本案例由江南大学商学院的王丽娟教授团队撰写，江南大学商学院案例中心研究员陶瑞全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：无锡竹林制衣有限公司是一家专业生产男女西服、西裤、茄克、童装的针织服装制造公司。无锡竹林制衣紧跟时代发展潮流，不断艰苦奋斗，始终坚持诚信和让利于客户，坚持用服务打动客户，成立二十多年以来，在众多的服装企业中占据一席之地，逐步建立了自己的服装品牌，连续多年实现销售收入及利润的增长。但是，随着消费者对服装需求的变化、外部宏观经济环境复杂多变以及产业技术的发展，企业的经营发展遇到了瓶颈，资金压力、成本上升和产业升级都成为了无锡竹林制衣面临的迫切需要解决的问题。无锡竹林制衣的发展之路该何去何从，企业能否在日益加剧的市场竞争环境下保持原有的盈利增长状态，并不断提高在行业的市场地位，实现自有品牌的进一步发展，是经营者必须解决的问题。

关键词：品牌建设；销售模式；精益管理；产业升级

Wuxi Zhulin Clothing Manufacturing Co., Ltd.： Challenges And Opportunities Go Hand In Hand

Abstract: Wuxi Zhulin Clothing Manufacturing Co., Ltd. is a knitting garment manufacturing company specializing in the production of men's and women's suits, trousers, jackets and children's clothes. Wuxi Zhulin follows the development trend of the times, continues to struggle hard, always adheres to integrity and benefits customers, and adheres to moving customers with service. Since its establishment more than 20 years ago, it has occupied a position among many garment enterprises, gradually established its own garment brand, and realized the growth of sales revenue and profit for many years. However, with the change of consumer demand for clothing, the development of external macro-economy and industrial technology, the economic development of enterprises has encountered bottlenecks, capital pressure, rising costs, and industrial upgrading have become urgent problems that Wuxi Zhulin industry faces. Where should the development of Wuxi Zhulin industry go, and whether the enterprise can maintain its original profit growth status in the increasingly fierce market competition environment, continuously improve its market position in the industry, and realize the further development of its own brand are issues that must be solved by operators.

Keywords: Brand Building; Sales Mode; Lean Management; Industrial Upgrading