Humen International E-Commerce Festival 2020 Will Be Held From December 8 To 10

Humen International E-commerce Festival 2020 will be held from December 8 to 10. When you walk into the clothing stores of all sizes in Humen, you can always see the light circles, live stands and enthusiastic anchors set up in the store. You can easily open the live broadcasting interfaces of Taobao and tmall, and the live broadcast of "large women's wear" in Humen is at the forefront. "In the category of tmall's women's wear, humen's live broadcast of women's large size firmly occupies the top three." Wei Jianjun, general manager of Humen e-commerce Industrial Park, said that according to the number and popularity of domestic women's clothing businesses, this is something to be proud of.

In recent years, the local government has launched relevant policies around the "Internet +", supply side reform and the belt and road initiative to actively promote the development of e-commerce market. With the continuous deepening of "Internet +", the development trend of e-commerce market is developing to the subdivided fields. "We have been involved in live broadcasting in 2017, and businesses have begun to adopt this method in a large number in 2018." The relevant person in charge of Humen E-Commerce Association said.

From the portal website in the 1990s to the most popular live delivery with goods, Humen e-commerce always has a keen sense of smell and accurately grasps every "outlet" in the rapidly changing Internet changes.

Portal website completes the first step of promoting Humen E-commerce

The first "tiger business" can be traced back to the status of the clothing industry in the 1990s.

The Pearl River Estuary, Lingdingyang edge, Humen location is superior, "well-informed", the latest business trends can always be alerted. At that time, the Internet sprouted in China, and a number of people in Humen began to try to build websites for clothing industry. "In the 1990s, Humen had three major portals: China clothing wholesale network, Humen clothing network and Fumin clothing network. At that time, we were in the top five of the country." Wang Wei, executive chairman of Dongguan e-commerce Federation and chairman of Humen e-commerce Industrial Park, said that the portal was aimed at promoting businesses, and the revenue was limited to "advertising fees" from customers.

    The birth of Humen clothing industry was not a sudden stroke of genius. At that time, Humen clothing industry had gone through the transition period of 1980s. The government began to guide the development of clothing industry. A number of trade cities focusing on clothing trading, such as Fumin commercial building and Broadway shopping mall, appeared one after another. The whole clothing industry ushered in a "blowout" outbreak, and the name of "southern style fashion" in the clothing industry has also since then I was told to open. With the popularity of "word of mouth" and "customers" in China, it is not only the rise of these "old names".

In 1999, Alibaba launched a Chinese trading market focusing on domestic wholesale trade (now known as "1688"). In May 2003, Taobao was established. After the appearance of Taowei and alibaba.com, taobao.com has gone down. However, relying on the connectivity nature of the portal website, Humen clothing industry has completed the first "touch" of the Internet, and many manufacturers and businesses have been branded with the Internet.

At the same time, the clothing industry is sensitive to the fashion trend, which makes a few enterprises in Humen take the lead in testing e-commerce as early as 2003. A clothing trade transformation is moving towards the Pearl River and moving towards the "crest of the storm".

Take goods downstairs and sell upstairs with zero cost to cultivate e-commerce talents

"E-commerce is not inspired by anything. E-commerce is just a channel. Using e-commerce is a natural process. Humen has a very good business foundation. Businesses are willing to accept new things and act quickly." Wang Wei said. In 2003, a small number of enterprises in Humen tried water e-commerce, but they always lacked some strength. "It's like throwing a stone at the mouth of the Pearl River. The spray is a little bit small." Wang Wei said that he always wanted to do it. At that time, he thought, if only the payment problem could be solved.

The turning point took place in 2008. That year, the Alibaba platform had been set up and the payment problem had been solved. "We started to do e-commerce from then on." Wang Wei said.

"More than a year later, Daying's e-commerce has started." Wang Wei said that Humen also has rich people and the Yellow River as the source of goods. For such a large clothing market as Humen, the capacity of only one e-mall is far from enough. Later, more and more e-commerce companies were distributed in various parks of Humen. "At that time, it was very difficult to enter this industry and didn't understand anything. Even Baidu search" matting "strategy was hard to find." Hu Kai, general manager of Humen Kailin Clothing Co., Ltd., said that after more than a year's efforts, it began to make profits at the end of 2010. After nearly 10 years of development, hukaixin registered company has an annual sales volume of 20-30 million yuan. "Today, nearly half of the members who started businesses in the same period are doing e-commerce in Humen." Hu Kai said.

It is precisely because of the keen sense of smell of Humen clothing industry that it has cultivated and retained a number of e-commerce talents who are "rooted in Miao Hong" for the local people. With daily study and exploration, all those left behind are "elite soldiers" who are familiar with the "river and lake" of e-commerce, which provides important conditions for the next "outbreak period" of Humen e-commerce.

Uneven development of the industry, emerging crisis

In 2010, the first batch of merchants settled in the "Alibaba Daying e-commerce factory goods direct batch platform" tasted the sweetness of online wholesale, and more and more people were staring at the "cake" of e-commerce. In 2012, Humen E-Commerce Association, the first town level E-Commerce Association in Dongguan, was established. Since then, humen's clothing e-commerce development ushered in the first outbreak period.

In 2012, there were more than 5000 enterprises or individuals engaged in e-commerce in Humen Town. The e-commerce transaction volume of Humen Town was about 15.66 billion yuan, and the daily average e-commerce express business volume was 232600 tickets, and the average annual growth rate of transaction volume was more than 30%. However, there is a huge crisis lurking behind the explosive growth of e-commerce due to the uneven practitioners.

"From 2011 to 2012, there were two crises in the development of the company." Hu Kai said that at that time, the development of the whole industry was not standardized. The company had problems with trademarks and sampling ingredients. After that, a series of measures such as the establishment of the E-Commerce Association, the cooperation of industrial belt platforms, and the establishment of professional testing institutions, the company followed up and solved these problems and survived the difficulties.

At that time, humen's e-commerce enterprises were mixed with each other, and the low-quality and low-quality products were prevalent and the homogenization was serious. As a result, consumers' complaints increased significantly, which not only made the living environment of e-commerce enterprises fall into a vicious circle, but also overdraw the trust of the whole industry. The person in charge of Humen E-Commerce Association said: "what impresses me most is that once the director of the Bureau of industry and Commerce called me, there were more than 800 e-commerce complaints in half a year. The main complaint is that the signs and signs are not standardized. For example, some label cotton content 90%, in fact only 60%, the phenomenon of substandard goods is countless. "

Government moves to "break first and build later" e-commerce grows wildly and develops normally

Break and then stand, seek opportunity in danger. That is to say, since 2012, Humen local government officially intervened to coordinate all kinds of e-commerce resources, guide the development of the industry, and solve the "biggest" crisis in the industry exhibition. In November 2012, Humen established Humen E-Commerce Association, the first E-Commerce Association in Dongguan. Since then, Humen e-commerce has ushered in more and more high-quality opportunities under the official guidance and planning.

In June 2013, Humen actively invited a third-party testing center to inspect the standards of various kinds of textile and clothing produced in the town, so that the products of Humen can be provided with authoritative certification, so as to protect the interests of consumers to the greatest extent. The above-mentioned person in charge of Humen E-Commerce Association said that the association also invited professional testing institutions to make a set of reference standards for Humen clothing industry, and complaints were significantly reduced later.

Subsequently, Humen invited experts from the Ministry of Commerce of the people's Republic of China, the belt and road initiative and other experts to investigate the e-commerce format of Humen, formed the humen clothing e-commerce research report, issued the humen clothing e-commerce development plan, the Interim Measures for the management of Humen Town e-commerce special funds, and strengthened the policy guidance for Humen e-commerce industry The business form has entered a new period of government planning and development.

Welcome the "supply chain +" Humen e-commerce into a high-quality stage

With the joint efforts of the local government and enterprises, Humen e-commerce, which has survived the crisis, gradually presents the situation of the second round of outbreak. In 2013, Alibaba invested 6 million yuan in the construction of Humen industry platform with Alibaba. On August 26 of that year, Humen clothing industry belt platform project was officially launched. On September 4, Humen clothing industry launched the "94" promotion on Alibaba platform.

At that time, it was rare for local businesses to participate in the large-scale development. According to the relevant person in charge of Humen E-Commerce Association, businesses have a very keen sense of smell, and the development of the whole e-commerce format is also in the forefront of the industry. "Since the cooperation with Alibaba, many of their new categories, new projects and new playing methods have been tested in Humen first, and then promoted throughout the network."

In 2014, Sina Weibo, Jumei Youpin, Jingdong, Alibaba and other enterprises went to the United States for listing. "Due to various interest relations and competition, the rule change of each platform has accelerated since around 2014." Humen related e-commerce said that at that time, in order to keep up with the pace of the platform and increase the order volume, many businesses continuously participated in the "fire fighting" and other platform activities at that time, and finally "harvested" the full inventory.

From then on, Humen e-commerce people began to think about their own rhythm, and it was "impossible" to go down by participating in the discount and promotion of the platform. "At that time, businesses were tired of participating in all kinds of competition, which was also a process of shuffling. After that, the remaining businesses were basically in a stable state." Humen related businesses said that after the price reduction and promotion of the platform, businesses are less and less involved, and they begin to pay attention to flat sales (daily sales). "The core advantage of Humen clothing industry is to do cost performance." Wei Jianjun said that the source of production can't match Shenzhen, and the price can't compare with Shahe, Guangzhou. However, Humen can improve the cost performance of clothing by relying on the advantages of its supply chain, and it can make great achievements in some subdivided fields, such as humen's large size women's wear and fashion professional wear.

Therefore, in 2014, Humen e-commerce ushered in the second round of formal outbreak, which is also the beginning of the first "Five-Year Plan" of Humen e-commerce. In June 2014, Humen e-commerce Industrial Park was established. Relying on its specific positioning and one-stop e-commerce service, Humen leapt up and became a new "signboard" of Humen. "Employees of enterprises in the park can not leave the park for a week." Wang Wei introduced that the park provides one-stop services such as platform, talent, supply, photography, express logistics, etc. focusing on the positioning of professional women's wear, enterprises can also better cope with the situation when they get together.

In 2015, Humen Town formed a "1 + n" e-commerce development pattern with Humen clothing e-commerce Industrial Park as the leader, and was awarded the title of "national e-commerce demonstration base" by the Ministry of Commerce of the people's Republic of China, and became the only national level clothing e-commerce industry demonstration park in China. In December 2016, Humen e-commerce Industrial Park was appraised by the Ministry of science and technology of the people's Republic of China, and was awarded the title of "National Science and technology enterprise incubator". It has developed into seven specialized parks, namely Humen e-commerce Industrial Park, Daying clothing E-commerce mall, Baida International E-commerce mall, Huanghe E-commerce mall, Yulong Small Commodity E-commerce mall, yuecompanion children's clothing E-commerce mall and Zhenghe E-commerce mall.

The rise and prosperity of e-commerce Industrial Park has injected strong power and vitality into Humen e-commerce. At present, more than 3000 e-commerce enterprises have settled in the seven parks. It is understood that the current sales volume of Humen e-commerce industrial park reaches 8 billion yuan. In 2018, there are 13 e-commerce enterprises with a transaction volume of more than 100 million yuan in the park, and more than 30 e-commerce enterprises with annual sales of more than 100 million yuan in the whole town.

In December 2018, Humen e-commerce Industrial Park applied for the establishment of "Guangdong e-commerce Industrial Park Standardization Technical Committee", which was approved by the provincial market supervision bureau. In view of the common problems existing in the current e-commerce Industrial Park, the "Guangdong e-commerce Industrial Park standard system table" was established, including the establishment of Park Logo setting management, information security management, park supporting services, warehouse Storage and logistics system and other public service series of e-commerce industrial park standards.

In 2019, there are more than 10000 enterprises and individual businesses engaged in e-commerce in Humen, of which 90% are engaged in clothing and clothing. The online sales volume is about 47.8 billion yuan through the third-party platform, the annual express business volume is about 380 million tickets, and the daily average e-commerce express business volume exceeds 1 million tickets, accounting for about one fourth of the express business volume of Dongguan City.

The national industry association gives great support to humen e-commerce. The circulation branch of China Textile Industry Federation has held an e-commerce development forum in Humen for three consecutive years to promote the rapid development of Humen e-commerce with the power of the national top e-commerce platform.

At present, Humen Town has gathered more than 2300 garment production and processing enterprises, auxiliary materials, embroidery, printing and dyeing and other supporting production enterprises and institutions, as well as clothing vocational education and training, design, consulting, planning, logistics and other supporting service enterprises and institutions, forming 40 clothing and apparel professional markets, covering clothing, surface accessories, clothing machinery and other categories, and has all kinds of clothing and apparel registration More than 50000 brands.

"Over the years, the division of labor in industries has become more detailed and professional, and businesses are increasingly complying with intellectual property rules." According to the above-mentioned person in charge of Humen E-Commerce Association, the development of the industry forces the industrial chain to be specialized. Now proofing, design, cutting, sewing, buttons, tags, packaging, etc. tend to be professional production. Moreover, orders today can be delivered tomorrow, which makes the industry more risk resistant. At the same time, many businesses pay more and more attention to intellectual property rights and pay to buy design with property rights. The bad habit of plagiarism is greatly improved, and the development of the industry is healthier.

The development of the industry has entered a high-quality stage, which has attracted more and more people to Dongguan. Mr. Li, from Shanghai, sold his house in Zhejiang and went to Dongguan to start a second business. Since 2017, he has been fighting against the "change" of professional clothes, and has made his own way in the process of seeking change. Peers call it "the reformer of traditional professional wear and the leader of Humen fashion professional wear". "The origin of Humen has realized the" transformation "of professional wear Mr. Li said that he had made a new adjustment to the style, color, quality and vision of professional wear. He broke away from the "black and white" stereotype of traditional professional wear. Now there are more than 50 kinds of fashionable professional wear styles (different versions and colors), and there are more than 100 factories associated with him.

Now, the attraction of Humen is not only the advantages of clothing origin, but also the strong atmosphere of e-commerce format has attracted many businesses to "set up camp". Many enterprises in Dongguan and other provinces and cities have been set up, and some enterprises have come to Dongguan for development.

Traffic dividend brings new opportunities, e-commerce develops into the core

In the new era, the injection of flow dividends has brought new opportunities for the development of Humen electric fans. Meituan, pinduoduo, shuoyin and Kuaishou have sprung up one after another, starting a new round of "separatist regimes".

Rapid "change" and "response" have already become the daily life of Humen e-commerce people. "Today is the training teacher, tomorrow may be the student." Wang Wei said that e-commerce is characterized by rapid changes, and it is necessary to constantly learn and adapt to new changes. For the future development, Humen strives to achieve the whole regional promotion of Humen e-commerce. At present, in addition to clothing industry, information transmission cable industry, life service e-commerce and other industries, e-commerce is also gradually developing.

At the end of 2019, Humen issued the e-commerce development plan of Humen Town, Dongguan City (2020-2025), which is the second five-year plan of Humen e-commerce. According to the plan, by the end of 2025, e-commerce will cover the main industries in Humen Town. With e-commerce in the clothing industry as the leader, both domestic and international markets should be given equal attention, e-commerce service and e-commerce application enterprises should be gathered equally, and technology application and mode innovation should be equally emphasized. The integration of E-information, business and tourism industries, e-commerce collaborative development, and e-commerce application of life service industry should be promoted, so as to create domestic Internet application, modern service industry developed and residents It is a town wide demonstration area with convenient life, and promotes the application of Internet in government affairs, manufacturing, commerce, tourism, transportation, medical treatment, education, social security, and life services.

With the coexistence of challenges and opportunities, Humen is once again standing on the cusp of a new round.

However, the tide in the Pearl River Estuary has never stopped.