Kaiyang: From OEM For International Brand To International Brand

Haining Kaiyang Garments Co., Ltd., like snow leopard, is closely related to Haining leather city of China.

"We have 25 years of history and entered Haining Leather City in 1995."

Kaiyang chairman Xu Jianyang said in an interview with reporters, "our brand positioning for high-end men's wear has remained unchanged for many years."

In Haining, "we are the first company to make OEM", Xu Jianyang said. In the late 80s and early 90s, it was the stage of production and sales. During a period of time, Haining's clothes could not enter the shopping mall and became a synonym for low-grade, so the introduction of the brand was imminent.

Xu Jianyang said that Kaiyang introduced a famous brand in 1997. For those enterprises whose output value was only 12 million, the royalties were hundreds of thousands of yuan, which is a great risk.

However, this risk was lifted in second years, and enterprises began to taste the sweetness.

"Our pformation and upgrading really start with the introduction of brand names."

Xu Jianyang said that the brand they imported did not import LOGO like the outside world, but more importantly, it introduced the culture of technology and clothing.

"Brand introduction is a relatively successful step."

Xu Jianyang said, immediately after that, all leather clothing enterprises in Haining started to introduce various brands regardless of size. However, some enterprises did not do well after importing, only LOGO was introduced, and technology was not introduced.

With the success of brand introduction, some big companies began to take the initiative to come and hope to make OEM for them.

"OEM plays a great role in improving the quality and design concept of enterprises." Xu Jianyang believes that every company has a brand, each brand has its own culture, and through the OEM, it touches many products with different cultures and ideas, so that they can learn these cultures and ideas.

"Over the past two years, the entire fur market has been saturated and is going downhill."

Xu Jianyang told reporters that in 2012, the Haining Leather Industry Association organized enterprises to study in Italy and Turkey. During the inspection, it was found that the foreign economy was no better than that in China, but the history of foreign clothing culture was different from that in China, education culture was also different, and dress design was more specialized.

Seeing this situation, "I had an idea that I could have them help us to do it", so Xu Jianyang gave Kaiyang's trademark to the European enterprises, so that the other side could help Kaiyang produce clothes.

"Making garments in Turkey and labeling Kaiyang" is equivalent to saying that foreign enterprises are OEM for us.

Xu Jianyang said.

This one

The success has also caused a sensation, "European enterprises for Haining enterprises OEM" in the industry become a good story.

The reason is, Xu Jianyang said, some enterprises did not combine the needs of Chinese consumers with their own brand culture, but simply introduced European products. This is just a superficial statement, and the brand is not far away.

It is suggested that if you want to succeed, you must first select products that are suitable for your brand culture, and then adjust them according to the needs of different consumer markets, such as size,

Adjustment and so on.

He said that the Chinese figure is different from that of the Europeans, which needs to be adjusted on the basis of European clothing styles until they are suitable for Chinese people.

And in the future, Kaiyang is planning to open factory stores into shopping malls.

Xu Jianyang said, at present, the department stores in China are not operating well, and shopping malls are looking for new breakthroughs, looking for new business models, and opening factory stores into shopping malls. This concept is relatively new, which has aroused interest and concern in shopping malls.

This mode is the cooperation between production enterprises and shopping malls.

Xu Jianyang introduced that shopping malls provide venues for enterprises. With the help of shopping malls, the enterprises have the right to decorate and manage marketing, and clothes are directly located in the shopping malls and consumers with the prices of factories.

He said Kay Yang has tried to open a factory store in Shandong and will expand it to all parts of the country once it is successful.