O Penn's share of the forest in the "complementary" bird is the fundamental of cooperation

"He is a business person and has been persistent in the clothing industry. We complement each other in a variety of styles." Zheng Chenai, chairman of the Wenzhou Garment Merchants Association, which shares shares in Lin's bird costumes, commented on the original Lin Zhong birds. Apparel chairman Lin Mingan. Earlier this year, O Penni clothing formally joined with Lin Zhong bird, which accounted for 30% of the shares in Lin Zhong Birdswear. The forest bird clothing that has been quiet for many years will be presented in a brand-new image.

Rebranding of Linzhong Bird Brand

At the end of this month, Lin Zhong Bird will hold the "China's third-generation casual wear market development forum" during the CHIC in Beijing. At the same time, it announced that it has formally joined with the city's O Penni clothing.

Lin Zhong Bird Costume Co., Ltd. began to negotiate with AoBeni Dress Co., Ltd. in August last year. After five months of negotiations and internal grooming, last month, the combined Lin Zhong Bird costume officially began operations. O Penni shares in cash, which accounts for 30% of the total shares of Lin Zhong Bird.

According to reports, after the alliance, Linzhong Bird will reposition its product style and terminal image and re-explore its market network: This year, it will add another 30 million yuan to the brand, network and development; it will invest more than RMB 6 million in product research and development. , And from Japan, South Korea, please designers; product style and other successful casual wear brand dislocation, positioning in the 80 after the personality of leisure; plans to put on the market average annual sales of more than 1,000 models, products from production to the cabinet sales, Only 10 days of rapid response mechanism; increase the proportion of direct sales stores, acting domestic and international apparel brands, and turning the company into a brand management company.

The division of labor between the two parties has also been clarified. Lin Mingan, former chairman of Lin Zhong Birdswear, was appointed as the general manager responsible for market development and product development. Zheng Chenai served as the chairman of the board and was responsible for brand agency and brand promotion.

"The condition is you become the chairman"

Initially, Lin Mingan, Chairman of Lin Zhong Bird Costumes, made the sole request to Zheng Chenai, Chairman of the Wenzhou Garment Merchants Association and Chairman of O Penni Garments: “The chairman of the board will be the author of this agreement. I only agreed to cooperate.” Lin Mingan said that he knows that he is more suitable to calm down, responsible for product development and other special work. And Zheng Chenai can just make up for his lack of many aspects in the outreach, more suitable than himself as chairman.

In fact, prior to this cooperation, Lin Zhongxing had experienced a painful breakup. Therefore, Lin Ming-an is more complementary to this cooperation.

In 1998, Lin Mingan and former partners each held 50% of the shares and co-founded Lin Zhong Bird. Lin Mingan is mainly responsible for purchasing and product design. The partner is responsible for other issues at the headquarters in Wenzhou. At that time, Linzhong Bird, like other casual wear enterprises, was once one of the typical examples of Wenzhou's virtual clothing enterprises. However, after 2001, due to various reasons, Lin Ming'an and his partners were divided into the east and west, and Lin Zhong Bird was silent. Many years later, consumers almost forgot the Lin Zhong Bird brand.

Lin Mingan said that after the breakup, the two sides still have many contacts and cooperation with other parties. He believes that the breakup was because the two parties failed to form a complementary relationship.

"Complementary" is the word that Lin Mingan and Zheng Chenai said most in this cooperation. Zheng said that both parties are complementary to each other in terms of age, personality, and corporate positioning. They all stated that if there is no complementarity, cooperation will be difficult for a long time.

This is an attempt of the industry

“I’ve been thinking about how apparel companies should develop. I think there should be four areas: manufacturing and product quality; corporate development and collaboration; brand management and franchising; product promotion and trade rushing. It is an attempt and trial of the industry.” Zheng Chen Ai said that the manufacturing process technology of Wenzhou garments can be first class among domestic counterparts, but the real advantage of Wenzhou garment industry is not manufacturing, but “trade” and “circulation”. Nearly 500,000 people in Wenzhou are engaged in clothing business at home and abroad. Wenzhou marketing is the real advantage of Wenzhou's clothing resources. The foundation of the forest in the forest is very good. Through this alliance, O Penni can get into the trade from production, which is also an attempt of the industry.