Jinjiang Shoes And Clothing Enterprises Test Water "Bundled" OEM

On the basis of traditional OEM, many enterprises have begun to deepen cooperation through equity cooperation and so on. - Jinjiang garment enterprises try the "bundled" foundry shop, Kangda shoe industry.

In recent days, Yao Yongzheng, the brand director, is busy discussing the OEM cooperation with a children's clothing company in Guangdong. According to Yao Yong's statement, "entering the final stage, there will be a creative way of cooperation".

The Golden Dragon Well, dragon clothing.

Cai Zhuolong, chairman of the board, has been taking care of the modern high quality underwear manufacturing base for several months. Here, he will come in a large number of related enterprises, which has a same purpose with Kang Tai, seeking the OEM for enterprises.

In the early days of Jinjiang's economic development, OEM has become a way for many enterprises to survive. This way still exists to a large extent today.

And with the rise of Jinjiang's local brands, they also delegate their finished goods orders to other factories, and make delivery at the same time within the agreed time. This is also the most traditional OEM mode.

However, there are also defects in this traditional way.

In particular, with the increasingly fierce market competition and increasingly diversified competition modes, how can enterprises ensure that OEM products meet the requirements and meet the time and market requirements?

Reporters visited the enterprise found that many Jinjiang clothing enterprises began to work hard in the way of OEM.

Worry: start to "trust" the traditional way of foundry. By visiting many sports brands in Jinjiang, the reporter learned that Anta, XTEP and other first-line brands set up a specialized clothing department, responsible for the development, design and production of garments, but some of them were produced by other companies. "Now the regional division of labor is becoming more and more detailed in all parts of the country. The ordinary sportswear is chosen in the Shishi OEM production, and the down garments are mostly chosen in Changshu."

A person in the industry told reporters.

Most of the two or three line brands choose to pack their clothing parts out, and the company is only responsible for the review of these products.

Altman (China) Co., Ltd., the predecessor of Jinjiang Kangda Shoes Co., Ltd., has started to enter the children's products series.

In Yao Yong's words, before October 2006, children's clothing was like "chicken ribs" in Jinjiang. At that time, it was just like a large number of children's shoes manufacturers in the world. It was originally a single enterprise. As early as the 90s of last century, when the foreign trade business of foreign trade enterprises was booming, Kangda registered a trademark of Altman. When the foreign trade environment was no longer as optimistic as before, Kangda began to operate its own Altman brand and upgraded it to Altman (China) Limited last year. With the company's comprehensive deployment of stores in the country, the company extended its tentacles to children's wear in 2006 October.

However, because of the lack of experience and foundation for developing and producing garments, the early investment in the children's clothing industry will be very large, and it may also lose the traditional advantages of its original children's shoes, which is accompanied by great risks. Because the time of Altman's trademark operation is not very long, the development of the brand must be strictly checked. If it is OEM to other OEM manufacturers, whether the quality of the products is consistent with the brand positioning is also worrying.

Yao Yong's worries are not unreasonable. In the clothing industry, there are few branding agents and agents who have been involved in disputes because of product quality problems, construction period problems or loan disputes. Once they are not handled well, they will get both sides.

According to Yao Yong, because the men's clothing enterprises in Jinjiang are relatively mature and have relatively strong R & D and design capabilities, they invite the enterprises in Jiangsu and Zhejiang to choose the more traditional way when they sell the OEM, that is, to design the products and submit them to OEM enterprises.

This can be said to be a pure OEM.

The clothing brand manufacturers of sports brand enterprises usually choose several cooperative OEM garment enterprises according to the different fabric.

There are different ways of OEM cooperation according to their own R & D and production capacity.

On the one hand, it is for the protection of brand, on the other hand is the urgent need to follow up the output. Kangda is in a difficult position here, because it is very difficult for them to hand over the fate of the company to the traditional OEM.

Liu Xiaoping, general manager of Shishi Shishi leather garment Weaving Co., Ltd., also said that in traditional terms, manufacturers can only produce samples according to the samples produced by the brands, but at present, this method needs urgent changes.

At this time, the dragon clothing (predecessor is Shen Hu gorgeous dress limited company) also encountered the same problem.

As a OEM enterprise, after more than ten years of foreign trade accumulation, the output value of dragon clothing will grow geometrically in the next few years. But with its own construction speed, this goal is difficult to achieve.

So Cai Zhuolong also thought of OEM processing, but this time he put it to others.

But he is not satisfied with the traditional way of subcontracting. "There is no denying that the traditional way of subcontracting has brought the initial development to many enterprises in Jinjiang. But from the point of efficiency and insurance coefficient, we need to find a better way of cooperation."

Cai Zhuolong said.

Exploration: mutual penetration of shares, R & D cooperation, the disadvantage of traditional OEM is that brands and manufacturers are purely employed and employed, and the intersection of interests is only confined to the stage of OEM relationship, which leads to the failure of cooperation between the two sides.

Now, most of the OEM enterprises and OEM enterprises have not formed a solid long-term relationship. In the short term, they may not find many disadvantages. However, because most brands in Jinjiang are not born for a long time, the brand positioning is not very clear. Such a situation is definitely not conducive to the long-term development of the brand.

Yao Yong thinks.

"In order to solve this dilemma, Altman began to explore new ways."

Yao Yong said that the company hopes to find professional children's wear enterprises to produce children's clothing for the company, but is afraid that the other party can not guarantee the quality of the brand, and thus bring risks.

"Then if we can pull the other party through a mechanism and let the two party be on the same boat, we can reduce the risk to a relatively small extent, and because the OEM manufacturers and authorized manufacturers can share their interests and stimulate the enthusiasm of the other party - this may solve the problem in essence."

Yao Yong said.

According to Yao Yong, this idea has entered a specific stage of operation. At present, Altman is negotiating with Guangdong a company specializing in the production of children's clothing. The two sides' ideas are more consistent. If there is no accident, they should soon be able to talk about it.

Yao Yong told reporters confidently.

Yao Yong told reporters that the intention of the two sides is basically: on the capital, Altman and the other enterprises through the equity penetration to form a community of interests, thereby having a certain right to speak and ensure consistency in decision-making.

The concrete practice is that Altman will inject capital into the foundry enterprise, and the other party will also hold Altman shares to some extent.

In the system, the company set up the outsourcing department, and the company and the other departments have reached the corresponding coordination. Under this mechanism, on the one hand, the company can make timely comments and suggestions on the previous products of the other party. On the other hand, the company will set up corresponding review system for the output of the other party's products, so as to ensure that the products produced by the OEM enterprises are in accordance with the brand positioning, channels and prices set by the company.

Because Altman is still at the stage of negotiation, he declined to disclose the name of his cooperation.

The concept of small play is also clear: the development of bundling.

Liu Xiaoping said that the relationship between small leather manufacturers and manufacturers is a "strategic alliance". The manufacturers have joined the small leather business, and the two sides have formed a partnership relationship.

The advantage of this is that, unlike traditional OEM, a simple order contract relationship between the brand and the manufacturer is tied up by the binding of the manufacturer.

Of course, not all productive enterprises can become small leather manufacturers.

It is understood that when looking for manufacturers, small play leather should also consider a lot of content.

In addition to production capacity, we also need to see whether the manufacturing enterprises have certain R & D capability. Will the products they design conflict with the style of small leather playing, and whether they can be well integrated?

All these factors need to be considered when we choose manufacturers. "

Liu Xiaoping said.

Liu Xiaoping introduced that after deciding the manufacturer, the design team of Xiao PI leather will work together with the design team of the manufacturer to design products that meet the needs of the market and conform to the small skin style.

This is different from the traditional OEM process.

Traditionally, manufacturers can only produce samples according to the samples produced by branding.

Now, because of the strategic alliance between us and the manufacturers, the growth of little leather is closely related to the manufacturers. Based on this, the manufacturers will also put forward various opinions on product design and R & D according to their production experience.

By collecting information from manufacturers and dealing with the information we collected from the market, we will be able to grasp market dynamics in a more timely manner. "

Liu Xiaoping said.

The difference between Cai Zhuolong and the former two focuses on "software" cooperation. It is more important to insist on "making the enterprise into an industry".

It is understood that the high quality underwear manufacturing base of dragon clothing in Jin Jing has been put into production. But according to Cai Zhuolong's plan, along with the improvement of manufacturing base construction, the upstream and downstream industrial enterprises will be introduced one by one, and the company will also have its own OEM.

"I will provide hardware, and I will further cooperate in the software environment such as management. I hope to establish" chain factory "in my base. All the companies that have OEM for me are tied up with me, and they will enlarge the underwear industry.

For his goal of 50 billion of the annual output value, Cai Zhuolong thought a lot of ideas.

I would like to remind you that: in depth cooperation, we must grasp the "deep" cooperation for the above enterprises. The industry has basically affirmed and at the same time raised some concerns. Many enterprises believe that under the current circumstances, brand enterprises choose long-term, fixed and trustworthy enterprises to compare insurance for their own OEM, but at the same time, such in-depth cooperation also has risks. The key is to grasp a "degree" problem.

Green, deputy director of technology of Fujian Green group, said that at present, almost all products of Green group are produced by themselves. Even when the construction period is very tight and production is very busy, it will ensure that Green controls production.

"As for the OEM, it is more questionable and textual research that we should put the production outside other enterprises, because there is no such consideration in the meantime."

Shen Weiping said.

Many enterprises also have doubts about further cooperation.

Liu Qingxia, manager of clothing department of happy wolf (China) Co., Ltd., said that the clothing products of wolf wolf are now OEM produced by other enterprises. According to the advantages of each OEM enterprise, knitted T-shirts are selected for OEM production in Guangdong, while the garments for woven fabrics are chosen in stone lions.

"Because there are many OEM companies that we cooperate with, we will not choose this kind of cooperation method of equity penetration, but strictly control the quality of the products produced by the other parties through the pre contract agreement and the product review process."

Liu Qingxia told reporters.

Besides, the head of another clothing brand company also pointed out more clearly that the risk of "bundling" cooperation with OEM enterprises is not small.

"The other side may not only give me a company to do the foundry, but if the cooperation is too deep, once the other party has problems, it will spread to my business.

The influence will be very great at this time. I think I can't get rid of it if I want to get rid of it.

The official said that although the traditional way of subcontracting has drawbacks, even if there is a problem, the losses are also temporary and temporary. In order to minimize the risk, he would rather abide by the original OEM.

Zhang Fasong, general manager of Liuhe Shenlong marketing and planning agency, believes that the deeper cooperation method that Altman chooses is more suitable for the latter part of the cooperation between the two enterprises.

Because in the initial stage of enterprise development, it is necessary to centralization.

At this time, we need a "leader" to coordinate the interests of all sides.