Humen: Brand Incubation Is On The "Net Red" Economy.

Humen, the first street in the world, has been more than just a boost from the government and industry associations.

Capital.

From clothing

Production, brand incubation, clothing

The development of industrial clusters has been innovating to the cross-border activities of clothing. Humen has constantly created a classic and "live" a new machine.

Regional innovation, bet business

Perhaps no one had ever thought that when the Humen town established the first town E-Commerce Association in November 2012, the express industry relying on the survival of Humen clothing business could occupy half of Dongguan.

In just two years, Humen's annual express delivery volume has reached 263 million votes, and the average daily e-commerce delivery volume is nearly 720 thousand, accounting for 50% of the city's express delivery volume. It has become the Southern China online shopping logistics gathering area.

The clothing business is attacked by an irresistible posture.

In recent years, Humen has taken the development of e-commerce as an important starting point to pform the mode of economic development and speed up pformation and upgrading. It has promoted the integration of information technology and industrialization, and pushed the traditional market and e-commerce to go hand in hand. It has become an important base for Chinese clothing and apparel business.

Clothing e-commerce has played an important role in the development of Humen's industry. It has become a new pillar industry, showing the advantages of large scale, strong momentum, high market maturity and obvious cluster effect.

Regional innovation system, as the key node of the new value chain cycle, can incubate more high-end brands recognized by the market based on industrial clusters?

Is it possible to form a more specialized division of labor in the market and get rid of the predicament of the pformation and upgrading of the garment industry? Humen has been pushed forward by the flood of the times and has given the answer to "speed up the Internet".

"1+N" pattern condenses industrial strength

As a pioneer of clothing business, Humen's e-commerce has been developing well in recent two years.

It is understood that at present, the town of Humen has formed the "1+N" electricity industry gathering pattern with the Humen garment Electric Industrial Park as the leader and the "1+N" electricity supplier industrial cluster supporting the textile clothing industry chain with the big Ying clothing electric mall, the Italian law mall, the Humen cross border electricity supplier park, the Yulong small commodity electric mall, the the Yellow River fashion city, the Baitai international electricity mart and the customer world international accessories city.

The existing 9 electricity supplier industrial parks have a total construction area of more than 280 thousand square meters, and more than 3000 enterprises have settled or signed up.

According to incomplete statistics, in 2015, the whole town of Humen realized the online sales of 33 billion 200 million yuan through the third party platform, which is equivalent to 172% of the total retail sales of social consumer goods throughout the whole year, especially the B2B mode of clothing wholesale market is in the ascendant.

For example, the Da Ying clothing electric store based on the wholesale of traditional clothing, innovating the development of network wholesale, Taobao supply, and a fashion sales mode. Now it has become the largest network clothing supply center in Dongguan, with the supply volume of 3 billion 200 million yuan last year.

In March this year, the Dongguan B2B business ecosystem summit, Qu Hongqi, deputy secretary and mayor of Humen Town Committee, said that 2016 is the key year for Humen to accelerate the development of e-commerce economy and create new economic engine.

Humen town will continue to attract more excellent e-commerce providers and third party service resources to Humen, in addition to continuing to strengthen linkage and cooperation with well-known Alibaba and the top 100 Internet companies.

At the same time, we should strive to build Humen into a leading e-commerce district with characteristics of international competitiveness and regional radiation.

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By 2017, the rate of popularization of e-commerce and modern information services in garment enterprises above Designated Size in Humen will be increased to 100%, and more than 10 Online famous brands with sales exceeding 1 billion yuan will be created, and the total volume of clothing e-commerce pactions will exceed 50 billion yuan.

By 2019, the garment industry e-commerce system covering the whole garment industry chain has been basically formed, and the layout of the national core cities of Humen garment e-commerce and brand has been completed. A better e-commerce policy and standard system has been formed and the management system and mechanism suitable for the development of apparel e-commerce have been optimized.

If we say that vigorously developing the Internet economy is the first innovation and upgrading of Humen's garment industry cluster, then the "Internet plus" era is the focus of Humen's two innovation and upgrading.

In the past, garment factories in Humen mainly provided processing services for large garment enterprises, and their innovation level lagged behind.

With the rising cost of raw materials and labor and fierce competition in the market, brand building is an important way for Humen garment enterprises to find a way out.

Today, relying on the rich resources of clothing and apparel industry, strong customer base and strong solid economic support, Humen town vigorously develops the clothing electricity supplier by taking the clothing industry e-commerce research and development center as the starting point. More than 8000 enterprises and self-employed households are engaged in e-commerce, and about 90% of them are engaged in clothing and apparel industry.

With the maturity of brand incubation and the successful growth of a number of growing clothing brands, Humen garment enterprises actively explore channels, actively join the electricity supplier team, and introduce "Internet + clothing" live water in such a big environment.

The advantage of Humen's electricity providers is that they sell not only online wholesale clothing, but also all aspects of the apparel and apparel industry chain, including garment accessories and accessories, e-commerce brand incubation, and so on.

In the future, Humen will also implement the "five 100" e-commerce brand cultivation project, and strive to cultivate a number of influential brand of e-commerce, and strive to build an e-commerce brand cluster with Humen characteristics.

Brand incubator catch up with "net red" economy

In May 18th, the electronic commerce public service center of Humen was built by the Dongguan electricity supplier Association.

"Humen has a complete chain of garment industry, and the Humen electricity supplier Industrial Park is also relatively mature. Based on these two points, we choose the first public service platform of Guangdong Province in the establishment of alliance system in Dongguan Humen.

Zhang Tiezhu, chairman of the China e-commerce public service alliance, said the Dongguan e-commerce public service center was the first public service platform established by the alliance in Guangdong province.

At present, the electronic commerce public service center alliance has established more than 170 electricity supplier service platforms in the whole country, these platforms can realize the sharing of resources through the Internet.

With the Dongguan electronic commerce public service center settled in Humen, a "1840 electricity supplier public photography base service platform" pformed from the abandoned rooftop has been officially launched, providing a more complete industrial chain service for Dongguan's e-commerce and boosting the development of Dongguan's e-commerce business.

The center will serve as a window for external publicity and promotion of e-commerce in Dongguan. It will provide policy guidance, talent service, business incubation, data analysis and other "one-stop" services for the city's e-commerce enterprises.

1840 the photography base is the benchmarking service platform of Dongguan electronic commerce public service center. It is located on the 6 floor of the Humen electricity supplier Industrial Park, built on the rooftop roof, including two buildings, and the middle is connected by beams.

The base has planned two indoor and outdoor scenes, covering an area of 3800 square meters, including hundreds of popular fashion shooting scenes including zebra crossing, cafes, telephone kiosks, wooden planks, grasslands and so on, including the European and American winds, the Japanese and Japanese wind, the simple wind, the court wind and the Retro wind, etc., which can meet the different needs of the electricity supplier enterprises.

"The Humen electricity supplier develops rapidly, but lacks the local fashion, the trend shooting scene, the customer demand is very big, the big company often takes the product to Guangzhou and Shenzhen to shoot, we want to retain these customers."

Zhu Huizhou, the head of the base, said that there are more than 100 photographic companies in Humen. The base has reached an agreement with the 50~60 family, providing a series of services such as static photography, modeling, makeup and so on for the electricity supplier enterprises.

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Zhu Huizhou said that in order to cater to the changing trend of fashion, the photography base plans to replace some scenes every six months.

With this platform, Dongguan e-commerce in the future to take new products to shoot tall model shows, no longer run to Shenzhen in Guangzhou.

As an important supporting platform for the public service center of Dongguan electricity supplier, the potential service objects of the photography base are not only 2 garment enterprises around Humen, and 1 thousand clothing business enterprises, but also the Dongguan regional clothing and footwear industry, such as Houjie shoes industry, Da Long Mao weaving, Shilong dress, tea mountain children's clothing, etc.

It can be said that the 1840 photography base has become the matchmaker between Humen's clothing brand incubation and the huge "net red" economy.

Humen is the pioneer of reform and opening up, and the industrial and commercial area of the Pearl River Delta. The development of clothing e-commerce will be an important way to pform the economic development mode and boost the pformation and upgrading of the garment industry. We should strive to accelerate the integration and development of information technology and clothing and apparel industry, and strive to form a development mode of network platform and spot market binding interaction, electronic pactions and traditional pactions, and the virtual market and the physical market coordinated development, and accelerate the construction of the national e-business demonstration base, which will have an important exemplary significance and strong leading role for the development of other regions and other industries in the country.