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Attacking Mu Le: a resurgence, a tens of billions chess game in the apparel industry

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Attacking Mu Le: a resurgence, a tens of billions chess game in the apparel industry

December 13
19:36 2020

Judging from the data disclosed by the National Bureau of Statistics and the China Garment Industry Association, the current overall scale of internal and external demand in the apparel industry is huge. Thanks to the orderly advancement of the resumption of work and production, the textile industry that has pressed the “pause button” has also changed from the first half of the year. The “bitter winter” of China was relieved, and the market, which was superimposed with structural dividends and order backflow stimulation, became active again, and it became the best time for a group of companies to turn losses into profits.

 

However, unlike the difficult situation of rushing to survive, the “Mule Town” in the east of Guiping City in Guangxi seems a little calm. Relying on the solid foundation of the apparel industry and operation model, it has steadily achieved an upturn in revenue. At present, more than 400 companies have settled in Mule.

After more than 30 years of cutting the waves, from cycling to the entire chain of intelligent manufacturing, from earning a living to industrial clusters, the Mu Le clothing industry has accumulated majestic vitality and strong momentum. Ten years of perseverance shows the resilience of the whole China. One move is alive, the whole game is alive, and all developments can be traced.

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From scratch, a bold pioneer “Step by step, it is difficult but real.”

With an area of 5,000 acres of clothing industry park, sportswear smart manufacturing towns, and the industry chain that is gradually being complemented, many aspects of the Mule clothing industry are very mature. The impressive achievement was born from the keen thinking that Mu Le people had in their early days.

In 1978, the “three to one supplement” policy opened the prelude to the era of China’s OEM, which attracted the transfer of production capacity of international brands such as Nike. The calm of the past was broken, and the Chinese apparel industry was instantly turbulent and had a wide impact. At this time, Mule Town has also come to a juncture. Apart from the agricultural industry, what else can be done to increase income?

One winter, a few active Mule people keenly noticed that there seems to be few leather products in the nearby market. When they met in couples, they set off to Liuzhou, Nantong, Foshan and other places to buy back artificial leather, which led a group of people to establish Set up a family workshop to make leather products with bicycles and handmade scissors and sell them. Life has a new direction of getting rich, the beginning of the cold spring is bright, and the Mu Le clothing industry has also begun to sprout from this time.

Due to scattered orders and weak demand stability, in 1985, with global warming, leather clothing and other products were unsalable, and production and sales were unsustainable. The path that was finally sought, does it end without a problem?

If the leather business doesn’t work, change the road.

 

After a short period of low ebb, these young people, whose goal is to drive the economic development of Mu Le, are gradually regaining their blood. Although they have no experience to borrow, they follow the market trend and use fabrics to make jackets, windbreakers, sportswear and other fabric products. The seemingly compelling choice has become the first seed for the prosperous growth of the Mu Le clothing industry.

An unknown attempt was unexpectedly successful. With low threshold, low investment and fast benefits, hundreds of clothing companies sprung up in Mule Town overnight. For a long time, Mule’s clothing production model was dominated by family workshops, with small scale and production capacity, and a relatively extensive business model, but the operators’ market awareness has long been awakened. The appearance of huge ups and downs is often external pressure, but the essence is fickle thinking.

“With bags and samples, I went to school one by one to talk about cooperation. I spent 20 days a month running orders. Only when I had an order, I would have a job. Otherwise, I would have no income.” Mu Leren, Li Linhui, general manager of Duike Sports & Leisure Apparel Co., Ltd., mainly made school uniforms in the early days, with an annual output of tens of thousands of pieces. Looking back at the hardship at the beginning, Li Linhui was excited and sighed: “The way out step by step is difficult but real.”

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Whether it is leather or cloth, what is disclosed is not only industry data, but also highlights the two energies that Mu Le people burst into when they are in a roadless situation. It is the courage to do what you say, and to face the unknown pioneering spirit, let the Mu Le clothing industry realize the incubation from scratch. Over the past few decades, Mu Le’s goal has long been not Nirvana, but transcendence.

Going south to Guangzhou, a milestone turning point

Fabric clothing made a good start for Mu Le in the 90s. However, the prelude was opened, and the hot wave of the times vigorously impacted all walks of life. At that time, going to Guangzhou to “cut the wall and steal light” was the logical next step. This is a major event. Perhaps it is more appropriate to call it an index of milestone changes in the Mule clothing industry. From 1989 to 2001, due to external stimulus, the foundry industry of China’s garment industry was upgraded, and offline channels were unprecedentedly prosperous. At that time, Guangzhou, with its remarkable geographical location and outstanding policy dividends, quickly became the whirlpool center of the clothing wholesale market, spawning a large number of factories. At the same time, there is a sudden increase in demand.

Mu Le, which has made small achievements and continuously improved its output value, also turned its attention to Guangzhou. “The market is so big, there must be a big opportunity.” The Mu Le people, who are determined to make clothing bigger and stronger, decided to go to Guangzhou with the goods to open the door for development.

 

Shahe Street was full of voices. The samples are neatly displayed at the door, just sit in the store and someone will come to ask for a quote. When orders continued to flow in, they understood that this trip was right. Sales at the front and production at the rear, batch after group of Mu Le people rushed to Guangzhou, with more stalls opening.

Whenever sports events demand sportswear, many people have a forward-looking perception of the huge potential of the sportswear market in Guangzhou and even the whole country. How can I play this card well? Zhou Liping, chairman of Guangxi Zhongjian Sports & Leisure Apparel Co., Ltd., looked at the endless stream of buyers and began to think. “Although there are many stalls, they are scattered and resources are diluted. Our brand cannot be sold. We must find a way.”

At the beginning of the 21st century, sportswear became a category with a significant increase in sales in the Guangzhou clothing wholesale market, and various stalls followed suit. Zhou Liping had an idea, and the momentum is so good, why not be a professional market for sports and leisure clothing?

The group made a decision and then decided to concentrate the stalls to create a supply market with the labels of “sports and leisure clothing” and “Mule”. Once the idea is put into operation, it has an unparalleled adsorption capacity and is successfully embedded in the huge frontier market. Nowadays, Guangzhou Xinbaijia E-commerce Industrial Park, Meibo Clothing City, and Xintiandi Clothing City have all become the windows of Mule clothing industry to the whole country and the world.

Currently, Mule Town has 4 wholesale sales centers in Guangzhou, with more than 700 offices and sales outlets, and more than 300 network sales points. Thanks to continuous innovation in the field of sportswear market, sportswear with Mu Le branding has always sold well.

However, the optimization and upgrading driven by the market has also become a new proposition that Mu Le must face directly. In order to achieve industrial scale, under the background of new economic transformation, technological innovation in full swing, and deepening reform of the capital market, the Mule Garment Industrial Park has officially landed and the powerful rear area has been built, attracting many companies. Today, more than 100 enterprises have entered the industrial park and put into production. The third phase of the project is also under construction. The development of Mu Le can be expected in the future.

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Ten billion in output value, a layout of the times The flow hits the water, and the wave restrains the boat.

After 30 years of overcoming obstacles, the Mu Le clothing industry has entered a new stage of rapid development.

At present, Guiping has formed a full-series industrial chain of “spinning-weaving-printing-dyeing-embroidery-ribbing-elastic band-design-production-sales”, as well as an integrated pattern of production, supply and sales. There are more than 400 clothing companies, 17 enterprises above designated size, and nearly 100 clothing trademark brands. The industry has driven nearly 50,000 jobs in the region, and the annual output of clothing has reached more than 200 million sets.

The internal and external linkage of production and sales, the strengthening and upgrading of the industrial chain and operational thinking, quickly adapting to the market, and maximizing its own advantages have become the dazzling core competitiveness of the Mule apparel industry.

In recent years, Mule garment enterprises have continuously upgraded their equipment and technology, and have joined the national textile industry cluster. Mule has become “China’s famous town of casual sportswear”, and Guiping has also become the largest casual wear production base. At the same time, Mule also has more than 60 high-tech industry enterprises, undertaking the core technical links of the entire industrial chain.

In 2019, the reported investment in fixed asset investment in Mule Town reached 949.5 million Yuan, and the completed heavy asset investment reached 6.27392 billion Yuan. The clothing industry as a leading industry invested 3.91464 billion Yuan, accounting for 62.4%. The government has strongly supported the development of the clothing industry. There is no doubt that Mu Le clothing is accelerating its take-off.

How to avoid deviating from the course and still fly fast and steady? Each stage has its own mission, and the pure production, supply and marketing model urgently needs to break down barriers and achieve rebirth or breakthroughs. The new generation of managers has begun to take over the responsibilities of their parents and think about the longer-term future of the enterprise and industry.

Make your own brand, make high-quality products that meet market requirements, build an intelligent industrial chain, go out of China and go international, and become the consensus of young entrepreneurs.

“The positioning of the company is very important. To make your own products, you must continue to experiment, apply new technologies and new concepts.” Strengthen the core advantages of the company, let more people join the ranks of the Mu Le clothing industry, and become the father and son of the Zhou family and even all Mu Le The biggest wish of apparel business operators.

At present, 30% of Mule clothing products are sold throughout the country, and 70% are sold to Africa, South America, Southeast Asia and other countries. Although the results of stall marketing have accumulated, if the output value increases, it is imperative to open up sales channels. As early as 4 years ago, some clothing companies in Mule used platforms such as Tmall and Alibaba International to successfully link larger domestic and overseas markets.

 

After the epidemic, health awareness has strengthened, and sportswear has become a high-quality investment track in the apparel market. And benchmarking developed countries, China’s clothing industry is still far from the ceiling, the market is a blue ocean.

Seizing the opportunity to end, Guiping built a nest to welcome the phoenix, further focused on the development of the textile and garment industry, invested 20 billion Yuan, and concentrated efforts to accelerate the construction of the Mule Textile and Garment Industrial Park covering an area of 15,000 mu. On November 24, the press conference of China Guiping (Mule) International Culture, Tourism, Leisure and Sportswear Festival was held in Nanning, and the clarion call of “bigger and stronger” was vigorously sounded.

The resurgence is just a prologue. Mu Le’s ultimate goal is to build a smart town of sportswear that is well-known throughout the country and the world.

Media Contact
Company Name: Guiping City Mule Town Leisure Sportswear Association
Contact Person: Xiaoming Wei
Email: Send Email
Country: China
Website: https://mule-sportswear.myshopify.com/

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