Recently, “China Quality News” and China Industrial Economic Information Network’s Learning Power Platform published a special report entitled “The birth of the first 1 billion-yuan school uniform enterprise, China’s school uniform industry accelerates into the brand era”, systematically describing SUMEC’s Eaton The Gide school uniform brand has always adhered to the business philosophy of “Beyond Profit Only”, fully integrated the upstream and downstream resources of the industry chain, and continued to improve the quality of student uniforms. In the first three quarters of 2021, it has achieved a brand practice case with an output value exceeding “1 billion”. The following is the full text of the report, let us have an in-depth understanding of the growth of the Eaton Gide brand~
The birth of the first “billion dollar” school uniform company
The school uniform industry is accelerating into the “brand era”
According to the latest released data, China’s school uniform industry, which has a market worth hundreds of billions, finally ushered in the first school uniform brand to reach the “1 billion” output value threshold this year – Eton Gide. With the improvement of the country’s economic level and people’s consumption power, six years after the implementation of the “New School Uniform Policy”, China’s school uniforms are accelerating into the “brand era”.
As a rigidly needed product, school uniforms have huge market potential. The “2019 China School Uniform Industry White Paper” shows that China’s school uniform market demand is about 113 billion to 125 billion. However, small and micro enterprises account for 95% of the country’s school uniform manufacturers. There is still a wide gap with developed school uniform markets such as the United Kingdom, Japan, and South Korea. big.
Recently, the listed state-owned enterprise SUMEC Co., Ltd. (600710) announced its results for the first three quarters of 2021. Its school uniform brand Eton Gide’s revenue in the first three quarters exceeded 1 billion yuan, making it the first company in China’s school uniform industry to enter the ” “One billion yuan club” enterprise also marks the further acceleration of the branding development of the domestic school uniform industry.
For a long time in the past, China’s school uniform market has been in a state of chaos and fragmentation. Family workshops and large OEMs coexisted in the industry. Quality issues have been plaguing the market. Society’s concerns about the quality of school uniforms have Attention is growing day by day.
In 2015, my country launched the “New School Uniform Policy” to standardize and manage the school uniform market. In June of the same year, my country’s first national standard specifically for school uniforms, GB/T 31888-2015 “School Uniforms for Primary and Secondary School Students”, was released, becoming the “new national standard” for the school uniform industry.
With the implementation of the “New Deal”, people’s demand for diversified, personalized and humanistic school uniforms has been gradually released, and the marketization level of school uniform procurement in various places has increased year by year. A more open market competition environment has not only laid the foundation for the rapid development of branded school uniform companies such as Eaton Gide, but also promoted the healthy development of the school uniform industry, and the quality and aesthetics of domestic primary and secondary school uniforms have been improving year by year.
Changing the industry is inseparable from the integration of the industrial chain. According to reports, EtonGide adheres to the concept of “quality school uniforms”, attaches equal importance to beauty and quality, and applies many modern technologies to school uniforms. Since 2016, EtonGide has successively launched in-depth cooperation with the British century-old campus clothing brand Trutex, professional accessories brand William Turner, and shoe brand Clarks; at the same time, it has continued to cooperate with international and domestic companies such as 3M, YKK, Guangdong Esquel Group, and Shandong Lutai Group. First-class enterprises establish long-term strategic cooperation. Currently, EtonGide school uniforms use 3M reflective technology, 3M Thinsulate high-efficiency warm velvet, Lu Thai Textile Xinjiang long-staple cotton, fluorine-free waterproof finishing, breathable and moisture-permeable coating and other technologies, which greatly improves the comfort and functionality of the school uniforms. and aesthetics, improving the quality of school uniforms as a whole.
Eton Gide
Branded uniforms
The school uniform industry has the characteristics of strong purchasing seasonality, group buying business and retail services. It has extremely high requirements on the company’s production response capabilities and peak logistics management and control capabilities. According to Wang Fang, Eaton Gide built the country’s first 60,000-square-meter smart warehousing and logistics complex for this purpose, and jointly developed a digital system with Alibaba. After customers place an order online, the order can be received within seconds, and the warehouse control system completes the distribution automatically, providing schools, parents and students with a complete set of push services in a more refined manner, effectively overcoming the difficulties in delivering school uniforms during the spring and autumn peaks.
Always walking side by side with educators is another characteristic of EtonGide’s brand building. Recently, EtonHouse, Changzhou City’s Zhonglou District Education Bureau and Zhonglou District Hehuachi Street jointly created the country’s first “Between and Excellent Education and Cultural Space” specially created for educators, creating a “poetic habitat” for educators “land””Between” covers an area of 400 square meters and has a collection of 6,000 books. It includes an art exhibition area, an education salon area, a lecture hall, a small library and a coffee corner. It will be open to educators free of charge for life.
Industry analysts believe that compared with China’s huge market for school uniforms worth hundreds of billions, the industry’s leading brands still have huge potential after crossing the “billion” threshold, and will promote the “scale and brand” of the overall industry through the use of brand effects. further improve the level of “culturalization”.
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