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Jiaxin Silk will raise 65 million yuan to produce domestic brand clothing

Jiaxin Silk will raise 65 million yuan to produce domestic brand clothing

  • Classification:Industry News
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  • Release time:2013-12-03
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【Summary Description】With the changes in the market situation, Jiaxin Silk announced a change in the investment direction of the 60.5 million yuan raised funds. The company plans to change the "Silk Woven Garment Project" to the "Jiaxin Silk Domestic Brand Project". This also means that all the 60.5 million yuan raised will be used for the production and sales of domestic brand clothing.

The specific content of the changes is: the establishment of Zhejiang Jiaxin Silk Brand Clothing Branch, which will produce and sell domestic brand silk clothing under the mode of direct domestic sales and chain franchise, and plan to open directly-operated flagship stores, direct-operated special counters and specialty stores within 3 years, and franchise There are 142 stores in total. It is expected to reach the sales target of 120 million yuan in the third year.

The announcement shows that Jiaxin Silk originally focused on export sales mode, and export product income accounted for 75% of total operating income. However, the impact of the financial crisis has increased the instability of the international market, coupled with the increase in labor costs, the impact of the expected appreciation of the renminbi on exports, changes in the market situation require Jiaxin Silk to accelerate the pace of opening up the domestic market, for this reason , The company decided to change the fundraising project "Silk Woven Garment Project" to "Jiaxin Silk Domestic Brand Project".

It is understood that Jiaxin Silk’s current domestic sales business model has taken initial shape. It has established its own design and R&D team and sales system. It has launched more than 500 products including real silk homewear and underwear, and has opened in Jiaxing and Shanghai. There are 6 directly-operated stores and special counters, and online sales channels have been established. These have laid a good foundation for the development of domestic brands. However, due to the small scale of domestic sales, after accelerating the development of domestic brands, the expansion of scale puts forward higher requirements on product design and store location selection.

After the implementation of the project, Jiaxin Silk will vigorously develop direct domestic sales and chain franchise models, self-operate and use flagship stores to drive counters and ordinary stores, and at the same time use flagship stores as image windows to develop franchisees. Establish directly-operated flagship stores and directly-operated specialty stores and counters in first-tier cities, and develop franchisees in second- and third-tier cities. In the first phase, Shanghai is the core and radiate to East China, and the second phase is Beijing as the core and radiate to North China.

Jiaxin Silk plans to have a total of 142 stores by 2013, including 66 directly-operated stores and special counters, 73 franchised stores, and 3 online stores including official sales platforms.

Jiaxin Silk said that the advantages of export products in terms of cost and price have been gradually lost. The brand strategy, especially the strategic transformation of China's textile industry, is imperative. In order to have a new round of development, an effective measure is to establish a company's own brand, strengthen the control of the terminal market, enhance the brand competitiveness as a whole, and conform to the needs of the diversified development trend of textile and apparel enterprise marketing models.

Jiaxin Silk will raise 65 million yuan to produce domestic brand clothing

【Summary Description】With the changes in the market situation, Jiaxin Silk announced a change in the investment direction of the 60.5 million yuan raised funds. The company plans to change the "Silk Woven Garment Project" to the "Jiaxin Silk Domestic Brand Project". This also means that all the 60.5 million yuan raised will be used for the production and sales of domestic brand clothing.

The specific content of the changes is: the establishment of Zhejiang Jiaxin Silk Brand Clothing Branch, which will produce and sell domestic brand silk clothing under the mode of direct domestic sales and chain franchise, and plan to open directly-operated flagship stores, direct-operated special counters and specialty stores within 3 years, and franchise There are 142 stores in total. It is expected to reach the sales target of 120 million yuan in the third year.

The announcement shows that Jiaxin Silk originally focused on export sales mode, and export product income accounted for 75% of total operating income. However, the impact of the financial crisis has increased the instability of the international market, coupled with the increase in labor costs, the impact of the expected appreciation of the renminbi on exports, changes in the market situation require Jiaxin Silk to accelerate the pace of opening up the domestic market, for this reason , The company decided to change the fundraising project "Silk Woven Garment Project" to "Jiaxin Silk Domestic Brand Project".

It is understood that Jiaxin Silk’s current domestic sales business model has taken initial shape. It has established its own design and R&D team and sales system. It has launched more than 500 products including real silk homewear and underwear, and has opened in Jiaxing and Shanghai. There are 6 directly-operated stores and special counters, and online sales channels have been established. These have laid a good foundation for the development of domestic brands. However, due to the small scale of domestic sales, after accelerating the development of domestic brands, the expansion of scale puts forward higher requirements on product design and store location selection.

After the implementation of the project, Jiaxin Silk will vigorously develop direct domestic sales and chain franchise models, self-operate and use flagship stores to drive counters and ordinary stores, and at the same time use flagship stores as image windows to develop franchisees. Establish directly-operated flagship stores and directly-operated specialty stores and counters in first-tier cities, and develop franchisees in second- and third-tier cities. In the first phase, Shanghai is the core and radiate to East China, and the second phase is Beijing as the core and radiate to North China.

Jiaxin Silk plans to have a total of 142 stores by 2013, including 66 directly-operated stores and special counters, 73 franchised stores, and 3 online stores including official sales platforms.

Jiaxin Silk said that the advantages of export products in terms of cost and price have been gradually lost. The brand strategy, especially the strategic transformation of China's textile industry, is imperative. In order to have a new round of development, an effective measure is to establish a company's own brand, strengthen the control of the terminal market, enhance the brand competitiveness as a whole, and conform to the needs of the diversified development trend of textile and apparel enterprise marketing models.

  • Classification:Industry News
  • 作者：
  • 来源：
  • Release time:2013-12-03
  • 访问量：0
详情

With the changes in the market situation, Jiaxin Silk announced a change in the investment direction of the 60.5 million yuan raised funds. The company plans to change the "Silk Woven Garment Project" to the "Jiaxin Silk Domestic Brand Project". This also means that all the 60.5 million yuan raised will be used for the production and sales of domestic brand clothing.

The specific content of the changes is: the establishment of Zhejiang Jiaxin Silk Brand Clothing Branch, which will produce and sell domestic brand silk clothing under the mode of direct domestic sales and chain franchise, and plan to open directly-operated flagship stores, direct-operated special counters and specialty stores within 3 years, and franchise There are 142 stores in total. It is expected to reach the sales target of 120 million yuan in the third year.

The announcement shows that Jiaxin Silk originally focused on export sales mode, and export product income accounted for 75% of total operating income. However, the impact of the financial crisis has increased the instability of the international market, coupled with the increase in labor costs, the impact of the expected appreciation of the renminbi on exports, changes in the market situation require Jiaxin Silk to accelerate the pace of opening up the domestic market, for this reason , The company decided to change the fundraising project "Silk Woven Garment Project" to "Jiaxin Silk Domestic Brand Project".

It is understood that Jiaxin Silk’s current domestic sales business model has taken initial shape. It has established its own design and R&D team and sales system. It has launched more than 500 products including real silk homewear and underwear, and has opened in Jiaxing and Shanghai. There are 6 directly-operated stores and special counters, and online sales channels have been established. These have laid a good foundation for the development of domestic brands. However, due to the small scale of domestic sales, after accelerating the development of domestic brands, the expansion of scale puts forward higher requirements on product design and store location selection.

After the implementation of the project, Jiaxin Silk will vigorously develop direct domestic sales and chain franchise models, self-operate and use flagship stores to drive counters and ordinary stores, and at the same time use flagship stores as image windows to develop franchisees. Establish directly-operated flagship stores and directly-operated specialty stores and counters in first-tier cities, and develop franchisees in second- and third-tier cities. In the first phase, Shanghai is the core and radiate to East China, and the second phase is Beijing as the core and radiate to North China.

Jiaxin Silk plans to have a total of 142 stores by 2013, including 66 directly-operated stores and special counters, 73 franchised stores, and 3 online stores including official sales platforms.

Jiaxin Silk said that the advantages of export products in terms of cost and price have been gradually lost. The brand strategy, especially the strategic transformation of China's textile industry, is imperative. In order to have a new round of development, an effective measure is to establish a company's own brand, strengthen the control of the terminal market, enhance the brand competitiveness as a whole, and conform to the needs of the diversified development trend of textile and apparel enterprise marketing models.

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