Shantou Tide Textile And Garment Professional Town Wants To Build Regional Brand

Walking into the Chaonan District of Shantou, lingerie and lingerie on both sides of the road

Billboards make people dizzy.

"Women's underwear and nearly 80% of home furnishing clothes in the national 1/3 are produced in Chaonan, and there are 3 state-level clothing professional towns in the country, which are unique in the country!" Chen Wunan, Secretary of the Chaonan District Committee, said proudly to Nanfang Daily.

The author's on-the-spot visits found that the textile and garment enterprises here are experiencing a pmutation of survival of the fittest: from "three to one patch" to self created brand, from family workshop to national chain, from making products to doing the market, making standards.

A development path of pformation and upgrading by innovation is gradually clearer through the practice of successful enterprises.

Integrating home culture into fashion design

When people do the production, we make brands. When people make brands, we sell, the key is to constantly innovate their ancestors.

More than 20 years ago, Chen Shaohe, the two town of Chaonan, started a family clothing workshop with his family and a sum of money from overseas relatives.

After more than 20 years of market baptism, Mu Long Garment Co., Ltd. has grown into a large enterprise with nearly 1000 employees.

Chen Shaohe is busy preparing for the "2013 spring and summer ordering meeting" in two days.

"Mu Long Shi Jia" is a private brand founded in 2004 by Mu long company. It has been selected as the ten largest household clothing brand in China.

Before that, Mu long company mainly made wholesale by making men's clothing.

"At that time, I realized that if I continued to earn money from a large quantity of shipments, the profit margin would be too low."

Chen Shaohe said that he decided to make use of the advantages of local underwear industry cluster to create his own brand.

The development of Mu long followed by the fast lane, and the chain store of "Mu long Shijia" has been distributed in all the provinces and cities except Taiwan and Tibet in the past 6 years, with a total of nearly 500.

In the exhibition hall on the two floor of Mu long company, I noticed that many of them were designed by family.

Chen Shaohe said he had a professional design team.

Chaoshan culture attaches importance to the family, and Mu long home furnishing is also consciously integrated into the concept of "family culture" in the design. This idea makes Mu long obtain a great advantage.

"When people do the production, we start to do it.

When we were making brand, we began to do sales; when people were selling, we began to push the joint venture.

Chen Shaohe said that the key to business success is to innovate and advance.

He told the author, "2 years ago, we had online stores.

In another 2 years, we will strive to achieve 1 to 1 sales and online stores. "

Integration of specialized towns into regional brands

Along the National Road, a 14 story integrated trade city has been built, which will make up for the short board of logistics and public services.

In the Chaonan District, there are many other textile and garment professional towns such as two, Xia Shan, Chen Dian and so on.

The company is located in the two British town, Ding Tai Feng Industrial Co., Ltd. is a textile printing and dyeing enterprise.

Huang Xizhong, chairman of the company, said that the heat pfer printing technology imported from France realized the printing process, eliminating the two processes of energy consumption, pollution and steaming and washing.

The company has also developed a more advanced cold pfer printing technology and has begun producing printing machines based on this technology.

Guangdong Hongxing Industrial Co., Ltd., located in gorge, has also grown from a small garment factory to a large home furnishing enterprise integrating fabric development, product design, production and sales.

Another leading enterprise of Guangdong gorge Clothing Industry Co., Ltd. was selected by the relevant departments of the state to draw up the national industry standard for pajamas and knitted household clothes.

While enterprises are striving for innovation and development, the local government is also creating conditions for the pformation and upgrading of the textile and garment industry.

As a "family member" in Chaonan District, Chen Wunan is busy preparing for the end of the month, "2012 Chaonan underwear household clothing festival".

In Chen Wunan's view, this is a good opportunity for the Chaonan textile and garment industry to gather together to create regional brands.

The district and district governments will invite well-known experts in the field of domestic textile and clothing to take measures for the pformation and upgrading of Chaonan textile and garment industry from the aspects of brand positioning, profit making mode and operation mode.

Chen Wunan also introduced a 14 storey Mei Laishun through the 324 National Road in Chaonan.

The commercial city has been built.

Commerce city has also set aside e-commerce floors.

Next, Chaonan will further make up for the shortage of logistics centers and imperfect public services.