Both supply and marketing are prosperous and the market is busy – frontline insights into the development of the apparel industry in Zhuzhou, Hunan
Drawing and designing, starting production, selling goods through live broadcast, packaging and wholesale… After the Spring Festival, the reporter visited many clothing companies in Zhuzhou, Hunan and saw that “busy” has become the key word among operators today.
“I almost don’t have time to live broadcast now.” At Hunan Subai Clothing Co., Ltd., located in Lusong District, Zhuzhou City, founder Ma Guai described himself as “so busy that I wish I could be apart.”
“There are now more than a dozen anchors working three shifts, and the supply of products exceeds demand. Some styles have to be queued for two months.” Ma Guai said, “We have designated this year as a ‘learning year’ for the entire company, and the process chain must be integrated. , management and operational capabilities must be improved, and R&D investment must continue to be increased.”
The Subai brand was founded in 2017. Its main products are Chinese-style women’s clothing. Ma Guai was once the only designer and anchor. The products are sold through online live broadcasts. Now, the company has grown to more than 300 employees, with an annual output value of over 100 million yuan.
Online sales are Subai’s only sales channel. During the epidemic, it was hampered by sluggish logistics and poor production. “Last year’s Double Eleven, pre-sales were originally opened, but later all consumers were refunded.” Ma Guai believes that although the epidemic interrupted production and sales, it also gave the team a window period to plan for the future.
Ma Guai said: “We have thought and planned the next direction of brand development, and we also need to broaden sales channels and ‘test the waters’ of cross-border e-commerce. Now everyone They are all confident and ready to do something big.”
In recent years, as the scale of Zhuzhou’s apparel industry continues to expand, market entities and employees in the apparel industry have also increased rapidly. According to statistics, there are more than 42,000 clothing market entities in Zhuzhou, and the clothing industry has become the second local industry after the rail transit industry with an output value exceeding 100 billion yuan.
The 100-billion-dollar industry cannot do without the joint efforts of large and small market entities, nor can it do without a more advanced, smarter, and more efficient production model.
At the Ouwei Fashion Group Co., Ltd. located in Lusong District, Zhuzhou City, workers are operating an automatic cutting bed that can accurately cut fabrics according to drawings. The fabrics can be transported to the sewing workers’ stations by cross-floor conveyor belts for production and packaging. After finishing, it is transferred to the unmanned warehouse and classified and stored through the circular cross-belt sorter system. This system can deliver 50,000 to 100,000 pieces of clothing every day and distribute goods to 100 stores at the same time.
“In January this year, the company’s product sales exceeded the highest record in history; after the Spring Festival, we opened up franchise rights, and now we can receive dozens of consultation messages every day.” Li Yulong, Chairman of Ouwei Fashion Group Co., Ltd. explain.
Ouwei Fashion Group currently has three brands. In the past three years, despite the impact of the epidemic and the weakening of expectations, its annual sales have still achieved a compound growth of 30%, and it has invested in the construction of fashion industrial parks and smart phones. factory. Li Yulong said: “Zhuzhou has a good industrial atmosphere and strong policy support. We are full of confidence in the future.”
This year, Li Yulong is setting up a new R&D center in Guangzhou. He will also show off his skills at the upcoming Hunan Apparel Industry Expo and cooperate with more upstream and downstream companies. Li Yulong said: “Zhuzhou already has an industrial ecosystem integrating R&D and design, production and processing, display and sales, warehousing and logistics, and e-commerce. We hope that the industrial chain will be more complete and the supporting facilities will be more complete.”
In addition to manufacturing companies, in the clothing wholesale market, batches of customers have begun to select the spring and summer clothes on the shelves; in the logistics park, pieces of express delivery are ready to be sent to all parts of the country; in the live broadcast base, anchors take turns to go into battle, Introducing new styles of clothing…
In order to cultivate the growth of the entire industry chain, Zhuzhou City is making every effort to implement the apparel (textile) industry chain promotion mechanism, promote investment attraction with “chain thinking”, and promote industrial upgrading with “new business formats”. It is reported that there are currently 11 projects in production in the city’s apparel (textile) industry chain, with a total investment of 1 billion yuan; 6 projects are under construction, with an annual planned investment of 1.02 billion yuan, and 430 million yuan of investment has been completed.
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