Yachu clothing will take the road of independent brand and will deeply cultivate the North American market.

In 2001, Zhou Huiming, who was still studying in Canada, began to get involved in the fabric business, but creating a high-end brand of his own is his dream. With China's accession to the World Trade Organization (WTO) in 2001, new changes have taken place in both the international and domestic situations. The background of overseas study has made Zhou Huiming more aware of foreign markets. In 2003, he set up his own trading company to specifically connect Canada and North America. Market, the main cashmere fabric.

"Canadian climate is cold, cashmere fabrics have market demand." After the initial venture, Zhou Huiming learned and sampled, combined with the foundation of the fabric business in the home, opened up the Canadian cashmere fabric sales market, with initial capital accumulation. “After that, I found that men’s cashmere sweaters on the market in Canada are few in style, and most of them are Scottish and Italian brands. China is a big cashmere producer with low cost and market competitiveness. I started to consider starting from selling finished garments. ."

At the same time, China's foreign trade market after the accession to the WTO is undergoing earth-shaking changes. "With the further liberalization of China's foreign trade market, whether Chinese people go abroad to develop or return to domestic entrepreneurship from abroad, they are facing new opportunities." Zhou Huiming said that it was the influence of China's accession to the WTO. More and more Chinese students studying abroad choose to return to the motherland and serve the motherland. "There is me in this."

In 2007, Zhou Huiming founded Ningbo Yachu Garments Co., Ltd. in Fenghua, Ningbo, hometown, from foreign trade and buyers to garment manufacturers. “In order to better understand the market dynamics and customer needs, we have established branches in Canada and the United States to face terminal retail.” Zhou Huiming told reporters that he did not stick to relying on small profits but quick turnover, but the business model of the company. Positioned as much as possible to pursue high added value. “Our cashmere sweaters and cashmere coats have been developed by Canadian companies. They are designed according to the Canadian body shape, shape, color, etc., and finally delivered to the Chinese factory. From design to production and processing, plus intermediate raw materials procurement, order processing Warehousing, transportation, wholesale and operation until the final retail, creating an industrial chain."

After several years of operation, Yachu has become one of the major suppliers of men's cashmere coats in the North American market. “But I have not forgotten the ideal of creating a self-owned brand.” Seeing that more and more Chinese people are working hard with their own brands in foreign countries, Zhou Huiming finally decided to start his own brand after extensive market analysis and research in 2010. . “I was thinking about transforming into a high-end suit and a handmade suit to create my own brand.”

However, the road to brand building is not smooth. “After 2009, the company once again faced pressure from low-cost processing in Southeast Asia.” At that time, Zhou Huiming did not take advantage of the price, but chose reform and upgraded internal process technology and services. “We also hesitated to transfer the industry to Southeast Asia and do mass production through low-cost processing, but in the end we still insisted on creating our own brands.” In addition, with the further integration of domestic and international markets, Zhou Huiming gradually realized the national policy orientation. Importance, began to actively respond to national policies, "from OEM to OBM, completed the road of independent brands, and then promote their own rapid development."

“Yachu acquired a 68-year-old high-end menswear brand in Canada and established the NIKKY brand in New York in 2012. Simultaneously created a 'manual suit workshop' in Ningbo to focus on the production of high-quality handmade suits.” Yachu Clothing Co., Ltd. General Manager Wang Yaojian told the reporter, “Now we have successfully entered the top 7 high-end department stores in the United States and accumulated a good customer base. At the same time, NIKKY also has more than 120 direct-operated, joint-operated high-end menswear stores and online sales websites, with an average annual Sell ​​6,000 sets of handmade suits."

After embarking on the road of independent brands, NIKKY has also suffered from the situation that high-end consumers in the United States do not accept high-end clothing made in China. “They think that high-end clothing is made in Italy, but NIKKY always insists on putting quality first, allowing consumers to deeply understand and choose NIKKY through practical experience.” Wang Yaojian said, “We will continue to deepen the North American market in the future, constantly innovating and doing. Strong and big, determined to become a small and excellent international brand that can rival the top men's wear in Italy."

Editor in charge: Li Xuetian