"I've always had a very clear idea - to be my own brand." Recently, Chen Minyi, general manager of Dongguan Sanqiqi Road Fashion Co., Ltd. (daughter of Chen Guanfu, chairman of Dongguan Sanqi Road Fashion Co., Ltd.) , Australia Murdoch University Master of Business Administration) interviewed this reporter, once again expressed to reporters the confidence and determination of Sanqi Road industrial restructuring.
Is to continue a simple road to OEM, or consider re-strategic adjustment of enterprises, and open up another brand new self-brand new world? While many garment OEM enterprises are still hesitating, the sacred flag road has successfully completed the repositioning of the enterprise's role with the two major brands of "Sanqi" and "Silko" owned by it. This also makes it in the face of financial crisis sweeping the world, Dongguan textile and garment industry in a "winter" situation can calmly face and maintain the momentum of steady progress, which is for the future development of other textile enterprises in Dongguan, An opportunity to think and learn from.
Bit by bit, from OEM to brand <br> was founded in the mid-eighties of the last century, St. flag Road Fashion Co., Ltd. can be said to have witnessed the history of China's reform and opening up two-thirds. From the initial OEM processing for the processing trade, dozens of staff clothing processing workshops, now has an area of ​​more than 60,000 square meters, more than 3,000 employees of the needle-knit apparel industry groups, and set the "National Mianjian products "," Brand-name products in Guangdong Province "," Guangdong famous brand "glorious title in one, to the domestic and foreign high-end women's market launched an impact.
Eighties to the early nineties, Saint-flag road has been made in Hong Kong, Europe's OEM clothing exports. By virtue of the high degree of integrity and reputation enjoyed by overseas apparel clients, its export-oriented apparel processing continues to grow from low-grade to high-end. The mid-nineties, the flag of the flag devaluation of the "Holy Flag" brand series of wool-knit women's wear in the country a short time quickly, by consumers. In the 21st century, with the continuous improvement of the Chinese women's clothing quality, especially for the natural environment and healthy living environment, in-depth understanding and pursuit of fashion Dongguan City, St. flag Road Fashion Co., Ltd. in the nineties of last century, combined with the needs of China's garment market, The introduction of Cifuca into China, and after continuous efforts by designers, relying on Paris, Hong Kong, Guangzhou, Beijing, four information centers, combined with the Chinese women's pursuit of elegance, beauty and health, created a healthy and stylish Women's brand style, but also set off a healthy concept of fresh air in the country.
Speaking of the creation of the Cifuca brand, Miss CHAN Man-yee filled with emotion. She said: "After all, OEM is to make wedding clothes for others and I have always had a clear idea that I must be myself Of the brand! Because the brand is the fundamental business survival.But during the Silk Road because of many reasons difficult to launch, good company all the way to adhere to and you bit by bit to accumulate, only today 'Silk Card '"
It is reported that in the November 2 opening of the upcoming Grand Lang Mao Weaving Fair, San Qi Road will be the first launch of 'silk Buddha card' brand, then the third generation 'Silk Card' store's new image will also be Weaving Fair debut.
Docking concept, brand management strategy <br> St. flag Road because the company is to start from the OEM, whether from management to technology and customer service to the market, are gradually improving, slowly and surely developed. In terms of human resources and technology, in addition to the company's own training, it has also introduced high-quality professionals to some domestic colleges and universities and industries that have strength.
In order to meet the needs of the market, Sanqi Road Company set up an efficient marketing elite team, with direct sales chain, franchising, business alliances and other business models in the country quickly built a strong chain sales network, so that " St. "," silk Buddha card "two brand to further expand the visibility.
As a top student Miss Chen Min-yi direct-chain, franchising business strategy has its own unique insights. She said: "The brand is not necessarily a store.Products have their own target market and target customers, the target customers recognized the product, it can be called the brand.So I value the concept of partnership and docking, business and partners The common development of the brand to promote the process played a significant role.
The reporter saw that in the "silk Buddha card" franchising strategy, "there is a brand management concept" is listed as the franchisee must have the first condition. The holy flag road company to support the franchisee and brand promotion is spared no effort, such as pre-opening franchisees on the location of the franchise, shopping district environment and other factors for a detailed analysis of the franchise for the design of professional image, to provide professional supervision Display training, installation of a unified terminal management information system. In addition, San Qi Road Company also participated in fashion fairs and media campaigns to promote the brand image of the product.
Into the "silk Buddha card," the third generation of the image shop, filled with stylish brown coffee store tone, together with the spotlights condenser effect, the entire store highlights a natural, fresh store environment. A piece of "Silk Fox" series of costumes that condenses the painstaking efforts of designers showcases the elegant, beautiful and healthy brand style of women through the series of colors, styles and accessories with a combination of aesthetic style The strong pursuit of Silk Road, but also highlights the "natural endoplasmic, healthy life," the brand culture.
At the end of the interview, Ms CHAN Man-yee looked very calm about the current achievements of Sanqi Road Company. She used a moderation course to describe the industrial transformation of Sanqi Road and to proceed smoothly and calmly in the long and difficult process At present, the influence of the two major brands of "Sanqi" and "Silkoam" in Sanqi Road Company needs to be improved. Only by constantly adjusting and keeping up with the international trend will it be eliminated by the times.
According to reports, in 2009 "silk Buddha card" spring and summer is about to launch, we can see that "Silk Buddha card" full market development potential. Under the strong attack of the financial crisis, Sanqi Road Company still maintained a steady momentum of development and became a model of successful transformation from single OEM to self-owned brands and multi-channel development. (Reporter Wang Xiaoli)
Silk Buddha Address: Changping Town, Dongguan City, Guangdong Province, Shahukou Management District Tel:
Fax:
Website: http: //