In the past three years, the national clothing and textile industry as a whole has been under pressure. With the resumption of major clothing wholesale markets in Guangzhou, the "City of Fashion" is gradually recovering. At the same time, the transformation and upgrading of Guangzhou's clothing and textile industry has attracted attention again.
The signboard of "China's Famous Clothing City" is renewed
On December 12, the Zhongda Textile Business District reopened in an orderly manner, restoring the bustle of the past. Guangzhou International Light and Textile City is the most popular professional market in the Zhongda Textile Business District. Many fabric stalls have opened in the shopping mall, and the first floor merchants have a market recovery rate of more than 80%. On December 2, Guangzhou Baima Clothing Market also resumed business. In addition, wholesale markets such as Zhonggang Leather City and Yima Garment Plaza have also resumed operations. The shopping malls all said that they would immediately promote the work of returning to work and production after receiving the notice of returning to work and production, actively assist the merchants to carry out the registration of returning to work and production, and issue the notice of returning to work and epidemic prevention. At present, the major clothing wholesale markets usher in a consumption sprint at the end of the year. Merchants are working hard to deal with the backlog of orders, and at the same time, they are ready to meet the peak of purchase and approval at the end of the year. According to the data from the freight platform, since Guangzhou adjusted and optimized its epidemic prevention measures on November 30, the number of freight bills has increased by about 50% month on month from December 1 to 10. "Guangdong is the national fabric, and Guangdong's fabric is big" is not exaggerated. The textile and clothing industry is the core of Guangzhou's trillion yuan fashion industry cluster. The Zhongda Cloth Market Business District in Haizhu District is one of the five clusters of Guangzhou's textile and clothing industry. It is understood that there are 59 professional markets and nearly 23000 merchants involved in the Zhongda Textile Business District alone, with 74000 direct employees, more than 100000 kinds of garment surface and auxiliary materials, and an estimated annual transaction volume of more than 200 billion yuan. The Zhongda Textile Business District and the garment factories around Baiyun District, together with Liuhua, Shahe and Shisanhang, form a "front store and back factory" relationship, and jointly build the largest garment circle in South China. Since the outbreak of the epidemic, the textile and clothing industry has been tested. During the epidemic control period, all wholesale markets and logistics in Zhongda Textile Business District suspended production and operation activities; Earlier, clothing factories in Haizhu District were also suspended. Chen Shaotong, secretary-general of Guangdong Garment Industry Association, analyzed that the epidemic caught up with the Double 11. From the perspective of garment manufacturers, the efficiency of supply and goods supply was reduced, and many e-commerce companies could not deliver goods in time, leading to a high return rate. Even if there is an order, the merchants can not well accept the traffic. Secondly, the overall logistics is limited, and the consumer side is also seriously insufficient. Double 11 and Double 12 seem deserted. However, with the implementation of optimized prevention and control measures, the warm spring of Guangzhou clothing and textile industry will also come. "For the development of the clothing industry, we think the most important thing is confidence." Chen Shaotong said frankly. He pointed out that the industry as a whole will gradually restore order, and there will be a qualitative improvement in both production and sales. Water trial live broadcast, private domain operation, tenacious self-help under the epidemic
In Guangzhou Baima Garment Market, the reporter saw that many stores were stacked with several bags of packed clothes. According to reports, these were goods ready to be sent to customers outside the city. At a time when Guangdong is cooling down, down, sweaters, overcoats, etc. are popular in the season. Many shopkeepers hold their mobile phones for live broadcast while the shop assistants are busy entertaining the guests. The offline channel is blocked, and the online channel has gradually become the consensus of everyone. Miss Chen is the owner of a clothing store in Guangzhou apM Times International Clothing City. She said that since November, she has sold a batch of goods intermittently through online live broadcast and WeChat private domain operations. In the WeChat circle of friends of Miss Chen's shop, you can see that she will release the matched patterns every day. Just as she was going to have an early holiday after clearing the store inventory, the good news came from the mall that she was back to work in full. The former World Trade Clothing City was the International Clothing City in the apM era, which mainly focused on the consumer groups around the age of 40. In the past, the flow of people was not high for a long time. Since the transformation and upgrading in 2019, the mall has injected new vitality. It is observed that shopkeepers in shopping malls are generally young and actively "touch the net". Even some small stores, many shopkeepers, like Miss Chen, have got rid of the offline state of walking with one leg. Customers from other places place orders according to pictures and videos, and deliver goods by express. At present, logistics around the country is in the process of recovery, and Miss Chen is beginning to feel hopeful. Some larger stores in the mall will also set up their own live broadcast teams to broadcast their products in turn. "At present, the conversion rate of the live broadcast room is still considerable." A shopkeeper said that he tried to broadcast live in the water after the epidemic. From the beginning, the live broadcast room was unpopular. After insisting on five live broadcasts every six months, the sales increased significantly, stabilizing the basic situation of the shop. "The online and offline development of the whole industry is more balanced. The simultaneous development of online and offline has broken through the original single channel sales, and will become a standard configuration of commerce in the future," Chen Shaotong commented. According to his observation, before the epidemic, there was a business of live broadcast with goods, but the epidemic increased the growth rate of this sector and made everyone adapt quickly. In addition to live streaming, businesses will also pay more attention to the use of digital means. What cannot be shown offline can now be done through 3D design and metauniverse. Although the industry has been impacted to a certain extent in the past three years, from the perspective of product materials and styles, some new categories and tracks have emerged during the epidemic, and more new designs and products have emerged. Many shopkeepers in the mall have begun to stock new spring clothes, which are expected to be launched at the end of this month. According to the seasonal sales of the clothing industry, March and April of each year are the shipping time of summer clothes. Merchants are confident that they will greet the most important month of the year with the best appearance after the Spring Festival. With the arrival of warm spring, the garment industry is facing new challenges
With the resumption of production, the transformation and upgrading of Guangzhou garment and textile industry has also become the focus of public discussion. The Zhongda textile business district is ushering in a golden period of optimization and upgrading, and government support, business district environment, hardware support, industrial services, etc. have all entered a new stage. Recently, "Haizhu District of Guangzhou Qingyuan City Investment Promotion Conference on Orderly Gradual Transfer of Industries" was held in Guangzhou. It is understood that up to now, Guangqing Textile and Garment Industry Transfer Park has docked more than 5000 enterprises, of which 1496 have reached an intention to settle down, and more than 200 have settled down. In a new round of urban renewal, Guangzhou proposed that the Zhongda cloth market would be transformed and upgraded into a demonstration area for innovative development of professional markets. Textile and garment downstream industries such as garment factories and warehouses will be transferred to Qingyuan according to the plan. The textile and clothing industry is one of Guangdong's strategic pillar industrial clusters. However, the Action Plan of Guangdong Province for the Development of Modern Light Industry and Textile Strategic Pillar Industrial Clusters (2021-2025) points out that Guangdong's modern light industry and textile industry is not strong in innovation capability, the size of enterprises is small, the spatial layout is homogeneous and fragmented, the industrial chain is not closely coupled, and the collaborative development capability is weak, The industrial structure layout needs to be optimized. Wen Danfeng, the chief data officer and doctor of Guangdong Garment Industry Association, believes that the scale of processing plants in Haizhu District is generally small and the development prospects of enterprises are also limited due to the constraints of urban spatial morphology, historical factors, etc. The upgrading planning of the textile industry in the zone can not only provide a good opportunity for the development of enterprises, but also help to build a more perfect market industry chain. "However, the industry also faces some specific problems in the process of orderly transfer. Including how to transfer? Is it acceptable to the enterprise industry? Is this soil market environment compatible? These are very important topics. While coordinating the development between regions, we should be able to achieve high-quality development of the entire industry." Chen Shaotong pointed out. Therefore, he called on the government to strengthen communication with industry associations, platforms, and industry related enterprises during the implementation of the policy, make more comprehensive and in-depth research, and form a guiding direction that really meets the requirements of enterprises and is conducive to the development of the industry.
