China's textile industry is also in a critical period of transformation and upgrading and shoulders the major responsibility of promoting the transformation of the textile power into a textile power. We should implement the innovation-driven strategy with the courage and wisdom of reform, adjust and optimize the industrial structure, speed up the formation of new competitive advantages based on brand, standard and green development, and achieve the goal of creating from "Made in China" and "China Brand" Leap In the future, in accordance with the overall plan of "four comprehensive" strategic arrangements and the "five new steps of Jiangsu Province" of the CPC Central Committee and the State Council, combining with its own advantages, Sunshine Group will do a good job in using major national strategic opportunities and participating actively "Belt and Road" and "the Yangtze River Economic Belt", develop and nurture new growth points and continuously create new advantages in development so as to make a difference in the "Made in China 2025" and "Internet Plus" plans of action and strive to build the sunshine Become a prominent industry, brand excellence, strong research and development capabilities, with cross-industry operating capacity, multi-industry international brand groups. - Jiangsu Sunshine Co., Ltd. Chen Lifen brand chairman and general manager of the market access and occupation of the pass The past 30 years, the Sunshine Group adhere to the brand building as the basis, scientific and technological innovation-led, the use of brand accumulation of intangible assets, take the textile Apparel professional development, one with the textile and garment-based industry, in order to achieve bigger, stronger and better goal, cast first-class international brands, build first-class textile and apparel brand enterprises make unremitting efforts. As early as the beginning of the brand in 1986, the first batch of worsted woolen products was sold to Nanjing Road in Shanghai. The old name "Shanghai 100" accepted the product but requested "Shanghai" in the column of origin. Salesman explained that not to write, no one bought the product. The incident touched the top of the company and realized that the brand was a passport for businesses entering and occupying the market. Reporter: Sunshine Group currently has which subsidiaries and brands? Chen Lifen: At present, the Sunshine brand has been developed from the original single woolen fabric brand into a multi-brand fabric business pattern. The company owns "Sunshine Card" worsted woolen fabric, "SUNDIVO" high-end wear fabric and "Pompeii" , "Venetian" senior custom clothing, "Sunshine Fashion" business style clothing and a series of new world-renowned brands. "Sunshine card" worsted woolen, "sunshine card" suits, "Pompeii card" suits, "sunshine fashion card" suit four products won the title of brand-name products in Jiangsu Province. Reporter: From the early 90s at the Great Hall of the People held a "color woolen world" boutique display to the early 21st century, creating a direct export of homemade wear out of developed countries precedent, Sunshine Group always seems to "leapfrog" progress. Chen Lifen: Indeed, the 90s of last century, public opinion that the textile industry as China's traditional industries, has become a "sunset industry." The top of our company believes that "there is no sunset industry, only sunset thinking." As long as innovation is upheld, the textile industry can still be a high-tech industry and a sunrise industry. So we adhere to the product quality, a brand name as the main goal of the enterprise, launched a series of cashmere series of tweed, camel silk brocade, color it, super-thin and so on hundreds of new products, "Sunshine" woolen become "Mianjian Jiangsu Products ", brand-name products in Jiangsu Province, for three consecutive years by the domestic Ministry of Trade as" the best-selling product Golden Bridge Award. " Twenty-eight years ago, the company quietly contributed its own efforts on the road of creating its own independent brand. Efforts have always been made to establish an independent high-end brand as an important way to promote transformation and upgrading, the primary goal and the fundamental guarantee, and strive to improve the added value of products and enhance The core competitiveness of enterprises, made more obvious results. Maintaining Industries with Quality and Guiding Industries with Core Competencies Sunshine Group ranks 59th among the top 100 enterprises in the 2013 annual evaluation of the brand competitiveness of Chinese industrial enterprises, ranking the first among textile enterprises. On December 12, 2014, Among the 2014 China Brand Value Evaluation Information released by China Council for the Promotion of Brand Building, Jiangsu Sunshine Group Co., Ltd. topped the 2014 China Brand Value List with a brand strength of 856.33 and a brand value of RMB10.013 billion. In 2014, China's brand value list, the brand value of more than 10 billion yuan in a total of 32 companies, the Sunshine Group is the textile industry's only one brand value over 10 billion yuan of enterprises. Reporter: Sunshine Group is how to maintain their core competitiveness? Chen Lifen: There are two points, one, starting from the "point", nurturing the brand by the market. We open up the market with the innovative ideas of "let the market go with me", which not only reap the market and benefit, but also gain a good brand effect. In 2000, "Sunshine" trademark was identified as the first well-known trademark of China's wool industry. In 2003, "Sunshine Nerong" won the honor of "China Famous Brand Product". In 2006, "Sunshine Nerong" was elected as "China World Famous Brand", becoming the only "world famous brand" in China's textile industry so far. Second, by the "line" extension, with quality maintenance of the brand. Establish quality awareness, improve staff quality, promote brand strategy. We have designed a practical brand development strategy: first to provide international first-line brand clothing ancillary services, Dingpaishengchan, and then form a strategic alliance with international brands, and finally create their own high-end brands. Sunshine Group has 51 countries in more than 100 brands OEM clothing, including Armani, BOSS and other luxury brands. The main purpose is to enter the international brand-name supply chain, sales of "sunshine" fabrics, while low-cost access to international brands management experience for the "Sunshine" to create their own high-end brand playing a foundation, "Sunshine" woolen has gradually become the industry's excellent quality, High grade synonymous. Since 1999, we have started to extend from worsted woolen garments to high-end branded garments. We have successively launched the "Venetian" high-end men's wear and "Pompeii" wear and other apparel brands and started to build their own brands. Reporter: The current and future sales layout is like? Chen Lifen: comply with the development of the Internet era, the company and the International Wool Bureau, developed a "San Di Wei" high-end wear brand; upgrade the "Venedi" upscale men's brand, opened a private advanced custom website, developed online Experience, booking orders, on-site volume, sample try on services, has formed O2O pattern. The Company regards the construction of marketing channels as the primary task of brand promotion, and has built a unique self-operated channel system all over the world to enhance the coverage of the Sunshine brand. The headquarters of the company as a sales center in the country's 31 provinces, municipalities and autonomous regions set up 23 branches, sales network from the province, city and district extends to the county and township, formed a combination of bar, block and line sales model. The company also launched a marketing service system through the establishment of counters, establishment of franchised stores, chain stores, commissioned businesses and joint-stock operations. It has established over 600 sales outlets in China covering over 95% of the country's major cities. The foreign trade business of Sunshine Brand involves the United States Japan, Europe and other three major regional centers and established good long-term, friendly and stable cooperation with many famous clients in 44 countries and regions all over the world. In the future, Sunshine is determined to contribute its strength to promoting the transformation of "Made in China to China, China's speed to China's quality and the transformation of Chinese products to Chinese brands", and to become the most respected national brand enterprise in China and promote the company's brand to become International and domestic well-known brands.
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