Dialogue With Liu Lanjun, General Manager Of Changshu World Clothing Center

150 thousand square meters of the main building area, supporting 30 thousand square meters.

As an emerging market, the Changshu world garment center, relying on the 30 years of Changshu clothing city business circle, has made great progress and will be the landmark of Changshu's clothing market.

With the new upsurge of the comprehensive professional market in China, how will the Changshu world clothing center respond to the investment promotion and fast prosperous city? How to borrow the golden signboard of the "national 4A shopping scenic spot"? For this reason, this newspaper invited the general manager of the Changshu world clothing center Liu Lanjun to enter the "China professional market elite Salon" and share with the friends of the industry the business wisdom of many years of successful investment and operation management.

Government enterprise cooperation enjoys exclusive resources

Zhou Zhou: Changshu world clothing center is located in the core of Changshu clothing city business circle. As a project of government enterprise cooperation, what are the unique advantages?

The Changshu world clothing center is constructed by Xingyuan holding group. Its total construction area is 150 thousand square meters. It consists of more than 3000 professional market and 7~26 tower business and apartment towers.

The world clothing center has pioneered the ten functions of "wholesale trade fair" (EXPO-COMPLEX), including the wholesale, exhibition display, fashion publishing, international procurement, design center and OEM (ODM). With the whole industry chain mode of one-stop service, the management company has been established by the industry elites with more than ten years of professional market operation and management experience. It has pioneered the operation mode of "one core, two platforms and three service systems", creating a new market center for Chinese garment enterprises, and striving for the global sourcing center of Chinese clothing.

The world clothing center is located in the Changshu garment city out of print core area, surrounded by many mature markets.

The Changshu world clothing center consists of two parts: the market office building and the sunken world service square, which are invested by Xingyuan holding and Changshu Garment City Management Committee. It is a perfect project of government enterprise cooperation.

The world clothing center has many advantages that the market can not match. Among them, 30 thousand square meters of the world service square will become the public activity center of the business circle, the main venue of the Jiangsu Clothing Fair, the main venue of the Changshu shopping tourism festival, and the central stage of the fashion release.

Since the preparation of the Changshu world garment center, it has attracted the attention of the majority of garment operators. Since the start of the investment, the hotline has been continuously hot and has attracted the attention of the national garment industry. I think it can be summed up as four unique advantages:

The first is the cooperation between government and enterprises.

The world clothing Plaza has been listed as a key project in Changshou City. The Changshu world clothing center, to a certain extent, carries the function of enhancing Changshu clothing's influence in East China.

The merchants who enter the world clothing center can get a lot of support in various policies.

The second is the national 4A shopping scenic spot.

The Changshu world clothing center is a key cultivation project in Jiangsu, a key construction project in Suzhou, and a landmark construction project in Changshu.

The World Service Plaza is constructed by high tech canopy, air corridor, sunken music square, post-modern theme sculpture, fountain, Waterscape, garden landscape and other elements. It is a fashion activity center integrating culture entertainment, public activities, leisure and recreation, viewing and shopping.

The third is a complete set of supporting projects: the integration of the world clothing center with the world clothing Plaza and the Performing Arts Center.

The Performing Arts Center has an area of 1600 square meters. The Performing Arts Center is a major project to carry out the platform of foreign exchange for the garment culture industry of our city.

Secondly, the large scale logistics base of Changshu garment city is close to the market periphery. Every day, there are more than 240 passenger and freight lines dedicated to the whole country, which have access to more than 1000 cities, and have absolute wholesale radiation energy in the whole country, especially in East China.

The fourth is excellent hardware planning.

The world clothing center 25 meters wide north and south main channel, 11 meters wide East and west main channel building indoor landscape coordinates make customers wander in their spare time, 2.6 meters passageway popularity is the perfect measure of wholesale customers.

From one level to six storey, the average height is more than 5 meters, so that the 30 square meter standard main berth can also aggregate the needs of brand display, wholesale and retail and store stock, and the two two storey garage has more than 1500 parking spaces with the world service square.

Mature business circle converging strength business

Zhou Zhou: what is the overall market positioning of Changshu world clothing center? What is the strategic consideration?

Liu Lanjun: Changshu clothing city is the most typical business segment of the national garment market specialization. The world clothing center is the leading market of Changshu's clothing market.

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And leather bags and other formats, so that buyers can live in the world to achieve one-stop shopping.

At present, the location of the world clothing center floor is located on the ground floor: the international 4A level shopping tourism area (Tourism Distribution Center); the first floor: fashion girl clothing, men's wear; the two floor: fashion women's wear, jeans area; the three level: boutique women's clothing; the four floor: brand clothing comprehensive area; the five level: brand clothing to join, display; six level: multi-functional catering matching.

Zhou Zhou: has the Changshu world clothing Center launched the business invitation? What is the current investment situation?

Liu Lanjun: before the start of the project, in May, three layers of women's clothing area had been ordered by the customers. There were more than 200 shops in the market. These are dealers and branding vendors in the surrounding market. They say that whether the hardware or the soft parts is a new market for upgrading, Changshu can not find such high-quality projects in the current market circle.

At present, Changshu world clothing center global investment has been fully launched, investment booking registration hot.

After the announcement of our investment information, 500~600 group calls to visit customers every day, and the investment situation is very popular.

The world clothing center is not purely for investment promotion. We have been screening brands with channels, ideas, management and customers, so that they can match the market positioning of the floors and match the future development plans of the projects.

Merchants are the foundation of market prosperity. We should not only have a supportive environment, but also choose among them.

As a reference factor in terms of fashion, richness, novelty, market acceptance and saturation, we will select our business partners to optimize our portfolio.

It can be said that we are in the "selection of business", the selection of strong wholesalers, provinces, regional agents, brand dealers.

Mature merchants have many years of experience in the market, and have strong financial strength, stable and mature customer groups. They can maintain good business relationship with manufacturers.

In the market, the "business support period" can effectively drive the popularity of the market, which is conducive to the start and steady growth of the market.

Judging from the current customer base of the project, perhaps this project will take a year to complete the business period and refresh the new coordinates of China's professional market.

Zhou Zhou: under the situation of many emerging markets and weak overall performance, what unique and innovative management concepts of Changshu world clothing center share with colleagues?

Liu Lanjun: we have studied and inspected many markets in the country. We have conducted research and communication among many brand businesses.

Human centered management is the most important part of our operation management.

As an emerging market, there will surely be a stage of market incubation. For this reason, we will consider from six aspects, so that businessmen can make money in the world clothing center and have loyalty to projects.

First, solve the source of goods and sustainable business: the source of goods has always been a major problem for the clothing business operators. The world clothing center management company will organize businesses to carry out nearly a hundred brand docking meetings with the origin of clothing brands such as Guangdong and Fujian, so as to enable merchants to represent the most competitive clothing brands and solve the problem of settling the first tier agents of merchant brands.

The world clothing center will establish a cooperative alliance relationship with the most competitive clothing brand manufacturers in the country. It will attract the most competitive brands and attract the most powerful clothing dealers in the form of managing company guarantee.

Concept two, brand development, opening up an innovative marketing network: the world clothing center will set up a super brand development team to serve all businesses in the world clothing industry.

The world garment development team set up three-dimensional marketing data, and allied to all department stores, supermarkets, boutiques and clothing operators in Jiangsu.

Large scale alliance market meetings are held regularly every year, and garment sourcing Expo is held to help businesses build brand channels.

The brand development department takes the expansion of the wholesale network as the core, helps merchants to expand the wholesale network in East China, and comprehensively enter the two or three line urban garment market.

Concept three, shopping tourism, create a new model of zero and zero: as a benchmarking project built by government and enterprises, the Changshu world clothing center is a key cultivation project in Jiangsu, a key construction project in Suzhou, and a landmark construction project in Changshu.

The first floor is a national AAAA shopping center, which will bring more than 4 million tourists every year. It will also spread the brand image of the world service center to all parts of the world.

Idea four, a huge promotion cost, a full range of publicity and promotion: Changshu world clothing center set up a huge promotion fund, multi-channel and all-round promotion, to ensure that the project is prosperous.

The world clothing center will regularly carry out publicity on brand image, market culture, create sufficient popularity and financial resources, enhance the ability of "attracting Ginner" and create a sustained market prosperity.

At the same time, we will summarize the business resources, release the latest brand activities and wholesale information, and quickly do the prosperous market.

Idea five, e-commerce, physical stores + virtual stores, breaking the time and space: Changshu world clothing center will join several major electricity supplier operators, and establish the world clothing center professional online shopping mall.

In the world clothing, a physical store is equipped with an online store and equipped with special operators.

Through the online shop to release the latest style, the latest information, the combination of online and offline, to break the space constraints, unlimited extension of the shop space.

Through e-commerce, face the procurement terminal, achieve market operation without borders, no geographical restrictions, 24 hours of opening to customers, 24 hours of business do not go out of business.

Idea six, perfect supporting services to facilitate the opening of procurement buses for businesses: to open regular procurement buses to market in all parts of Jiangsu, and facilitate regular procurement by buyers; brand press conference: the Plaza performing arts center is open at any time to facilitate brand businesses to hold large-scale brand conferences; standardize logistics and pportation: sign contracts with many third party logistics companies, stipulate timeliness, send goods at group buying prices, reduce freight costs; organize large-scale events, and strong field: Changshu world clothing center will hold various types of activities of different sizes.

Weekly activities, quarterly activities, for the project momentum, attracting consumers.