Time went back to the late 1980s. In a black-and-white photo, Zhang Rulin, who lives in Xingcheng City, was holding a small bathing suit by her hand-made swimsuit. The name was faintly known as "Jinfan ".
This is the first Xingcheng swimsuit company - Xingcheng voyage swimsuit factory products, put up their own name of the first trademark. And this moment, has also been forever recorded Xingcheng swimwear in the history of the development.
As time goes by in the 21st century, 70% of the world's swimwear is made in China, of which 38.7% is contributed by Xingcheng of Huludao City. In addition to domestic products, but also exported to Europe, the United States, Russia, Africa, Southeast Asia, more than 20 countries and regions; independent brand of 71; "Kaidi Long", "Butterfly Poseidon", "Bonis" and other brands have been concerned about , France, Russia, South Korea and other countries were registered, "Oasi Bird", "Three surprises" and a number of well-known brands in China have established their own flagship store.
Hand-held tickets into the international arena
What is the brand? Some people say that style, some people say that fashion, some say it is quality, some people say that the story. In fact, the brand is a collection of these concepts.
A world-class brand building, it will take decades or even centuries.
When we turn around and see Xingcheng swimwear brand growth path, by chance there is inevitable, many, such as weeds sturdy growth Xingcheng swimwear companies give us many thoughts. "If we had to engage OEM brand and then die, and now more than 200 countries in the world, more than 150 countries Xingcheng swimsuit!" Huludao Jin Rong Garment Co., Ltd. Chairman Bai Shijun very proud.
Xingcheng swimsuit rely on its own brand, its influence is even greater than the swimwear industry in other provinces and cities in China, which makes Guangdong, Zhejiang, Fujian had no visibility at this time the northern town admiration. Reform and opening up step big, well-informed Southerners and the outside world, especially foreign investors are much more, so the swimsuit is mostly OEM, swimwear business in the South, "initiative", actually forced Xingcheng swimsuit in helpless, unintentional In not only survived, but also rapid development, grow up.
With its own brand, got a ticket to enter the international market.
In 2008, the economic crisis spread to the whole world. Some swimwear enterprises in South China stopped or switched their business due to risk aversion. In addition, because of the structural adjustment and transformation of industries and the shortage of labor and other factors, it is difficult to pay back the bills in one time, and there are few orders. Xingcheng swimsuit because of the establishment of their own brands and surviving everywhere, changing from passive to active, so that a large number of orders flock to Xingcheng.
Xingcheng swimwear industry has this sentence: OEM such as pigs, brands such as adopted son. OEM production is a single one, the pursuit of short-term interests; their own brand is like a long-term commitment to raising children, effort and غير مجاز مي باشدt a lot of money. At present, China has become an important market for international brand competition. In this fiercely competitive market, swimwear enterprises should think about: what kind of ability do we have to participate in international competition? Where are our competitiveness? "The brand is The value of the garment industry to create the core of the garment industry itself determines the characteristics of the transformation and upgrading of the industry's core strategy is the brand strategy. "China National Garment Association, Chen Dapeng, vice president that the brand strategy will be the next 5 to 10 years, the most important industry development . At this point, Xingcheng swimsuit people are very clever. Brand no effect, slowly build; no history, little by little precipitation. At least, they can do what they can from now on, from quality to fashion to service, starting from every little bit. First of all, let the domestic consumers accept, cognition, and then step by step to the world. Especially the last 10 years, Xingcheng swimwear brand is developing very rapidly, showing a pattern of flourishing.
There are some large-scale sales of popular brands, there are some from the designer, creative, more accurate positioning of the personalized, high-end brand, Xingcheng swimwear brand more and more international development. In fact, the development of foreign brands have also gone through the same road, Xingcheng swimwear brand to use shorter time to catch up with others for decades, hundreds of years of development. "By their own brand to blaze a trail of blood!" This should be said Xingcheng swimwear industry in the face of adversity success secret.
Borrow the boat to the world to dance with the brand
2009 - 2010, the hottest word in the industry is the "acquisition": Geely acquired Volvo, Teng acquisition of Hummer. China's clothing brand naturally unwilling, continue rumors of acquisitions. ? During this period, known as the "first city off the border," said Huludao, Xingcheng swimwear collective set off overseas "M & A tide," a number of swimwear manufacturers made the acquisition of foreign companies to seize the international market strategy deploy.
The purpose of the acquisition, nothing more than to make the "Chinese brand" as a "world brand." To acquire foreign brands, at least based on the following three considerations: access to international brand awareness and cultural background; access to foreign brands R & D team support; access to foreign markets channels and networks.
Tak Jung Garment Co., Ltd. is Xingcheng pillar swimwear business, and Starburst Sporting Goods Co., Ltd. jointly funded 4.8 million US dollars successful acquisition of the British company British Gail. Subsequently, Duron Garment Co., Ltd. seized the opportunity to invest USD 3.9 million to acquire a 51% stake in Russia's Gilitskiy Igor. Through the acquisition, access to the most core business value of Russian design capabilities, all well-known swimwear brand, all the quality customer resources and sales channels and other core assets of the actual control, for the enterprise to win a larger and more stable overseas market share.
Liaoning Jiulong Swimwear (Group) Co., Ltd. invested 3 million U.S. dollars to successfully acquire South Korea Silver and Rong Co., Ltd., Jiulong Swimwear also acquired the United States pioneer fashion design company, the Chinese side Winki won six major brand design, production and distribution rights and apparel fabric research and development design, Apparel design, brand management and promotion, the Chinese investment of 3.9 million US dollars, accounting for 70% of the shares.
Starway Sporting Goods Co., Ltd. is a swimwear design, production and sales of modern Sino-foreign joint ventures. It has always been committed to the development of international markets, can suffer from no good opportunity. In early 2009, the United States INGEAR and Starbuy reached a merger and acquisition cooperation agreement, Starbucks Sporting Goods Co., Ltd. acquired 50% of the other party's equity stake in the target board of directors, access to the actual control of the enterprise, so as to obtain the company's valuable All well-known swimwear brand and a large number of high-quality customer resources and sales channels and other core assets.
On July 31, Xingcheng Tiancheng Swimwear Co., Ltd., newly established, successfully acquired Huatiasi Sports Goods Co., Ltd. of Dongguan City. Tiancheng received Huaxuisi brand design, production and distribution rights and research and development of apparel fabrics, apparel design , Brand operation and promotion, the share of 51%. Xingcheng Tiancheng Swimming Services Co., Ltd. Li Haifeng, general manager, said the acquisition of Hua Daisi Sporting Goods Co., Ltd., the company will use advanced management experience, high-end R & D design, mature markets and brands quickly expand and strengthen the business . "In fact, these companies to buy overseas brands, or is intended to compete for the domestic market." Liaoning Provincial Association of clothing executive vice president and secretary general Wang said the Chinese swimwear industry is eager to change from OEM to ODM, with overseas brands, the desire is to further compete Domestic high-end market share. Therefore, to enhance the competitiveness of self-owned brands at home and abroad, and to promote the development of swimwear brands in the region, we must base ourselves on cultivating self-owned brands of apparel, promote the independent innovation design of apparel brands as the support, and promote the brand marketing to enhance the apparel industry Development level for the purpose of taking the government to promote social participation and the main part of the combination of independent brand development, all-round, multi-level promotion of independent brand clothing industry development ideas, the "brand promotion, corporate communications" as an industry Association's focus of work.
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