Zhu Huaze: Promoting The Integration Of Culture And Clothing Industry

In 1840, the artillery of the Opium War opened the door of the Millennium China, and opened the prelude to modern Chinese history. In the 1978 year of the year, China's first "three to one supplement" Taiping handbag factory settled in Humen, sounding the horn of China's reform and opening up.

Starting from the Taiping handbag factory, with the help of China's reform and opening up, the positive guidance of the government, the development of market economy and the pfer of global industrial gradient, Humen's textile and garment industry has gone from scratch, from small to large, from weak to strong, from unlicensed to famous brand development.

Since then, Humen has also become a fertile land for investment. During the past 30 years of reform and opening up, a large number of foreign enterprises, private entrepreneurs and self-employed enterprises have made their own careers in Humen.

Zhu Huaze, executive vice president and Secretary General of the Humen apparel and apparel industry association, said that Humen's successful experience is that even if the sack is pformed into clothes, it will be looted. In the early twentieth Century, 80 years ago, the future of manufacturing was foreseen, and the way of brand development was explored step by step, and the mode of integration of factory and production and marketing was explored. Humen's long-lasting secret lies in the pace of industrial pformation and upgrading ahead of the times.

Reporter: How did the textile and garment industry grow and germinate in Humen without any industrial foundation?

Zhu Huaze: after the reform and opening up, Humen took the lead in introducing Taiping handbag factory on the basis of geographical advantages. In fact, it was the beginning of Humen's clothing and apparel industry.

At that time, the four wheels of Dongguan, town, village and group were pferred together to push one town and one product, and costumes became the first choice for Humen to develop economy.

In the early 1990s, there were capital cities in North Guangzhou, Shenzhen in the South and Shenzhen in the middle.

Humen is historically a trading place. It is one of the eight main gates that flow into the South China Sea from the main streams of the Pearl River system. With the advantage of proximity to Shenzhen and Hongkong, fishermen buy barter from the sea, residents purchase from the Chung Ying Street, and bring back a large number of daily commodities from Hongkong, most of which are clothing supplies, forming an early stall, and then gradually developing into a street of foreign goods, attracting a large number of neighboring towns and neighboring cities.

With the further opening of policies, locals are no longer smuggled, but rather wholesale.

The flow of goods and people gathered in Humen grew rapidly. Individual merchants had to move to the walls near the road and set up shantytowns.

But soon the streets could not accommodate the expansion of the scale.

In the 1992 year of the year, the government invested in the construction of the rich people's fashion city, pferring shanty stalls to the professional market, and unified management.

With the rich people's fashion city, Humen clothing began to change from spontaneous and free form to regularized, large-scale and professional orderly development.

So the Fu Min fashion city is a commercial aircraft carrier, and also an incubator of clothing brands. Most of the famous brands in Humen are developed in rich people, including YISHION, which has been wholesale in Fumin commercial building. It can sell 7 pieces per day at most, and it can send 2 million pieces a month at most.

Zhu Huaze: I think the fashion and clothing industry in Humen can form today's development trend, mainly because of the perfect combination of the invisible hand of the market and the visible hand of the government.

In the early days of reform and opening up, the prevalence of individual clothing vendors and wholesale trading became larger and larger. The government was not confined to the argument of "surname society, surname and capital", but emancipated the mind and dared to take the lead in the world.

In the early 1990s, the wholesale trade of clothing increased rapidly. The government respected the rules of the market, and exported the capital construction professional market for snobbish. At the national level, the first China (Humen) International Fashion Fair was held to foster local brands and promote the formation of the new pattern of Humen clothing and apparel industry.

The perfect combination of market resources and administrative resources has made Humen clothing achieve a qualitative leap from scratch, from small to large, from weak to strong, from no card to famous brand in 20 years.

Now, Humen already has more than 50 thousand clothing trademarks, of which more than 20 brands are above the provincial level. In Humen's more than 40 professional markets, there are 22 wholesale and retail markets and more than 10 accessories market.

Zhu Huaze: first, the restriction of land resources.

Humen's location advantages and pportation advantages and prosperous business services attract more and more investors, but it is difficult to find spare factories in Humen, including existing enterprises.

The four wheels of Dongguan, town, village and group turned together, which greatly stimulated the development of town and village economy, but inevitably left behind sequelae in urban planning, land use and environmental protection.

Nowadays, it is very difficult to find suitable land in Humen because of the construction of foreign investment and the expansion of existing enterprises. Only the "three old pformation" increases the stock, but the effect needs to be strengthened.

Second, the constraints of human resources.

Both blue collar workers and high-end white-collar workers show a shortage of labour.

The clothing industry in Humen has a peak period of over 350 thousand people. After the financial crisis in 2008, the number of employees has been decreasing. Many enterprises have pformed from wholesale traders and OEM manufacturers to brand creating enterprises. They need to expand sales channels, and the gap in designing, marketing and managing high-end talents is bigger.

Third, the constraints of capital elements.

In the process of becoming bigger and stronger, almost all enterprises have encountered the problem of financing difficulty. Under the condition of insufficient funds of their own enterprises, the financial lending policy of banks is tightening up, and enterprises are often forced to look for bridge funds. The cost and risk are very high and it is difficult to sustain.

Fourth, the restriction of ideology.

Many of the older generation of business owners are confined to the idea of making small profits and easy work. The leadership has failed to emancipate and break the mind, and some enterprises have stagnated or even gone downhill.

Fifth, the constraints of planning lag.

In the early days, there was no rigid planning for the clothing and clothing market, and the market homogenization competition was serious. After many specialized markets were built, the business results and benefits were not very satisfactory, and the infrastructure facilities were not followed up, such as roads, pportation, accommodation, culture and other supporting facilities.

Zhu Huaze: I think pformation and upgrading are two different concepts.

The main way of pformation of Humen garment enterprises is to pform foreign trade into domestic sales and spin off brands.

In fact, the government has also promulgated relevant policies to encourage foreign-funded enterprises to turn to domestic sales, encourage enterprises to pform into brand businesses, and pform into headquarters enterprises based on R & D and marketing.

From the perspective of upgrading, the upgrading of Humen's clothing industry includes: first, brand upgrading.

We should speed up the strategy of clothing brand and create the city image card of Humen.

Humen is an important cluster of China's textile and garment industry. It has "famous Chinese clothing city" and "Chinese women's clothing town". Last year, it also won the title of "China's children's wear town". Now it is also declaring the unique national famous brand model for leisure wear brand innovation.

The brand image of these cities plays an important role in promoting the development of clothing industry and clothing brand.

Second, marketing upgrading.

E-commerce has become an important starting point for industrial upgrading.

In recent years, Humen has put forward the slogan of "upgrading of industries and the first step of electricity suppliers", and has built eight industrial parks.

There are more than 5000 enterprises in Humen, of which more than 90% are related to clothing and apparel.

In 2013, Humen clothing sales reached 21 billion 900 million yuan.

Third, quality upgrading.

The comprehensive reform and pformation of technology, equipment and management will realize the upgrading of the quality of the garment industry.

In the thirty years of development, we see that too many brands are falling down overnight because of quality problems, or even a batch of goods that fail to meet the standards.

Prosperity is difficult, and decay is only in the twinkling of an eye.

In recent years, the government and associations have been pushing quality standardization, and even the labels of clothing have been printed in strict accordance with the standards.

Pedestrians and drivers can see through the Humen avenue that the slogan of "quality branding and quality promotion" can be seen on the advertising promenade of the middle clothing brand.