Shantou Chaonan Textile And Garment Professional Town Will Build Regional Brand

Expect eighteen big

It is hoped that the Central Committee will increase its emphasis on the textile and garment industry.

The support strength, because these industries can solve many people's employment, although the textile and garment industry is a labor-intensive industry, but it is by no means a sunset industry, the development is good for people's livelihood.

Chen Shaohe, general manager of Guangdong Mu long Garments Co., Ltd.

Time: September 11, 2012

Interview point: Chaonan District, Shantou

Focus: pformation and upgrading of specialized towns

Enter

In the city of Chaonan District, the billboards of lingerie and home furnishing clothes on both sides of the road are very dizzying.

"Women's underwear and nearly 80% of home furnishing clothes in the national 1/3 are produced in Chaonan, and there are 3 state-level clothing professional towns in the country, which are unique in the country!" Chen Wunan, Secretary of the Chaonan District Committee, said proudly to Nanfang Daily.

The author's on-the-spot visits found that the textile and garment enterprises here are experiencing a pmutation of survival of the fittest: from "three to one patch" to self created brand, from family workshop to national chain, from making products to doing the market, making standards.

A development path of pformation and upgrading by innovation is gradually clearer through the practice of successful enterprises.

Integrating home culture into fashion design

When people do the production, we make brands. When people make brands, we sell, the key is to constantly innovate their ancestors.

More than 20 years ago, Chen Shaohe, the two town of Chaonan, started a family clothing workshop with his family and a sum of money from overseas relatives.

After more than 20 years of market baptism, Mu Long Garment Co., Ltd. has grown into a large enterprise with nearly 1000 employees.

Chen Shaohe is busy preparing for the "2013 spring and summer ordering meeting" in two days.

"Mu Long Shi Jia" is a private brand founded in 2004 by Mu long company. It has been selected as the ten largest household clothing brand in China.

Before that, Mu long company mainly made wholesale by making men's clothing.

"At that time, I realized that if I continued to earn money from a large quantity of shipments, the profit margin would be too low."

Chen Shaohe said that he decided to make use of the advantages of local underwear industry cluster to create his own brand.

The development of Mu long followed by the fast lane, and the chain store of "Mu long Shijia" has been distributed in all the provinces and cities except Taiwan and Tibet in the past 6 years, with a total of nearly 500.

In the exhibition hall on the two floor of Mu long company, I noticed that many of them were designed by family.

Chen Shaohe said he had a professional design team.

Chaoshan culture attaches importance to the family, and Mu long home furnishing is also consciously integrated into the concept of "family culture" in the design. This idea makes Mu long obtain a great advantage.

"When people were doing production, we started to make brands; when people made brands, we started selling; when people were doing sales, we began to push them together."

Chen Shaohe said that the key to business success is to innovate and advance.

He told the author, "2 years ago, we had online stores.

In another 2 years, we will strive to achieve 1 to 1 sales and online stores. "

Integration of specialized towns into regional brands

Along the National Road, a 14 story integrated trade city has been built, which will make up for the short board of logistics and public services.

In the Chaonan District, there are many other textile and garment professional towns such as two, Xia Shan, Chen Dian and so on.

The company is located in the two British town, Ding Tai Feng Industrial Co., Ltd. is a textile printing and dyeing enterprise.

Huang Xizhong, chairman of the company, said that the heat pfer printing technology imported from France realized the printing process, eliminating the two processes of energy consumption, pollution and steaming and washing.

The company has also developed a more advanced cold pfer printing technology and has begun producing printing machines based on this technology.

Guangdong Hongxing Industrial Co., Ltd., located in gorge, has also grown from a small garment factory to a large home furnishing enterprise integrating fabric development, product design, production and sales.

Another leading enterprise of Guangdong gorge Clothing Industry Co., Ltd. was selected by the relevant departments of the state to draw up the national industry standard for pajamas and knitted household clothes.

While enterprises are striving for innovation and development, the local government is also creating conditions for the pformation and upgrading of the textile and garment industry.

As a "family member" in Chaonan District, Chen Wunan is busy preparing for the end of the month, "2012 Chaonan underwear household clothing festival".

In Chen Wunan's view, this is a good opportunity for the Chaonan textile and garment industry to gather together to create regional brands.

The district and district governments will invite well-known experts in the field of domestic textile and clothing to take measures for the pformation and upgrading of Chaonan textile and garment industry from the aspects of brand positioning, profit making mode and operation mode.

It is also noted that a 14 storey commercial city of Mei Lai Shun has been built along the 324 National Road crossing Chaonan.

Commerce city has also set aside e-commerce floors.

Next, Chaonan will further make up for the shortage of logistics centers and imperfect public services.