China International Apparel & Accessories Fair 2016 (CHIC Fall) Interview with Pinghu Clothing Industry

On October 11-13, 2016, China International Apparel & Accessories Fair (CHIC Fall) was held at the National Convention and Exhibition Center (Shanghai). During the period, Wu Jian, the chairman of the Clothing Culture and Creative Park Management Committee (the city's clothing industry design base), was interviewed.

Reporter: Please briefly introduce the Pinghu clothing industry.

Wu Dong: Our Pinghu garment industry started in the 1980s. After more than 30 years of development, the garment industry has become a characteristic advantage industry in Pinghu City, showing a high concentration of industries, distinctive industrial characteristics, strong export-oriented ability, and numerous backbone enterprises. The characteristics of strong development and vitality. At present, there are 126 garment enterprises above designated size, with an annual output value of nearly 15 billion yuan and direct export value of more than 1 billion US dollars. He has been awarded the title of “China's Exporting Garment Manufacturing City”, “China Apparel Multinational Procurement Industry Base” and “China Garment Industry Demonstration Cluster”.

For a long time, Pinghu clothing mainly focuses on export processing, focusing on production technology and brand quality. The garment enterprise has strong production and manufacturing capabilities, and “NIKE”, “REEBOK”, “ARMANI”, “NORTHFACE” and “Uniqlo”. More than 100 internationally renowned brands have established long-term cooperative production business. In recent years, under the wave of industrial economic transformation and upgrading, through the government's vigorous guidance and the company's own efforts, the city has also emerged a number of well-known enterprises and independent brands, such as Eyre's "I Jialin" game children's wear, " Yi Sijia "outdoor sportswear, "旎莱雅" boutique women's clothing and goods, Lima, Jack Feilei, LIN limited clothing, famous Shifan, speed map, Diyi Road, Ya Shili, etc., most Will participate in CHIC. Moreover, it was organized by the Pinghu Municipal Government and concentrated in the exhibition, which effectively improved the overall image of the Pinghu clothing industry cluster.

Reporter: Consumption reform accelerates market competition, and most companies are accelerating the road to reform and innovation in such an environment. What are the highlights of the Pinghu clothing industry that can cope with fierce market competition? (From brand culture, design style, technology research and development, intelligent manufacturing, marketing models, etc.)

Wu Dong: In the clothing industry in the city, the market share of ODM (design and manufacturing) and OBM (brand manufacturing) has been continuously improved. The OEM (OEM), ODM (design and manufacturing), and OBM (OPM) have gradually formed. Brand manufacturing) A diversified production model that coexists.

There are five main highlights. First, the production and processing capabilities continue to strengthen. Over the years, the garment enterprises of our city have focused on the international brand clothing OEM processing, actively introducing foreign capital and advanced technology and management experience, and the production and management level has been continuously improved. It has a number of leading enterprises such as Pinghu Huacheng Maohan Garment Co., Ltd., Mozhihua Industrial (Group) Co., Ltd., Zhejiang Aoyu Industrial Co., Ltd., Zhejiang Desheng Industrial Co., Ltd. and Jiaxing Guangyue Garment Co., Ltd. Second, the business model continues to innovate. Some enterprises in our city are striving to explore and innovate production, management and marketing models, and embark on a road of specialization and professional development. Such as the "cultural creativity" model: I Love introduced the Nordic COSPLAY costume culture, and its "I Jialin Happy Dream Workshop" set the game play culture experience play and product creativity, display and service in one, opening the new revolution of Chinese children's wear retail The idea was awarded the title of Provincial Industrial Tourism Demonstration Point in 2015, and this year won the “China Top Ten Children's Wear Brand” and “China's Children's Wear Most Cultural Innovation Award”. "Transboundary integration" mode: Yi Sijia has formed an advantage in outdoor sportswear products and related product development, and has closely integrated functional clothing with sports, sports and tourism, and began to expand product intelligence, research and development design "new smart jacket "and "Nano-carbon film superconducting heating clothing", with 12 directly operated stores and more than 180 franchise stores in China, this year signed a comprehensive strategic cooperation agreement with 153 stores in the East China region of RT-Mart to carry out in-depth cooperation. Specialized in the establishment of “Life Experience Pavilion” and “Outdoor Sports Club” to launch outdoor sports brands. "ODM (Design and Manufacturing)" mode: Feiling Feixun becomes a supplier of down apparel solutions, providing a full range of services in terms of design, fabrics, proofing, and brand operations. It is seven wolves, romon, samma, lion, and lachabel. , Oval dealers designated by domestic first-line brands such as Mark Huafei and Hongdou. "Net Red Marketing" mode: LIN limited clothing mainly relies on e-commerce, through the "limited customization + net red effect + fan marketing" marketing model, accelerate the development of consumer membership groups, with more than 3 million fans, to achieve e-commerce development and fashion ideas Walk along with innovation and entrepreneurship. At the same time, the Alibaba Pinghu Industrial Belt and the Alibaba Cross-border E-Commerce Service Center are operating well, with nearly 1,000 existing companies. The two major e-commerce entities have built a modern e-commerce trading platform, providing Pinghu enterprises with a total solution for domestic and foreign trade online channels, forming a regional brand marketing network. Third, the platform construction has achieved remarkable results. Pinghu Garment Culture and Creative Park integrates R&D design, brand incubation, inspection and testing, surface accessories trading, and creative design space. It has won the honorary title of provincial industrial design center, provincial small enterprise entrepreneurship demonstration base and Jiaxing cultural industrial park. It has become the main platform for the transformation and upgrading of the garment industry in our city. Pinghu·China Garment City has a good development momentum and has become a regional brand clothing distribution center and a local independent brand exhibition and sales center. Pinghu Brand Apparel Pioneer Park has made good planning and positioning, and strives to build a garment industrial park integrating entrepreneurial innovation, brand promotion, culture and art, display trade, tourism and shopping, and create a fashion town and fashion industry park. Fourth, the government's support is constantly increasing. In 2015, the city specially formulated and issued (Ping Zheng Fa [2015] No. 45) "Pinghu City People's Government on Printing and Distributing the Opinions on Further Supporting the Implementation of Brand Establishment and Promotion of Apparel Enterprises", and 8 clothing enterprise brands were included in the key promotion projects of brand promotion. To increase the policy support for the creation and promotion of clothing enterprise brands; in 2016, the city has sorted out the policies and researched and formulated (Pinghu City [2016] 22) "Pinghu City to promote economic transformation and upgrading and innovation development policy", Among them, there are related support policies for clothing enterprises such as “space exchange for land”, “machine substitution”, “e-commerce exchange”, “two-in-one integration”, brand creation promotion, R&D design center construction, and enterprise scale. Fifth, the event is held in a variety of ways. The city has held 4 consecutive service fairs and fashion design competitions, including group exhibitions, design institutes and local enterprise matchmaking meetings, fashion week series activities (design competitions, famous designers new product release and forums, brand clothing online and offline exhibitions, Youth network model contest, etc.). This year's fashion design competition has just ended, attracting 532 teams from Greece, Britain, South Korea, Hong Kong and other international and domestic institutions and designers to participate in the competition. The “Wild Hunter” of Bai Ziyu’s work, Bai Ziyu’s collaboration designer, was awarded the gold medal.

Reporter: Your cluster will participate in the CHIC2016 Autumn Exhibition. What kind of business effect do you hope to achieve?

Wu Dong: The companies we exhibit at this time include smart technology, ODM, fashion women's wear, boutique men's wear, glamorous children's wear, modern denim, warm down and other types of enterprises, covering the major categories of Pinghu clothing. On the CHIC platform, we hope that the self-owned brand clothing enterprises can establish cooperative relationships with well-known brand operations, marketing channels and domestic and foreign service companies at home and abroad, and upgrade their own brands to build well-known brands at home and abroad; on the other hand, OEM, ODM Apparel companies can establish production business cooperation relationships with well-known brand and clothing design companies at home and abroad, receive large orders and increase production value. At the same time, we hope to establish cooperative relations with various institutions of higher learning, scientific research institutions and major media platforms to promote the in-depth development of industry, academia and research, and expand the influence of Pinghu clothing.

Reporter: Compared with the spring exhibition, CHIC Autumn Exhibition pays more attention to the integration of supply chain. What are your needs or suggestions for supply chain optimization? You can talk about it briefly!

Wu Dong: The supply chain of the garment industry is mainly the surface and auxiliary materials. The innovation and popular trend of garments mainly rely on the development and innovation of new types of surface accessories. Pinghu clothing enterprises have relatively large demand for accessories such as down, outdoor, men's and women's wear, and children's wear. Through the CHIC platform, we are able to discover the latest trends in surface materials and accessories, and we can establish partnerships with various large-scale accessories market and surface accessories suppliers in Jiangsu Shengze, Shaoxing Keqiao, etc. to accelerate the metabolism of the apparel industry. As a public service platform, Garment Culture and Creative Park can establish various forms of cooperation with the surface accessories market and surface accessories suppliers to achieve accurate matching between supply and demand. At the same time, effective supply chain management can reduce the total cost of enterprises by about 20%, increase the on-time delivery rate of node enterprises in the supply chain by more than 15%, and shorten the cycle time from order to production by 20% to 30%. And maintain a stable and lasting competitive advantage. We actively promote the application of “Internet+” in all links of the apparel industry supply chain, promote the establishment of a joint inventory management model for balance of power and responsibility and risk sharing in the upstream and downstream of the supply chain, improve the rapid response capability of the apparel enterprise market, and improve the operation of apparel enterprises. Efficiency and effectiveness. Finally, we suggest that the CHIC platform can fully integrate the surface and accessory supply market, optimize the supply chain, provide a display platform for the surface accessory suppliers, and be a “matchmaker” for apparel companies and accessories suppliers.

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