Huludao, Liaoning Province, The Wind Vane Of China'S Swimsuit Market

Some people say that for every four swimsuits sold in the world, one of them is made in Xingcheng, Huludao. This is true.

As one of the three swimsuit bases in China, Xingcheng city is a characteristic industry that Huludao, Liaoning Province, is striving to build. In September 2010, Xingcheng city of Huludao was awarded the title of "famous swimsuit city in China" by China Textile Industry Federation and China clothing association, which has become a beautiful business card of the city.

In recent years, the governments at all levels in Liaoning Province attach great importance to the construction and development of Xingcheng swimsuit industry, and propose to build Xingcheng swimsuit into the standard setter of swimsuit and the weathervane of swimsuit development, and build Xingcheng into the swimsuit capital of the world.

It is reported that Huludao and Xingcheng have successively issued a number of policies and opinions to support the development of the swimsuit industry, implemented special support funds to support the development of the swimsuit industry, launched the release of swimsuit industry index, organized and held a swimsuit industry development forum, invited experts from domestic industries, colleges and Universities, and innovative and innovative enterprises to discuss the current situation of the industry and the new advantages of future development, research and development design, and brand creation The establishment of industrial funds and other aspects of in-depth discussion.

Three years of epidemic situation accelerated butterfly transformation

In 2019, China Textile Asset Management Co., Ltd. organized China Textile Construction Planning Institute to prepare the three-year action plan for the development of Huludao Xingcheng swimsuit industry (2019-2021). In the past three years, under the strong promotion of the government, Xingcheng swimsuit development has achieved certain results.

According to statistics, by the end of 2021, there were 4828 registered market entities for swimsuit enterprises in Xingcheng area, including 1659 manufacturing enterprises and 15 Enterprises above the designated size. The average annual output was 170 million pieces (sets) and more than 60000 employees. With mature and stable sales channels, the products are exported to more than 140 countries and regions such as Russia, the United States, Africa, South Korea and Southeast Asia, accounting for more than 25% of the international market share, accounting for nearly 40% of the domestic market, and accounting for 80% of the online swimsuit shipment. There are more than 30000 online stores, covering Alibaba, Jingdong, vipshop, Amazon and other Internet sales platforms at home and abroad, with an annual online sales volume of 4 billion yuan.

Since 2011, Xingcheng has held 11 international swimsuit beach expositions and 9 International swimwear exhibitions. Since the outbreak of new crown pneumonia in 2020, Xingcheng municipal government has innovatively held China International swimsuit online cloud exhibition, which has achieved good results and provided mature experience and Practice for holding large-scale expositions under irresistible conditions.

The first index of swimsuit industry in China will be released by collecting the data of swimsuit industry in China from 2019 to 2021; To provide information consulting services for swimsuit manufacturers and market parties, help them improve the scientificity of business decisions, and lead the development trend and fashion trend of swimsuit industry.

In addition, Xingcheng also has a professional production and R & D operation base. The R & D center cooperated with Beijing Institute of fashion to establish Beifu Industrial Park. Starway Industrial Park is mainly engaged in the international market and has created one of the only two 5g secondary nodes of comprehensive industrial Internet in Liaoning Province. Yinghua Industrial Park focuses on brand operation, mainly to build an international swimsuit platform to incubate brands. It has a mature e-commerce operation system. With the development of swimsuit industry, swimsuit e-commerce in Xingcheng has reached 30000 online stores, the construction of A-type bonded warehouse has been completed, and 17 overseas warehouses have been put into operation.

Many famous brands gather in Xingcheng, which is also one of the advantages of the region. At present, Xingcheng swimsuit industry cluster has formed a series of light sports products, such as swimsuit, yoga suit, beach wear, cycling clothes and accessories for noodles and accessories, with a total of 132registered trademarks, including 3 well-known trademarks in China, 10 famous brand products in Liaoning Province and 28 famous trademarks in Liaoning Province. "Butterfly", "cadillon", "Bonis" and other brands have been registered in Italy, France, Russia, South Korea and other countries.

In the nationwide swimsuit e-commerce sales, Xingcheng shipping accounts for 80%, and Alibaba, Jingdong, vipshop, Amazon, eBay, wish and other domestic and foreign Internet platform sales have achieved full coverage. In 2021, the platform authorized Huludao e-commerce live broadcasting base and renamed it "Huludao shuoyin e-commerce live broadcasting base". At present, more than 90 enterprises have settled in. With 1000 anchors and 20000 kinds of products, it has become a national well-known economic headquarters for live broadcasting and short video, and a new business format system of "buying the whole country and selling the whole country".

Strengthen platform construction and stimulate transformation vitality

For a long time, Xingcheng municipal government attaches great importance to the development of swimsuit industry, continues to increase support and support for swimsuit enterprises, actively promotes the construction of public service platform projects, constantly improves service functions, deepens product research and development, and extends the industrial chain.

With the help of Yinghua "small town brand Park" big data analysis platform, we will promote the swimsuit brand incubation, actively do a good job in the creative planning and publicity of Xingcheng swimsuit regional brands, and gradually build Huludao Xingcheng into a national swimsuit brand incubation center. The project will start in August 2019, and the first phase will mainly adopt the self operation mode, introduce the whole industrial chain into it, and introduce international, international and international brands Domestic famous brands settled in. At present, it has been negotiating with 4 Spanish brands and more than 10 domestic brands, and the small town brand park has entered the trial operation stage.

Starway's swimwear super Industrial Park, put into operation in 2019, integrates swimsuit design, production, storage, sales and personnel training. It is a modern swimsuit industry symbiosis platform with multiple business forms and whole industrial chain. Adhering to Xingcheng's advantages of scale, division of labor and pure agglomeration, it further integrates the scattered swimsuit forces and gives a new impetus to the swimsuit industry, To build a good platform for many small and medium-sized enterprises, highlight the scale effect of "small enterprises, large groups", at the same time, realize the industrial upgrading and transformation, further improve the industrial chain, develop upward and downward, and form a closed-loop industrial cluster.

Xingcheng outer ring swimsuit Industrial Park, organized and constructed by 12 swimsuit backbone enterprises, adheres to the development path of ecology, differentiation, characteristics, intensification, branding and intelligence. The park has been put into use in 2020, showing a good development trend.

Liaoning Yinghua textile and Apparel Group Co., Ltd. started to build "small town brand Park" in August 2019, and has entered the trial operation stage. The first phase mainly adopts self operation mode, introducing the whole industrial chain into it, and introducing international and domestic famous brands to settle in. At present, it has been negotiating with 4 Spanish brands and more than 10 domestic brands. With the help of its big data analysis platform, it has promoted the incubation of swimsuit brands, actively carried out the creative planning and publicity of Xingcheng swimsuit regional brands, and gradually built Huludao Xingcheng into a national swimsuit brand incubation center.

It is worth mentioning that in the process of rapid development of Xingcheng City, the association also plays an important role in actively promoting the coordinated and orderly development of swimsuit industry.

It is reported that under the promotion of Huludao and Xingcheng governments and the concern of China clothing association and Liaoning textile and Garment Association, Xingcheng swimsuit industry association was established in March 2011. In accordance with the principle of "from the top to the bottom, from the bottom to the bottom, exchanging what is needed, and restricting self-discipline", the association has played a good role as a bridge and link, strengthened the communication and exchange between enterprises, enterprises and the government, and greatly promoted the transformation and upgrading of swimsuit industry.

From 2019 to now, Xingcheng swimsuit association has held more than 500 business docking and promotion activities, including 2020 and 2021 China International swimsuit Exhibition (cloud show), 2021 Huludao first swimsuit industry plate maker competition, 2021 overseas buyers online shopping fair, Italy Ariz dot flower studio online trade docking meeting, intelligent clothing equipment exhibition and promotion Zone Fushan new product promotion meeting.

Xingcheng swimsuit Industry Association, Liaoning sports outdoor textile and garment industry alliance and Dandong Textile and Garment Association jointly hosted the first docking meeting of Dandong Huludao textile and garment industry in 2021. He organized Hu Xing government leaders and industry enterprises to visit Shanghai, Haining, Hangzhou and Dandong for 18 times. It has received more than 500 people and 65 times of investigation and investigation from the state, province, city and other relevant departments as well as domestic and foreign merchants. 55 symposiums were held. 48 training sessions were held with 1765 person times. The training courses covered live broadcast, domestic e-commerce, cross-border e-commerce, swimsuit printing, mechanical equipment maintenance, fashion design, etc. Up to now, the industry association has assisted swimsuit enterprises to file 1288 applications for appearance patents and issued 827 notices of authorization.

Strive to break through three bottlenecks

Independent innovation is the top priority

In the long run, Xingcheng swimsuit cluster still has large development space, and three major problems need to be solved.

First, the industrial chain of industrial cluster is not perfect. There is a simple cluster of swimsuit manufacturing enterprises, which is basically a horizontal connection industrial cluster. The upstream and downstream industrial chain is not perfect, especially the upstream industrial chain, and the cluster efficiency is not enough. Production links are not closely linked, the industrial chain is too short, and there is no specialized division of labor and cooperation system and competition cooperation mechanism conducive to cluster development. Such as: textile weaving and other raw materials and finished products, printing and dyeing can not meet the development of Xingcheng swimsuit industry.

Secondly, the technological innovation ability is not strong, and the swimsuit industry cluster lacks the ability of sustainable development. Most of the enterprises in the industrial cluster are lack of innovation power and ability. Most of them are small and medium-sized enterprises. Innovation requires a lot of cost and has great risk. Swimsuit enterprises in the cluster are unwilling to carry out independent innovation in order to avoid risks. At the same time, most of the swimsuit enterprises are lack of independent R & D and innovation ability, and most of them are lack of independent R & D and innovation ability.

Third, the transformation consciousness of intelligent manufacturing is not strong. The enterprises are still based on the labor-intensive industrial mode. The awareness of intelligent manufacturing is not strong, and the demand for labor is large. The knowledge of intelligent transformation of enterprises is innumerable. However, the difficulty of recruitment has become the bottleneck of enterprise development. The transformation of intelligent manufacturing is imminent.

In view of the above three problems, Xingcheng municipal government put forward three countermeasures, which will actively promote the high-quality development of Xingcheng swimsuit cluster in the future.

One is to attract upstream enterprises to settle in Xingcheng. Cluster renovation and optimization of industrial layout. Through "withdrawing a batch according to law, integrating and upgrading a batch, cultivating and expanding a batch", the transformation of family workshop production to specialized production is realized. By providing technical transformation, financial support, supply chain integration and other measures, the workshop type processing enterprises are upgraded, and a number of swimsuit intelligent manufacturing integration demonstration parks are built, and the swimsuit Industrial Park is integrated with industrial plants, warehousing and logistics, incubation center, warehouse and infrastructure.

Guide enterprises to adjust product structure. According to the ability and market situation of Xingcheng swimsuit entrepreneurs, we should guide the swimsuit enterprises to keep up with the fashion and constantly adjust the product structure according to the popular colors, styles and fabrics. We should pay attention to the promotion of the technological content and cultural connotation of clothing products; To pursue high-grade, brand clothing taste; We should pursue fashionable and personalized clothing styles; It is necessary to adopt novel and diversified clothing fabrics; To achieve high safety performance, high environmental protection clothing quality.

By optimizing the layout and adjusting the product structure, Xingcheng swimsuit production and marketing will occupy a larger share in the market, and further enhance the popularity of Xingcheng swimsuit in the country, so as to attract foreign upstream and downstream enterprises to settle in Xingcheng.

Second, enhance the technological innovation ability of enterprises and promote the sustainable development of swimsuit. We should guide enterprises to take the road of "high and new technology" and "specialization and innovation". The swimsuit enterprises are encouraged to strengthen the cooperation between industry, University and Research Institute and independent innovation, research and develop specialized and special new products, apply specialized and special new technologies, improve product grade and quality, improve product popularity and market influence, and enhance enterprise competitiveness and overall quality.

Through the cultivation of a number of "specialized, special new" and "high-tech" small and medium-sized enterprises, we should guide the swimsuit enterprises to focus on core business, focus on the subdivided fields, increase R & D investment, enhance the professional production, service and cooperation supporting capacity, improve the market share and professional level of enterprises, and enhance the ability of SMEs and large enterprises to integrate, innovate and develop cooperatively.

Third, promote the upgrading of swimsuit enterprises. In accordance with the overall policy of "digital Liaoning, build a strong province with intelligence", accelerate the intelligent and digital transformation of Xingcheng swimsuit. Relying on the "first-class" brand of "swimway" and relying on the "first-class" brand of "swimway", the company focuses on the construction of the "first-class" brand of "swimsuit" and focuses on the construction of the "first-class" brand of "swimsuit", and takes the "first-class" brand of "swimwell" as the "innovative" industry cluster. We will continue to accelerate market transformation, industrial upgrading and supply chain creativity, and lead Xingcheng swimsuit brands, commercial enterprises and traditional professional markets to find new directions and build a new future from the aspects of quality upgrading, industrial chain integration, digital transformation and new retail mode.