“Chongqing Legion” Stroke A Pose on the Stage of CHIC
Jun 04, 2012 ｜ by
Clothing enterprises in Chongqing, mostly established in the early or the mid 1990s, have gone through more than a decade of ups and downs and experienced rounds of survival of the fittest. Today, a number of outstanding companies have stood out, among which the 11 enterprises as “Chongqing Legion” collectively emerged in the CHIC 2012, drawing a dash of color as well as adding luster to the garment industry in Chongqing.
According to the national “12th Five-Year” Program, China has attached great importance to developing the west region, especially the strategy of “transforming the enterprises in the east to the west”, while the city of Chongqing is in the center to undertake this strategic shift. In face of the opportunity, the Chongqing municipal government has also increased the concern on the garment industry. Zhang Xuan, Deputy Secretary of Chongqing Municipal Party Committee, went into the companies to conduct researches. Consulting the opinions of various parties, Zhang stated that in recent years the garment industry in Chongqing has seen steady development; the garment industry output value has grown to 22 billion RMB in 2011 from 4.3 billion RMB at the beginning of its municipality directly under the Central Government. In addition, there are over 200,000 people engaged in garment production and sales. Meanwhile, Zhang also pointed out that Chongqing still has a long way to go compared to some big provinces of clothing industry. Zhang stressed that the relevant government departments must conduct in-depth research and analyze issues to play good guide and service functions for the purpose of creating a favorable environment for enterprises development and boosting the garment industry toward a larger market.
In the support of the Chongqing municipal government, 11 clothing enterprises as a group made its debut in CHIC 2012, including Kicolor Clothing, A&S Clothing, etc., which are not only the best garment enterprises in Chongqing, but also cover the major items of clothing. According to Chen Shangfu, Secretary-General of Chongqing Garment Industry Association, these enterprises are the representatives of men’s wear, ladies wear, down clothing, underwear, and children’s clothing in Chongqing.
A theme zone was set up in Chongqing Pavilion area for comprehensive display of the history, features, advantages, and brand building achievements of the garment industry in Chongqing. Besides, there was a catwalk specially designed for the 11 enterprises, and two shows every day put the highlights of the enterprises on the display.
Kicolor aims for close-fitting dress expert
On the occasion of the CHIC, Kicolor put forward a series of high-quality clothing of latest technology in the field of underwear as well as the close-fitting clothing, such as ceiba series, coffee carbon series, and heat-generating fiber, thus the consumers once again enjoy the personal comfort of high-tech fabrics while they experience elegance and fashion. Yang Jianming, President of Kicolor, introduced that the launched high-tech and high-quality underwear series kept pace with international trends, actively introducing international leading technology as well as the high-tech fabrics such as Japanese heat-generating fiber and German acrylic fiber, which has been put into the R&D and production of the products to ensure product quality.
Kicolor always bases itself upon such a product positioning as close-fitting clothing and aims for middle and high end consumers since its establishment 11 years ago. Currently, there are mainly four categories, including underdress, pajamas and leisure wear, underwear, and stockings. “We started with close-fitting clothing considering its strong inclusivity, and two years later, bra will be included, then we will have relatively complete categories,” said Wang Junjie, Executive Vice President of Kicolor. According to Mr. Wang, producing the four categories at the same time is mainly based on long-term development of the brand. In addition, the company has to ensure that the trade partners can have sustainable and stable four-season business, which not only helps them make money, but also establishes long-term value for Kicolor. “Look at the four categories. They cover a great variety of products. Putting the four categories together into production needs a test of the capability of the company, especially the product design ability.” Wang added.
In order to improve the product quality and the market core competitiveness, Kicolor invested a lot in R&D of ceiba textile technology, becoming the only enterprise in China who is engaged in the R&D, production, and promotion of ceiba fabrics. Wang introduced that “The middle and high end ceiba products are much welcomed. The production began from 2005 when the products were mainly cold-proof underdress of blended fabrics with cotton. The ceiba fiber is suitable for warm keeping with good hand feel; besides, it possesses such physical functions as antibiosis, moisture absorption, and deodorization.”
At the CHIC, Kicolor was bold in innovation of its pavilion. Wang explained that “The design of the pavilion is based on an overall concept, including the fitment. What we did are all concrete, in order that the real insiders of rich experiences will understand at a glance that if they have a booth of such area in the market, how many product categories they should cover, what kind of product structure they should establish, and how to operate during the four seasons.”
“All districts and countries in Chongqing have established our own stores, achieving seamless coverage. The close-fitting clothing can meet the needs of the vast majority of middle and high end homes, and there are no particular market choices. The company has cultivated a relatively fixed group of users; therefore, our sales value in the malls has been climbing year by year. A five-square booth in a market of Chongqing saw 3.27 million RMB within half a year from autumn to winter last year, far ahead of the second place. It profits from the long-term cultivation and accumulation as well as the market advantages from our customer service.”
Mr. Wang told the reporters that Kicolor has been engaged in the adjustment of product structure owing to the current consumption upgrading, in addition, consumers now prefer better quality products thanks to more money in their pockets, so that Kicolor, advancing with the times, increased the product categories to prove that the company is capable of producing products suitable for the consumers based on years of R&D and back-up system guarantee.
Kicolor always adheres to the business philosophy of “Warm the World with Heart”, providing the most valuable products and service to the consumers and partners and constantly creating new competitive advantages. Mr. Yang Jianming stated that Kicolor would make great efforts for output value of two billion RMB within five years and ten billion RMB within ten years, to build a brand of strong leadership within the industry and international reputation.
A&S tries to beautify your life
First time participant, A&S, captured so many visitors’ eyes with the exhibited attracting clothes. The reporters of the magazine came to the A&S Pavilion and took a chance to have an interview with the Marketing Director Du Junhui.
Mr. Du introduced that A&S clothes are mainly designed for the 30-45-year-old intelligent women. “This is a special consumption age level that should be subdivided in detail, focusing on the female who are intelligent, decent, and in low key office fashion. Therefore, steady-going but energetic should be highlighted in the design of colors and styles.”
The brand, established in the March of 2004, stationed in northern Chongqing area with 10,000 square meters of construction area. The centers of design, marketing, finance, and production are synchronized in the plant. “In order to respond to the current development situation, the company should unhook production and sales for more specialization. The part in the northern Chongqing area will mainly undertake the design and marketing.”
A&S has established more than 100 stores all over the country except Tibet, Qinghai, and Xinjiang provinces. Because the brand was born in Chongqing, it enjoys much more reputation and good marketing channels in the city as well as the whole southwest area in China. The brand owns 43 stores in the city of Chongqing with gratifying sales achievement, witnessing a higher level each year. And the company is expected to see sales value of 200 million RMB this year.
A&S products are at middle and high end prices; while a single piece of summer clothing is averaged at 1,000RMB - 1,200RMB and that of winter one at around 3,000 RMB. The pricing can win the market and support thanks to its clothing design.
At the beginning of its establishment in 2004, there was only one main designer; however, today five leading designers and two designers of single types are working for A&S. The single-type designers are for the diversification of the single product styles, still in keeping with the overall style of the season series. The diversified styles provide powerful support to the sellers, and there are new products almost each month in spring and autumn.
Talking about the journey of brand establishment, Mr. Du said frankly that it was not an easy one. The stores of A&S have seen good sales achievements in recent years which present a trend of continued growth; therefore the major department stores are willing to provide a relatively good position with a large enough area. However, some other growing brands are suffering many difficulties in getting into the stores. Mr. Du is expecting that the local clothing brands in Chongqing would make great efforts for improvement; meanwhile, the local department store terminals will give much support to the brands. Du also said that Chongqing is a “mountain” city where people are sustained in doing things, but more mountains are easily to block the eye. For that reason he hopes that the Chongqing government’s industry departments will organize relevant training and learning or provide some policy support to help the local brand managers go out for broadened horizons and mutual exchange.
