Fadino Costumes: Dancing Tongxiang Wool Sweaters with International Brands

When many sweater companies launched fierce competition around the domestic market, the Tongxiang cashmere sweater brand, Dino, focused its development on a broad international arena, allowing the brothel sweaters to reach the European and American markets.

Fadino: Jiaduo City Fudo Nu Clothing Co., Ltd., settled in the Puyuan in 2006, is currently mainly engaged in the production and sales of knitted menswear. The company has more than 150 employees. In 2011, it produced more than 400,000 pieces of foreign trade garments with an output value of nearly 60 million yuan.

Local sweaters compete with international brands

Jiaxing City Fedinuo Clothing Co., Ltd. was established in 2006. Although the establishment of the company was not a long time, however, the CEO Chen Yuanxin has been fought in the sweater industry for 20 years.

Before coming to the brothel, Chen Yuanxin had his own foreign trade company in Guangdong. By chance, the Wenzhou fellow promoted him to invest in a brothel.

Through a field trip, Chen Yuanxin has a deeper understanding of the brothel sweater industry. “Making sweaters is the key to matching. Here the industry is mature, and the facilities are complete. From wool yarn raw materials, knitting machinery, technology development, to finishing after finishing, logistics distribution, etc., there is a relatively complete industrial chain. Moreover, the employment is also convenient for the development of the enterprise. The environment is good."

Looking at the development environment of the brothel, Chen Yuanxin chose to invest in the brothel.

For a small enterprise with a small investment scale, such as the “Teduo” sweater brand of Tongxiang, the government’s level of support is not small. When the company was founded, due to the fact that its own factory building was not yet established, Zhenzhao Business Office actively helped to contact and lease the unused old factory building of Tongxing Company to help the company put into production in time.

Export

The brothels have been known throughout the country for their sweaters. The sweaters here account for more than 70% of the national total. However, for a long time, the market orientation dominated by domestic sales has made the sales of foreign trade become the short legs of brothel sweaters, and there are few sweater exporting companies in the region.

When they set foot on the hot spot of the brothel, how to develop the market and how to plan development has become a problem that plagues Fadino. Through in-depth investigation, Chen Yuanxin realized that as a newly settled sweater company, in order to achieve growth, it is necessary to make full use of the brothel's regional advantages, labor advantages, and industrial supporting advantages, while trying its best to avoid the sweater domestic sales of brothels. Due to the unfavorable factors such as the main product, the seasonality of the product, and fierce competition, the company has come out with its own path in the development of the wool sweater industry.

After analysis, Fideno Company established the business ideas for entering the high-end foreign trade clothing production field in the European and American markets, and formulated the development goal of “One year entry, two years of success, and three years of scale”.

After establishing the development goals, Fudono boldly implemented the "going out" strategy. Through its own high-quality products to attract foreign businessmen, and actively cooperate with foreign brands. In the course of several years of development, the company survived the difficulties of RMB exchange rate fluctuations and financial crisis. Over the past few years, foreign trade orders have been increasing year by year, and the scale of the company has grown year by year. From the time when the factory was rented to the present, the company has a factory with a floor area of ​​17 acres and a floor area of ​​approximately 10,000 square meters; employees have also grown from 30 at the beginning to 150 now. More than one name. In 2011, it produced more than 400,000 pieces of foreign trade garments and sales revenue of more than 40 million yuan.

Today, more than 90% of Fadino's products are exported, and most of them are sold to European and American markets. Relying on excellent products and good reputation, it has established a good trade cooperation relationship with merchants from Italy, the United States and France.

"Fardino" is an active "going out" distribution strategy that has also been affirmed by the government. Relevant person in charge of the brothel wool sweater market management committee believes that “going out of brothel sweaters is an eternal topic, we must make more efforts to export and export. Now the brothel sweater industry as a whole is being upgraded and transformed. In the critical period, on the basis of grasping domestic sales, we must actively enter the international market, try to walk on two legs, and change the original single image of the “leader in the national wool sweater industry”.”