Guangzhou'S White Horse Redefines The "New Channel" Of The Professional Market.

Facing the new challenges of the new era, the development situation of China's textile and garment specialized market is undergoing profound and complicated changes. It is urgent to think and plan pformation and upgrading from the new historical position and the new era coordinates.

In recent years, the major textile and garment markets combined with their own characteristics and advantages, from the new channels, new platforms, new concepts, new connotations, new fashions, new technologies and so on, have reshaped the new positioning and actively created the "new market" to meet the needs of the new era. In this process, new models have been emerging and new benchmarks have been set up.

Guangzhou white horse clothing market is the first and most complete, most standardized and largest volume of middle and top grade clothing professional market in Guangzhou, which has promoted the development and prosperity of the entire Guangzhou garment industry and the Guangzhou garment professional market.

Since its opening in 1993, the white horse market has created 25 prosperous business stories.

In the past 25 years, the magnificent pformation of white horse is an important template for the industry to learn from and learn from. It is a weathervane that promotes the pformation of the professional market from the traditional commercial real estate to the modern integrated service operator, and has great national influence and appeal.

In the selection of China Textile and apparel circulation awards ended in May this year, the white horse clothing market in Guangzhou won the "circulation Award" honorary title, which once again highlights its reputation.

The leading position of the template.

In recent years, China's clothing industry has been intertwined with scenery and hardships. Although the industry is facing the challenge of the overall cold inside and outside environment, the concept of new retail is going deep and deep, the new form of the new generation is suddenly emerging, the consumption environment is changing rapidly, and the "one belt and one road" promotes the internationalization process.

Garment industry has entered an unprecedented fast lane of pformation.

White horse market grasp professional

As clothing

The important circulation platform links the advantages of the whole industrial chain upstream and downstream. Once again, it takes the "channel" as a breakthrough point, and develops it all by one hand, creating the "new channel" in a multi pronged way.

Precision service lays the foundation for multiple channels

The white horse market begins with two important links: merchants and purchasers, and carries out meticulous service to provide sufficient basic guarantee for the optimization of traditional channels and the expansion of new channels.

For service providers, in order to establish a dialogue and exchange platform with high-quality customers, in 2004, the white horse pioneered the establishment of a "customer club" to provide VIP Commissioner services for key customers, and was reorganized into a white horse clothing chamber in 2017. The white horse clothing chamber of commerce is the business foundation for the inspection, exchange, exhibition and docking activities of the white horse market. It has effectively played the role of "a bridge, a home and a lamp", and has played an important role in promoting the prosperity and development of the white horse market.

On the aspect of service purchasers, in order to provide buyers with a better consumption environment, white horse has invested heavily in hardware upgrading for more than ten years. In recent years, with the limited space of hardware upgrading, white horse has turned its attention to the creation of the ultimate service experience.

In 2016, white horse successfully developed the country's first professional market buyer membership system (CRM), which brought more personalized services to purchasers. As long as registered as a member of the white horse, buyers can get the latest product information, activity information and brand business special discount of white horse. At present, the members of the white horse buyers have broken through 50 thousand people. In the same year, Baima Joint Communications Bank and Yuexiu golden control company launched the financial innovation product "win business treasure", and launched the credit business in the white horse clothing market, which provided a strong financial guarantee for business operators.

Colorful activities throughout the year activate the vitality of traditional channels

Solid consolidation of traditional channels is the foundation for developing new channels.

The white horse market, through all kinds of innovative activities throughout the year, has stimulated the enthusiasm of merchants in the market.

　　广州白马服装市场连续多年组织商户参展中国国际服装服饰博览会(CHIC)，累计收集数以万计的意向客户，促成数千万采购订单，同时打响了市场品牌、商户品牌的知名度;2018年白马组织14家品牌商户强势参展广交会，超强的参展阵容吸引了诸多海外客商目光，为白马的国际化进程创造新机遇，让白马有机会从“中国服装品牌孵化基地”进阶为“国际服装品牌孵化基地”;举办春季采购节，时尚快闪、大型汽车巡游穿越广州各大商圈，网红直播获得150万以上的关注，轰动羊城;举办为期45天的夏日嘉年华，天天看秀引爆流花商圈，金牌营业员大赛、企业内购会、旅游团引进等多种方式吸引了大量客流;举办冬日狂欢购，年终狂欢扫货季火力全开，进行新年假期之前的大力度促销。

Insisting on "going out and importing" to create a golden channel signboard

In the past ten years, the Baima market has pioneered in the field of textile and clothing circulation in China to set up a market procurement Festival, bringing the purchasers of the whole country and even the whole world into the market. At the same time, it guides merchants to "go out" national tour, and actively promotes the brand in the downstream market and develops new channels.

"Going out and bringing in" is the golden signboard of the development of the white horse market.

In addition, the Baima market responded positively to the call of Guangdong provincial Party committee and provincial government on "going north" and "going west" and implementing the marketing strategy of "going out in the first half and coming in the second half of the year".

Since 2010, the white horse team has led hundreds of white horse merchants to "go out" to carry out the national tour, cooperate with the Central Plains, the northern and western leading markets to organize the supply and demand meeting, promote the brand in the two multi market distribution centers in the country, create business opportunities for merchants to sink channels; the white horse chamber of Commerce has organized many resource docking activities, and has been interacting with commercial establishments, chambers of Commerce, brand enterprises and design institutes frequently, visiting more than ten large exhibitions at home and abroad, holding more than ten professional training to enhance the cohesion of the chamber of Commerce; since 2007, the white horse has held 11 procurement festivals continuously to celebrate the festival.

Breaking through the localization mode and developing the international fashion channel

The internationalization strategy of the white horse market is a development and deepening of the strategy of "going out and importing".

白马与香港贸发局、韩国东大门市场协会建立常态化交流，并定期组织场内商户参加香港服装展、日本东京时装周、韩国首尔国际纺织展览会及美国拉斯维加斯MAGIC时装展等国际性服装展会;响应“一带一路”倡议，携手海内外4家知名单位达成战略合作联盟，并与阿里巴巴确定了新外贸专业市场转型升级示范市场的合作，为白马品牌引入更多跨国时尚资源和电商平台资源进行合作拓展;白马与韩国服装文化协会签署战略合作协议，实现跨国、跨界合作搭建桥梁;随着东南亚地区经济和服装产业的迅速发展，中国企业进入东南亚市场的机会大大增加，白马服装商会组织了东南亚市场商务考察，重点聚焦在泰国、越南、菲律宾等“一带一路”沿线的重要国家;2017年白马响应“一带一路”倡议、“白马+”走出去的战略布局，将采购节主题定为“丝路新篇 白马当先”，以推动

The international development of white horse is an important breakthrough point, breaking through the previous localization mode and focusing on developing international fashion channels.

Create "BM original collection hall" to create a new mode of retail terminal

With the introduction of the concept of new wholesale and new retail, the white horse took advantage of the trend and actively excavated the huge suppliers and channel resources of its own professional market.

In the 2017 year, the white horse started the channel development business in a comprehensive way, and gained successful experience in building the industrial chain collection mode of "design, research, production, and brand integration". It actively promoted the construction of the BM original collection hall, and integrated the excellent original clothing brand resources at home and abroad, giving full play to the price advantage of the professional market, and providing consumers with a high price and unique fashion product.

This is also the white horse entering the new wholesale and new retail market.

"BM original collection hall" is positioned as "original", "cost-effective" and "multiple fusion". It provides consumers with fashion products covering clothing, bags, shoes and caps, accessories and other rich products, and integrates fashion salon, flower art, book bar, coffee and other composite experience.

At present, the white horse has opened five "BM original collection hall" - Changsha new mileage shop, Changsha Huachen shop, Hubei Shashi store, Hunan Yongzhou shop and Hebei Xingtai store. At the same time, it has reserved more than 20 channel partners, such as Xinjiang, Wuhan, Guangxi, Wuhan, and so on, and has quickly paved the way through joining cooperation. The goal is to realize the layout of 100 stores in three years.

Using original design as a fulcrum to open up new channel thinking

"One hand source and factory price direct sale" are the outstanding features of the white horse market products; constantly improve the hardware and infrastructure of the market; set up a strict brand access system; evaluate the merchants from 4 categories of 20 major indicators, such as product R & D capability, production and processing capacity, channel building capacity and brand operation capability; attach great importance to the protection of intellectual property rights, support the original brand; establish an all directional, multi angle and three-dimensional marketing promotion system, invest nearly 5 million yuan each year to promote the brand of white horse and customers; train 37 "Chinese clothing growth brand" and 25 "China excellent clothing channel business" and 2 "brand stars", and won the first batch of "China's clothing brand incubation base". The white horse market has been promoting brand incubation for many years, sparing no effort to create original brand, and adhering to the high-end product line, with "original brand and high-end quality".

In August 2017, Baima and Zhengzhou Jin Rong commercial and trade city jointly established the Half Step (half step) original designer collection hall, which is a clothing platform of the whole industry chain, which is "fabric supply, design and research, manufacturing, wholesale and retail".

The landing of the collection hall is dedicated to opening up the fabric market, designers, processing plants and garment market, forming a complete garment industry chain, a new marketing mode for the local garment industry, and a new channel thinking under the deep integration of new retail mode.

Expanding online channels to achieve interactive development

From the conflict to the integration of entity commerce and e-commerce, it has gone through nearly ten years of development.

The white horse market has prospectively grasped the general trend of online and offline convergence, and supplemented online channels as a new channel for online and offline interactive development.

　　“白马服装网”现已确立了集“实体市场+电子商务”的O2O电子商务综合服务平台的战略定位;白马网上展厅(一期)全面建成，目前，市场内有1000家商户上网展示，网站日均IP流量突破1万，日均PV流量超过10万，累计流量达6000万人次;白马微信实现订阅号、服务号双号运行，粉丝数突破50万;白马根据专业市场特点成功开发了“阿发”系统协助进行店铺管理和采购商会员管理，“阿发”是一个移动批发店铺管理工具，商户通过“阿发”可以快速搭建移动店铺、拥有强大的批发功能模块、并与微信公众号完美连接，同时通过快速收银、线下开单、分销及订货会等功能提升商户经营管理效率;“手机白马”是一个中高端一手货源B2B交易平台，通过白马优质货源的线上集中展示，为采购商提供一站式线上采购服务。

40% users in the white horse field use "ah Fa" into the "mobile white horse". APP has registered more than 20 thousand households, with an annual cumulative turnover of more than 50 million yuan.

For more than ten years, "channel is king" or "product is king" has once been the focus of debate in China's textile and garment market. The new market in the new era is redefining the two words of "channel".

As Zhang Jin, general manager of Guangzhou white horse market, said, "the core of the new era is to redefine the core of the channel. There are three points: first, redefine the combination of" zero and zero "; two, redefine" online and offline integration "; three, redefine the" internal and external trade integration ", and take these three points as the starting point, and continue to expand and innovate channels.

Guangzhou white horse market around these three points of effort, is gradually leading the new direction of industry channel innovation, and for white horse, this stage is just the beginning. Zhang Jin said: "if the combination of wholesale and retail is well done, half step" BM "will open 100 in the whole country, which means that as long as a white horse has a store, the channel resources are all national, and the value is bound to be high; online and offline integration is well done, merchants are more likely to enter the online channel sales, and more easily expand their influence.

If the above three channels can be expanded, the effect will return to the real market and the market competitiveness will be further improved.