The traditional model is unsustainable and Guangzhou Xintang denim industry breaks through transformation

The traditional model is unsustainable and Guangzhou Xintang denim industry breaks through its transformation

Since the 1980s, the denim clothing industry has been booming in Xintang, Zengcheng, Guangzhou. At its peak, an average of 2.5 million pairs of jeans were sold around the world every day.

In recent years, the traditional denim production model has become unsustainable. A large number of denim clothing companies in Xintang, Zengcheng, Guangzhou have adjusted their production and sales models, striving to build independent brands, transform production technology, develop online sales platforms, and build cultural and creative industries. Path, break through the development “bottleneck” and reshape the new advantages of the denim brand.

Recently, at the 2021 China International Clothing and Apparel Expo (Autumn) held in Shanghai, 16 denim companies in Zengcheng, Guangzhou participated in the exhibition together, demonstrating the effectiveness of the transformation and development of the “Xintang Denim” industry. Among them, Long Ruobing, executive director of Guangzhou Longchan Textile and Garment Co., Ltd., which participated in the exhibition, said that since its establishment, the company has set its sights on the production and processing of European, American and domestic fast fashion brands, and has established itself in the international market in just five years. A good reputation. In 2014, Longchan established its own brand. From 2018 to 2020, it successively established 5 fast fashion sub-brands and cooperated closely with multiple domestic design and R&D groups.

Since 2017, the company has successively introduced various integrated software systems adapted to digital management models to cultivate a talent team that is in line with digital and standardized management. “We must strive to build a first-class clothing manufacturing enterprise that integrates intelligence, automation and digitization.” Long Ruobing said.

Lively denim puppets, handmade natural herbal health hammers, lifelike rose potted fabric ornaments… At the 2021 China International Clothing and Apparel Expo (Autumn), from Guangzhou The products in the exhibition area of ​​Guangzhou Zhangzhen Cultural Communication Co., Ltd. in Zengcheng District attracted many visitors. These crafts are made of denim fabric.

“We combine industrial-style denim fabrics with traditional crafts such as batik, tie-dye, and blue calico to produce all kinds of creative and fashionable denim clothing.” said Zhong Xiaoying, the “head” of Zhangzhen Culture.

Currently, when walking into Xintang (International) Denim Textile City, various denim clothing stores are filled with a dazzling array of denim items, and almost all stores have mobile phone stands for “live streaming”. It is reported that the “new retail” model with “online and offline integration” as its main feature has become another “window” in the transformation of Xintang’s denim industry.

More and more emerging denim companies in Xintang are targeting online platforms where young people gather, such as Douyin, Kuaishou, and Pinduoduo. “In the early days of the company, it mainly focused on foreign trade orders, and its products were mainly sold to Europe, the United States and South America. In August 2020, the company began to test the domestice-commerce platform. After trying on multiple platforms , we are currently focusing on Douyin live broadcast, which has not yet been saturated in the market.” Wei Shouqiang, general manager of Guangzhou Dide Clothing Co., Ltd., said that since the second half of this year, the company’s product sales on the e-commerce platform have “risen linearly.”

　“Online sales companies face a wider range of customers and have less pressure to collect money. At the same time, various consumer big data can better help companies determine the style, pricing, and quality of their products /font>We will make precise adjustments.” Wei Shouqiang said.