Women'S Clothing Industry In Humen Seeks Online Breakout

Transformation pains

Humen is a famous town of women's clothing, with a brand clothing sales of about 20 billion yuan.

More than 30 years ago, the industry rising from the stalls is facing the dilemma of traditional industries, such as rising costs and weak brands.

In order to break through, Humen aims at the road of industrial informatization, and begins to build "logistics Internet", so that the garment industry can go further and further on the Internet.

20 billion, the foreground of garment industry is not optimistic.

And many places have factories first, and then there are markets. Instead, Humen has a "city" and a "factory".

In the late 70s and early 80s of last century, many middle-aged women brought back clothes from Hongkong for sale, and earned 3 years' wages a month. The market for Humen stalls soon rose.

The government of Humen immediately borrowed 510 thousand yuan and established the "old" in 1986.

"Let the floor" on the stall.

In 1993, the about 70000000 yuan rich fashion city opened.

The legendary fashion city, on the first day of its opening, is only a $30 thousand deposit. After a month, it will ask for a price of 400 thousand yuan, and by the beginning of 2000, a good change will be even 8 million yuan.

Humen Central District 1 square kilometers of clothing business circle has derived thousands of garment enterprises, with an annual output value of 20 billion yuan.

At the beginning of this year, Humen had 30 scale in the town.

Conducted a questionnaire survey, the results show that the development prospects of some clothing enterprises in the town are not optimistic at present. The first reason is the rising production costs, the two is the weak brand building ability, and the three is the extensive management mode.

According to preliminary statistics, the current situation of domestic orders of 70% of garment enterprises in Humen is basically the same as that of last year. The export orders of most enterprises are basically stable. About 30% of enterprises lack liquidity in varying degrees, but the amount of funds is not large.

"Fashion Humen" is still a beautiful dream.

Brand strategy and creative industrial park are all the measures taken by Humen to upgrade garment industry for many years.

Humen put forward the goal of "fashionable Humen" in 2006.

Nowadays, brand building still needs to be vigorously promoted. Fashion Humen is still a beautiful dream.

In the eyes of the world, the brand that Humen calls out is still those, or wholesale business, the label on the head or "clothing processing base".

Now, Humen has put forward another idea -- industrial informatization.

Reporters learned that after putting forward this idea, Humen set up the "clothing innovation center", but the reality is not so good. So far, the center of innovation is still more rental venues for enterprises to "walk show".

Just "on-line" is not e-commerce.

E-commerce is the trend of the future development of apparel industry cluster.

Huang Peimin, deputy director of the Humen trust Bureau, said that in 2009, Humen had cooperated with Alibaba and other online shopping platforms, and launched thousands of garment enterprises at the same time in Humen. The government and enterprises took great efforts, but finally failed.

"First of all, the clothing companies do not understand the rules of e-commerce game, but also do not have the heart and energy," said Sun Chao, deputy general manager of Humen Daying garment wholesale Co., Ltd.. There is great potential for Humen to do e-commerce. But it is useless to go online. It is best to set a place to dock with the existing online shopping platform in the name of the market.

"Upstream and downstream businesses" network connection "

Tan Zhiqiang, director of the economic and Trade Office of the town government, said that Humen is cooperating with the Chinese Academy of Sciences in preparing for the construction of the "logistics Internet" in the garment industry, that is, linking up the upstream and downstream businesses of the clothing industry through a website.

The first stage is to build a network framework.

"More than 6 of garment enterprises in Humen are already doing e-commerce, but not many of them are doing well, maybe less than 10%."

Tan Zhiqiang said that the government has realized that first of all, e-commerce is the training of qualified personnel. At present, two groups of more than 100 people have received professional training.