Many times, in today’s huge international fashion trend, professional business attire operations have not received the attention of the industry.
However, a clothing company has created outstanding achievements in the operation of business attire that are no less than those of other clothing brands.
From the establishment of an information system throughout the entire process, to a high level of attention to product research and development, to international cooperation with a number of well-known foreign companies to jointly develop fabrics – I think, Dalian Bihai Garment Co., Ltd. Everything the company has done can not only bring inspiration to other professional clothing companies, but also bring inspiration to some clothing brand companies.
Dalian Bihai Clothing Co., Ltd. (hereinafter referred to as Bihai) was born in 1945. At that time, it was established by the Kwantung Office to manufacture uniforms for mass liberation. During the period of resisting U.S. aggression and aiding Korea, Bihai’s will was obeyed.
In 2002, Bihai was formally restructured and became a private enterprise.
In the more than 60 years since its birth, Bihai has always focused on professional attire, and it has opened up a different world in the field of professional attire.
“Bihai is a representative enterprise in the research and development and operation of professional clothing in New China.” An industry insider commented.
Product R&D and business development
Bihai has a strong design team that always pays attention to product research and development. This is what Bihai has always been proud of, and it is also the reason why Bihai can win more and more A very important reason is the more customers.
The year 1997 was a very important year in the development process of Bihai.
This year, Tang Mingjie, chairman of Bihai Group, shook hands with designer Yu Zezheng, who won the title of the first top ten designers in the country. The joining of a well-known designer officially closed the era of Bihai focusing on product design and development.
This advantage quickly brought benefits to Bihai.
In 1998, in the design project of new-style security uniforms carried out by the Security Department, Bihai gained a certain market share. Bihai was involved in the old-style security uniforms of that year, from conception to research and development to the formulation of security uniform specifications.
It was during this collaboration that Bihai made its name. Since then, Bihai’s market share has grown larger and larger. From prosecutors’ robes, to judges’ robes, to lawyers’ robes, they not only adopt Bihai’s ideas, but also place orders for them to be made in Bihai.
However, Bihai, which has become more and more famous in the field of business attire, has not stagnated due to the continuous expansion of the market. Instead, more and more customers have made it pay more attention to product research and development.
In 2004, Bihai established China’s first professional professional clothing design research institute – Dalian Bihai Professional Clothing Design Research Institute.
In 2007, Bihai established Bihai Professional Clothing R&D Center. At the same time, it will also establish a core laboratory for professional clothing testing separately from the testing agency affiliated to the Dalian Garment Industry Association. At present, Bihai’s professional clothing R&D center has a total of 12 designers, including 5 senior clothing designers.
This center includes complete functional departments such as the design work room, organizational work room, engineering technology department, market development department, expert department, image design department and information department.
These different departments have their own competition, but they cooperate with each other. They individually form a complete cooperation mechanism and a complete chain of communication with customers – product design – image design – analysis services.
In order to better design and serve customers, Bihai often goes to the grassroots to conduct market research.
Different from the market research of general clothing brands, which is often conducted in shopping malls and retail markets, Bihai’s market research on customers often needs to go deep into the customer’s responsibilities. For example, in order to make special security uniforms, Bihai’s designers will go deep into the front line of special security training to observe various trainings of special security.
Diligent efforts and considerate service have made Bihai’s reputation in the professional attire design world growing. An industry insider said with emotion: “Many business attire companies are worried about their customers and always have headaches without customers. But at Bihai, customers come to us on their own initiative. Now it is Bihai who chooses the partners to cooperate with, rather than the customers choosing Bihai.” . It is not easy to do this.”
Just last year, Bihai was selected by the PLA General Logistics Department as the supplier of uniforms for the Army, Navy and Air Force officers in the Southwest Theater Command. By the end of July, Bihai had completed the production task of more than 80,000 official uniforms, with a pass rate and fitting rate of 99.8%.
“Our customers are very surprised by such a high fitting rate.” Yu Zezheng, the art director of Dalian Bihai Clothing Co., Ltd., said this with pride.
At present, the Bihai brand is used on professional attire in many very important industries in China.
Yu Zezheng said: “Our customers include ministries and commissions and bureaus of state agencies, as well as public prosecutors and judicial departments and the People’s Liberation Army, banks and other financial systems, oil systems, public institutions, transportation systems, etc. These customers are our very precious resources.”
Information and management services
Bihai also has a general advantage, that is, it has a complete set of functions that can be designed for business wear. An information management system that provides services throughout the entire process, production, and management.
This information system is the result of the separation of industry, academia and research.
At present, this set of information is fragmented.Foreign companies such as the United States have formed a flowing cooperative relationship.
At present, Bihai has reached stable cooperative relations with Japan’s Itochu Corporation, the United States’ Geer Company, 3M Company, etc.
Their cooperation is carried out in this way: whenever a new project appears, Bihai determines the functionality of the product’s fabrics, and then informs the existing partners of their needs. a foreign company and place an order with them. In response to this demand, foreign companies will develop functional fabrics that meet the requirements within a specified period of time and provide Ying Bihai. For example, Itochu Corporation is responsible for providing anti-static fabrics to Bihai.
After solving the problem of fabrics, Bihai will eventually complete the design and production of business attire based on the previously established design ideas.
“Bihai’s advantage is that it can provide customers with one-stop services from fabric procurement to garment design and manufacturing, to perfect and thoughtful customer service. This is something that other companies cannot do.”
At present, Bihai’s vision has gradually narrowed from the international to the international.
During last year’s Dalian Fashion Festival, Gorbach, chairman of the French Fashion Association, expressed great interest in Bihai’s strong R&D capabilities and one-stop service when he inspected the site. He made an initiative in advance, hoping that Bihai could take over the uniform design of Charles de Gaulle Airport in France.
But at that time, due to the language barrier, there were certain obstacles in communication between the two parties, which ultimately led to the matter being shelved.
Bihai learned from the painful experience and set up an international affairs department in 2007. In this department, Bihai hired talents from Dalian Foreign Languages Institute who are proficient in both English and French to develop business.
Bihai will also participate in the Dalian Fashion Festival in previous years.
Its exhibition theme is: “Bihai, aspirational Chinese professional clothing brand; Bihai, the core of China’s professional clothing research and development.” The booth will be divided into four exhibition areas. The exhibition area is the effect display area of Bihai concept and Bihai impression; the second exhibition area is Bihai’s iconic business formal wear; the third exhibition area is Bihai functional protective clothing; the fourth exhibition area is the crystallization of industry-university-research collaboration – Bihai professional clothing information technology.
By then, the staff of the newly established International Affairs Department of Bihai will also start their own tasks, which will be a challenge for them.
“The Dalian Fashion Festival has always been a window. This year’s Fashion Festival is coming soon, and we hope to seize the opportunity.” Yu Zezheng said.
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