Humen Clothing Raises Wave Of Brand Building

After more than 30 years of rapid development, Humen apparel is changing the format of wholesale business. More and more Humen apparel and apparel industry operators are committed to creating their own brands and set off a new wave of brand building.

At present, Humen clothing and apparel industry has sprung up a series of excellent brands such as YISHION, pine hawk, fox fairy and Zuo Ni, especially the success of YISHION, which has inspired Humen apparel and apparel industry operators to build brand confidence and has made many explorations in building their own brands.

In fact, in encouraging the Humen clothing and clothing enterprises to build their own brands, Humen town government has spared no effort, and has won a heavy reward for the enterprises that won the Chinese famous brand products. In 2003, it won the "million dollar" reward for the enterprises.

Driven by the visible hand of the government and the rapid changes in the market, more and more apparel and apparel industry operators have stepped out of the wholesale stalls and embarked on the road to create their own brand stores.

In 2014, the Humen Town Committee and the town government promulgated the policy of promoting clothing and apparel enterprises to "pform enterprises to small businesses", encourage more enterprises to become bigger and stronger policies, vigorously promote the pformation of clothing and apparel industry, and rely on low cost and low price to achieve a large sales volume mode of operation, so that the clothing and apparel industry in Humen can continuously upgrade the technology, quality, brand and added value of the whole industry, and guide the pformation of clothing and apparel industry to original design, independent brand and fashion source, and achieved remarkable results.

From wholesale to franchised stores

Throughout the development of Humen's clothing and apparel industry, its experience can be summarized from scratch, from tradition to modernity, from scale to branding.

The early manufacturing cost and the low cost of the style make Humen a wholesale city, but with the awakening of consumers' awareness of brand awareness, Humen clothing and clothing are also facing the pressure to pform to modern branding.

Recalling the establishment and development process of Humen fair, it has also changed from a single exhibition platform to a fashion industry gathering featuring fashion publishing, brand presentation and industry forums.

The inherent logic of its development is the conscious action of Humen's clothing industry to upgrade its own brand and original design.

Reviewing the fate of the first Trade Fair exhibitors, the only thing to be sure is that they have made progress in their own brand layout and become the best in Humen's clothing and apparel industry.

The manager of the Humen clothing and apparel industry told reporters that the beginning of Humen's clothing and clothing is irrelevant to the brand. The garments made in Hongkong attract the attention of businessmen from all walks of life with their new styles. The stalls sold with them are sold only for imitation of the brand. The scale, the low price and the style are the driving force for the initial development of Humen's clothing and accessories. Based on this, Humen has formed a well-known wholesale clothing market at home and abroad.

However, such a development path relying on the wholesale market is highly vulnerable to the impact of external market changes. On the one hand, wholesale markets springing up everywhere occupy the original share of wholesale in Humen. On the other hand, with the continuous increase of labor and raw materials, clothing and apparel manufacturers without any brand value added can not keep up with them and fall into difficulties in operation.

In such a case, the stall owners of Humen wholesale stalls felt strongly for two times: once before and after the financial crisis in Southeast Asia in 1997, the export market was shrunk, the wholesale market was once cold, and the other was the global financial crisis in 2008. The traditional clothing and accessories industry in Humen had been shocked, adding the process of garment industry to electricity supplier, and the physical stall business was becoming increasingly difficult.

However, it is precisely because

The process of brand building has been spawned.

In 1999, YISHION withdrew from the wholesale market, abandoning wholesale business and turning to building a brand monopoly road.

Today, YISHION stores across the country illustrate the foresight and correctness of the decision at that time.

YISHION's success has encouraged a group of enterprises to gradually embark on the journey of brand building, sell products through self construction or affiliate form, gradually get rid of the wholesale market selling format, and gradually form their own brands through the establishment of design teams and brand management. Among them, loose Eagle Men's clothing has gradually launched golf series clothing and custom clothes business, and has achieved good results.

The practice of brand building has achieved obvious results.

Data show that in 2014, the town of Humen was incorporated into the statistical caliber of Dongguan, a total of 75 clothing and apparel production enterprises, an increase of 21 compared to 2013; 39 clothing and apparel enterprises have been included in the statistical statistics for 3 consecutive years, and the total industrial value of 14 enterprises has increased by more than 10%.

Humen town has been examined and approved by the State Administration of quality supervision and quarantine, through the preparation of the "national clothing (casual wear) well-known brand demonstration zone".

February 2014, Humen

The cluster is recognized by the Guangdong provincial economic and Information Commission as the "Guangdong leisure clothing international sourcing center".

In 2014, Fieree tiger and icons of new tiger Industrial Co., Ltd. were named "China famous trademarks" and became the second trademarks of Guangdong footwear trademark relay BELLE.

By the end of 2012, the Humen garment technology innovation center was recognized by the Ministry of industry and information technology as the second batch of "national public service demonstration platform for small and medium enterprises".

In February 2013, it was appraised by the Guangdong provincial science and technology office as "national incubator of science and technology business incubator".

In January 2014, Humen town was evaluated by the Dongguan municipal Party committee and the municipal government as the "singles champion" of the 2013 Dongguan fashion innovation platform pformation.

As of the end of September 2014, the Humen clothing Collaborative Innovation Center has landed 10 major public service platform projects.

The construction of a series of public service platforms has been put into use. It has provided public services for Humen clothing and apparel enterprises with perfect R & D design, quality inspection, personnel training, information consultation, exhibition and logistics, financing services, and so on, to provide strong impetus for leading the Humen clothing and apparel industry to the high-end development.

Take the Humen branch of the national textile fabric Museum as an example. The museum is located on the 22 floor of Fumin business center, Humen, covering an area of 469 square meters. There are 68 showcases of samples and 100 thousand samples. There are 62 sample files and 300 thousand samples.

Customers can use the high-definition touch screen TEXN fabric inquiry system in the reception hall to meet users' requirements for searching fabrics from many angles such as raw materials, specifications, functions, touch, flower patterns, suppliers and so on. It is an important way for buyers and Brand Company to collect fabric information and supplier resources.

"Once an enterprise looks at what material, it only needs to click on it to find detailed information about the fabric production enterprise, which can help the enterprise find the fabric quickly."

The head of the Humen branch of the national textile fabric museum said that the fabric museum can also provide the latest fabric information, which greatly helps the development of Humen garment enterprises.

The Humen Laboratory of the China Textile Industry Federation testing center provides a quick inspection report for local enterprises in Humen, which is more convenient than the enterprise to send samples to the foreign laboratories. It saves three days, and can help enterprises get reports in the near future and reduce the cost of testing.

"Upgrading the service industry and other supporting industries with the pformation and upgrading of the clothing and apparel industry, promoting the adjustment and layout of the entire industrial structure, and promoting the healthy and orderly development of Humen's economy."

Humen town responsible person said that Humen will help Humen garment enterprises to brand building and enhance cultural connotation as the focal point, to strengthen Humen's urban cultural brand remodeling, to achieve linkage effect.

The person in charge said that with the growing maturity and increasing number of clothing brands in Humen, Humen will become a real "fashion city". Humen will become a commercial city with a market capacity and influence far beyond the present, leading position, assembling many independent original brands, walking in the forefront of fashion, and having the right to speak and price determination in the industry.