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Chen Youhuan: Relying On Strong Industrial Chain To Create "First Cowboy"

2014/4/26 12:44:00 45

Brand Characteristics Branding Production Process Communication

P, 2014's CHIC, when the Junan cowboy is again in the sight of people, the clothing Times reporter, who has been paying attention to the safety of the cowboy, has found that this year's exhibitors are not fighting in the past. They display themselves in a holistic style. The whole style wants to express, apart from each exhibitor's different a href= "//www.sjfzxm.com/business/" > brand characteristics < /a >, it also highlights the "representative safety Cowboy", a fairly representative regional brand banner.

starting from "three to one complement",

speaking of the development of the cowboy industry of Junan, Chen Youhuan, the deputy mayor of Junan Town and the director of the Bureau of economic and technological promotion, is known as a treasure.

"there is a historical soil suitable for its root, germination and growth in the production of any local industry. The uniform jeans industry is no exception.

The development of Junan denim garment industry is mainly due to the first step of the open policy and the market environment adjacent to Hong Kong and Macao.

Chen Youhuan told the clothing Times reporter that "the policy of" three to one subsidy "in the early 80s of last century has attracted a large number of Hong Kong and Macao capital to go home to set up factories in rural areas. The knitted garment was first introduced in the first place. In 1983, the first cowboy processing enterprise began to develop in a safe way and went through 20 years of development. In 2003, it entered the rapid growth period of the cowboy industry. At the peak, the production enterprises reached more than 1200, and the high-speed growth period lasted until 2008, when the financial debt crisis broke out in the United States, and the growth in 2009 began to slow down year by year.

in order to make the cowboy of peace keeping bigger and stronger, the development of < a href= "//www.sjfzxm.com/business/" > branding < /a > is the trend of the times. The brand building is on the one hand the building of regional brand, and the building of the enterprise's own brand.

In building the regional brand of "Junan Cowboy", Junan is through the formulation of the denim clothing alliance standard, and the alliance enterprises are bound to go out to sea and develop together. The two is to publicize the regional brand of "Junan Cowboy" through exhibition strength.

At present, there are more and more well-known clothing enterprises and brands, such as the famous trademark of Li Gao, such as "Li Gao", the "ADLO" of the company, the "mark" of the company, the "EVERSTAR" of the company.

Junan cowboy industry has always been export oriented because of its initial processing. Most enterprises do not pay attention to the cultivation of their own brands, and when the market is outside, the risk resisting ability is weak when the external market environment is deteriorating.

In view of the weakness in development, some excellent enterprises have made early plans, making unremitting explorations in cultivating their own brands, developing the domestic market, and developing advanced intelligent manufacturing with information technology, so as to speed up the pformation and upgrading of industries and adapt to the requirements of the international and domestic economic readjustment.

2013, the overall operation of the Junan jeans garment industry showed the characteristics of "steady growth and steady growth, quickening structural adjustment". The development pressure increased further, the industrial upgrading accelerated further, and the quality of development improved further.

The town cowboy clothing industry sold 6 billion 287 million yuan, an increase of 5.75% over the same period, and the tax revenue was 217 million 670 thousand yuan, an increase of 8.13%.

the goal of Junan cowboy industry is to fully participate in the market competition and achieve industrial upgrading through the way of "Baotuan development", so as to create a high-end regional brand of "Junan denim", and take this as a carrier to lead the development of the industrial cluster's < a href= "http:// www.sjfzxm.com/business/ > > /a > development.

relying on strong industrial chain .

it can be said that the gradual growth of Junan cowboy benefited from the continuous improvement of the industrial chain in its industrial development.

From a longitudinal perspective, it is available from all aspects such as fabric production, design and manufacture, water washing and accessory processing. From the horizontal perspective, there are technical platforms such as Guangdong Junan denim clothing Research Institute, which have specialized sewage treatment and water supply and steam supply enterprises, and a professional "Cowboy City" as a trading market.

The integrity of the industrial chain makes Jean an advantageous advantage in technology, market, information and talents, laying a solid foundation for further development.

now, the industrial base of Junan has improved three major functions (including industrial sewage treatment plant, industrial water purification plant and steam plant) to integrate sewage, steam and water supply to achieve "four one": a chimney, a sewage pipe, a water supply pipe and a steam pipe, effectively controlling the pollution problem in production.

The total investment in the sewage plant is about 40000000 yuan, and the daily handling capacity is 50 thousand tons.

The steam supply plant invested 120 million yuan, supplying steam capacity of 80 tons per hour.

The total investment of the water treatment plant is 20 million yuan, and the daily production capacity is 30 thousand tons.

It not only improves the efficiency of land use, but also minimizes the impact of the industry on the environment, laying the industry orientation of "green jeans". At the same time, through the independent innovation of enterprises, it has also tried and explored in the production of fabrics, such as the use of kapok fiber instead of cotton fiber, and the washing process (using lithography instead of traditional washing water).

The series of energy conservation and environmental protection measures are of great significance for improving industrial quality, grabbing high-end market and maintaining sustainable development.

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2002, Junan Town established "garment textile city" to integrate textile and garment enterprises in Junan Town, enabling enterprises to complete the entire garment < a href= "//www.sjfzxm.com/business/" > production process < /a > in the town, creating conditions for the long-term development of enterprises.

At present, there are more than 100 large-scale enterprises in the garment industrial park, with a scale of about 3300000 square meters.

in addition, the total investment of the "Junan international cowboy Trade City" in the construction of Junan Town is RMB 2 billion yuan. The project's functional location and layout include: clothing and raw materials trading function, exhibition fair function, warehousing and distribution function, financial settlement function, product development and innovation function, creative design and brand creation function, ecological living housing demonstration function, comprehensive business culture and tourism function.

The master plan area is about 400 thousand square meters, and the overall planning and implementation will be carried out step by step. It is planned to complete the main project in 2 years or so, and complete the project matching project in 1 years or so.

create "first Cowboy" /p >

in Chen Youhuan's view, the safety of the cowboy industry has been well done in the two links of production and design. The main direction of the current industry is brand and channel, and the new "Junan cowboy experience house" launched on 2014CHIC may become the first army of the "first Cowboy".

2014CHIC Junan exhibition hall has a romantic style, or more like a romantic cafe. When people walk in the exhibition hall, they will find that different styles of jeans are adorned in the coffee shop, and romantic coffee and cowboys are organically combined.

This year, we are trying to build a cowboy life experience Museum. In such a leisure environment, consumers can drink coffee and enjoy leisure time. At the same time, our cowboy designers can make easier exchanges with consumers in clothing style and clothing design in a relaxed atmosphere, so as to accomplish the communication with consumers less than a href= "//www.sjfzxm.com/business/" > /a > in a relatively relaxed environment, to get consumers' different views on cowboys, and to choose and customize denim dress for different consumers on the basis of their personal concepts, and even design DIY with the help of designers. "P"

Chen Youhuan said, "I think this way of consumption is not only a brand new mode that can make consumers enjoy cowboy culture, but also make consumers have a completely new understanding of our uniform jeans brand in the process of imperceptibly."

in Chen Youhuan's opinion, cowboy is not only a dress or style, but also a way of life.

"this cowboy Experience Hall will be set up in places like airport terminal and high speed rail station. When you wait for an airplane or take a high-speed rail, you can sit in our experience hall, shop with coffee, or experience the brand new cowboy lifestyle at the same time while you are resting."

Chen Youhuan said, "and our coffee will be provided free of charge."

in Chen Youhuan's view, cowboy clothing is an imported product. Since reform and opening up, it has been popular in China, and now China is also the base of many famous cowboy brands.

"P >" all along, our Chinese jeans market, especially the high-end market, is occupied by foreign brands. Chinese jeans enterprises can only earn a very low share of processing fees.

And we are in charge of cowboys. The goal is to become the first brand of Chinese cowboys. We can say that this is our cowboy dream.

Chen Youhuan said.