"IJalin" brand independent innovation does not take the unusual road

Recently, at the opening ceremony of the Third National Sports Conference held in Suzhou, more than 400 Shanghai sportsmen wearing clothes were particularly eye-catching. “This is our 'IJilin' brand apparel for Pinghu!” Wang Weijia, the general manager of Zhejiang Yifu Textile Co., Ltd., at the opening ceremony, attracted the attention of the surrounding audience. People can not help but ask, "IJilin," an unknown name depends on what conquered the discerning Shanghai sports industry? Conquered the national sports apparel stage that is almost monopolized by international brands? “We rely on the quality and design of our own innovation.” Wang Weijia, the founder of Yijialin brand, has shown the best of its ability.

The reporter came to the city's first wholly foreign-owned enterprise from Europe (Sweden) and Yifu Textile Co., Ltd., which settled down in the city's economic development zone three years ago, and once again experienced the grace of the "IJilin" brand. In the general manager's office, several sets of beautiful fancy dresses are on display, and more than 10 sets of fashionable sportswear and other sporting goods are displayed, proving that the company is undergoing a transformation from "processing" to "creation" in its products.

Like most clothing companies, I Love Company has also been engaged in "OEM" business when it was first established. The "Spider-Man" and "Superman" games and clothing produced are very popular in European and American markets, and are internationally renowned with Adidas, Enbao and others. The brand's processing cooperation has good results. However, in the OEM processing process, companies gradually realized that relying on labor-intensive "human-sea tactics", the return is only small profits; without their own brands, companies can only be embarrassed at low levels. So, according to Aifu choose "turn." "We do not get a few yuan for a set of sportswear, but a label on an international brand can be sold in the European market for one or two hundred dollars. Therefore, self-initiated branding is a matter of business for us. The major issue of survival and development.” Wang Weijia, who has been seeking a high-value-added production channel, told reporters frankly. In winter and spring, the company has registered "Igalin" trademarks in China and Sweden. In the process of brand promotion, Aifu does not take the unusual road, develop new ways, and ingenuity, open up the market with the advantage of proximity to Shanghai and the integrity trail left in the business relationship with Shanghai. In the Shanghai National Automobile Rally Fashion Bidding held in March, a variety of fresh and fashionable sportswear designed and produced by the company won the appraisal of the judges and defeated many well-known sportswear brands in China and won the bid. The successful debut of "IJalin" attracted the attention of some sporting goods manufacturers at home and abroad. “IJalin” is enough to put on the stage of the national sports conference. The reporter saw in the spacious and clean workshop that three sets of fully automatic production lines and more than 500 production equipment with international advanced level are constantly running, and 10 million pieces (sets) of garments are from here to the world. In the corner of the workshop, the reporter saw a red flag flying over a group. Li Xiaoyan, chief of the production inspection department, told the reporter that the company has invested a lot of money in acquiring advanced equipment to build its own brand. At the beginning of this year, a brand clothing group consisting of 40 "elite" designers from design to production was set up. , more than 10 procedures are all included in the assessment. “The quality of the red flag is like being rooted in our team.” Team leader Li Hua said with pride. It is precisely under the guidance of the high quality of the “brand group” that all employees have established a strong sense of quality and brand awareness. The company has successively passed the certification of internationally renowned companies such as COSTCO and KELLWOOD and the ICTI international business industry code. All this makes "IJalin" superior in quality, design and price to many international brands that also participate in bidding.

“This time, I was able to beat international brands in the tender for the Shanghai National Sports Delegation, which shows that the Shanghai sports community has recognized 'IJilin'. But the rise of a brand takes 5 years, 10 years, or even longer, we will spend 35 Years gradually transformed, and strive to fully produce their own brand of clothing.” Wang Weijia calculated for reporters, through independent brand innovation, to enhance the industry level and product gold content, from January to April this year, a total of 7.21 million yuan output value , an increase of 23.24% over the same period of last year. Especially in the brand advertising planning, it is even more important to use a star to do product endorsements that cost hundreds of thousands of yuan or even several million yuan. However, with the help of the National Sports Meet platform, athletes are invited to make models and live broadcasts through television. "IJalin" brand has entered into millions of households, and has expanded the clothing market with one stone and two birds. The bags, socks, towels, etc. in the sports series products are all placed under orders for production in our city, which also drives the development of related industries.

After the editorial: From the original partner to the current competitor, not only the transformation of the business role, but also reflects the update of business philosophy. As a clothing market, how to make the labor-intensive and low-value-added garment enterprises go out of the dilemma of "goods" and "unlicensed"? How to avoid the renminbi "broken 8" after the increasingly narrow profit margins of apparel companies? The "IJilin" approach may give us useful lessons.