Humen Clothing Breaks Through The "Middle And Low End Strange Circle"

Originally thought of Humen wholesale price low

"I have seen children's clothing and women's wear in the exhibition hall, and I feel that children's clothing is more likely."

Xu Xiaoli, the northwest girl who has worked in the garment industry in Dongguan Humen and Dongcheng Street, has decided to return home and start her own business.

She told reporters that she had already had contact with four or five children's wear brands and two or three women's wear brands, and might eventually choose children's clothing to do.

Xu Xiaoli said that there were relatively few well-known clothing brands in Humen, which has increased a lot over the past two years, and many brands have made great progress in both design and cloth matching.

Because of the increasing consumption of the mainland in recent years, she decided to choose a brand of children's clothing as a stepping stone to go home and start her own business.

In the interview, the reporter found that many merchants like Xu Xiaoli were seeking to join.

People in charge of rendezvous and Trade Association said that more and more clothing companies now see brands play an important role in the long-term development of the company. They are also very willing to promote themselves and show themselves to the outside world on the platform of trade fair.

"There will be about two hundred or three hundred items sold a day, and the amount is estimated to exceed 20 thousand yuan."

In the children's clothing enterprise Dongguan Hong Yue clothing company's booth, happy bun painting attracted many children and parents' participation.

The introduction of this interaction has increased sales of products and attracted the attention of a large number of franchisees.

The same hot scenes are staged in the exhibition hall of the grey deer children's wear. Fashionable, beautiful and exquisite costumes attract many customers' attention.

Reporters saw the famous local brand YISHION Humen, Song Ying, etc., have also set up a booth in a prominent position.

Quite a number of well-known brand names such as Yi Yun, Wen Chun, GI, Zheng Chuxian and other men's and women's clothing brands have also set up larger booths.

The collective rise of Humen's local clothing brands has made the industry and trade fairs feel the brightest.

Brand choice under crisis

"No brand, only a dead end."

Chen Wenfei, who has worked hard in Humen for many years, is evaluating the current clothing industry.

Founded in 2008, Chen Wenfei, the brand of Xiao Hu's children's clothing, has been engaged in the garment industry for more than 20 years. Before that, he basically did OEM production.

Before the outbreak of the global financial crisis in 2008, he was the same as most of Humen's clothing business owners.

"Annual production of clothing 250 million pieces (sets), sales of only about 20000000000 Yuan, the output value of each garment is only tens of dollars."

Humen clothing trade association responsible person introduced that at present Humen clothing has the considerable influence in the domestic clothing profession, but the Humen clothing has the Chinese famous brand, the Guangdong province famous brand clothing brand is not many, but the international clothing brand name is very few.

On the contrary, the clothing brands such as YISHION and pine eagle, which have gone out of Humen, are still very moist even under the economic crisis.

Perhaps it is precisely to see the brand's important role in the development of enterprises. Since 2008, Xiao Hu has been determined to start a painful but resolute pformation.

"We are determined to create a brand, which has led many enterprises in Humen to start their own brand and set off a wave of brand creation in the children's wear industry."

Chen Wenfei said that after the financial crisis in 2008, many enterprises in Humen town rely on subcontracting enterprises to do nothing but fail. The tragic reality tells him that in the clothing industry, it is very dangerous to detain the fate of enterprises in overseas orders. Without their own clothing brands, enterprises will probably be destroyed in a crisis.

Facts have proved that Chen Wenfei's decision in 2008 was very correct.

Although there was a period of adjustment in the early stage of pformation, the company positioned its customers in a 3-15 year old youth by increasing investment in R & D design and adjusting product market positioning.

After two or three years of hard work, Xiao Xiao Ni has nearly 300 stores in the country, covering many major areas such as Hunan, Hubei, Guizhou and Anhui, many of which are sold in shopping malls and specialty stores.

"The annual clothing output has been reduced before the pformation in 2008, but the annual profit has increased by about 15% compared with the previous year."

Chen Wenfei introduced these changes to the company after branding.

He said that at the 2009 China International Clothing and accessories fair, Xiao Hu Han Ni was brilliant, so that many industry partners and consumers met the brand of children's clothing from Humen, Guangdong.

In those days, the company chose the strength cooperation business, and established four distribution centers of Humen, Hangzhou, Beijing and Xi'an.

Chen Wen Fei is ambitious for the future development of the company. He hopes that in 2012, the brand stores in the country will reach 500.

The "alternative lunatics" who focus on brands

Set up and manufactured in one, hundreds of thousands of yuan per month wholesale products, all sales for overseas markets, if you have such a business, you are willing to say that I do not do wholesale now, should I focus on design and take the road of quality?

Such a bold and decisive person is the only Xie Qundi in Dongguan who won the "top ten designers in Guangdong" in September this week in Guangdong. Because of such a risky behavior, she was regarded as an "alternative lunatic" by the outside world.

In the office of the two floor of Bailey Fashion Mall, 18 Yin long road, Humen, Xie Qundi, chairman and design director of Dongguan Zuo Ni Clothing Co., Ltd., was interviewed by reporters.

Unlike the office that is usually filled with clothing, the office of Sao Yi clothing, an antique and cultural atmosphere, immediately infected journalists.

And the 40 year old Xie Qundi's jeans are fashionable and fashionable.

Xie Qundi, who was born in Qingyuan and grew up in Humen, entered the clothing industry in 1993.

Five years later, she founded JONEAA, her own name, Dongguan, and started her own business.

From 1998, the first pair of jeans with JONEAA LOGO was born, and the model of JONEAA eighth pants came out in 2007. As a result, the JONEAA brands in Seoul and Italy Rome in 2007 and 2010 have entered Japan, Tokyo, Western Europe, Spain, Portugal, Africa and other markets. Besides the Chinese market, JONEAA has registered JONEAA brand in 26 countries all over the world, and has sold products to more than 20 countries and regions.

Wholesale can really make money, but that's not my dream.

I hope to make fine products and make distinctive brand names for sale in exclusive stores.

Xie Qundi said that the core competitiveness of the company is the individualization of the industrial design. As a result of occupying the commanding heights of the market, it can control the quantity of sales through the form of monopoly so as to achieve the purpose of establishing the brand and ultimately improve the profit margin of the single product.

According to the briefing, since 2003, Xie Qundi has focused on promoting the branding of JONEAA.

Since 2008, the company has not done overseas orders and wholesale, but focuses on monopoly.

She said that Zuo Ni clothing currently has agencies in 6 countries such as Japan, Korea and Europe. JONEAA brand already has local stores, overseas brands and market sales are good. Next, the company will start from Hongkong and Taiwan, and finally focus on the mainland market.

"At the end of this month, we will open a 100 square meter shop in Mong Kok, Hongkong, which will invest about 3 million yuan. We will open a store in Taipei next month, with a scale of about 2 million yuan.

Starting from May 1 next year, we will start looking for partners in the first tier cities in the mainland, expanding their brands from overseas to China. "

According to introducing, JONEAA jeans clothing consumer group also from children to the elderly, the price is located in more than 400 to 1400 yuan or so.

The garments designed and produced by Zoe clothing mainly display the image of "catching up" with consumers in four series: the boom driver, the wild campus, the exotic fisherman and the New Explorer.

Xie Qundi said that the soul of JONEAA is innovation and self brand. Every year, more than 1000 styles of jeans and denim clothes can meet the needs of consumers for personalized jeans.

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The government pushes enterprises to create brand names.

On the road of brand creation of Humen garment enterprises, the pushing force behind the Humen government can not be ignored.

In order to strengthen brand cultivation, the Humen town government has formulated the "Humen town's implementation of the famous brand driving strategy plan". By arranging special person organizations to declare national and provincial famous trademarks and famous brand products, it assists garment enterprises to register and register clothing trademarks, and guides enterprises with financial strength to no longer be confined to manufacturing and production links, pform their business methods, and create their own brands.

"It is free for local enterprises to participate in the trade fair, and most of the support for the two to thirty million dollars has been invested in garment enterprises every year."

Huang Peimin, deputy director of Humen economic and Trade Office, said that supporting and strengthening the enterprises with strength and brand names has always been what the government is trying to do.

According to the briefing, at present, Humen already owns more than 1300 clothing and garment enterprises on the upper level, 23 clothing shopping malls, 9 surface accessories markets, 1 Yulong small commodity wholesale markets, and Humen International Garment Machinery City, and the Humen apparel industry chain has been improved.

After hard work, now Humen clothing enterprises have gone from no card to OEM, from brand to brand.

At present, Humen clothing enterprises registered more than 5000 trademarks at home and abroad, including 1 well-known trademarks in China, 3 famous brand products in China, 11 famous trademarks in Guangdong, and 11 famous brand products in Guangdong.

A large number of famous brands such as Song Ying, Yi Xun, Yi Min and foreigners have opened more than 15000 stores and chain stores, and the sales network has spread all over the country.

"Brand is the soul of the clothing enterprise, with the brand will have additional value, the enterprise can truly grasp the channel of sales, in the market have the right to speak."

Qin Yingfu, Deputy Secretary General of Humen apparel and apparel industry association, said.

With the gradual upgrading of the Humen apparel industry from unlicensed OEM brand to brand name, the scale of the three tier brand tier of "regional brand Guangdong famous brand national brand" is also growing rapidly. Humen is becoming a truly regional fashion brand gathering center.

At the new starting point, Humen also proposed that by 2013, we would strive for 5 to 6 national brand names in the whole town, 50 famous brand names at the provincial level, and 2 to 3 enterprises to enter the national garment 100 million.

Reporters learned that, in order to support the development of clothing brands, the Humen town government also intends to build brand walking street, to integrate all the brand goods together, to shape the overall image of Humen and enhance the fashion atmosphere.

To this end, the budget of the town of Humen has been allocated 3 yuan and 30 million yuan to set up a special support fund for Humen's creative industries, focusing on supporting the development of creative products, the introduction of creative projects, the creation of creative parks and the construction of creative platforms, etc., to guide and encourage all kinds of capital and talents to invest in the development of creative industries and cultivate creative industries cluster with Humen characteristics.

Chen Wenfei, more than 40, looks tired, but always smiles. In the booth less than 30 square meters, he and the chief designer's wife and nearly 10 employees have been busy all the time from 9 o'clock in the morning. Even so, they are still not able to cope with the customers' needs of joining and picking products.

As the leader of Humen town children's wear brand, Chen Wenfei, chairman and general manager of Xiao Hu Han Ni, though very hard in recent days, but from the heart, he is enjoying the happiness surrounded by merchants and customers.

In November 19th, the brand Hall of the six floor of the Yellow River fashion city, Humen, was surging, and customers from all over the world turned it into a bustling shopping mall.

This day is the second day of the sixteenth China (Humen) International Fashion Fair, where dozens of well-known garment enterprises including Humen, YISHION, Song Ying, Yue Tate, and grass baby gather here to display their image and seek cooperation with customers.

"On the 18 day, there are more than 20 customers from all over the country to talk about joining, and on-site sales are also very hot."

Liu Qiaolan, general manager of Dongguan Yuet dress limited company, told reporters that in the six floor exhibition hall of more than 10000 square meters, brand clothes are the most popular and attractive.

As a matter of fact, the success of Xiao Hu and Ni Yue clothing is not accidental in Humen's clothing industry.

Humen clothing has been booming in recent years. On the one hand, it has benefited from the government's strong support. Besides, the enterprise itself has built up its own brand by strengthening research and development design, and gradually broke through the "middle and low end strange circle", and gradually grew up in the market competition.