Shoes And Clothing Enterprises Transformation And Upgrading

　　 Guangdong to solve problems and accelerate transformation of economic development mode in Pearl River Delta sample survey

Today's sample and Dongguan professional market: as a gathering place for sales, the specialized market is the place where manufacturing capital becomes a place of income, and it is also a distributing center for all kinds of information and an information hub. Various professional markets in Dongguan are developed, varying in scale and form.

Dongguan's professional market can be traced back to 1993, and the Humen town Fumin fashion city was born. The original processing enterprises poured into the test of water independent brand marketing, creating a miracle in the history of Dongguan's industrial development. Up to now, Humen has more than 2000 garment enterprises, including 1 well-known trademarks in China, 3 famous brand products in China, 12 national inspection free products, 16 famous trademarks in Guangdong, 11 famous brand products in Guangdong, and all indicators are far ahead of Dongguan. Humen garment industry has become the only mature brand industry in Dongguan besides furniture.

According to the data of Dongguan Economic Information Bureau, as of the end of April 2008, Dongguan has opened 151 professional markets, 11 in construction and no opening market, covering more than 20 industries, such as clothing, IT, light textile, agricultural and sideline products, hardware mechanical mould, food, furniture and so on. Driven by the professional market, the total sales volume of the wholesale and retail industry in 2009 increased by 14.7% over the same period last year, which has become an important driving force for GDP. In the three industrial structure, the proportion of the third industries increased by 5.6 percentage points over the same period last year, and the total scale of the third industries exceeds the second industry in the history of Dongguan.

Because of the important role of the professional market in upgrading the industry, Dongguan also needs to have a complete set of specialized markets and a more complete industrial chain when identifying industrial clusters.

In 2009, Dongguan began to explore the "factory direct selling center" mode, trying to use financial funds to support the professional market, so that Dongguan enterprises can explore the market here and take the road of brand marketing. Up to now, Dongguan has identified 4 direct selling centers.

In order to transform Dongguan's large manufacturing enterprises, we must have a platform to act as touchstone. Only by contacting the market can enterprises know how to deal with the storm and wind, and then it is possible to get rid of the original mode. This platform is a professional market.

17 years ago, Lin Zexu, a famous town in Humen, which was famous for selling cigarettes, developed a rich fashion city in Dongguan. Since then, there are no more than second rich people in Dongguan until the financial crisis has forced the emergence of a new professional market. With the promotion of private capital and the guidance of the government, the specialized market of Dongguan has risen to a great height, and the enterprises' "going to sea by boat" has spread to all walks of life.

In the 14 year, after two years of "Myanma fashion city", the myth of "good luck mode" was established in Dongguan.

18 years ago, Chaoshan, a 20 year old boy, left his hometown and took his bag to Dongguan alone. He never dreamed of becoming a boss himself in the future. He never imagined that he would become a promoter of the transformation and upgrading of the footwear industry in Dongguan.

At that time, he bought the broken pieces from the shoe factories of Houjie town every day, concentrated on the rental housing in Nancheng, and sold them to the watchman factory in Chaozhou through acquaintances. This seemingly small business has made Zhuo Mu HSI a fast start. After 7 years, he has opened more than 30 stalls across the country, specializing in the sale of leather.

Zhuo Mu Xia, a busy little "Grandpa", did not pay attention to a news: in the second year when he came to Dongguan, that is, in 1993, Humen town of Dongguan opened a fashion city for enriching people. The contrast between the huge buildings and the scattered businesses can not attract his eyeballs. Unexpectedly, 3 years later, the fashion city of Fumin has already been earthshaking. Today, a small berth of less than 10 square meters, the monthly rent will be more than 100 thousand yuan. Many owners who worry about their berths have become millionaires nowadays.

The shop of Fu Min fashion city is not fried. In the busy and messy mall, the Humen clothing enterprises, originally subcontracting, began selling their own clothes, trying to earn a higher profit than the foundry. In this trial, dozens of famous brands such as "YISHION" and "pine Hawk" have been tried out. Making independent brands has become the consensus of Dongguan's clothing industry. Today, the clothing industry is one of the few industries that Dongguan's industrial chain is complete, and the rich people have become a myth in Dongguan's industrial transformation and upgrading. However, after more than ten years, Dongguan has never seen second rich people. In 2006, when Zhuoki O had turned himself into a boss, he did not reproduce the myth of myth.

However, opportunities still come. At that time, manufacturing industry in Dongguan was at its peak, and its prosperity was eroding. In Zhuo Mu Xiu, who had broken the skin, Houjie village in Houjie Town, 6 factories were vacated. These labor-intensive enterprises that originally produced hardware, ceramics and shoe materials collapsed, and the villagers were tired of the roaring noise and unwilling to introduce industries again, hoping to turn them into shops. Zhuo Mu hung took a fancy to this place. "I sold all the stalls, and began to prepare the Hongyun shoe material square. I had no other idea at that time. I was familiar with this professional market and had money to do it. Zhuo Mu Hung's idea was that he had been mixed up in Dongguan for so many years. There were many friends in the industry. Later, when officials at all levels visited frequently, they called the practice of laoxia village and Zhuo Mu Xiu called "retreating the two into three." Because Zhuoki O's market was named "Hongyun", a new term "Hongyun mode" was born.

In the financial crisis, the shoe industry was forced to embark on the road of marketing, and the shoe market became a test site. In 2008, Zhuoki O's Hongyun shoe material Plaza was just built, and it entered the same miserable situation when it opened up with the fashion city of Fumin. What makes him even more depressed is that he has to face the global financial crisis. The miserable situation of investment has left him still feeling: "who would dare to rent a shop to do business under the financial crisis?" I was not living at that time. Half of the money has been wasted, and the rent is far from the daily expenses. Zhuo Mu hung did not hide the reason why he could stick to it. That is "courage and good face. You can throw your life into the good fortune!"

At this time, the shoe industry of Dongguan is pregnant with subtle changes. In the same year, Humen clothing enterprises poured into the fashion city of rich people to pursue more profits. Today, the footwear industry in Dongguan must find new ways to survive. Foreign orders no longer come to purchase, or even have been produced, would rather compensate for liquidated damages and refuse to take delivery. What about the backlog of shoes? Should the production line continue to run? What about the wages of the workers? Originally, as long as the owners of the shoe factories that were producing the products were unable to do anything, they had to put aside their faces and look for stalls to sell their shoes. Wholesale and retail.

From the outbreak of the financial crisis to the first half of 2009, the 1 square kilometers of Houjie village in Houjie Town sprang up two hundred or three hundred shoe stores. The footwear industry in Dongguan has been exported for a long time with low added value, but high quality and low price have attracted buyers from all over the country to go to the thick street, and business is also very hot. Located in the village of laoxia village, the location of Hongyun shoe material square, which is not a good location, has also become the target of shoe manufacturers. It was originally planned to sell shoes material Plaza with shoe material as the main material, so it expanded its connotation and changed its name to "Hongyun shoe material shoe Plaza".

Zhuo Mu chose the right industry and hit the right time. Dongguan produces about 1 billion 500 million pairs of shoes each year, accounting for 1/10 of the global total, with huge manufacturing links and no lack of R & D capability. The only missing part is the last marketing segment. Under the pressure of the financial crisis, Dongguan shoe enterprises have to embark on the road of marketing, and the shoe market has become the place for them to test the water. Just like the rich people's fashion city, such a place is bound to be mixed up, but it can try to marketing and even incubate the brand base.

Zhuo Mu hung may not have promoted the consciousness of industrial transformation and upgrading so high, but he played such a role inadvertently. His luck is more than that. In August 12, 2009, Wang Yang, Secretary of the Guangdong provincial Party committee, came to Hongyun and praised him so much that he became popular. On that day, Zhuoki O assured Wang Yang that he would make the market more famous and had the opportunity to ask the Secretary for help. He hoped that Hongyun could get more support from the government. Wang promised him readily. At the same time, Dongguan is also brewing a support measure.

Private capital plays the leading role in Humen: Fashion City, Houjie shoe industry Plaza, Changan building decoration Center, Nancheng Toy Center.

The government's support measures are not the product of whim.

In such a large proportion of small and medium-sized enterprises such as Dongguan, or even "see the stars without the moon", there is no panacea for all kinds of small and medium enterprises to take the road of transformation and upgrading unless they are given the opportunity to experience the market, so that they can accept the baptism of the market.

Because of this, the specialized market closely related to the manufacturing industries in Dongguan has become a platform for transformation and upgrading of enterprises, and has become a "sweet potato" coveted by private capital under the financial crisis.

At the time of Zhuo Mu Hung's torment, the world shoe industry (Asia) headquarters, which covers an area of 150 thousand square meters, began construction in September 2008. After completion, it will open all links of R & D, display, marketing and other industrial chains, and become the world's largest integrated service base for shoe industry. Almost at the same time, several new markets are also rising around. The original shoe material market plans to expand capacity and add the contents of finished shoes.

Shoe industry is not the only case. Similar to Houjie shoe industry and Humen clothing, Changan town adjacent to Humen also has its own characteristic industry, that is, hardware mold. At present, more than 400 of the more than 1300 foreign-funded enterprises in Changan are engaged in hardware molds, and more than 600 of the more than 1000 private enterprises focus on the production and sales of this industry, with an annual output value of 15 billion yuan.

In 2009, under the influence of the financial crisis, the manufacturing industry of Changan town was seriously frustrated, and the GDP growth rate was only 3.1%, which was lower than the average level of the whole city. The result is that the hardware mold and electronic information industry in Changan rely heavily on OEM export, and there is no mature business atmosphere behind the high output value. In the long run, Humen Town, which contends with the town of Changan, relies on the clothing industry that has long been engaged in domestic and marketing branding, as well as the mature commerce and trade industry such as fuming fashion city, which is less affected by the financial crisis. The GDP growth rate has reached 13.8%.

Faced with such a sharp contrast, Changan town is not willing to make their own rich people's myth. In April 26, 2009, Changan town rose a "Zhongyuan City jewelry trading center", with a total investment of 1 billion 600 million yuan, with a total construction area of 560 thousand square meters and more than 13000 shops. "In the past, enterprises in Changan were mainly export oriented, and the sales mode was simply production. There was basically no channel construction. What we need to do is to change the sales mode for enterprises, establish sales channels, provide incubators for brand building, and realize the transformation and upgrading of industries. Che Chenfeng, special assistant to Chairman of Zhongyuan City, said.

In the toy industry, Dongguan dragon toy industry, a hit hard hit by the financial crisis, announced that China's marketing center was set up in early 2009 to enter the domestic market. At the same time, Long Chang International has a piece of land in Nancheng, Dongguan. They plan to build the Dongguan international brand toy gift trading center to fill the gap of Dongguan's no toy wholesale market, and provide a platform for themselves and their peers to enter the domestic market and carry out their own brand marketing.

In the furniture industry, at the twenty-second famous furniture exhibition in 2009, the exhibition cost 20 million, transforming the 2 exhibition hall of Guangdong modern international exhibition center into a professional home decoration Museum, and set up a brand name "famous furniture and Jane Eyre home decoration Center" on the periphery. This is also the first home decoration professional market in Dongguan, which fills the "most beautiful link" in the Dongguan furniture industry chain, and provides a platform for brand marketing for Dongguan home accessories industry.

The government's guiding posture "direct sales center" not only sells "made in Dongguan", but also encourages the enterprises to develop the platform for domestic sales.

The influx of private capital made Dongguan suddenly become a hot spot for investment in the professional market under the financial crisis. At this time, the figure of the government is not absent. They appear in a guiding manner.

In August 2009, Zhuo Mu hung, owner of Hongyun shoe material and shoe Plaza, welcomed the Dongguan economic and Trade Bureau (now reorganized as Dongguan economic and Information Bureau), so as to know the government's plan. The Dongguan Municipal Economic and Trade Bureau held a live conference in his market, announcing their plans and consulting the participants. A new term is placed in front of Zhuo Mu hung, called "Dongguan factory direct selling center".

In the interpretation of the trade and Economic Cooperation Bureau, the "Dongguan factory direct selling center" is a unique professional market. It provides special venues for the sale of Dongguan products by Dongguan factories. It has the functions of display, wholesale, retail and trade. It provides a one-stop service from factories to sales, reduces the intermediate links of commodity circulation, and reduces the cost of procurement and sales. It is not only a convenient and effective public trading platform, but also an exploration and attempt to help enterprises develop the market.

Its special feature is not only that it is a "Dongguan made" sales place, but also more importantly behind: the Dongguan factory that enters the direct selling center enjoys a 2 year rent free period, and the direct selling center has invested at least 2 million yuan each year for promotion. The support given by the Dongguan government is: the maximum subsidy is 5 million per year.

3 months later, in November 11, 2009, the Dongguan municipal government issued the "Dongguan factory direct selling center implementation plan" and the "Dongguan factory direct selling center identification management measures". "Dongguan factory direct selling center" as the original Dongguan encourages the enterprise to expand the domestic sales new policy, officially entered the public view.

Zhuo Mu hung began collecting materials and applied to identify his Hongyun shoe material Plaza as "Dongguan factory direct selling center". In January 7th this year, the Dongguan Municipal Bureau of letters announced that the list of the first 4 direct selling centers has been confirmed, namely, the new Southern China MALL Dongguan factory direct sale center located in Wanjiang, the Zhongyuan City Chinese jewelry trading center located in Changan Town, the Dalang International Knitting Trade Center located in Dalang Town, and the Beijing Kowloon toy city in Changping town. Because of all sorts of reasons, the popular hot shoe material shoe Plaza was hit.

The "Dongguan factory outlet center" has received more resources support. Zhongyuan city has been listed as a key business item in the transformation and upgrading of Changan town. Changan town has given strong support, specially issued the "Zhongyuan Hardware Commodity City Co., Ltd. and its operators support and reward scheme", stipulating that in the three years to March 2012, the reward amount of the Zhongyuan city company and its various business operators is equal to the amount of tax revenue returned to the town in the current tax amount. During the two years from April 2012 to March 2014, the award amount of the Zhongyuan city company and its operators was equal to 50% of the amount of the town tax revenue allocated to the town in the current tax amount.

The two level of town is favored by the professional market, because this market is not the general third industry, but is closely related to the manufacturing industry in Dongguan. The energy it contains can not play a role in changing the mode of economic growth, nor is it comparable to general social services such as restaurants and hotels.

"If we do not transform, do not change the mode of production, and rely more on exports, the more we produce, the more we will lose." Jiang Lin, director of the Department of Finance and taxation of South of the Five Ridges College of Zhongshan University, believes that if the direct selling center is planned and operated smoothly, it is a good thing for Dongguan's industrial transformation.

Some people came here trying to get out of the curse of the foundry and start their own brand marketing.

Despite the strong support of the government, the objective of the direct selling center is not as good as some of the specialized markets that have not been supported by the government. Nandu journalists visited Dongguan's 4 direct selling centers in mid May and found that the various direct selling centers did not start smoothly. Zhongyuan City factory direct selling center is facing the embarrassment of "8 enterprises do not know what the direct selling center is". Investment is blocked, and the official opening period is difficult to determine; the Southern China MALL direct selling center is also somewhat deserted, and some shops haven't sold a commodity for several days; the sales center of Changping Jing Kowloon toy factory is in a cold business; and the direct investment center of the big Mao weaving factory has encountered many problems, and many enterprises do not buy it.

This may be related to the beginning of the direct selling center, which may be related to the status quo of Dongguan's industry, and maybe not related to the promotion and promotion of the direct selling center. Although not very fast, some people came here to try to get out of the magic of the foundry and start their own brand marketing.

Lai Dayang is such a person. He owns a shoe material company in Wanjiang, Dongguan, which specializes in processing high-tech insoles for overseas customers. In the process of foundry, he always wondered: who sold these things to foreigners? When asked, it turned out that foreign businessmen had turned their products around and shipped them back to the country to sell them, and the prices were surprisingly high. The huge price difference shocked Lai Dayang. Just in time of financial crisis, his factory was somewhat blocked on exports, so he moved his own idea of making brand and doing the domestic market.

After MALL was identified as "Dongguan factory direct selling center" in Southern China, Lai Dayang took the opportunity to rent a pavement beside the Wanda movie city of Southern China, named "treasure foot hall" in Southern China. The name sounds like a foot bath. Actually, it is a private shoe store. What he did was the high-tech insoles, the product of which he once worked. Customers need to measure their feet in the store and customize the insoles according to the customer's foot type and demand. The price ranges from tens of dollars to thousands of dollars. This is much more than the profit he made for the foundry.

In the factory outlet center, Lai Dayang's goal is very clear, he does not expect to eat big fat. "I opened this store as an attempt. Try every way and find out the market first. " Lai Dayang said. Like Lai Dayang, many Dongguan enterprises have very good products, but because they do not know enough about the market, they dare not break away from the OEM. Only by taking the steps of the trial and after the baptism of the market can they really achieve transformation and upgrading.