Its own brand, LILY, Shanghai's first women's wear brand enters France

The Chinese clothing industry, which has always been "dressing others", will display its brand LILY for the first time on the Champs-Elysees in Paris! Shanghai Silk Group signed an agreement with a well-known French women's clothing retailer this week: In June of this year, the first ladies of the LILY brand worth US$500,000 will enter the sales of French high-end department stores and specialty stores.

According to the three-year agreement signed between the two parties, LILY Women’s exports to France amounted to US$2 million in the first year, and will increase substantially each year thereafter.

This is not the general sense of clothing exports. Xu Weimin, Chairman of the Silk Group, said yesterday that LILY is a Chinese national brand with independent intellectual property rights. From design, development, testing, documenting to production, all processes are designed and completed by us. It is reported that LILY is still the first one to sell its Chinese mainland branded apparel with independent intellectual property rights in high-end department stores and specialty stores in developed countries.

The LILY brand has actually been "frozen" for many years. Her “Niangjia”—Shanghai Silk Group—has won the championship of the foreign trade and export of Shanghai for 12 consecutive years. In 2000, its total export value reached the highest level of 820 million US dollars. It was at this time that the Silk Group was determined to change the traditional pattern of foreign trade exports and OEM processing and could hardly earn a few dollars. Among dozens of registered trademark brands, the group chose to set up a brand company focusing on LILY and explore a new path to transform the growth mode of foreign trade exports. The first independent brand of women's clothing enters the fashion capital

In the past five years, LILY has learned from the practice of famous international brand companies and established a foreign trade supply chain integrating fabric design, apparel design, proofing, plate making, testing, production, logistics, and sales, and tempered a team with fabrics. The level of garment design has gone ahead of domestic counterparts. Last spring, LILY showed his face at the Canton Fair, which attracted the attention of many international buyers. The French businessman who signed the agreement with the Silk Group for three years was said to be the French businessman who said: "Looking at LILY women's clothing, I was suffocated. Your brand is international, and the LILY brand's culture and image are also international. "The huge investment and payback are rewarded. Compared with the sales margin of only 1.8% for OEM processing, the LILY brand's women's net sales rate is very different. It is no wonder that the Silk Group decided to cut its export target this year to US$500 million (US$700 million last year). Xu Weimin said that now many well-established businessmen have come to require agents to sell LILY women's clothing. We have used our own brand, and even if the annual exports fall to 100 million U.S. dollars, the group's net profit will definitely exceed the absolute value of last year.

Adhere to the brand

The successful exploration of the LILY brand is really exciting. For those foreign trade companies that are still struggling for OEM processing, the Shanghai Silk Group has set an example.

In recent years, Shanghai’s foreign trade exports have continued to grow at a high rate, but a considerable number of industrial finished products are exported using OEM processing. Brands are provided by foreign companies. Product designs and models come from foreign companies. The process is foreign-owned, and even raw materials and accessories are For foreign companies, the Shanghai-based company only occupies the bottom of the manufacturing chain in the entire supply chain. Obviously, the basis for such exports is not solid. LILY is taking the road of branding this way. Despite the twists and turns, the prospects are bright, because this is the way to go out. Others let you take the "shortcut", in fact, not far away.