This year’s epidemic has brought a cold spring, which has caused the gold, silver and silver industries to lose their former prosperity. The supply chain is unstable, passenger flow is poor, and terminal consumption is sluggish… A series of chain reactions have occurred one after another in the textile and apparel professional market. However, under the influence of the new coronavirus, the professional market has already formed an epidemic prevention and control system and mechanism, and has carried out a series of intelligent management measures. Some professional markets have targeted small businesses affected by the epidemic. Support policies have been introduced for micro-enterprises and individual industrial and commercial households, and targeted policies and efforts have been implemented.
Xinhuali Market in Zhuzhou, Hunan: Ensure safety, operation and stability
The Xinhuali Clothing Wholesale Market, located in the center of the Lusong Clothing Market Group in Zhuzhou, Hunan, is a modern professional women’s clothing market that integrates clothing wholesale, brand cultivation, information release, product display, logistics and distribution.
Affected by the spread of the local epidemic in March, the local clothing wholesale market in Zhuzhou was severely impacted by the epidemic, mainly manifested by unstable supply chains, poor passenger flow, and sluggish terminal consumption.
Xie Ming, deputy general manager of Hunan Xinhuali Enterprise Group (Xinhuali Market), said in an interview with a reporter from Textile and Apparel Weekly, “Since August last year, due to the impact of the epidemic and the continued high temperature weather in autumn, many merchants in Zhuzhou have The sales of clothing are not ideal. This year, due to the combined effects of the epidemic and abnormal weather, many wholesale merchants have a backlog of new spring clothing prepared in advance. Many small and medium-sized clothing companies and individual industrial and commercial households in the market are facing the most severe test. Currently, the market customer flow is declining. Recovering slowly.”
This year, during the outbreak of the epidemic, Xinhuali Market took the lead in introducing advanced equipment such as smart code scanners and automatic thermometers, and relied on “human defense + technical defense” and other means to carry out epidemic prevention and control work in an orderly manner.
On the one hand, all middle and high-level managers of the market gave up their rest and always adhered to the front line of market epidemic prevention and control, conscientiously carried out personnel registration, temperature measurement, code display and other epidemic duty tasks, and strictly controlled market access.
On the other hand, the market purchased epidemic prevention materials in a timely manner and distributed more than 50,000 masks for free to market employees and customers, effectively meeting the market’s epidemic prevention and control needs.
In addition, the market makes full use of self-media to carry out activities such as short video promotion, live broadcast of store visits, and live broadcast of goods to help market and merchant brand promotion, hoping to help merchants actively attract traffic, promote sales, and reduce inventory pressure.
Xie Ming said, “In the past two years since the outbreak, the market’s main goal has been to ensure safety, operation, and stability.”
In order to minimize the impact of the epidemic, Xinhuali Market has mainly carried out the following work in the past two years: First, it launched a “0 yuan delivery” express delivery discount activity in the market to reduce merchants’ logistics costs; second, it gave full play to its own The publicity and promotion role of the media is to create a market self-media matrix and successfully launch the “Huali e” merchant system; launch the official Douyin account of “Huali Things”; thirdly, carry out “double priority” activities in the market to strengthen the service awareness of all employees, Introduce high-quality merchants and allow them to do business in the market with peace of mind, so that the service is not only in-depth but also warm, and strengthen the reputation of high-quality market services; fourth, do a good job in researching the urban and county markets to help merchants get rid of slow sales at the downstream sales end. bottleneck and increase the flow of wholesale merchants; fifth, actively guide market merchants to decorate their shops, beautify the market environment, and attract popularity. These measures have played an active and effective role in stabilizing growth and maintaining operations in the repeated epidemic prevention and control this year.
Xie Ming said that the impact of the epidemic on the entire apparel industry is very obvious. The movement of people has stopped, express delivery and logistics are not smooth, and market merchants lack confidence and are burdened to move forward. They are faced with cash flow interruptions, customer losses, inventory backlogs, etc. Question, “I think the three key words for the market to survive 2022 stably are: anti-aging, shuffle, and hard work.”
It is reported that the Xinhuali Clothing Wholesale Market is located in the center of the Lusong Clothing Market Group in Zhuzhou, Hunan, with a total investment of 300 million yuan, a construction area of 50,000 square meters, more than 1,000 shops, more than 5,000 employees, and an annual clothing turnover of 20 With more than 100 million yuan, it is a modern professional women’s clothing market integrating clothing wholesale, brand cultivation, information release, product display, logistics and distribution and other functions. It has been rated as one of the “Top 100 Textile and Apparel Markets in China”, “National Civilized and Integrity Market”, “Consumer Satisfaction Market” and “Top Ten Dynamic Markets in Hunan Province” for many times. In 2021, the market will actively promote brand cultivation and incubation, lead merchants to follow the path of brand development, continuously expand sales channels, and activate new drivers of rapid economic development; organize merchants to actively transform online while stabilizing offline sales customers; Huali official website shakes The influence of Yinhao gradually increased, and the market cohesion and centripetal force continued to increase. It was awarded the “Chinese Clothing Brand Incubation Base”.
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Stabilizing employment and promoting development cannot be separated from thousands of enterprises and real policy support. In order to help ChinaOpportunities, under the epidemic, the merchants of Changshu Tianhong Garment City firmly believe that the epidemic is only temporary. Put aside the negative emotions, nothing can stump the clothing people.
Que Yinhui, a merchant in Changshu Rainbow Clothing City and founder of “Xinkeni” said, “If you feel that life is unsatisfactory, think about those who are not as good as you, and then think about the strengths of those who are better than you, and complain about the frustrating changes. You can’t change the status quo, you can only change yourself and adapt.”
Along the way, Que Yinhui has experienced many entrepreneurial ventures. At the age of 21, she started her first business with confidence and owned a clothing store of her own. However, the road to business is always full of twists and turns, and it is not as profitable as imagined. I lost all my savings in the first year. The failure of her business made her very depressed, but she did not get back up. Instead, she summed up her experiences and lessons while working. She always believed that she would get up wherever she fell. It was this persistence that supported her career in clothing. It’s getting better and better, and it’s getting further and further. But she firmly believes that the epidemic is only temporary. Put aside the negative emotions, nothing can stump the clothing people.
Many merchants, especially new merchants, have unstable mentality. During the epidemic, they will become anxious and lose confidence if there is no business for a long time. Que Yinhui said: “This kind of mentality is very undesirable. You must know that in difficult times, confidence is worse than Gold is more precious. The demand for clothing has not disappeared, it has just been delayed by the epidemic. We should look at such changes rationally. The problems you encounter are not only your problems, but also the problems of the entire industry. It is better to take advantage of this period Do some positive things, promote online, display products, share positive energy, accumulate customers, and maintain good customer relationships.”
Now that live streaming is booming, many merchants have moved to new tracks, but have failed to achieve any results. Que Yinhui sees this very clearly. She said: “The failure of physical stores is not due to the influence of live broadcasts, but because they do not have good products. With the progress of the times, consumers’ concepts have changed, and the visual sense and fashion of clothing have changed.” Sense and quality are very important. These are intuitive feelings that live broadcasts cannot give, so the existence of physical stores is very necessary. At present, physical store owners need to do a better job of online traffic, such as opening up Douyin and WeChat Moments , through the huge traffic brought by Douyin, customers from all over the country are installed in my WeChat and become my traffic.”
Partial information sources: I Love Shengze, Changshu Tianhong Clothing City Official Weibo
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