From a small starting point in Panyu South Village to the peak of global cross-border e-commerce giants, SHEIN has written a legend in ten years. In Panyu, a fertile soil with more than 34,000 garment companies, SHEIN has not only built a comprehensive garment industry ecology, but also innovated a digital flexible supply chain model, becoming a global fashion leader and one of the world's top ten unicorns. This is not only the glory of SHEIN, but also the pride of Panyu. The two-way rush and mutual achievement of the two have created a business legend, and now the two sides continue to move forward hand in hand, and are committed to building the fashion industry into the second 100 billion pillar industry in Panyu.
SHEIN's office building is located in the Wanbo business district
Deeply cultivate Panyu and lead the traditional garment industry to a new era of digitalization
The garment industry is a traditional advantageous industry in Panyu District, gathering 34,000 garment enterprises, especially thousands of garment factories within a radius of 3 kilometers from Tangbu East Village, Nancun Town, which is the source of the supply chain of many fashion enterprises in Guangzhou.
SHEIN has been deeply cultivated in Panyu for 10 years, and has creatively formed a super garment industry ecology from upstream fiber processing, R&D and design, garment manufacturing, marketing channels, brand management, and partner sharing, innovating the digital flexible supply chain model of "on-demand production, small single quick response", and developing with the double engine of "independent brand + platform", radiating Qingyuan, Jiangmen, Zhaoqing and other places in the province from Panyu Nancun, among which SHEIN's own brand has developed thousands of suppliers. The platform has driven more than 300 cities across the country to bring sellers to the sea, serving consumers in more than 150 countries and regions, and growing into a global cross-border e-commerce leader, a global fashion leader, and a global top ten unicorn.
For more than a decade, SHEIN's own brand has continued to empower suppliers in all aspects such as technological innovation, training support, factory expansion and community public welfare services, so as to help transform traditional garment factories into modern and digitally managed enterprises. To this end, SHEIN has also built a "Garment Manufacturing Innovation Research Center" of more than 60,000 square meters in Shiqi, Panyu, to continue to research and explore lean and digital intelligence solutions, and continue to share R&D results with suppliers.
Exterior view of SHEIN's "Apparel Manufacturing Innovation Research Center" in Shiqi Town
There are more than 150 garment enterprises under the jurisdiction of Shiqi, employing more than 5,000 people, and the settlement of SHEIN Garment Manufacturing Innovation Research Center has absorbed a large number of surrounding upstream and downstream enterprises into the "small single fast reverse" industrial chain, empowering small and medium-sized enterprises, rapidly improving the industrialization and digitalization level of the traditional garment industry, and bringing revolutionary changes to Shiqi's garment and fashion industry. Xu Yao, Secretary of the Party Committee of Shiqi Town, said, "All along, the Party Committee and Government of Shiqi Town have made every effort to do a good job in territorial service guarantee, and this year, the environmental improvement of the 4.2-kilometer ring road around the SHEIN Garment Manufacturing Innovation Research Center will be included in the 'Millions and Millions' project, and the service guarantee for talents entering the household and children's schooling will be done well, and efforts will be made to create a friendly business environment, so that enterprises can concentrate on innovation, operate with peace of mind, invest with confidence, and help high-quality economic and social development." ”
Sail to the sea SHEIN Intellectual Property Empowerment Program was launched
Enterprises, especially cross-border e-commerce enterprises, should do a good job in the layout of overseas intellectual property rights and improve the awareness of legal risk prevention of products going overseas. During this year's Intellectual Property Publicity Week, SHEIN launched the "Gravity and Innovation" intellectual property empowerment plan, which was officially implemented in Panyu. SHEIN will work with Zhongce Intellectual Property Research Institute to carry out public welfare services for brand and intellectual property protection for cross-border business groups in the form of education and training, practical tool research and development, one-on-one compliance and legal consultation for three years, so as to help more Chinese brands and merchants in the process of intellectual property compliance, protection and innovative development in the process of internationalization.
"SHEIN's intellectual property empowerment program provides strong support for the protection and application of intellectual property rights of overseas merchants on the one hand, and enhances their international competitiveness. On the other hand, it has also stimulated more enterprises and organizations to attach importance to intellectual property rights, created a good atmosphere for the whole society to respect and protect intellectual property rights, and promoted the high-quality development of the industry. Lu Ding, director of the Panyu District Market Supervision and Administration Bureau, said that the Panyu District Market Supervision and Administration Bureau will strengthen policy support, publicity and guidance, encouragement and incentives, supervision and law enforcement and other measures, on the one hand, urge enterprises to improve management, improve product quality, on the other hand, enhance the awareness of enterprise technological innovation and intellectual property protection;
Go hand in hand to create a new highland of 100 billion fashion industry
Panyu District has a strong foundation for the fashion industry, with convenient location advantages, a complete industrial chain and vigorous market players creating unlimited opportunities for the development of the fashion industry. In order to accelerate the high-quality development of Panyu's fashion industry and build the fashion industry into a second 100-billion-level industrial cluster, Panyu District issued the "Action Plan for Promoting the High-quality Development of the Fashion Industry". The action plan anchors the overall goal of the "five reengineering" 100 billion matrix and the creation of an "enterprise-friendly urban area", clarifies the timetable, task book and roadmap for the development of the fashion industry, and points out the way forward for the development of the fashion industry.
Interior view of SHEIN's "Apparel Manufacturing Innovation Research Center".
According to Jin Danhua, vice chairman of the district CPPCC and head of the executive chain of the district fashion industry chain, the goal of the action plan can be summarized as "1-5-10-3-5". By 2026, we will achieve the "1+5+10" cultivation goal, that is, cultivate 1 industry leader with an operating income of more than 10 billion yuan, 5 companies with an operating income of more than 5 billion yuan, and 10 industry leaders with an operating income of more than 1 billion yuan; With the model of "industry upstairs" and "front store and back factory", no less than 5 high-quality development parks of the fashion industry will be built. Focusing on the "six fashion products" of apparel products, jewelry, cosmetics and beauty products, sound and light fashion products, customized products and leather goods, aiming at the cutting-edge consumption upgrading trend and industrial upgrading direction, promoting the iterative upgrading of industrial varieties, quality and brands, and promoting the fashion industry to strengthen the chain and strengthen the chain to achieve high-quality development.
Jin Danhua said that SHEIN, as a global fashion leader, will play a key leading role in Panyu in promoting the development of the 100-billion-level fashion industry. The whole industry chain ecology built by SHEIN is like a powerful "magnetic field", which has a huge attraction to many fashion companies, especially clothing and apparel enterprises. At the same time, with the help of SHEIN's global vision and overseas market operation experience, these fashion companies can set sail and smoothly explore the international market. "Looking forward to the future, we firmly believe that Panyu's fashion industry will be like a bamboo, successfully cross the 100 billion mark, and move towards a more brilliant future. ”
Text: Panyu financial media reporter Chen Xiaojie
Picture: Profile picture