Domestic Sales To Force &Nbsp; Jiaxin Silk Wants To Open 142 Stores In 3 Years.

　　 As the market situation changes, Jiaxin silk (002404) today announced 60 million 500 thousand yuan to raise funds to change direction. The company intends to change the project of "silk woven garments" to "Jiaxin silk". Domestic brand The project also means that 60 million 500 thousand yuan will be used for the production and sale of domestic brand clothing.

The specific changes are: the establishment of Zhejiang Jiaxin silk brand clothing branch, which sells and sells domestic brand silk garments by the branch direct marketing and chain affiliate mode, and plans to set up direct flagship stores, direct counters and franchised stores and franchise stores in 142 years in 3 years. Sales target is expected to reach 120 million in third years.

According to the announcement, Jiaxin silk mainly focused on the export sales mode, and the export product accounted for 75% of the total revenue. However, the impact of the financial crisis has increased the instability of the international market, coupled with the increase in labor costs, the impact of the appreciation of the renminbi on exports, and the changes in the market demand Jiaxing silk to accelerate the pace of opening up the domestic market. For this reason, the company decided to raise investment projects. Silk woven The clothing item was changed to "Jiaxin silk domestic brand project".

It is understood that Jiaxin silk's current domestic marketing mode has been initially formed, and its own R & D team and sales system has been established, and more than 500 products including silk household clothing and underwear have been launched. In addition, 6 outlets have been set up in Jiaxing and Shanghai, and online sales channels have been established, all of which have laid a good foundation for the development of domestic brands. However, due to the relatively small scale of domestic sales, the expansion of scale has put forward higher requirements for product design and storefront location.

After the implementation of the project, Jiaxin silk will vigorously develop the domestic direct marketing and franchise chain mode. The flagship store will promote the counters and ordinary stores, and develop the franchisee as a window of the flagship store. In the first tier cities, we will set up direct flagship stores and direct stores and counters, and develop franchisees in the two or three tier cities. The first stage takes Shanghai as the core and radiates East China, and the second stage radiates North China with Beijing as the core.

Jiaxin silk plans to reach 142 stores by 2013, including 66 Direct stores and special counters, 73 franchises, and 3 online shops, including official sales platforms.

　　 Jiaxin silk said that the advantages of export products in terms of cost and price have been gradually lost, and the brand strategy, especially the strategic transformation of China's textile industry, is imperative. In order to have a new round of development, the effective measure is to establish the enterprise's own brand, strengthen the control power of the terminal market, enhance the brand competitiveness as a whole, and conform to the diversified development trend of the marketing mode of the textile and garment enterprises.