Henan Clothing: From The Capital Of Trousers Industry To The International Fast Fashion

Making fast fashion is a challenge for Henan garment enterprises.

December 2010, a special month, is the last month of the national "11th Five-Year" plan.

This month's clothing industry in Henan is busy.

12 in the middle of the month,

Learning and recharging is a major event for many Henan apparel entrepreneurs at the end of the year.

Zhao Sunli, the boss of Ya Li Da and Liu Tao, the boss of ESEY, studied in Kaifeng in the province. During several days of intensive study, they abandoned all kinds of miscellaneous things and shut down their lectures. The latter went to Beijing to study immediately after finishing their orders.

"At the end of the year, there is another major event in Henan's clothing industry."

Li Gang, chairman of the full-time executive chairman of Henan garment industry association, said the "big event" refers to the press conference organized by CAVA, a brand operated by Henan Bei Jialong dress limited company.

This is a "unexpected" release, which is different from the "Chinese women's pants watching Zhengzhou" which is well known throughout the country. This spring and summer conference held at Xuanyuan hall, Zhengzhou International Convention and Exhibition Center, announced to the whole country that Henan clothing enterprises have entered the "fast fashion".

Li Gang, who is very popular in Henan's clothing industry, is busy like a top. In December 18th, she was investigating in the field. She received news and hurried back to Zhengzhou. On the 19 day, the person in charge of Fujian's Feng Zhu textile Polytron Technologies Inc, who was a listed company in Jinjiang, wanted to come to Xinyang's inspection in Henan.

What is Henan's clothing industry? There are various signs that Henan garment industry will have an unusual performance in the coming 12th Five-Year.

Industry is developing at full speed

According to the statistics of China clothing association, in 2006, the total output of clothing in Henan was 206 million 590 thousand, an increase of -15.12% over the previous year, accounting for 1.22% of the total in the country. In 2007, the total output of Henan was 265 million 810 thousand, an increase of 29.32% over the previous year, accounting for 1.32% of the total in the country, ranking eleventh in 2008. In 2008, the total output of Henan was 347 million 110 thousand, an increase of 35.79% over the same period last year, accounting for 1.68% of the whole country, ranking at ninth position. In 2009, the cumulative output of Henan was about 18%, up from the same period last year, accounting for the proportion of the whole country.

Li Gang said that apart from Zhengzhou's trousers industry and women's wear, Nanyang has strengthened its industrial chain coordination with Hubei, Xiangfan and other surrounding dyeing and finishing enterprises, and formed a textile industry base characterized by clothing and home textiles and mainly cotton spinning.

Xinxiang has consolidated the advantages of viscose and industrial textiles, and has made efforts to expand the scale of clothing and home textiles, and become an important production base for chemical fiber and textiles.

Zhoukou has made great efforts to increase the proportion of high count worsted, blended and colored cotton textiles, develop weaving and dyeing and expand the scale of garments.

Kaifeng builds a cotton textile industrial cluster dominated by high quality knitting yarns.

Anyang highlighted the matching of dyeing and finishing, improved the knitting industry chain and developed into a knitted apparel industrial cluster.

Shangqiu focuses on industrial clusters like Xiayi and Suiyang, and develops into a knitted children's clothing industrial cluster.

Focusing on the development of nylon industry chain, such as nylon fiber, cord fabric, airbag silk and decorative yarn, Pingdingshan relies on Shenma stock as the leader to develop hi-tech fiber and industrial fiber, and guide the development of industrial textile enterprises.

In addition, Shangqiu cotton clothing and Luoyang knitted fabrics also have obvious industrial agglomeration efficiency and strong market competitiveness.

Since 2005, the clothing industry in Henan has maintained an annual growth rate of 35%. Even in the 2009 of the international financial crisis, it has achieved an increase of 25%.

This kind of rapid development can be confirmed from the development track of Zhengzhou women's trousers enterprises.

Five years ago, the women's pants brand "ESEY" in Zhengzhou had almost no stores, and the number of provincial agents was no more than 10. The chairman of ESEY, Liu Tao, told the newspaper reporters that the company began to implement the monopoly mode in 2005 and has embarked on the road of rapid development.

Five years later, ESEY has become a professional trousers company with more than 1500 employees. Its annual output exceeds 4 million, and its sales volume exceeds 200 million yuan. It has more than 20 national provincial branches and nearly 1000 standardized stores.

Alice, a female trousers manufacturer, has set up a provincial distribution center and branch in 20 large and medium-sized cities in the country, with more than 1500 exclusive stores and shopping malls.

Zhao Sunli, chairman of Ya Li Da, told our reporter that in the past five years, 2007 was a year of great changes in products and capacity of the company. Washing products began to become an important part, breaking the original pattern of chemical pants.

In the past five years, a number of women's trousers brands represented by M·SUYA, Yali Da, ESEY, Klose rose, and nlun have begun to move to the whole country. The influence of Henan clothing in the whole country has become increasingly prominent.

"Chinese women's pants watching Zhengzhou" is a loud slogan of Henan's clothing industry.

In August 2005, more than 10 women's trousers brands in Zhengzhou held a press conference on "Chinese women's pants watching Zhengzhou" in Beijing's Great Hall of the people, sounding the bugle of Zhengzhou's trousers industry cluster to the whole country.

In the same year, M·SUYA became the first Henan garment enterprise to appear on the CHIC.

Five years later, in 2010, on the same CHIC, 6 garment enterprises in the Zhengzhou textile industry garden, as the business representatives of Zhengzhou trousers, made a collective appearance, stunning the whole country.

After more than 10 years of development, Zhengzhou's women's trousers have become the largest industrial cluster of women's trousers in China. Zhengzhou's clothing industry has also become one of the fastest growing regions in China's apparel industry.

Li Gang said that for Zhengzhou, the association's planning is to start with the trousers industry, and then promote the development of women's clothing and men's wear. After a few years, the concept of "Zhengzhou women's trousers + Zhengzhou women's wear + Xinmi men's trousers and Zhengzhou clothing" is formed.

Industrial Park upsurge

The future is always based on countless past.

If "11th Five-Year" period, what is the most practical thing for Henan clothing enterprises, that is, you can own your own home.

For many garment enterprises in Henan, in the past decade or so, moving around and not having their own fixed plant is a great injury.

The practice of industrial development in many regions has proved that only by holding together can we integrate resources better.

Li Gang said that during the "11th Five-Year" period, the construction of industrial parks has contributed to the development of Henan's garment industry.

In 2006, Zhengzhou Textile Industrial Park began planning and construction.

Moreover, according to the "11th Five-Year" development plan of Henan Province, Xinmi Qu Liang dress garden, Xinxiang garment garden and Zhengzhou 27 garment industrial park are listed as the three major bases of the garment industry in Henan Province, which are mainly men's wear, children's wear and women's wear.

In addition, Henan, Luoyang, Kaifeng, Shangqiu, Anyang, Yiyang, Zhoukou and Dengzhou all have or are constructing garment industrial parks.

Take Zhengzhou as an example, in 2009, two cities in Xingyang and Xinzheng planned to build garment industrial parks.

The construction of industrial parks is not only the need for the rise of local garment enterprises, but also the inevitable requirement of industrial pfer.

Li Gang believes that the textile and apparel industry chain in Henan is not perfect, and the industrial pfer based on the garment park will bring new changes to the upstream and downstream of Henan clothing.

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Calling for brand upgrading

Despite the rapid development of Henan's clothing industry during the "11th Five-Year" period, Li Gang believes that the influence of Henan's clothing brands is not enough.

Take Zhengzhou women's trousers as an example, the quality of Zhengzhou's women's pants has been very good, but if you change to other well-known brands, the price can also be doubled. This shows that the brand still lacks enough influence.

"The key to the branding of Henan clothing lies in the change of the concept of entrepreneurs."

Li Gang said.

Many Henan enterprises have already acted. In March 2010, Xu Qing hired a famous film star, China, as a brand spokesperson, and spent 20 million yuan to promote the image of CCTV and related media in order to enhance the brand image.

In the past five years, ESEY has completed the four metamorphosis of the terminal image construction, and listed the brand image building project as an important topic in the company's first ten year development plan.

In 2010, Liu Tao formulated the "ten core tasks" with the emphasis on terminal management, which has been basically completed. Among them, ESEY's national standardization store has been growing at an alarming rate since the "thousand shop plan" was put forward.

In the next five years, ESEY will realize its two venture.

In 2011, the company will "win the terminal and strengthen the terminal" as the key project of the company.

Liu Tao predicts that after five years, the output of ESEY will reach nearly ten million, and the number of employees will be close to 5000. It will have considerable brand influence throughout the country and promote the listing of ESEY brand across the board.

Fast fashion? Fast fashion!

In recent years, international famous fast fashion brands such as C&A, ZARA, H&M and UNIQLO have entered China.

Wang Zhihui registered "CAVA" fast fashion brand in London, England.

In the 360 square of China World Trade Center in Zhengzhou, CAVA stores have women's wear, men's wear, children's wear, underwear, shoes, hats, scarves and accessories. "What CAVA wants to do is the concept of living hall. In the future, it will also sell Spanish CAVA red wine, household goods, artworks, health products, etc."

Wang Zhihui said.

In Zhengzhou China World Trade Center 360 square, reporters found that C&A, H&M have occupied a layer of shops, H&M shop opposite also played the upcoming UNIQLO advertising.

From the price point of view, the price of a C&A blended wool coat with 36% wool is only 399 yuan, and the price of a woolen coat for C&A is only 299 yuan after folding.

How can CAVA compete with the international fast fashion brands? Wang Zhihui said: "localization is the biggest advantage. When CAVA's buyer team and design team visit the major fashion capital, they will keep up with the fashion trend and push the finished products to the market at the fastest speed, especially in the Central Plains market.

And those imported brands, which are shipped to Zhengzhou for sale, are slower than us.

Compared with other local trousers companies in Zhengzhou, CAVA, which has successfully made several clothing brands in the past few years, seems to be a little ahead of the world.

In Wang Zhihui's mind, although CAVA is only born in the Central Plains brand, it carries the mission of local brands to go out and is committed to becoming the most dynamic young fashion brand in the world.

Can this goal be achieved? CAVA is ready to open stores in Beijing, Xi'an and other cities. Next year's plan is 10-20 stores.

The coming "12th Five-Year" will be the five year that can be seen.

For fast fashion, Chen Yongbin, who is also in Zhengzhou, is also very interested.

He said M·SUYA has been groping for the past two years, but because the time is not yet ripe, no action has been taken.

The road M·SUYA wants to take is similar to CAVA, and it is also fair and fast fashion, but the consumer group is older.

Chen Yongbin believes that fast fashion is not easy, the key is to have a high level of supply chain control, as well as a strong product and brand integration capabilities. Although the Zhengzhou garment industry has a good foundation, more talents must be introduced.

Li Gang often advises other garment enterprises in Henan to communicate with CAVA. He believes that the CAVA brand in the fast fashion clothing field has been divorced from the homogenization competition of Henan's local clothing brands since its establishment, which is the common fault of Henan's clothing industry, which has constrained the development of the local garment industry.

Although CAVA also needs market cultivation and inspection as a new brand, such exploration is of great value and value to Henan's clothing industry. In the next five years, it will play an important role in enhancing Henan's clothing image.