The development course of Shanghai Conch Clothing Co., Ltd.

The development history of "Conch" brand can be traced back to the "Green Leaf" brand in the early 1950s. 195 1 may 1 day, at that time, rongxin underwear factory registered and launched the "green leaf" brand trademark. According to historical records, in 1954, Luye brand shirt, as the only representative of China shirt, participated in the clothing exhibition held by the former Soviet Union and the Leipzig clothing exhibition held by the former GDR, and the brand Luye became famous. 1973, the then Shanghai No.2 Shirt Factory took the famous American brand "Arrow" as the catch-up goal, registered and used the trademark "Conch" to produce high-quality shirts. Conch shirts have won the favor of consumers at home and abroad with their strict standards, novel styles and fine sewing. 1979, conch shirt won the national gold medal, and since then, various honors have continued.

From Rongxin Underwear Factory, where 1950 was born, to Shanghai No.2 Shirt Factory, and to today's conch clothing, "Conch" has gone through nearly 58 years of wind and rain, almost accompanied by the growth of new China, and can be described as "an old Chinese brand". On the premise of maintaining manufacturing advantages and leading technology, Conch Clothing always adheres to the road of national brand development in China, devotes itself to knitting high-quality shirts for consumers in China, and at the same time keeps up with the international fashion technology trend, aiming at the international advanced level in terms of product quality and technical objectives. Especially in recent years, in the production of high-end products, new technologies such as fine cutting and high-density sewing have been fully implemented to improve product quality and constantly explore new technologies; In 2005, 65.438+0.5 billion yuan was invested to build a modern clothing manufacturing park covering an area of more than 40,000 square meters in Jiading District, forming an annual production scale of 5 million shirts, 300,000 suits and 200,000 sets of casual clothes, thus ensuring that conch products always maintain the leading design advantages, manufacturing level and fashionable new styles in China.

Conch brand shirt is the core brand of Shanghai Conch Clothing Co., Ltd. Conch trademark 1999 was awarded as a well-known trademark in China, and Conch shirt 200 1 was awarded as a well-known trademark in China for three consecutive times in 2004 and 2007. The company's technical center has more than 200 professional and technical personnel, with strong design strength. Through the introduction of clothing computer design system and CAD layout system, the company's technical equipment and design ability have reached the international advanced level. The design style of conch shirt highlights the characteristics of masculine beauty of men, keeping up with the international fashion technology trend; In the past two years, we have also designed and developed functional shirts such as "Bora velvet" and "easy to handle" and "personalized" shirts that conform to people's fashion trends. In the production of conch shirts, relying on the professional standards and quality assurance system of shirts in conch garment manufacturing park, we carefully design and produce them. Through the selection of fabrics and the optimization of cutting, high-end products have the characteristics of leading design advantages, fashionable styles and exquisite workmanship. Aiming at the international advanced level, Conch shirt independently developed a "new structure shirt" technology with high-tech content, and obtained the national utility model patent, so that the crease resistance of shirt seams can be maintained for a long time.

Conch Clothing has set up sales branches and specialty stores in some major cities in China, set up counters in major shopping malls, established a good brand marketing system with franchisees and distributors, and built a nationwide marketing network. Customer satisfaction is rising, and the market share has been in the leading position. In 2005 and 2006, shirt sales ranked second in China. In 2007, it was awarded the title of "the most competitive brand in the market" by the Ministry of Commerce of China. In overseas markets, the products manufactured by the company for foreign customers are exported to more than 40 countries and regions such as Europe, America and Japan.

The development of conch clothing from "green leaf" to "conch" is not only the increment of products, the upgrading of technology and the expansion of capital, but also a precious brand culture. For a long time, Conch Clothing has donated huge sums of money to disaster-stricken areas all over the country, set up "Conch Hope Primary School", published "Conch Green Leaf Library" and sponsored "Paralympic Games", which has made positive contributions to repay society and build harmony. Conch's brand culture is an intangible asset of an enterprise, a banner to the outside and a centripetal force to the inside.

In order to build Conch Clothing into a "big family" of employees, successive business leaders have worked hard to seek benefits for employees, do practical things, let employees participate in the democratic management of enterprises and enjoy the fruits of enterprise development.

In order to build and promote brand culture, Conch Clothing has been paying attention to carefully cultivating brand culture since the birth of "Green Leaf" and "Conch", and injecting this unique brand culture into the business management activities of enterprises, and promoting corporate culture innovation, concept innovation, management innovation, mechanism innovation and technological innovation through brand operation, thus leading enterprises to develop continuously.