The 16Th China (Humen) International Garment Fair Was Successfully Held

In 2010, the total output value of Humen Town was 28.52 billion yuan, ranking first again in Guangdong Province Economically strong town title. Its garment industry cluster and Humen Garment Fair, together with its profound cultural history, have created the name card of "Famous Clothing City". In the new five years, Humen is no longer satisfied with this label. It needs to adopt new ideas to finally build the Binhai International Mall and build prosperity and happiness Humen This goal. Humen Service trade fair , once again demonstrating Humen's determination and boldness.

The trade fair promotes eyeball economy

The main venue of this Humen Clothing Fair is located on the 6th floor of Huanghe Fashion City, covering an area of 18400 square meters, with 815 standard booths. The exhibition area is divided into clothing exhibition area, media exhibition area, designer gallery, etc. This year's Humen Garment Fair presents several features: First, exhibitors are very enthusiastic, and nearly 300 enterprises have obtained the qualification to participate; Second, the special booth has exceeded all previous booths, up to 80%; Third, the catwalk of the show is designed to be S-shaped, adding more direct viewing points; Fourth, the advantages of the branch venue remain unchanged, and Fumin, Daying, Lane Crawford and other clothing specialty stores have made full preparations; Fifth, the booth of the second China (Humen) International Textile and Garment Machinery Exhibition was separated from that of the Garment Trade Fair, and the exhibition was arranged independently, playing the double movement of the Humen Garment Trade Fair and the Humen Garment Machinery Exhibition.

Like all previous Humen Clothing Fairs, fashion shows have become another attraction. During this Humen Clothing Fair, famous designers are getting more and more involved. Lin Zihan, one of the top ten designers in China, Feng Lu, one of the top ten designers in Guangdong Province, and Zheng Lihong, one of the top ten designers in Guangdong Province, have all made special announcements. In addition, there are three special corporate events, namely, Yichun Group, Star City International, and Yinghui Garments, a special performance for students of Weiyuan Vocational School, a collection of Humen fashion, and the final of the 12th "Humen Cup" International Youth Design (Women's Wear) Competition, Each show is very exciting.

The 2011 Humen Sino US Clothing Brand Cooperation and Development Seminar is a highlight of this Humen Clothing Fair. The forum is planned, organized and implemented by China Textile Information Center and guided by China Textile Industry Federation. The purpose of the forum is to promote the strategic cooperation between China and the United States clothing brands, discuss the development laws of China and the United States clothing brands, and improve the international vision and international cooperation channels of Humen clothing brand enterprises. The seminar focused on the internationalization of Chinese and American clothing brands, the promotion of mergers and acquisitions of 20 American clothing brands, the signing and awarding of strategic cooperation between Humen clothing brands and American clothing brands, the exchange of ways for American clothing brands to enter the Chinese market, the discussion of ways for Chinese clothing brands to enter the American market, and the merger and acquisition policies of Chinese and American clothing brands.

In addition, the final of the 12th "Humen Cup" International Youth Design (Women's Wear) Competition is undoubtedly a grand event of the Humen Clothing Fair. The theme of this competition is "Earth Declaration", which aims to guide young fashion designers to pay attention to environmental protection and arouse people's love and gratitude for the earth through their fashion works.

{page_break}

　　 In 30 years, it has become an important southern clothing town

The Humen Clothing Fair we saw today is just a microcosm of the development of the local clothing industry. As early as the 1980s, the Humen Town Government gathered various stalls together to form the earliest commercial street. In 1986, the landmark large-scale shopping mall, the old Fumin shopping mall (now 100 shopping malls) with an area of more than 3000 square meters, opened, which gave birth to Humen's clothing and wholesale market. Later, Humen built the Fumin Commercial Building, bringing together all kinds of clothing wholesalers to operate wholesale business. With the emergence of the first large-scale professional clothing market, together with the formation of fabric accessories market, leather market and other related professional markets, Humen has laid the foundation of "southern clothing town".

Lin Chaoming, a member of the Humen Party Committee, said that Humen is the intersection of cities in the Pearl River Delta and has a well-developed transportation network. After nearly 30 years of development, Humen Garments has established an industrial cluster base for production and sales, as well as a wholesale mall for fabrics and accessories and a clothing machinery trade city, forming a unique industrial cluster. There are more than 2000 industrial and commercial registered garment processing enterprises in Humen Town, and now there are thousands of large-scale garment manufacturing enterprises, which have been recognized as provincial and municipal garment industry upgrading demonstration areas and key supporting industrial clusters, and have successfully cultivated information transmission cable industrial clusters.

According to Tan Zhiqiang, director of the economic and trade office of Humen Town, Humen now has more than 30 professional wholesale markets, and has formed a 1 square kilometer huge central business district centered on Fumin Commercial Building, Huanghe Fashion City, etc. Among the permanent residents in Humen, there are nearly 300000 people engaged in garment related industries, accounting for nearly half of the total. In 2010, the annual sales volume of the garment industry reached 20 billion yuan.

The first step of transformation is to cultivate creative talents

When the Humen clothing industry was still booming, the Humen government took a long view and held the first China (Humen) International Clothing Fair in 1996 with the strength of a town. It successfully attracted more than 280 exhibitors at home and abroad, and promoted Humen and its brand to the whole country and even the world.

After years of development, Humen's own brands, such as Yichun, Songying, Yixun, Eminu, Fox Fairy, and Yiyuner, have become widely known. However, it was only after the 2008 global financial crisis "forced" enterprises to transform that they truly recognized brand awareness. Tan Zhiqiang said that Humen had allocated more than 70 million yuan for R&D and innovation, and set up 30 million yuan of industrial support funds.

The brand strategy focuses on creativity and talents. At this time, Humen garment industry is short of high-end talents, which is difficult to solve. "We should give full play to the function of the creative industry base to gather talents, and implement the system of chief experts and cultural masters studio." Wu Zhanhui, secretary of the Humen Town Party Committee, said when giving advice to the enterprise, to establish a cooperation mechanism for the introduction of innovative talents, which can explore various distribution forms such as high-end cultural talents' agreed salary, project salary, brand equity. For this reason, several years ago, Humen set up a clothing innovation center to intervene in innovative fields such as fabric and design, and promote the introduction of talents and related research and development work as a guide.

In order to promote talent cultivation, Dongguan Municipal Government and Humen Town Government will also jointly invest several billion yuan to implement the Humen Weiyuan Island Project, which includes the Creative Park and University Town in its planning. It is expected that in a few years, a high-grade university town in line with the international standards will be established in Humen, which will provide a steady stream of high-end talents for Humen. According to Humen's plan, by 2013, it will have 100 design studios, 1000 high-end talents of all kinds, an output value of 500 million yuan and 4000 employees in the creative industry.

Of course, Humen people will not miss the stage of the Humen Garment Fair: they will launch various fashion conferences and hold the "Humen Cup" International Youth Design (Women's Wear) Competition, which will not only build a big stage for garment enterprises to display their own image and brand, but also provide opportunities for domestic and foreign businessmen and the industry to exchange and cooperate. It is reported that Humen will hold 120 fashion conferences in 2013.

Humen's clothing industry has gone through a development path of "no brand, OEM, brand creation and brand name". Now Humen can be described as a "strong army". More than 80 clothing brands with certain regional influence, such as Yichun, Songying and Imino, have been cultivated in succession. More than 30 clothing brands have won the title of famous brands above the provincial level, 11 famous trademarks in Guangdong Province, and 3 Chinese famous brand products, Clothing manufacturers have more than 5000 registered trademarks at home and abroad.

Its subsequent development will inevitably be constrained by the small geographical and market capacity. Therefore, people of insight have pointed out that it is inevitable for Humen to choose the strategy of "going out" and seek greater development space and market.

It is understood that Humen has held exhibitions in other places since last year. This year, more than 100 enterprises participated in the "2011 Dongguan Humen Clothing and Electronic Information Products (Shenyang) Fair", and the number of booths was 149 more than that of last year's Zhengzhou Fair; The transaction volume reached 3.96 billion yuan, 100 million yuan more than last year; The exhibition products are all famous products from Humen, including clothing, clothing, surface accessories, shoes, electronic products, information transmission cables, etc., of which clothing accounts for 70%.

By 2012, Humen Exhibition will expand to three. In addition to the Humen Humen Garment Trade Fair held in November, two trade fairs will be held in Wuhan and Chengdu in April and September next year, continuing to promote the Humen brand to all parts of the country, so that the new image of Humen as "Binhai International Mall" will be more deeply rooted in people's hearts.

In this regard, Tan Zhiqiang said: "From the surface, the Shenyang exhibition is mainly to help Humen enterprises expand the domestic market and seize market share; from the deep level, it is to help Humen enterprises expand their sales channels, expand their sales scope, promote Humen enterprises to step out of Humen, and finally establish the brand image of Humen by taking advantage of the opportunity to hold exhibitions outside."

{page_break}

　 Culture is the Connotation of Clothing Industry

Humen, known as "the first town in China", began its fame 170 years ago when it sold cigarettes. The later rise in fame benefited from Humen's clothing industry in the past 30 years. With 20 billion yuan of clothing sales, Humen has become a veritable "southern clothing town" in China.

Wu Zhanhui, secretary of the Humen Town Party Committee and chairman of the town people's congress, pointed out that Humen should achieve a leap from a historic town to a cultural town, and everything will usher in a new turn. It is understood that Humen Town has passed the Outline of the Plan for Humen Town to Build a Cultural City (2011-2020), and cultural tourism and clothing, information transmission cables, high-end new electronic information, trade logistics, and modern service industry are listed as six major industrial clusters and industrial chains in Humen.

"The initially formed cultural industry market, which is dominated by clothing culture exhibition, book and stationery wholesale, printing and publishing, advertising creativity, culture and art training, has brought more than 3 billion yuan of output value to Humen every year." Wu Zhanhui said that it is necessary to promote the integration and development of culture and industry. Therefore, Humen spared no expense, investing more than 6 million yuan to hold a large-scale music festival commemorating the 170th anniversary of the Opium War, and more than 3 million yuan to publish many historical and cultural works of Humen, such as "Patriotic General Jiang Guangnai". As a popular cultural feast of Humen, the "Humen Cultural Arts Festival" will be held every year as scheduled.

"The production of clothes in Humen is not very large now, but the trade volume and design volume. Most people come to Humen to buy clothes, so that they can develop cultural tourism." Lin Chaoming further explained that Humen has begun to sort out some scenic spots scattered in various communities, and combine the existing scenic spots into a rich tourism resource. The imminent "cultural tourism" may become a win-win way to build Humen, a famous cultural city, and economic development.

　 Humen Mengyuan "Binhai International Mall"

The development of Humen Town cannot be confined to the existing urban framework, which has long been the consensus of Humen people. "The old business circle is really too crowded." Lin Chaoming said that Humen had formed a central business circle with the Fumin Commercial Building and the Yellow River Fashion City as the center earlier, gathering 20 large clothing wholesale and retail stores, 9 large clothing accessories stores, covering an area of nearly 1 square kilometer. Humen also benefits from the huge market attraction brought by this clothing business circle, which promotes the development of Humen's clothing industry.

Such a dense business district has brought huge business opportunities, as well as a huge flow of people and vehicles, which has brought huge pressure on public infrastructure construction and social comprehensive management, forcing the Humen government to consider "diversion" and "facilitation". Therefore, great expectations have been placed on the upgrading of Humen Avenue. After the transformation is successful, Humen Avenue will connect business leaders and Fumin Business District to form a dumbbell shaped larger business district to dilute the density of the increasingly crowded central business district.

However, the existing urban pattern of Humen needs to be completely changed through the construction of Binhai International Mall, which is also known as the "dream fulfillment" of Humen. On August 4, 2011, Humen officially launched 10 projects, covering almost all areas of the construction of the Binhai International Mall, including urban framework projects, central area upgrading projects, headquarters economy, exhibition, logistics projects, electronic information projects, transportation projects, cultural projects, education projects, sports projects, environmental protection projects, as well as the "three old" transformation, housing There are 54 sub projects in 10 categories, including resettlement projects, with a total planned investment of 53.23 billion yuan.

According to the planning of these projects, a new round of urban upgrading strategy of Humen Town, which is "one river, two banks and three plates", building a coastal international mall and shaping a new image of the city, has been fully launched. On the date of completion of the project, a livable, business friendly, prosperous and happy Binhai International Mall will be presented to the world with a new look, and Humen will completely transform its old look into a new one.

"'Binhai' highlights Humen's regional advantages and natural resources, 'International' highlights Humen's first mover advantage and opening level, and 'Shopping Mall' highlights Humen's industrial advantages and urban functions, with distinctive characteristics and rich connotation." Wu Zhanhui said that Binhai International Shopping Mall is the scientific positioning and strategic goal of Humen at present and in the future. Specifically, It is to build Humen into a hub city of comprehensive transportation, a livable city close to the mountains and embracing the sea, a leading city of Guangdong Hong Kong cooperation, a city of entrepreneurship with international business links, and a city of vitality of cultural creativity, and on this basis, build a prosperous, strong and happy city for common construction and sharing.

　 Five features of the 16th Humen Clothing Fair:

First, exhibitors are very enthusiastic, and nearly 300 enterprises have obtained the qualification for exhibition; Second, the special booth has exceeded all previous booths, up to 80%; Third, the catwalk of the show is designed to be S-shaped, adding more direct viewing points; Fourth, the advantages of the branch venue remain unchanged, and Fumin, Daying, Lane Crawford and other clothing specialty stores have made full preparations; Fifth, the booth of the second China (Humen) International Textile and Garment Machinery Exhibition was separated from that of the Garment Trade Fair, and the exhibition was arranged independently, playing the double movement of the Humen Garment Trade Fair and the Humen Garment Machinery Exhibition.