Clothing market survey report

Through the 7-day market survey, the project team has different reasons for the operation characteristics, coverage, market advantages and disadvantages, geographical location, traffic conditions, business model, operation category, financial supporting facilities and market operation of the above different types of markets. A general understanding and summary, and a detailed description of the survey market.
The first part of the wholesale market survey situation 1, Guangzhou urban plate Guangzhou has been the main supply of domestic clothing industry since ancient times, but also the main clothing processing base abroad. With the rapid development of the garment industry, Guangzhou has produced a variety of comprehensive and professional wholesale markets. After more than 20 years of development and change, Guangzhou has become one of the most densely populated wholesale market communities in the world, becoming the largest clothing distribution base nationwide and even the world. At present, Guangzhou has formed a wholesale market for the Liuhua plate with the white horse as the leader and the Shahe plate with the favorable position of Shadong.
The Liuhua clothing market mainly includes Guangzhou Baima Clothing Wholesale Market, Dark Horse Clothing Wholesale Market, Liuhua Clothing Wholesale Market, Cotton Tree Backgammon Fashion Square, Tianma Building Clothing Plaza, Guangzhou Yuexiu District Tianlong Service Confluence, Guangzhou Garment Exhibition Center, Lai Li Ge Fashion Wholesale Mall. Guangzhou Yuexiu District Xinxing Clothing Wholesale Mall.
The Shahe plate mainly includes Shadong Industrial Products Mall, Tianhe District Shadong Industrial Products Market, Shahe First Garment Wholesale Market, Shadong Second Garment Wholesale Market, Shahe Third Garment Co., Changyun Commercial Plaza Commodity Wholesale Market, Tianbao Wholesale clothing market.

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In addition, sporadic clothing wholesale markets exist in other regions. In the past few years, the clothing wholesale market in Guangzhou was basically in a very hot situation, but in the past few years, it has gradually declined. According to the survey, 50% of the Guangzhou Garment Wholesale Centers, which have been famous for their new style and low price, are at a loss. Therefore, the clothing wholesale market has begun to find new ways. They will design concepts, popular culture, brand image and management. The concept as a commodity to operate as a new direction of the development of the clothing wholesale market, to achieve the transition from the sale of low-end "big road goods" to brand management. In order to survive in the fierce market competition, various markets are looking for new ways and ways of doing business. Below we will make an in-depth analysis of the Baima clothing wholesale market and the Shadong favorable clothing wholesale market.
Guangzhou Baima clothing market market overview: Baima clothing market is invested and constructed by Guangzhou Urban Construction Development Group. The market is located at South Station Road, which is adjacent to Guangzhou Railway Station. The existing building area is 60,000 square meters, with 10 floors, 4 floors, 5 floors. , 1 floor underground parking lot. The Guangzhou White Horse Clothing Market was opened in 1993 and is managed by Guangzhou Baima Garment Market Co., Ltd. The market is equipped with modern facilities such as central air-conditioning, passenger and cargo elevators, safety monitoring systems, fire protection systems, and broadband networks. The mall is beautifully decorated with spacious passages, and is equipped with fashion show plazas, savings offices, business centers, consignment stations, parking lots, fast food restaurants and other ancillary services.
Guangzhou Baima Garment Market is the medium-to-high-end clothing market with the largest scale, the best decoration, the most complete decoration, the most standardized management and the largest transaction volume in Guangzhou. There are more than 2,000 households operating in the market, including garment enterprises in the Pearl River Delta region, Zhejiang, Fujian and even across the country, as well as manufacturers in Hong Kong and Taiwan. The white horse clothing market is not only a spot wholesale and retail center for medium and high-end clothing, but also a clothing brand franchise center. Wholesale and retail, sample orders, monopoly agents, franchise and other trading methods are available. Women's, men's, suits, evening wear, casual wear, Tang suits, shirts, coats, coats, underwear... complete range.
Since the opening of the clothing market, the market's radiation capacity has been continuously enhanced. The merchants are located in 30 provinces, municipalities and autonomous regions in Heilongjiang, Xinjiang, Inner Mongolia and Tibet. In recent years, the radiation surface has crossed the national border and reached the international five continents. The daily average passenger flow has reached tens of thousands of people, and the annual transaction volume is more than 2 billion yuan. It ranks first in the over 100 million yuan market appraisal in Guangzhou.
The market is based on the service quality policy of "Environmental Comfort, Service Intimacy, Business Reassurance, Continuous Innovation", and has been recognized by ISO9001:2000 International Quality Management System. It has won the "Civilized Market of the Whole City", "Civilized Market of the Whole Province" and "National Civilized Market" "And the province's top ten civilized markets", "consumer satisfaction market" and other titles, was also rated as "the best service unit in Guangzhou area" and "Guangzhou civilized unit" by the Guangzhou Municipal Party Committee and the Municipal Government.

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List of white horse clothing wholesale market:
Advantages of the White Horse Clothing Wholesale Market:
1. Excellent location:
2. Convenient transportation: the railway station, provincial bus station, Liuhua station, and Guangzhou bus station are within easy reach;
3. Developed logistics and transportation: both the railway station and China Southern Airlines have cargo consignment offices in the market;
4. Large flow of people: Since the clothing wholesale market is located in the transportation hub of Guangzhou, there is a huge flow of people in this area, with tens of thousands of people per day;
5. The surrounding commercial atmosphere is good: there are red cotton wholesale market, BBK market, Tianma market, etc. around Baima clothing wholesale market;
6. Flexible trading method: The clothing market has flexible trading methods, including wholesale and retail, sample orders, monopoly agents, and franchise.
7. A full range of products: women's wear, men's wear, suits, evening wear, casual wear, Tang suits, shirts, coats, coats, underwear and other clothing;
8. Higher operating grades: the clothing wholesale market mainly deals in medium and high-end clothing;
9. The company has strong financial strength: the company has sufficient funds to inject funds for the continuous development of the market.
10. Stable advertising: Every year, a large number of advertising and corporate image will be made in some national media and local media;
11. Operating hours early: The clothing wholesale market opened in 1993, when it was the wholesale market with the highest operating level and the largest operating area in Guangzhou;
13. Service major, management science: The clothing wholesale market has a dedicated and responsible professional team;
The disadvantages of the white horse clothing wholesale market:
1. Intense competition in the surrounding markets. In the vicinity of Baima Clothing Wholesale Market, there are red cotton cotton wholesale market, BBK wholesale market, Tianma wholesale market, these markets are all divided into the operation share of Baima clothing wholesale market;
2. Cost of clothing operation is increasing. As the cost of garment manufacturing is increasing, the purchase price of garments is increased, which increases the operating costs of the wholesale market operators;
3. The rent is higher. In the Baima clothing wholesale market, the underground shopping mall rents 15,000 yuan/month, the first floor is 60,000/month, the third floor is 25,000/month, and the fourth floor is 80,000. The rent is significantly higher than other surrounding markets;
4. The land resources are tight and there is no effective brand expansion. The area where the white horse clothing wholesale market is located is already in a state of intensive land. There is no land available for use, which affects the brand expansion of the market. It cannot use the brand effect of Baima to develop the white horse children's wear market, the white horse shoe wholesale market, the white horse underwear wholesale market, White horse clothing decoration wholesale market, etc.;
5. The surrounding security environment is poor. There have been incidents of robbery and murder in the area around the railway station. These incidents have affected the market reputation and caused many negative effects on the market;
6. Lack of accurate market internal layout. There is no market layout within the market, and buyers cannot find the wholesale department that they need to purchase clothing;
Reasons for the success of Guangzhou White Horse Clothing Wholesale Market:
1. Unique location and convenient transportation. Guangzhou Baima Clothing Wholesale Market is located in the front of the station road, close to the provincial bus station, Liuhua station, Guangzhou bus station, convenient transportation network, the inner ring viaduct line can directly lead to Baiyun Airport and surrounding counties and cities. Since the railway station and the bus station are all less than 400 meters away from the market, it is undoubted that the logistics is developed and convenient, and the purchased clothing can be quickly flowed to the sales venue;
2. The product is rich and the quality is reliable. Guangzhou Baima clothing wholesale market operates a variety of clothing related to women's wear, men's wear, suits, evening wear, casual wear, Tang suits, shirts, coats, coats, underwear, etc., at the product level, high and low, everything in the western suburbs The mall mainly operates some lower-grade clothing, while the clothing grades on the second, third and fourth floors are higher than one. People can enjoy the convenience of one-stop shopping when purchasing clothing, eliminating the troubles of running around;
3. Scientific and effective management. A united and pragmatic management team is an important factor in the market's management. Guangzhou Baima Garment Wholesale Market is operated and managed by Guangzhou Baima Garment Market Co., Ltd. The company serves the purpose of “professionalism, innovative service, wholehearted cooperation and common prosperity”. The company has a young and professional team to manage operations, so that the entire market operates under a standard behavior and management mode, ensuring that the market is moving in a healthy direction.
4. The leading effect and the cluster effect complement each other and jointly promote the prosperity of the entire market. Guangzhou Baima Garment Wholesale Market is the earliest professional clothing wholesale in the station road. With the expansion of operation, it has become the leading figure in this region and plays a good demonstration effect. Other stores have found that the white horse clothing business is good, they have set up camps in the surrounding area, thus forming the entire clothing wholesale business atmosphere, these markets are taking a different growth path, try to avoid the positive attack with the white horse clothing wholesale market, Take other business operations related to clothing, such as cotton yarn and leather goods. Through the efforts of various shopping malls, today's Baima is a prosperous market.
Shadong's favorable international clothing wholesale market market overview: Guangzhou Shadong Favorable International Clothing Wholesale City is located in Guangzhou Quanquan Road, an important birthplace of China's contemporary clothing professional wholesale market. Guangzhou Shadong Favorable International Clothing Wholesale City consists of Beicheng, Nancheng and Hengli. The favorable clothing wholesale city Nancheng is located at the intersection of Xianlie East Road and Yuquan Road in Guangzhou. The garment city has a construction area of ​​22,000 square meters and 1200 shops. Smooth, central air conditioning, multiple escalators and freight elevators. Beicheng is located in Shahe Clothing City, Yuquan Road, Tianhe District, Guangzhou. The building area is over 44,000 square meters and there are more than 1,700 shops. Guangzhou Shadong Favorable International Garment Wholesale City integrates modern equipment and facilities into a comprehensive modern clothing wholesale market that integrates clothing wholesale sales, display apparel brand image, product distribution agency, release industry information, warehousing and distribution, and spread apparel culture.
In recent years, Shadong Profit Group Co., Ltd. actively updated its concept, forge ahead, and boldly innovated. From an extensive management company to a higher level of packaging planning, capital portfolio investment, intelligent management, multi-functional supporting services Hybrid modern enterprise. This year, Shadong Favorable Group Co., Ltd., in order to enhance its international competitiveness, adapt to Guangzhou's commercial positioning and commercial characteristics, strengthen its own advantages, and invite South China's most authoritative fashion brand planning agency - Guangzhou Fashion Designers Association to establish "Shadong Favorable international fashion design and development center." The center will follow the "Shadong favorable" - brand engineering, and actively build an authoritative platform to build a Chinese clothing wholesale brand. The Center is committed to promoting the development of China's garment wholesale industry. It is committed to launching products development and design, brand planning and promotion, professional consulting and training, industrial information and research projects for enterprises active in the first line of Chinese clothing wholesale. professional service.
Shaxi favorable international clothing wholesale market situation list:
The advantages of Shadong in the international clothing wholesale market:
1. Shadong's favorable international clothing wholesale market is strategically located. It is located in the clothing wholesale market in Shahe Street, Guangzhou.
2. Convenient transportation. 23 buses, 833, 833, 271, 236, 252, 236, 252, 219, 290, 201, 246, 85, 72, 11, 65, 60, 27, 864, 112, 883, 535, 637, 664, etc. After the line bus passes, Guangyuan Road passes by the market, and can go directly to the railway station and the provincial bus station on the inner ring. The time is less than 20 minutes.
3. The rent is cheap. The rent is 1500-1800 yuan, and the annual rent is less than 20,000 yuan, which is lower than the wholesale market of Baima clothing;
4. The starting point is high and the environment is good. At the time of design, the allocation and arrangement of the market layout are fully considered, so that people can shop in a relatively clean environment;
5. The surrounding has formed a good business atmosphere. There are various wholesale markets of various sizes in the market, which have gathered a lot of popularity for the prosperity of the shopping malls.
The disadvantages of Shadong in favor of the international clothing wholesale market:
1. The surrounding sanitation environment is poor;
2. The operating level of the surrounding market is relatively low. The surrounding area is mainly the Shahe Street wholesale market that operates low-grade clothing, which restricts the operation grade of Shadong's favorable international clothing wholesale market and becomes an obstacle to the development of the wholesale market to medium and high-end;
The reasons why Shadong is conducive to the success of the international clothing wholesale market:
1. Government support. Government support is the policy support and political pillar of the market's prosperity. Guangzhou City fully supports the upgrading of Shahe Street clothing wholesale market. The Shadong favorable clothing wholesale market is a model project for the upgrading of Shahe Street clothing wholesale market. Therefore, the government continues to Give policy support and market environment support. It has been listed by the government as one of the key targets for planning funding.
2. Accurate market positioning. Guangzhou Shadong Favorable International Garment Wholesale City integrates modern equipment and facilities, integrating clothing wholesale sales, displaying apparel brand image, product distribution agency, publishing industry information, warehousing and distribution, and spreading apparel culture. market.
3. Scientific management. The clothing city is managed by Shadong favorable group company, and Shadong beneficial group company has realized the transition from extensive operation to intensive operation. It has become a package planning, capital investment portfolio, intelligent management and multi-functional support. The service-mixed modern enterprise has accumulated a lot of experience in the management of the clothing market.
4. Strong financial strength. The company has strong financial strength and provides a solid source of funds for the further development of the market, ensuring that the market has sufficient funds to maintain its operations and upgrades.
5. Advanced computer communication network system. In the market, each merchant can fully enjoy the construction of computer network user terminals. The business website provides free online information for each customer, allowing global buyers to conduct information inquiry and market trading activities through the Internet, breaking through geographical limitations and expanding market space.
6. Reasonable and advanced planning and design. The six-layer barrier-free progressive spiral-up circulation design constitutes a self-contained modern logistics system. Merchants and goods can be reached without barriers to any floor, enter any parking lot, and make each store The space is fully utilized and the crowded, noisy and unsanitary features of linear shops are avoided.
2. Shaxi Town, Zhongshan City Shaxi Town, Zhongshan City is located in the Pearl River Delta, close to the west of the city, covering an area of ​​550,000 square kilometers, with a registered population of 61,000 and a non-registered population of more than 80,000. Shaxi Town Industrial Products is “leisure” "Apparel" and "Shaxi Herbal Tea" enjoy a good reputation. Since the reform and opening up, Shaxi has established an industrial system with textile and garment as the pillar and the common development of electronics, chemicals, furniture, home appliances, pharmaceuticals and food. There are 127 enterprises above designated size in the town, and the industrial output value above designated size is 6 billion yuan. It accounts for 84% of all industries. Shaxi is an important leisure clothing production base in China. It is known as the “casual clothing to see Shaxi” in the clothing industry.
In 2003, there were 826 garment enterprises with a total of 36,400 people, with an output of more than 26 million dozens, an output value of 4.833 billion yuan and a foreign exchange earning of 133 million US dollars. Shaxi casual garment production has formed an industrial cluster effect, with more than 6,000 acres of garment industrial zones; there are more than 200 garment-related textile, bleaching, printing, washing, buttons, machinery parts and other supporting enterprises; The professional market for cloth fabric market, garment machinery market, accessories market, and cloth market. There are many national-level fashion designers in Shaxi Town, and there are more than 70 self-owned brands. Among them, there are 2 famous brands in Guangdong Province and 2 famous trademarks in Guangdong Province. At the same time, it also provides processing and production services for some famous casual clothing brands at home and abroad.

Zhongshan City has three major clothing wholesale markets, namely Shaxi Leisure Clothing Wholesale Market, Buffalo Commercial Plaza and Longrui Small Commodity Wholesale Market. Shaxi Town has formed an industrial chain of production, processing, trade, sales and design, providing a good environment for the development of Shaxi casual wear.
Buffalo Commercial Plaza Market Overview: Zhongshan Buffalo City is a comprehensive commercial center with European architectural style covering an area of ​​40,000 square meters and a total construction area of ​​110,000 square meters. The first floor is a clothing wholesale center, with a large scale, high-end decoration, complete supporting, standardized management, and large-volume medium-to-high-end clothing domestic market. Buffalo is adjacent to Shaxi Garment Production Base. There are more than 400 households operating in the market, including garment enterprises in the Pearl River Delta, Zhejiang, Fujian and even across the country, as well as manufacturers in Hong Kong, Macau and Taiwan. Buffalo Commercial Plaza is a spot wholesale, retail center and a clothing brand franchise center for medium and high-end clothing. Wholesale and retail, sample orders, monopoly agents, franchise and other trading methods are available. Buffalo operates a variety of women's wear, men's wear, suits, evening wear, casual wear, Tang suits, shirts, coats, coats, underwear and so on.

Advantages of the Buffalo Commercial Plaza:
1. The business atmosphere is strong. There are many commercial bases around the commercial plaza, there are small commodity wholesale centers, freight centers, flea markets, cloth wholesale centers, etc., and a good commercial atmosphere has been formed around them;
2. The starting point is high and the supporting facilities are complete. The mall integrates retail stores, entertainment centers, exhibition centers, apartments, Chinese and Western restaurants, and business centers;
3. The card position is flexible. The card position setting is flexible, there are a variety of specifications to choose from, and the card position can be connected to the upper and lower floors or connected to the third floor according to individual needs;
4. Flexible payment method. Commercial plazas are available in pre-sale, capped and closing prices. Bank mortgages are also available;
Disadvantages of the Buffalo Commercial Plaza:
1. Shortage of funds. After the first phase of investment, no funds will be released;
2. The advertisement is weak and the popularity is not high;
3. The operation lacks characteristics. In Shashan, Zhongshan is mainly casual wear. The Buffalo Commercial Plaza does not have the main leisure clothing brand to operate. The business houses in the commercial plaza are mainly fashion, such as suits and jeans.
Zhongshan Shaxi Leisure Plaza is now basically in a state of rest: 98% of the business owners have been withdrawn, and the first and second floors are now one plus one large shopping supermarket, and the surrounding hotels are also closed.
Zhongshan Longrui Small Commodity Wholesale Market Market Overview: Longrui Small Commodity Market is located at Xijiao Road, Fusha Road, Zhongshan City, adjacent to the city bus terminal, long-distance passenger and cargo station and the National Highway of National Highway 105. The highway extends in all directions, whether it is in or out of the city or north. Guangzhou, south to Zhuhai, west to Jiangmen, east to Dongguan, the traffic is extremely convenient. The venue is equipped with large indoor locomotive parking lot and outdoor car parking lot to facilitate the customers. For the convenience of customers, the market has established three cargo transportation teams covering the entire Pearl River Delta and Hong Kong and Macao. Mainland customers handle the consignment business. Since its opening in 1997, it has become one of the more influential clothing wholesale markets in the Pearl River Delta region. It has a large shopping mall covering an area of ​​over 33,000 square meters and a total of more than 900 shops. More than 600 merchants are here. Investment, more than 2,000 people engaged in business activities; the market has thousands of styles of clothing for you to choose, cheap and beautiful, and together with the casual clothing of Shaxi clothing famous city factory, to provide you with the best possible products .
Advantages of Longrui Small Commodity Market:
1. Excellent geographical location and convenient transportation. Longrui Small Commodity Market is located at Xijiao Road, Fusha Road, Zhongshan City, adjacent to the city bus terminal, long-distance passenger and cargo station and the National Highway of the 105 National Highway. The highways extend in all directions, whether you enter or leave the city or go north to Guangzhou, south to Zhuhai, west to Jiangmen, east. To Dongguan, the traffic is extremely convenient;
2. The product is rich. The market is a collection of all kinds of clothing, fabrics, small department stores, footwear, daily necessities, leather goods, cosmetics, boutiques and other cheap goods;
3. The price is low. The market is mainly engaged in low-end clothing, which has a great advantage in price, and is lower than the price of Buffalo Commercial City Plaza;
The disadvantages of Longrui Small Commodity Market:
1. The market environment is poor. The environment of Longrui Small Commodity Market is poor, mainly reflected in the dim light inside the market and the simple decoration;
2. The layout is unreasonable and lacks overall planning. The market lacks an overall functional zoning plan. Each region operates the same clothing. For example, each market area operates the same clothing, fabrics, small department stores, footwear, daily necessities, leather goods and other commodities.
Comparative analysis of the three major clothing wholesale markets in Shaxi, Zhongshan:
There are three major wholesale markets in Shaxi, Shaxi Leisure Clothing Wholesale Market, Buffalo Commercial Plaza and Longrui Small Commodity Wholesale Market. The Shaxi Leisure Clothing Wholesale Market, which has sang all over the Yangtze River, has closed down. The business of Buffalo Commercial Plaza is cold and the door is ok. The depression is on the verge of life and death, and the business of Longrui Small Commodity Wholesale Market, which is separated from the wall of the Buffalo Wholesale Market, is booming.
So what is the reason for this phenomenon? We have learned through investigation that the following factors have caused two market depressions and even collapses, while the other is thriving. These factors are:
1. Government relations. The development of a market is closely related to the support of the government. Longrui Wholesale Market has very good government support. This market is a market cultivated by the government and solves a large number of labor employment. The Buffalo Commercial Plaza is a commercial wholesale market for private investment. The relationship between the market and the government is not very good. As a result, there is a tall wall between the two markets, resulting in no old rivals, two markets. The market circle effect cannot be effectively formed. When the Shaxi casual wear wholesale market has government support, the business is booming. Now the government supports the Starbucks Convention and Exhibition Center and actively organizes the Shaxi Casual Wear Festival. With the withdrawal of the government, the market is also sluggish;
2. Funds. Capital is the source of strength for the sustainable development of the market. Adequate capital can provide a driving force for the sustainable development of the market and can be related to the survival of the market. Buffalo Commercial Plaza lacks the injection of follow-up funds, resulting in the initial investment of investment funds can not achieve the desired results, the lack of funds led to the reduction of advertising costs, but also produced a series of reactions, the market visibility is not high.
3. The management of the market management manager. The managerial ability and level of market managers and whether they have long-term plans are crucial to the development of the market. Because the Shaxi casual wear wholesale market is a buyout operation, the owner owns the ownership of the store, and the management company only has the management right, which leads them not to pay attention to the long-term development of the market in the process of operation and management, and only pay attention to the immediate interests. The market management is chaotic, the business owners are not satisfied, and the purchasers are not willing to purchase clothing. When no one cares about it, it is only about the door.
4. Consumer preferences and market positioning. The clothing operated by Longrui Small Commodity Market is mainly sold to buyers who are relatively backward in some counties and towns in other parts of Guangdong Province. The market environment is relatively poor, and the clothing grade is relatively low, but it is suitable for this type of customer. The clothing grades operated by Buffalo Commercial Plaza are relatively higher, which is not suitable for the appetite of this group of purchasers, and no one has purchased it in the past.
5. The degree of market monographs. An important reason for the failure of Shaxi Leisure Clothing City is that one plus one supermarket is stationed in the wholesale city. The biggest consequence of Shangchao’s presence is that the supermarket has seized the booth of the wholesale city, making the wholesale city’s operating area less and less The scale that should be. Another impact is that customers who visit the wholesale city have become local retail customers, which has changed the consumer groups in the mall.
3. Zengcheng Xintang Plate Zengcheng is located in the northeast of the Pearl River Delta, east of Guangzhou, south across the river from Dongguan, and east of Huizhou. Northern boundary Conghua, Longmen. It is located in the developed areas of Guangzhou, Dongguan, Shenzhen and Hong Kong. Close to Guangzhou Economic and Technological Development Zone and Guangzhou Science City, the industrial and commercial industries are developed, with "multi-city radiation effect", with large development space and good prospects. Therefore, it is called the eastern part of Guangzhou, which is the leading to the Eastern Party, Shenzhen, Hong Kong and Guangdong. Traffic throats around the east. The southern towns of Xintang and Yonghe have been included in the planning of the Guangzhou Metropolitan Area. Zengcheng Xintang's denim clothing industry has become Zengcheng's economic pillar industry and an important source of tax revenue. There are data showing that 60% of the country's cowboys are from Xintang, 30% of the country's cowboy clothing is exported from Xintang, and Xintang Town has more than 3,000. Home denim clothing and related supporting enterprises, more than 1,000 registered denim clothing brands. Products are exported to Russia, the United States, the European Union, Hong Kong and other dozens of countries and regions. An average of 2.5 million denim garments flow out of Xintang every day. Xintang has become an important denim production base, and has formed an industrial chain of design, processing, production, sales and service.
Xintang International Denim Clothing City Shopping Mall Market Overview: Xintang International Cowboy City is located in Xintang Town, the southern part of Zengcheng City, Guangdong Province. Xintang Town is located on the north bank of the lower reaches of Dongjiang River. It is closely connected with Guangzhou Huangpu District, Guangzhou Economic and Technological Development Zone and Guangzhou Science City. It faces the city of Dongguan across the river and is located in Guangzhou, Shenzhen, Dongguan, Hong Kong, Macau and Huizhou. An oasis between big cities, with excellent traffic conditions, runs through 107 national highways, Guangshen Highway, Guangyuan East Road, Guanghui Expressway, and Guangzhou Beisanheng. The waterway runs from Xintang Port to 70 nautical miles to Hong Kong and 25 nautical miles to Guangzhou. The transportation network extending in all directions connects Xintang and the Pearl River Delta. It is blessed with unique talents, outstanding people and economic development, so it is praised by economists as the "golden corridor."
At present, the town has more than 3,000 denim clothing and related supporting enterprises, more than 80,000 employees, more than 1,000 registered denim clothing brands. Products are exported to China, Hong Kong, Russia, the United States, the European Union and other dozens of countries and regions. Xintang Town was awarded the title of “China's famous cowboy clothing town”. Xintang International Cowboy City is a large-scale trade city integrating denim clothing and textile trade, integrating trading center, information center, logistics center, design center and innovation technology center. Xintang International Cowboy City covers an area of ​​500,000 square meters and has more than 3,000 shops. It is China's largest, highest-grade, and most complete denim clothing and textile trade city. Xincheng International Cowboy City Mall is an ideal large-scale shopping mall for denim clothing and textiles. The two malls cover an area of ​​10,000 square meters, with more than 800 first-floor and second-floor shops. The third floor is the business office center, and the fourth floor is the shop tenant warehouse. The mall has a spacious passageway with central air conditioning, escalators, freight elevators, telephone communications and a complete fire protection system. There are large parking lots near the mall and large freight yards to all places to provide customers with a good business environment.

Advantages of Xintang International Denim Clothing City Mall:
1. Market professional. The country's largest professional wholesale market for denim clothing
2. Policy support. Zengcheng government's key support
3. The price is cheap. Factory direct sales
4. The plan is reasonable. The market environment is beautiful, integrating production, trade, scientific research, residence and tourism.
5. The scale is huge. The business area is 500,000 square meters, and the disadvantages of more than 3,000 Xintang International Denim City Malls are:
1. Traffic geography is biased. Located in Xintang Town, Zengcheng
2. The operation time is late and the popularity is not high. The market began construction in 2002 and opened in August 2003. The lack of advertising communication has made the market less well-known.

Zengcheng Xintang Plate: Focusing on Xintang International Jeans Clothing and Textile City

The reasons for the Xintang International Denim Clothing City Mall are still not prosperous:
1. The project hastily opened. The Xintang International Jeans Clothing City Mall was built in 2002. Since the cowboy clothing festival was held in 2003, the government forced all Zengcheng clothing enterprises to enter the mall. At this time, the clothing city has not been renovated, and only a few simple planks were used for the clothing exhibition. The pavement has affected the image of the clothing city. At the end of the exhibition, the clothing city forced all business operators to move out of the clothing city and carried out two months of renovation. At this point, the government no longer forced the clothing enterprises to move into the clothing city, resulting in a low rate of clothing city.
2. The advertising is not strong enough and the popularity is not high. Xintang International Denim Clothing City Mall only made a small amount of investment advertisements in Zengcheng and other places, and made a small amount of advertisements on a foreign TV station, and the time was at 10 o'clock in the evening. This time caused the communication effect to be worse, so the whole The advertising effect of the clothing city was poor, and it did not have the effect it deserved.
3. The business mode is special. The Xintang International Denim Clothing City Mall is mainly for ordering orders. The clothing products of the clothing city owners are mainly used for display to customers. There is only one item for each set of clothing. There is no stock, and customers only need to select the layout they need. Then place an order to the business owner. After the production of the clothing enterprise, the business owner consigns the goods to the customer through the car consignment and the train. Therefore, the lively scene of the cargo tally is rarely seen in the shopping mall.
Fourth, Humen clothing wholesale market sector Humen Township is adjacent to the east bank of the Pearl River, adjacent to Guangzhou, Shenzhen, Hong Kong, Zhuhai and Macao. It borders on the south of the Yangtze River with an area of ​​170 square kilometers, a resident population of 115,000 and a foreign population of more than 500,000. Humen has more than 1,000 garment enterprises on the scale, and there are more than 100 supporting factories for weaving, shaping, bleaching, zipper and embroidery. The town has an annual output of more than 100 million pieces of clothing and annual sales of more than 10 billion yuan. Humen is not only a solid production base, but also a huge clothing market. There are 17 modern fashion malls such as Fumin Commercial Building, Longquan Commercial Plaza and Huanghe Fashion City, which are famous for Wenyu. More than 8,500 shops form a fashion city with a square kilometer. Humen has not only become the most active clothing wholesale center in the country, but also has become an important base for export to Southeast Asia, Europe, America and West Asia. It has been awarded the title of “China Women's Famous Town” by China Textile Industry Association and China Garment Association. The famous brand of Humen clothing market is a collection of fine products. So far, it has successfully hosted the 8th China International Apparel Trade Fair and the 4th “Humen Cup” International Youth Design Competition, which has become a famous event in the clothing industry.
Fumin clothing wholesale market market overview: Fumin clothing wholesale market is invested and built by Humen Fumin Service Company, which focuses on wholesale market development and management. After investing in Fumin clothing wholesale market, it has successively developed Fumin Children's Wear City, Fumin Agricultural and Sideline Products Wholesale Market, and Fumin Footwear market, Fumin cloth wholesale market, Fumin second market, Fumin night market, Fumin leather goods wholesale market, Fumin Import and Export Company and Fumin Fashion Network, Fumin Service Company plans to invest in a 3,000-acre Fumin Logistics Center. Including the first phase of the Fumin Trade City, which covers an area of ​​500 mu and invests 2 billion yuan, making Fumin a commercial aircraft carrier combining traditional and modern logistics in South China.

Advantages of Fumin Clothing Wholesale Market:
1. Excellent geographical location and convenient transportation;
2. Complete business varieties;
3. Has a wealth of market resources. The clothing city is located in Humen Town, a well-known clothing production base in China. There are more than 1,000 garment enterprises in Humen, and there are more than 100 supporting factories for weaving, shaping, bleaching, zippering and embroidery. The town has an annual output of more than 100 million pieces of clothing and annual sales of over 10 billion. yuan. These provide a source of supply for the operation of the clothing market;
4. Effective management;
5. Strong business atmosphere. The surrounding area of ​​the market is an important commercial and prosperous district in Humen Town, with a strong commercial atmosphere;
6. Large passenger flow. The daily flow of people reaches more than 100,000 times;
7. Realized brand management. On the basis of the market of Fumin clothing wholesale market, it has formed professional wholesale of Fumin Children's Wear City, Fumin Agricultural and Sideline Products Wholesale Market, Fumin Shoes Market, Fumin Fabric Wholesale Market, Fumin Second Market, Fumin Night Market, Fumin Leather Leather Wholesale Market. market;
8. Various advertising methods are available. Fumin clothing wholesale market advertising has online advertising, TV advertising, radio advertising, outdoor advertising, internal publications, DM, etc., Fumin also established its own specialized clothing network, not only to promote corporate image, but also to publish clothing market information and various clothing Relevant market knowledge, management skills, etc.;
9. Early business hours and rich management experience.
Disadvantages of the Fumin clothing wholesale market:
1. The surrounding clothing wholesale market is dividing the operating share;
2. The rent is high. The rent is obviously higher than that of the Yellow River Fashion City.

Yellow River Fashion City Market Overview: Huanghe Fashion City is located in the famous clothing city - Humen. It is located in the prosperous commercial center of Taiping, passing through Humen Avenue in the south and Yinlong Road and Humen Square in the west. The Yellow River Fashion City is a comprehensive business center developed by the Yellow River Group Corporation, which integrates fashion wholesale, supermarket department stores, commerce, securities, entertainment, catering, and leisure.
The first to fourth floors are large fashion wholesale centers with more than 1,400 shops. The Yellow River Fashion City is composed of 56 floors of the Yellow River Center Building, two 28-storey commercial and residential apartments and 9 large-scale shopping malls with an area of ​​over 118,000 square meters. The building is magnificent, elegantly decorated, practical in layout and complete in equipment. Is a modern and intelligent property group. More than 800 cars can be parked at the same time in the plaza and underground parking lot. According to the needs of the large-scale clothing wholesale market, a set of perfect service mechanisms have been established in the fashion city; such as electronic information platform, business center, banking service, clothing design center, fashion display center, shopping guide, etiquette and other ancillary services. It can provide a safe and comfortable shopping environment for the owners and customers who enter the Yellow River Fashion City. The Hong Kong Fashion City on the fourth floor is also known as the brand source of Hong Kong, Taiwan, Japan, South Korea, Italy, Southeast Asia, and Western Europe. It is elegant and romantic with the century "Southward Wind". Fine and unique style.
The Yellow River Fashion City integrates the essence of traditional clothing wholesale shopping mall management, injecting the essence of modern enterprise management, and uniquely creating a management model that adapts to the development of modern market economy and Humen's local cultural economy. The company adheres to the business philosophy of creating a large market, doing a good job of circulation, promoting large-scale production, and driving prosperity. Business objectives: to establish a national largest clothing wholesale trade center, become synonymous with "Southern fashion"; seize the opportunities in the change, create advantages in the competition.
Advantages of the Yellow River Fashion City:
1. Excellent geographical location. The market is located in the prosperous commercial center of Taiping, passing through Humen Avenue in the south and Yinlong Road and Humen Square in the west;
2. Convenient transportation. The mall is adjacent to Taiping CMB Station and Humen Cargo Terminal. It is planned to build CMB station on the northeast side of the shopping mall, set up the Yellow River Commercial City office in Guangzhou, Shenzhen and other railway stations and airports to transport customers and goods.
3. The starting point is high and the planning is reasonable. The first to third floors of the market are fashion malls, the fourth floor is Hong Kong Fashion City, the sixth floor is the main venue of China Humen International Apparel Fair, the seventh floor is Southern Securities, Yellow River Group, Huanghe Fashion City Office, and the eighth floor is high-end fashion office, large fashion Performance center
4. Market positioning is accurate. The Yellow River Fashion City is a comprehensive business center integrating fashion wholesale, supermarket department stores, commerce, securities, entertainment, catering, leisure and holiday;
5. The operation is full of characteristics. Every year, the Humen International Fashion Festival is held in Fashion City, and the Hong Kong Fashion City is located on the fourth floor. This is the most distinctive type of clothing market in all wholesale markets in Guangdong Province;
6. Large parking lot. There is a large parking lot under the Fashion City to meet the needs of customers' vehicles.
And can solve the need for large-scale clothing festival parking;
7. The flow of people is large. As there are passenger stations leading to the whole province in front of the Fashion City Hall, the passenger station can bring huge crowds;
8. The booth area is large. In the fashion city, the booth area is from 8 to 30 square meters, but mainly 18-30 square meters, which is obviously larger than other market booths;
Disadvantages of the Yellow River Fashion City:
1. The popularity is less than that of the rich wholesale market;
2. Market operation is vague: the market is mainly based on wholesale, supplemented by retail. But in fact, there are more retail retailers in the fashion city. This is mainly because there are supermarkets on the fashion city, which leads to more people in the shopping malls, and there are not many wholesale customers.
3. Peripheral market share of business share: The biggest competitor of Huanghe Fashion City is the wholesale market of Fumin Group. Fumin covers the wholesale market of Fumin clothing wholesale market, Fumin children's wear city, Fumin agricultural and sideline products wholesale market, Fumin footwear market, Fumin cloth wholesale market, Fumin second market, Fumin night market, Fumin leather goods wholesale market, etc. These markets involve All aspects of clothing are a full-attack market.
Reasons for the success of Fumin and Huanghe Fashion City:
1. Good market resources. Fumin and Huanghe Fashion City are located in Humen Town, which is an important clothing town in China. There are more than 1,000 garment enterprises in Humen Town, and there are more than 100 supporting factories for weaving, shaping, bleaching, zipper and embroidery. The town has an annual output of more than 100 million pieces of clothing and annual sales of more than 10 billion yuan. These garment enterprises provide clothing resources for the market, eliminating many intermediate links and achieving a direct mode from the production enterprise to the clothing market, thus also contributing to various cost reductions and making the clothing in the market cost-effective.
2. Actively hold various clothing festivals. The Fashion Festival is an effective means of attracting customers. It can gather a lot of popularity and increase the visibility of the company. The Humen Fashion City holds the Humen International Fashion Festival every year. Humen Town has successfully hosted the 8th China International Apparel Fair and the 4th Humen Cup International Youth Design Competition. These clothing festivals, clothing fairs and fashion design competitions not only increased the popularity of Humen, but more importantly, brought huge customer resources to the two major fashion cities, Fumin and Huanghe.
3. The business atmosphere is strong. In the area where Fumin and Huanghe fashions are located, it has always been an important commercial area in Humen Town. It has always been rich in commercial atmosphere, and the establishment of Fumin and the Yellow River has stimulated the business environment. Fumin owns the market of Fumin Children's Wear City, Fumin Agricultural and Sideline Products Wholesale Market, Fumin Shoes Market, Fumin Fabric Wholesale Market, Fumin Second Market, Fumin Night Market, Fumin Leather Leather Goods Wholesale Market, etc. These markets are not far apart and have formed an important Clothing wholesaler circle.

Through the analysis of various markets, we believe that the necessary factors for the success of the wholesale clothing market are:
1. Convenient transportation and superior location are the basis for successful market operation. Each successful market is a market with convenient transportation and superior location. For example, the white horse clothing wholesale market is in the area of ​​Zhanqian Road, the railway station and the bus station are close at hand, and the terminal and shipping are also very convenient. The Yellow River Fashion City is located in the bustling business center of Humen-Taiping, connecting the port road in the south, the Yinlong Road-Fumin clothing wholesale business district in the west, and Yongfeng Shoes City in the north. The mall is adjacent to Taiping CMB Station and Humen Cargo Terminal.
2. Government support is an important factor in the success of the market. The successful operation of the clothing wholesale market we surveyed has a great relationship with the government. Unsuccessfulness also has a great relationship with the government. The government's support is mainly in policy, investment environment, taxation, and urban planning. Of course, intervention and support can also be achieved through administrative means. For example, Shahe favorable international clothing wholesale market is the key project of the government to renovate the wholesale market of Shahe Street. Therefore, it is supported by the government in all aspects. The Xintang International Denim Clothing City Mall was also taken care of by the government. In 2003, the government used administrative intervention to force all garment enterprises to enter the wholesale city, which prompted the wholesale city to have a 100% household registration rate. Since the end of the exhibition, after the renovation of the wholesale city, without the support and intervention of the government, the shopping malls are weak. As a result, the overall market occupancy and business performance is not good.
3. Accurate market positioning is the key to the success of the market. Each market has its own positioning characteristics. Baima clothing wholesale market is positioned in the national comprehensive high-end professional clothing wholesale market, and his customers are from all over the country. The trade methods it adopts are mainly wholesale and retail, sample orders, monopoly agents, and franchisees. Xintang International Denim Clothing City Mall is located in the professional regional wholesale market. It mainly deals in various kinds of denim clothing, mainly adopting the way of ordering orders and wholesale and retail, but it is more focused on the trade mode of the order, its market coverage. The scope is mainly in southern China.
4. Proper advertising is an important means to improve market visibility and investment. Advertising can effectively increase the visibility of shopping malls. Every successful market places great emphasis on advertising. Fumin Clothing City promotes shopping malls through media such as internet, television, newspapers, radio, outdoor advertising and internal publications. Every year, Fumin makes corporate image advertisements in national media such as CCTV. Even in Fumin Commercial Building, there are publicity means such as broadcasting equipment and large-screen electronic display screens, and through internal publications to strengthen communication and communication between business operators and managers.
5. Exhibitions are an important way to gather popularity, raise awareness, attract market attention, and increase transaction volume. We learned in the survey that during the clothing exhibition, the turnover of each market is higher than other periods, and various reports. Overwhelmingly, the media made free publicity for the market. Now some of the more successful markets will have their own special trade fairs. For example, the Yellow River Fashion City holds the Humen International Fashion Festival every year, and Shadong is also holding a costume design festival this year. Shaxi, Zhongshan City, holds a casual clothing festival every year, and has been held for five times.
6. Effective management is the guarantee of successful market operation. Management has an important influence on the success of a market. The Yellow River Fashion City has established a business management team consisting of business management, economic and trade, marketing, fashion design and legal, literary and other professional skills and talented people with years of experience in the management of wholesale clothing and shopping malls. Laid the foundation of manpower. This team has constantly changed its mind and realized the transition from extensive management to intensive management. Continuous innovation and improvement in the business model, so that the malls operate under a scientific and effective management method, thus ensuring the success of the mall.
7. Strong commercial atmosphere and market base can effectively promote the success of the wholesale market. In these successful wholesale markets, they all have one thing in common, either in a region with strong commercial atmosphere or at the location of the wholesale city. The wholesale market is closely linked to the industry. The location of the White Horse Clothing Wholesale Market has a strong commercial atmosphere, and shopping malls such as Tianma, Cotton Tree and Backgammon are nearby. The same is true of the Yellow River and the rich people. They are less than 500 meters away from each other. Fumin has a rich children's clothing city, a rich agricultural and sideline products wholesale market, a rich people's footwear market, a Fumin cloth wholesale market, a Fumin second market, a Fumin night market, and a rich leather. The leather goods wholesale market, these shopping malls are close at hand, these malls have formed a major business circle. The previously prosperous Zhongshan Shaxi Leisure Clothing City relies on the resources that Shaxi is a famous leisure clothing production base. More than 800 leisure clothing enterprises in Shaxi, the clothing produced by these enterprises provides goods for market operators.
8. The innovation of business means is an effective means to attract customers. In the market survey, we found that the operation of the business operators in the two markets is full of characteristics. These business clerk are wearing the clothing operated by their own stores to serve customers in the store. Some business owners even spend money on fashion models wearing fashions to stand at the door of the store for fashion shows and soliciting customers. By observing, the traffic of these stores is significantly higher than that of other stores. Therefore, the continuous innovation of business methods can attract the attention of customers, thus bringing huge customer resources and facilitating transactions, which can deepen the customer's impression and encourage them to continue to purchase clothing next time.
The third part of the market survey questionnaire analysis of our investigation team from October 20th to October 30th in Humen Clothing Wholesale Market, Zhongshan Shaxi Clothing Wholesale Market, Xintang International Jeans Clothing City, Shadong Favorable International Clothing Wholesale Market and White Horse A questionnaire survey was conducted in the clothing wholesale market. We designed a total of 300 questionnaires, 110 actual surveys, and 106 valid questionnaires. The survey sample determined that quota sampling and occasional sampling were mainly used. Before the investigation, we pre-allocated certain questionnaires to the wholesale market according to the characteristics of each wholesale market. In the investigation, we conducted random interception surveys in various clothing wholesale markets. Below we will analyze the information obtained from the survey.
25- 30-year-old women are the main force in the wholesale market for clothing. The survey shows that the people who buy in the wholesale clothing market are mainly women, and men only account for a small part. Women account for as much as 75% of the total, with women in the 25- to 30-year-old class accounting for 50%. In the clothing wholesale market, the female-oriented group has a great relationship with the industry characteristics of the clothing and the characteristics of women. In the clothing market, the female clothing is obviously more than the male, and in the sales market, the female is also female. More. In the survey, women found that they were more careful in the process of purchasing clothing. They generally carefully compare the styles and colors of clothing. Some purchasers even put on clothing to compare and choose those that meet their own conditions for purchase.
Low-volume, multi-batch is the main feature of the purchaser's purchase of clothing. From the table, we can know that the purchaser's procurement of clothing is relatively frequent, they usually purchase once a week and half a month, and this type of purchaser The majority. In fact, this is inextricably linked with the clothing sales market. Most of the clothing sales market is self-employed. The business scale is relatively small, and the funds are relatively small. Generally, it is how much it can be sold, not in stock. Clothes are sold at the time. In this way, their capital turnover rate is relatively high, business mode is flexible, and they can quickly recover costs and reduce operational risks. In the survey, it was also found that the purchasers purchased the garments in small quantities, and generally used trailers to purchase clothing in the market. Such multiple batches and small batches increase the operating cost of the garment.