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Analysis Of Luxurious Chinese Foundry Industry Chain

2014/5/31 16:39:00 22

Luxury Brand China'S Foundry Industry Chain

The fence with a high P fence is fine and sharp. Every entry and exit is guarded by security guards. It is necessary to wear the number plates for entry and exit. All suppliers are not allowed to enter after four p.m.

This is the three District of the overseas Chinese industrial town, Daling mountain town, Dongguan, Guangdong. This shoe factory called xingxiong is famous for its strict management.

Less than P, few people know that the birth of more than 6000 workers from every day is a series of social pronoun such as Prada, ColeHaan and Camper.

In addition to Dongguan, there are still countless factories in Shenzhen, Wenzhou, Hangzhou and other places in China to produce OEM for these international luxury brands.

They are large or small, or direct orders or "two orders", or produce finished products or only do a certain process.

But without doubt, they produce genuine products.

These luxury brands, which still claim to use pure European handicraft products, have long been ashamed to mention the Chinese origin of some products, but this is no secret in the industry for P.

After the financial crisis in 2008, the number of luxury goods shifted to China's luxury goods and high-end brands in foreign countries is increasing.

"under the premise of the technology is guaranteed, (Chinese factory) has absolute cost advantage, why not?" director of a factory in Hangzhou, Zhejiang, told reporters.

According to the P global luxury report, by 2009, 60% of the international luxury brands will have their own production lines in China.

It is reported that New York's old luxury brand Ralph Lauren to Guangdong Dongguan Lutai group's POLO serial OEM orders can reach hundreds of millions of yuan a year, Lian Tai has branches in Dongguan, Qingyuan, Jiangsu and other places.

no need to tear the paper /p >

"there are many things that are inconvenient to say because there is no need to tear the paper.

It is a common fact that consumers should not be too concerned. "

On the phone, the factory director relaxed his voice.

someone is more careful than he is.

Yang Huaguo, the only contact of Dongguan xingxiong shoe factory, who refused to be interviewed by the Internet, refused to disclose which brands were OEM for the factory.

He said.

in the view of supplier Zhang Ming (a pseudonym), the factory is "very strict in management".

After four p.m., all of their suppliers are not allowed to enter the factory because the workers will be off duty after half past four, and the factory refuses all the workers outside the factory for safety reasons.

Zhang Ming has never received any sample of finished shoes from the factory in the past 5 years, less than P.

Whenever Xing Xiong needs some kind of material, it always cuts off a piece and sends it to the same supply.

However, several times when he entered the factory, he saw some finished products.

"All the world famous brands!" he recalls. ColeHaan, Prada, Camper and Tim-berland were more impressions.

Among them, ColeHaan is the most, accounting for more than 60% of xingxiong's total output.

It is similar to P, a place called Xingan Industrial Park about ten minutes away from xingxiong factory.

At 5 p.m., a large number of blue and orange workers came out of the park during the factory hours.

It seems that everyone is in a hurry to stop a woman worker asking what brand a href= "//www.sjfzxm.com/news/index_c.asp" shoes /a <. When she walks around, she says many brands have.

"Do you have Prada?" "Prada has."

The answer is very simple, and blurred English is very smooth.

When asked, he began to be vigilant. "What do you ask?"

another female worker and a male worker respectively introduced that the factory produced all the finished shoes and exported them all. Prada was mainly produced in xingxiong factory, and when Xing Xing was busy, he was able to do it.

Hongkong Xingong International Co., Ltd., one of the ten largest footwear manufacturers in the world, is one of the eighteen factories invested in mainland China by P.

Xingang international was officially listed on the Hongkong stock market in 2007, with the name of 1836.HK nine.

Public information shows that the main products of nine Hing Holdings include Nike, Guess, LVMH, Prada, Timberland, Clarks, Rockport, EasySpirit, Ecco and many other world-famous brands.

besides Dongguan, there are still countless factories in Shenzhen, Wenzhou, Hangzhou and other regions in China to process international luxury brands.

In the eyes of the industry, luxury brand processing in China is no longer a secret.

Many luxury brands, including clothing and leather bags, have set up production lines in China at the end of the last century. After 2004, signs of processing by Chinese manufacturers are becoming more and more obvious.

After the financial crisis in 2008, the number of Chinese luxury goods and high-end brands in foreign countries was increasing to reduce costs.

Tianjin JINDA Garments Co., Ltd., which is jointly invested by three parties from China, Italy and Hongkong, China. The main brands of foundry include Pierre Cardin.

According to the company, every quarter, the company will introduce the highest level management and advanced technology of Italy's largest suit manufacturing and sales group.

The company's responsible person said in a telephone interview with reporters that "Pierre Cardan's craft is all done here."

Besides P, most of the Ralph Lauren products are produced in China.

Hongkong based famous clothing manufacturer Lutai group and Yida group have undertaken most of the production of Ralph Lauren in the past few years.

It is reported that under the Ralph Lauren, the POLO order for Lian Tai can reach hundreds of millions of yuan a year, and there are branches in Dongguan, Qingyuan and Jiangsu.

In the past few years, POLO orders were mostly produced by Lutai's own factories. Recently, in order to control costs, Lian Tai began outsourcing to other factories.

In the first two years of Prada, the factory which met the requirements of technology was found in China, and it was produced in China.

Under the cheap image of "Made in China", their CEO proposed that the label of origin should be abolished and changed to "Made by Prada".

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agent processing in China can be divided into two kinds: one is to produce finished products; the other is to participate in the process; perhaps the processing of embroidery is placed in China, and the cotton precursor may be processed in Malaysia, but the majority of the finished products are produced.

a staff member of Dongguan factory of Luen Thai group revealed that luxury brands have general agents in the country. After receiving the orders of the brands, the general agent, according to the equipment of the processing factories that he can handle in foreign trade, carries out the contracting out of different styles of clothes, and each time chooses different factories according to different styles and other requirements.

the same line brand may share a garment processing plant with other first-line or second line or even popular brands.

At the same time, according to the different styles of the year, the processing plants that provide production are not fixed.

Before the production, the factory will receive a sample, and some OEM factories will be outsourcing too much. This is the so-called "two way list".

"There are some first-line brands who are afraid to be known for their processing plants. They will even find some remote processing plants to provide foundry services, or even some home workshop type processing plants."

She said, "the production facilities in Guangdong are better, and there are more raw materials in Jiangsu and Zhejiang."

theoretically, these processed garments will return to the Hongkong headquarters of the company and assemble them in Hongkong to Italy, France or Spain.

but because of the high cost of pportation and customs, it is not always necessary for the industry to send all garments or other products produced in different regions to headquarters.

The staff said that some of them were produced in China, labelling Italy, and even the customs did not go out.

After finishing simple procedures, these products are usually sold directly to agents or directly into store sales.

Although the salesmen of the store repeatedly emphasized that their products were hand-made by European craftsmen, they later exported to China.

Liu Wenxian, a senior expert in China's fashion brand strategy development and China (Dalian) international brand introduction center, told reporters that high-end luxury brands should preserve their origin even if they want to protect their historical and cultural values. What conditions should be met to paste the label of "Made in Italy" is not an industrial standard, nor does it have international uniform rigid rules, but it should be a pursuit.

Every country has different requirements from each country, but at least to ensure that the core technology of the product is made in Italy, and the main raw materials are also from Europe, it can be labeled "Made in Italy".

a clause in foreign countries stipulates that the majority of the product (the part that determines its quality) must be manufactured and completed in that country, and the cost (labor, material, etc.) produced in the country will at least account for 50% of the total cost, which will comply with the above two items to label the country.

According to this provision, the label of "Made in China, Designed in Italy" appears to be more reasonable for products processed in China.

unlike the hot production scene of xingxiong and Xingang factory in Dongguan, the responsible person of the public relations department of Prada China (Shanghai) Co., Ltd., in a telephone interview with reporters, categorically denied that there was a production line in China at the Prada headquarters in China.

"We don't have any production lines in China. As you can see, almost all of our products are marked with Made in Italy. They are pure Italy technology and technology."

However, the Financial Times special contributor and fashion personage Echo Gu said that in the first two years of Prada, a factory that met the requirements of technology was found in China, and it was produced in China.

Under the cheap image of "Made in China", their CEO proposed that the label of origin should be abolished and changed to "Made by Prada".

reporter saw in the Prada store of Beijing Xinguang world, every shoe, every dress, every bag, without exception, all marked "Made in Italy".

The idea of "Made by Prada" has not been implemented yet.

in response to a reporter's written question whether there is agent processing in China, Prada headquarters in China said that it was subject to confirmation from Milan to reply.

The caution of Prada has its own reason.

Skilled craftsmen representing the pure craft of Italy need 30 years of polishing. In the two factories in Dongguan, most of you can see young people around 20 years old. You can seldom see employees over 30 years old.

their salaries are also quite different.

A banner hanging outside the gate of xingxiong shoe factory stated that a large number of general practitioners were recruited, with a monthly wage of 1300 yuan.

Of course, if they choose to work overtime, the wages will be considerable.

a statistic shows that European clothing workers earn an average of about 20 dollars per hour, and their working hours are fixed. The wages of Chinese workers are very low, and labor costs are only 1/20 of Italy, and they can also work overtime frequently.

After the financial crisis, the factories in Zhejiang and Guangdong obviously felt that customers were holding down prices. The number of orders has not decreased, but the unit price has been reduced a lot, with an average price cut of over 30%.

Zhang Ming introduced that, during the entire financial crisis, orders for xingxiong plant did not decrease, but of course, prices were also cheaper.

Besides P, the pace of Chinese manufacturing enterprises has gradually extended to the upstream design and brand operation.

large scale processing plants have been pforming into R & D, such as Hsing international, Luen Tai, Yida and so on already have their own brands.

it is reported that there are more than three thousand R & D personnel in Xing international, and the annual R & D expenditure is close to one billion yuan.

As long as customers put forward a concept, the international design team can design at least five styles in a short time, and over one hundred thousand styles can be designed in one year.

the sign displayed outside xingxiong factory shows that Xing Hsiung is also developing its own brand, named STEL-LALUNA, which is listed in the capital cities of China and has 102 chain stores.

There are many brand lines under P > Armani, of which Giorgio Armani is pure Italy process and raw materials, while Emporio Armani is partly made in China, and the sub line brand Ar-maniExchange is fully authorized to be produced and operated by cooperative businesses.

They are often clearly marked out.

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Ouyang Kun, director of China's Representative Office of the World Luxury Association, "P" > a href= "//www.sjfzxm.com/news/index_c.asp", told reporters that luxury brands in China are both bright and dim in China.

old brand Italy luxury brand Armani (Armani) belongs to the "Ming" way.

Armani director of public relations, Gigi, told reporters in detail that the brand line of Armani is numerous, of which Giorgio Armani is pure Italy process and raw material, while Emporio Armani is partly made in China, and the sub line brand Ar-maniExchange is fully authorized by the cooperative business.

Gigi indicates that where the label is produced, where the label is specified, otherwise it can not be tested by import and export and the trade and Industry Bureau. I believe every brand can do this.

Zhejiang Hangzhou Shenghong Garments Co., Ltd. is a well-known luxury factory in the industry. Since 1999, the company has been engaged in the field of luxury brand foundry. It has mainly produced Armani Jeans, Armani Exchange series of Armani, and the most high-end Armani Collezioni Series in the brand clothing.

Mr. P, the director of Sheng Hong garment, told reporters that the Armani produced by his factory was finished, and sometimes orders would be given to the cooperative enterprises below.

"In fact, foreign brands have long recognized the technology of Chinese factories," he said proudly.

, but how to train workers to make workers' skills meet the requirements of luxury brands, Mr. Cheng avoided talking. He only said that factories only recruit specific craft workers.

"P", director Cheng has received more orders recently. He said that because of the cost control of luxury brands after the financial crisis, the number of orders experienced by skilled and experienced factories increased, while small-scale factory orders were reduced.

reporter in Beijing Xinguang heaven and earth Emporio Armani store, indeed saw that each dress clearly marked different origins in Chinese, "origin: Italy", "origin: Serbia", "origin: China Shenzhen" and so on.

equally honest is the British National luxury brand Burberry (Burberry).

The brand decided to move to China last year on the grounds of pursuing economic benefits and ignoring multiple domestic resistance.

Burberry closed its main factory building in the southern Wells Rhonda valley area. According to the "globalization" plan put forward in September last year, it will officially move the production line to Shenzhen, Guangdong, China's mainland.