Chongqing Chaotianmen Creates Brand To Revitalize Chongqing Style Clothing

Chaotianmen, Chongqing: in the past 20 years, it has made great efforts to build a famous garment trade city. At the intersection of the Changjiang River and the Jialing River, Chongqing's zero kilometer starting point marks the center of the city and marks the birth of the famous international clothing trade city in the future.

Chaotianmen has always been a place where merchants gather. Since ancient times, there has been a reputation for "right and left two rivers, up and down thirteen states".

Today, the Chaotianmen market, which has been in operation for more than 20 years, is beginning to upgrade. The source of the change of the clothing market in the past is brewing a new outbreak -- creating a famous international clothing trade city.

Try to open up the western trade center and try to rebuild the market with the old warehouse in the late 80s of last century. Now Chaotianmen's market has practiced and witnessed the solid steps of reform and opening up in the past 20 years.

These 20 years not only recorded the start and prosperity of Chaotianmen market, but also laid a foreshadow for today's thick accumulation.

In 1988, reform and opening up penetrated, rooted and germinated in all aspects of economic construction.

The reform of commercial circulation system is impacting on the Chaotianmen warehouse area, which is well protected by the planned economy (the predecessor of the Chaotianmen market).

At this time, the people's Government of Chongqing Yuzhong district and the Municipal Bureau of Commerce decided to pform the old warehouse into a trading market, and put forward that "people can enter the business without distinction between public and private goods, regardless of North and South". This bold attempt has attracted more than 500 merchants from other cities and towns in Jiangsu and Zhejiang, and the market construction has achieved initial success.

Three years later, according to the motion to speed up the development and utilization of warehouses in Chaotianmen and build a commercial city, the two level government and relevant functional departments in Chongqing and Yuzhong district made bold decisions and decided to pform the idle warehouse area into a comprehensive wholesale trading market in Chaotianmen.

At the same time, Monument for Liberation center Xinhua Road, 54 road and other road market operators moved to Chaotianmen market.

As a result, trade is coming in all parts of the country, with daily turnover exceeding 1 million yuan, and the paction volume reached 280 million yuan in that year.

Good news keeps coming out.

In 2004, the turnover of Chaotianmen market for the first time exceeded 10 billion yuan mark, reached 11 billion 800 million yuan in 2006, and the "two taxes and one fee" turned over to over 150 million yuan each year (excluding the profits of market operators and catering services).

In 1999, the Chaotianmen market was listed as the first batch of key contact wholesale markets by the State Economic and Trade Commission. It was listed by the National Bureau of statistics and the China Federation of Commerce as the national top 100 commodity trading market and the ten largest industrial product market in the whole country. In 2005, it was ranked the fifth place in the top 100 market of national competitiveness and became the highlight of Chongqing's new economic growth. It has also become the bridgehead for the development of commodities and capital in the eastern developed areas.

Now, the Chaotianmen market has 24 operation units, 32 shopping malls, shopping malls area of 480 thousand square meters, operating area of 218 thousand square meters, more than 13000 shops, employing 14000 people, indirectly driving more than 20 million people.

More than 6000 famous brands and famous enterprises in the whole country have entered the Chaotianmen market, forming a large specialized wholesale market which mainly consists of clothing, commodities, daily chemicals, bags, shoes and hats, bedding, and more than 20 kinds of tens of thousands of commodities. The commodities are radiated in more than 200 cities and counties, such as the Three Gorges Reservoir area, Yunnan, Guizhou, Sichuan and Shaanxi.

Chaotianmen market has become an important business circle of Chongqing.

In the past, an open minded attempt made the establishment of the Western Trade Center.

In the past twenty years, the Chaotianmen market dominated by clothing and small commodities has gradually established its business direction and types in the minds of consumers. It has also become a well-known industrial product wholesale market in the whole country.

But in the trend of market becoming more and more specialized all over the country, the market formed by various formats and owners' spontaneous investment is undergoing further tests in the market economy.

Therefore, it is a new test for the Chaotianmen market to "pform the modern market and realize the gold output in the gold sector".

The Chaotianmen market, which has opened an open road from the old warehouse area, is also seeking a new "gorgeous" turn: constantly improving the market awareness, improving the brand gold content of the market, increasing investment in the hardware and software of the market, and gradually moving from the extensive market to the modern shopping mall.

The reporter saw that the new mode of trading based on display and ordering and placing orders was gradually promoted in the major shopping malls of Chaotianmen market.

Since 2007, the Chaotianmen market management office has started a "focus cultivation" aiming at the shopping centers with strong sense of service, sense of innovation and strong sense of anxiety. It has guided some of the better shopping malls to pform the old stalls into a spacious exhibition room, and gradually develop towards the direction of order pactions, prompting them to change to the new modern market as soon as possible.

For the market that has already formed a "hodgepodge" impression in the minds of consumers, characteristic management, dislocation operation and improving service quality have become the "strong medicine" for Chaotianmen market management office to meet the requirements of modern business.

Emphasis should be laid on the development of characteristics, focusing on developing characteristics, highlighting characteristics and enhancing functions, and actively guiding the market and operators to achieve dislocation management in aspects of format positioning, product style, featured goods, quality service and channel marketing.

At the same time, we should pay attention to making innovations in innovative services, vigorously promote corporatization, strengthen market management, and achieve one-stop services, and overcome the "three now" pactions (i.e. spot, cash and spot), vigorously develop e-commerce, order trade, actively establish commodity display platform, focus on the introduction of famous enterprises and famous brands, enhance brand aggregation and develop brand agency headquarters.

It is worth mentioning that under the environment of upgrading the hardware of the shopping mall to the modern business direction, the business structure of the fifth floor and eighth floor of the SHANGCHU one division has been restructured and reformed. It has been pformed from the small commodity with a low gross output value as the exhibition hall of the high quality luggage and bags with high output value and brand image, which has promoted the output and image of the floor. On the other hand, the small business operators who have moved out have introduced the two floor of the Changde new beauty Commodity City, which has just started business and is still not popular.

At present, the Chaotianmen market has gradually formed the landmark shopping centers with Hong Kong, Chongqing, Saint names, Jin Haiyang, Dasheng, CO Xin and Taicheng as the leading companies. The emerging Chongqing clothing and Changde have gradually become the new force in the Chaotianmen market with good market environment, perfect supporting facilities and unique management style, and they are all concentrated in Shaanxi road and Xinhua Road lots, so that the original market focus of business and storage is pferred to Shaanxi road and Xinhua Road, which is already close to the central area of Monument for Liberation.

To strengthen software construction and build brand strategy, hardware upgrading is only a "watch", and more importantly, software upgrading.

In recent years, the Chaotianmen market has made painstaking efforts to improve service quality and create a "three heart" shopping environment with ease, comfort and worry.

According to the "five products" strategy of building brand market, importing brand merchants, selling brand goods, providing brand services and meeting brand consumption, based on the establishment of sound service mechanism and advance compensation system and 3.15 complaint stations in various shopping malls, new measures such as "one day return system" and "salesperson listing system" for strengthening salesmen management were put forward, which promoted the orderly expansion of the market and the improvement of overall quality.

These service based "connotations" are changing consumers' low-end impression on the wholesale market.

Due to the diversification of investment in Chaotianmen market and the diversification of stakeholders, Chaotianmen market management office must integrate market resources and achieve industry self-discipline in order to create the overall brand image of Chaotianmen market. The Chaotianmen garment processing industry association, the Chao Tian Men market chamber of Commerce and the Chaotianmen market logistics and Transportation Association came into being, which established an effective management platform for Chaotianmen's market organization and management and resource integration, and played a connecting link between the preceding and the following.

In 2004, the Chaotianmen market management office first proposed the "three output" strategic conception of "brand export, management output and commodity export", and set up Chaotianmen sub market in the surrounding provinces and cities of Chongqing, and successfully operated Sichuan Luzhou sub market and Guizhou Zunyi sub market.

At the same time, the Chaotianmen market takes advantage of overall packaging publicity to create brand market, expand influence and promote upgrading.

The Chaotianmen market management office makes full use of various channels and media resources to promote image publicity and brand promotion in the whole market and improve the visibility of the market in the whole country.

In 2007, the Chaotianmen market was appraised as "the ten largest brand market of Chinese textiles and garments" by the World Trade Research Council of the Ministry of Commerce. It was appraised by the professional market alliance of China Textile Association as "the civilized market of the top ten in the whole country" and awarded the "outstanding Contribution Award" in the thirty years of reform and opening up. It was selected by the Chinese Market Association as "the famous public trust market in 2007".

Recently, the Chaotianmen market management office was awarded the "excellent Chinese market management organization" by the China Federation of Commerce.

The trend of China's garment industry pferring from east to West has been emerging two years ago. The abundant resources, broad market and cheap labor force in the western region provide ample development space for the garment industry.

As the bridgehead of the eastern region entering the west, Chongqing has become an important supporting point and undertaking place for the eastern garment enterprises to enter the mainland market.

Under the current global financial crisis, the central government's efforts to stimulate domestic demand will accelerate the pace of China's clothing gradient pfer.

Therefore, for the development of Chongqing's garment industry, the development of Chaotianmen market is not only to strengthen the downstream of the industrial chain, but also will become an important part of the industrial cluster that combines the promotion of the whole industrial chain and the integration of East West production base.

Recently, Chongqing's decision to become the open highland of China's inland areas in the new round of development and the favorable policies of the State Council regarding Chongqing as an inland open demonstration zone and a pilot area for the construction of a modern market system will create great opportunities for the great development of Chaotianmen's market.

In order to meet the needs of development as soon as possible, the Chaotianmen market management office has stepped up contact with some real estate developers, making full use of its land resources in Chongqing County Industrial Park, and plans to build two Chaotianmen garment garment industrial parks with 300 mu and 500 mu respectively. Standardized factories, R & D centers, logistics distribution centers and training centers will be built in the park as the rear base of Chaotianmen market.

At the same time, the Yuzhong district government actively guided the development of Chongqing garment enterprises. In early March of this year, after the strict selection of functional departments stationed, the Chaotianmen Management Office recommended 20 dealers to the "national top 800 gold distributors" sponsored by the China Textile Alliance, including the famous brands such as "Ou Yi Yang" and "Yu Baer".

From the statistics of Chaotianmen garment processing enterprises association, the volume of pactions in 2007 increased by more than half than that in 2006. Besides the surrounding areas such as Chengdu and Guiyang, the radiation area has also been exported to developed areas such as Beijing, Zhengzhou and Urumqi. The wholesalers in the market have been greatly increased, and the "Chongqing style" clothing has quietly risen.

In order to build the Chaotianmen market into a famous international clothing trade city in the upper reaches of the Yangtze River, the head of the Chaotianmen Management Office said that they will continue to strengthen the environmental renovation and construction of the market, borrow some old shopping malls, and build a landmark shopping mall in Chaotianmen, establish various supporting services, build nesting Phoenix, introduce multiple international brands, vigorously develop the building economy, set up a number of small shopping plaza, introduce high-grade catering enterprises into the Chaotianmen market, so as to achieve the Chaotianmen market's functions of leisure, entertainment and shopping.

According to the overall deployment of the Yuzhong district government, the Chaotianmen market will be built as the headquarters of modern commercial distribution centers and famous brands in Western China, and will become the first choice for the eastern garment industry.

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