Introducing 800 supporting companies to build an Internet celebrity live broadcast base, Hanchuan Textile and Garment solves the OEM dilemma

300 million pieces of fashion, 280,000 pieces of fur, and an output value of 71.3 billion yuan… This set of data is the achievement created by more than 3,000 textile and garment companies in Hanchuan in 2021; these beautiful results have won Hanchuan the “China “Famous Clothing Manufacturing City”.

The textile and garment industry is one of the traditional pillar industries in Hanchuan City. For a long time, enterprises have mainly been simple processing, with few brands and single sales channels. In recent years, Hanchuan’s textile and apparel industry has continuously replenished, strengthened, and extended its chains, and has initially integrated spinning, weaving, printing and dyeing, design, research and development, production and processing, warehousing and logistics, and e-commerceThe platform and the complete industrial chain of Internet celebrity live broadcast.

Undertake industrial transfer, 3,000 small workshops gather in Hanchuan

The car drove across the Hanbei River Bridge and entered Sichuan-Han Avenue. The dazzling array of “textile” and “clothing” billboards on both sides of the road tell people passing by: this is a city of clothing. The fate of Hanchuan and clothing began 17 years ago.

In 2005, a large number of small clothing workshops moved out of Hanzheng Street in Wuhan. Hanchuan saw the opportunity and planned to build Hanzheng Garment Industrial City, attracting 80 clothing processing factories from Hanzheng Street. At that time, more than 80,000 pieces of clothing were sent from here to Hanzheng Street every day.

With the gradual relocation of small garment processing workshops on Hanzheng Street, Hanchuan took advantage of the situation and successively built garment industrial parks such as Dezhou Science and Technology Park, Yuhua Industrial Park, Beihe Industrial Park, Huazhong Fur City, and Zhejiang Industrial Park. More than 3,000 garment small businesses have gathered together, and the demand for labor has surged. “If you want to go to work, go to Hanchuan” was one of the most popular slogans in the provincial media at that time, witnessing the rapid development of the textile and clothing industry here.

Moved from Wuhan to Hanchuan, these factories still continue their previous business model: taking orders, producing, and processing for second- and third-tier clothing brands. “You can live a good life just relying on OEM processing.” Air Dozi Clothing Factory is one of the many clothing workshops that moved from Hanzheng Street more than 10 years ago. Factory director Gao Cheng told reporters from Hubei Daily that these bosses from Hanzheng Street have accumulated wealth by relying on pieces of clothing. They have a common mentality – they are content with being rich and “have no motivation to think about innovation.”

Dilemma quickly ensued. Domestic garment production overcapacity and rising raw material and labor costs have impacted garment processing factories at the lower end of the industrial chain. Especially when the epidemic hit in 2020, live streaming e-commerce exploded and changed the business formats of countless industries. Hanchuan clothing companies basically focus on offline sales and have no well-known brands. They were at a loss for a while.

To supplement the chain of the clothing industry, 800 supporting companies gather

The road of “OEM” is getting narrower and narrower. Only the development of the entire industry chain will have a future. Before a large number of garment companies moved in on Hanzheng Street, Makou Town, Hanchuan, already had a thread-making industry foundation, and its sewing thread production scale ranked among the top in the country. To make a piece of clothing, more than a dozen raw materials are needed. In Hanchuan, only sewing thread is the most popular, and all other raw materials need to be purchased from other places.

Accessories and fabrics are the highlight of the apparel industry chain. In 2017, Hanchuan built a 1.8 million square meter Zheshang Industrial Park and implemented industrial linkage with Zhejiang Keqiao, the largest fabric market in the country, and China Textile City Zhejiang Shaoxing. The park has built a trading platform to provide high-quality fabrics to local textile and garment companies, greatly reducing intermediate links and reducing production costs.

Relying on the huge scale of garment processing, Hanchuan has increased its efforts to attract investment, and has successively introduced weaving companies such as Shengshi Yiren, Jinxing, Tianma, and Jiahua, as well as clothing equipment manufacturers such as Sanli Textile Machinery to fill the gaps in the production process. . Hanchuan builds a printing and dyeing industrial park and introduces projects such as Yintidasewage treatment plant and Zhongnan and Songling yarn dyeing factories.

Soon, Hanchuan gathered a number of supporting enterprises such as bleaching and dyeing, washing, printing, embroidery, and auxiliary material production, forming a relatively complete industrial chain of thread making, weaving, printing and dyeing, and processing.

“We are introducing a polyester short fiber production enterprise with an annual output of 400,000 tons to fill a gap in raw materials for the thread making industry.” Hanchuan City Economy and Informatization Li Qi, deputy director of the Bureau’s Small and Medium Enterprise Service Center, told reporters that Hanchuan plans to introduce 10 to 20 more excipient production companies within three years.

Use project construction to “replenish the chain” and use technological transformation to “strengthen the chain.” Since last year, Hanchuan has broken the upper limit of funds for technological transformation of enterprises. 49 garment fabrics accessories companies have invested nearly 1 billion yuan in technological transformation and upgrading. The local leading enterprise Mingren The textile group mainly produces polyester threads required for fabric sewing, and has invested nearly 500 million yuan to build the world’s leading intelligent production line in the industry.

Data shows that there are currently more than 800 textile and garment supporting enterprises in Hanchuan, employing more than 100,000 people. Last year, the industrial output value was 71.3 billion yuan, a year-on-year increase of 28.2%, accounting for 45.6% of the city’s total industrial output value.

A total of one card is played, and the live broadcast of “Hanpai Hui” sells nationwide

“Parallel imports” was once synonymous with Hanzheng Street. Grown from the soil of Hanzheng StreetThe emerging Hanchuan clothing industry is facing the same embarrassment – it just stays in production, sales and R&D are all in other places, let alone the brand.

Last year, China Hanpai Clothing Internet Celebrity Live Broadcast Base came into being in Zheshang Industrial Park. Duan Wei, director of operations at the base, said that the company plans to train and incubate at least 1,000 anchors every year to provide live broadcasts for local clothing manufacturers. Currently, there are 6 live-streaming entrepreneurial teams stationed in the park. On the second floor of the base, a variety of trendy clothing is displayed. In the live broadcast room next to it, Internet celebrity anchors are enthusiastically “bringing goods”. The reporter noticed that the clothing brands carrying goods have a common name: Hanpaihui.

Duan Wei introduced that Hanchuan clothing companies are working together to build a public brand and break out as a team. “‘Hanpai Hui’ will lead Hanpai clothing to the forefront of fashion.” Individual powerful clothing companies are also trying to build their own brands. Air Dozi Clothing Factory has been doing OEM processing for brands such as Semir and Yichun. Now its own “Hua Lantern Festival” brand women’s clothing has become famous in second- and third-tier cities in Jiangsu and Zhejiang. At present, Hanchuan textile and garment enterprises have initially created a number of influential brands in the market, such as Yuhe, Jiulianlian, Tieshuwang, Xintai, etc. Among them, the “Yuhe” trademark has been rated as a famous trademark in Hubei Province.

In the past, they were OEMs behind the scenes, but now they are facing consumers directly. Hanchuan clothing companies are aware of market trends and actively develop and launch new products. “Every style of clothing here is unique.” On the second floor of Lambo Zhijia Clothing Co., Ltd., samples of casual men’s clothing, jackets, down jackets and other clothes are hung all over the room. Factory director Qi Li said that he started trying live broadcast sales at the end of last year. Different from offline sales, live broadcast pays attention to “fast, accurate and ruthless” and has more requirements for the fashion of clothing. Lambo Zhijia began to cooperate with clothing designers in Hangzhou to form a research and development team. Every day, more than 10 sample clothing styles are sent from the Hangzhou R&D center to the production workshop in Hanchuan.

In order to facilitate clothing companies to sell live across the country, the industrial park has built a “Hanpaihui” cloud warehouse logistics distribution center to provide one-stop services in warehousing, logistics, and customer service. At the time of the reporter’s interview, the second phase of Zheshang Industrial Park had already started construction. It mainly creates a shared space for designers, cooperates with universities such as Wuhan Textile University, and introduces high-quality designtalents for the purpose. More than 3,000 clothing companies in the city provide R&D and design services.

AAA

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