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Dongguan professional market boosts manufacturing industry transformation and upgrading
Dongguan professional market can be traced back to 1993, Humen Town Fumin Fashion City was born, the original processing enterprises have poured into the test water independent brand marketing, creating a miracle in the history of Dongguan's industrial development. So far, Humen has more than 2,000 garment enterprises, including 1 well-known Chinese trademark, 3 Chinese famous brand products, 12 national inspection-free products, 16 famous trademarks in Guangdong Province and 11 famous brand products in Guangdong. The indicators are far ahead in Dongguan. Humen clothing industry has also become the only mature brand in Dongguan except furniture.
To be transformed, a large-scale Dongguan processing and manufacturing enterprise must have a platform to act as a “touchstoneâ€. Only by contacting the market can companies know how to deal with the storms and then they can get rid of the original model. This platform is a professional market.
17 years ago, the ancient town of Humen, which was famous for its trade in tobacco, rose to a rich fashion city and achieved the brand myth of the Dongguan garment industry. Since then, Dongguan has no second rich people until the financial crisis has forced a new professional market. Under the promotion of private capital and the guidance of the government, the professional market in Dongguan has risen and risen. Enterprises are “borrowing the shipâ€, and the atmosphere of transformation and upgrading is spreading to all walks of life.
Dongguan hardware molds on the road of brand marketing
According to Luo Baihui, as of the end of April 2008, Dongguan has opened 151 professional markets, 11 under construction and unopened markets, covering more than 20 industries including clothing, IT, textile, agricultural and sideline products, hardware machinery molds, food, furniture, etc. . Driven by the professional market, the total sales volume of the wholesale and retail industry in the city in 2009 increased by 14.7% year-on-year, which became an important driving force for GDP. Among the three industrial structures, the proportion of the tertiary industry increased by 5.6 percentage points year-on-year, and the total volume was the first in the history of Dongguan.
Because of the important role of the professional market in industrial upgrading, when Dongguan identifies industrial clusters, it also requires that there must be a matching professional market within the cluster to form a relatively complete industrial chain. In 2009, Dongguan began to explore the "factory direct sales center" model, trying to use financial funds to support the professional market, so that Dongguan enterprises can explore the market at low cost and embark on the road of brand marketing. Up to now, Dongguan has identified four direct sales centers.
In 2009, under the influence of the financial crisis, Chang'an Town's manufacturing industry suffered severe setbacks, with GDP growth of only 3.1%, lower than the city's average. This result is because the hardware mold and electronic information industry in Chang'an Town is heavily dependent on the export of OEMs, and there is no mature business atmosphere behind the high output value. Humen Town, which has long competed with Chang'an Town, relies on the mature clothing industry, which has long been engaged in domestic sales and brand management, and the Fumin Fashion City. It is less affected by the financial crisis and its GDP growth rate is 13.8%.
In the face of such a sharp contrast, Chang'an Town is not reconciled, they also want to build their own myths of enriching the people. On April 26, 2009, Chang'an Town raised a “Zhongyuan City Jewelry Trading Center†with a total investment of 1.6 billion yuan, a planned total construction area of ​​560,000 square meters, and more than 13,000 shops. In the past, Changan’s enterprises were mainly export-oriented, and the sales model was only for order production, and there was basically no channel construction. What Zhongyuan City has to do is to change the sales model for the enterprise, establish sales channels, provide an incubator to build the brand, and realize the transformation and upgrading of the industry. At present, more than 400 of Changan's more than 1,300 foreign-funded enterprises are engaged in hardware molds. More than 600 of the more than 1,000 private enterprises focus on the production and sales of this industry, with an annual output value of 15 billion yuan.
Boost brand Dongguan Mold industry upgrade Source: Author: Date: 2010-06-07 Dongguan market as a sales professional gathering is "manufacturing" products into revenue land, but also the distribution center for all kinds of information, It is an information hub. Dongguan's various professional markets are developed, with different scales and different forms. The “Dongguan Factory Outlet Center†located in Wanjiang South China MALL opened at the end of April 2010 and took the steps of trial. After the baptism of the market, Dongguan will truly achieve transformation and upgrading.