Wang Weijia: Striving To Become An International Fashion Brand Center

In the pformation and upgrading planning of garment industry in Pinghu (2012 - 2020), it is proposed to truly form an international advanced garment manufacturing base and fashion brand center in terms of resources and formats. It is also necessary to strive to achieve independent brand sales by 25% in 2020.

Build brand, enhance industrial added value, and strive to become an international fashion brand center.

The Scandinavian Town, the boundless snow forest, the magnificent ancient ship, the fantastic and interesting castle...

These scenes that only exist in fairy tales have come true in Pinghu.

"This is the experience Hall of our company," Yi Jialin happy dream workshop ", where children wear cartoon character costumes, take the character props, and become the protagonists in the story.

Wang Weijia, chairman of Zhejiang Ai Fu game Packaging Culture Industry Co., Ltd., told reporters that this will speed up the pformation and upgrading of the company.

In 2003, Zhejiang Ai Fu game clothing industry Co., Ltd. was also known as "Zhejiang IIF Textile Co., Ltd.". It is a company specializing in European and American Games and OEM processing.

However, this pattern has been developing for some time, and chairman Wang Weijia soon found the problem.

"OEM enterprises are passive and have no initiative."

Wang Weijia said that although the foreign sales market was good at that time, enterprises had to be independent and unable to rely solely on the brand of others if they wanted to develop in the long run.

So in 2007, Wang Weijia began to set up a design and research team to participate in R & D or independently develop game packaging products and create independent brands.

"We also put forward the concept of children's life game suit, which not only opened up the difference between traditional children's clothing, but also integrated into the culture, creativity, fashion and new fashion, making it a unique show in children's wear market.

Wang Weijia said.

After several years of exploration, according to the brand of Eve, the share of the global game market has been increasing. The honor of "the best gameplay category supplier in the world" and "the ten outstanding suppliers of the world" by Disney, the United States, have made it easier for Ai Fu to develop smoothly.

In October 2014, Wang Weijia sought a breakthrough in the extension of the industrial chain, and began to formally enter the operation of the Yi Jialin happy dream workshop.

"This not only makes the company succeed from the simple clothing brand marketing to the brand culture marketing.

It has made it possible for IIF to complete the leap and combination of the industrial production from the low value chain to the high value-added modern cultural and creative industries, and completed the innovation in the development of cultural and creative industries.

Reporter from

According to the letter Bureau, in order to seek new competitive advantages, more and more Pinghu OEM (OEM) garment enterprises have increased the intensity of product design, research and development and brand building. Last year, the value of private brand output of Pinghu garment industry accounted for 10%.

For example, the "ESGUARD" outdoor of Zhejiang Si Jia Garments Co., Ltd.

The brand was founded in 1994. In 2008, it was recognized by China's well-known trademark. It became one of the only two well-known trademarks of outdoor brands in China. It was also the sponsor of Zhejiang gymnastics team.

It is understood that in September 2013, led by the two core links of "design research and development" and "brand marketing", the Pinghu municipal government invested in the establishment of Pinghu clothing culture and creative garden, which played a good bridge and leading role in the process of optimizing and upgrading Pinghu's garment industry.

"To lead the fashion with originality, to enhance the charm with creativity, and to promote the overall pformation and upgrading of the garment industry".

According to the relevant person in charge of the Pinghu Municipal Bureau of letters, relying on Pinghu clothing culture and creative park, the government will actively guide local garment enterprises to carry out exchanges and cooperation with international fashion institutions, grasp the trend of fashion, gather cultural and creative elements, promote the creation of independent brands, and accelerate the pformation of Pinghu garments from "OEM (OEM)" to "ODM (OEM)" and "OBM (OEM)".