Huizhou Boluo Yuanzhou Garment Industry Looks Forward To Breaking Through The Bottleneck

In the past, clothing, people immediately remembered Guangzhou, Humen, Hangzhou and other places.

In recent years, the leisure clothing of Yuanzhou town in Boluo county has begun to enter the field of vision. In the commercial streets and shopping malls of Huizhou, there are gradually some shadows of local leisure brands.

Previous promotional activities such as the "national line of benefiting goods" and the "Guangdong Huizhou products (Zhengzhou) Fair" and other promotional activities have created an impression on the hearts of Carly, Qiao and Yu Yu.

A few days ago, the government of Yuanzhou town in Boluo county was in Guangzhou.

scene

Hold a costume design competition to attract high-end talents.

"The design of this dress is very special, and the texture of the cloth is very good."

The clothing center of Guangzhou International Garment Exhibition Center is full of various kinds of clothes. Many students who study fashion design major feel the clothes and discuss the design of clothes.

The beautiful young models in the exhibition center wear fashionable clothes on the T stage, and the innocent children are also on the stage.

"The models on the stage are very good."

A woman in the field commented.

She is a fashion designer in Guangzhou. She heard that the news conference of the national casual wear design competition was held here, so she came to see it.

Reporters standing at the entrance, from time to time, also saw many clothing industry owners rush to come, "before heard of Yuzhou clothing, through this conference, we know that the original Chau Chau flagship is casual wear, the display of clothing is more suitable for home and life."

A boss said.

According to Chen Peilin, mayor of Yuanzhou Town, Boluo, Yuanzhou town is "

Present situation

With the radiation from surrounding areas, industrial clusters are beginning to take shape.

"Boluo Garden Island is close to Hongkong and Dongguan, and the development of garment industry in Yuzhou is also benefited from the development of these two local garment industries."

According to Zhu Peirong, chairman of the textile and garment industry association of Yuanzhou Town, chairman of Huada Clothing Co., Ltd., Yuanzhou town is a famous hometown of overseas Chinese in Guangdong province. According to the records, there are nearly 50 thousand people from Boluo, Macao, Taiwan and overseas Chinese.

In the 50s and 60s of last century, many Yuanzhou people went to Hongkong to make a living. At that time, it was the great development period of clothing production in Hongkong. Many people in the garden came into contact with clothing production from that time.

From the 80s of last century, Guangzhou and Dongguan

During the development of Boluo textile and garment industry, Yuzhou textile industry has been developed by the early development of textile and garment industry and strong radiation from Dongguan and Guangzhou.

In particular, the upgrading, expansion and extension of industrial structure in Shenzhen, Dongguan and other surrounding areas have increased the pfer of Hong Kong, Macao, Taiwan and foreign capital to Yuzhou.

Nowadays, the local government of Yuen Chau has promoted the development of the leisure clothing industry through the measures of attracting investment and so on. The garment enterprises in Yuanzhou town have developed from a small processing workshop step by step with the courage to think and dare to do.

As a pillar industry of Yuzhou Town, the leisure clothing industry is developing at an amazing speed.

Yuen Chau was formally approved in 2005 as "the professional town of garment technology innovation in Guangdong". In 2009, it was named "China's leisure clothing town" by the China Textile Industry Association and the China clothing association. It has become a famous town of casual wear in the Pearl River Delta region.

At present, the textile and garment industry in Yuanzhou has formed a large scale of industrial clusters, and has a certain foundation in the construction of industrial public service platform and support system, brand construction and park construction.

The growth case of garment enterprises

Case 1

Complete the accumulation of funds outside and return to the development of home

In the early 80s of last century, many Yuanzhou people who worked in Dongguan saw the flourishing development of the garment industry, and set up some small workshops for clothing processing in Dongguan.

After completing the accumulation of funds and talents in Dongguan, they moved the workshop back to Yuzhou.

The development of Huada Garment Co., Ltd. is just like this.

According to Zhu Peirong, chairman of the company, he opened a small workshop for clothing processing in Dongguan stone in 1989.

At that time, the funds were limited and the market was not opened.

After four or five years of operation, clothing factories have more sufficient funds, and the market of clothing market has gradually opened.

In 1994, Zhu Peirong moved the workshop back to Yuzhou and began to develop his own clothing business in Yuzhou.

Owing to low investment cost and abundant labor force, Yuen Chau

Reporters learned that in the Park Town, Huada Clothing Co., Ltd. is a relatively good clothing company.

However, up to today, Huada garment manufacturing Co., Ltd. is also facing bottlenecks and breakthroughs.

According to Zhu Peirong, their company has always been mainly engaged in processing, and if the company wants to have further development, it is the key to create its own clothing brand.

However, the creation of clothing brands is not a matter of a single day. It requires a lot of manpower and material resources, and even if it is invested, it will not necessarily succeed.

"So far, our company is still focusing on stability. I will put more capital into the optimization of management mode. When the time is ripe, I will not be too late to create my own brand."

Case two

Guangzhou, Hongkong and other garment enterprises pferred to Yuzhou development

Jinfu Garments Co., Ltd. is a garment enterprise in Guangzhou. It was founded in 1998, and its workshop area is about more than 1000 square meters. It mainly deals with the processing of jeans garments.

With the continuous expansion of the scale of the company, the original production scale can no longer meet the production needs.

So, in 2005, the company was optimistic about the development of Yuzhou garment industry and moved the factory building to Yuanzhou Town, and built a new factory building.

Why do we choose Boluo Yuzhou to build their company's workshop? Cao Jiandong, the company's staff, said that on the one hand, the government of the Yuanzhou town attached importance to the development of the garment industry. Before 2005, the garment industry in Yuanzhou town was developing vigorously and flourishing. When many colleagues explored new ways together, they felt that there were prospects for setting up factories in Yuzhou town. On the other hand, the land area of Yuanzhou town could be used for building factories and the rent was cheap, which could greatly reduce the production cost.

Reporters interviewed learned that, like Jinfu Garment Co., Ltd., such a foreign garment enterprise pferred to the development of Yuzhou.

problem

Many enterprises do not create brands, so it is difficult to introduce talents.

More enterprises only do generation processing.

The reporter has learned that in the more than 1200 garment production and supporting enterprises in Yuzhou, nearly 100 have their own clothing trademarks, and more than 800 enterprises are completely processed by generation. Some of the remaining enterprises are doing both auxiliary processing and auxiliary production.

The reporter visited many representative garment enterprises in Yuanzhou and learned that creating their own clothing brand is undoubtedly the dream of every garment manufacturer.

However, many garment enterprises have their own views on clothing companies' own brand.

"To create their own clothing brand, we need a large amount of capital input first. Secondly, garment enterprises still have strong productivity. Moreover, the consciousness and courage of the leaders of garment enterprises are also crucial.

Brand building coexists with risks and opportunities. If we are eager to succeed, we can not succeed. We must slowly accumulate funds and resources and gradually turn to branding.

With my own brand, I am afraid that the water will not boil and the firewood is broken.

The famous brands you are familiar with are all gone through the bankruptcy or reorganization of enterprises, and have been built up by several generations of talents.

It's not easy to create your own brand, "Zhu Peirong said frankly.

"In the short term, it is impossible for the garment enterprises to abandon the generation and OEM production mode and devote themselves to brand building.

We can only do our best to build our own brand while continuing to do the production. "

Another clothing business owner said, "what I am doing now is the generation processing, without my own brand, but I have been making profits."

personnel

Good designers are hard to stay.

Because the early development of Yuzhou Town garment enterprises is dominated by small and medium-sized enterprises, the concept of enterprises is lagging behind, and high-end managers, scientific and technological personnel and professionals in other related supporting industries (such as lawyers, accountants, etc.) are relatively lacking.

This is also a bottleneck problem in the development of leisure clothing in Yuanzhou town.

The internationalization of casual wear

Reporters learned that good designers are more difficult to stay, which is also one of the reasons why it is difficult for Yuzhou clothing enterprises to establish their own brands.

Many good designers need to provide creative environment and high salary, but many enterprises in Yuzhou do not.

At the same time, many business owners and executives reflect that the current dilemma is lack of jobs.

This is the legacy of the depression in the last two years, and now factory production has returned to normal, but the workers who had gone away were hard to recruit new workers instead.

"The problem of labor shortage has been plaguing our company in the past two years.

A notice of recruitment at the door of the company is not available at all. Now we recruit people from our company through our staff.

An enterprise administrator worried.

In the factory area of Yuen Chau, the reporters saw some factories having banners on the walls behind them.

market

The sales channel is too long, and the profit is more earned by middlemen.

Reporters learned that the total volume of leisure clothing industry in Yuanzhou town is large, but the scale of individual enterprises is small, and the proportion of enterprises with annual output value of more than twenty million yuan is relatively low.

The enthusiasm of R & D investment is low, the capability is limited, and the market awareness is not strong, which leads to the low technological innovation ability of the industry.

According to the boss of a clothing enterprise, the clothes that you normally buy in the clothing store of the mall, a nearly hundred yuan shirt, actually its factory price is only a few yuan.

So how much money can clothing companies earn? Who will earn more money? The reporter interviewed some garment enterprises in Yuen Chau.

"You see, the one I wear is produced by our factory, and it sells for 80 yuan / piece outside, but our factory price is one or two yuan. Some are calculated by weight, and a packed box is counted by kilogram.

Our factory produces more than 100 yuan of garments and sells hundreds of thousands of yuan in the market.

An industry insider, who declined to be named, said: "the sales channel is too long, and the profits of clothing are more profitable to middlemen."

countermeasure

To formulate industrial development plans, declare collective trademarks, and create regional brands.

Each year, 5% local revenue is allocated as a special fund for development.

The reporter understands that the rapid development of the garment industry in Yuzhou is not only a favorable geographical environment, but also a high degree of importance attached to the government and favorable circumstances.

In recent years, the Yuen Chau Town Government has formulated a series of policy documents to support and promote the development of the garment industry, including the invitation of relevant agencies to compile "the development plan of garment industry in Yuanzhou town" and so on.

According to Zhu Yuming, director of the township enterprise office in Yuanzhou Town, Boluo County Yuanzhou town is a demonstration area to declare the provincial industrial cluster upgrade. Every year, 5% of the local fiscal revenue is taken as an important development special fund for the upgrading of the leisure clothing cluster, which is mainly used for 3 major constructions of the special park, the public platform and the regional brand. The fund is managed and used by the leading group of the leisure clothing industry cluster of Yuanzhou town.

It is understood that the Yuanzhou town government is actively joining the Municipal Industry and Commerce Bureau to jointly declare the collective trademark of Yuzhou leisure clothing, namely, "the famous Chinese leisure clothing town - Yuen Chau". At present, it is collecting information, preparing for declaring and establishing a team stage. It expects to make the Yuzhou leisure clothing at the legal level further improve and enhance the collective through the construction of collective trademark.

Planning and building creative villages to attract and retain talents

In order to attract and retain talents, Yuen Chau planned to build an innovative village near the town center on the East River bank, and built an idyllic style, as a "paradise" for designers to live and work, to attract high level designers, managers, creative personnel and experts to work in the park and start business with the idea of returning to the original village life.

Part of the award goes to high-end talents introduced by the government, partly to designers as studio or weekend holiday homes.

Interact with cultural promenade regularly to display designer creative works.

In addition, through the introduction of professional training institutions, set up clothing design and production professionals, build a training platform for talents.

The introduction of excellent talents of leisure clothing, the establishment of talent archives and recruitment information repository, timely understanding of human resources trends, to pport professional talents for enterprises.

Change the status quo of the lack of high-quality talents in Yuen Chau, and achieve talent innovation.

The establishment of information and information interaction platform to provide one-stop information service.

According to the relevant person in charge of Yuzhou town government, the town government will fully promote the development of Yuzhou garment industry, help garment enterprises to import new technology, new products and new technology, help garment enterprises to establish and perfect design and technology research and development institutions, and gradually establish and improve the technological innovation service system, thereby improving the level of garment design and production efficiency.

Organizing enterprises to take part in exhibitions of famous fabrics, accessories and garments at home and abroad, and undertake other exhibitions to be held in Yuzhou.

Hold professional exhibitions of all kinds of clothing products and accessories.

Building a modern large-scale e-business platform, integrating the existing network resources such as Yuen Chau investment network and Yuzhou textile and garment association network, the park information information interaction platform is established, which fundamentally changes the traditional passive collection, dissemination and reception of traditional information, breaks through the boundaries of time and space, and provides one-stop fashion professional information service for the Yuzhou garment industry.

Find websites to cooperate and shorten sales channels

Zhu Minqi, vice president of textile and garment industry association of Yuanzhou town in Boluo County, seems to be a worthwhile attempt to build regional brand.

At the end of 2010, the textile and apparel industry association of Yuzhou made a plan.

According to this plan, Yuen Chau will set up a clothing street, let all the textile and garment enterprises of Yuzhou enter the marketing, and the industry association will help enterprises to contact the network marketing company, and promote the Yuzhou leisure clothing with the overall image.

In addition, the Yuzhou textile and garment industry association will also link up with the large clothing wholesale market in the north, and strive for the Yuzhou leisure clothing to enter the northern market in the form of the overall brand.

Zhu Minqi looked forward to creating a regional brand, so that when he mentioned casual clothes, he thought of Boluo Yuzhou.

According to the reporter's interview, now there are individual garment enterprises in Yuzhou, and they have begun to promote their brand by shortening the sales channels and finding websites.

The more mature clothing companies in individual production and marketing chains promote their brands on mature websites and expand network sales.

Others find websites as partners.

"Network promotion network sales is a trend in the future, but in view of the current situation of garment enterprises in Yuzhou, we recommend that they do a good job in the wholesale market."

Zhu Minqi said.

Transverse ratio

Huidong awards about 1000000 yuan a year to create brand enterprises.

In Huizhou, people think of the Boluo Garden Island when they mention the clothing industry, and when it comes to shoe industry, Huidong is what they think of.

Although the fields involved are different, perhaps from the development of shoe industry in Huidong, we can also get some inspiration from it.

A few days ago, reporters saw the bustling construction scene at the construction site of Hao Zhao Lou village in Huidong county.

It is reported that the project under construction is the first stage of the production base of Chinese women's shoes.

Soon after that, a modern shoe production base, which integrates production, supply, marketing and R & D and tourism, will rise here.

According to the briefing, the theme Industrial Park of China's women's shoes production base is a key construction project in our city and Huidong county. The project is planned to be a "one axis, two axes and six functional areas" spatial structure.

"One mind" refers to the urban central park. The "two axes" refers to the axis of urban development and the axis of urban function expansion. The "six major functional areas" include industrial areas, logistics areas, exhibition areas, R & D zones, education and training zones and commercial areas, which are integrated with R & D, production, exhibition, business, housing, warehousing, logistics and education.

In addition, the park will also develop ecologically leisure tourist resorts, and support the introduction of star rated hotels, supermarkets, hospitals, kindergartens, and twelve year schools.

According to the relevant person in charge of Huidong SME Bureau, in 80s of last century, the local government introduced a series of policies to support Huidong's private enterprises to start their own businesses, and the local footwear industry developed rapidly.

So far, the development of footwear industry in Huidong has experienced ups and downs.

In 2008, after the financial crisis, individual enterprises and workshops went bankrupt, and the local government strengthened the renovation of shoe enterprises.

By providing enterprise turnover funds, strengthening modern management of enterprises, expanding domestic market, expanding market, encouraging policies to encourage enterprises to create brands, and so on, they have kept most shoe enterprises.

The government has also led the powerful enterprises to integrate resources, and 8 enterprises have set up enterprise groups and listed companies, so that leading enterprises can promote the development of local footwear industry.

It is understood that there are more than 3700 enterprises in Huidong, more than 20 thousand shoe factories, 9 state inspection free enterprises, 21 famous trademarks in the province, 7 famous brand products in the province, 3 provincial featured products, 36 famous trademarks in cities, and 17 famous brands in the city.

Huidong county government attaches importance to brand cultivation, encourages enterprises to create brands, and awards about 1000000 yuan each year to create brand enterprises.

The government has 100% subsidy for exhibitors.

The government set up a system of footwear industry to listen to the voice of enterprises.

Lack of funds is the short board of enterprises.

The shoe industry has large orders and strong seasonality.

In order to ensure capital turnover, Huidong shoe industry realized the crisis of selling cash and reducing capital chain breakage.

"Creating brand and expanding the market" is a direction that the Huidong county government supports.

"The support fund of about 14000000 yuan can help enterprises to borrow billions of money from banks."

The person in charge said.

Throughout

Humen takes the initiative to help enterprises develop markets

Humen economic and Trade Office

It is very important for a garment enterprise to develop and grow.

Humen town of Dongguan is a famous clothing town in China. What inspiration can it draw from the way of development for the garment enterprises in Yuzhou City? What is the reference for journalists? A reporter went into Humen town to find out.

According to Huang Peimin, deputy director of the economic and Trade Office of Humen Town, Dongguan, the development of Humen's clothing has its unique geographical advantages. Humen's pportation is convenient, and the surrounding waterways, high-speed, high-speed rail and other traffic lines are densely distributed, which is conducive to the distribution of goods.

Of course, the development of Humen's garment industry is inseparable from the strong support of the local government and the development plan put forward at the right time.

It is understood that Humen has been holding the clothing fair since 1996.

With the support of the local government, the clothing enterprises in Humen are exhibiting with their own designs and garments to take part in exhibitions all over the country, and take the initiative to help enterprises develop the market and enhance their popularity.

In 2000, the Humen town government promoted the construction of local clothing brand.

Up to now, Humen has more than 30 clothing brands above the provincial level.

By the year 2008, Humen's clothing had been very famous in the whole country, and it was favored by many garment enterprises because of its low price and many styles. Many garment enterprises in the field went to Humen to buy clothing templates to go back to production.

When it comes to the experience of clothing development in Humen, Huang Peimin said that besides the geographical conditions, the development of Humen's clothing industry is also equipped with powerful hardware: big clothing business circles.

In the town of Humen, there are large cloth business circles and Humen International Garment Machinery City.

Among them, the largest city is the fashion city of Fumin, as well as the construction of a shopping mall with an area of 700 thousand square meters.

Powerful hardware equipment has attracted many large enterprises to invest and set up factories.

Besides, the development of a local garment industry is a key factor for fashion designers. How can they attract outstanding fashion designers from all over the world?

Huang Peimin said that for some excellent fashion designers, it is not a high salary, but the local environment is more important.

"Local culture and art atmosphere is very important, these elements can inspire designers to create inspiration."

Huang Peimin said, "therefore, in the next 5 years, Humen will invest 50 billion yuan for urban construction, and create an environment suitable for people's arts and livable industries so as to gather talents."

In the interview, reporters also learned that financing difficulties is a stumbling block for the development of garment enterprises.

In this regard, Huang Peimin said that the government has made many preferential policies in the financing of small and medium-sized enterprises.

Especially in the aspect of bank loans, because many factories of clothing enterprises are rented, there are no assets, and banks are unwilling to mortgage loans, so the government is very helpless.

But he believes that the development of an enterprise is bound to encounter all kinds of difficulties and setbacks. The key is that the leaders of enterprises should have the idea of seeking change and find a path suitable for their own development.

As for the clothing enterprises to win the market in the market competition and therefore want to establish their own clothing brands, Huang Peimin does not agree. "Enterprises need to pform and upgrade in order to survive and develop, but they do not have to build their own brands.

In the entire garment market, there is also need for the existence of processing enterprises, so long as they can make profits, the enterprises will succeed.

At present, the clothing market of Humen's Pyramid structure is located in the spire, which is a clothing enterprise with its own brand. The basic role of the garment enterprises at the grassroots level is the more than 1300 garment processing enterprises above the town scale.

Clothing enterprises in Humen

If a company has a brand, it will have a strong market competitiveness.

Dongguan Xiao Hu Han Ni Garments Co., Ltd. is a children's clothing company with registered trademark in Humen.

The company went through OEM, OEM, and then established its own clothing brand.

Chen Wenfei, the head of the children's clothing company, believes that after the clothing companies develop to a certain extent, they must create their own brands, so that they can have the competitive edge and develop tension in the fierce market competition.

Chen Wenfei, a native of Huidong, came to Humen in 1989 to engage in garment production.

The reason for choosing Humen is that Chen Wenfei said that the Humen town government did not give special preferential policies to clothing production. "What I am looking for is the convenient traffic environment in Humen, which is the main reason for my choice."

Chen Wenfei said.

At the beginning of the construction, Chen Wenfei mainly engaged in the foundry business. Their factory had only 8 trolleybuses and 10 workers.

At that time, foreign orders were more stable, and in addition to the deepening of reform and opening up, Chen Wenfei's clothing factory entered the fast lane of rapid development.

1995 was the peak period of the foundry production of Chen Wenfei garment factory. At that time, he had 3 factories and more than 300 workers.

At the same time, he also pays attention to training his own fashion designers.

With the continuous expansion of the designers, Chen Wenfei also started the OEM business in 2001.

But the good times didn't last long. Due to the impact of the financial crisis and the sharp reduction in orders at home and abroad, Chen Wenfei's clothing factory had a great impact and was once faced with the dilemma of shutting down production.

Faced with unprecedented difficulties, Chen Wenfei has learned from his mistakes.

Clothing enterprises must have their own brands, market competitiveness is large, there is no fixed brand support, the factory's vitality is extremely fragile.

So, in 2008, Chen Wenfei founded Dongguan Xiao Hu Han Ni Clothing Co., Ltd., to create this brand of children's clothing.

According to Chen Wenfei, though he has only two factories today, his annual profit is 20% higher than that of 3 factories.

"Because of brand support, our company's annual profits will quadruple in the next two or three years."

Chen Wenfei said confidently.

Thinking determines the way out.

From clothing to fashion, although there is only one word difference, it is quite different. To accomplish this gorgeous pformation, many operators think that they rely on building their own brand.

Brand management is the development trend of garment industry. Nowadays, with the increasing number of brands and increasingly fierce competition, how to build a brand has become a very important topic.

As a "famous town of Chinese casual wear", the number of garment enterprises has already reached a certain scale, but most of the garment enterprises play the role of "clothing workshop".

There are few clothing enterprises that can build their own brands.

Just as in the interview, the boss of a clothing enterprise said that creating a brand is very important for the boss's courage and thinking.

In the process of completing the "butterfly shop" to the brand operation, it will inevitably suffer from all kinds of pressure, capital, technology, market and so on.

At this moment, as the helmsman of the enterprise, we need to have pioneering spirit, fear of pressure, no fear of attack, no hurry, no impetuous, steady and solid.

Show ingenious thinking, set goals, guide directions and research strategies for brand building.

If we want to avoid risks, garment enterprises will only meet the OEM OEM before the brand is established. Such clothing companies can only hide behind the scenes, do the most bitter and tiring work, and earn little service fees.

Facing the beautiful and bright front of the stage, we can only admire and silently do the wedding dress for others.