服装电商为何在内陆异军突起

Core Insights - The garment e-commerce industry in Tianmen, Hubei Province, has rapidly transformed from "OEM" to "global selling," achieving a transaction volume of 51.3 billion yuan and a total sales volume of 620 million pieces in 2024, marking a 25% year-on-year growth [1][10] - Tianmen has established a complete industrial chain for garment e-commerce, covering all aspects from weaving to cross-border logistics, driven by policy incentives and a robust entrepreneurial ecosystem [1][4] Industry Development - Tianmen's garment e-commerce sector has seen significant growth, with 7,000 textile and garment enterprises and over 13,000 registered e-commerce stores [7] - The city has implemented the "Returnee Project," attracting thousands of former workers with skills and orders back to Tianmen, creating a "core factory + satellite factory" collaboration model [4][7] Infrastructure and Support - The Tianmen government has invested in infrastructure such as worker dormitories, smart warehouses, and logistics centers, while also providing tailored support for enterprises [3][6] - Financial products like "Tianfu Loan" have been introduced to alleviate financing difficulties for local businesses [3] Technological Innovation - The introduction of digital technologies has enabled a "just-in-time" production system, reducing production cycles from three days to four hours [3] - The establishment of the "Tianmen Index" and the "Tianmen Yishang" regional public brand aims to enhance the local garment industry's visibility and competitiveness [3][10] Talent Development - Tianmen has launched training programs to cultivate e-commerce talents, including over 3,000 professionals annually in areas such as marketing and design [11][12] - The collaboration between local universities and garment enterprises aims to align educational outcomes with industry needs [12] Brand Building - The "Tianmen Yishang" brand initiative seeks to elevate the local garment industry's brand image and market competitiveness through systematic upgrades and the establishment of a brand matrix [13][14] - The city plans to increase the number of authorized enterprises under the "Tianmen Yishang" brand to 100 and enhance the proportion of original designs to 30% [14]