On January 19th, Hongdou Industrial Co., Ltd. ("Red Bean"), a local men's wear leader listed company, announced the suspension of its suspension: the sale of real estate business and the creation of men's wear. According to the adjustment, the proportion of the red bean men's plate will become larger and larger.
"This is mainly due to the fact that Hongdou is very optimistic about the main business of clothing. In the future, it is necessary to make it bigger and stronger, and is committed to creating a large-scale pattern of men's clothing. This is the development plan of Hongdou and also meets the requirements of the CSRC." Director of Hongdou Industrial Co., Ltd. Chang Zhou Hongjiang told reporters.
Undoubtedly, in the field of men's wear, red beans want a big future.
Throughout 2016, due to the overall economic downturn and consumption upgrades, the menswear industry continued the severe test of the downturn market. Recession of revenue, bankruptcy, inventory backlog, capital diversification... But the transformation of enterprises is also accelerating, and there are also many new models such as Red Collar, Baoxin Bird, Haishu Home and other companies that dare to break through and create a real economy. New journey.
As vice president of China Textile Industry Association, China National Garment Association executive vice president Chen Dapeng said recently: in 2016, the whole industry with high morale as "Thirteen Five" clothing power construction created a good start, Chinese clothing people pragmatic adjustment The spirit and attitude of innovation and innovation have left a deep imprint on 2016.
Customized outbreak
Customization is one of the paths for menswear business transformation.
For personalization, Nike CEO Mark Parker once said: “In the next 10 years, the industry innovation is most likely to give birth to personalized products. Not only do you make changes and innovations in terms of function and aesthetics, but also new ones we can’t do today. Production method."
This statement also won the recognition of men's clothing companies. The 22-year-old red collar has emerged as a new realm in the field of personalization.
Recently, the Red Collar Group officially changed its name to Cotte. According to Zhang, the chairman of Red Collar, “Cool†represents the current era. “Special†represents innovation and innovation. The logo of Coolter as a customized platform and clothing brand has demonstrated the determination of Red Collette to continue to innovate and hence renamed.
In fact, the red collar's personalized customization has been gone for 14 years. Since 2003, the red collar has sounded the drums from the garment production to the transformation of personalized customization. During this period, he experienced many subversive bone marrow subversions: from large-scale manufacturing transformation to mass customization, traditional product output transformation to platform and concept output. Today's results are also gratifying: in the global context of the clothing industry generally entering the cold winter, the red collar in 2012-2016, the company's output value increased by more than 100% for five consecutive years, the profit rate reached more than 25%.
When it comes to the news, the impression of people is that this is a traditional clothing manufacturer. However, when you walk into its private custom workshop and see the man-machine collaborative production model supported by big data, you will see another newsbird. Here, online orders from all over the country are broken down into a number of processes for "one-to-one" distribution. Take a custom suit as an example. If a customer enters the website or the WeChat public account, they can DIY their favorite styles online. Subsequently, the system will be distributed according to the geographical area, and the size of the store in the local or nearby area will be measured within 72 hours. When the order is dispatched to the factory, the system will automatically break down into 398 production processes; at the same time, according to proficiency, busy work, etc., match the most suitable workers in the database to match, and send production instructions to each worker operation. On the PAD in front of the stage. The worker can follow the instructions.
Zhou Xinzhong, general manager of the newspaper, told reporters that the current private custom business is growing at an annual rate of more than 50%. Last year, the output value was 500 million yuan, equivalent to 30% of the total output value. This number will be even higher in the future.
The personalized market appeal will also be reflected in the upcoming 2017CHIC Spring Show. In addition to the intelligent production mode of the newsbird, the Red Collar Group will present a customized lifestyle for the large-scale booth, except for the previous detonation site. Suit customization and magic factory, this exhibition will also bring denim custom, women's custom; Hunan Emperor will promote a more flexible retail customization cooperation; in the CHIC2016 (spring) exhibition, high-end customized services, Dai Yang Creation Will bring surprises.
Intelligent surge
In October last year, Ma Yun proposed at the Yunqi Conference in Hangzhou: In the next 30 years, there will be five new trends in social development—new retail, new manufacturing, new finance, new technologies, and new resources. Among them, new manufacturing, new technology, upgrade and this is men's business transformation engine.
The intelligentization of Ruyi Group has always been at the forefront. Recently, Shandong Ruyi Group Holdings will suit fabric production cycle time of about two months to two weeks, the length of fabric and color is also not subject to any restrictions.
Ding Cailing, Chief Technology Officer of Ruyi Holding Group: “Like this fabric, it needs twelve colors of yarn. I am now a new production model. I only need to spin a white yarn and directly produce it through digital printing. Any length, free to change the variety."
This new intelligence brought subversive mode of production, let wishful take the lead in the world to achieve a low-volume, variety and rapid response, which is unmatched by previous digital printing equipment. To this end, in the process of developing new products, wishful through nozzle height, print finesse, as well as the permeability of the fabric, with the amount of ink technology research, a lot of experiments, and gradually solve the above problems, also received a The fabric has the results of 11 national patents. Science and technology support, design leadership, let Ruyi sit on the top spot in China's textile and apparel industry. Following the first prize of National Science and Technology Progress Award in 2009, Ruyi won the China Industrial Award and China Industrial Design Gold Award last year. The highest award in the field.
There is no end to intelligence, to narrow the gap between Chinese clothing and international fashion brands. In 2010, Ruyi spent 5 billion yen to acquire Rena, the No. 1 listed Tokyo Main Board company with more than 20 brands in Japan. Last year, Ruyi again invested 1.3 billion euros to acquire the top luxury brand SMCP Group in France, and entered the ranks of the top 10 brand operators in the world. Through large-scale mergers and acquisitions, Ruyi Group has nearly 5,000 brand retail stores around the world. It operates more than 30 internationally renowned brands and has gone through a 100-year journey of a clothing brand.
Ruyi Group's global resources, technology, high-end brand, as the international lead, accelerate the transformation of fashion intelligent manufacturing enterprises. In 2016, Ruyi Group won the first place in the comprehensive competitiveness and main business income of China's textile and garment enterprises, and gradually moved to the fashion industry group.
The efforts to build China's first men's cultural brand of red beans, from the transformation and upgrading of the inaugural meeting in 2007 to the formation of new intelligent stores in 2016, red bean men's clothing with intelligent exploration of the effective transformation path to adapt to the market.
In 2016, the theme of Hongdou Group was “six-orientedâ€, namely, intelligent, green, service, high-end, international, and securitization. The first step in intelligentization is the determination of red beans. Then the red beans from the red bean men's clothing, to the red bean home, and then to the red bean mall, red beans from the online mall, mobile terminals to carry out the "full network business model." In June 2016, the first smart store of Red Bean Co., Ltd. opened. In November of the same year, Hongdou Group officially established the Internet of Things Division to further improve the ability to develop and utilize information resources and innovatively developed wearable products.
Relying on intelligence, Red Bean Men's Wear has also introduced an international first-class design team and product planning team to enhance independent research and development capabilities and develop a series of innovative products that meet individual needs. From nurse shirts to red bean cotton, to light suits, 3D stretch pants, and colorful down jackets... This is also the epitome of Red Beans' efforts to create "three products."
The intelligent development also made the red beans harvest a lot. In 2016, “Double 11â€, Hongdou online sales once again broke the historical record. Red bean home, red bean men's clothing, red bean children's clothing and other online sales have refreshed sales, and the sales on the day increased by 28.84%.
But Zhou Hongjiang, has a bigger target, "as consumers of environmental protection, health, functional products put forward higher requirements, red beans only continue to deepen intelligent manufacturing, will lead us one after another 60 years."
At the same time, the transformation of Lilang also relies on intelligence. Lilang put forward the strategy of “purifying quality without raising pricesâ€, taking products as the core, and upgrading the production, channel, sales and management systems to deepen the clothing market. Relying on technology, Lilang continues to increase the proportion of original products in product development and design. As of last year, the proportion of products independently researched and developed by the Group was about 25%, and the original proportion of products was as high as 60%. This has greatly improved the competitive pressure brought about by the proliferation of homogenization in the past and opened up the gap with competing products.
Industrial clusters such as Xiaolan, Shaxi and Dayong in the Zhongshan garment industry in Guangdong are also relying on the intelligent Internet to find new development ideas, relying on technological innovation , clustering in finance, research and development, design, production, sales, training, exhibition, logistics, etc. The field resources realized the assembly of advantages, expanded the clothing brand and market, and accelerated the transformation and upgrading of the apparel industry. At the 2017 CHIC exhibition, the Zhongshan Industry Alliance, represented by Xiaolan, Shaxi and Dayong, will once again demonstrate the results of Internet development.
Rejuvenation
Youngerization has become the starting point for the development of menswear companies.
In the industry's anxious 2016, the performance of Haishu Home is remarkable. According to the recent TOP100 of Forbes real-time wealth list, Zhou Jianping, the founder of Haishu Home, won the richest man in China for $3.6 billion in 2016. As of the first three quarters of 2016, the company has expanded rapidly to nearly 1,000-4,492 stores. The total revenue is about 12.1 billion yuan and the net profit is 2.4 billion yuan.
The local apparel brand established in 2002 has a strong development momentum in recent years, and it is inseparable from the brand rejuvenation. In 2012 and 2013, when the sales revenue growth was weak, Haishu’s home began to move closer to the young people’s group. Compared with the previous adult male customers, the fashion style of Haishu’s home has reached 50% since 2015. To meet the needs of the 80s and 90s. It was followed by a ride on the variety show that was popular among young people, further opening up the young consumer market.
On February 8, Haishu Group officially announced that Zhou Lijun, the son of Zhou Jianping, the chairman of the group, served as the president of Haishu Group Co., Ltd. It is reported that after the second generation of the younger generation, the Haishu home will further move closer to the young consumer groups.
In fact, the seven wolves are also breaking away from the old man's image of "green and yellow." Since 2014, the seven wolves have partnered with many Internet brands to showcase the seven-wolf brand charm in a youthful atmosphere. In October 2016, the seven wolves and Xiaomi cooperated to launch a mobile phone theme based on the Xiaomi operating system. From the "Epics in the Epic", the Molly Wolf, the "Spirit of the Soul", the "Wolf of the Wolf", and the Mongolian Wolf of the "King of the Prairie", Xiaomi designed 4 models for the seven wolves. A mobile theme wallpaper element that combines design with traditional Chinese elements. The seven wolves communicated with them through the culture of young people's enthusiasm, and they also gained the attention of many rice noodles.
This is not the first cross-border cooperation between the seven wolves. Two years ago, in order to cater to young consumers, the seven wolves have cooperated in the field of games, music and the Internet. The cooperation with UBER has made the interaction between the seven wolves and the younger groups deeper, creating a huge topical effect on social networks. The day touched 300,000 hits.
Although the transformation of the seven wolves is still very long, it has already grasped the trend of younger consumption.
It is said that the menswear brand is the vane of Chinese clothing, and today, this pool of deep water began to waver.
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