Shishi Service Enterprises Are On The Road Of "Buyer Brand"

Huaxiang Garments Co., Ltd. has rapidly expanded the influence of its own brand Irock this year. At present, it has set up more than 300 various counters and stores nationwide, and has set up special stores in Beijing, Guangzhou and other first tier cities.

It is worth mentioning that the brand of Huaxiang Clothing is effectively borrowed from external R&D capabilities, which is now the new popular "buyer brand".

In fact, there have been many "buyer brands" like Shishi in the past two years, including Jim of Welland West, Eric of Huaxiang, Blue Sky of Dongpu, Liko of Dike, OMN of Omer International, etc. It is understood that at present, many brand clothing enterprises of Shishi, such as Stryker and Huangbao, have done well in the past two years, and have embarked on the road of "buyer brand" to varying degrees.

In May of this year, an organization specializing in garment research and development came to a brand garment enterprise in the city and brought them several sample clothes to choose, three of which were dazzling. The company bought out these three sample clothes and made some modifications before putting them on the market, which was very popular. This brand clothing enterprise has also trained more than 20 R&D personnel in the past, but most of the designs can not keep up with the market. When the boss reckons, it is cheaper, faster and more effective to buy sample clothes than to cultivate a large R&D team.

    　　 Attenborough Tian Qiming, the chairman of the board of directors, believes that letting professional people do more professional things is a further subdivision of the industrial chain, as well as a further integration and agglomeration of resources. This transformation of the business form is an inevitable trend for the clothing industry to develop to a higher stage. The R&D department specializes in fashion color, pattern change, style fashion and process fashion; Brand clothing companies specialize in brand operation, promotion and brand incubation; The production enterprise specializes in the process technology of the production link, and produces the best quality clothes with the least resource consumption.

According to the analysis, buy the style or sample clothes Shishi Clothing There are also enterprises, but they usually do not brand Our clothing enterprises have no research and development strength, so they can purchase some styles for customers to choose. The difference between the current "buyer brand" is the initiative of some brand clothing companies. As the division of labor in the industry becomes more refined and professional, the degree of convergence of professionals becomes more concentrated. Brand clothing enterprises no longer need to establish a large R&D team, as well as an information collection and market research system around style development. They rely on the professional R&D strength of each studio to select samples, buy out individual style patents, and submit them to the production enterprise for processing after modification, Become a brand under the company and push it to the market.

In a sense, the emergence of "buyer brand" has accelerated the integration of Shishi clothing industry chain resources. At present, Shishi has more than 30 companies or institutions specialized in garment R&D, such as Auchan Garments, Rome Renza and Shifeng International. There are also a number of enterprises that are unable to create brands and turn to professional production and processing. It is understood that at present, there are more than 20 large-scale brand clothing enterprises in Shishi, most of which have 4 to 6 well-established garment processing factories in the city.

The relevant person in charge of the Municipal Textile and Garment Trade Association believes that after more than 20 years of development, Shishi's garment industry will inevitably change its business form, which is also in line with the international trend. From production and sales to R&D, production and sales, to the current professional division of labor; From OEM to original brand, and then to "buyer brand" integrating resource advantages, Shishi garment industry is realizing "three leaps", which is actually a process of industrial transformation and upgrading. The transformation of this business type and the further division of labor in the industry will promote the concentration and integration of resources such as professionals, further division and refinement of the industrial chain, occupy and use resources most economically, and achieve the best economic benefits.

Related link: The so-called buyer brand refers to those who have their own design department, but also rely on buyers to buy ready-made styles, combine them into product series, form their own style, and then subcontract processing, paste their own trademarks for sales. This has obvious benefits, that is, it shortens the product operation cycle, saves energy, reduces costs and risks, and improves market responsiveness.