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Lian Jianwen: "Original Origin" To Create A New Landmark Of Thirteen Elements Fashion

2025/2/14 20:47:00 112

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　　 The end of the year and the beginning of the year is an important moment to summarize the past and plan for the future. In order to show the wisdom and foresight of industry leaders, share their successful experience and profound reflection in 2024, and look forward to the strategic plan and grand blueprint of 2025, Textile and Clothing Weekly has set up a column of "Quality Leadership 2025 · Pioneer Talk", which provides valuable enlightenment and reference for the industry through in-depth interviews with leaders of leading enterprises, clusters, markets and brands, Promote industrial exchanges and cooperation and jointly develop new quality productivity.

　　 As the oldest clothing wholesale distribution center in Guangzhou, and also an important distribution center in the domestic clothing industry, the Shisanhang Business District gathers many clothing brand merchants. It is the origin of the "small order fast turnaround" and "flexible supply chain" fast fashion model, as well as the birthplace and vane of global fast fashion. In the industry, it has a saying that "to be electronic to Huaqiangbei, to be clothing to be 13".

　　 Guangzhou Chengda Fashion Plaza (hereinafter referred to as "Chengda") is located at the first to third floors of the New China Building, No. 1, Shisanhang Road, and at the core of the Shisanhang clothing wholesale business circle. Since its opening in 2004, Chengda, as the first mall in the business circle to develop a professional modern clothing market model, has attracted attention from all over the world with its superior geographical location and unique business model. Every day, thousands of pieces of clothing are repackaged and packed here, and transported to all corners of the country at the fastest speed; The core brand "stall owner" almost defines the fashion trends and patterns of the whole clothing industry throughout the year.

　　 Focusing on "original origin", a century old business district introduces new atmosphere

　　 Lian Jianwen, general manager of Guangzhou Chengda Fashion Plaza, said that in 2024, with the joint efforts of all staff, Chengda's upgrading and development had achieved remarkable results in the face of complex and changing market environment and increasingly fierce industry competition. It not only brings consumers a variety of fashion choices, but also sets a new benchmark for the industry; In the trend of the integration of the real economy and the digital economy, we will create a new fashion trend cultural landmark in the Thirteen Elements.

　　 In the past, there was no rigid demand for e-commerce in big stalls, and they did not worry about orders. They were typical "merchants". A large number of two or three batches of customers came to pick up goods at the stalls. The sudden epidemic stopped two or three groups of customers from going to the Thirteenth Bank. A series of factors, such as the weak global economic development and the rapid development of e-commerce, have had a great impact on the development of the Thirteenth Bank.

　　 Today, Chengda is refreshing people's understanding of clothing wholesale in the Shisanhang Business District in the past: take the initiative to innovate and seek change. Through a series of measures such as hardware transformation, facility renewal, space optimization, brand incubation, platform operation, etc., Chengda has opened the prelude to upgrading and development, made initiatives in several business districts, and brought new atmosphere to the development of merchants in the market and even the entire business district.

　　 Lian Jianwen said that with the goal of creating a new market of "content power+scene power" and an "operation platform with core competitiveness", Chengda has made remarkable achievements in strengthening its brand, changing its role, adjusting its structure, and helping its business in the past five years. On the one hand, through hardware optimization, the business environment, business layout, and business positioning have been transformed; Select more high-quality original designer brands for market selection with 20 years of experience rooted in the 13 industries; At the same time, we will actively make efforts to "new media marketing+platform cooperation" to create a diversified cluster of original designer brands radiating across the country, and the most innovative and representative benchmark market in the Shisanhang Business District.

　　 For example, the traditional pattern of 13 line checkered shops has limited the development space of merchants to a certain extent. Therefore, we should promote the market structure adjustment and business type optimization in the business circle with honesty and integrity. Since 2019, the South Korean design team has been invited to comprehensively optimize and improve the overall layout of the venue. The traditional densely packed lattice shops have become simple and fashionable stores. The number of merchants in the venue has been optimized from more than 1150 to more than 600 today. At the same time, the floor channels have been widened and the dynamic lines have been adjusted scientifically to create a brighter and more comfortable market space and a more fashionable business atmosphere.

　　 Focusing on originality and provenance, Chengda innovates boldly in its business model and constantly optimizes its merchants on the market. The first floor is optimized from more than 130 stalls to 26 large stores, so buyers can directly feel the new style of fashion and vitality as soon as they come in; The main floor on the second floor is newly positioned as "Tidy PLUS Street", and the number of stalls has been optimized from more than 500 to 160, bringing together a large number of original design brands with strong independent research and development capabilities, perfect supply chain, and outstanding market performance; The third floor is the gathering place of fast fashion brands and growth brands. With a more flexible and efficient stall area, it lowers the entry threshold for potential brand merchants.

　　 It is worth mentioning that the brand merchants from the first floor to the third floor of Chengda are mature and powerful merchants rooted in the business circle of the Thirteen Elements for more than 10 years, which contain the pure fast fashion gene of the Thirteen Elements. In particular, the second floor, as a "star floor", has attracted a large number of post-90s new generation brand managers who "started in the Thirteen Halls and became famous in the Thirteen Halls". For example, recently added brands such as RECOLO and D2PIN not only show originality in design, but also show strong competitiveness in supply chain management and market promotion, becoming the mainstay of Chengda and even the Thirteenth Bank.

　　 Precise "network sense leads to circle", online and offline attract customers

　　 As the main floor and the second floor of the "Fashion PLUS" block, after the completion of renovation, Chengda launched a number of fashion activities with innovative forms, full topics, and full network traffic in due time, driving the market and merchants to increase exposure with the international fashion style with more fashionable characteristics and "network sense", and quickly attracting a group of brands with strong style and outstanding design ability Medium and high-end clothing brands and designer brand merchants with strong e-commerce marketing ability have settled in and attracted a large number of customers at home and abroad through trade shows, online celebrity live broadcast and other forms.

　　 Today, there are more than 100 large-scale merchants in Chengda. It has a unique design, research and development, production, processing, exhibition and marketing team, front stores, back factories, and original origin. It not only has a wide sales network in the domestic secondary market, national chain brands, e-commerce and other channels, but is deeply loved by fashion experts such as online celebrities, with an annual sales volume of more than 1.5 billion pieces.

　　 It is worth noting that Chengda has actively made efforts to "fashion marketing+new media communication", becoming the first professional market in the Shisanhang Business District to go out of the circle with fashion activities and attract new media promotion. For example, on March 1 and August 1, 2024, two "Open Season" activities were successfully held. Place trendy art installations in the square in front of Chengmen Gate and on the floor of the venue to enhance the fashion atmosphere of the venue; Invite the anchors of the top 100 online celebrities to guide the activities in the form of shop visit, card punching, clothing experience, small red book live broadcast, etc; It also launched interactive welfare activities on the social platform to attract merchants, buyers and purchasers to actively participate in interaction, forwarding and sharing, and continue to drive the popularity of traffic.

　　 "Through the carefully arranged clocking points and online celebrity promotion, the brand image and the new space scene have been widely spread, and the traffic volume on the second floor has increased significantly. It is believed that the continued exposure in the coming year can make it even better," said Lian Jianwen.

　　 During the biannual Khmer Rouge International Fashion Week, Chengda, as one of the branch venues, actively participated in the event. Taking advantage of the linkage effect of the platform development of Khmer Rouge Group, the online and offline traffic climax was triggered at the same time, which led to and created marketing topics for the merchants on the market, and demonstrated the new trend of Chengda and the personalized, fashionable and digital brands on the market, More high-quality B-end resources have been developed and docked for the enterprises on the market, and a constantly plump new media communication matrix and a unique fashion e-commerce marketing model have been gradually formed.

　　 Grasping the node of promotion at the end of the year, we launched precisely on social platforms such as Xiaohongshu and Tiaoyin. Through notes, keywords, punch cards and other forms, we further improved the exposure and popularity of the fashion plaza, and together with a new generation of customers with a greater sense of network, we lit up the trend of youth. It not only creates an immersive purchasing experience visually, but also fully satisfies the young customers' pursuit and pursuit of personality trends.

　　 Continue to write the "legend of immortality" and advance to a global gathering place of original fast fashion

　　 In recent years, Chengda has continuously invested funds to optimize and upgrade the business environment and safety equipment and facilities. At present, it has fully passed the ISO9001 quality management system certification, ISO14001 environmental management system certification, ISO45001 occupational health and safety management system certification and other three international system certification, and passed the Guangzhou standardized good behavior certification. In addition, it has been elected as the director unit of Liwan District Work Safety Supervision and Management Association, the member unit of the first Guangzhou Liwan Charity Conference for many years, and is the "four top" enterprise of Liwan District.

　　 In 2025, Chengda will also make breakthroughs in three aspects: improving customer flow, optimizing merchant structure and strengthening brand building. On the one hand, attract more customers by holding more theme activities and promotional activities; At the same time, introduce more high-quality original fashion brands to enhance market competitiveness; In addition, we will continue to make good use of the brand of new media and capture the target population through the accurate launch of social media and online celebrity resources, so as to continuously expand the brand influence.

　　 "We will continue to introduce high-quality merchants, optimize the industrial layout, improve service quality, innovate marketing methods, and create a more complete and professional clothing market. At the same time, we will actively embrace the wave of Internet+, promote the digital and intelligent upgrading of the market, and spare no effort to create a well-known original design cluster in the country, and the most innovative and representative benchmark market in the Thirteen Business District." Lian Jianwen said.