Humen Promotes Structural Reform Of Supply Side To Enhance Garment Industry Momentum

How to push forward the key task of supply side structural reform? How did it go? How many journalists have visited Humen town recently?

Apparel industry, understand the town's clothing and apparel industry how to accelerate the structural reform of the supply side, and enhance the development momentum of the apparel industry.

After years of development, Humen has formed a large scale industrial cluster, a complete and perfect industrial chain and a mature and developed market system.

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The famous clothing and clothing city featured by casual wear.

At present, the total industrial output value of clothing and apparel industry in Humen is about 40 billion yuan, with annual sales exceeding 80 billion yuan.

The town has more than 2200 clothing and apparel production and processing enterprises, the total production area of 2 million 510 thousand square meters, employing more than 200 thousand people.

At the same time, the development mode of mass production, low added value and low differentiation of traditional clothing industry is facing problems such as weakening of consumption power, pfer of orders, intensified market competition, rising cost of enterprises and pressure of survival.

Reporters learned from the town of Humen that in order to implement the central government's plan to push forward the structural reform of the supply side and help enterprises break through the bottleneck of development and enhance their competitiveness, Humen town has taken measures to actively help enterprises to inventory, reduce costs, shorten the board, cultivate new kinetic energy, and promote enterprises to stabilize their operations, enhance their design, enhance their quality and upgrade their pformation so as to enhance the competitiveness of Humen's clothing and apparel industry.

A. expand trading marketing platform to inventory

"Going stock" is one of the five major tasks of supply side structural reform.

For the problem of "going stock", there is a clothing business owner in Humen town who says frankly that whoever solves the inventory problem will become the master of the channel and who will be able to grow longer in the industry.

"Backlog stocks urgently need a window for external display and sale, which requires greater inventory demand."

Humen town clothing industry insiders told reporters.

The Humen town government has continuously opened up channels for the development of enterprises, providing more channels for the local garment industry and helping enterprises clean up their inventory.

According to the introduction, in order to build a new sales channel, the Humen town government organizes enterprises to participate in the direct picking meeting and Purchasing Association every year. Last year, 8 local enterprises, such as Italian Australia, small wood sprouts and Chu Ge, were organized to participate in the 2015 China (Guangzhou) direct trade fair. Last year, 8 exhibitors sold thousands of garments in two days. 32 enterprises in the town organized 2015 Alibaba summer clothing ordering society, which directly contributed to more than 9000 orders pactions, collecting more than 1000 accurate buyers information, and successfully docking more than 500 agents.

While attending the exhibition, the Humen town government also led enterprises to hold a special sale meeting, and actively directed many brands such as ah Lin, ZIMPLE, kapok road and so on to hold a special sale to help enterprises ease the pressure on inventory.

In addition, Humen town also use discount platform to clean up inventory.

Many garment enterprises have made clear results by means of some special discount platforms, such as "roll net", "discount 800", "discount goods" and so on.

Dongguan Humen clothing and apparel industry association official said, through the above measures, Humen town many enterprises find effective sales channels, reduce enterprise inventory, enhance the ability to deal with the market.

B. reduces costs by new technology and new mode.

In the supply side structural reform, in addition to inventory, reducing costs is also one of the objectives of reform.

The reporter has learned that in recent years, Humen town has accelerated the pformation and upgrading of the garment industry. By guiding enterprises to enhance the level of intelligent production and building "Dongguan Humen garment Collaborative Innovation Center" and other ways, it continuously enhances the production efficiency of enterprises, improves the supporting services of industries, and reduces the production costs of enterprises.

With the strategy of "machine substitution" advancing vigorously in Dongguan, the garment industry of Humen town has consciously joined in. The Humen town government has consciously guided clothing enterprises to introduce intelligent production technology, so as to enhance the competitiveness of enterprises.

Reporters learned from the town of Humen that at present, Humen town encourages enterprises to implement "machine substitution" in the whole town, implement customized production, adopt advanced technologies and advanced and applicable technologies such as 3D clothing design and plate making, and promote the development of high-end and intelligent clothing industry.

For example, enterprises such as YISHION, Qiandao, Codi and so on can effectively improve production efficiency and reduce production cost by using templated production, automatic hanging system and automatic cutting equipment.

At the same time, Humen town is constantly strengthening its R & D capability to enhance its service ability to the garment industry.

At present, Humen town cooperates with Donghua University, Beijing Institute Of Fashion Technology and other institutions to play the exemplary driving effect of Humen garment collaborative innovation center. It has introduced and promoted three dimensional data scanning system, guided enterprises to upgrade equipment and technology, and promoted enterprises to continuously improve their R & D design ability, leading enterprises to seize the high-end links of the industrial chain, and emerge the local high-end brands of women's clothing, such as Qiao Bo and Carmen.

On the twentieth trade fair and the 2015 fashion week in Humen, Humen town and Guangdong garment designers association jointly organized the GFDE (Humen) 2015 designer platform platform docking activities, organized 30 garment designers to connect with Humen garment enterprises, and have achieved initial results.

It is worth mentioning that the Humen clothing Collaborative Innovation Center has created a good industrial culture atmosphere and pushed the industry towards the high end of the value chain.

The collaborative innovation center relies on the two sub centers of the brand creative promotion center and the clothing design and research and development center to provide clothing enterprises with relevant services such as brand promotion, design resources, fashion publishing, model show and so on, and promote the development of brand and diversification of Humen clothing.

Not only that, through the collaborative innovation mechanism of Humen clothing Collaborative Innovation Center, the integration and development of superior industries and high-quality resources can be realized, and Humen town can work together with the China Textile Industry Federation, China Textile Information Center, Donghua University, Beijing Institute Of Fashion Technology, Zhejiang Sci-Tech University, New Silk Road, YISHION group and other units to build the Humen garment Collaborative Innovation Center, to realize the strong combination of superior industries and high-quality resources, to superimpose, merge and develop, win win and win win, and to promote the construction and development of Humen science and technology incubator, to provide new services, innovative models, new culture, new concepts and new ecological environment for enterprises, further improving the supporting ability of industries and reducing the costumes of clothing and apparel enterprises.

In addition to new technologies and service modes, Humen town also tries to find ways to reduce production costs from the sales side.

The specific way is to encourage the establishment of factory (company) outlets, so that goods can be directly oriented to consumers, thereby reducing costs.

At present, many brands such as prayers, Italy, fast fish and so on have set up factory (company) direct selling stores, through direct selling mode, reducing agents and other intermediate links, greatly reducing the operation cost of enterprises.

C. implementation of enterprise training action to optimize production capacity

While reducing the cost of enterprises, while pushing forward the supply side structural reform in Humen, while eliminating backward production capacity and reducing excess capacity, efforts are also being made to increase new capacity, optimize industrial structure, develop headquarters economy, and guide large-scale garment enterprises to become large conglomerates.

Reporters learned that Humen town chose a group of key garment enterprises to support and nurture, forming a group of leading industries, strong core competitiveness and obvious driving effect.

Among them, YISHION headquarters building construction project is one of the typical cases.

YISHION group started from the garment industry in Humen. Now it is a famous clothing brand both at home and abroad. The factory is located in many communities in Humen town. It has always been one of the leading enterprises in Humen town to support and build.

In August 2013, Guo Donglin, chairman of YISHION group, proposed that, because of the scattered layout of the company's factory buildings, it was planned to build headquarters building in the production area of the company, the Huai de community in Humen, so as to facilitate the workshop concentration and expand the scale of production.

The proposal was supported by the two level government of Dongguan and Humen at that time.

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After some preparations, the headquarters building project of YISHION group was successfully landed.

According to the introduction, the planned area of the project is 150 mu, with a total construction area of about 200 thousand square meters, with a planned investment of about 1 billion 200 million yuan.

Major construction projects include group production headquarters, logistics service headquarters, marketing headquarters, product development center, quality inspection center, product inspection center, storage center, logistics center, e-commerce department and other departments.

Humen has always supported the project construction of headquarters building of YISHION group, and promoted the local high-quality industrial enterprises to take root.

While promoting the construction of headquarters building project of YISHION group with a total investment of 1 billion 200 million yuan, it will also play a good role in YISHION's benchmarking and attract more powerful clothing enterprises to build business headquarters in Humen with more preferential policies.

At the same time, Humen town is also actively promoting the construction of clothing famous brand demonstration area, and cooperate with the Municipal Quality Supervision Bureau to strengthen the quality inspection of garment products, and urge the overall improvement of the quality of clothing products.

In 2015, it was recognized by the State General Administration of quality supervision, inspection and quarantine as the first "famous brand building demonstration zone for national clothing (casual wear) industry".

In addition, Humen town also actively accepts the radiation effect of Guangdong free trade area, and actively connects Guangdong with the free trade area.

With the construction of Qianhai and Nansha free trade zones, the opening up of high-end manufacturing industry will be further increased.

Due to the limited area of the FTA, if the headquarters and R & D design of these manufacturing enterprises are put in the FTA, this will provide a good opportunity for Humen to attract high-end manufacturing industries. Humen town uses the FTA to develop dividends to optimize local capacity.

Notes on

Structural changes in supply side bring pattern changes

Innovating marketing mode and cultivating new kinetic energy of industry

The contradictions and problems of imbalance and inconsistency between supply and demand are becoming increasingly prominent, which shows that the adjustment of supply side to demand side changes is obviously lagging behind.

Over the years, the Humen garment industry, which is guided by market wholesale production, is facing the imbalance between supply and demand as the electricity supplier, industrial configuration and order changes.

With the further development of the supply side structural reform in Humen Town, the allocation of key elements of garment industry in Humen town is changing quietly. The innovation of marketing mode has provided new kinetic energy for the local industry.

Combing down, the innovative marketing mode of Humen town is mainly manifested in the following aspects:

First, innovative enterprise marketing mode.

To promote the direct butt of original clothing brands with purchasers, more than 300 professional buyers and more than 300 professional buyers from Guangxi, Guizhou, Fujian, Yunnan, Sichuan and other places are invited to join the docking meeting of new products in 2015 and build the most direct docking platform for purchasers.

The two is the innovative brand operation mode.

At present, many Humen garment enterprises have been seeking breakthroughs in cross-border integration to realize diversified development and pformation and upgrading of enterprises.

If the women's clothing brand ECA used to sell mainly as a physical store, it now works with many cross industry high-end clubs, such as coffee shops, wine industry, shoes and accessories, flowers and other industries to share resources and achieve win-win results.

The JONEAA JEANS brand set up the first cowboy theme living hall in China, and introduced the red wine, steak and other sales items in the living hall. At the same time, it also displayed the brand image of clothing and promoted the sales of clothing.

The three is to explore the use of animation and derivatives as a carrier to promote Humen clothing brand.

Humen town is actively promoting the marriage of clothing and animation culture. The original cartoon "mysterious island", which is based on the clothing industry of Humen, with the clothing brand as the image and the tourist attractions as the background, has been completed and will be broadcast on the major TV stations in the second half of the year.

The four is to develop new e-business.

In recent years, the traditional garment industry in Humen has accelerated the pformation to the electricity supplier. O2O, B2B, B2C, C2B and other businesses have been booming. In 2015, Humen town was recognized by the Ministry of Commerce as the first national clothing e-commerce demonstration base in the country.

According to incomplete statistics, in 2015, the whole town achieved 33 billion 200 million yuan online sales through the third party platform, which is equivalent to 172% of the total retail sales of social consumer goods in the whole year.

Through the above practices, the garment industry of Humen town has opened up a channel for the flow and reconfiguration of industrial elements in the supply side structural reform process, enabling production factors to flow from the inefficient demand to the effective demand domain, from the low end to the middle and high end areas, thereby improving the efficiency of factor allocation and promoting the pformation and upgrading of the apparel industry.