The First Garment Market In China: From The Management Booth To The Brand Collection

From March 15, 2012 to 17, Hu Haoju, Secretary of the Dalang Town Committee and chairman of the town people's Congress, sent a delegation to Dalang and Jiangsu Province for a three day study tour of industrial cluster. The tour of Jiangsu and Zhejiang has made a deep impression on the Dalang party and government inspection team, which has made a magnificent turn from the market of the shed market, from the management booth to the brand collection, from the single clothing to the comprehensive trade and the use of private capital to build the market.

Hu Haoju said that Dalang should conscientiously study the advanced experience of Jiangsu and Zhejiang to develop industrial clusters, actively seize opportunities and make bigger and stronger.

Greenhouse market transformed into "Avenue of stars"

Changshu is the first stop of Dalang's Jiangsu and Zhejiang industries. The Changshu Garment City Management Committee has integrated the urban construction and management with culture, tourism and shopping. It has achieved the magnificent turn of "the road market - the greenhouse market - the largest professional clothing and apparel market in the country", and left a deep impression on Dalang's delegation.

Wandering in the clothing city of Changshu, a modern commercial atmosphere is coming. The buildings are full of tall buildings. You can't see a building less than 5 floors, and the highest is 23 stories. There are parking lots on the ground. Some buildings are also used as car parks and restaurants.

Not far away, Men's wear The shops on the two floor of the center are being held for rent auction, merchants gathered; cultural square, comprehensive trade building, clothing Plaza pedestrian street, Tianhong clothing city, Marriott International Textile City and other 350 thousand square meters of buildings are still under construction; the National Tourism Administration issued the first 4A shopping mall brand in Jiangsu, which attracted tourists. What we saw and heard made people feel the strong pulse of the clothing city.

A few years ago, if you passed here, you would find that it is still a "greenhouse market", with only a few shabby facilities and a mess around. At that time, the Changshu municipal Party committee and the municipal government normalized the construction of a new clothing market. After surveying and studying, Changshu policymakers abandoned the idea of "looking for a long way", using 3.7 square kilometers of land to upgrade the original market, and invited experts from the China planning and Design Institute to plan, so that the land utilization rate was greatly improved.

Good nest brings Golden Phoenix. With many provincial and even state-level brand clothing agents pouring into the Changshu Garment City, the merchandise from here has shifted from middle to low grade, and the sales volume per square meter has increased greatly.

Today's Changshu Clothing city is like a "Avenue of stars". The 28 thousand stores, which sell more than 1.5 000 clothing brands, have set up windows for many famous brands and well-known trademarks. A number of famous international brands have also set up sales bases. The clothing brand has invited many famous movie stars to speak for this reason. In the clothing city, huge star billboards can be seen everywhere. This has become a beautiful scenic spot.

Invest 5 billion but have no money to lend.

There are more than 2.8 merchants stationed here, and more than 250 thousand businessmen come to do business every day. The sales volume reached 65 billion yuan last year. Starting from the booth market of the greenhouse and developing into a well-known clothing wholesale market, Changshu garment city has won the first place in the country's ten major apparel market. Last year, it won the "outstanding contribution award" in the "market change China" evaluation sponsored by the China Textile Industry Association. {page_break}

Nirvana reborn Changshu garment city not only expanded its business area more than twice, but also upgraded its hardware facilities and management level, with an average daily sales of more than 100 million yuan, and the new clothing market increased by 1 million 500 thousand square meters, but it did not add one mu of land, nor did it generate a cent of the loan. This is indeed amazing.

"Timely response to the initiative." Changshu Garment City responsible person said that the Changshu municipal government decisively made a strategic decision to transform the market, for the clothing city to promote a new round of development to write a key.

From 2003 to 2008, a total of 50 projects were launched in Changshu, of which 25 were supporting projects. Where does the money come from such a large amount of construction?

It is understood that some of these funds are auctioned land for others to build; some are built after the auction of the entire building or storey; another is a store, a store to auction the right to use, through flexible and diversified market operation, to achieve the maximization of assets. If there is a store of 16 square meters in a building, the right to use 40 years, the auction price will reach 4 million yuan, 2 floors 27 thousand square meters, and a 278 million yuan, and the right to use a piece of land, the auction price will reach 15 million 390 thousand yuan per mu, creating the sky price of Changshu land. Through the introduction of 2 billion yuan from Zhejiang and other places, plus self financing of 3 billion yuan, the total investment amounted to 5 billion yuan.

The clothing city invested 5 billion yuan in 5 years, not only did not have a cent loan, the account also has the profit.

From booth management to brand collection

Changshu garment city is committed to the simultaneous improvement of market environment, business quality and comprehensive benefits, giving full play to strong market integration and radiation functions, and gradually moving from the original ordinary store transactions to the brand general agent. At present, the clothing city has attracted 200 famous trademarks and more than more than 5000 famous brands at the provincial level, and modern marketing methods, featured business areas and boutique areas are gradually taking shape.

The emergence of modern marketing mode is first reflected in the upgrading of after-sales service. Changshu clothing city has set up service facilities such as service desk, electronic shopping guide system and consumer complaints station in the market, so that customers can enjoy the star shopping experience. At the same time, the work of creating the national integrity market has been carried out, and has been highly praised by the State Administration of industry and commerce. The integrity market standard system of the whole country will also be promulgated and implemented to the whole country according to the standards of Changshu clothing city.

With the refinement of division of labor and cooperation, the specialized market also emerges. In recent years, the traditional mix of fabrics and a pot of rice has hindered the further development of the market, and market segmentation is the general trend. Focusing on building a professional and characteristic market, the garment city will focus on the key points, strengthen the market of garment characteristics and related clothing materials and accessories market, and accelerate the development of other characteristic professional markets, and strive to form the most distinctive modern market in China. At present, eight major market management areas have been formed in the clothing city of Changshu, such as recruitment mall, spinning market, shoe center and so on. Besides, there are more than 20 foreign markets, such as International Garment City, Tianhong clothing city, Marriott International Light Textile City, and so on. China Men's wear center, women's wear center, Children's wear The center, shoe industry center, trousers industry center and garment accessories Center have been classified into the market category of garment city. {page_break}

The e-commerce platform of Changshu Garment City website has been formally launched on the Alibaba professional market channel. The platform integrates information flow, logistics and capital flow into one. Through expanding the invisible market and linking the visible market, the two business modes of Commerce and commerce are further integrated into the transformation and upgrading process of the garment city.

At present, 489 members have been developed on the e-commerce platform, of which 410 merchants have established independent online shops. In just a half month, 57 merchants have realized online trade sales. Through the network propaganda and remote communication channels, this network platform has spawned a large volume of offline trading volume for many business owners, and the driving ability of the network market has achieved initial success.

The delegation of Dalang considers that, while vigorously developing the tangible market of clothing, the Changshu garment city actively develops the intangible market. It has cooperated with the Chinese Academy of Sciences and the Shang Dynasty, Alibaba, Taobao and other enterprises to build an e-commerce platform, opened up online and offline markets, and explored the e-commerce mode of "entity market virtualization", leading the development trend of China's clothing circulation.

From single garment to integrated commerce

With the rapid development of China's clothing market, many new facilities with high facilities and high grades have sprung up rapidly, which brings great challenges to the traditional wholesale oriented clothing city. In order to adapt to the trend of development, Changshu garment city has carried out a drastic reform. In the past seven years, it has invested about 7000000000 yuan to rebuild and expand the market and complete the design of about 1800000 square meters, and has built nearly 50 markets and supporting facilities projects to create a completely new look.

In recent years, the garment city has invested more than 600 million yuan to speed up the construction of supporting facilities, including schools, logistics areas, parking buildings, administrative centers and roads and bridges in the area under construction. The world clothing center and Cultural Plaza, which started construction in August 2009, are composed of commercial podium, 27 storey Hotel Apartments, office rooms and 2 storey basement. It has become the first professional apparel market in China. It is the first comprehensive exhibition and trade complex that integrates the 10 functions of clothing wholesale, exhibition and display, retail shopping, entertainment and entertainment, fashion publishing, international procurement, business office, design consultation, professional service, viewing and recreation. It can not only realize the basic functions of the professional market of garment, but also integrate the functions of modern city service industry.

The clothing city of Changshu was originally located in the traditional wholesale market. The business hours were relatively early. The operators often opened the door from 4 to 5 in the morning and returned home from 2 to 3 p.m. At present, the new professional market has a unified business hours from 6 a.m. to 5 p.m., and the store decoration, billboard layout, salesperson's language and clothing are also systematically standardized. At present, the domestic market of foreign trade centers in the jurisdictions set up the night market, closing to 8:30 at night, and the daily traffic volume increases after 5 p.m. every day. The opening of the night market has been actively cooperated with the majority of business households. It has also become another good place for the surrounding masses to enjoy their leisure shopping after supper. The change of business environment and business hours has created a new commercial leisure mode while expanding market influence, and the night market of garment city has been continuously formed.

The delegation of Dalang considers that Changshu garment city has gathered dozens of garment specialized markets and supporting markets, and is taking the road of specialization. The wholesale sale of each market may be one or two kinds of products, but complementary development, healthy development and common development between markets. To build a 10 square kilometer commercial town, Dalang can draw lessons from these practices, consider the functional zoning and overall layout of 10 square kilometers, improve the construction of specialized blocks, and develop the specialized markets such as wool, clothing, machinery and fabrics, and constantly attract and gather professional resources. At the same time, we should actively explore the combination of cultural and tourism elements with wool weaving industry and develop wool culture commerce and tourism.