Humen Clothing Starts Again

　　 Humen A girl grew up, and now she starts again.

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.

Xu Xiaoli from Lanzhou, Gansu originally wanted to get a lot of money. clothing She went back to her hometown, but now she has changed her mind. She 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.

This day is the second day of the sixteenth China (Humen) International Fashion Fair, including YISHION Dozens of famous garment enterprises in Humen, including pine hawk, tiger tiger, Han Yue, and grass grass, gathered here. People suddenly discovered that Humen was no longer just a cheap production. clothing Place.

　 Licensing movement

Earlier this year, Guo Zhengzhong, the clothing owner of Humen, opened the factory to Hengyang, Hunan. Guo Zhengzhong is the boss of Yami fashion development company in Humen. In recent years, recruitment has become more and more difficult, and workers have become more difficult to manage and labor costs have risen. After investigation, he finally decided to transfer some of the company's production links to the mainland.

In fact, in recent years, many Humen garment enterprises began to transfer production links to Jiangxi, Hunan and Shaoguan. Behind this is Humen's licensing movement.

Chen Wenfei, more than 40, has been engaged in the clothing industry for more than 20 years, but most of it was made of OEM.

In 2008, the financial crisis that started in the United States swept the globe, and Chen Wenfei's career was greatly affected. The financial crisis made him more aware of the importance of the brand and felt the strong power of the brand. "In the financial crisis, brand enterprises are less affected, and many OEM enterprises and foreign trade enterprises are falling down. At that time, many brands quit, which is also an opportunity for new brands. "

"The annual clothing output has been reduced before the transformation 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.

Founded in 2008, Xiao Hu Han Ni Clothing Co., Ltd. is only three years old. But Xiao Xiao Han Ni has nearly 300 shops in the country, covering Hunan, Hubei, Guizhou, Anhui, Shandong, Gansu, Shaanxi, Shanxi, Guangxi, Beijing and other major regions, many of which are sold in shopping malls and specialty stores. Especially at the 2009 China International Clothing and accessories fair, nearly a thousand spectators went to the scene every day to know Xiao Hu Han Ni. Finally, they chose the strength partners to build the four distribution centers in Humen, Hangzhou, Beijing and Xi'an. Next, when brands enter the fourth year, their goal is to build 500 stores nationwide.

Today, "because we changed the brand, also led many enterprises in Humen to make the brand. At that time, we can say that the children's clothing industry in Humen has launched a wave of brand creation." The creation of Xiao Hu Han Ni objectively transformed some of the processing enterprises that were in deep financial crisis at that time.

After more than twenty years of development, Humen garment 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.

　　 Finishing and starting again

Today, Humen has more than 1300 garment enterprises above Designated Size and employs nearly 300 thousand people. The annual output of clothing is 250 million pieces (sets), the total sales volume is nearly 20 billion yuan, and the export volume is about 400 million dollars.

But this does not seem very glorious for Humen's clothing practitioners. "To sum up, the output value of each garment is only tens of dollars. At present, Humen clothing has considerable influence in the domestic apparel industry. However, Humen clothing has a large number of Chinese famous brands and Guangdong famous brand clothing brands, but international clothing brands are few and far between. Lin Chaoming, a member of the Humen town Party committee member in charge of economic and trade affairs, said.

The local clothing industry clearly realized that nowadays, the profit of garment manufacturing is only 0.4%, and the profit of distribution is about 20%. However, the design of the source and the profit of the brand are up to 50~80%, some of which are higher than 200% of the profits, and the potential profit of the brand is undoubtedly huge. Therefore, the development of clothing industry and brand in Humen is the driving force of creative industry.

Wu Zhanhui, Secretary of the Humen Town Committee and chairman of the town people's Congress, pointed out clearly some shortcomings and hidden troubles in the development: first, the comprehensive strength has been improved rapidly, but the comparative advantage is weakening; two, the industrial scale is expanding continuously, but the industrial structure still needs to be optimized; three, there is no bright spot in scientific and technological innovation, but the innovation capability needs to be improved urgently; four, the policy system is being perfected continuously, but the implementation needs to be strengthened.

In this regard, Lin Chao Ming said, "the key is not to introduce clothing design and transactions. Therefore, the future development of Humen's clothing industry will focus on the two major platforms of clothing design, creativity and trading, and achieve a new leap in Humen's clothing through these two platforms.

Reporters learned that in 2013, with the completion and commissioning of the Humen Convention and Exhibition Center, the Humen Trade Fair will no longer be run once a year, but it may be done once or even once a month. In addition, since last year, the Humen government has held "2010 Dongguan Humen clothing, electronic information products (Zhengzhou) exhibition fair" and "2011 Dongguan Humen clothing and electronic information products (Shenyang) Trade Fair". Only the latter attracted about 15 thousand professional visitors, and the transaction volume reached 3 billion 960 million yuan, which greatly promoted the penetration of Humen brand in the national market.

In addition, Humen is also interested in building a brand walking street, concentrating all the branded goods together, shaping the overall image of Humen and enhancing the fashion atmosphere. To this end, Humen town has set up a special support fund for creative industries, focusing on supporting the development of creative products, introducing creative projects, creating creative parks and building creative platforms, guiding and encouraging all kinds of capital and talents to invest in the development of creative industries, and cultivating creative industry clusters with Humen characteristics.

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.

The local clothing industry likened the clothing to Humen's daughter, and Humen had a girl's early growth. Now, she started to dress again. How will her future bloom? Let's wait and see.