China International Clothing And Accessories Fair 2016 (CHIC Autumn) Exclusive Interview With Pinghu Apparel Industry

On October 2016 11-13, the China International Clothing and Accessories Fair (CHIC autumn) was held at the National Convention and Exhibition Center (Shanghai).

During this period, Wu Jian, chairman of the clothing culture creative park management committee (City garment industry design base), interviewed.

Reporter: please give a brief introduction to the clothing industry in Pinghu.

Wu Dong: we Pinghu

The industry started in the 20 century 80s. After 30 years of development, the clothing industry has become the industry.

The characteristic competitive industries of the City show the characteristics of high industry concentration, distinctive industrial characteristics, strong ability to earn foreign exchange through export, large number of backbone enterprises and strong development vitality.

At present, there are 126 garment enterprises above Designated Size, with an annual output value of nearly 15 billion yuan, and direct exports totaling more than 1 billion dollars.

It has been awarded the title of "China's export garment manufacturing city", "China's clothing pnational procurement industry base" and "China's clothing industry demonstration cluster".

For a long time, Pinghu's clothing industry is mainly export processing, with emphasis on production technology and brand quality. Garment enterprises have strong manufacturing capabilities, and have established long-term cooperative production business with more than 100 famous international brands including NIKE, REEBOK, ARMANI, NORTHFACE and UNIQLO.

In recent years, under the wave of industrial economic pformation and upgrading, through the government's strong guidance and enterprise's own efforts, a number of well-known enterprises and independent brands have emerged in our city, such as the "ijialin" children's clothing, the "Yi Jia" outdoor sportswear, the "Lai Lai Ya" Boutique Dress, and the products of Zhi, Li Ma, Jack Faye Ray, LIN, clothing, Tevens, tau, Yi Lu, Yasili, and so on. Most of them will participate in CHIC.

Moreover, the unified organization of the Pinghu municipal government and the concentrated gathering of participants have effectively enhanced the overall image of Pinghu's apparel industry cluster.

Reporter: consumption change accelerates market competition. Most enterprises accelerate the reform and innovation in such an environment.

May I ask what highlights of Pinghu's clothing industry can cope with fierce market competition? (from brand culture, design style, R & D, intelligent manufacturing, marketing mode and so on)

Wu Dong: the garment industry in our city is accelerating the market competition under the environment of consumption change, and the share of ODM (design and manufacture) and OBM (brand manufacturing) has been increasing. It has gradually formed a diversified production mode coexisting with OEM (OEM), ODM (design and manufacture) and OBM (brand manufacturing).

There are five main highlights.

First, production and processing capacity has been continuously strengthened.

Over the years, our garment enterprises have been focusing on international brand clothing OEM processing, actively introducing foreign capital, advanced technology and management experience, and constantly improving production and management level.

It owns a number of leading enterprises such as Pinghu Hua Cheng Mao Lu garment making Co., Ltd., Mo Hua Hua Industrial (Group) Co., Ltd., Zhejiang companion industrial Limited by Share Ltd, Zhejiang Desheng Industrial Limited by Share Ltd, Jiaxing Guangzhou Yue Garment Co., Ltd.

Two, business models are constantly innovating.

Some enterprises in our city strive to explore and innovate the production, management and marketing mode, and go out of a road of specialization and specialization.

Such as the "cultural and creative" mode: according to the introduction of the Nordic COSPLAY dress culture by Eve, the "Yi Jialin happy dream workshop", which combines the experience of play culture with product creativity, display and service, has opened up new ideas for the retail pformation of Chinese children's clothing and won the Title of the provincial industrial tourism demonstration spot in 2015, and has won the "China's top ten children's wear brands" and "the most innovative cultural Award for Chinese children's wear" this year.

"Cross border integration" mode: isjia has formed an advantage in the development of outdoor apparel products and related product development. It combines functional clothing with sports, sports and tourism, and has begun to expand product intelligence, research and design "new intelligent smart clothing" and "nano carbon film superconducting heating clothing". It has 12 Direct stores and more than 180 franchises in China, and signed a comprehensive strategic cooperation agreement with the 153 stores in East China's East China region this year to carry out deep cooperation.

Specially set up "life experience Museum" and "outdoor Sporting Club Hotel", opening up outdoor sports brand.

"ODM (design and manufacture)" mode: Fei Ling Fei Xun becomes a supplier of down garment solutions. It provides all-around clothes from design, fabric, proofing, brand operation and so on. It is the designated ODM dealer of domestic brands including seven wolves, Luo Meng, Semir, Tonlion, La summer bell, Mark Ed Faye and red bean.

"Net red marketing" mode: LIN Limited clothing mainly rely on e-commerce, through the "limited customization + net red effect + fans marketing" marketing mode, accelerate the development of consumer group members, has about 3000000 fans, realize the development of electric business and fashion creativity and innovation, entrepreneurship all the way.

Meanwhile, Alibaba, Pinghu industrial belt and Alibaba cross border e-commerce service center are running well, with nearly 1000 enterprises.

The two major electricity suppliers set up a modern e-commerce trading platform, providing a comprehensive solution for Pinghu enterprises on the domestic and foreign trade online channels, forming a regional brand marketing network.

Three, the effectiveness of platform construction is obvious.

Pinghu clothing culture and creative park has been awarded the honorary title of the provincial industrial design center, the provincial small business pioneering demonstration base, and the Jiaxing Cultural Industry Park, and has become the main platform for the pformation and upgrading of the garment industry in our city.

Pinghu China Garment City has a good momentum of development and has become the regional brand clothing distribution center and the local independent brand exhibition center.

Pinghu brand clothing Pioneer Park has made a good planning orientation, and has been trying hard to build a garment industrial park that integrates entrepreneurial innovation, brand promotion, culture and art, display trade and tourism shopping together to create a fashion town and a fashion industrial park.

Four, the government's support is increasing.

Our city specially formulated (Ping Zheng Fa [45]), "the notice of the Pinghu Municipal People's Government on Issuing further support for the promotion and implementation of the brand building of garment enterprises". The 8 brands of clothing enterprises were included in the key support projects for brand promotion, and the policy support for the brand building and promotion of garment enterprises was increased. In 2016, the city's policy was combed and integrated, and the policy of promoting economic pformation, upgrading, innovation and development of Pinghu was formulated. (), among them, there are related support policies for garment enterprises such as "space exchange", "machine replacement", "electricity exchange for market", "two integration", brand building and promotion, R & D design center construction, and enterprise scale. In 2015,

The five is the rich and colorful activities.

Our city has held 4 consecutive clothing Expo and costume design competitions, including group exhibitions, holding the docking of design institutes and local enterprises, fashion week series activities (design competition, famous designer's new products distribution and forum, brand apparel online and offline joint exhibition, youth online model competition, etc.).

This year's fashion design competition has just ended, attracting 532 teams from all over the world, including Greece, Britain, South Korea and Hongkong.

Bai Ziyu, the co designer of Gala Fashion Co. Ltd., won the Gold Award.

Reporter: your cluster is exhibiting CHIC2016 autumn exhibition, what kind of business effect do you want to achieve?

Wu Dong: our exhibitors include intelligent technology, ODM, fashion ladies, men's wear, charming children's wear, modern denim, warm feather and so on. It basically covers all kinds of clothing in Pinghu.

On the CHIC platform, we hope that the independent brand clothing enterprises can establish cooperative relations with famous brand operation, marketing channels and internal and foreign trade service companies at home and abroad, upgrade their own brands and create famous brands both at home and abroad. On the other hand, OEM and ODM clothing enterprises can build cooperative relations between domestic and foreign well-known brands and fashion design companies, receive large orders and increase output value.

At the same time, we hope to establish cooperative relations with all kinds of institutions of higher learning, scientific research institutions and major media platforms, promote the in-depth development of industry, University and research, and expand the influence of Pinghu clothing.

Reporter:

Compared to the spring exhibition, we pay more attention to the integration of supply chain. What are your requirements or suggestions on supply chain optimization?

Wu Dong: the supply chain of the clothing industry is mainly the surface accessories. The development of fashion innovation and fashion trend mainly depends on the development and innovation of new surface accessories.

Pinghu garment enterprises have a relatively large demand for accessories such as feather, outdoor, men's and women's clothing and children's clothing.

Through the CHIC platform, we can explore the latest trend of surface accessories, and establish cooperation with Jiangsu, Shengze, Shaoxing, Keqiao and other large surface accessories market and accessories suppliers to accelerate the metabolism of garment industry.

As a public service platform, clothing culture and creative garden can establish various forms of cooperation with suppliers of accessories and accessories, so as to achieve precise docking between supply and demand.

At the same time, effective supply chain management can reduce the total cost of enterprises by about 20%, and the delivery rate of nodes on the supply chain can be increased by more than 15%, and the cycle time of ordering to production will be reduced by 20% to 30%, so that enterprises can obtain and maintain a stable and lasting competitive advantage.

We actively promote the application of "Internet +" in the various links of the apparel industry supply chain, and promote the establishment of a joint inventory management mode of balance and risk sharing in the upstream and downstream of the supply chain, so as to enhance the fast reaction ability of the garment enterprises and improve the efficiency and effectiveness of the operation of the garment enterprises.

Finally, we suggest that the CHIC platform can fully integrate the supply market of surface and auxiliary materials, optimize the supply chain, provide a display platform for the surface accessories suppliers, and do well the "matchmaker" of garment enterprises and accessories suppliers.