Ermenegildo Zegna, Zara, Dunhill, Alain Delon, and many other big-name clothes are Mailyard processing, but in the real sense, Mailyard not make money.
Why we can not service the international brand of technology and production levels into Mailyard the core competitiveness of its own brand for the Chinese people?
Because in China, the land of magic too much interpretation, including the brand of magic, many in foreign countries are not what the brand will be fired into the big names in the country.
20 years ago did not "earn any money," King of export
"International Aviation News": In recent years, China's foreign trade environment is rapidly deteriorating, as one of the leading domestic apparel exports, apparel trade do you think the main difficulty at present come from?
Yang Wen Sun: Mailyard from the date of creation has been among the forefront of China's garment exports this year are still maintained a high level. Apparel exports in recent years has greatly changed the market environment, one of China's export surplus is too large, causing international trade protectionism; Second, the state industrial policy adjustments, the export tax rebate reduction, reduction in other areas of policy support; Third, the continued appreciation of RMB , on the garment export trade is very large; Fourth, financing costs on the rise, the interest rate continues to adjust; Fifth, labor and other production costs rose sharply. These are for the whole garment industry based on thin profits, many processing companies no profits to be earned.
To Mailyard example, last year the exports increased by nearly 30%, if such a rate five years ago, our processing trade will not fall below 50 million annual profit. Last year, our exports increased, export profits are only a mere 18 million. That which consumes about 10 million rate increase, wages and salaries, about 11 million foreign exchange loss, plus bank interest costs and reduced export tax rebates, as well as water, electricity, oil, coal prices, 34 million of profits not the.
"International Aviation News": It is said Mailyard being a big adjustment, re-Shahui the domestic market, is the pressure led to the altered?
Yang Wen Sun: Actually, when one of the reasons is that I do not quite meet my bones only to other people in the wedding gown. I am the end of 1995 to Mailyard the end of 1997 served as general manager Mailyard sales, in the course of work into this platform, I felt at that time, China's apparel is not a strictly commercial brand. The commercial operation in the industry began to have some understanding of the brand, it really started to work in this direction.
"International Aviation News": you do not intend to only another person to do the wedding dress was? But this business of you own brand as the main export-processing enterprises, the extent of risk?
Yang Wen Sun: From 1985 to 2005, are the natural state Mailyard an industrial brand to others to do the wedding dress was also , do some products sold in the domestic market. However, because of their brand positioning and target consumer groups, business strategic thinking is not clear, the operation is unattended, the brand philosophy, market positioning, design, target groups, locked, marketing, and so no overall strategy, so no exaggeration to say that although the processing of the first 20 years we export and sell a lot of independent clothing, but did not really make money.
Course, Mailyard for 20 years, clothing, or have their own long-term, which is Mailyard with the international market in the process, introduce, study, master some of the most advanced garment production techniques and technologies, established a sound market management system.
Have world-class production technology, with the processing of international famous brand experience Mailyard the face of the brand around the world have come to China to seize the market can stand it? So we started adjusting their development strategies, the implementation of the management policy of domestic and international markets simultaneously. Since 2005, we carried out a bold reform of management system, according to the model of market-oriented operation really started from OEM to brand the operation of commercial direction.
Brand operation, Mailyard is recruits. But many international brands, including Ermenegildo Zegna, Zara, Dunhill, Alain Delon, and many other big names are Mailyard processing. I think so many foreign brands can enter China Mailyard how the market can not win at home in front of a world do? Why we can not service the international brand of technology and production levels into Mailyard the core competitiveness of its own brand for the Chinese people?
Brand military entrepreneurs dream "International Aviation News": Do you have military service experience, do you think the military experience of the management company what the pros and cons?
Yang Wen Sun: From a managerial point of view, companies have in common with the army, commander war, first plan out the strategy, the second is the decision, three is good. The same is true enterprise management, planning and good business development strategy, in numerous market competition environment, identify their core competencies, combined with the characteristics of the enterprises themselves, to develop good programs. And then establish a good system, with good people. A good system so bad guys become good, a bad system, bad for good. If the system is set up, select the right people implementing the strategy, there is such a team, this company is like an army on the battlefield with the probability of success. I am China Agriculture Net writer, reports some information about disposable coveralls , flame resistant clothes.
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