Dongguan Textile, Clothing, Footwear And Footwear Industry Further Expanded

Dongguan has more than 4000 kinds of textile, clothing, shoes and hats and leather industrial enterprises, of which 707 are over 707, and the main business revenue exceeds 1 billion yuan. In 2012, Dongguan City The main business income of textile, clothing, footwear and cap industry reached 83 billion 413 million yuan, accounting for 9.3% of the main business revenue of the above scale industry, and the industrial added value was 22 billion 976 million yuan, accounting for 13.3% of the industrial added value above the city scale.

Over the past 30 years, the textile and garment industry chain has been continuously improved, and the aggregate effect and radiation capability have been continuously enhanced. The regional influence has been expanding. It has gone through the process of "no card OEM licensing brand name", and has won 7 national brand names, accounting for 17% of the industrial brand names in the whole country, and 28 famous brand names at the provincial level, accounting for 10% of the provincial brand names.

As one of the first ten textile industrial bases in the country, Dongguan has 3 industrial upgrading demonstration zones in Dalong, Humen clothing and Houjie shoes industry, and a number of textile and garment industrial bases in China's famous brand clothing manufacturing towns (CHA Shan), Chinese women's wear town (Humen), and China's famous sweater town (Dalang).

　　 Brand marketing makes the garment industry new

2012, to Dongguan Textile and clothing shoes and hats It is a tough year for enterprises, but Limited by Share Ltd has achieved more than 1 billion 600 million yuan in business revenue, up 46.64% over the same period last year. At the same time, the beautiful transformation of the independent underwear brand city beauty has become a bright spot for the clothing industry to seek new breakthroughs this year.

Limited by Share Ltd is the eighth listed company in Dongguan. Unlike traditional clothing enterprises, he did not build his own production plant, but instead focused on the "smile curve" at both ends for R & D and marketing.

The Dongguan city beauty Industrial Co., Ltd., located in Fengde Ling village, Fenggang Town, was fully aware of the significance of "Chinese creation" to modern enterprises at the beginning of its creation. From product development to sales camp, the brand production and production brand were emphasized on the whole, and the brand as the core competitiveness of enterprises was strengthened, and the traditional way of "product production" was abandoned. Urban beauty has also made a series of brand new upgrading around brand building, product upgrading and terminal experience, which has provided some successful references for the development of brand marketing.

Compared with search city and urban beauty, YISHION clothing is a typical traditional enterprise. As early as 10 years ago, YISHION made the transformation and upgrading of enterprises in a forward-looking way by building brands and strengthening design and research.

　 Policy support to gather industrial resources

Whether in search of city, beauty or YISHION clothing, their development path and their endowments are different, but they all share one thing in common. That is, taking the enterprise brand as the way out, enhancing the sales performance of the industry and improving the product popularity, it has also realized the perfect upgrading of the enterprise development, and has become the winner of the two commanding heights of the smiling curve of design, R & D, brand and marketing.

In the outline of the Pearl River Delta reform and development plan (2008-2012), it is clearly pointed out that the clothing characteristic industry in Dongguan should be made into an international brand with international influence.

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The creation of the brand of garment industry in Dongguan is not achieved overnight, and it needs to undergo a long process. The formation of industrial brand needs to be built through multi-storey system and experienced evolution process, including enterprise brand group, industrial cluster brand and international regional industrial brand. Such as Humen Town, through the cultivation of brands, creating Humen fashion innovation center, creating a consumption environment, accumulating fashion culture and other means to achieve product upgrading, upgrading and upgrading the clothing industry; Dalang town to the wool industry marketing planning, allocate about 1000000 yuan in the domestic and even more than 80 countries and regions of the world to "Dalang", "big wool weaving" trademark registration, successfully created the "big wool weaving" regional brand.

In recent years, governments at all levels in Dongguan have introduced a number of support for enterprises' independent innovation. Transformation and upgrading The supporting policy is to provide a good policy environment for the transformation and upgrading of garment enterprises. Take YISHION as an example. In 2010 alone, the support funds YISHION successfully applied to was more than 15 million yuan.

　 Optimizing the growth mode and focusing on the long term

The industrial chain is well matched and the advantages of industrial clusters are obvious.

In the future, the transformation and upgrading of garment industry will focus on promoting the transformation of industrial management mode, from extensive extension mode to intensive intension growth mode, and strive to turn the enterprise into a modern enterprise with low energy consumption, low consumption, high added value and high technology content, and encourage enterprises to take the road of endogenous growth and actively develop the domestic demand market.

According to the implementation plan of Dongguan to promote the development and transformation and upgrading of textile, clothing and footwear industry, by the year 2015, the transformation and upgrading of textile, clothing, footwear and hat manufacturing industry had achieved initial success, and the scale of the industry expanded further. The total industrial output value of the above scale increased by 10% annually, and 2 enterprises with over 5 billion output value were cultivated.