Yashi clothing looks for the second spring in persistence and innovation

July 1, 2016, is a memorable day for Yashi clothing. As the only remaining company in Jinan's local public-owned garment enterprises, Yashi Clothing, which has gone through 26 years of ups and downs, records the history of the development of Jinan's garment industry. From the leader of fashion clothing in Jinan to the present, it is mainly based on tooling customization, shirts, women's wear, etc. Under the impact of the market economy, Yashi clothing is not discouraged, dare to fight, looking for persistence and innovation. The "second spring" of enterprise development.

Once the glorious Jinan clothing fashion vane "a few moments ago, female entrepreneurs came to the enterprise to observe, some of them mentioned that the family also treasured a few classic women's clothing in the 1990s, and made a pertinent decision on this old brand in Jinan. I suggest that this is very moving." The person in charge of Jinan Yashi Corporation (referred to as "Yashi") said.

As the person in charge said, Yashi clothing has left a good memory for Jinan citizens, especially female friends. “In the 1990s, it was the most brilliant time of Yashi. At that time, many first-line products such as Nike and Jinlilai were pushed to the Jinan market through Yashi. It can be said that Yashi was the domestic and international brand promotion center of Jinan at that time, nor was it Over."

In the early 1990s, Sakai Street was one of the most prosperous business districts in Jinan. At that time, the clothing and clothing displayed on each floor of the newly established Yashi Clothing Mall were dazzling, fashionable and open-frame sales. It has become a paradise for people to shop, especially women who love beauty come here every weekend.

After two years of development, Yashi Mall has become a well-known clothing city, and “Ya Shi” brand clothing has become a well-known brand in Jinan. Thanks enterprises have their own clothing research institutes, professional design talent and excellent production team, has a set of advanced production equipment, the key is the first to bring Yashi front shop production, sales model, which Not only has the company extended the industrial chain, increased its operating income, but also established an excellent brand of Jinan clothing.

According to the person in charge, Yashi clothing was popular at that time because of its "short, flat and fast" characteristics. At that time, the company subscribed to a large number of European and American clothing magazines, so that every half a month to learn the most popular clothing design elements, and then through the hands of Yashi designers, after improvement, become a piece of design and wear Decent clothing, and to the market as fast as possible. “At the time, our company had more than 50 designers. For the latest design concepts, it often took only one morning meeting, or even a creative paper strip to be formed, and then small batch production was introduced to the market, up to 60. The pieces are the most fashionable limited editions, and they are quickly snapped up.” The head of Yashi said that the limited edition fashions that Yashi launched at the time were very popular with the beauty of women. “Some customers can’t help but come to the store every day. Turn around, otherwise you will feel like something is missing."

Be keen on reform "just like screwing up, progress can develop"

Under the situation of increasingly prosperous and ever-changing clothing market, if we can't keep up with the market situation and continue to develop the old road, it will be difficult to survive and develop in the market. For Yashi clothing, “transformation” has always been the magic weapon for the company to overcome difficulties and win the market. "In the tide of the market economy, Yashi clothing can be maintained until now. It is not easy. Whenever business encounters difficulties, we will try to transform, just like screwing, it seems to be repeated around the circle. Labor, in fact, every time you enter a circle, there is a new change." As the head of Yashi said, from the initial fashion coordinates to tooling processing, and now to the design as the guide, the development of private customization through the Internet, ya Shi has experienced three transformations. Time and time combined with the market situation and the actual transformation of enterprises, the company has enhanced its battery life for sustainable development.

Introducing international brands that were not previously available to Jinan was an important decision of Yashi at that time, and the company's first transformation opened. Relying on the power of science and technology and self-branding, Yashi started from a small brand and cooperated with big brands to become a real estate clothing brand with big brand awareness. At that time, international famous brands such as Nike came to Jinan for the first time, and they could only buy it in the Yashi clothing store. The core factor of introducing these brands is to learn, understand and absorb their brand operation concepts, such as marketing, design, processing and marketing, in direct connection with world-class clothing brands, so as to use "Ya Shi" as a carrier to digest The strengths of others, improve the technical content of products, and achieve the goal of developing their own brands.

Product structure transformation is undoubtedly a shortcut to make enterprises successful, but sometimes blind transformation will bring failure to the enterprise. In 1998, in response to the city government's call to turn Sakai Street into an electronic product street, Yashi Clothing closed its sales window in Sakai Street, which also made the clothing in operation slowly fall into a trap. In order to completely solve the predicament at that time, Yashi began another transformation, from the retail market of clothing to the customization of group professional wear, while strengthening technical exchanges and cooperation with relevant cooperative manufacturers, innovating sales models, expanding design strength, and strengthening quality. and service. Timely transformation not only eased the pressure of the company's development, but also completely solved the inventory problem and strengthened the flow of funds.

"The third round of restructuring, it is to adapt to the 'Internet +' tide, to build its own electronic business platform, designed by big, big sales, small-scale production strategy, production samples, and then to find a professional manufacturers cooperation." Yashi responsible People said that since 2013, Yashi has begun to try to establish an e-commerce sales platform. The goal is to start from Taobao and gradually develop into a micro-business, until it builds its own e-commerce platform and sells clothing directly to consumers through the network. In 2014, the Yashi network sales platform was initially completed, and the shirt retail and suits and tooling customizations went hand in hand, and achieved certain benefits. “In the next step, we also intend to use the characteristics of small batches and rapid response of enterprises to focus on developing private tailor-made garments of good quality and affordable price to meet the diverse needs of customers. At present, we use Internet thinking to develop a production. Management system and mobile APP module, tailor-made clothing for each customer. Through this system, customized clothing is made to the program, which can be easily queried by computer or mobile phone. Moreover, we will strive to make customers directly through the network. Docking manufacturers, choose the fabric of your choice," the person in charge said.

Stick to the same quality and always put it first

Reform is for development, but for Yashi, there is one thing that cannot be changed. That is to insist on the quality as always. “Yashi’s production of both tooling and fashion is strictly in accordance with national standards. Although low prices have advantages in market competition, we rarely participate in price wars, but always put quality first. "The official of Yashi said.

According to the person in charge of Yashi, the quality of clothing is checked and safety is in the first place. “Food safety issues are now being watched by many people, and clothing safety issues are often overlooked. We strive to simplify the process in the production of garments to minimize the industrial residue generated during the finishing process. In the past two years, we have also been looking for new fibers with natural plant characteristics such as bamboo fiber and Tencel, in order to avoid the problem of more residual materials in the garment industry,” said the official of Yashi.

In 2015, Yashi cooperated with some universities in the country to carry out research and development on specific products for middle-aged and old-age products. It plans to launch the series of products of “Welcome, Warm Back and Intimate” in early October. For men's wear, it is listed on the main line of “close-family safety”. A range of bamboo fiber and cotton fabric shirts. Thanks to the strict quality control of the company, in 2014, Yashi was awarded the title of “civilized unit” by the Jinan Municipal Committee and the Jinan Municipal Government; in 2015, Yashi was awarded the executive director unit of the Jinan Entrepreneur Association, “Ya Shi” was Jinan City Garment Association was rated as the “most influential brand” in clothing category. The person in charge of Yashi said that while ensuring the quality, the next step, the company will keep up with the needs of the times, and further increase the added value of the products by increasing the proportion of designers, in order to reshape the gold-plated signs that have been known for their design. “For example, we have already tried to make some hand-painted fashions, which are very popular in the market. Like this unique design, we will continue to seek breakthroughs in styles,” said the head of Yashi.