Large Exporter "Creation" Turns to Domestic Market

As the first stop of the “Brand Miles” initiative of the Ministry of Commerce of the People's Republic of China in Dalian, the largest clothing company in Northeast China has been well known for its export advantages. However, since last year, the group’s main brand, “Creation”, has begun to shift to the domestic market.

Dayang Group has a history of 27 years. The scale of enterprises, profits and taxes, and the level of foreign exchange earned through exports are among the highest in the industry in China. The company's existing assets of 1.3 billion yuan, nearly 10,000 employees, annual apparel production capacity of nearly 10 million, its holdings of Dalian Dayang Creation Co., Ltd. was listed on the Shanghai Stock Exchange in 2000. In more than 20 years of development history, Dayang Group has been export-oriented, of which Japan and South Korea are its main customers.

Da Yang Group established its own brand "Creation" began in 1994. In recent years, the export volume of "Creation" suits has gradually increased. In 2005, the total annual export of suits of Dayang Group ranked first in the country.

"Creation" suit has won the "China Famous Brand" and "China's export brand-name products" title, its "Creation" brand was identified as "China Famous Brand." At present, the “Creation” brand sales in the domestic market are growing at an average rate of 15% per year.

"'To be a world-class fashion factory, to establish a world-class clothing company, to create a world-class men's brand' is the strategic development goal of Dayang Group. It is called the 'Three Gold Medals' strategy within the company." Dalian Dayang Creation Co., Ltd. Executive Deputy General Manager Liu Wenxue said. He also vividly compared these three goals to the three Midway Islands where the company is going to succeed.

"Creation" entered the international market at the same time, but also began to force in the domestic market from last year. At present, the company has identified Beijing, Shandong, Dalian and Shenyang as its four main areas of development north of the Yangtze River. In addition to setting up counters in top shopping malls in some big cities, they also invested in the construction of flagship stores. Each store invested more than 10 million yuan. Moreover, the clerk of these stores has a college or undergraduate degree, "is not a simple salesman, but a senior consultant for the target customer group." Said Li Feng, deputy general manager of Dalian Dayang Creation Co., Ltd., Li Feng.

The reporter found that among the international partners of Dayang Creations, the world-class brands can be seen everywhere. In early 2005, Ivano Kettering, the chief designer of Giorgio Armani, the top menswear brand in Italy, visited Dayang and evaluated the production process here. high.

In addition, in order to improve its own research and development capabilities, Dayang Group has conducted a wholly-owned restructuring of the Dalian Institute of Garments, integrating the reformed clothing research institute with the original brand research and development center of Dayang and considering it as a “creation”. "World" brand independent research and development base.