Humen Garment Industry Embraces The Internet To Create Clothing Brand

Humen: embrace the "Internet +" to reinvigorate the garment industry

After more than 30 years of development, Humen clothing has now become a great reputation both at home and abroad.

The famous Chinese clothing and clothing city is characterized by children's wear and casual wear.

In 2015, Humen was officially named the "national clothing (leisure wear) famous brand creation demonstration zone" by the AQSIQ. It has become the only well-known brand demonstration area in the country.

According to public data, there are more than 2200 garment and apparel production and processing enterprises in Humen, more than 1000 supporting enterprises, and the annual output value exceeds 30 billion yuan.

The market area of clothing and clothing is about 7 square kilometers, with a total operating area of 2 million 510 thousand square meters, and more than 40 professional markets.

In 2014, the added value of clothing industry above designated size was 5 billion yuan, an increase of 13.2%; the annual sales volume of clothing and clothing market in Humen exceeded 60 billion yuan, up 8%.

Facing the increasingly competitive market environment, Humen garment enterprises are facing difficulties and looking for new opportunities in the process of pformation and upgrading of garment industry.

Competitive brand training mechanism is becoming mature.

"As long as we get the recognition of the national well-known trademarks and Chinese brand products, the government will give us corresponding incentives to encourage us to continue to develop."

According to the introduction, Humen has more than 50 thousand registered trademarks of clothing and clothing. It has won 2 well-known trademarks in China and 16 famous brands in Guangdong, including YISHION, tiger, Yi Min, Yi Xun, Song Ying, Yi Yun Er, Wen Qing, Hu Xian, Wen Qi, Sach Bell, three Yuan Yi you and so on.

In May 2014, the Fieree Tiger Icon of Dongguan new tiger Industrial Co., Ltd. was named "China famous trademark". This is the second enterprise that Humen has won the award after "YISHION".

Humen town trust Bureau relevant responsible person said that at present, Humen clothing and apparel industry has formed a relatively mature brand training mode.

Among them, the government and the apparel industry association play a double role.

On the one hand, the apparel industry association is mainly responsible for guiding enterprises to renew their sense of ideas, and encouraging the other enterprises to improve their quality and create excellence through the demonstration of leading enterprises. On the other hand, the government mainly introduces policies to support enterprises to strengthen brand building, and to serve enterprises through building public platforms. At the same time, based on the strong strength of garment industrial clusters, the competitiveness of the whole cluster enterprises is promoted by promoting regional brands.

In fact, as early as 2002, Humen town began to pay attention to the brand training of garment enterprises, and began to implement the brand driving strategy in 2006. It also issued the "Humen town famous brand driving strategy plan", "Humen town enterprise development support fund management method", "Humen town support enterprise implementation plan", "Humen town creative industry special support fund management method", "Humen town enterprise headquarters reward method", "Humen Town Investment Promotion Project Award method", "Humen town science and technology innovation special fund management method" and a series of policies and measures, so as to support clothing and clothing enterprises to build brand and create famous brand.

"As long as we get the recognition of the national well-known trademarks and Chinese brand products, the government will give us corresponding incentives to encourage us to continue to develop."

The owner of a casual clothing enterprise in Humen said that the Humen town government also set up a "three 30 million" special support fund for industrial and technological development, vigorously supporting the development of the local garment industry.

In addition to hosting the annual China (Humen) International Fashion Fair, Humen town also organizes local garment enterprises to hold exhibitions in China's apparel and fashion fair, Hongkong fashion week and other industries to help enterprises expand the market and expand brand awareness, promote the ability of independent innovation of small and medium-sized garment enterprises in Humen, and help enterprises solve a series of common technical problems.

In addition, the official also said that in the future, we will continue to vigorously develop the tradition from three aspects.

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First, seize the "YISHION" brand, give full play to its benchmarking and backbone role in the clothing and apparel industry in Humen, vigorously support a number of leading enterprises in the industry, and cultivate some well-known clothing brands in the country, and strive to have 2 to 3 brands entering the national famous brand names by 2020. About 20 brands have become provincial brand names, and 50 or so regional brands have been striving to build Humen into the regional brand center of the costumes and regional brands of Pearl River Delta, the famous brand name incubator base, the South style clothing weathervane and the trend of casual wear.

The two is to enhance the influence of regional brands in an all-round way.

We should strengthen the overall publicity of regional brands and form a "leisure wear" industrial cluster logo with Humen characteristics.

Through certification, we select a group of enterprises with good quality and fast growing brand, and popularize the "Humen clothing" label and related VI (visual identity system), strengthen the image of Humen clothing in the minds of consumers, realize the convergence development of regional brands and individual brands, and truly enhance the external image of Humen clothing "quality, good brand".

The three is to plan to cooperate with Wanda to build a street of Humen clothing brand in Humen Wanda Plaza, to borrow Wanda Plaza, so that more Humen clothing brands will go to the national market.

"Internet +" embracing e-commerce to promote industrial pformation and upgrading

The development of clothing e-commerce as an important way to boost the pformation and upgrading of garment industry, and strive to accelerate the integration of information technology and clothing and apparel industry development, to create "China clothing and apparel business base.

In the era of rapid development of the Internet, Humen garment enterprises are actively embracing the Internet, promoting the deep integration of "Internet + production", and focusing on creating service platforms such as e-commerce cloud, small and medium enterprise cloud, intelligent manufacturing cloud, and public service cloud.

The government encourages garment enterprises to make full use of new technologies such as mobile Internet, cloud computing, big data and Internet of things to carry out comprehensive innovation in brand management and business mode, and form new competitive advantages to promote the development of garment industry in the direction of networking, digitalization and intelligence.

According to Chen Runlin, deputy director of Commerce Bureau of Humen Town, the positioning of Humen's electricity supplier development is very clear, that is, the development of clothing e-commerce as an important way to boost the pformation and upgrading of the garment industry, and strive to accelerate the integration and development of information technology and clothing and apparel industry, and create "an important base for Chinese clothing and clothing business".

"Since 2013, we have been working with Donghua University to conduct research on the electricity supplier format in Humen."

Chen Runlin introduced, through the investigation and mastery of the situation, Humen has drawn up the "Humen clothing e-commerce development planning", "the implementation of opinions on promoting the development of Humen town e-commerce" and other draft documents, and studied a series of preferential support policies such as special funds, policy declarations, business affairs, financing support, park subsidies and so on, and actively guided the development direction of Humen's e-commerce.

After two years of development, Humen town has formed the main function of Humen clothing Electric Power Industrial Park, with the functions of many industries such as Daying Ying clothing mall, Italian electric power mall and so on, forming a cooperation mechanism of "government guidance dislocation operation and market leading industry chain matching", covering all aspects of comprehensive apparel industry chain, such as comprehensive domestic and foreign trade, professional cross border trade, wholesale and retail of apparel network, import and export of characteristic port goods, clothing and clothing, clothing and accessories, clothing accessories and e-commerce brand incubation.

In March 23rd this year, the Humen electricity supplier association first organized 32 high-quality e-commerce enterprises in the town to join Alibaba in the name of "Humen electricity supplier" to participate in the Alibaba's "fast fashion and fix the future - Quick Book 2015 summer and autumn clothing ordering society", and the exhibition site directly completed more than 9000 orders pactions.

In addition, Humen town actively guides the traditional brand clothing enterprises to develop e-commerce, and actively utilizes the information superiority of the Internet, broadens the brand communication channels of enterprises, and expands the brand influence.

In order to solve the short board problem of traditional clothing enterprises in the development of e-commerce, in 2014, Humen successfully facilitated 8 merchants in the town to introduce the electricity supplier management team into the form of shares, help enterprises to achieve a smooth pition in the pformation period, expand the channels of online sales, and play a good exemplary role in accelerating the pace of Humen's garment enterprises' electricity supplier and constructing a new pattern of good clothing and apparel industry informatization development.

Relying on rich clothing and apparel industry resources, strong customer base, strong solid economic support and superior location traffic, Humen vigorously develops e-commerce.

At present, it has developed into an important base for Chinese clothing and clothing business, an electricity gathering area in Southern China, and an online shopping logistics gathering area in Southern China.

In 2015, Humen was named the "national e-business demonstration base" by the Ministry of Commerce. It became the first national clothing e-commerce demonstration base in China.

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Holding large scale events to promote industrial progress

Through the creation of the "Humen Cup" International Youth Design (women's wear) competition, children's wear online design competition, women's wear online design competition and other creative events, to enhance the brand awareness of "Humen clothing" and the reputation of Humen city.

As we all know, in the clothing industry, creativity is the biggest guarantee for a garment enterprise to stand up in the fierce competition.

At present, Humen garment enterprises begin to pform from imitation to originality, so as to enhance the added value of products.

In order to improve the independent research and development ability of garment enterprises, the Humen town clothing association organized the "Humen Cup" International Youth Design (women's wear) competition, the children's wear online design competition, the women's wear online design competition and other creative events, organized the global textile supply chain conference, the China tourism clothing design contest and other activities to lead the fashion culture trend, enhance the brand awareness of Humen clothing and the reputation of Humen city.

In 2014, the Humen Fashion Fair introduced the concept of "Fashion Week" and renamed it the "nineteenth China (Humen) international garment trade fair and the 2014 Humen Fashion Week". It became an important platform for Humen's clothing and apparel industry to display its own brand and original design, to lead the fashion trend and to promote the exchange and cooperation.

According to the relevant person in charge of the Humen town trust Bureau, there will be about 30 Korean designers making a collective appearance this year.

In addition, in order to better promote the pformation and upgrading of the apparel industry, Humen began to cooperate with the China Textile Industry Federation, the China Textile Information Center, Donghua University, Beijing Institute Of Fashion Technology, Shanghai Maritime Univeristy, Zhejiang Sci-Tech University, New Silk Road, YISHION collection and other units in 2012 to build "Dongguan Humen garment Collaborative Innovation Center" to promote strong industries, high-quality resources, strong combination, superposition of advantages, integration and development, mutual benefit and win-win.

The project will jointly invest 150 million yuan in two levels of Finance and enterprises.

In September 2014, the municipal government agreed to grant 37 million 500 thousand yuan to the Municipal Finance and jointly set up a state.

Humen Pavilion, China Textile Industry Federation testing center Humen laboratory, New Silk Road Fashion publishing center, YISHION group clothing exhibition center, Humen clothing design and research and development center, Humen clothing education demonstration base, Humen electric business industrial park and other ten platforms.

The center has been appraised by the State Ministry of industry and commerce as "the national public service demonstration platform for small and medium-sized enterprises" and recognized by the provincial science and technology department as the "national incubator for science and technology business incubator". It was awarded the 2013 Dongguan Dongguan clothing innovation platform pformation champion.

Quality is from blind high yield to quality.

As Humen garment enterprises began to build their own brands and enhance their own brand value added, Humen garment enterprises began to change from high production to high quality.

In the past, the value added of clothing products exported from Humen was low, and brand awareness was lacking. In the international competition, it still won by volume, and still had a big gap with some famous clothing brands in the world.

However, as Humen garment enterprises began to build their own brands and enhance their own brand value added, Humen garment enterprises began to change from high production to high quality.

In order to encourage garment enterprises to focus on product quality, Humen town government has made a lot of efforts.

First, establish a quality and integrity system for the garment industry.

The "integrity business alliance" was set up in the whole city to organize more than 600 garment enterprises and businesses to join the integrity alliance, and signed the "undertaking of good quality and good faith", and made it known to the public.

The two is to establish a quality analysis report system.

Commissioned by the Dongguan quality inspection center, quarterly inspection and analysis of the quality of the garment industry in the town.

Three is to consolidate the basis of standard certification.

We must encourage and support enterprises to participate in the formulation of standards at all levels in strict accordance with the implementation measures of Dongguan municipality to promote standardization projects.

In December 2014, Humen textile was dominated by China Textile Information Center.

The two national industry standards of China Textile code (cotton part) and China textile fabric code (wool part) prepared by industry associations have been approved by the National Standardization Management Committee.

Four is to enhance the quality management service level.

To promote the industry to adopt excellent quality management methods such as excellent performance and lean production, 17 outstanding performance self-evaluation teachers and 82 chief quality officers have been nurtured.

Enterprises should be encouraged to take advantage of testing resources and strengthen testing to ensure the safety of clothing quality indicators, such as supporting YISHION group to join the city's testing resource alliance to provide inspection services for peripheral enterprises.

We should strengthen the service of intermediary organizations and industries, and help Humen garment industry collaborative innovation center to fully expand the business scope of trade associations such as trade associations and brand associations to provide services for enterprises.

The quality of clothing products in the whole town has been steadily rising. The pass rate in the city's supervision and spot checks has been maintained at over 90%.

Five is to strengthen the quality supervision of clothing business.

The Humen quality supervision department, the Humen electricity supplier Association, the Humen electricity supplier Industrial Park Branch and the China Textile Industry Federation inspection center jointly launched the Humen Electric Power Industrial Park Quality Alliance. A total of more than 100 garment business enterprises signed the "quality commitment agreement" and set up the quality inspection center service point in the industrial park.

Taking the construction of electricity supplier standardization system as the starting point, we encourage garment enterprises to set up service platform for monitoring, diagnosis, performance optimization, maintenance and maintenance to provide support for the development of e-commerce.

From the blind high yield to the pursuit of quality change, the development of Humen's clothing has brought changes and has been recognized by the public at the same time.

In 2013, Humen town was appraised as the national demonstration unit of regional product quality management by China Textile Information Center. In 2013 and 2014, Humen town was awarded the title of "practice demonstration industrial cluster of social responsibility information disclosure of Chinese textile and garment industry" by China Textile Industry Federation.

Upgrade and constantly improve the apparel industry chain

Humen has become the first country in the country, and is the only city in the three fields of women's wear, children's wear and casual wear.

After more than 30 years of development, Humen's clothing business has been derived from a single processing and manufacturing industry, including fabrics, printing and dyeing, and other peripheral industries.

According to the relevant person in charge of the town government, at present, apart from more than 2200 clothing and apparel production and processing enterprises in Humen, there are more than 300 home accessories enterprises, more than 400 logistics, printing and dyeing, embroidery and other supporting enterprises, more than 300 consulting, training, design, planning and other service agencies.

From a single garment factory to a variety of craft plants, Humen

A hundred schools of thought contend.

At the same time, Humen has formed a complete industrial chain that integrates R & D, design, production, sales and services to achieve full link production and sales, and the continuous upgrading of the industrial value chain, so that Humen can truly accomplish everything from cloth to apparel, without going out of Humen.

The upgrading and pformation of the garment industry in Humen has been widely recognized in the industry.

In 2002, by the China Textile Industry Association and the China clothing association as the "Chinese women's clothing town", Humen town was awarded the title of "China's children's clothing town" by the China Textile Industry Federation and the China clothing association in 2013. In 2015, it was officially named the "national clothing (leisure wear) famous brand creation demonstration zone" by the State General Administration of quality supervision and quarantine.

Up to now, Humen has become the first country in the country, and is the only city in the three fields of women's wear, children's wear and casual wear.

In addition, Humen has won the first batch of national textile industry cluster pilot projects, the first batch of national textile model industry clusters, the first batch of China's clothing industry demonstration cluster, the national Torch Plan clothing design and manufacturing industrial base, China's 100 best industrial cluster and many other national honor.

This series of national honor has become the best interpretation of the pformation of the value chain of clothing and apparel industry from low end to high end in Humen.