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中國服裝OEM企業(yè)的新路徑

時(shí)間:2009-07-29   

好展會網(wǎng)  服裝紡織專題】 <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><st1:chsdate isrocdate="False" islunardate="False" day="26" month="3" year="2009" w:st="on"><span lang="EN-US">3</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">月</span><span lang="EN-US">26</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">日</span></st1:chsdate><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">,有中國紡織服裝行業(yè)晴雨表之稱的第</span><span lang="EN-US">17</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">屆中國國際服裝服飾博覽會(</span><span lang="EN-US">CHIC2009</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">)開幕,一大批獨(dú)立的品牌涌現(xiàn)。當(dāng)經(jīng)濟(jì)危機(jī)成為遍布在中國制造業(yè)上空的烏云時(shí),依靠三來一補(bǔ)起步的中國服裝業(yè)終于開始呈現(xiàn)出變則通的端倪。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  <strong>能力移植</strong></span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  北京順美服裝股份有限公司此次同時(shí)展出了順美和</span><span lang="EN-US">ROMA</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">兩個(gè)品牌。上百平方米的特裝展位,看起來更像是時(shí)尚的高級商務(wù)會所。該公司總經(jīng)理助理司紅軍介紹,順美的自有品牌服飾在國內(nèi)市場已經(jīng)取得了不錯(cuò)的市場成績,即使是受到全球金融危機(jī)的影響,</span><span lang="EN-US">2008</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年全年銷售額還是比上年提高將近</span><span lang="EN-US">45%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">,預(yù)計(jì)今年第一季度比去年提升了</span><span lang="EN-US">20%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  司紅軍把順美今天的逆勢上揚(yáng)歸結(jié)為</span><span lang="EN-US">4</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年前的果斷轉(zhuǎn)型。成立于</span><span lang="EN-US">1985</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年的順美服裝是北京市順義鎮(zhèn)農(nóng)工商總公司與新加坡美都紡織品有限公司共同創(chuàng)辦的首都第一家服裝合資企業(yè)。司紅軍介紹說,順美成立之初,確立了內(nèi)貿(mào)和外貿(mào)并行的發(fā)展模式,但由于外貿(mào)需求量大,資金周轉(zhuǎn)快,順美更多的精力都被吸引到了外貿(mào)</span><span lang="EN-US">OEM</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">生產(chǎn)上。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  順美外貿(mào)加工的發(fā)展模式持續(xù)了</span><span lang="EN-US">20</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,最早的客戶來自日本。但來料加工并沒有想象中那么容易,日本客戶對產(chǎn)品的高要求讓公司著實(shí)費(fèi)了不少功夫。司紅軍對《商務(wù)周刊》回憶到:日本企業(yè)對于產(chǎn)品的質(zhì)量細(xì)節(jié)要求苛刻,成衣上如果留有線頭或水印都不被接納。他們對輔料的要求也非常細(xì)致,即使是衣服上的一條裝飾線,如果線號用錯(cuò)也會被退貨。經(jīng)過幾年磨合,順美的產(chǎn)品完全符合了客戶的要求,也因此獲得了越來越多的訂單。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  近幾年,國內(nèi)制造業(yè)發(fā)展迅速,更多國外企業(yè)選擇跟中國企業(yè)合作。順美決定將業(yè)務(wù)拓展到歐美國家。司紅軍表示,順美一方面看到了與身處時(shí)尚前沿的歐美市場的合作機(jī)會,希望借此提升自己,另一方面也希望客戶群多元化,提高企業(yè)抗風(fēng)險(xiǎn)能力。</span><span lang="EN-US">2002</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,歐美在北京投資興建另一個(gè)工廠,并配套專為歐美市場提供生產(chǎn)的設(shè)備,開始把雞蛋分籃子放。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  為了提高自身的產(chǎn)品設(shè)計(jì)能力,順美專門設(shè)立了研發(fā)中心,在與外貿(mào)客戶的合作中主動(dòng)提出設(shè)計(jì)建議,在面料的選擇方面也提出自己的想法。經(jīng)過多次交流,客戶逐漸接受了他們的建議,并且在合作上也擴(kuò)展了內(nèi)容,一些設(shè)計(jì)環(huán)節(jié)的內(nèi)容開始由雙方共同完成。如今,順美已經(jīng)可以為外貿(mào)客戶提供從面料采購、設(shè)計(jì)到成衣等一條龍服務(wù)。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  </span><span lang="EN-US">2005</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,順美著手轉(zhuǎn)變?yōu)閾碛懈叨俗灾餮邪l(fā)的能力和提供高附加值產(chǎn)品的企業(yè),同時(shí)從注重外貿(mào)發(fā)展向外貿(mào)和內(nèi)貿(mào)共同平衡發(fā)展轉(zhuǎn)變,順美的公司資源也開始向內(nèi)貿(mào)傾斜。司紅軍透露,為實(shí)現(xiàn)轉(zhuǎn)型,順美對公司組織機(jī)構(gòu)進(jìn)行了調(diào)整,將企劃部提高到戰(zhàn)略決策輔助的高度。當(dāng)時(shí),順美在國內(nèi)一類城市已經(jīng)有十幾家銷售門店,并建有顧客資料卡,企劃部首先對這些客戶數(shù)據(jù)進(jìn)行分析,形成了針對性的市場需求報(bào)告。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  順美將產(chǎn)品定位在男士正裝和商務(wù)休閑兩大類別,特別聘請?jiān)诜▏魧W(xué)的專業(yè)設(shè)計(jì)師擔(dān)任設(shè)計(jì)總監(jiān),還專門調(diào)配出固定的生產(chǎn)線供內(nèi)貿(mào)產(chǎn)品使用,并在銷售網(wǎng)絡(luò)上進(jìn)行很大投入。老品牌順美以都市精英為定位很快推向市場。</span><span lang="EN-US">2006</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,順美又推出獨(dú)立子品牌</span><span lang="EN-US">ROMA</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">,歐化的高端品牌形象加上款式豐富、面料華麗的優(yōu)勢,很快在市場上占有一席之地。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  事實(shí)證明當(dāng)初的決策非常正確。司紅軍說,經(jīng)濟(jì)危機(jī)雖然給行業(yè)帶來了影響,但順美已成功轉(zhuǎn)型,內(nèi)貿(mào)產(chǎn)品占到了公司整體銷售利潤的</span><span lang="EN-US">40%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">以上。未來兩年內(nèi),我們希望內(nèi)貿(mào)和外貿(mào)實(shí)現(xiàn)平衡,從目前來看這個(gè)目標(biāo)一定會實(shí)現(xiàn)。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><span style="mso-spacerun: yes"> </span></span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">盡管現(xiàn)在也有很多</span><span lang="EN-US">OEM</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">企業(yè)在遭受危機(jī)后急切求變,但并沒有對順美形成競爭壓力。在司紅軍看來,培養(yǎng)自有品牌就像培養(yǎng)和教育一個(gè)孩子,不是朝夕之事,需要大量的前期投入和完整的市場渠道來支撐。臨時(shí)抱佛腳是經(jīng)不起市場考驗(yàn)的,恐怕很多企業(yè)都會倒在自主品牌的追尋之路上。他說。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  <strong>和國際公司一起成長</strong></span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  順美通過培養(yǎng)自主品牌找到自己的生存空間,體現(xiàn)的是很強(qiáng)的生產(chǎn)移植能力。而對于生產(chǎn)能力強(qiáng)和效率高的企業(yè)來說,也可以走出一條通過</span><span lang="EN-US">OEM</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">成為國際公司產(chǎn)業(yè)鏈上不可或缺的一環(huán)的道路。常州華利達(dá)服裝集團(tuán)有限公司就是一個(gè)典型代表。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  常州華利達(dá)服裝集團(tuán)有限公司建于</span><span lang="EN-US">1989</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,目前為優(yōu)衣庫、阿迪達(dá)斯、</span><span lang="EN-US">WILSON</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">、</span><span lang="EN-US">NORTHFACE</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">、</span><span lang="EN-US">BURBERRY</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">等著名國際品牌代工,產(chǎn)品基本銷往日本。在常州服裝協(xié)會會長繆柏純眼中,華利達(dá)是一家非常有特點(diǎn)的公司。他對《商務(wù)周刊》介紹:華利達(dá)發(fā)展很快,</span><span lang="EN-US">1999</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年改制以后,每年以兩位數(shù)的速度發(fā)展,現(xiàn)在利潤連續(xù)</span><span lang="EN-US">3</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年超</span><span lang="EN-US">8000</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">萬元。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  華利達(dá)總經(jīng)理張文昌對《商務(wù)周刊》坦承,由于人民幣升值、退稅下調(diào)、勞動(dòng)力成本及生產(chǎn)成本上升等一系列外在因素的影響,</span><span lang="EN-US">2007</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年到</span><span lang="EN-US">2008</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,出口型企業(yè)形勢都不樂觀,華利達(dá)也不例外。去年下半年以來,華利達(dá)接到的訂單數(shù)量確實(shí)比以前少了很多,但整體銷售仍然有所增長,</span><span lang="EN-US">2008</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年銷售額為</span><span lang="EN-US">12</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">億元。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  值得關(guān)注的是,華利達(dá)獲得的訂單數(shù)雖然下降,每個(gè)訂單的產(chǎn)品數(shù)量卻有提升。這意味著,中國服裝制造業(yè)的行業(yè)集中度逐漸上升,并且隨著經(jīng)濟(jì)危機(jī)的沖擊而表現(xiàn)得更為明顯。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  統(tǒng)計(jì)資料顯示,</span><span lang="EN-US">2001</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年至</span><span lang="EN-US">2008</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年前</span><span lang="EN-US">3</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">季度,紡織服裝上市公司前</span><span lang="EN-US">10</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">家利潤總額占前</span><span lang="EN-US">40</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">家的份額由</span><span lang="EN-US">53%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">提高到</span><span lang="EN-US">68%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">。在經(jīng)濟(jì)危機(jī)席卷全球的</span><span lang="EN-US">2008</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,占中國服裝行業(yè)數(shù)量</span><span lang="EN-US">1/3</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">的優(yōu)質(zhì)企業(yè)創(chuàng)造的利潤達(dá)到全行業(yè)利潤的</span><span lang="EN-US">98%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">。其中,</span><span lang="EN-US">3198</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">家最優(yōu)質(zhì)的企業(yè)銷售增長達(dá)</span><span lang="EN-US">27%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">,利潤增長</span><span lang="EN-US">52%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">,平均利潤率為</span><span lang="EN-US">15.1%</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  另一方面</span><span lang="EN-US">, </span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">舉足輕重的中國消費(fèi)市場,已經(jīng)不僅僅是國際巨頭們的生產(chǎn)基地,更是他們的戰(zhàn)略市場。居安思危的張文昌看到,近年來,由于周邊國家的成本優(yōu)勢,很多國際企業(yè)開始將工廠轉(zhuǎn)向越南、孟加拉等國家。這個(gè)過程中,在長達(dá)數(shù)十年</span><span lang="EN-US">OEM</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">生涯中鍛煉起來的中國企業(yè),開始和國際巨頭們一起走出去開設(shè)工廠。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  中國對外貿(mào)易經(jīng)濟(jì)合作企業(yè)協(xié)會副主任傅加林對《商務(wù)周刊》透露,自</span><span lang="EN-US">2004</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年來,已經(jīng)陸續(xù)有近</span><span lang="EN-US">200</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">家紡織服裝企業(yè)走出國門,江蘇紅豆、舜天、蘇豪、南紡等很多紡織出口的大型企業(yè)都有海外工廠。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  到海外辦廠已經(jīng)在一定程度上成為國內(nèi)紡織服裝企業(yè)發(fā)展的第二支點(diǎn)。他說。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  <strong>向國際邁進(jìn)</strong></span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  當(dāng)然,經(jīng)濟(jì)危機(jī)也不只帶來負(fù)面影響。同樣靠</span><span lang="EN-US">OEM</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">起家的波司登就更看重由此產(chǎn)生的推動(dòng)作用。波司登服裝有限公司辦公室主任徐誠對《商務(wù)周刊》表示,企業(yè)要做大做強(qiáng),一定更多走出去,在經(jīng)濟(jì)危機(jī)下,波司登除了生產(chǎn)方面,還要在其他環(huán)節(jié)加強(qiáng)與國際企業(yè)的合作。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  </span><span lang="EN-US">2004</span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">年,波司登著手向男裝業(yè)務(wù)拓展,后來又開始做女裝和童裝。因?yàn)椴ㄋ镜强吹诫m然單一產(chǎn)品很成功,但羽絨服只能賣一季,產(chǎn)品和品牌的單一都導(dǎo)致了公司的風(fēng)險(xiǎn)。于是,波司登重新梳理了未來的發(fā)展思路,在綜合了合作伙伴、投資人和消費(fèi)者調(diào)查意見后,開始了多品牌運(yùn)作和做四季服裝的征程。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  徐誠承認(rèn),當(dāng)初波司登并不是預(yù)測到了今天的危機(jī),而只是根據(jù)企業(yè)戰(zhàn)略按步驟進(jìn)行。但經(jīng)濟(jì)危機(jī)反而對波司登產(chǎn)品的四季化進(jìn)程和多品牌運(yùn)作具有推動(dòng)作用。他解釋到:原來要整合國外的一些品牌需要付出比較大的代價(jià),而危機(jī)讓國內(nèi)企業(yè)顯現(xiàn)出更多優(yōu)勢。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  在徐誠看來,中國企業(yè)與國際企業(yè)合作的方式有很多,包括品牌整合、渠道互換和直營。波司登有很強(qiáng)的渠道優(yōu)勢,全國有六七千家門店。徐誠很興奮地表示</span><span lang="EN-US"><img src="http://bbs.haozhanhui.com/editor/images/smilies/default/5.gif" />/span><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">波司登正在進(jìn)行相關(guān)運(yùn)作,上半年肯定會有結(jié)果,但現(xiàn)在都是在洽談中。相信很多像波司登這樣的企業(yè)都會利用經(jīng)濟(jì)危機(jī)的機(jī)會來求得自己的提升。</span><span lang="EN-US"> </span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US"><o:p></o:p></span></p> <p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋體; mso-ascii-font-family: Times New Roman; mso-hansi-font-family: Times New Roman">  越是在困難的情況下,越會有機(jī)會產(chǎn)生。中國很多行業(yè)早已進(jìn)入全球產(chǎn)業(yè)鏈,因此放眼全球才是其生存之道。在經(jīng)濟(jì)危機(jī)下,中國的服裝企業(yè)如果乘勢從生產(chǎn)環(huán)節(jié)向其他環(huán)節(jié)延伸,未來將有更多的中國品牌站在世界舞臺上與國際品牌并駕齊驅(qū)。</span></p>
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