Guangzhou'S Garment Industry Has Been Racing For Ten Years With Tmall 11.

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Ten years of Carnival witnessed the towering progress of countless industries.

As the only commercial city in the world, Guangzhou has many industries that make its residents live on their own.

Automobile manufacturing, petrochemical, electronic products, trade and exhibition, financial insurance and other industrial clusters, like pearls, are inlaid on both sides of the Pearl River to become the driving force for Guangzhou's economic development.

The clothing industry, which ranks first in "clothing, food and shelter", can serve as a representative industry to witness the history of Guangzhou's development.

As an important source of China's fashion industry, Guangzhou has a complete ecological chain of fashion industry.

In the old photos, the clothing industry women workers sitting in front of the sewing machine, and out of the dense stitched pictures, became an unforgettable sight in the reform and opening up. Now, the rush porters in the clothing market can still remind people of the clothes workers in the villages at the beginning, how to build a fashion capital with their bicycles, motorcycles and vans.

Today, Guangzhou is the largest in the world.

The market is also China's largest garment export market.

In the ten years of Tmall's double 11 step forward, Guangzhou's garment industry has gone through several changes and gradually matured along with its experience.

2009 garment industry's first electric shock double 11

"Where is Taobao? Is it a province?" in 2008, Liu Xiaoping, vice president of the south of the Five Ridges electricity supplier Industrial Park, the founder and chairman of riddle show, arrived at the thirteen line of Guangzhou.

2008 is a very unusual year in the history of the development of China's garment industry, and the development of the industry has entered a new historical stage.

Affected by the financial turmoil, the weak demand in the international market in 2008 led to a decline in the growth rate of China's textile and garment exports, a two digit growth since 2005.

In such a severe environment of high labor costs and rising prices of raw materials, the garment industry has to move from scale expansion to adjustment and upgrading from a big country to a powerful country.

In April of that year, Ali also set up B2C brand Taobao mall on the basis of Taobao.

To catch up with the decline of foreign trade business and the sprout of electric business, Fang Jianhua, who has been a foreign trade for ten years, has registered the main brand of cotton and linen style "Yin man", which is wholesale and Taobao shop in Guangzhou.

"With the rise of the Internet, brand awareness is on the rise.

At that time, they sold from the thirteen lines, the white horse and other clothing markets wholesale, and there was no brand awareness.

In 2008, brand awareness was awakened.

Fang Jianhua said, "I want to be my own brand", which has revolutionized the industry.

In 2009, the first "double 11" appeared, and the responsible person was Zhang Yong, the father of double 11.

The original idea of "double 11" is "let consumers play a good game once a year". In November, it was because autumn was winter, people need to buy more things, and this month does not conflict with national day and Christmas.

The first "double 11" of the company has only 27 brands. The highest sales record for a single store is 5 million yuan for JACK&JONES.

In 2010, as a native Internet brand, Yin man also participated in the double 11 for the first time this year.

Fang Jianhua and Taobao communicate with the number of sales, because at that time, the sales volume of twenty thousand or thirty thousand was RMB, and Fang Jianhua was expected to sell 500 thousand yuan in sales. However, under the suggestion of Taobao, Fang Jianhua's idea was "1 million bar, hard work", which resulted in 6 million 800 thousand yuan sales.

Oversold is very serious, and its inventory, customer service and backstage software are almost collapsed.

Fang Jianhua recalled the situation of calling the client to apologize in person, saying, "that was the most difficult year we had had."

No matter how hard it began, the double 11 Shopping Festival in 2009 became the beginning of China's B2C.

Since then, the "double 11" has surged to 936 million yuan in 2010, and more and more people know that Taobao mall, a traditional business that takes a wait-and-see attitude, has since gone to the sea.

It can be said that the "double 11" has opened up the new road of Guangzhou's garment industry.

[B] 2011 - 2013: sprout

Attach importance to brand and quality, rise of Internet brand

In 2011, many famous brands were embarrassed by the "quality gate" and "drug related door". The Chinese garment industry experienced "labor shortage", "high cost", "order shortage" and "high inventory".

How to sell more? "Double 11" gives the platform.

"Riddle show took part in the first double 11 in 2011, when Tmall invited us."

Liu Xiaoping told reporters that the riddle was simply stocking and making some discounts, but unexpectedly the turnover reached 1 million 500 thousand.

In 2011, the mystery show had only ten customer service, and all day long Wangwang news was already full.

"Fortunately, in 2011, Taobao mall did not stipulate the rules for merchants to deliver goods within seven days, so in the same year, nearly 11 days after delivery of all the goods in double 11, all shipments were completed."

In 2011, the scale of China's clothing retail market was 14370 billion yuan, of which clothing online shopping scale was 204 billion 900 million yuan, and its penetration rate was 14.3%.

Double 11 is to let countless costumes see hope.

In January 11, 2012, Zhang Yong chose to rename the "Taobao mall" at the 11:11 of the day to "Tmall", highlighting the characteristics of "fashion, sexy, fashion and quality".

Tmall said: "cats are naturally choosy, picky, fussy, and picky. Are these the quality cities that Tmall is trying to build?"

According to Qu Jing, vice president of Hui Mei Group, the "double 11" atmosphere in the past few years is not as grand as it is now. "Everyone is just following the footsteps of Alibaba, and is not very active in preparing for such a holiday."

Along with China's garment industry's progress, 5 billion 300 million yuan, 19 billion 100 million yuan, and 35 billion yuan are the turnover of 11 in 2011, 2012 and 2013.

The number of exploding figures makes businessmen pay attention to this festival.

"Since 2013, many businesses have begun to take the initiative to prepare for war."

Liu Xiaoping said that in this year's double 11, the riddle show has been prepared for two months ahead of schedule, and it is also a double 11 in this year.

Tmall double 11 has widened the sales channels, so that more clothing people can have the strength to make brand carefully.

In 2009, the group's brands entered Tmall flagship store, and joined the "double 11" for the first time in 2011.

In terms of costume design style and inspiration, in 2013, the film pioneered the avant-garde concept hall "shadow art space", and joined artists across the border to inject artistic life into the brand.

[C] 2014 - 2015: Youth

Tmall double 11 helps diversity ecosystem emerge

After 2013,

Gradually, the new demand began to appear again.

"I started making women's clothing in 2015. At that time, the development of electronic commerce has been very prosperous. For example, there are millions of products in Taobao Tmall women's clothing category, but there are few real featured and high quality products."

As a clothing store specializing in Hanfu, "Shan colored" has its own originality and style. After 90 years, shopkeeper Shu ran believes that Taobao has a strong price of homogenization. The price war has really activated the market and users, enriched the category structure of clothing products, and cultivated the consumption habits. Ultimately, the best brands that can develop well are brand names.

"I think the premise of a good brand is not to follow blindly, but to have its own unique style."

"Shan colored" shopkeeper Shu ran believes that the original design is the core competitiveness of the shop, so the development of Tmall double 11 will be twice as large as the usual monthly design.

Yin man's "cotton hemp" brand positioning, also adapted to the "unique" new selling point.

"At the very beginning, we positioned ourselves as a" cotton and flax artist ". It was very difficult at the beginning, but later, we had a distinctive original and differentiated orientation to let Yin man stand out.

Qu Jing said that today's brand needs to rely on the product itself to carry out fission and innovation in addition to the product foundation.

Starting from a clear positioning, multiple brands are extended in many dimensions.

With 90's entry into the clothing industry, 2014's "double 11" is the first outbreak of mobile business.

Double 11 turnover is 57 billion 100 million yuan, of which wireless pactions 24 billion 300 million yuan, accounting for 42.6%.

Then in 2015, the Internet was born with a new popular word "Internet +".

"The trend of the electricity supplier is certain. How did I understand the electricity supplier? It is also a sales channel, but it can serve the whole China online, and even serve the whole world."

Fashion fashion men's clothing brand kikc official told reporters that the real advantage of electric business is marginal cost advantage, can serve more people, there is no boundary line.

In 2015, kikc joined the double 11, and the sales volume was 1 million yuan. Although it was small data compared to his six hundred million or seven hundred million yuan, the person in charge felt that it could be regarded as a business.

Kikc was stationed in Tmall store in 2015.

"Consumers are becoming more rational, and word of mouth plays a more important role."

From the first day of Kai Tian cat store, the person in charge of kikc said, at that time, he told employees that he had to do basic skills, such as page, vision and sale. Now, the comprehensive score of kikc Tmall store 4.99 is much higher than the average score.

"We must have a unique place in our own business to survive," he said. "It may be brand packaging, marketing, products, or terminal revenue management, operation management, or consumer insight. But you must have your own strengths. If you have one or two strengths, you may live."

[D] 2016 -2017: blooming

Online and offline convergence, net red economy coming

120 billion 700 million yuan. In 2016, the Tmall double 11 global carnival was finally settled. The most important clothing sector is amazing performance. According to relevant data, the amount of consumer spending on shoes and bags on the day was 28.5%, ranking the highest among all commodity categories. UNIQLO spent 2 minutes and 53 seconds to break through billion yuan, creating another record.

The era of "big and full" garment industry has passed, and the production of highly personalized products is made in China.

Enter the shuffle period.

In this market environment, the Internet and big data will replace the traditional closed manufacturing system, making it possible to accurately link consumer demand.

"Today, the whole clothing brand industry has become an interaction with consumers, not unilaterally, but we need to understand what consumers like and what they advocate.

The age of consumers is changing, and younger consumers will, in turn, input their opinions to the brand, become a consumer oriented brand trend, and adjust the brand according to consumers.

Qu Jing said.

In 2015, Tmall double 11 regress with the offline linkage.

In July, the EMMAN parent company Hui Mei group moved from the line to the line and launched the "Yin man + thousand city million shop" plan.

The natural integration of brand style and life concept into the consumer scene has enhanced the benign interaction between the enterprise and the consumers (fans).

In 2016, Alibaba Group founder Ma Yun formally put forward the concept of new retail.

In 2016, Tmall's double 11, online and offline outlets involving thousands of brands, more than 1 million stores, and nearly 10 stores were fully electronic.

For example, UNIQLO supports online offline stores picking up goods. On the 11 day around 10 a.m., UNIQLO Tmall official flagship store posted notices announces that "double 11" activities have been sold out, and the results are amazing.

Since then, the Tmall double 11 in 2017 has been promoted to "the new parade of the new retail".

Millions of businesses at home and abroad have opened up online and offline businesses, creating a record of social synergy in business history.

The turnover of Tmall on that day was 168 billion 200 million yuan, of which clothing ranked 25% of Tmall's sales share.

This year, the traditional brand is strong and slaughtered. With the widespread implementation of the Internet strategic pformation and online offline collaboration, consumers' "easy" purchase has formed a brand perceived offline brand.

The development history of double 11 has witnessed the changing history of women's clothing brand.

For example, the brand kikc, which started from the line, has an online sales of 11 yuan in the year of 31 million.

"I must be an integral part of the online and offline industry. The best line of men and women in Guangdong will be me."

Kikc official said, because all the stores of kikc are direct battalion, stock is opened.

When consumers place orders online, stores will deliver goods nearby. "If you don't like it, you can return it to the store."

The new phenomenon also appeared. This is reflected in the 2016 Tmall double 11 war paper, Taobao women's clothing TOP10, 8 seats are net red, of which three net red sales of 100 million yuan.

Such as the double 11, the first hundred million yuan Taobao women's clothing shop - Zhang Dayi's "my happy Wardrobe".

"Net red" has a strong appeal for fans. Many Chinese garment enterprises hope to cooperate with "net red" to usher in the "second spring" of brand sales.

"The diversification of channels has not been rigidly adhered to online or offline, and the links between consumers and consumers are more important. It requires us to communicate with consumers in a deeper and more interesting way, such as community and short videos."

Yin man said.

[E] 2018: Change

Ali cloud blessings, wonderful beginning

The Tmall double 11, which has already begun in 2018, will be attended by 180 thousand brand merchants from all over the world and 200 thousand smart cats stores in 12 cities and 100 key business circles across the cities.

Many formats jointly enhance services, almost all of the brands that cover people's daily consumption.

"Over the past 10 years, with the escalation of consumer spending, our industrial structure is also constantly upgrading.

The way consumers buy is from business super department stores to Taobao Tmall, and then to the online and offline channels. Our industrial structure is also from the initial offline entity to the popular network electric business.

Yin man brand relevant person in charge said that 1300 people of the Hui Mei Group have already put in, because "double 11 is our big battle".

Not only is Yin man, but the clothing brands of Guangdong have been eager to participate in this consumption carnival.

Since July, riddle began to prepare for war. The "mountain colored shop" arranged the preparatory work one by one in the first 11 months of the two three years. "Every step has been completed to improve sales volume, smooth delivery and buyer's pre-sale and after sale queries."

Kikc also announced the countdown for double 11 a month ago. As of October 28th, the sales volume of kikc has exceeded the total sales of last year, and it is expected that sales of double 11 online will reach $56 million this year.

This year, big data may be the "army teacher" behind the double 11 of the apparel industry.

With the in-depth development of the Internet, big data application involves almost all fields. It provides a variety of authoritative references for the development of various industries through the quantitative and qualitative analysis of big data.

The development of garment industry is no exception. Through the accurate calculation of big data, the production and supply of garment industry can improve efficiency.

Take the Yin man brand as an example, the supply chain is quick to "return to the list", the return capacity is 5 to 5, and the first order is 50%. Through the pre-sale of goods, and then, based on the insight of the whole market, we can get a general understanding of what clothes the consumers are interested in, and make a scientific judgement according to the reaction. If the goods are unsalable, the latter 50% will not be produced, so as to solve the problem of inventory and pressure, and solve the problem.

In connection with the whole channel of online and offline, riddle chose the MC3 enterprise cloud platform system which matches its demand very much.

MC3 Enterprise Cloud Zhong Tai is launched by Yum software and Alibaba, and has joined the new retail businesses like Ali's retail + and intelligent stores.

The system can achieve online and offline orders, inventory, member's full channel integration, help enterprises to open up online and offline businesses, realize the retail pformation of all channels, and enhance the operation efficiency of enterprises.

For these efforts, in the eyes of kikc executives, "shortens the distance between consumers and brands".

"Before the brand is high above, the consumer can not see the brand, and the brand can not reach the consumers. Now we can push the progress of the enterprise through feedback from a comment.

This is the traditional way can not be done, it is also necessary to spend a lot of manpower and material resources to do it.

Kikc official said that the meaning of Taobao, Tmall and other electricity providers is "changed the way of life of 90% Chinese people, changing the way the 80% Chinese shoppers".

F [reporter observation]

Tmall's double 110 years' Guangzhou clothing industry and times resonance

Guangzhou garment industry "cat with peers" for ten years, may be the women workers who worked in the clothing factory.

In the 90s of last century, the whole country did

The boss of business, no one knows Guangzhou.

A Guangzhou Railway Station, gathered all kinds of clothing wholesale market, has the most popular fashion styles.

Today's Guangdong is "warming" for the world and creating fashion for the world.

There is a saying that every 10 women in the country have 8 bra made in Guangdong, and 10 people in the country have 8 people wearing underwear made in Guangdong and 8 people wearing pajamas made in Guangdong.

According to the data released by the Guangdong clothing and apparel industry association, Guangdong's clothing production and processing capacity steadily ranked first, first in the whole country, with a total output of 4 billion 527 million, accounting for 1/5 of the country's total output.

Export clothing 27 billion U.S. dollars, for many years ranked first in the country.

Xintang in Zengcheng, Guangzhou, has contracted 60% of the country's jeans production.

Specifically, to Guangzhou, it is the largest clothing wholesale distribution center in the whole country and the world. It also breeds many famous clothing brands. Its brands include Baleno, exceptions, Mo&Co, Yin man, Gloria, Ayilian and so on.

In the past ten years in Guangzhou's apparel industry, it has resonating with the rise of Tmall. From the original touches, to the brand quality, to the online and offline resonance, to the new retail in recent years, the pformation of the garment industry is closely related to Tmall.

Whether it is like an enterprise like Yin man or a movie, or a Taobao shop like mountain colored, they are all native Guangzhou clothing brands. Every year, double 11 are fighting for their brands, and every year there are new gains. In the past ten years, they have also embarked on a new journey.

To resonate with Tmall, it is better to say "resonate with the times".

The ten years of the garment industry are also the ten years of traditional industries in Guangdong. From the side, we can see the efforts and struggles of Guangdong industries from OEM to independent brands, from the rise of traditional trade to the rise of electricity providers to the fever of double 11, and countless cities are going to thrive on the platform of electronic business, and countless entrepreneurs have been writing all night long on the double 11 day, writing their struggling youth with sweat and wisdom.

nowadays

Faced with the pformation, as the kikc official said, Guangdong's clothing industry was pragmatic because it also led to a weak spirit of adventure and a slow response to new things. Guangdong's apparel industry chain has gradually shifted.

However, judging from the thinking and efforts of the practitioners in the clothing industry, I believe that Guangdong, which has been in the forefront of the whole country, can still grasp the pulse of the times with its own efforts, just like the beginning of the reform and opening up, leading the national trend of Guangzhou.

General.