Humen: Cultivate Clothing Brand &Nbsp; Strengthen Garment Industry

Located in the intersection point of Guangzhou, Shenzhen, Zhuhai and Macao, the famous historical town Humen used 30 years to weave a touching story of neon and feather.

Today, this is one of the most mature areas of textile and garment industry in China.

By the end of 2009, the town had 1250 garment and garment enterprises above Designated Size, with annual sales of 15 billion yuan and export of 400 million dollars.

In the 1 square kilometers of clothing wholesale "Central District", there are 23 large-scale clothing wholesale shopping malls, with an area of 30 square meters, and 650 thousand of the total resident population in the town, 250 thousand of whom are engaged in garment production.

Humen was also popular with clothing and saw the clothing industry as early as possible.

Humen outlines its future blueprint, facing challenges and opportunities, and striving to innovate.

Strong industry and courage

The clothing brand "little grass baby" didn't even pay for a penny decoration, but brought her own.

In from September 10 to 12, 2010, the exhibition hall of Zhengzhou International Convention and Exhibition Center "2010 Dongguan Humen clothing electronic information products exhibition fair" was held.

Nearly 100 enterprises in Humen are participating in the exhibition. From the booth fee to the decoration, the government pays the bill. The 3 day attracts 13 thousand spectators and the paction volume is 3 billion 830 million yuan.

"Little grass baby" also faces more than 10 Henan agency applications.

"Such a trade fair, the government's investment will be 10 million yuan."

Tan Zhiqiang, director of Humen economic and Trade Office, said that guided enterprises to "go out" and expand domestic demand as the main line, help enterprises build domestic sales network, open up the domestic market and implement such a train of thought. The government has put forward funds and reflects its vision and courage.

The same courage is reflected in the courage to do.

On the one hand, it helps enterprises expand the market and open up markets. On the one hand, it helps enterprises to practice internal skills through technological pformation and upgrading of equipment.

Humen International Garment Machinery City has invested in microfinance companies to provide financial leasing services for garment enterprises.

With this service, enterprises can only buy equipment from 20% to 30% of the total amount of money. The remaining money is paid by the finance leasing company, and the enterprise pays the rent to the finance leasing company. After the expiration of the rental payment, the equipment is owned by the enterprise.

How do you think of this? Yu Changyan, managing director of Humen International Garment Machinery City, said plainly: "if equipment is not upgraded, enterprises will never be able to produce high-end products. Transformation and upgrading must be carried out in all aspects of the industrial chain upstream and downstream."

Aiming at the weak links of industrial development, dares to practice and innovate bravely, Humen's garment enterprises embark on a new starting point.

Cultivate brand power {page_break}

"With the added value of the brand, enterprises can truly grasp the sales channel and have the bargaining power. The added value of the brand is the right of the enterprise to speak."

Qin Yingfu, Deputy Secretary General of Humen apparel and apparel industry association, said.

"At the earliest time, we are helping our enterprises to make new products conference. We should start with models such as modeling, lighting and so on. Now we are asking for a higher level. Humen's clothing brand is developing very fast."

Zheng Jianke told reporters that the clothing technology innovation center has been providing a complete set of services for new products distribution and marketing.

Humen has made great efforts to strengthen brand cultivation.

The town has formulated the "Humen town's implementation of the famous brand driving strategy plan", through arranging special person organization enterprises to declare national and provincial famous trademarks and famous brand products, assisting garment enterprises to register and register clothing trademarks, and guiding enterprises with financial strength to no longer be confined to manufacturing production links, changing management modes and creating independent brands.

Nowadays, Humen garment enterprises have changed from "no card" to "OEM", and from "creating brand" to "famous brand". Humen clothing enterprises registered more than 5000 trademarks at home and abroad, including 1 well-known trademarks in China, 3 famous brand products in China, 11 famous trademarks in Guangdong, and 11 famous brand products in Guangdong.

A large number of famous brands such as Song Ying, Yi Xun, Yi Min and foreigners have opened more than 15000 stores and chain stores, and the sales network has spread all over the country.

"I was looking at a small workshop type of enterprises to build their own brand, moved out of the wholesale market, moved into the high-end shopping malls."

He Ruixiang, deputy general manager of fuming garment market, was filled with emotion.

With the gradual formation of the "Pyramid" brand building structure, the scale of the three tier brand of "regional brand - Guangdong famous brand - national famous brand" is growing, and Humen is becoming a truly regional fashion brand gathering center.

Humen people have put forward a new target: by 2013, they will strive for the national brand names of 5 to 6 in the whole town, 50 famous brand names at the provincial level, and 2 to 3 enterprises to enter the national garment 100 million.

The city of fashion has the bottom line.

The development of brand comes from the continuous improvement of connotation. It is fashion and creativity that inject connotation and cultural content into brand.

If the open-air stalls in the early days of Humen were "sky stars" and the brands of big and small were "geese", then the goose goose was a booming creative industry and field. It was leading Humen's industrial clusters to high-end development, and also injected "cultural soft power" into Humen.

Here comes the Paris fashion designer.

Hongkong Zhen Lu joins in the clothing creative industry center of Humen Town, Dongguan, invites the Paris dress designer, provides the platform for the display creativity.

Humen's "brand walking street" is coming.

Government departments are interested in building brand walking streets, concentrating all the brand products together, shaping the overall image of Humen and enhancing the fashion atmosphere.

The town budget has allocated 3 to 30 million yuan to set up a special support fund for creative industries in Humen, focusing on supporting projects such as creative product development, creative project introduction, creative park and creative platform construction, guiding and encouraging all kinds of capital and talents to invest in the development of creative industries, and cultivating creative industry clusters with Humen characteristics.

The brand clusters and creative clusters that are strong in industry, cultivate brand and create fashion, have strong comprehensive supporting ability, high industrial relevance, and perfect industrial chain are making the garment industry the most important and brightest city card in Humen. The atmosphere of Humen is coming from here.