Last July, Yiwu shirt OEM company Beckman under the weight of the industry dilemma, began to actively seek development from other paths. Although Beckman adopted the corresponding strategy at that time, the performance was still good, but in the view of the company, in order to seek more long-term and higher-level development, the company must find its proper strategic positioning in order to guarantee long-term sustainable development. On the basis of making the shirt OEM business bigger and stronger, the company planned and tried many ways for its strategic positioning and overall development. On the 22nd of the month, the Company held its new autumn / winter press conference for its own domestic brand BRIOSO, becoming a symbol of Beckman's entry into the domestic market and another attempt by this well-known OEM company to export its shirts to respond to the crisis and readjust the strategy. Behind two major moves in a year is Beckmann's assessment of the economic situation, market prospects and self-development of China's textile and apparel industry. "China's textile and garment industry is facing structural adjustment and re-shuffling, SMEs, low-end product manufacturers will most likely quit the stage of history." Li Xinglin, chairman of the company said. As a leader in the region, Beckman has obvious advantages in this respect: Backed by Yiwu, where merchants are located, with stable customers, obvious economies of scale and large production capacity. In the international economic situation is not clear, the importance of the domestic market for apparel companies, it highlights. Beckman obviously do not want to give up such a chance. On January 3, the company's Shanghai office was formally established in Bao'an Building, Pudong District, Shanghai. At the same time, there was also a design and R & D center and a shirt brand operation center. Beckman turned to domestic brewing and started operation. The company said the Shanghai office will serve as Beckman's marketing window, design center and brand center for product design research and development and brand operations, and to further expand the company's marketing channels to provide support. Construction of the office started in the second half of last year. In the company's view, in order to reduce the adverse effects of the international financial crisis and win new profit growth points and solid domestic market share with brand added value, it must rely on a superior platform to achieve, but the Shanghai office is such A platform to further enhance the company's core competitiveness, planning and looking for the company's new growth and support points. "In order to actively enhance the transformation and upgrading of the Company so as to effectively deal with the impact of the global financial crisis and to seize the opportunities in the crisis, we will further strengthen the quality, service and management, stabilize and optimize international businesses, intensify our independent research and development and our own brand competition Efforts, "Li Xinglin said," We will further explore the domestic market and promote both domestic and international markets. "In addition to the selection of Shanghai as an important step in the strategic layout, the company also focuses on domestic products Design and development efforts. BRIOSO company designed the positioning of urban white-collar workers to "brand to enjoy the mass consumer" as the goal, the product is divided into business suits, business and leisure outdoor functional three series. The reporter saw at the press conference scene, these companies design their own men's shirt series of high-quality long-staple cotton, cotton yarn as raw materials, high-woven shirt fabric, feel slippery, breathable moisture absorption, the design is to reflect the relaxed, Elegant style. It should be said that for a perennial engaged OEM manufacturers said that although the interests of the domestic market can be seen, but due to the huge business model differences, often in practice will have great difficulty. Such difficulties may also appear in Beckman body. After the break in the new conference, the employees of the company took pictures of several foreign models with half-baked English. The company said two of the models are the spokespersons of ARMANI and HUGO BOSS, but it is clear that this model of marketing is rarely used in this business that has been exporting. In the coming days, such a completely different from the original business model, as well as the unknown market issues, will be more apparent. In fact, some issues have emerged in the company's first show in the country. A company source said, BRIOSO in the domestic market will be used wholesale, join, department store at the same time rolled out the strategy. Although this can quickly roll out the market, but it will have an impact on the shaping of the brand. But Beckman seems to have already prepared for the domestic market. In addition to BRIOSO, the reporter found some other brands that have been registered in the country but have not yet been launched in the company's showroom. After the conference, the company laid down a plan for laying down new brands in the domestic market A detailed plan. In the company's own view, its contract for agents at all levels, "is an affirmative rather than harsh demands"; the same time, Beckman adopted a domestic strategy to avoid weaknesses: In this called "new men" Of the conference, showing only dozens of shirt products, and shirts are the company's fist products, "I want to create a shirt kingdom." Li Xinglin said. Beckman made the most of his domestic preparations for the first time, which will make the company's transformation more proactive. Li Xinglin said that opening up the domestic market is an industry adjustment strategy conducted by the company under the global financial crisis. Currently BRIOSO test the water market in the South, then may be gradually increasing domestic sales, and may consider the introduction of men's full range of products. After taking the first step, the company should consider how to effectively implement this strategy.