The "Brand" Revolution Of The "First Town" Of Anhui Suncun Clothing

Every year, hundreds of millions of world famous brand clothing are sold overseas, and the annual sales revenue reaches billions of yuan... Fanchang County, Wuhu City, Anhui Province, along the Yangtze River Suncun Town A "brand" revolution is under way.

Suncun Town's garment processing industry started early and is famous. At the end of 1980s, the first town run collective Clothing enterprises Establishment. 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 Administrative Committee of Suncun Economic Development Zone, said that now Suncun Town has formed a collection spin , dyeing and finishing, washing, printing and embroidery, thread making, garment processing, packaging and logistics, and gradually develop into boutique clothing. In 2011, the sales revenue of the clothing industry exceeded 2.4 billion yuan, and the number of related employees exceeded 40000.

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 Garment Co., Ltd. in 2006, which is well-known for many people Brand clothing Do OEM production. 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, the original traditional advantages of Suncun Town are weakening. These changes urge us to bid farewell to the old way of" OEM "processing." Guan Yingping said that Suncun Town has formed integrity over the years Clothing industry Chain and a large number of skilled workers have laid the foundation for cultivating independent brands and carrying out transformation and upgrading.

Sea Flying Crane Clothes & Accessories As one of the earliest enterprises in Suncun Town to start transformation, the Company 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 clothing 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 our products clothes 。 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.

"It has always been the dream of all people in Sun Village to own their own clothing brands." Guan Yingping said, "It is only an expedient measure to earn a small profit by OEM, which is" cutting iron on the tip of a needle ". The" brand revolution "will help Sun Village realize the transformation from a" clothing export base "to a" brand clothing base "."