Men's sabers: the product behind the world

Men's sabers: the product behind the world

Saber Men (http://yataghan.tmall.com/p/rd973255.htm?spm=a1z10.1.w5003-5015349048.10.UxJwl4&scene=taobao_shop) is an ordinary member of Taobao Tmall's many clothing businesses, but its products It is never ordinary, because what is little known in the country is that even Russian President Putin is a loyal consumer of this ordinary brand menswear. In 2006, the world’s major media once published such a news: “The outdoor life of the tough guy Putin” reported on a set of photographs of Putin, the then Russian President, hunting in the Siberian river basin. In this group of photos, It is clear to see that Putin is dressed in casual outdoor menswear by the Saber brand.

Men's sabers: the product behind the world

Coincidentally, in the United States, there is a well-known footwear brand New Balance, because Reagan and other American presidents like to wear New Balance jogging, so it is also known as the president of jogging shoes, from the world-famous. In 2012, US Congressman Mishaw gave a special custom version of New Balance 990 running shoes to President Obama in the hope of reminding the President of the importance of domestically produced shoes. New Balance as the president also loves to wear shoes, has now become the world's most popular jogging shoes. As an outdoor outfit that the president of other countries also loves to wear, the popularity and influence of the domestic national brand saber men's clothing is difficult to be known.

A product has gone out into the world. Even the brand that is worn by the president of other countries, why is it not so well-known and concerned in the country? With this question, the reporter interviewed the domestic manufacturer of saber men's clothing “Suzhou Brothers Camp Outdoor Equipment Trade Co., Ltd.”.

When the company’s boss Liu Xinzhang talked about Putin’s love of saber men’s clothing, he was quite excited. Liu Xinzhang said: "Saber men's clothing products are divided into military, leisure, and outdoor three major series. Above the news pictures, Putin was hunting and wearing the '6435' model of our brand military and military products. There are yellow and green colors, we Seeing that he was wearing the picture, he fully demonstrated his masculine and handsome titanic image, inspired by the U.S. military uniform 'M65', and after two redesigns, the first version was a long trench coat. No. 'J3046', the top pocket has retained the 'M65' big bag, the second edition has been changed from the windbreaker section to the cotton jacket, and the jungle camouflage pattern has been used in the fabric to make it more convenient and more personalized. It has been printed with the brand LOGO of the saber brand. Metal buttons, artificial fur collars and other details are also clearly visible. It is because of Putin wearing the brand's clothing, we also named this costume as 'Putin version'."

Men's sabers: the product behind the world

When asked why the brand's popularity and attention in the country is not very high, Liu Xinzhang is quite helpless. He said that although the brand's products have been recognized and welcomed by the international market, the funds needed to build a brand need a lot of money, whether it be opening a branded store or advertising, but because the textile and clothing industry is a traditional industry, it is generally very It is difficult to get credit support from the bank.

It is reported that "financing difficulties" has always been a shadow of textile and garment companies difficult to spread. In recent years, rising raw material prices, appreciation of the renminbi, rising labor costs, and increasingly tense energy supply have all had different impacts on traditional textile and garment companies. The supply of funds has become the biggest concern for textile and garment companies and they urgently need to be addressed. Big problem. Gao Yong, deputy chairman of the China Textile Industry Federation, said: “In terms of financing, the textile and clothing industry has always been difficult. The beginning of this year and the end of last year, the state-owned banks listed the industries to control loans and limit loans in 2013, and still put textiles. In the industry that restricts lending, we think this is very unfair.” “It is undeniable that textile and clothing companies have certain difficulties in financing. However, in the face of economic fluctuations and policy-sensitive industries, banks can only Red light," said an economic expert.

The growth of each national brand has a difficult and tortuous process. Throughout the international community, many countries have adopted national policies for protection and support to revitalize their national brands. The United States is the world's number one economic power, and it is also a well-deserved brand power: among the top 500 global companies, US companies account for half. The success of American companies and brands can not be separated from the support of relevant US laws and policies. As far as the protection of local brands is concerned, there is a “purchase of US product law” inwards and there is a famous “Section 301” in foreign countries. The former stipulates that the U.S. federal government agencies must purchase domestic products except for special circumstances, and that engineering and related services must also be provided by domestic suppliers. According to "Section 301," the United States can impose trade sanctions on any country that "harmens the commercial interests of the United States," thereby providing the United States with the best protection for local brands. In Japan, the brand strategy has been raised to the level of national strategy, and it is necessary to establish the new image of Japan with the brand. Many years ago, the Japanese government began to implement the "Japan brand development support business." The government faces small and medium-sized enterprises, raises and selects brands with Japanese cultural characteristics and regional characteristics, and undertakes 2/3 of R&D, promotion and promotion funds to help them develop the market. Samsung is a model of Korean national brands going to the world. In the early stages of Samsung's growth, government care played a crucial role. In that year, the Korean government adopted a "fleet-style" development strategy, from taxation to bank loans, to market access, to give companies a green light, from small to large, from weak to strong. France, on the other hand, holds high the banner of economic patriotism and sets up obstacles for foreign capital mergers and acquisitions. Many foreign companies' mergers and acquisitions plans have been aborted in France, and most of them have come from French government intervention.

Men's sabers: the product behind the world

It can thus be seen that the survival and development of national brands depends, of course, on how to win in the competition under a market economy environment. On the other hand, they also need to obtain more external environmental support. Since the reform and opening up, the rapid development of China’s economy has caused many developed countries to speak out. At the same time, the influx of foreign companies has also brought unprecedented impact on national brands. According to statistics, foreign brands occupy the dominant position in China's high-end consumer goods market, and the market share of foreign investment or joint ventures is close to 80%. The acceptance of brands, products, and services of ethnic enterprises is much lower than that of foreign famous brands. Domestic national enterprises have relatively weak international competitiveness in overseas markets. Many Chinese brands are also relying on “small profits and quick sales” to expand overseas markets. The impression of “Made in China” to overseas consumers is mostly “cheap” and “low-end” labels. Excavating new economic growth points and revitalizing national brands have come together at the same time. From this point of view, sabers and men's wear products can be welcomed by the president of other countries. It is even harder and more valuable. As a member of the Chinese national brand, its development deserves more attention.

For the future development of saber men's clothing, Liu Xinzhang is full of confidence. He said, first of all, the saber brand first created a "military outdoor" style, and as a brand of DNA, a unique brand of products, formed a distinct brand of differentiated positioning, effectively avoiding the homogenization of competition; secondly, saber men's clothing While developing brand franchise chain operations online, it quickly expanded online to intervene in the rapidly growing e-commerce channel and opened a brand flagship store at Taobao Tmall. During this year's "Double 11" period, the men's Taobao Tmall shop has achieved a good sales performance. We hope that this brand of men's wear that the President loves to wear can enter the life of ordinary Chinese consumers, so that ordinary consumers who purchase saber brands can enjoy a presidential wearing experience. In the future, we will not be satisfied with the product going global, but we must also strike the saber menswear brand so that this national brand can stand in the forest of world brands.