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开尔(KAIER)品牌的涵意：一切为你精心设计、一切为你精工制作。来表达开尔以消费者为中心的经营理念。随着十余载风风雨雨的发展与变迁，开尔(KAIER)品牌的内涵也从最初的"一切为你精心设计、一切为你精工制作"，延伸至更为丰富的层面，开尔人将它归纳为"品质"、"目标"、"价位"、"形象"、"服务"。开尔人认为这是通往成功所不可或缺的五个关键要素。这一思想，现在已成为开尔服饰信奉的经营理念。无疑也为怀有远大追求的成功者绘制了一幅更为清晰的事业版图。

正是因为怀抱这一经营理念，1993年产品投放市场，即受到消费者的热烈反响，并迅速打开市场。1994年开尔单品衬衫销售达到300万件;1995年中国服装协会第一次推选中国衬衫名牌，开尔衬衫以质量评比第三名，综合评比第五名的好成绩，被行业专家评为国内最具竞争力的品牌，同时获得了“中国精品衬衫”第一名的殊荣;1998年开尔将发展方向从单品衬衫向服饰延伸。遵循着有品质才有竞争力的理念和服装市场特有的季节属性，进行发展。假如一味借助他人的生产线贴牌发展服饰系列很容易造成质量难以把控的状况，所以开尔意识到必须自己拥有成规模的生产线，这样不仅能满足灵活小批量的试产，而当市场反映良好大量加单的时候，也能保证服装生产的质量。1999年“开尔”投资600多万美元从德国、意大利引进精密缝纫设备、杜刻普整烫定型设备、服装CAD系统，成立了西装、西裤厂。生产管理率先通过ISO9002质量体系认证和GB/T2660-1999产品质量认证，“开尔”品牌连续七年被中国服装协会评为双百强企业。随着企业与国际市场的广泛合作，2001年“开尔”进入英国市场，受到对品质精益求精的英国消费者的热烈欢迎。2002年“开尔”进入俄罗斯、西班牙市场，业务范围从中国逐渐向欧美国家延伸。软硬件的强化和国际贸易间的合作使开尔技术设备同步于当今世界制衣的最高水准。“开尔”被国家质检总局确定为中国驰名商标。以品质取胜成了开尔的冲击市场的法宝。至2008年开尔工业园区已具有年产衬衫500万件，西服30万套和其他服饰1200万件(套)的能力。传承创新，“开尔”服饰再赢佳绩;2009年销售收入突破6.7亿元，创利税5千余万元。

作为商务休闲男装品牌，开尔生产经历了从“来料加工”到自有品牌的过程，市场渠道战略模式也从“大流通渠道”向“特许加盟专卖店”转移。2005年开尔请来著名的品牌策划机构进行品牌核心价值的提炼，“蜕变的力量”开尔品牌的再次升华过程。新创意使开尔的发展有了新的动力和方向。开尔在品牌塑造方面，着重突出活力、品位、轻松、值得信赖的风格，为自信、乐观、个性的人士提供了一个良好的展现平台。在设计中，开尔将“蜕变的力量”这一品牌内涵融合进了服装当中，宣扬一种男人应该具备的价值观——积极、乐观、自我超越的精神;也将这种积极的理念通过市场传送给每一位消费者。设计开发上开尔为获取最新信息，加大产品开发力度，使服装兼容本土的文化特色，汲取欧美、韩国、日本等国的服装潮流设计精华，满足不同区域消费者的需求，开尔服饰分别在上海、香港、杭州设立了产品研发中心、信息中心、企划中心。并同海外知名学院开展了多重合作、每年派人员赴意大利、日本等国家和地区进行学习考察，调查了解国际服装市场行情，开发出更多、更新的产品来满足消费者的要求。在新的纪元里“开尔”还将不断进取，勇于创新，在全球经济一体化的浪潮中，向着更高的目标迈进!

英文翻译：The meaning of Kaier brand: everything is carefully designed for you, and everything is exquisitely made for you. To express Kaier's consumer centric business philosophy. With the development and changes of more than ten years, the connotation of Kaier brand has also extended from the original "everything is carefully designed for you, everything is precisely made for you", to a richer level. Kaier people summarize it as "quality", "target", "price", "image" and "service". The kaiers see this as five key elements that are essential to success. This idea has now become the management idea that Kaier believes in. Undoubtedly, it also draws a clearer career map for the successful people with lofty pursuit. It is precisely because of this business philosophy that the product was put on the market in 1993, which was warmly responded by consumers and quickly opened up the market. In 1994, the sales of Kaier single shirt reached 3 million pieces; in 1995, the China Garment Association first selected the famous brand of Chinese shirt, Kaier shirt ranked third in quality evaluation and fifth in comprehensive evaluation, and was rated as the most competitive brand in China by industry experts, and won the first prize of "China top quality shirt"; In 1998, Kaier extended its development direction from single shirt to clothing. Follow the concept of quality to be competitive and the unique seasonal attribute of clothing market to develop. If we use other people's production line to stick the brand to develop the clothing series, it is easy to cause the situation that the quality is difficult to control, so Kaier realizes that we must have a large-scale production line, which can not only meet the flexible small batch trial production, but also ensure the quality of clothing production when the market reflects a good large number of orders. In 1999, "Kaier" invested more than 6 million US dollars to introduce precision sewing equipment, durkheip ironing and styling equipment and clothing CAD system from Germany and Italy, and established a suit and trousers factory. Production management took the lead in passing ISO9002 quality system certification and GB / t2660-1999 product quality certification, and "Kaier" brand has been rated as one of the top 100 enterprises by China Garment Association for seven consecutive years. With the extensive cooperation between the enterprise and the international market, "Kaier" entered the British market in 2001 and was warmly welcomed by the British consumers who were striving for better quality. In 2002, "Kaier" entered the Russian and Spanish markets, and its business scope gradually extended from China to the European and American countries. The strengthening of software and hardware and the cooperation between international trade make the technology and equipment of Kaier keep pace with the highest level of garment making in the world. "Kaier" has been identified as a well-known trademark of China by the AQSIQ. To win with quality has become the magic weapon of Kaier's impact on the market. By 2008, Kaier Industrial Park has an annual output of 5 million shirts, 300000 suits and 12 million other suits. In 2009, the sales revenue exceeded 67000000 yuan and the income tax was more than 50000 yuan. As a business leisure men's wear brand, Kaier production has experienced the process from "processing with supplied materials" to its own brand, and the strategic mode of market channel has also shifted from "big circulation channel" to "franchised franchise store". In 2005, Kaier invited a famous brand planning organization to refine the core value of the brand, and the process of re sublimation of "the power of transformation" Kaier brand. New ideas have given a new impetus and direction to the development of Kiel. In terms of brand building, Kaier focuses on the vitality, taste, relaxed and trustworthy style, which provides a good platform for self-confident, optimistic and personalized people. In the design, Kaier integrates the brand connotation of "the power of transformation" into the clothing, and promotes a kind of values that men should have - the spirit of being positive, optimistic and self transcendent; and also transmits this positive concept to every consumer through the market. In order to get the latest information and increase the intensity of product development, the design and development of costal made the costumes compatible with the local cultural characteristics, and absorbed the fashion design essentials of Europe, America, Korea and Japan to meet the needs of consumers in different regions. Kerr garments set up product development centers, information centers and planning centers in Shanghai, Hongkong and Hangzhou respectively. In addition, we have carried out multiple cooperation with overseas well-known colleges, sent personnel to Italy, Japan and other countries and regions to study and investigate the international clothing market, and developed more and updated products to meet the requirements of consumers. In the new era, "Kaier" will continue to forge ahead, dare to innovate, in the wave of global economic integration, towards a higher goal!

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