On the one hand, we continue to maintain good cooperation with international famous brands such as "Prada" in Italy, "crocodile" in France and "CK" in the United States, and on the other hand, we are committed to the research and development of new products of our own brand "Penguin"... In the eyes of our peers, we can not only "make wedding clothes for others", but also go our own way.

Covering an area of 36 mu, the annual output value increased from 197 million yuan to 272 million yuan, and the paid in tax was more than 23 million yuan. This is the annual report card handed in by plagos at the end of last year.

"Diversion" wins benefits

At the end of the second quarter, the orders in the third quarter had been "put" on the production line, so the workers in the enterprise workshop ushered in the peak production season early.

Compared with the export sales of 590000 pieces in the same period last year, the export orders issued by customers in July this year have exceeded 770000 pieces. Facing the approaching peak export season and full orders, chairman Shen Zhengfa is both happy and worried.

Once the order task undertaken fails to be delivered to the wharf designated by the customer within the delivery time, it can only be delivered by air. Compared with two weeks for delivery by sea, it only takes two days by air. 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.

If the cost of air transportation is apportioned to each piece of clothing, the cost will have to be increased by 10 to 15 yuan. This is a loss for any foreign trade enterprise.

To "divert" orders out is the secret of changing "loss" into "profit" in pulagoshi. According to the size of orders, a detailed combined production plan is formulated based on the comprehensive consideration of outsourcing processing and the strength of cooperative units. "Big orders, big practices, small orders, small practices." Shen Zhengfa said that for so many years, it has always been the industry rule to "tailor clothes according to orders and tasks".

Whether there are many orders depends on whether the products are strong or not. In order to improve the quality, plagos pays close attention to the "zero" rework in the product production process. Through the implementation of fine production management scheduling mechanism and strict responsibility implementation mode of production link handover, front-line employees are encouraged to conduct self inspection and self inspection to avoid the occurrence of repeated work.

"Grab" the market

With the increase of labor cost, the price competition of export products is becoming more and more intense, and the profit space is narrower and narrower. It is imperative for enterprises to develop both domestic and foreign trade and create their own brands. In 2007, palagoshi freed up part of the momentum of "OEM business", acquired the "Penguin" trademark in Hong Kong and began to make its own brand by touching the stone.

After seven years of transformation and exploration, pulagoshi has embarked on a road of "sticking to the brand on the one hand and engaging in R & D on the other". Different from the previous focus on export processing, since the brand was launched abroad, the world of ballagos has been "associated" with innovation.

In the new exhibition hall, 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 finished products, they are clearly branded with the impression of pulagoshi.

In Shen Zhengfa's opinion, the final analysis of building an independent brand lies in products. Only good products are the core competitiveness of the brand. Product R & D innovation is the key. At the same time, we should grasp 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. In the exclusive Hall of series products of Qiaohong International Shopping Center in Wuhu City, Anhui Province, the sales performance of "pulagoshi" brand has always ranked the top three. In January this year, it also became the sales champion of all men's clothing brands, 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, the brand has established more than 50 exclusive stores in high-end shopping malls in Zhejiang, Shandong, Jiangsu and other regions, which has passed the most difficult stage in the initial stage of entering the market.

"Inner cultivation connotation"

Compared with taking over production orders from overseas brands in the past, what is in front of the world of pulage is no longer the subject of "production". Customer positioning, product design, marketing, brand promotion, after-sales service and other "hard bones" need to be "chewed" carefully.

In this market that has long been closely watched by many domestic peers, Shen Zhengfa frankly said that palagoshi is only a novice. The advantages of stable sales channels and mature business models accumulated by a number of old brand enterprises have put a large part of pulagoshi away. As a latecomer, palagos can only find its own customer base and determine the positioning of products. "We should pay attention to the corners forgotten by our peers." If you want to break out of the established market, you must follow the established market.

Like many brands of business men's wear, ballagosh also targets the consumer group between the ages of 35 and 50. Combined with its own medium and high-end brand positioning, it will be refined according to different professional attributes of consumers.

In the early stage of research alone, palagoshi spent a lot of energy. It took more than one year to organize personnel to investigate all over the country and select areas for sample collection. After investigation and analysis, white-collar workers, professional managers, civil servants and other groups are finally "circled" into the target consumer group.

Due to personality differences, the demand for clothing is also different. By changing the practice that many brands pay attention to fashion, personality and other elements, pulagoshi has targeted the consumer group with "introverted" characteristics. "It's to make consumers feel comfortable and meticulous at the same time." Shen Zhengfa said.