"Made In Wuhan" Promotes Regional Brand Prosperity

How do we create the brand of Han products? What experience do we have in the construction of major industrial brands? This newspaper has launched a group of reports on "Han brand pain and dream". By combing the development process of famous enterprises, we can reveal its brand cultivation path, provide reference for the creation of "Wuhan construction", and expect all sectors to think together and make efforts to build up a large Han brand.

Debate

"Birthplace" or not?

Not long ago, the argument about whether AI changed his birthplace aroused great shock at the company.

This argument comes from the advice of a consulting agency hired by AI, on the grounds that the place of birth moved to Shanghai or overseas, which can make consumers feel more internationalized, and the brand is more fashionable and high-quality.

Some of the middle and top managers and ordinary employees voted in favour.

The reason is very simple. Many peers do this, and this can bring real benefits.

Change or not?

Faced with the temptation and controversy, Hu Aidi, the founder and chairman of AI Tai, has been thinking for a long time. It is difficult to start from business to the future. But what is the most important is internationalization.

At the management meeting, Hu Aidi asked, "our design, production, channels and talents are all allocated in the global industrial chain, and we have also registered trademarks in Germany. Is this not the manifestation of internationalization?"

You think, how many enterprises and brands were born in an unknown town or even a warehouse in the history of world industry?

Hu Aidi has more reasons.

Three years ago, an internationally famous brand wanted to cooperate with AI. The condition was that AI gave up the channels and brands and gave them OEM.

By this year, the company has come again. This time, they hope to use their channels to sell the products of "Ai Di" brand.

She finally persuaded everyone that the birthplace did not need to be changed, but the way of internationalization must go even further.

Hu Aidi once again insisted on his own ideas.

Some people in the industry say that one of Hu Aidi's most admirable qualities is that she can hold on to the most important things.

Details

A sewing needle cut into four parts.

In the late 80s of last century, Hu Aidi resigned and went to sea.

Just four years later, the rental plant bought equipment, started knitting processing, and created the brand.

At that time, there were more than 2000 garment manufacturing enterprises in Wuhan, and Han style clothing became famous. No one could think of "Ai Di" who specializes in underwear. It will become one of the first famous brands in the Han Dynasty.

Only Hu Aidi and her team are very clear that "Ai Di", from the day of its birth, regards consumers as God, and enterprises should love God.

Before and after 2000, the competition in the textile industry was fierce. Wuhan counterparts changed their flag to change their flag, either to leave, or to go on OEM, or to change careers.

AI continued to work hard to introduce the most advanced clothing production equipment in Germany, Italy and Japan, and built it into the most advanced garment production base in the central region.

One detail is the proof of AI's rigorous style of work.

In the office of deputy general manager Li Hui, there is a sewing needle broken into four parts. He said, "this is the first lesson that the Germans give us.

The German always finds the broken sewing needle, even if it is broken into four pieces, then splits together, sticking it with adhesive tape, indicating when the machine is broken, and which machine is broken, and who operates to prevent the needle from remaining in the clothes.

It was only four years later that AI won the first "China brand" in Wuhan's clothing industry in September 1, 2004.

From this day, Ai Di determined to "not only be the emperor of China, but also the emperor of the world".

After that, AI invested tens of millions of dollars to raise the technology content and get the EU pass.

At the same time, Aidi harvested a series of "first": set up the nation's first knitted garment engineering technology research center, set up the first national eco knitting enterprise standard, and the first garment enterprises in the central region were certified by the International Eco label.

Strategy

Promoting regional brand prosperity

Hu Aidi did not relax at all. She knew that brands and channels were the biggest resources of enterprises.

Hu Aidi said frankly, there really is no shortcut to go. Only by strengthening technological pformation and independent brand building can enterprises provide the most important domestic demand, foreign trade support system and endogenous power.

As a member of Wuhan textile and garment industry, Hu Aidi has been promoting the alliance of garment industry and regional brand.

In 2009, the first knitting industry in the central region was established.

Provincial Federation of industry and Commerce said that the province's private enterprises forum once a year, every year Hu Aidi actively participated, every year she talked about the development of the industry.

Hu Aidi very much agrees with the view of an industry veteran that the vast majority of textile and garment industries are private enterprises, and that all enterprises should be combined to create regional brands.

Once the regional brand is successful, all the clothing companies benefit.

In fact, at the 1996 China International Clothing Fair, it was the more than 10 Wuhan clothing enterprises jointly attacking and letting the Han style clothing start shooting.

Unfortunately, the scenery is not long enough, and the Han style clothing is no longer a good match.

The good news is that Han style clothing is picking up glory.

Data show that last year, more than 1600 garment enterprises in Wuhan sold more than 135 billion yuan, an increase of more than 10% over the same period. In the top 100 Chinese apparel enterprises ranking, five enterprises such as Taihe and red people continued to lead.

At the same time, the brand self operated shop has entered the two or three line city.

The wonderful thing that AI Tai has brought to us may just begin, and the "second spring" of Han style clothing has just begun.