Cenhe Town is going to build a “children’s clothing” town
At 10:00 on March 24, in the e-commerce department on the second floor of Jingzhou Hongye Knitted Clothing Co., Ltd., six live broadcast rooms started broadcasting at the same time, Douyin live broadcast platform The background keeps showing new orders.
“The live broadcast is from 9:00 to 15:00. The live broadcast content is played back in a loop at other times.” Wen Ying, assistant to the executive general manager of the company’s e-commerce department, told reporters that live broadcast sales currently account for 20% of e-commerce transactions.
Hongye is a leading company in Cenhe’s infant and children’s clothing industry. It produced nearly 30 million pieces of infant and children’s clothing in 2021. Last year, the company’s online retail sales exceeded 700 million yuan, accounting for more than 80% of the company’s annual sales.
In Cenhe Town, infant and children’s clothing companies have deployed e-commerce and live broadcast channels. Xu Hang, deputy general manager of Hubei Yibeiya Clothing Co., Ltd., said that in 2019, the company registered the Yibeiya brand, which is all sold on e-commerce platforms. The average daily sales volume is about 5,000 pieces, and sales revenue last year reached 18 million yuan.
Cenhe Town has been rated as one of the top five children’s clothing production bases in the country by the China Textile Industry Federation, and has been included in Hubei Province’s key growthIndustrial Cluster, it has successively won titles such as “China’s Famous Knitting Town”, “China’s Famous Baby and Children’s Wear Town” and “Hubei Province E-Commerce Demonstration Base”. Cenhe Town sends 50,000 infant and children’s clothing packages to outside Jingzhou City every day. Last year, the total number of outbound packages in Jingzhou City was 87.61 million, of which 20.57 million were in Cenhe Town, accounting for one-fifth.
Xiang Nan, Secretary of the Party Committee of Cenhe Town, introduced that the development of e-commerce platforms in recent years has enabled Cenhe’s infant and children’s clothing to achieve rapid production and sales. According to statistics, there are more than 100 companies based in Cenhe on various online shopping platforms such as Tmall, JD.com, Vipshop, and Pinduoduo. In 2021, the “Double Eleven” e-commerce sales of Cenhe Infant and children’s clothing were 128 million yuan, and the online sales for the whole year were 2.5 billion yuan.
“La Chapelle”, “Ying’s”, “Babu Dou”, “Classic Teddy”… these familiar domestic baby and children’s clothing brands all have production bases in Cenhe. The textile and garment industry in Cenhe Town began in the 1960s. There are currently 350 knitted textile and garment enterprises in the town, with an annual output value of 6 billion yuan and an annual output of 180 million pieces of infant and children’s clothing aged 0-6, accounting for 80% of the country’s infant and children’s clothing production and sales. one part.
Extend the chain, strengthen the chain and supplement the chain
Sprinting for 20 billion yuan during the “14th Five-Year Plan”
Baby skin is delicate, and infant and children’s clothing is different from adult clothing and has more stringent production standards. Yi Shenghai, a laboratory inspector at Hongye Company, said that a qualified baby and children’s clothing must undergo more than ten tests such as button pull test, anti-pilling test, pH value test, formaldehyde test, and color fastness test.
After more than 60 years of development, Cenhe infant and children’s clothing has formed a relatively complete industrial chain from cotton processing, spinning, weaving, printing and dyeing, garments, packaging to sales. From production to sales, all can be found within 5 kilometers of the market town. Complete set.
To build a modern industrial chain and optimize the structure of Cenhe’s children’s clothing industry, some companies are exploring the path in advance.
Cenhe Town is going to build a “children’s clothing” town
Novel design is Honglijie Clothing’s trump card. The reporter saw that the company’s showroom was filled with autumn and winter baby and children’s clothing, and the styles were dizzying.
Why display autumn and winter clothes in spring? Zhang Li, general manager of the company, explained that an autumn and winter clothing ordering fair will be held soon. Orders for this year’s spring and summer clothing were fully booked in September last year, with 120,000 pieces ordered on site.
“Insisting on originality, we carefully design more than 180 styles each season.” Zhang Li said that the company’s design team goes to the market from July to September to design spring and summer clothing; from November to March of next year, it designs autumn and winter clothing. The company hires designers from universities inside and outside the province, with annual design costs of nearly 2 million yuan. The novel and modern design of baby and children’s clothing has enabled the company to have more than 1,000 long-term agents and distributors across the country.
Hongye is upgrading to intelligent and automation. In the garment workshop, the computer draws the cloth cutting diagram and then transmits it to the fully automatic cutting bed. The fully automatic cutting machine uses infrared rays to position and cut according to the drawing. The entire cutting process only requires three people, and 100,000 pieces of cloth can be cut in one day. In the smart cloud warehouse, more than 800 lockers store various clothing accessories such as four-eye buttons, wash water labels, and hang tags in an orderly manner. Through the Internet of Things technology, one item, one code, and one cargo location are realized. By scanning the QR code, you can not only quickly find the container where the excipients are located, but also master the inventory of excipients and accurately control costs.
Currently, Jingzhou builds infant and children’s clothing as one of 11 key industrial chains. Xiang Nan said that Cenhe Town has stepped up its efforts to attract investment this year and is currently in contact with several leading enterprises in the industrial chain such as buttons, printing and dyeing in Guangdong. During the “14th Five-Year Plan” period, Cenhe’s infant and children’s clothing industry will reach an output value of 20 billion yuan.
Ten years to reach “100 billion”
Create a golden childhood town
After years of development, Cenhe has created more than 90 independent brands such as “Yufeng Baby”, “Mark Berry” and “Little Pig Noco”, but only a handful of them are famous across the country.
Cenhe is supported by the infant and children’s clothing industry to help the county economy “take off”. In order to build a national-level infant and child clothing production base and maternal and infant products base, the Golden Childhood Town Science and Technology Park, with a total investment of 1.87 billion yuan and an area of 670 acres, will be put into operation in August this year. Currently, the first phase of the Science and Technology ParkThe main project has been capped.
Xiang Nan revealed that it will focus on building three functional areas: innovative service complex, industrial park and supply chain platform, which will be laid out according to three thirds: one third service platform, one third standardized factory, One-third of intelligent manufacturing is divided into eight functional modules: intelligent manufacturing, fashion exhibition and trade, design creativity, brand promotion, science, education and finance, digital innovation, functional headquarters, and life business. , to create the “high-speed engine” and “most powerful brain” of Cenhe’s infant and children’s clothing industry. Recently, many powerful domestic e-commerce, intelligent manufacturing, creative design, clean production, and brand operation companies have come to inspect and intend to settle in.
Polish the “Cenhe Children’s Wear” regional brand and continue to inject cultural connotation into the brand. This year, the Jingzhou Infant and Children’s Clothing Industry Association will organize enterprises to participate in clothing cluster regional exchange activities and national e-commerce and clothing conferences to enhance the visibility and brand influence of Cenhe’s infant and children’s clothing industry. Strive to build Cenhe Town into a 100-billion-level children’s clothing town integrating industry, talent, logistics and services within ten years, forming a “Cenhe Town for Chinese Children’s Clothing” pattern.
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