Suncun Town In Anhui Is Committed To Building Its Own Brand And Improving Its Market Competitiveness

Suncun Garment processing The industry started early and became famous. In the late 1980s, the first town owned collective clothing enterprise was established. In the new century, garment processing enterprises in Suncun Town have sprung up like mushrooms, and the whole town's garment industry has also developed rapidly.

A few years ago, the clothing industry in the southeast coastal areas of China shifted to the inland provinces, the OEM production in Suncun Town continued to expand, the export of foreign trade continued to grow, and the clothing industry accelerated its development, presenting a prosperous scene.

Guan Yingping, director of the management committee of Suncun Economic Development Zone, said that now Suncun Town has formed a clothing industry chain integrating textile, dyeing and finishing, water washing, printing and embroidery, thread making, garment processing, packaging and logistics, and gradually developed into high-quality clothing. In 2011, the sales revenue of the clothing industry exceeded 2.4 billion yuan, and more than 40000 people were employed.

However, behind this prosperity, the hidden troubles brought by "OEM" are also increasingly apparent. With the intensification of competition in the international market, foreign trade garment processing is facing the pressure of competitive price reduction. In addition, enterprises have less self operated exports and more intermediate links, so the profit space is becoming smaller and smaller.

Qian Qiusheng, a farmer in Suncun Town, set up Liren Clothing Ltd., OEM for many well-known brands of clothing. Old Qian admitted that the business was not good recently: "In the past few years, the annual sales revenue was more than 10 million yuan and the profit was more than 1 million yuan, but since last year, basically it can only maintain the principal."

"In the past two years, due to the increase of raw material prices, labor costs and other factors, Sun Village's original traditional advantages are weakening. These changes have prompted us to bid farewell to the old way of OEM." Guan Yingping said that Sun Village has formed a complete clothing industry chain and a large number of skilled workers over the years to cultivate its own brand The foundation has been laid for transformation and upgrading.

Haifeihe Clothing Co., Ltd. is one of the first enterprises in Suncun Town to start transformation, and now has begun to taste the benefits of "independent brand". Since 2009, the company has invested tens of millions of yuan in the research and development and updating of mechanical equipment, and has also introduced more than 50 highly educated designers. At the same time, the company has actively grasped the market trend and designed products according to demand differences.

"We used to do OEM, but now we are committed to building our own children's wear brand. Since the first half of 2010, the supply of products has exceeded the demand." Wang Guanzhong, general manager of Haifei Crane, is very confident about the market performance of his products, "We have more than 100 franchised stores nationwide, and online franchised stores that have just started can sell two or three hundred clothes every day. The company's goal is to enter the domestic first tier market within three to five years."

At present, independent clothing brands such as Haifeihe, "Elantra" of Mattel Clothing Company, "Elantra" and "Yiyujiao" of Ruide Clothing Company have become the business cards of Suncun Town's clothing industry.

"Have your own clothing Brand has always been the dream of all Suncun people. " Guan Yingping said, "It is only an expedient way to earn a small profit by OEM, which is" cutting iron on the tip of a needle "." Brand revolution "will help Sun Cun realize the transformation from" clothing export base "to" brand clothing base "."