Yulin Fumian District: The Brand Of "Chinese Trousers All"

Hua Cai T stage, world famous model, Liying neon... Just like the stage of international fashion week. This year Fumian Clothing Culture Festival There are nearly 20 thousand businessmen from Indonesia, Thailand and other ASEAN countries and countries to visit and discuss business negotiations. Fu Mian is attracting more and more attention in the world.

Recently, Fumian district has launched the "China Fu Mian clothing brand development strategy plan" (hereinafter referred to as "planning") to create the largest trousers distribution center in the country, and form a reasonable matching industry. Trousers industry cluster Will " Fumian and Chinese trousers "Brand to the world.

Brand embodies deeper connotation

The brand was once an imprint of fu man.

At first, a garment factory in Fumian district not only has its own brand image shop, but also opened chain stores in big cities such as Guangzhou, and gradually started its own brand and declared Guangxi famous brand products. With the support of brand strength, the small business quickly developed into a leading enterprise with an output value of 80 million yuan.

Other clothing factories also quickly follow up, have registered trademark, set up brand. At present, Fumian's clothing enterprises have developed to more than 1300, with nearly 200 trademarks, and 10 leading enterprises with certain brand awareness. The pants produced by Fumian produced their own labels.

This is a big step forward from subcontracting to having our own brand. But the connotation of a brand is more than just labeling itself. Products should be competitive and need to establish the overall image of industrial clusters and accumulate competitive advantages of clusters. Therefore, Fu Mian district should build a cluster brand for the garment industry -- "Fumian China pants".

The blueprint of the Fumian clothing industry has been launched. According to the plan, from 2011 to 2013, Fumian will increase investment attraction, adjust brand communication strategy, build market network in an orderly way, and expand the brand awareness of "Fu Mian China pants all". From 2014 to 2015, Fu Mian district will make great efforts to popularize the brand of "Fumian China trousers" by virtue of the excellent resources of the domestic garment industry, so that the brand will have a wide domestic influence. From 2016 to 2020, Fujian Province will initially build an internationally competitive "Fu Mian China trousers capital" base, becoming the most dynamic denim garment brand city in the Pearl River Delta region and the window for foreign trade in production, marketing and research.

Brand base arises at the historic moment

Dreams need action to support, and brands need the base to carry them.

Today, the project is accelerating construction, and the main axis of the 8 km long urban street and garment industry belt has taken shape. On both sides of the avenue, a number of buildings are scattered, and one modern factory building is uniform. More than 1600 garment enterprises and more than 300 supporting enterprises are scattered here, with 600 thousand production capacity per day and 80 thousand employees. A garment industry chain with garment production as the core, including water washing, computer embroidery, accessories production, marketing and other related industries has been initially formed. {page_break}

The Fumian garment industrial zone, which is being built in a hot way, is actively undertaking industrial spanfer, attracting a large number of large enterprises in Taiwan and Hongkong to settle in the park, and at the same time guiding local clothing enterprises to concentrate on industrial parks. At present, there are nearly 100 enterprises in the garment industrial park.

In addition, Fumian district is actively preparing to build a high-end professional market covering 400 mu, which sells clothing, cloth and accessories. The project is located on both sides of Yufu road in Fuyang District, and is integrated into the Fumian garment industrial area. It plans to invest 600 million yuan to build 180 thousand square meters of clothing, cloth, accessories and ancillary facilities, and build 10000 commercial stalls. It is expected to sell 90 million pieces of clothing annually, with annual sales of more than 20 billion yuan.

The huge brand base of "Fumian China trousers capital" is first outlined, covering an area of about 11.74 square kilometers, showing the layout of "one heart, three districts". Among them, "one heart" represents the international garment trade city, and the three zone is the clothing production and sales area, the garment accessories production area and the clothing machinery production area.

Brand practices the market "sharp weapon"

Of course, brand needs more market hardening.

A garment company with an annual output of millions of trousers in Shahe has wholesales stalls in Shahe, Guangdong, where domestic sales account for 80% of the total sales volume, and 20% of the sales volume comes from orders from foreign trade agents. The products are mainly exported to countries such as the US, the Middle East and other countries.

At present, Fumian District, like garment enterprises, is constantly improving its marketing network, but it still belongs to the "single fight" state, and it is difficult to form a strong "offensive" against the market. In view of this situation, Fu Mian district will set up a garment brand development strategy promotion committee and Fu Mian Clothing Brand Development Corporation in planning.

Through these two organizations, the brand radiates from the domestic two or three line clothing market to the main domestic clothing market and the international clothing important distribution center, thus making the brand of "Fumian China trousers" the most powerful booster of product sales, reaching the final goal of 250 million annual sales volume.

Profits are often reflected in products with high added value. In the past, due to the primary processing links, the local industry chain was incomplete, and the production of each pair of trousers by Fu Min company was only 3 or 4 yuan. Most of the profits have gone into the pockets of overseas distributors and domestic distributors. In an interview with reporters, reporters learned that, even now, they own their own brands, the wholesale price of trousers is about 30 yuan, and the profit is not high. Next, with the deepening of the brand of "Fumian China pants", the Fumian district will also guide enterprises to develop the trousers manufacturing industry with high added value, so that the average wholesale price of clothing will exceed 60 yuan per piece.