Humen'S Famous Clothing City Is &Nbsp; &Nbsp, Becoming Famous Overnight.

At the very beginning, the most difficult thing to do is to attract buyers.

"We also want a lot of ways, such as going directly to the northern cities such as Dalian and Harbin, with the invitation letter from Humen trade fair, which is distributed free of charge in the big shopping malls of those cities.

There is an enterprise directory at the State Administration of industry and commerce. We copy the list of these enterprises, and tell them according to the address of these garment enterprises by mail. They sent almost 50 thousand mail at that time.

Wang Minjian, Secretary General of the Humen apparel and apparel industry association recalled the difficult situation at that time.

At the invitation of the first Humen trade fair, a foreign-funded enterprise said with disdain: "you have no experience. It is not a material for business at all. We do not need to take part in it."

The people of Humen also accused the government and the association of being "full of nothing to do, wasting taxpayers' money".

However, Humen is still coming out of such a blank.

Because of the great hardship of "seeking the enterprise" and the fear of "running exhibitions", in that year, the desire for success was completely suppressed.

"Do big businesses look down on us?" then we look for small businesses, support them, nurture them, and make them a big business in Humen's clothing industry.

Tan Zhiqiang's words spoke of the original helplessness, but this is the helplessness of the "worst plan" which has made the prosperity of the clothing industry of Humen today.

On the platform of the trade fair, a number of local businesses grew up and came to the exhibition from the beginning with more than ten pieces of clothing.

10 in the past few years, with the help of this broad arena, small businesses have become big businesses, hundreds of thousands of them.

In addition to exhibiting enterprises, the trade fair also invited the world's top talent and top international brands to share with Humen, not only to make them show, but also to "gather" their businesses.

Now we are watching the trade fair again and again, the scale is bigger and bigger, and the exhibition area, exhibition booth and turnover volume have been broken through and surpassed constantly.

The turnover of the fifteenth China (Humen) International Fashion Fair, which was not long ago, has reached 4 billion 600 million, which has doubled compared with the first time.

It is precisely through the one session of the trade fair that Humen's enterprises, markets and even the society have undergone profound changes.

Now, trade fair has become a major festival in Humen every year, almost a popular support trade fair.

The outside world learned about Humen through the trade fair, understood the clothing industry in Humen, and became a member of the Humen trade fair.

More importantly, taking the trade fair to Humen is not only the fulcrum of its fate turning point, but also has become a Zhang Liangli card for promoting Humen.

Biography

Guo Donglin YISHION

Mention of Humen clothing, in any case, is not a person around Guo Donglin, in any case can not go around a brand is YISHION.

In June 1971, Guo Donglin was born in the poor peasant family of a remote mountain village in Zijin County, Heyuan, Guangdong.

The birth of new life did not bring too much joy to the poor family, because for a family who had not yet solved the problem of food and clothing, they had to add a mouthpiece to eat.

At that time, every day, "parents who went on sunrise and sunset" would never think that twenty years later, the baby not only left home but also started alone in Guangzhou.

Before he entered Guangzhou, there was another bumpy episode.

Unwilling to bow to fate, Guo Donglin, who was bent on changing his life through his own hard work, saw that some people in the village had made money by selling wood from the mountains, so he borrowed 4000 yuan from the mountains and borrowed money for the first time in his life.

However, the first attempt was to end with nothing.

In 1991, Guo Donglin, who had only 50 yuan in his pocket, moved to Guangzhou.

A fruit selling boss took him in to help with the fruit stall business.

With diligence and simplicity, he soon won the love and trust of the fruit shop owner.

His life is becoming more stable and his salary is increasing.

However, this is just the beginning of Guo Donglin's wonderful life in the future.

A bold idea has been formed in his mind. After a long market investigation and night school charging, he decided to enter the ranks of the sales force of clothing.

First, he bought some warehouses at the garment factory, then sold them to the clothes stall owner, and he seemed to know what he wanted.

Finally, Guangzhou's mineral spring road, a small stall, Guo Donglin has a booth of his own.

In 1997, Guo Donglin took his 5 years of hard work and accumulated more knowledge and confidence in the clothing industry for more than 5 years. He also took his reputation and reputation established in his colleagues to start his next goal -- to run factories and create brands. This time he chose the location in Humen, which is the "lucky place" for his legendary future.

In the year when the second China (Humen) International Fashion Fair was held, Humen launched the 7 largest brands in Humen from the perspective of fully supporting private enterprises and making enterprises stronger and bigger.

Taking the 11 garments produced by himself, Guo Donglin found the Humen clothing association with a strategic vision of a young entrepreneur, and sincerely expressed his confidence and determination to create a brand.

After that, a large part of the limited funds were used for advertising, and for the first time in the China (Humen) International Fashion Fair, the name "YISHION" appeared in front of the world.

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"YISHION" was born at the beginning of the wholesale road.

At that time, YISHION clothing could be sold at most 70 thousand pieces per day, and could be sent to 2 million pieces a month at most. There were basically over ten million pieces of clothing sold by merchants all over the country.

Even so, the "YISHION" at this time is unheard of by most people.

But two years later, YISHION's stores have reached nearly 2000.

It all stems from Guo Donglin's unique strategy and strategically advantageous strategy. If we want to go further, we must continue to solve problems and take the way of brand monopoly in the way of franchising.

Today, this number has reached 4000, and stores are distributed in 32 provinces and autonomous regions.

At that time, when he was engaged in wholesale as he did, he found that the profit margins were becoming smaller and smaller and he had turned to monopoly and franchising. YISHION had firmly foothold in the national advantageous market.

From 2005, YISHION has stepped up the pace of global brand expansion, and has opened chain stores in Southeast Asian countries such as Malaysia and Singapore.

In 2006, it joined the chain stores in Vietnam, Russia and other places, followed by the Middle East market.

In 2006, for YISHION, good news constantly, in this year YISHION chose the 2006FIFA Germany World Cup the only licensed logo and its mascot logo clothing brand.

According to media reports, during the world cup, YISHION casual wear has set up a single day store selling 400 T-shirts.

After this cooperation with FIFA, YISHION has also undergone an international standard management upgrade, thus accelerating the pace of entering the European, American, Korean and other markets.

Also in the same year, YISHION set up its own independent design studio in London, which was the first time to connect with the fashion in Europe and America.

Since the second half of 2009, every piece of clothing made by YISHION has been purchased from YISHION stores in the whole country only after waiting for a week.

At the same time, every day there are new markets, which can generate more than 50 styles of fashion every day, and more than 2 new models are launched every year.

The "fast women top ten" put on the "YISHION" is a beautiful scenery in the early 2010 Spring outdoor billboards.

To perfect the current fashion and entertainment benchmark perfectly, to achieve a new fashion.

This year, the pace of internationalization of YISHION significantly accelerated, and joint venture with India Upmarket group to jointly expand the India market, YISHION holding 51%.

The joint venture company plans to establish 100 retail outlets including 10 flagship stores in major cities of India before 2012.

Guo Donglin and YISHION embark from Humen, all the way forward, faster and faster and more eye-catching.

Reporter's line of sight

The masterpiece of visible hands

To some extent, Humen can be a famous town in clothing, and even to some extent, it is a masterpiece of the government.

Why did Humen succeed in the clothing industry? This is the result of Humen's development of clothing as a pillar industry.

Humen people believe that big cities such as Guangzhou and Shenzhen can not develop their clothing as their pillar industries, while Humen town can turn the whole town into the development of the garment industry.

Let us comb out the "visible hand" that Humen town government has often extended at every turning point in the history of town clothing development.

From the very beginning, the "foreign goods Street" appeared. The town government had noticed that the spark could start a prairie fire, and decided to unify the scattered stalls in one place, that is, the area of Bajia shopping center and the vicinity of Humen hospital.

The Humen town government has seen that the clothing market is becoming more and more prosperous. At that time, the clothing sales market in China was booming, and the garment enterprises in Hongkong and abroad had to find the way out of garment processing in the mainland of China due to the pressure of industrial upgrading.

In particular, the garment manufacturing industry in Hongkong has gradually shifted to the mainland. Humen is adjacent to Hongkong. The town government has seized the opportunity to take advantage of the regional advantages to undertake the pfer of garment garments in Hongkong.

In 1993, the government invested in the construction of the large professional clothing market "Fumin commercial building".

For a town that was not rich at that time, it took courage for the government to spend large sums of money to build a "big monster".

With the successful operation of "enriching the people", the influence of Humen's clothing market has been rising.

In 1995, the Humen Town Committee and the town government formally put forward the development strategy of "clothing to promote the town" and took the garment industry as the pillar industry of Humen town.

In the course of the development of Humen's clothing industry, there was once a ridiculous time for "trademark weighing scales".

At the very beginning, the clothing traders in Humen were copying Hongkong people's practices. For the "trademark" which was fashionable at that time, it was not even clear what it was used for. "However, Hongkong people hang this thing on clothes, so we can learn from them."

In the end, the trademark turned into a product like buttons and zippers, which can be bought by catty and can be bought by any brand.

To ask the people of Humen what the trademark is for, he will reply, "no brand is not very good!"

Later, when he began to serve as deputy secretary and mayor of the Town Committee of Humen, he mobilized government officials to do the work of the enterprise and led everyone to realize that "trademarks are not registered but registered".

Subsequently, the government began to deliberately push the brand, in order to achieve the brand ideal, the government decided to carry out the concept of "literacy" for enterprises.

The biggest move is the government's funding to allow enterprises to participate in Beijing's CHIC, Dalian's clothing festival and other national exhibitions.

In this way, "the government set up the stage and the enterprises sing the opera", the enterprises were subjected to some "brand edification".

That period is the critical moment for Humen enterprises to recognize brand awareness from scratch and quality change.

We all say Humen is a "geese economy".

The first row of the "wild goose economy" is the government, the second row is the clothing market, and the last row is the clothing brand.

On the road to pushing the brand, the government is still spending heavily.

The government of Humen has made the decision of "millions of gold and famous brands", awarded 1 million yuan to the enterprises that won the famous brand products and well-known trademarks in China, and rewarded the enterprises that won the famous brand products of Guangdong and Guangdong famous trademarks.

Finally, the government's measures have seen results.

When YISHION returned the first national brand for Humen, the leader of the Humen town government even went to the airport to welcome the YISHION people who came back.

The Humen apparel and apparel industry association was founded in 1996, because there were many garment enterprises in Humen, but there was no unified organization and organization. Therefore, the town government decided to set up an association to gather the enterprises and use the association to help enterprises and service enterprises.

At that time, the establishment of the Humen clothing association was relatively early. If the clothing association of the town level is first, Humen is the first in the country.

The establishment of the association has further promoted the development of "service trade fair".

From the first stage of its establishment, it has begun to raise the "service trade fair". It can even be said that the association was born for the "service trade fair".

Every session of the trade fair is a major event in Humen. The government has poured all its manpower, material resources and financial resources into it.

...

Now, the Humen town government has begun to think about what to do next -- a series of development plans, such as matching of talents, upgrading of urban soft environment, and building of industrial atmosphere, are being launched and implemented.

For goals and ideals, they said they hoped that Humen could produce a large number of influential brands in China. In the future, Humen would be performing on the stage, while others were watching from the stage, so that a hand and a hand in Humen could attract the attention of others.