Di Shang Group: A Model For Foreign Trade Enterprises In The World

From September 17th to 20th, the twentieth China Textile and apparel Trade Fair (Paris) and Paris international clothing and accessories procurement exhibition will be opened at Paris bocet Exhibition Center. This year is the second year of the Ministry of Commerce's "independent brand export growth action plan". Many excellent brand enterprises will once again shine in Paris. The creation of a brand to promote a brand can tell too many stories. It is a coincidence. It is an initial dream, a love of a cavity or a persistent belief.

From this stage, let's go to a series of reports on "paying tribute to the brand" to review the path that these brands have gone through.

From a traditional clothing trade enterprise to become China's largest clothing One of the import and export enterprises, the group has been used for more than 20 years, from small to large, from weak to strong, from OEM (raw materials to sample processing) to ODM (independent design and manufacture).

And the overwhelming majority of China at that time clothing Like the enterprise, the founding of the group was also based on three to one supplement, with OEM orders, and processing fees. At that time, the enterprise not only did not have its own brand, its own design, even the most basic lines and buttons should be provided by customers. Although the scale of the enterprise has been expanding, it has been called the "king of foundry" by the media. But the people are not satisfied with it. They are determined to build their own brand and strive for it. international market The right to speak.

Prime minister to visit Di Shang

Industrial chain: layout of global production and marketing

At the beginning of entrepreneurship, because the intermediate links of foreign trade importers, wholesalers and other intermediate enterprises lie between the enterprises and the end consumers, the meager profits can hardly enrich the strength of the enterprises, and at the same time, they can not reach a higher level of service field, let alone fight for them. international market Deep identity. Therefore, the group has been committed to direct sales terminal channel layout and construction.

For this reason, the group has set up trading companies in the United States, Britain, Germany, Italy, Japan and South Korea, and has set up offices in Australia, Canada, Holland, Belgium and other places, forming a direct sales channel covering Europe and Asia, and trading business directly to terminal retail stores, Department stores and so on.

Zhang Shizhe, general manager of Weihai Di Shang Keni Fashion Co., Ltd., taking the United States as an example, Di Shang Group Elegance Fashion, a company engaged in the development of retailers, has directly entered products such as LORD AND TAYLOR, NORDSTROM, BLOOMINGDALES, KOHL, S, JCP and other high-end department stores, and has established a solid cooperative relationship with customers such as BUFFLO and S. Through these independent sales channels, the intermediate links have been reduced, the profit margins have been expanded, the market autonomy has been strengthened, and the service capabilities have been improved and improved, thus laying the foundation for building independent brands.

At the same time, di Shang also actively promoted the global strategy of production layout, not only built domestic production bases in Weihai, Qingdao, Linyi, Jining, Dalian, Guizhou, Rizhao, Henan, but also built production bases in Burma, Kampuchea, Bangladesh and other countries in Southeast Asia.

2016 new buildings in Bangladesh

2014 Kampuchea factory

Burma factory

In Zhang Shizhe's view, "the layout of the group is designed to form scale advantages while optimizing the allocation of international capacity and spanferring low value-added products to overseas base production. The domestic production base focuses on the development and production of high-end products, creating conditions for high-end products and enhancing the ability of master design."

National fabric Museum

Design is kinetic energy: force design end.

Self design is the only way for Di Shang to realize the spanformation from OEM to ODM. It is also a key step to further strive for market initiative and create an independent brand.

Di Shang adopted the strategy of combining external force with internal strength: on the one hand, introducing advanced foreign design resources to break through the bottleneck of weak domestic design and difficult to grasp the international trend of popularity; on the other hand, efforts should be made to develop industry university research cooperation and build designer platforms to help local designers grow.

Zhang Shizhe said that she had established partnerships with designers in cities such as Milan, Paris, London, Tokyo and Seoul, and set up design companies and designer studios in 6 countries including France, Spain, Germany and so on, directly absorbing the world's top design talents for enterprises. For example, the CHI WAI team and Huang Zhiyong team, which are specially designed for the world-renowned brand ZARA, such as Jean Mark, French founding master Niels, Korean famous designer Lin Dongjiu and so on, they not only provide fashion support for fashion trends, fine clothes technology, product design, research and development, but also promote the growth of the domestic independent designer team.

6A Di Group Innovation Center

In 2014, the dis group set up the China Fashion Design Innovation Center, gathering the resources of outstanding designers at home and abroad for garment design research and development. In 2015, we created the fashion designer of Di Shang, creating a space for thousands of square meters of space, equipped with skilled craftsmen, craftsmen and sample makers, and set up a small batch production line. We have gathered more than 100 young designers to set up independent studios in Chuang Chuang space to carry out design, research and development. Di Shang and the Chinese Fashion Designers Association jointly organized the "Di Shang Cup" Chinese fashion design competition, which has become the top prize design competition of the Chinese apparel industry. Every year, a group of designers will come out of the competition.

Designer studio in public space

At present, di Shang has nearly 50 business units in China. Each department has its own design team, and has formed a network information system all over the world. It has built up a new industrial chain of product market feedback, design, production and sales, and has truly grasped the initiative of design. As an original design manufacturer, di Shang has been working with more than 400 brands around the world, exporting more than one hundred million garments (sets) each year, and over 95% of them are designed independently.

Brand is catalyst: it is global.

With the maturity of independent channels and the improvement of independent design ability, the road of independent brand of Di Shang Group is more and more firm. At first, he built up his own brand operation team and retail channel by acting as an international brand, and accumulated experience of international brand operation. Now, through his acquisition, he has promoted his own brand to better promote the international market.

It is understood that the dis group has 5 clothing companies and 10 independent brands in the United States, such as Brandon Thomas and Cherry Elegance Fashion. Among them, the Cowboy brand Indigo Rein (Indian brother Prince) was launched in 2009, becoming a well-known Chinese brand in the US market. In 2012, the dis Group acquired AVISTA, one of the three largest clothing companies in Korea, earning its four internationally renowned brands such as BNX and TANKUS.

The operation experience of overseas Brand Company has further enhanced the brand operation ability of the group. Zhang Shizhe introduced that dice has successfully operated high-end women's clothing "FERAUD", casual men's wear "IZOD" and fashion Women's clothing "GR" and other well-known brands, set up more than 200 stores in China. At the same time, online brands such as Lilith A Paris and BLUESKY have entered a steady growth period.

Whether it is the layout of the global production and marketing chain, or the high esteem for independent design, and thus firmly taking the road of independent brand, the group has the courage to innovate, innovate and create a new model. Di Shang Group wants China clothing All over the world!