Guangzhou'S White Horse Redefines The "New Channel" Of The Professional Market.

Facing the new challenges of the new era, the development situation of China's textile and garment specialized market is undergoing profound and complicated changes. It is urgent to think and plan pformation and upgrading from the new historical position and the new era coordinates.

In recent years, the major textile and garment markets combined with their own characteristics and advantages, from the new channels, new platforms, new concepts, new connotations, new fashions, new technologies and so on, have reshaped the new positioning and actively created the "new market" to meet the needs of the new era. In this process, new models have been emerging and new benchmarks have been set up.

Guangzhou white horse clothing market is the first and most complete, most standardized and largest volume of middle and top grade clothing professional market in Guangzhou, which has promoted the development and prosperity of the entire Guangzhou garment industry and the Guangzhou garment professional market.

Since its opening in 1993, the white horse market has created 25 prosperous business stories.

In the past 25 years, the magnificent pformation of white horse is an important template for the industry to learn from and learn from. It is a weathervane that promotes the pformation of the professional market from the traditional commercial real estate to the modern integrated service operator, and has great national influence and appeal.

In the selection of China Textile and apparel circulation awards ended in May this year, the white horse clothing market in Guangzhou won the "circulation Award" honorary title, which once again highlights its reputation.

The leading position of the template.

In recent years, China's clothing industry has been intertwined with scenery and hardships. Although the industry is facing the challenge of the overall cold inside and outside environment, the concept of new retail is going deep and deep, the new form of the new generation is suddenly emerging, the consumption environment is changing rapidly, and the "one belt and one road" promotes the internationalization process.

Garment industry has entered an unprecedented fast lane of pformation.

White horse market grasp professional

As clothing

The important circulation platform links the advantages of the whole industrial chain upstream and downstream. Once again, it takes the "channel" as a breakthrough point, and develops it all by one hand, creating the "new channel" in a multi pronged way.

Precision service lays the foundation for multiple channels

The white horse market begins with two important links: merchants and purchasers, and carries out meticulous service to provide sufficient basic guarantee for the optimization of traditional channels and the expansion of new channels.

For service providers, in order to establish a dialogue and exchange platform with high-quality customers, in 2004, the white horse pioneered the establishment of a "customer club" to provide VIP Commissioner services for key customers, and was reorganized into a white horse clothing chamber in 2017. The white horse clothing chamber of commerce is the business foundation for the inspection, exchange, exhibition and docking activities of the white horse market. It has effectively played the role of "a bridge, a home and a lamp", and has played an important role in promoting the prosperity and development of the white horse market.

On the aspect of service purchasers, in order to provide buyers with a better consumption environment, white horse has invested heavily in hardware upgrading for more than ten years. In recent years, with the limited space of hardware upgrading, white horse has turned its attention to the creation of the ultimate service experience.

In 2016, white horse successfully developed the country's first professional market buyer membership system (CRM), which brought more personalized services to purchasers. As long as registered as a member of the white horse, buyers can get the latest product information, activity information and brand business special discount of white horse. At present, the members of the white horse buyers have broken through 50 thousand people. In the same year, Baima Joint Communications Bank and Yuexiu golden control company launched the financial innovation product "win business treasure", and launched the credit business in the white horse clothing market, which provided a strong financial guarantee for business operators.

Colorful activities throughout the year activate the vitality of traditional channels

Solid consolidation of traditional channels is the foundation for developing new channels.

The white horse market, through all kinds of innovative activities throughout the year, has stimulated the enthusiasm of merchants in the market.

　　廣州白馬服裝市場(chǎng)連續(xù)多年組織商戶參展中國(guó)國(guó)際服裝服飾博覽會(huì)(CHIC)，累計(jì)收集數(shù)以萬(wàn)計(jì)的意向客戶，促成數(shù)千萬(wàn)采購(gòu)訂單，同時(shí)打響了市場(chǎng)品牌、商戶品牌的知名度;2018年白馬組織14家品牌商戶強(qiáng)勢(shì)參展廣交會(huì)，超強(qiáng)的參展陣容吸引了諸多海外客商目光，為白馬的國(guó)際化進(jìn)程創(chuàng)造新機(jī)遇，讓白馬有機(jī)會(huì)從“中國(guó)服裝品牌孵化基地”進(jìn)階為“國(guó)際服裝品牌孵化基地”;舉辦春季采購(gòu)節(jié)，時(shí)尚快閃、大型汽車巡游穿越廣州各大商圈，網(wǎng)紅直播獲得150萬(wàn)以上的關(guān)注，轟動(dòng)羊城;舉辦為期45天的夏日嘉年華，天天看秀引爆流花商圈，金牌營(yíng)業(yè)員大賽、企業(yè)內(nèi)購(gòu)會(huì)、旅游團(tuán)引進(jìn)等多種方式吸引了大量客流;舉辦冬日狂歡購(gòu)，年終狂歡掃貨季火力全開(kāi)，進(jìn)行新年假期之前的大力度促銷。

Insisting on "going out and importing" to create a golden channel signboard

In the past ten years, the Baima market has pioneered in the field of textile and clothing circulation in China to set up a market procurement Festival, bringing the purchasers of the whole country and even the whole world into the market. At the same time, it guides merchants to "go out" national tour, and actively promotes the brand in the downstream market and develops new channels.

"Going out and bringing in" is the golden signboard of the development of the white horse market.

In addition, the Baima market responded positively to the call of Guangdong provincial Party committee and provincial government on "going north" and "going west" and implementing the marketing strategy of "going out in the first half and coming in the second half of the year".

Since 2010, the white horse team has led hundreds of white horse merchants to "go out" to carry out the national tour, cooperate with the Central Plains, the northern and western leading markets to organize the supply and demand meeting, promote the brand in the two multi market distribution centers in the country, create business opportunities for merchants to sink channels; the white horse chamber of Commerce has organized many resource docking activities, and has been interacting with commercial establishments, chambers of Commerce, brand enterprises and design institutes frequently, visiting more than ten large exhibitions at home and abroad, holding more than ten professional training to enhance the cohesion of the chamber of Commerce; since 2007, the white horse has held 11 procurement festivals continuously to celebrate the festival.

Breaking through the localization mode and developing the international fashion channel

The internationalization strategy of the white horse market is a development and deepening of the strategy of "going out and importing".

白馬與香港貿(mào)發(fā)局、韓國(guó)東大門市場(chǎng)協(xié)會(huì)建立常態(tài)化交流，并定期組織場(chǎng)內(nèi)商戶參加香港服裝展、日本東京時(shí)裝周、韓國(guó)首爾國(guó)際紡織展覽會(huì)及美國(guó)拉斯維加斯MAGIC時(shí)裝展等國(guó)際性服裝展會(huì);響應(yīng)“一帶一路”倡議，攜手海內(nèi)外4家知名單位達(dá)成戰(zhàn)略合作聯(lián)盟，并與阿里巴巴確定了新外貿(mào)專業(yè)市場(chǎng)轉(zhuǎn)型升級(jí)示范市場(chǎng)的合作，為白馬品牌引入更多跨國(guó)時(shí)尚資源和電商平臺(tái)資源進(jìn)行合作拓展;白馬與韓國(guó)服裝文化協(xié)會(huì)簽署戰(zhàn)略合作協(xié)議，實(shí)現(xiàn)跨國(guó)、跨界合作搭建橋梁;隨著東南亞地區(qū)經(jīng)濟(jì)和服裝產(chǎn)業(yè)的迅速發(fā)展，中國(guó)企業(yè)進(jìn)入東南亞市場(chǎng)的機(jī)會(huì)大大增加，白馬服裝商會(huì)組織了東南亞市場(chǎng)商務(wù)考察，重點(diǎn)聚焦在泰國(guó)、越南、菲律賓等“一帶一路”沿線的重要國(guó)家;2017年白馬響應(yīng)“一帶一路”倡議、“白馬+”走出去的戰(zhàn)略布局，將采購(gòu)節(jié)主題定為“絲路新篇 白馬當(dāng)先”，以推動(dòng)

The international development of white horse is an important breakthrough point, breaking through the previous localization mode and focusing on developing international fashion channels.

Create "BM original collection hall" to create a new mode of retail terminal

With the introduction of the concept of new wholesale and new retail, the white horse took advantage of the trend and actively excavated the huge suppliers and channel resources of its own professional market.

In the 2017 year, the white horse started the channel development business in a comprehensive way, and gained successful experience in building the industrial chain collection mode of "design, research, production, and brand integration". It actively promoted the construction of the BM original collection hall, and integrated the excellent original clothing brand resources at home and abroad, giving full play to the price advantage of the professional market, and providing consumers with a high price and unique fashion product.

This is also the white horse entering the new wholesale and new retail market.

"BM original collection hall" is positioned as "original", "cost-effective" and "multiple fusion". It provides consumers with fashion products covering clothing, bags, shoes and caps, accessories and other rich products, and integrates fashion salon, flower art, book bar, coffee and other composite experience.

At present, the white horse has opened five "BM original collection hall" - Changsha new mileage shop, Changsha Huachen shop, Hubei Shashi store, Hunan Yongzhou shop and Hebei Xingtai store. At the same time, it has reserved more than 20 channel partners, such as Xinjiang, Wuhan, Guangxi, Wuhan, and so on, and has quickly paved the way through joining cooperation. The goal is to realize the layout of 100 stores in three years.

Using original design as a fulcrum to open up new channel thinking

"One hand source and factory price direct sale" are the outstanding features of the white horse market products; constantly improve the hardware and infrastructure of the market; set up a strict brand access system; evaluate the merchants from 4 categories of 20 major indicators, such as product R & D capability, production and processing capacity, channel building capacity and brand operation capability; attach great importance to the protection of intellectual property rights, support the original brand; establish an all directional, multi angle and three-dimensional marketing promotion system, invest nearly 5 million yuan each year to promote the brand of white horse and customers; train 37 "Chinese clothing growth brand" and 25 "China excellent clothing channel business" and 2 "brand stars", and won the first batch of "China's clothing brand incubation base". The white horse market has been promoting brand incubation for many years, sparing no effort to create original brand, and adhering to the high-end product line, with "original brand and high-end quality".

In August 2017, Baima and Zhengzhou Jin Rong commercial and trade city jointly established the Half Step (half step) original designer collection hall, which is a clothing platform of the whole industry chain, which is "fabric supply, design and research, manufacturing, wholesale and retail".

The landing of the collection hall is dedicated to opening up the fabric market, designers, processing plants and garment market, forming a complete garment industry chain, a new marketing mode for the local garment industry, and a new channel thinking under the deep integration of new retail mode.

Expanding online channels to achieve interactive development

From the conflict to the integration of entity commerce and e-commerce, it has gone through nearly ten years of development.

The white horse market has prospectively grasped the general trend of online and offline convergence, and supplemented online channels as a new channel for online and offline interactive development.

　　“白馬服裝網(wǎng)”現(xiàn)已確立了集“實(shí)體市場(chǎng)+電子商務(wù)”的O2O電子商務(wù)綜合服務(wù)平臺(tái)的戰(zhàn)略定位;白馬網(wǎng)上展廳(一期)全面建成，目前，市場(chǎng)內(nèi)有1000家商戶上網(wǎng)展示，網(wǎng)站日均IP流量突破1萬(wàn)，日均PV流量超過(guò)10萬(wàn)，累計(jì)流量達(dá)6000萬(wàn)人次;白馬微信實(shí)現(xiàn)訂閱號(hào)、服務(wù)號(hào)雙號(hào)運(yùn)行，粉絲數(shù)突破50萬(wàn);白馬根據(jù)專業(yè)市場(chǎng)特點(diǎn)成功開(kāi)發(fā)了“阿發(fā)”系統(tǒng)協(xié)助進(jìn)行店鋪管理和采購(gòu)商會(huì)員管理，“阿發(fā)”是一個(gè)移動(dòng)批發(fā)店鋪管理工具，商戶通過(guò)“阿發(fā)”可以快速搭建移動(dòng)店鋪、擁有強(qiáng)大的批發(fā)功能模塊、并與微信公眾號(hào)完美連接，同時(shí)通過(guò)快速收銀、線下開(kāi)單、分銷及訂貨會(huì)等功能提升商戶經(jīng)營(yíng)管理效率;“手機(jī)白馬”是一個(gè)中高端一手貨源B2B交易平臺(tái)，通過(guò)白馬優(yōu)質(zhì)貨源的線上集中展示，為采購(gòu)商提供一站式線上采購(gòu)服務(wù)。

40% users in the white horse field use "ah Fa" into the "mobile white horse". APP has registered more than 20 thousand households, with an annual cumulative turnover of more than 50 million yuan.

For more than ten years, "channel is king" or "product is king" has once been the focus of debate in China's textile and garment market. The new market in the new era is redefining the two words of "channel".

As Zhang Jin, general manager of Guangzhou white horse market, said, "the core of the new era is to redefine the core of the channel. There are three points: first, redefine the combination of" zero and zero "; two, redefine" online and offline integration "; three, redefine the" internal and external trade integration ", and take these three points as the starting point, and continue to expand and innovate channels.

Guangzhou white horse market around these three points of effort, is gradually leading the new direction of industry channel innovation, and for white horse, this stage is just the beginning. Zhang Jin said: "if the combination of wholesale and retail is well done, half step" BM "will open 100 in the whole country, which means that as long as a white horse has a store, the channel resources are all national, and the value is bound to be high; online and offline integration is well done, merchants are more likely to enter the online channel sales, and more easily expand their influence.

If the above three channels can be expanded, the effect will return to the real market and the market competitiveness will be further improved.