"When the socks machine rang in Datang, there was a pair of socks in the world". Speaking of socks industry, we can't avoid Datang Town in Zhuji, Shaoxing. What Datang Town does not lack most is the enterprise that produces socks. Among many entrepreneurs in the socks industry, a young man born after 198, in the last two years, did not take the usual road and made the socks business flourish.
"Compared with the previous OEM, after owning our own brand, the total production of socks has decreased, but the profit has gone up." Chen Renyong, chairman of Zhejiang Hemengsheng Hosiery Co., Ltd., is full of memories and regrets. Since the establishment of the "upgrade" brand focusing on functional sports socks, it has opened up new markets in the market, and it is no longer necessary to work hard for mass production as before, and it still does not make any money.
before the establishment of the "upgrade" brand, Chen Renyong also took a detour. He started to produce socks in 26 and has been doing OEM business for nearly 1 years.
What Chen Renyong was most helpless about that experience was that the OEM enterprises had neither pricing power nor bargaining power. How to set the price is entirely up to the customer. It's not bad that a pair of socks can earn 5 cents.
"manufacturers can produce ordinary socks, and customers naturally want the lower the price, the better. Come and ask me, and I will ask other people. I quoted 4 yuan, and others quoted 3.8 yuan. Maybe the customer directly signed a contract with another company. Even if this is not the case, it will be reversed. The quotation given by someone is 3.8 yuan. Do you do it or not? " Under such circumstances, Chen Renyong can only lower the price and accept the small-profit business.
The vicious circle of price war made Chen Renyong very "hurt". In order to increase income, we can only try to continuously increase output. Even so, orders are still decreasing year by year, and revenues are affected one after another. "I still made a profit in the past few years, and I really earned hard money in the next few years." Chen Renyong had the idea of transformation.
The reform needs boldness, which really makes Chen Renyong make up his mind to create his own brand, and also benefits from a special rectification action of "promoting transformation through governance" carried out by Datang Town.
in p>214, in the face of the new normal of economic development, the comparative advantages of traditional industries are weakening day by day, and a series of problems such as overcapacity, disorderly competition and declining benefits are becoming increasingly prominent. Datang Town concentrated on six special rectifications ("three-in-one" enterprise rectification, elimination of coal-fired boilers, management of floating population, standardization of rental housing management, banning unlicensed operation, and standardization of tax collection and management order). More than 3, small and medium-sized enterprises have been shut down.
transformation is imminent. After more than half a year's investigation and thinking, Chen Renyong finally decided to specialize in functional sports socks. In August 215, Chen Renyong found the town and put forward his own transformation idea, which was supported by the town leaders. Two months later, Chen Renyong became the first enterprise in Datang Socks Town.
"We now have more than 2 patents!" Chen Renyong casually took out a pair of high-top socks for playing football from the office.
"You see, for the ankle, we specially designed a new knitting method. This place has both thickness, ankle protection and comfort. " After introducing the design of the ankle, Chen Renyong immediately pointed to the calf and asked, what do you think these bars are for?
Chen Renyong was the first to reveal the secret. This design can reduce the sloshing of calf and reduce the lactic acid produced during running. With less lactic acid, the leg acid of athletes will be much lower.
It is reported that this kind of socks takes 3 months from design to completion. In the office hall, designers are busy, some bow their heads to design patterns, and some study knitting methods against computers.
"The most difficult thing is the knitting process. Because this market is blank, we first broke through the technical barriers, so if other businesses want to have corresponding effects, they can't do without our knitting methods, and they will get my patent authorization. "
what is the market price of such a pair of socks? "128 yuan is our own price!" Chen Renyong proudly said that the situation with OEM production has long been different. He has a brand and a patented design, and he can price his own goods. No longer have to spend half a day with customers for a few cents for a pair of socks.
In addition to making his own brand sports socks, Chen Renyong also provides a complete set of R&D design for other businesses, including ppt scheme, brand building, design style positioning, packaging design and production. Merchants only need to be responsible for marketing.
"Now, the minimum profit is about 2%." Chen Renyong is determined to build the most professional brand of functional sports socks in China.
from the end of p>214 to the beginning of 215, Datang Town closed down more than 3, small and medium-sized enterprises in just five months. In order to help enterprises transform and upgrade, Datang Town has built a socks design center, a proofing center, an inspection and testing center and a new product release center with the construction of characteristic towns as the carrier to provide public services for the socks industry.
Today, Datang Town is taking the opportunity of creating a "national famous brand demonstration zone for socks industry" to vigorously implement the brand strategy. Through "holding an international socks Expo every two years, investing nearly one million to establish a VI visual identification system for regional brands, and organizing key enterprises of socks industry to participate in important exhibitions at home and abroad", the visibility and reputation of regional brands of Datang socks industry will be promoted as a whole.
Miss Biao has something to say: China lacks not good enterprises, but brand awareness. It is a welcome change from being satisfied with OEM to registering your own trademark and making your own brand. I hope that more and more business owners can have more confidence in creating their own brands like Chen Renyong, and also contribute to the bright future of national brands.
(Part of this article comes from the Internet)
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