Jinjiang OEM Enterprises Need To Build A New Brand By Finding A Way Out.

On the north side of the middle part of Quancheng road in Ji'nan, the aim is to make a few home-made shoulders. Sports brand Most of their origin is Jinjiang, Fujian. Interestingly, the production of these brands is "lump together", and sales are often "lump together". One of the brands of Shandong's general agent told reporters that Jinjiang's "secret" is matching. With matching, the cost of the enterprise falls, and the product is competitive.

"It is impossible for a single enterprise to form a climate solely by fighting alone." He said that there are more than 3000 large and small shoe enterprises in Jinjiang, with 800 million pairs of sports shoes produced annually. Gym shoes 75% of the market and 20% of the international market. Among them, there are more than 40 sports brand enterprises with "national name", and 4 of them sell more than ten billion. Because they like to advertise on CCTV sports channel, and the sports channel is also nicknamed "Jinjiang channel".

In this regard, Wu Dexin, Secretary General of Shandong clothing association, said: "Shandong's enterprises are" heaven and earth "; Guangdong Fujian enterprises are" overwhelming. "

Xia Zhilin, President of Shandong Textile Industry Association, explained that the capacity of Shandong cotton textile industry is the second in the country, second only to Guangdong province. Although there are many "heaven and earth" textile and garment enterprises, sports brand is the "short board" and "empty space" of the development of Shandong's garment industry.

Take the leading group of knitting enterprises in our province and even our country as an example. The group sold more than ten billion yuan last year. In Jimo, a group of knitting brands such as Shengda, Hong Fang, Hong Ni and so on were brought up. It has long been the development mode of processing trade, and more than 70% of its products are used for export. It has been OEM for Adidas, Nike and other international sports brands. In the Olympic sailing competitions in Qingdao and the first ten Shandong games, he had had a brief cooperation with the sports field, and then continued to focus on underwear, gloves, socks and so on.

"Because the foreign trade is too good, the investment in independent brand construction in China is lagging behind, the role of the brand is not obvious, and the value of the brand is not promoted enough. At present, domestic stores are basically on their own. " An industry insider told reporters that OEM production had a profit of only 20%, and 80% of its profits were burdled by brand owners. In recent years, with the weakening of cost advantage and the low demand of international market, as well as the constraints of labor, energy and resources, many knitting enterprises in our province are at the crossroads of survival and development.

In contrast, there are few in the province. Sports brand "Double star celebrities" have occupied a place in the domestic low-end market. In a telephone interview with reporters, the general manager of the famous star's marketing manager was outspoken by Qunli: "the textile enterprises in Shandong are heavy manufacturing, light R & D and marketing, most of them take the processing trade route; the cotton mill is not in line with the designers of the garment factories, basically selling self made gauze. Once Shandong's cotton mills are connected with designers, the final products will be formed, and the products will be counted in the whole country.

"In the final analysis, it is a question of brand building." Liu Jianguo, President of Shandong clothing association, said that Shandong's textile industry is large in scale, full in technology and equipment, and fully equipped to build first-class sports brands. However, because there are fewer people and less clusters, there will be no first-class production capacity and brand without cluster size.

Liu Jianguo believes that Shandong's clothing brands are often unable to retain talents. "Peacock Flying Southeast" is still a real problem. From the point of view of entrepreneurs themselves, the concept of entrepreneurs in Shandong is relatively old. "Some international clothing forum and clothing week, southern entrepreneurs often must be thousands of square meters of exhibition booths, and the intersection fees and travel expenses and venue fees; and entrepreneurs in Shandong, the organizers do not invite them for free."

Yu Qunli believes that the sports clothing brand enterprises must have a long-term strategic vision. With the continuous improvement of people's living standards and the continuous increase of sports population in our province, the sports clothing brand has great potential.

Count Shandong's clothing brand

It is understood that the final products of cotton spinning industry in our province are mainly developed in six major categories: men and women's formal dress, casual wear, sportswear, professional wear and children's clothing. They also develop five categories of underwear, shirts, jeans, down garments and all kinds of clothing.

A number of garment enterprises with independent innovation as the core, famous brand as the symbol and strong competitive edge have come to the fore. The clothing brand of Shandong has increased significantly in the domestic and international market, forming a number of influential clothing independent brands.

Take Ruyi group as an example, in 2010, Ruyi group The "Ruyi spinning" technology (high efficiency short process embedded spinning technology) was awarded the first prize of national science and technology progress. At present, global resources integration is being implemented to create a transnational fashion industry and strive to occupy the high-end of world class operations. In the Shandong Peninsula Blue Economic Zone, the production base of Shu Lang and Nanshan Group has been gradually increasing in popularity at home and abroad. The advanced customization production represented by famous brands such as red collar and ye Ya Ya has become the model of "two integration" of Chinese clothing; the down garments developed by taeboor and Huayu brand are developing faster; the industrial influence of LAN Yan, Tian Yan cowboy and Lu Tai Top Shirts is constantly strengthening.