Humen Clothing: "Digital Intelligence" Butterfly Change R & D Design And Brand Marketing Break Through The Whole Link Of Industrial Transformation And Upgrading

"The textile industry is not only facing new development opportunities brought about by a new round of scientific and technological revolution, but also striving to tap new growth points created by digital economy." on September 26, at the Humen sub forum of 2021 Dongguan textile clothing and hat industry high quality development forum, vice president of China Textile Industry Federation, chairman of textile industry branch of China Council for the promotion of international trade Xu Yingxin, executive director of China textile international production capacity cooperation enterprise alliance, said.

Digital economy is a new driving force of global economic growth, and is also becoming an important driving force for China's economic upgrading, transformation and upgrading. As a traditional pillar industry, textile and clothing is also integrated into this digital transformation.

In 1978, Taiping handbag factory was born in Humen, the first enterprise in China, which has become the epitome of the development of China's textile and garment industry. A strong manufacturing foundation has always been the advantage of Dongguan and Humen. However, it is worth noting that the digital transformation not only enables the upgrading of manufacturing links, but also further promotes the extension of Humen garment industry to both ends of the "smile curve", promoting R & D design and brand marketing to open up a new situation and realize the whole link upgrading of the industry.

As a pioneer in the industry, Humen enterprises began to test e-commerce in 2003, and "moved" wholesale trade to the Internet. Relying on the strong logistics foundation accumulated in early years, there will be more than 10000 enterprises and individual businesses engaged in e-commerce in Humen Town in 2020, of which 90% are engaged in clothing and clothing; Through the third-party platform to achieve online sales of 51.8 billion yuan, express business volume of 410 million tickets.

"In promoting the integration and innovation of digital economy and traditional industries, synchronous development of tangible market and intangible market, and benign interaction between online and offline, Humen has delivered a brilliant report card," Xu Yingxin said.

The site map of Humen sub forum of 2021 Dongguan textile, clothing and hat industry high quality development forum. Materials and pictures

Win the competition of "creativity"

"At present, the transformation of the textile and clothing industry, in the final analysis, is a purpose, so that their enterprises can make good products, and then sell them smoothly." said LAN an, vice chairman of Dongguan Yichun Group Co., Ltd.

In the field of textile and clothing, "good product" means that the fashion design style can meet the needs of consumers, and the quality of clothing should withstand the test. Zhang Wei, vice president of pop global trend, said that the digital age is not only an era of quantity and cost-effectiveness competition, but also an era of creative competition and industrial collaboration. Various forms of industrial digitization can help enterprises win advantages in the competition of creativity.

As the "leader" of Dongguan textile and garment industry, Yichun group has formed a personalized customized clothing business ecological platform to realize the whole process of data driven and network operation. "There are 1500 people in Yichun R & D center, including more than 200 designers. Every year, we design and launch about 15000 styles, constantly adapt to market changes and update design styles and styles according to the trend," lan'an said.

In 2013, Humen Town Government, China Textile Information Center, Donghua University and Zhejiang University of science and technology jointly built Humen fashion design and R & D center, and gradually introduced high-end equipment and advanced technology such as 3D data scanning system, 3D fitting mirror, 3D clothing design and plate making system, online e-mtm system, 3D design vidya software, etc., to help designers quickly complete fashion design, It can greatly save the cost of plate making and provide technical support and innovative services for improving the product development ability of enterprises.

"Now is the digital age, many customers' repurchase is completed online, which requires clothing brands to further understand the target customer group positioning through online channels," said Han Yinyue, vice president of Guangdong Fashion Designers Association, founder / designer of the Hanah brand and top ten designers of Guangdong Province.

In addition to directly improving the work efficiency of the design process, Humen garment industry collaborative innovation center has also built a Humen garment cloud design trading platform. Through the digital platform, the design transaction link is opened, and designers resources from all over the world are gathered to promote the innovation and Entrepreneurship of designers, so as to serve the humen clothing industry. On the platform, designers can directly connect with garment production enterprises and end customers. Garment manufacturing enterprises can find and select suitable designers, and end customers can choose to buy products under the designer's name.

R & D design needs continuous creativity, and the root of creativity still comes from talents. To this end, Humen Town is planning to issue a number of opinions on the implementation of the "four famous projects" in Humen clothing industry to promote the high-quality development of the industry, so as to fully support the development of clothing skilled talents.

At the same time, Humen is striving to build a characteristic training system centered on the training of skilled personnel in garment industry, bringing many vocational colleges and vocational training institutions, such as Dongguan vocational and technical college, top vocational training school, Dongguan textile and clothing school and its high skilled public training sub base, into the "Humen Technology Valley" skill upgrading platform library, To provide more diversified training carrier for enterprise skills improvement.

Expand brand development space

Although the current clothing industry is still in the recovery stage, the clothing consumption demand has not decreased. From January to July this year, the sales volume of clothing, footwear, knitwear and textiles reached 767.3 billion yuan, a year-on-year increase of about 30%, 9 percentage points higher than the growth rate of total retail sales of consumer goods. Among them, online sales channels are active. In the first seven months of this year, online sales of wearing goods increased by 22% year-on-year.

From the perspective of enterprises, blue bank believes that the demand for clothing consumption is increasing, and there is no problem of narrowing the development space of the clothing industry as a whole, "In the process of clothing consumption, consumers do not consider whether to buy or not, but how to buy and which one to buy. Enterprises should consider whether the sales channels are right, the purchasing platform provided to consumers is inconvenient, and whether the price is appropriate.".

The booming consumer demand and e-commerce outlets create opportunities for the upgrading of Humen clothing marketing.

"It used to be that clothing enterprises had to have factories and many retail stores to make brands, but it was difficult for ordinary small and medium-sized enterprises to do large-scale expansion, which led to the fact that brands may not appear in the eyes of consumers very quickly." Xu Tianzuo, head of Tencent's wechat clothing industry, said that with the rise of various online retail and interest e-commerce platforms, even if clothing enterprises do not have offline stores, We can still reach more consumers through the new e-commerce platform.

The development of Humen clothing e-commerce began at the beginning of this century. In 2003, Humen garment enterprise "Star City International" took the lead in testing e-commerce and established a unique sales model of "physical stores + online wholesale trade". Since then, a number of clothing enterprises began to "electric shock". In 2007, Humen has gradually formed an e-commerce cluster area dominated by apparel e-commerce enterprises.

The mature logistics system formed by opening wholesale market in the early years also laid the foundation for the future growth of Humen e-commerce industry.

"The clothing industry is a traditional advantage industry in Humen. As the birthplace of southern style clothing, Humen has a relatively good folk business ecology, forming a very large wholesale market. Wholesale products from all over the country are transferred in Humen, so Humen is familiar with e-commerce." chairman of Humen e-commerce Industrial Park, National e-commerce demonstration base Wang Wei, executive chairman of Dongguan e-commerce Federation, said that Humen had started cooperation with Alibaba and other platforms around 2010.

Over the past 20 years, Humen has grasped the change of e-commerce format, realized the leapfrog development of e-commerce industry, and further consolidated its position as an important clothing town. In July 2015, Humen Town was rated as the "national e-commerce demonstration base" by the Ministry of Commerce of the people's Republic of China, and became the first national e-commerce demonstration base of clothing in China.

At present, Humen has built 7 e-commerce parks (districts and cities) with Humen e-commerce Industrial Park as the leader, with a total construction area of more than 280000 square meters. Nearly 3000 e-commerce enterprises have settled down or signed up for settlement, which is the most industrial characteristic and basic e-commerce base in Dongguan City, basically realizing the e-commerce of the whole industrial chain.

The data shows that in 2020, there will be more than 10000 enterprises and self-employed enterprises engaging in e-commerce in Humen Town, of which 90% are engaged in clothing and clothing; Through the third-party platform to achieve online sales of 51.8 billion yuan, express business volume of 410 million tickets.

In the new era, with the continuous development of 5g, industrial Internet, Internet of things, big data, artificial intelligence and other new technologies, digital economy is becoming an important engine to lead economic and social changes and promote high-quality economic development.

Hu Chunqing, the founder of Caoxian ChenFei Clothing Co., Ltd., comes from Caoxian, which is also famous for its clothing. Seizing the opportunity from digital channels, the "Caoxian Hanfu" has quickly launched a regional brand and promoted the development of regional clothing industry. Hu Chunqing said frankly that the scale flow of digital economy has brought great development attraction. From January to August this year, the output value of clothing industry in Caoxian county has exceeded 10 billion yuan.

In order to promote the construction and integration of 5g network and clothing e-commerce industry projects, Humen clothing e-commerce Industrial Park and China Unicom have carried out strategic cooperation to provide 5g HD video live broadcast, AR / VR, big data, artificial intelligence AI and other services for the development of garment e-commerce industry, and promote the transformation and upgrading of Humen clothing e-commerce through the "smart e-commerce + Internet of everything + big data + edge computing".

According to incomplete statistics, in 2020, enterprises in Humen e-commerce Industrial Park will achieve sales of more than 8 billion yuan, drive more than 4000 e-commerce jobs, and incubate a number of enterprises and brands with sales of more than 100 million yuan, such as Shezi, pafei, Tongxin (cross-border), Ming hang (cross-border).

With the digital Dongfeng, Humen clothing industry is ushering in a new development space.