As pulagoshi Clothing Co., Ltd. entered its seventh year of independent research and development, new topics were put forward immediately.

On the one hand, we continue to stick to the OEM business for many years and maintain good cooperation with international famous brands such as "Prada" in Italy, "crocodile" in France and "CK" in the United States; On the one hand, we will strengthen the independent research and development of new products of the "panagoshi" brand, so as to extend the industrial chain and expand sales channels by continuously improving the product process and technical content and adding the added value of our own brand.

In the view of chairman Shen Zhengfa, good style can expand the market and good quality can consolidate the market.

Happy and worried orders

The workers in the workshop kept busy around the orders in the second quarter, and the orders received in the third quarter increased by 30% compared with the same period last year. The "busy" at both ends made the "season change" on the production line of pulagoshi come earlier than in previous years.

Compared with the export sales of 590000 pieces in July last year, the export orders issued by customers in July this year have exceeded 770000 pieces. On the one hand, the increase of orders reflects the stability of cooperative relations and the smoothness of export channels. At the same time, it also tests the response ability of pulagoshi.

Facing the approaching peak export season and full orders, Shen Zhengfa is both happy and worried - July and August happen to be the peak of power consumption. Although he was listed as a class I enterprise in the comprehensive evaluation at the beginning of the year and can enjoy preferential treatment during power supply, if power consumption is tight, enterprises will also encounter peak power supply or power restriction.

Once these accepted orders fail to deliver the products to the wharf in time within the delivery time, they can only be transported by air. Compared with shipping, which takes two weeks to deliver on time, air transportation takes only two days, which greatly improves the transportation efficiency. However, since the contract is signed at the sea price, if the sea transportation is not adopted, the transportation fee originally borne by the customer will have to be paid by the enterprise itself.

The cost of air transportation will be increased by 10 to 15 yuan per piece of clothing. This is a loss for any foreign trade enterprise.

To resolve this contradiction, we must try to "divert" orders. Looking for outsourcing processing and cooperation units, preliminary proofing preparation, trial production technology appraisal... Since March this year, the staff of the outsourcing department have rushed out in three days. Li Jianrong, an old employee, has visited more than 80 garment processing plants, large and small, in Anhui Province, Jiangsu Province and other places for more than a month.

"Don't rush to make a decision. Try to walk on the ground as much as possible." Although it is less than two months from the peak production season, in order to find a suitable partner, Shen Zhengfa keeps contacting the staff of the processing cooperation unit to explain repeatedly.

After careful calculation, in addition to continuing the transaction with the production and processing plants that have cooperated for many years, in the face of new orders, the company needs to add 3-4 furniture processing plants with a certain scale. This has to be screened from the first-hand information held by the staff of the outsourcing department.

"The source is strictly controlled, and the next process is smooth." Facing the upcoming peak production season, Shen Zhengfa is ready.

Usher in the "seven-year itch"

Compared with the production orders received from overseas partners in the past, now, the subject to be faced by plago world is no longer "production". Customer positioning, product design and sales service are placed on the desk of all "plago world".

In this market that has long been closely watched by many domestic peers, Shen Zhengfa frankly said that palagoshi is only a novice. Faced with the advantages of large-scale production, stable sales channels and mature business model that a number of established enterprises have mastered, plages must find its own customer base.

"We should pay attention to the corners forgotten by our peers." Shen Zhengfa said that if enterprises want to have an advantage in market competition, they must jump out of the existing thinking of "following the trend" and fill the untapped or weak market gap.

Like many brands of business men's wear, palagoshi positions the target consumer group at the age group of 35 to 50, and further refines the consumer group according to different professional attributes in combination with its medium and high-end brand positioning. According to the research and analysis, the purchasing power of white-collar workers, professional managers, civil servants and other groups has made palagoshi see the huge consumer market hidden behind it.

In this part of the group, due to personality differences, the demand for clothing is also different. Unlike many brands that focus on fashion, personality and other elements, ballagoshi has targeted such consumer groups with "introverted" characteristics.

In the seven-year transformation exploration, the experience of crossing the river by touching the stone has made pulagoshi put new product development in an important position. Whether it is a professional R & D team or ordinary workshop workers, now when it comes to the company's new exhibition hall, everyone will always mention the samples placed there.

T-shirts, shirts, suits and ties are all made by the company. From the self-development of fabrics, the design of styles to the production of products, they are also clearly branded with the impression of plagosh.

In Shen Zhengfa's view, the key to building an independent brand is the product, but the key to product development is to master six elements - good fabric, good color, good accessories, good style, good version and good workmanship.

To test these six "good", we have to speak with data. The series product monopoly hall set up by the brand "pulagoshi" in Qiaohong International Shopping Center, Wuhu City, Anhui Province, ranked first among all men's clothing brands in sales in January this year, which is also the first time that pulagoshi has reached the top since it entered the shopping center in 2008.

The same good news also comes from the monopoly Hall of century Jinhua shopping center in Xi'an, Shaanxi Province. The total sales in 2013 increased by 100% over the same period in 2012.

Today, more than 50 brand monopoly halls have been established in high-end shopping malls in Zhejiang, Shandong and Jiangsu, which has crossed the most difficult threshold for brands to enter the market in the early stage. At present, what plagoshi needs to do is to do a good job in the "stall" and make the products better and better.

[short comment]

As an old enterprise in the west of Shuanglin Town, whether in terms of enterprise scale or industry reputation, pulagoshi can be described as a leader in the same industry.

As a new member of the independent R & D team, whether it is product positioning or brand awareness, the marching palagos is exploring a path.

From a dedicated "working star" to a "multi habitat artist" integrating "creation, performance and guidance"; From simple OEM processing to independent research and development of water testing; From focusing on "Prada", "Armani", "crocodile" and other international first-line brands to acquiring trademarks and relying on a "Penguin" to start its own brand... It has gone through six years. This year is the seventh year that it has taken steps to open the "two leg" walking mode of domestic and export sales.

Marriage has the "seven-year itch". For enterprises engaged in independent research and development, does the seventh year also mean a barrier of "secondary upgrading"? In this critical year, the palagoshi with full orders and many plans seems to be ready to deal with it.