growth of foreign trade and more conducive to the growth and growth of enterprises themselves.

At the same time, many domestic garment enterprises used cheap labor market to make foreign material processing for foreign customers and earn foreign exchange. But in the cooperation with world-famous fashion brands, Saussurea fashion began to pform from OEM to ODM.

"Just a little faster than others."

Li Weidong made a slight comment on past achievements.

However, in the short three or four years, it has brought great benefits to the Saussurea fashion. The cashmere, wool, cotton, linen, silk and blended knitted garments are exported to Europe and America, Japan, Korea, Hongkong and other countries and regions, and exported more than 800 sweaters annually, ranking the top in the country.

At the same time, in China, the new knitted fashion brand, "think", which has been put on the market for only one year, is also doing well, showing its vigorous vitality.

As we all know, the resources and processing advantages of China's cashmere industry can hardly be compared and replaced by any other country in the world.

However, when we enter the shopping mall and present the domestic cashmere products in front of us, most of them are of a single style, dull colors, lack of differentiation, and few boutique products.

In the face of the backward situation, the snow lotus fashion research focuses on the future. In the design of "thinking", it breaks the limitations of cashmere sweater, integrates the cutting-edge quality with the fashion trend, establishes the concept of the four seasons knitted fashion, seeks new changes in fashion and functionality, and provides concise and concise design language for the fashionable crowd to provide more rich dressing choices.

In the course of the interview, Li Weidong talked about it many times during the whole interview.

This half step helps Saussurea fashion to avoid risks and increase profits.

In 2007, the national anti inflation, favorable balance and the appreciation of the renminbi continued to rise.

Snow lotus fashion timely collect information from all sides at home and abroad and study countermeasures.

On the one hand, we should flexibly use the skills of foreign exchange hedging to reduce losses. At the same time, we will lock the exchange rate ahead of time in 2008, ensuring the profit rate. On the other hand, we will speed up the development and cultivation of the domestic market and strive to blossom at the same time.

This is a small step in advance. In 2007, although the environment was not very favorable, Saussurea fashion still achieved a profit growth of 50%.

This trend continues to this day.

Yang Jing: editor in charge