Italians have done clothing OEM processing for the French for more than ten years. Later, they began to build their own brands and gave birth to many famous brands all over the world... Now, pulagoshi Clothing Co., Ltd., located in Shuanglin Town, Nanxun District, is moving along this road.

This year, a real silk composite jacquard sweater project with an investment of 68 million yuan was started in the enterprise. New equipment will enter the factory at the end of this month, and the new project is expected to be officially put into operation in the second half of the year. In the past, "pulagoshi", which used to be OEM for international famous brands such as Prada, Armani and crocodile, is carefully building its own brand and marching from "world factory" to "world market".

Walking into the clothing area of Nanjing Golden Eagle International Shopping Center, you will find a penguin logo with its head held high, which is the exhibition area of "pulagoshi". Golden Eagle International Shopping Center is known as the "commanding height" of the high-end market business circle in the Yangtze River Delta. Brands that can enter here face the severe challenges from many well-known brands at home and abroad.

"We must go out and challenge the most competitive shopping malls, which is what we must face when entering the high-end market." Shen Zhengfa, the person in charge of the enterprise, told reporters that it is not easy to enter the high-end market of first tier cities, but the positioning of enterprises to build domestic well-known brands has forced "pulagoshi" to win commanding heights one after another.

At present, the enterprise has established more than 30 exclusive exhibition areas in the high-end market of central cities in Zhejiang, Jiangsu, Shandong and other regions. The "positioning formation" of this high-end brand has taken the enterprise four years to build, and the competitor it faces is the "foreign owner" of OEM processing in the past.

In the past, the enterprise has been taking the road of OEM processing. Relying on high quality and good goodwill, it has established good cooperative relations with many world-class well-known companies and brands, become a designated model supplier, and then become a close strategic partner.

Such as liscleb, Jones, New York, Aetna, meta department store in the United States, Prada and Armani in Italy, Martha and Nike stan in the United Kingdom, Lao Foye and crocodile in France are stable partners of "panagos".

"The profit generated by OEM processing is quite meager." Shen Zhengfa said, "the labor cost is increasing every year, and the cost of other aspects is also increasing. The purchase price of foreign products is decreasing every year, and the remaining middle price difference is less and less. For example, foreign trade now can't stand the toss at all."

Later, the enterprise made up its mind to transform, stopped making wedding clothes for others, bought the "Penguin" trademark in Hong Kong at a high price, and successfully registered it in France. "The brand will be created. As long as the brand can establish its position, it must have pricing power." In the past two years, the enterprise has invested more than 50% of the OEM profits in the operation of its own brand. At present, the proud "Penguin" has appeared frequently in many domestic high-end markets.

"Creating independent brands is a way to go sooner or later, but many people want to build brands. Especially in recent years, after the outbreak of the international financial crisis, so many domestic foreign trade enterprises want to turn to the domestic market and create independent brands." Shen Zhengfa told reporters that if textile enterprises engaged in OEM processing want to transform, they must be calm in building a brand and grind a sword for ten years. "Good products, good image and good service" are the three essential elements of brand creation. It is reported that "pulagoshi" has formed an annual production capacity of 5 million knitwear, with an annual output value of more than 300 million yuan.