By Huang Yanming and Ren Yibin

  On 18th December, the buyer team of QVC, a well-known Japanese TV and online department store retailer, came to Nantong Xinyi Garment Co., Ltd., and discussed the company’s independent brand ‘FEE CERISE’ entering the Japanese market. 

   QVC Japan is a joint venture founded by the world’s largest TV and online department store retailer QVC from the United States in Japan in 2000. Through satellite platforms and cable TV, products including clothing, home appliances, beauty products and jewellery are broadcast to women 24 hours a day. 

  Xinyi Garment located at Shizong Town, Tongzhou District started OEM for Japanese orders in 1986. In 2006, the financial crisis caused a sharp decline in foreign trade orders of the company. Gu Dongliang, the Chairman of the Board of the company, thought that pure manufacturing companies were at the low end of the industrial chain and could not control the market, and that only creating its own brands, independent designs and participating more in the competition at the high end of the industrial chain could result in better development space for the company. 

  In 2008, Xinyi Garment registered its first trademark ‘Fee Cerise’ in France, and hired Fabio, a French designer, to design women’s clothing products for the brand. In 2010, the company spent a lot of money to hire Kiyohisa Sato, the first ‘Japanese craftsman’ in the clothing industry, as the company’s technical director for 6 consecutive years, to cultivate employees’ skills, improve the production process of high-end clothing, and then set up the company’s design and marketing team. On 21st November, ANNECOQUINE women's clothing designed and produced by Xinyi Garment was rated ‘Best Seller’ (the best-selling brand of the year) for 2024 by QVC from Japan. 

  Up to now, Xinyi Garment has created two brands, which are ‘Fee Cerise’ and ‘Sakura Sprite’, opened 72 directly operated offline stores all over the state, and established a China-Japan joint venture and introduced two Japanese women’s clothing brands. From January to November, the company’s sales in the Japanese market exceeded 15 million US dollars. 

  ‘Our products have not only secured markets in Japan, Korea and Europe, but we have also gained new customers from countries such as Russia this year.’ Gu Dongliang said that currently the company’s foreign trade sales have increased by 20% year-on-year. 

【背景阅读】

通州信一服饰产品获评日本电视直销2024年度最畅销品牌

    12月18日，日本知名电视与网络百货零售企业QVC买手团队来到南通信一服饰有限公司，就该公司自主品牌“FEE CERISE 菲菘”进入日本市场进行商谈。

    日本QVC是全球最大电视与网络百货零售商美国QVC于2000年在日本成立的合资企业，通过卫星平台、有线电视每天24小时向女性播放包括服装、家电、美容产品、珠宝等在内的商品。

    位于通州区十总镇的信一服饰1986年开始代加工日本订单。2006年，因金融风暴导致企业外贸订单锐减。公司董事长顾东亮认为，单纯的加工企业处于产业链低端，无法掌控市场，只有自创品牌、自主设计，更多地参与产业链高端的竞争，才能有好的发展空间。

    2008年，信一服饰在法国注册了企业第一个商标“FEE CERISE 菲菘”，并聘请法国设计师法比欧为品牌设计女装产品。2010年，该公司又花重金聘请“日本工匠”服装界第一人佐藤喜代久，连续6年担任公司技术总监，培养员工技能，完善高端服装生产流程，进而组建企业的设计和营销团队。 今年11月21日，信一服饰参与设计、生产的ANNECOQUINE女装被日本QVC评选为2024“BEST SELLER”（年度最畅销品牌）。

    如今，信一服饰创立了“FEE CERISE 菲菘”“Sakura Sprite 亮樱子”两个品牌，在全国开设了72家直营线下门店，还成立了中日合资公司，引进了两个日本女装品牌。1月至11月，公司日本市场的销售额已超1500万美元。

    “我们的产品不仅稳住了日本、韩国、欧洲市场，今年还新增了俄罗斯等国家的客户。”顾东亮说，目前，公司的外贸销售额同比增加了20%。

    作者：黄艳鸣 任溢斌