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In the eyes of costumes, the wholesale market of clothing is often the place to earn the first pot of gold in the past.

The wholesale market of Guangdong clothing represented by Guangzhou accounted for 1/3 share of the whole country.

Among them, the Guangzhou Liuhua business circle, which is famous for its clothing wholesale, has more than 5 times the rent of Guangzhou landmark, CITIC Plaza.

As the leader of Liuhua business circle, every move of the white horse wholesale market is regarded as the weathervane of the industry.

Yesterday, Nandu journalists from "2010 China Liuhua international"

Reporter survey found that, in addition to white horse, Xintang Cowboy City, red cotton, thirteen lines and other professional markets in Guangzhou are also involved in the field of electronic commerce.

Although compared with the large scale professional market in Guangzhou, the number of enterprises currently in the network is limited. However, analysts believe that the pformation of the traditional channel operation mode may pform the wholesale market platform dominated by "production" before the professional market into a large procurement platform dominated by the "market".

Enlightenment from "Pacific computer network"

along with

The white horse takes advantage of its strength.

In fact, as early as 1998, the company set up the official website of the white horse baim a.com. At that time, its click through rate was the highest in the national professional market. Many overseas Chinese knew about the Chinese clothing market, but at that time, the main function of the website was to make official website and publish information.

The function of Electronic Commerce started after the revision and upgrading in November 2008.

Cheng Jiuzhou, general manager of Guangzhou white hair clothing market limited, told reporters in Nandu that at that time, he had led the team to visit the Alibaba in Hangzhou, but in the end, the Pacific computer network gave them great inspiration. "The Pacific computer network is very similar to our development path. It originated from a computer professional market, then evolved into a computer website, and finally listed in Hongkong."

The Pacific computer network opened another window for the white horse.

It has been revealed that nearly 1000 famous brands in the market have joined the website, nearly 50 thousand registered members, more than 20 thousand IP traffic per day, 200 thousand click traffic and 50 times traffic growth, and the growth rate of website traffic is among the first in the industry.

The effective grafting of e-commerce platform and traditional professional market will not only make the visible market infinitely wide, but also allow the traditional garment industry to have access to more market segments, find and master new channels, and make new breakthroughs in brand building.

The first batch of "white crab" eating tenants told reporters that after the Internet, the company's brand was more likely to be found by target customers from all over the country and brought about substantial growth in sales.

No process Jiuzhou also said, because clothing is not like.

Inside and outside the market structure

In fact, there is no doubt that the business mode of Guangzhou's professional market that has passed the millennium is imperative.

The head of the Guangdong Apparel Association said that the financial crisis has caused a great impact on China's clothing export market, and many enterprises are turning around to try to divide up the cake in the domestic market.

As for the brand merchants who originally sold the domestic market, the market competition is becoming more and more serious.

Previously, wholesale oriented enterprises are facing the same mode of wholesale and terminal sales, but for the two tier market operators, the "scattered batch sale" has become increasingly difficult to adapt to the tastes of today's consumers. How to choose the most promising sales brand from a large number of clothing brands is the primary problem that needs to be solved urgently.

The pattern of the clothing market is also changing.

"10 years ago, the first class clothing wholesale market in China was mainly from Guangzhou to Hangzhou. The two locates in the Yangtze River Delta and the Pearl River Delta are two major garment bases, and there is a cluster of industrial chain resources behind them."

Cheng Jiuzhou said, but in recent five years, the professional market has sprung up all over the country, and the trend is quite frightening.

According to the investigation and analysis of the official website of the market, nearly two thousand years of China's nearly five garment markets accounted for 70% of the total volume of the garment market, accounting for 85% of the total area of the garment market.

"We made statistics last year. There are fifty million square meters of clothing market in the whole country. The professional market area of Guangzhou Liuhua business circle has doubled to about 600000 square meters from the previous 300 thousand square meters.

However, the market size of Guangdong is small, with an average of 50 thousand -6 square meters per market, while the total area of Beijing Bai Rong world trade reaches 700 thousand square meters, while the Liaoning Xi Liu professional market covers an area of 1 million square meters, and a market is larger than that of a Guangzhou business circle.

"After the financial crisis, some factories moved significantly.

Previously, the clothing market in the mainland may lack the soil for growth, but once the factory is in the background, their soil will be better than before.

Cheng Jiuzhou said, at present, the whole environment of the clothing specialized market is similar to the old wholesale market represented by white horse.

According to statistics, by the financial crisis, there were 157 professional markets in Guangzhou last year, more than 100 million yuan, 5 more than the year before, and the turnover was 180 billion 900 million yuan, up only 4.5% from the same period last year.

From last year's professional market to the year-on-year increase in turnover, last year's performance was significantly worse than in previous years.

From "wholesale clothing" to "purchasing garments"

Although the leading edge in the industry is obvious, the white horse can not help but prepare for the rainy day.

In addition to e-commerce, the idea of a large procurement platform is beginning to take shape.

"China's garment industry is the basis for the formation and development of the clothing producing market.

From Humen women's wear, Shishi menswear and Pu Yuan sweater to Shaxi casual wear, weaving children's wear and Puning shirts, industrial cluster promotes the market of origin type, which has gone through the stage of "production looking for market stage" and "industry supporting market stage".

Hu Baogang, chairman of market experts committee of China Garment Association and chairman of Beijing China League Creative Management Consultants Co., Ltd. believes that the radiation of the clothing producing market has led to the prosperity of China's distributed clothing market. From Beijing Dahongmen, Hangzhou Sijiqing, Wuhan Hanzheng Street to Zhengzhou 27, Zhuzhou, Lu Song and Shenyang five love, the regional business circle has accelerated the pace of the distributed market entering into the interaction between industry and market.

The synchronous upgrading of garment industry and garment market and the extension of brand business circle and brand market have formed a typical chain of Chinese clothing industry.

However, because the background of the professional market operators is mostly real estate developers, although the vacancy rate of the new garment market in some business circles is very high, and the degree of investment in South China is very large, the operation mode still stays in the single "sales real estate", the sub leasing booth and the traditional batch market mode of the agent commodity. This "old bottle new wine" approach makes the professional market lack of guidance to the industry.

The white horse is trying to reverse this situation.

"At the beginning of this year, we launched the strategy of" going out in the first half of the year and bringing in in the second half ". Cheng Jiuzhou said that in March this year, he personally led the team to join the more than 30 high-quality clothing brands of the white horse, such as the famous blue family, Bedana, and Gao Nao, and more than 120 garment enterprises representatives, and thousands of new clothing products to Zhengzhou and Beijing. They were directly butted with 3000 Central Plains, North China distributors and purchasers, and signed a strategic cooperation agreement with Zhengzhou World Trade Plaza and Beijing Tianya clothing building.

It is reported that more than 30 businesses involved in this activity received more than 500 letters of intent to join the agency.

In addition, the fourth white horse clothing procurement Festival, which began in 2007, is "attracting the buyers from all over the country" in Guangzhou.

We have only one purpose, that is, the buyer. "

Cheng Jiuzhou said.

If we regard the clothing market as a platform, it is more often the clothing companies that use the "wholesale" clothing of the clothing market, and now more clothing buyers are buying clothes through the clothing market channel.

The "matching" of the procurement system, from "wholesale drive" to "procurement driven", is more about how to use the "buyer system" to promote the integration and matching between buyers and wholesalers, so that the terminal can be readily accessible.

Hu Baogang said that the clothing market from "wholesale" to "procurement" is actually the pformation process from "production" to "market".

Data {page_break}

The white horse clothing market was established in October 1991. It is a spot wholesale center for medium and high grade garments, a clothing brand chain center and a fashion trend exhibition and Exhibition Center, with an annual turnover of about 3000000000 Yuan.

Over the past ten years, a large number of wholesale clothing markets have been built around the white horse building along the street. It has developed into the largest scale and highest volume of wholesale clothing trade in China.

There were more than 20 thousand merchants and more than 50 thousand employees, and the average daily clothing volume from the region to more than 50 yuan was more than ten billion.

market

Professional market growth slowed last year

Affected by the financial crisis, there were 157 professional markets in Guangzhou over 100 million yuan last year, 5 more than the previous year, with a turnover of 180 billion 900 million yuan, an increase of only 4.5% over the previous year.

Compared with previous years, the number of new businesses and turnover increased in the professional market.

According to the data of the official website of the market, nearly 2000 years of China's nearly five types of clothing market, the number of new (including pformation) clothing market accounted for 70% of the total, accounting for 85% of the total area of the clothing market.

Industry perspective

Huang Wenjie, chairman of Guangzhou Chu Rui Commercial Co., Ltd.

Import of China to the traditional wholesale market intensified

The emergence of this new format will further intensify competition.

The price of the outlets is relatively substantial, and it sells some of the factories' tail cargo. Its format is somewhat like shoppingmall. After such a large number of formats, it has already diverted to the consumers of the clothing professional market to a large extent.

The emergence of e-commerce, the change of consumption habits brought about by it is not pferred by human will.

Some of the younger generation's consumer habits tend to shop online. Of course, the standardization of clothing is relatively low, and the impact on the clothing entity market may continue for a longer time. But these tangible and intangible impacts add to the deep environment of the traditional clothing market.