Successful Spanformation Of Shaoxing Kell Sea Dress Three Level Jump

Under the background of the global economic downturn, clothing enterprises are generally faced with difficulties such as recruitment difficulties, orders decline, and export slump. But the Kell Hai Garments Co., Ltd. in Ping Shui Town, Shaoxing has ushered in a good opportunity for development. All the production lines of the company are running at full capacity, and the order has been placed for half a year, and customers are also attracted to come to order.

"The development of today's business has benefited from recent years. Transformation Upgrading has also proved that the exploration of spanformation and upgrading and innovation has made the traditional industries of garment enterprises glow with new vitality and business opportunities, and the prospect is worth looking forward to. " Kell, chairman of Shaoxing Hai Hai Garments Co. Ltd., said Xu Jiajia.

First jump: 3% to 30% change

Four or five years ago, "Kell sea", like many garment enterprises in the county, earned modest processing fees by OEM. Although customers come from many famous brands in the United States, Italy, France and many other countries, they never have a name on their shirts when they leave the factory. The business is only processing fees ranging from 1 yuan to 4 yuan, which will not exceed 3% of the cost price.

Until 2008, when the international financial crisis broke out, the "Kell sea" OEM order was reduced at once. Is it to wait for the crisis to pass, or to change the crisis into opportunities, to create its own brand? Xu Jia Jia chose the latter, successfully registered the "Kai house" brand, and took the domestic market as the focus, and took the first step of self created brand. This change has raised the profit of every shirt sold to 30% at a time. Similarly, the production of shirts, the production of 10 shirts in the past can be done in a shirt, and the clothes can be labeled with their own name. This gave Xu Jiajia a sweet taste of bitterness.

Second jump: stick others' cards to others to paste my cards.

"If we did not take this step at the beginning, maybe we would still wait for a long time in the shadow of the global economic crisis." Facts also prove that the step taken by Xu Jiajia is right. Transformation and upgrading bring new opportunities and opportunities to enterprises.

Just last month, Israeli businessman URI came to the "Kell sea", hoping to get the OEM of the "Kai house" brand men's shirt. Uri is a businessman who specializes in high-end men's shirts. Currently, it sells high-end men's shirts in many European countries. This is also the first shirt brand introduced by URI from China.

"Now request to paste us. brand There are more and more foreign businessmen. We are considering selective licensing. We will focus on pushing the domestic market, branding the brand and stepping into the international market. Now that we have registered in the United States, we have contacted the local shirt dealers. When the time comes, the "Kai house" from China will appear in the US market. Xu Jiajia told reporters with confidence.

Third hop: from single to series

Xu Jiajia now has to communicate with designers far away in Tianjin every week to discuss the design details of men's clothing and style. She said: "in our enterprises do not see the designer, I will not let the designer stay in the flat water for our design. Our designers will always run in all major markets around the world, in Hongkong, Italy, France and Japan, but we keep in touch with each other. They will always bring us new inspiration and experience. On the Internet, we often exchange late into the night. We have many special models and details. Design That's how it came... "

Although "Kai house" is a young brand, it has integrated many advantages of the international first-line brand and its unique personality. For example, the unique silk slide post-processing technology for fabrics can make the upper body feel comfortable and considerate, and the addition of winter clothes will make the upper body feel warm and intimate. "Kai house" also has a series of restoring body types. Through stereoscopic cutting, the obese person looks thin, while the thin person looks full.

Starting from the shirt, now "Kai house" has been involved in the production of men's trousers, the next step will also produce casual wear, sweater, T-shirt, so that a single species to a series of leaps and bounds. At the same time, this year, "Kai house" will open its own direct store to achieve production and marketing integration, from production to zero terminal, elongate the industrial chain, and realize the spanformation and upgrading of enterprises.