On September 26, the 2021 Dongguan Textile and Clothing Industry High-Quality Development Forum - Humen Sub-Forum (referred to as "2021 Dongguan Humen Clothing Forum") hosted by the Dongguan Municipal People's Government and hosted by the Dongguan Municipal Bureau of Industry and Information Technology and Southern Finance All Media Group was held in Humen Town, Dongguan. The forum is themed " digital economy activates new space for industrial upgrading" and explores and draws up a new digital ecological blueprint for the Humen clothing industry.
2020 is regarded as the first year of the outbreak of the digital economy. With the frequent emergence of "black technologies" such as 5G, industrial Internet, artificial intelligence, and big data... Human society is gradually entering a highly digital era, and the digital economy is also becoming an important engine to lead economic and social changes and promote high-quality economic development.
As a traditional pillar industry in my country, the textile industry is also looking for new growth points for industrial development in this series of industrial changes. With the support of digital technology, new models such as online retail, interest e-commerce, and flexible supply chain are changing the face of the textile and clothing industry. As a "famous Chinese clothing and apparel city" that is well-known at home and abroad, Humen is also actively embracing the digital economy and strengthening the clothing and apparel industry with greater efforts.
"The textile industry is not only experiencing new development opportunities brought by the new round of scientific and technological revolution, but also striving to explore new growth points created by the digital economy." At the forum, Xu Yingxin, Vice President of the China Textile Industry Federation , President of the Textile Industry Branch of the China Council for the Promotion of International Trade, and Executive Chairman of the China Textile International Capacity Cooperation Enterprise Alliance, said in a speech, "In promoting the integration and innovation of the digital economy and traditional industries, the simultaneous development of the tangible market and the intangible market, and the benign interaction between online and offline, Humen has delivered a brilliant report card."
Digital technology reconstructs Humen clothing new retail model
has entered the digital era, and the continuous changes in consumption habits and forms have also pushed the clothing and other industries into the "new retail" stage.
"The five characteristics of new clothing consumption are high quality, high aesthetics, high interaction, high cost performance and high emotional experience." Xijiang, founder, dean of Hangzhou Xijiang New Retail Research Institute, and former head of Alibaba Group's New Retail Research Center, said, "The combination of high quality and high cost performance is the development trend of the most promising clothing industry."
With the changes in new consumption, the new retail industry has also accelerated the integration of online and offline, and the overall performance is omnichannel, digitalization, and community. In the view of Xu Gang, director of Deloitte Management Consulting in , the Internet and digital technology have promoted the reconstruction of the relationship between "people, goods and yards". With the popularization of social media, the relationship between brands and enterprises and consumers is also being reconstructed.
"The cost of acquiring customers on e-commerce platforms has increased year by year, forcing the brand's business ideas to go from 'traffic' to 'retaining volume'. Therefore, a trend in digital retail in the clothing industry is private domain e-commerce. The content dissemination and social fission properties of private domain can give full play to the functions of corporate brand promotion and marketing." Xu Gang said. Wang Aosheng, marketing director of
Yicang Technology, believes that "e-commerce platforms can lower costs in the supply chain, while independent sites have greater freedom and can better gather private domain traffic. Enterprises can independently choose suitable sales channels according to their development stage."
Faced with the new consumption wave and new retail outlook, Humen Town has been prepared and vigorously develops e-commerce business. "The country's first national-level e-commerce demonstration base for clothing is located in Humen, and new business forms and models such as online sales, live streaming, and cross-border e-commerce have flourished in Humen." Xu Yingxin said.
It is reported that in 2020, Humen achieved online sales of 51.8 billion yuan through third-party platforms, with an annual express business volume of 410 million tickets, and the number of e-commerce operators exceeded 10,000. In the same year, Dongguan's cross-border e-commerce imports and exports were 38.06 billion yuan, ranking first in the country in total, with more than 10,000 cross-border e-commerce companies in the city.
As the world's leading cross-border e-commerce platform, Amazon Global Store , , Strategic Development Director of South China District , Li Qingyao believes that operating cross-border e-commerce business requires companies to have a sustainable growth logic. "Enterprises must have a global perspective, quickly grasp global business opportunities and reduce risks. In addition, products are also the most important. Product innovation and rapid iteration are the advantages and ways of winning for Chinese sellers."
, Yan Xuedong, director of merchant expansion and operation of AliExpress, also It is believed that "If Dongguan clothing companies want to do a good job in cross-border e-commerce, they need to manage a brand with great care, expand diversified channels, improve quality and user experience, and at the same time control costs and refine operations."
In March this year, Humen proposed to encourage enterprises to apply for Humen Promote Enterprises to Expand Import and Market Expand Award, organize enterprises to use new models such as cross-border e-commerce and various exhibition and trade platforms to expand import and export, strive to achieve a total cross-border e-commerce import and export of 1.3 billion yuan throughout the year, and continue to maintain a stable and positive growth trend of import and export in the town.
New retail drives digital upgrade of clothing supply chain
The clothing "new retail" model in the big data era also puts forward higher requirements for the digital upgrade of supply chain, including requiring enterprises to build a more flexible supply chain.
"The high-speed information circulation of the Internet forces platform merchants to evolve a 'fast anti' business model, and the rapid circulation of e-commerce platforms has led to rapid changes in the supply chain." Xu Gang said, "Tao platform as an example, enterprises quickly design from scratch, produce sample clothes in small quantities, and after completion, they go to the model to try out the fitting and take photos and put them on the shelves. In this link, at least a few dozen pieces can be produced." This is a direct reflection of the flexible supply chain.
Regarding the digital upgrade path of the supply chain of the clothing industry at this stage, Xijiang said, "The digital transformation of the clothing industry has several development stages. At first, digital marketing is carried out through the Internet platform, and then it drives the digitalization of the transaction payment link of the retail system. Later, it is transmitted to the downstream of the industrial chain, and the clothing distribution system is gradually digitizing the entire process. At present, the digital transformation of the clothing industry has entered a new stage. In recent years, the digital upgrade of intelligent manufacturing and product research and development has also accelerated."
is based on the short-term and long-term real needs of enterprises. Digitalization needs to focus on production and sales collaboration and people-to-conduct matching, and return to the more front-end part. "Clothing companies need to develop the basic skills of retail operations, and then improve inventory turnover through flexible and fast anti-supply chains. In the future, what is further strived for is whether factories can better achieve synergy with the front-end through digital upgrades." Xijiang said.
Humen Town’s industrial chain and supply chain advantages are the basis for winning in digital competition in the future. Humen Town, Dongguan, which enjoys the reputation of "China's Famous Clothing City", has an annual industrial output value of about 41 billion yuan and an annual sales of about 83 billion yuan in 2020. It has successfully passed the re-evaluation of "China's Famous Women's Clothing Town" and "China's Famous Children's Clothing Town" and jointly built a "world-class textile and clothing industry cluster pilot zone" with China Textile Federation.
National E-commerce Demonstration Base Chairman of Humen E-commerce Industrial Park and Executive President of Dongguan E-commerce Federation Wang Wei said, "Humen is planning to hold an e-commerce skills competition to increase efforts to attract e-commerce talents. In the future, it will also launch an e-commerce industry development fund. At the same time, Humen plans to build a supply chain platform to further leverage the powerful advantages of Humen Textile and Garment Supply Chain." At the
Forum, Wu Qingqiu, deputy secretary of the Humen Town Committee and mayor, said, "Humen will improve the high-end links of the industrial chain, promote the integrated development of digital technology and fashion design, leverage the new retail model to open up the market, promote the digital and intelligent transformation of the industry, and actively explore new paths for high-quality and sustainable development of the textile and garment industry."
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