What makes Guangzhou a fashion capital?

atlas

There is a huge fashion industry support here.

There are eye-catching fashion consumption here.

There are three-quarters of domestic beauty brands here. ...

65438+On February 4th and 5th, Guangzhou International Fashion Industry Conference 2020, with the theme of "Charming Guangzhou, the capital of fashion", deeply discussed the problems in the same industry, analyzed the development advantages of Guangzhou fashion industry and put forward strategic solutions through many wonderful activities such as forum summit, round-table dialogue, theme sharing, brand new product release and fashion show.

According to the data of Tianyancha Professional Edition, the number of garment and beauty-related enterprises (including the whole industrial chain of production and sales, the same below) in Guangdong ranks first in the country, and the enterprises related to shoes, hats and jewelry rank second in the country. Taobao platform data shows that in 20 19, the sales amount of five major fashion industries (clothing, beauty, luggage, shoes and hats, jewelry) in Guangdong ranked 1 nationwide, and Guangzhou ranked first in the province, maintaining steady growth for seven consecutive years.

Guangzhou fashion supply chain

In 20 19, the sales amount of Guangdong in the five major fashion industries ranked 1 in the whole country.

Guangzhou is one of the largest production bases of fashion accessories, bags, shoes and leather goods in China. According to the data of Tianyancha Professional Edition, as of February 5, 2020, there were more than 500,000 registered clothing enterprises, more than 340,000 cosmetics enterprises, shoes and hats enterprises, nearly 10 jewelry enterprises and nearly 30,000 luggage enterprises in Guangzhou. Among the above five major fashion industries, except jewelry, the growth rate of newly registered enterprises in the other four industries in Guangzhou this year is higher than the national average. Among them, the number of newly registered enterprises in clothing, cosmetics, shoes and hats all exceeded 65438+ 10,000. Although the total number of luggage enterprises is the least, the growth rate is the fastest. The number of newly registered enterprises surged to 29,900, with a growth rate of 365.438+02.47%, while the national average was only 53.06%.

In this main forum, Guangzhou Municipal Bureau of Commerce and researcher Ali jointly released Guangzhou Fashion Industry Report 2020 (hereinafter referred to as the report). According to the statistics of Taobao platform, in terms of the number of merchants, Guangzhou ranks first in clothing, beauty cosmetics and luggage, second in shoes and hats, and third in jewelry.

This year, Tmall "double 1 1", Guangzhou clothing sales reached nearly 10 billion, up 18% year-on-year, and beauty sales reached 2.5 billion yuan, up 45% year-on-year. Among them, lip gloss/lip gloss, eye shadow, lipstick/lipstick and other categories account for more than 30% of the national sales share, ranking first in cities across the country.

The traditional advantage of Guangzhou's booming fashion industry is more than 600 professional markets all over the business circle. Hong Qian, director of Guangzhou Municipal Bureau of Commerce, said at the round-table dialogue that in the international and domestic dual-cycle positioning, Guangzhou should play the role of a gateway hub city in the strategic fulcrum of the province and become an important contact point. "I believe that Guangzhou has such a strong ability." Hong Qian introduced that Guangzhou has a complete industrial system and supply chain in textile fabrics, clothing, purses, shoes and jewelry. In addition, Guangzhou's exhibition influence is also very prominent. Since the opening of the 1957 Canton Fair, decades of exhibition experience have precipitated, and Guangzhou has become the channel for China's economy to integrate with the world economy, and the carrier and solid foundation for Guangzhou to build a "fashion capital and charming Guangzhou".

"As a native of Guangzhou, my understanding of Guangzhou's Millennium business capital is different from others. Guangzhou is the forefront of reform and opening up, and its openness has always been in a leading position in the country. In particular, all major professional markets are inseparable from the fashion industry. It has become an integrated industry in the entire industrial chain and is highly coordinated, which is unmatched by other cities and Guangzhou. " At the meeting, Shao Jianming, Chairman of Hai Yin Stock Group and President of Guangzhou Professional Market Chamber of Commerce, said.

According to the "Three-year Action Plan for Building Guangzhou into a Fashion Capital" (hereinafter referred to as the "Plan"), Guangzhou, as the capital of the Millennium, should vigorously enhance the trade exhibition capacity of the fashion industry. Cultivate 25 leading enterprises with an annual output value exceeding 1 100 million yuan. Explore the establishment of personalized customized sales models such as online customization, online pre-sale and crowdfunding, and encourage enterprises to build a global fashion product distribution center and famous product center with new business models such as new retail, digital trade and e-commerce live broadcast as the starting point.

Guangzhou fashion consumption

In addition to the trillion-dollar Tianhe Road business circle, Guangzhou also focuses on building Beijing Road business circle and Chimelong Wanbo business circle as international consumption demonstration zones.

Bai Ming, deputy director of the Institute of Circulation and Consumption of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, put forward the viewpoint of "one capital, two sides of the strait" in the theme sharing of "Construction and opening up of international consumption center cities". "One Capital" is the fashion capital; One side of "two sides" is fashion industry, and the other side is fashion consumption; "Three aspects" means that fashion industry and fashion consumption must go to the international market, and at the same time they must be closely combined.

So, apart from the huge fashion industry support, is there any eye-catching fashion consumption in Guangzhou?

"Because Guangzhou is close to Hong Kong and Macao, the price difference of luxury brands and the pragmatic consumption concept of Guangzhou people, we have encountered many difficulties in attracting investment." In the main forum, Huang Ying, general manager of Guangzhou taikoo hui, shared the 9-year development history of Guangzhou taikoo hui. She said that with the support of governments at all levels, the region's economy has developed and the level of customer consumption has improved. Taikoo hui, Guangzhou keeps upgrading its brand, and * * * introduces 27 brands1which entered Guangzhou for the first time, and has 8 1 specialty stores of major domestic brands in Guangzhou, accounting for 42% of the total number of stores. "You know, we only have 190 stores and have been constantly adjusting and optimizing."

In April this year, in the context of the outbreak of the epidemic, Hermes flagship store in taikoo hui reopened after eight months of renovation. On the first day of opening, the sales reached190,000 yuan, setting a global sales record for the brand and shocking the entire international fashion circle. "This proves that Guangzhou and even Greater Bay Area have strong consumption power."

Since the outbreak of the epidemic, with the return of consumption abroad, Guangzhou has also shown a strong "domestic demand" power. Swire Real Estate 165438+ Release 10 The third quarter financial report shows that the retail sales of Guangzhou taikoo hui increased by 27.3%, making it the best-performing shopping center of the Group for two consecutive quarters. In the same period, Taikooli in Sanlitun, Beijing decreased by 32. 1%, Taikooli in Yuanyang, Chengdu increased by 0. 1%, and taikoo hui in Shanghai increased by 12.7%.

The plan proposes to speed up the branding and internationalization of key business districts in cities, encourage well-known fashion brands at home and abroad to settle in large shopping malls or commercial streets, open flagship stores and experience stores, attract high-end consumption, and create the first choice for international fashion brand goods, services and new consumption experiences to land in South China and China. Specific to the top ten action plans for Guangzhou to build an international consumption center city, it is proposed to gradually introduce 200 international brands within three years. At the same time, speed up the development of port duty-free shops, explore the establishment of local duty-free shops and introduce international brand discount stores.

Tian Huan Plaza, which is also located in Tianhe Road business circle, has successively introduced the first brands of Guangzhou beauty cosmetics, such as YSL, tom ford, nars, CPB, HR Helena Rubinstein and IPSA. , which forms differentiated competition with taikoo hui, Guangzhou. Among them, tom ford Beauty Flagship Store, which opened in August, has become the flagship store with the highest sales volume in the world.

In addition to the trillion-dollar Tianhe Road business circle, Guangzhou also focuses on building Beijing Road business circle and Chimelong Wanbo business circle as international consumption demonstration zones. Among them, the renovation and upgrading of Beijing Road Pedestrian Street, which incited social investment to exceed 10 billion yuan, reached 500,000 person-times on the first day of street opening. Recently, the "four combinations" of Beijing Road Pedestrian Street released new vitality of consumption upgrading, which was praised by the seventh inspection report of the State Council.

Since the beginning of this year, Guangzhou research has formed "Several Measures to Accelerate the Internationalization and Characteristic of Consumption" to enhance the "internationalization" and "characteristic" elements of consumption. We held a series of themed activities, such as "Flower City Happy Shopping in Sheng Hui", "Summer Carnival", "Young City Night Consumption Festival" and the first live broadcast festival, to promote the consumer market to heat up.

Guangzhou fashion brand

Among Tmall's new domestic cities, Guangzhou ranks second in the country, gathering 75% of domestic beauty brands.

At the moment when the epidemic situation enveloped the whole world, China's industrial chain and supply chain took the lead in recovery, which provided a historical opportunity for the rise of domestic brands.

According to the report, among Tmall's new domestic products, Guangzhou ranks second in the country, and 75% of domestic beauty brands are here. During Tmall's "Double 1 1" period, the sales of Guangzhou 18 brand exceeded 100 million, of which 50% came from the fashion industry, including Perfect Diary, HomeFacialPro and Mo &；; Co Moanke, Cabbeen Cabin, Adolf, UR, Marubi Marumi, wis, ColorKey, etc. In addition, new domestic beauty brands such as ZEESEA, Mofashijia, Kono, and new brands such as Toffee Pie have also grown rapidly.

It is worth mentioning that more and more domestic products, especially domestic beauty products, have begun to look overseas. This year, the turnover of "double 1 1" domestic beauty cosmetics increased by 10 times, ranking first among all export categories, that is, good products can go abroad, which is a trend.

"In my impression, the perfect diary originated from online brands. In fact, we also have more than 200 stores offline. " In the roundtable forum, Huang Jinfeng, founder and chairman of Yixian E-commerce, said that there is no essential difference between online and offline. The most important thing is to let the brand directly reach the voice of users, and all decisions are based on the creation of user value.

Designers are the soul of brands. It is understood that Guangzhou is the largest gathering place for designers and brands in China, with a number of leading design studios, fashion art centers and training schools. At present, Guangzhou has more than 50,000 fashion designers, ranking first in the country.

At this conference, Ji Haute Couture Brand and Guangzhou International Textile City Fashion Source Creation Platform were released in Guang Zhouta. "When I was young, I especially worshipped Guangzhou and felt that Guangzhou had a strong fashion atmosphere. Today is the same! " Ji, winner of the Golden Top Award, the highest national designer award, vice chairman of China Fashion Designers Association, director of China Fashion Designers Art Committee and president of Guangdong Fashion Designers Association, said in his speech that fashion designers in Guangzhou account for almost half of the country. "

Lu Pingyi, chairman of Shanghai Jiejie, who went to Guangzhou to attend the meeting, also said that as a design service platform for clothing, shoes, bags, accessories, home textiles and fabrics, it has been serving a large number of designers in the past 16 years of development. Interestingly, most of the designers are in Guangzhou. "It can be said that the driving force of fashion industrial design is in Guangzhou."

As an entrepreneur with a designer background, Mao, vice president of China Fashion Association and founder of Fashion Culture, said, "As the first batch of graduates from China Beijing Institute of Fashion, I am the first designer to come to Guangzhou. During this whole process, I experienced the development of China clothing products and fashion industry, from fashion to pan-fashion and then to fashion life. In fact, Guangzhou can bring designers to all places to realize their dreams. "