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On September 26th, the world's largest professional sewing equipment exhibition - China International Sewing Equipment Exhibition (CISMA) was held at the Shanghai New International Expo Center. International well-known sewing equipment brands appeared in CISMA and exhibited various new products. Products, new technologies, new ideas.
On the same day, Jack Sewing Machine Co., Ltd., the largest company in the global sewing machinery industry, and the internationally renowned 4A advertising company Dentsu signed a brand strategic cooperation signing ceremony, becoming the first sewing equipment manufacturer in China to officially launch the brand strategy. .
Vice President of China National Light Industry Association, Chairman of China Sewing Machinery Association He Wei, Vice President of China National Textile and Apparel Council, Executive Vice President of China Garment Association Chen Dapeng, Vice Chairman of China Sewing Machinery Association Yang Xiaojing, Jack 603337, shares attending founder Nguyen Chik-cheung, general manager Guo satellite with more than 20 media attended the signing ceremony, Jack upstream and downstream industry chain partners witnessed the milestone moment Jack.
Strong teaming up, pointing to the "global sewing equipment first brand"
Since the reform and opening up, China's sewing machinery industry has been accompanied by a situation of serious homogenization and fierce price wars, which has led to a large but not strong Chinese sewing machinery industry, although a number of market competitiveness have emerged. Stronger companies, but in general, industry companies lack branding thinking, lack of international brands, and the promotion of brand management to corporate strategic heights is rarely heard.
The long-term accumulation of brand gaps makes the brand of domestic sewing equipment inferior to foreign brands in terms of recognition and reputation. In the critical period of China manufacturing, which has turned to “China’s wisdomâ€, Jack has a strong technical foundation and quality assurance. At the time of creating a brand! As the first company in the industry to cooperate with 4A company for brand building, Jack took the lead in the new development stage of “brand-drivenâ€, and will explore the suitable Jack for the sewing industry with strategic height and global brand vision and Dentsu. The road of brand development, the realization of the "global sewing equipment first brand" dream, help China's sewing machinery industry from big to strong!
In the implementation of the brand strategy, Jack will be committed to guiding global consumers to break the misunderstanding of the “foreign brandâ€, brand superstition, and enhance the public's recognition and self-confidence of independent brands. At the same time, with the acceleration of the internationalization journey, Jack will also accelerate the internationalization of the brand, telling the story of China's sewing brand on the international stage, and promoting the transformation of Chinese products to Chinese brands.
Implement the "three products" strategy, and exert supply-side reform
The implementation of the "three products" strategy is an important task of the Chinese sewing machinery industry during the "13th Five-Year Plan" period. As one of the largest enterprises in the global sewing machinery industry, Jack is focusing on "increasing varieties, improving quality, creating brands". Hand, focus on providing the supply side with high technology content, high quality and high reputation. After years of development, Jack has continuously exerted strength in variety and quality to meet the ever-increasing consumer demand of the apparel industry.
Variety is the cornerstone of supply-side reform. In terms of increasing the variety, Jack has established a development strategy of “based on the mid-end and expanding the middle and high-endâ€, and continuously promotes product grades and enriches product categories with innovation. Jack currently has a research and development team of nearly 600 people. It is the largest R&D team in the industry. It has the world's largest patent applications in the industry for four consecutive years. It has introduced the world's leading IPD integrated product development system and developed a market with customer demand as the core. Praised smart sewing equipment, cutting equipment, such as talking sewing machine A4, industrial 4.0 representative laser cutting machine G16, etc., constantly solve the user's pain points, and continue to create value for users. At the same time, Jack used capital advantages to accelerate the expansion of the mid-to-high-end market through international mergers and acquisitions. In 2009, Jack acquired the 80-year-old global cutting experts, Germany, Benma and Toka. In 2017, Jack acquired a 40-year history. Italian shirt intelligence expert Mika, and independently developed the IPMS intelligent production management system, becoming the world's only service provider of smart manufacturing complete solutions integrating seams and seams, personalized and flexible for the apparel industry. Production provides hardware and software support.
Quality is the backbone of supply-side reform. In terms of quality, Jack digests and absorbs the quality management experience of German companies, systematically builds professional development channels for professional talents, actively cultivates and promotes the craftsmanship spirit of excellence, and extends the sharing of craftsmanship and quality management experience to the supply chain. One of the most competitive supply systems in the industry. The investment in intelligent production equipment is an important means to improve quality. In 2015, Jack invested 120 million yuan to build the industry's first intelligent production line, greatly improving the stability of product quality. In the second half of the year, two new intelligent production lines will be added to continuously optimize product quality and improve product performance. The deep integration of information technology and manufacturing is the guarantee of quality wisdom. Jack has invested heavily in building an integrated system of ERP, MES, and APS, and built the site through planning, scheduling, process management, manufacturing execution, product monitoring, logistics and distribution, warehouse management, quality traceability, equipment monitoring, and intelligent error prevention. The “one stream†production model ensures the stability of quality.
Whether in terms of variety or quality, Jack is at the forefront of China's sewing machinery industry. Many new technologies and products can compete with foreign brands. Some technologies even surpass foreign companies, such as automatic cloth. Technology, grid-to-strip technology, smart splicing technology, IPMS, etc., and the ability of products and technologies to adapt to consumption upgrades is significantly enhanced.
“The brand is the blade of the supply-side reform and the key to the success of the “three-product†strategy.†He Wei, vice chairman of the China National Light Industry Association and chairman of the China Sewing Machinery Association, said in an interview. Before the introduction of Dentsu, Jack has already positioned “fast service 100%†as a brand, and initially formed a brand awareness of “unique and uniqueâ€. With the upgrading of the apparel industry's fashion and personalized mass customization requirements, sewing equipment enterprises must solve the flexible production requirements of shortening delivery and improving quality. Therefore, Jack's “quick service†is not narrow-based after-sales service, but from research and development. System construction in design, product quality, preventive services, and quick repair services. In other words, Jack's products are convenient, intelligent and serviceable, and the stability of product quality is an important manifestation of fast service; service prevention training to eliminate quality problems caused by improper operation is also fast service. Important content; a highly qualified service team and a localized service system are the guarantees for responding quickly to customer service needs. Jack has established more than 5,000 marketing and service systems in more than 100 countries around the world. It has branches and offices in major markets. Its employees come from more than 30 countries around the world, with nearly 300 foreign employees, and the proportion of foreign employees. Increasingly high, this is the response to the rapid service layout on a global scale.
After joining hands with Dentsu, the two parties will continue to explore more brand connotations for “fast service 100%†and strive to enhance users' perception and reputation for Jack brand positioning. In the future, the brand will become one of Jack's long-term sustainable development. The variety, quality and service are the biggest support for Jack to build the brand. The brand will spur and drive Jack's innovative technology, improve quality, and deepen service. Jack's dream of the first brand of global sewing equipment, boosting China's sewing machinery industry from big to strong, helping the Chinese clothing industry supply side reform, so that there is no hard-to-do clothing in the world, so that the garment industry workers happy and happy work!
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