The Road Of Overseas Returnees And Overseas Entrepreneurs' Returnees

east

This means three simultaneous pformation: "foreign trade family" to attack domestic sales.

The brand that has been asleep for half a century should wake up.

KOOL brand is not a young brand.

In fact, it has been accompanied by the predecessor of the Oriental venture, Shanghai garment import and export company, which has been silent for nearly half a century.

The reason is very simple. The company has been famous for OEM in Europe and America for decades. Although it is registered in many overseas countries, KOOL brand is almost useless.

"KOOL sales amount to only a few hundred dollars a year, compared with the company's hundreds of millions of dollars of OEM exports, it can be ignored."

Market changes are coming quietly.

Qu Yuanqing, general manager of Oriental venture, admitted that, like many foreign trade enterprises, the company used to use cheap labor and resource costs to exchange overseas orders, but now the advantages of China's demographic dividend are gradually weakening, and global industrial pfer is spreading to Southeast Asia and Africa.

With the outbreak of the financial crisis, the developed countries' control over China's foreign trade is more severe. It is more and more difficult to earn money from the foundry industry as in the past.

No brand, no core competitiveness of processing trade, eat the whole industry chain is the lowest end, the smallest profit of a piece of cake.

In the past, there were more than 10000 pieces of clothing exported from the East in the past, but the average profit of each OEM garment was only 12 yuan, which was only a fraction of the final market profits abroad.

In the first half of last year, the export revenue of Dongfang venture capital was 894 million yuan, while its operating profit margin was only 4.83%.

The private brand that has been asleep for nearly half a century should wake up.

Qu Yuanqing introduced the same fabric, workmanship and style, and does not stick to European and American brands. Now it is launched with KOOL brand. The price is only 1/4 of the former, and the gross profit rate can reach two times of the former.

Consumers can enjoy the benefits, and the shareholders of the company will get more benefits. Even the production workers will receive more rewards for the improvement of the profit margins of each garment.

Seize the advantage of "quick season" in market pformation

With the coming of the financial crisis, the pressure of RMB appreciation has increased, making the risk of receiving foreign orders more and more.

"Now garment processing export, net profit only 2% - 3%, RMB appreciation, this part of the profits were covered."

The domestic demand market is in the ascendant.

In the next round of development, the pulling force of domestic consumption is expected to catch up with foreign trade and assess the situation.

In August last year, Dongfang started to set up an internal trade branch and officially launched the domestic market development.

The pain of "pformation" can be quite numerous: the foreign trade business, which mainly deals with sample processing and processing, requires few matters to worry about, what kind of clothing the customer needs to do, and do it well; it is quite different from selling the domestic market with their own brand names, from product design to brand marketing, and then to the commercial layout, all have to worry about, "selling before is strength, now spelling is brainpower".

Domestic garment manufacturers are numerous, and many have many years of domestic sales experience. In this field, what is the first thing to do in the east? Why should they compete with them? For this reason, the person in charge of the enterprise is full of confidence: "our first advantage is to beat the others one season."

In the past, with the foundation of cooperation with the international big names for many years, orient venture has always been able to understand the most popular trend in the international market at the first time.

When Dongfang venture is an international brand player, it can learn from the orders received in winter that the international trend of spring and summer will be more than a whole season.

From this point of view, foreign trade enterprises also have natural advantages in selling domestic products.

On the front page of KOOL brand domestic network platform, the slogan of "international big tailor" is strikingly marked.

For a long time, foreign trade products have always been synonymous with high quality.

In the long run, according to the quality requirements of the European and American high and medium grade brands, the Oriental venture has accumulated a high-quality workforce and a high quality production base, coupled with the accumulated funds accumulated over the years, which will become a powerful backing for the East venture to fight the domestic market.

Thorough pformation, the oldest enterprise to test the latest water mode

If we want to pform, we will turn it completely.

In addition to brand pformation and market pformation, the "returnees" road of Orient entrepreneurship has chosen a new business model -- e-commerce.

The oldest garment foreign trade enterprise in the country dare to compete with the "fast fashion" young enterprises such as fan Kai Cheng, because they are optimistic about the explosive growth potential of the online direct selling mode.

Data show that the average annual growth rate of e-commerce pactions in Shanghai has reached 44.3% over the past 8 years, and the proportion of e-commerce accounts for the total merchandise sales in 2009 has reached 10.4%.

In the past, Orient Business used traditional mode to do foreign trade business, mainly by going abroad to visit, and dealing with customers at trade fairs. In the future, using e-commerce to do direct selling is directly facing the end consumers with the help of the network platform, which not only saves a lot of rental costs, but also shortens the links between enterprises and consumers.

The fewer the intermediate links, the more effective the communication is, and the more accurate the consumers' needs are.

On the online shopping homepage of KOOL brand, there are a series of "fashion cultivation", "comfort and leisure", "classic series" and so on. There are "flower color, jacquard, stripes, grid" and other patterns. Consumers can sort themselves according to different styles, patterns and collar types, and pick out the commodities they need. This is the convenience brought by e-commerce.

For enterprises, it is easier to click online to record the data formed accurately to understand consumers' preferences and produce on demand.

Online less than a month, the site has reached nearly 200 thousand hits, sold more than one thousand products.

The number is not big, but the enterprise is full of confidence: "at the beginning, we are not familiar with it, trying to be more cautious, believing that customers who bought it once will buy second times, and the diversification and enrichment of products will bring about explosive growth in the future." Qu Yuanqing said, "Orient venture is planning to take a firm position in the domestic menswear sales market in ten years."