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【速搜问答】代工厂是什么意思

问答 admin 3周前 (07-13) 146次浏览 已收录 0个评论

汉英对照:
Chinese-English Translation:

代工工厂是指代工生产的工厂。作为世界的工厂,还有许多不被消费者了解的,只代工生产,做OEM(原始设备生产商(不设计只生产)),ODM(原始设计制造商(既设计又生产))的工厂。

OEM factory refers to the factory of OEM production. As the factory of the world, there are many factories which are not understood by consumers, only OEM (original equipment manufacturer (not designed, only produced)) and ODM (original design manufacturer (both design and production)).

代工工厂是指代工生产的工厂。作为世界的工厂,还有许多不被消费者了解的,只代工生产,做 OEM(原始设备生产商(不设计只生产)),ODM(原始设计制造商(既设计又生产))的工厂。

OEM factory refers to the factory of OEM production. As the factory of the world, there are many factories which are not understood by consumers, only OEM (original equipment manufacturer (not designed, only produced)) and ODM (original design manufacturer (both design and production)).

这在大环境上有三方面的原因:

There are three reasons for this

1、国内运动服装和户外服装市场从无到有,开始步入成长期,是工厂杀入的好时机;

1. Domestic sportswear and outdoor clothing market from scratch, began to enter the growth period, is a good opportunity for factories to enter;

2、人民币的升值造成国内企业在服装出口的价格方面越来越没有竞争力;

2. The appreciation of RMB makes domestic enterprises less and less competitive in terms of clothing export price;

3、国内的劳动力成本越来越高,也造成服装出口的价格没有竞争力(当前体现在惠农政策出台后的民工荒,和新劳动法的对企业主的严格要求)。

3. The domestic labor cost is higher and higher, which also causes the price of clothing export to be uncompetitive.

古语云:人无远虑,必有近忧。企业主要寻求企业短期利益和长期利益的平衡。他必须在未来局面的变化之前做好准备。于是代工工厂为了长期的利益,为应对未来国际市场的衰退,当前要杀入国内市场。

As the old saying goes, “if you don’t have a long way to go, you must have immediate worries.”. Enterprises mainly seek the balance between short-term interests and long-term interests. He has to be prepared for changes in the future. Therefore, for the sake of long-term benefits and coping with the recession of the international market in the future, OEM factories have to enter the domestic market at present.

工厂应该依托原有公司建立服装品牌,还是新建一个公司建立服装品牌,应该新建公司建立服装品牌(以下简称新品牌公司)。这是因为:

The factory should rely on the original company to establish the clothing brand, or to establish a new company to establish the clothing brand, should the new company establish the clothing brand (hereinafter referred to as the new brand company). This is because:

1、保密的需要。工厂自己的品牌必然与代工品牌产生竞争。代工品牌如果知道工厂自建了品牌,心里会想:我的成本就是你的利润,我养着我的竞争品牌,我不是养虎为患吗?于是代工品牌会设法脱离代工工厂,这样就会造成代工工厂的损失。与其事后将品牌拆分出去,工厂不如事先在建立品牌的时候,就单独成立公司,撇清与工厂的关系。

1. The need for confidentiality. The factory’s own brand is bound to compete with OEM brand. If the OEM brand knows that the factory has built its own brand, I will think: my cost is your profit, I keep my competitive brand, am I not a tiger? So the OEM brand will try to break away from the OEM factory, which will cause the loss of OEM factory. Instead of splitting the brand afterwards, it is better for the factory to set up a separate company and clear the relationship with the factory when establishing the brand.

2、生产多元化产品的需求。一家工厂的生产产品的品种和数量是有限的,而消费者的需求是多样的。探路者品牌的户外产品包括背包、帐篷、服装、睡袋、鞋……有很多是贴牌的产品。一个品牌肯定要发展为以顾客需求为导向的多元化产品品牌。而工厂没有必要为了自有品牌的多元化产品需求,完全自己新建工厂,贴牌就可以啊。工厂本身的多元化特点是以自己生产能力为限的多元化,比如内衣、裤衩、背心、女士常服、男士休闲服、老年人服装,工厂都可以生产。但是如果这些服装都用一个品牌,消费者会很迷惘。

2. The need to produce diversified products. The variety and quantity of products produced by a factory are limited, while the needs of consumers are diverse. Pathfinder’s outdoor products include backpacks, tents, clothing, sleeping bags, shoes There are many OEM products. A brand must develop into a diversified product brand oriented by customer demand. It is not necessary for the factory to build a new factory completely for the diversified product demand of its own brand. The diversification of the factory itself is limited by its own production capacity. For example, underwear, underpants, vests, women’s casual wear, men’s casual wear and clothing for the elderly can be produced by the factory. But if these clothes all use one brand, consumers will be very confused.

3、控制成本的需求。如果品牌是工厂内部的,那么就只能用工厂生产的产品,多贵都要用。这样其实不利于品牌的发展。很早以前宏碁品牌就认识到这一点。宏碁要求内部的工厂的采购,如果内部的上游工厂的产品价格比外部工厂价格低或一样,那么采购内部上游工厂的产品;如果内部上游工厂的产品价格比外部工厂价格高,那么采购外部工厂产品。新品牌公司如果能有采购自决权,那么就有利于产品成本的控制。

3. The need to control costs. If the brand is internal to the factory, you can only use the products produced by the factory. You have to use them at any price. This is actually not conducive to the development of the brand. The Acer brand recognized this a long time ago. Acer requires the purchase of internal factories. If the price of the products of the internal upstream factories is lower or the same as that of the external factories, the products of the internal upstream factories will be purchased; if the prices of the products of the internal upstream factories are higher than those of the external factories, the products of the external factories will be purchased. If the new brand company can have the right of purchasing self-determination, it will be conducive to the control of product cost.

4、控制产品品质的需求。杭州匡捷贸易有限公司的飞鹰说过他的所见所闻:“现在有相当一部分工厂品牌做国内销售,是为了清理自己的库存。相当多的一部分是服装和鞋,因为有时外加工时能剩余一些面料下来,有些人就做尾单偷偷卖,有些人干脆做假货偷偷卖,聪明的工厂就自己注册个品牌光明正大的卖。但是,产品的系列化、产品的专业化、产品的延续性都无法保证。”品牌培养起来不容易,但是毁起来很容易。本着毫不浪费的精神,工厂对自己生产出的产品希望能够毫不浪费的销售出去。存在这种想法的工厂,就对产品的出厂品质缺乏严厉的监管,没有壮士断腕的精神,从而让劣质产品流出工厂。而有自决权的新品牌公司,可以保证代工工厂质量差的产品不与销售。

4. Control the demand of product quality. The flying eagle of Hangzhou kuangjie Trading Co., Ltd. said what he saw and heard: “now there are quite a number of factory brands doing domestic sales, in order to clear their own inventory. Quite a lot of them are clothes and shoes, because sometimes some fabrics can be left over during the external processing. Some people sell them secretly by making the final order, while some people just sell fake goods secretly. Smart factories register their own brands and sell them openly. However, the serialization, specialization and continuity of products cannot be guaranteed. ” It’s not easy to cultivate a brand, but it’s easy to destroy it. In the spirit of no waste, the factory hopes to sell its products without waste. The factories with this idea lack strict supervision on the quality of products, and have no spirit to break their swords, so that inferior products can flow out of the factory. The new brand company with the right of self-determination can ensure that the products with poor quality will not be sold.

工厂生产出来的产品质量好,只是实现了品牌服装的第一层功能遮体。如果该产品的技术性特点和代工品牌的一样,那么工厂品牌就是东施效颦,人云亦云。齐白石云:学我者生,像我者死。

The quality of the products produced by the factory is good, but it only realizes the first function of the brand clothing. If the technical characteristics of the product and OEM brand are the same, then the factory brand is imitative. Qi baishiyun: those who learn from me live, and those like me die.

不难看出,工厂生产只是品牌运作的一个环节而已。运动服装品牌运作的其他环节还有:目标消费者的确定和分析,功能性面料的开发,服装款式、颜色、功能的开发,品牌运动精神的发掘,品牌口号的制定,代言人选择,广告传播,渠道的建设,等等。

It is not difficult to see that factory production is only a part of brand operation. Other links in the operation of sportswear brand include: the determination and analysis of target consumers, the development of functional fabrics, the development of clothing styles, colors and functions, the exploration of brand sportsmanship, the formulation of brand slogans, the selection of spokesmen, advertising communication, channel construction, etc.


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