Interview With Jing Aimei, Chairman Of Shanghai Three Run Garments Co., Ltd.

Visit Shanghai three run

Jing Aimei's discovery:

1, the value of foreign trade processing in the entire industrial chain is not high. It is an indisputable fact that we must develop our own original.

2, since the market is fair to everyone, as long as we practice the brand's "internal strength", we are not afraid that the brand will not have a future.

3, long-term experience in foreign trade accumulation provides a good foundation and platform for the original brand.

Foreign trade to domestic sales step by step

"In 2010, the turnover of our foreign trade increased by 36 compared with last year, and we have maintained a growth trend in recent years."

From the beginning of the international financial crisis, the clothing industry almost raised the "foreign trade" color change, but when Jing Aimei talked about foreign trade business, he proudly listed the figure to reporters.

Then, she specifically said: "we have to admit that there are potential threats to the foreign trade industry, such as manpower costs and material costs.

But from another perspective, the macroeconomic policy of the state is still a driving force for us. Aiming at the pressure of RMB appreciation, the exchange rate of the country has stabilized recently.

It can be said that the environment for foreign trade is not as loose as before, but it has not yet come to the time when we want to completely withdraw from the foreign trade market.

In addition, our company has 20 years of experience and a mature team in the foreign trade industry. In the short term, foreign trade will still create a good profit for us. "

To be an excellent corporate helper, we must take a broader view.

It is an indisputable fact that the value of foreign trade processing is not high in the whole industrial chain.

Although our foreign trade business is developing continuously, it is foreseeable that after five or ten years, foreign trade will not continue to develop.

It is imperative to develop its own original brand, in fact, before the financial crisis, we have begun to operate our own brand and open up the domestic market.

Jing Aimei told reporters.

It is understood that Shanghai three run clothing from the previous 100 to do foreign trade, to the current foreign trade accounted for 80, domestic sales accounted for 20, the pformation of enterprises calm and steady.

Jing Aimei also said that in the next few years, we can strive to achieve a fair share of foreign trade and domestic sales, and then slowly highlight the advantages of the original brand. This will be a gradual process, and we must never rush to achieve it overnight.

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Foreign trade helps domestic sales

After decades of development, China's women's clothing has already formed a relatively mature market system. Any new brand entry is even a piece of cake.

Three it is also well prepared for clothing before turning to domestic sales.

Since the market is fair to everyone, as long as we practice the brand's "internal strength", we are not afraid that the brand will not have a future.

Sometimes disadvantages can be turned into advantages.

In an era of segmented consumption, the more mature the market, the better the positioning of new brands.

Jing Aimei introduced: "SUNVIEW. is still the main brand of our three run brand. The senior female white-collar worker, aged 29 to 39, is also targeting this age stage. Some brands emphasize neutrality, some focus on personality, and some are extravagant, while we focus on fashion, simplicity, intellectuality and elegance, and Chinese plations as" sunshine scenery ". This name also symbolizes the positive and optimistic state of their work.

First of all, only by doing such a market segmentation can we concentrate on our brand, otherwise we will not be able to do it too well.

For many people, foreign trade has hindered the development of original brands, but in fact it is not.

A completely independent team of professional managers, second, to do foreign trade has a good cash flow, can become a brand development fund backing; third, to do foreign trade, we have excellent raw material procurement capacity, the original brand of raw material procurement will be relatively small, but the familiar supplier is very willing to support us unconditionally; fourth, long-term foreign trade has formed a strong production capacity, such as export a month, we can produce 700 thousand clothes, then the original brand in the terminal of the best selling style of continuous productivity is not a problem; fifth, from foreign trade, we are oriented towards the Japanese market, a sense of quality from the fabric to sewing technology from Japan, will also integrate into our own brand. Jing Aimei said: "first, our foreign trade and brand operation is 2.

"Of course, in turn, the idea of original brand design and operation is also beneficial to foreign trade.

Many times, foreign businessmen came over to see that they had the style they liked in SUNVIEW and used it directly. "

From Jing Aimei's speech, we can see that she has a long-term plan whether it is for three run clothes or for her own brand.

She added: "it is precisely because we are ready to go step by step to participate in the CHIC activity for a long time. Next year will be our three run fifth year exhibition.

We hope that this platform can attract more agents and constantly enhance the reputation of our company and brand.

I also want to see that CHIC will provide more professional services to our exhibitors in the future, such as a clearer classification of customers. As our brand is usually the terminal channel mode of "shop in store", then we hope that we can have an in-depth communication with the heads of the main department stores in the country on CHIC.