For over 30 years of reform and opening up, Wenzhou has become a city full of legends, always telling world-renowned entrepreneurial stories that highlight innovation, leadership, and progress. From November 28 to 30, 2009, the 2009 Italy-China (Wenzhou) Global High-End Men’s Clothing Brand Orders event was held, hosted by the Wenzhou Economic and Trade Commission and the China National Garment Association Men’s Committee, with support from the Wenzhou Garment Chamber of Commerce and Wenzhou Garment Development Co., Ltd. The event aimed to showcase the overall strength and unique charm of Wenzhou's men’s clothing manufacturing industry.
More than 20 top Italian men’s fashion brands, led by Dr. Carmine Gelli, President of Northwest Italy, participated, bringing the latest fashion trends and valuable business opportunities. Over 200 high-end men’s clothing brands from across China also joined, engaging in seamless business matching with more than 300 Wenzhou OEMs at their doorstep. This event marked a significant step forward for Wenzhou’s garment industry, which had long struggled with limited marketing channels and declining profit margins.
Zhang Qiongyao, Secretary-General of the Wenzhou Garment Chamber of Commerce, emphasized that manufacturers were often at a disadvantage in the industry chain, losing pricing power and struggling to compete effectively. Instead of being discouraged, he encouraged a mindset shift, suggesting that building a strong platform for clothing business development could help leverage Wenzhou’s strengths and create a powerful agglomeration effect.
The event was seen as an opportunity for Wenzhou to match its world-class manufacturing capabilities with global demand. "Lang Jun," a key figure in the Wenzhou Garment Chamber of Commerce, highlighted the importance of this initiative in launching a new journey for Wenzhou’s men’s fashion industry.
Cheng Chen Ai, another leader in the industry, stressed the need for a central gathering point for Wenzhou’s garment sector. With other cities like Ningbo, Shenzhen, and Hangzhou having established garment exhibitions, Wenzhou needed a similar platform to drive industrial upgrading. The event was part of a broader strategic plan to position Wenzhou as a leading high-end men’s clothing manufacturing base in China through the "Smile Project."
Looking ahead, the event featured four major business activities, including a large-scale business fair, brand fairs, brand acquisition discussions, and fabric appreciation meetings. These activities aimed to connect Italian and Chinese brands, expand market access, and promote knowledge sharing.
The establishment of the Wenzhou Garment Development Building in 2009 attracted national attention, serving as a one-stop hub for product display, business negotiations, and order fulfillment. The event also featured a 4,000-square-meter joint booth dedicated to showcasing Wenzhou’s high-end men’s clothing manufacturing capabilities.
To ensure quality participation, organizers took special measures to attract professional buyers and investors. This included organizing investment delegations, visiting local chambers of commerce, and mobilizing boutique operators nationwide.
Cheng Chen Ai emphasized the importance of promoting the garment industry as a foundation, spreading clothing culture, and using innovative orders as a platform to build a high-end men’s clothing manufacturing base. Zhang Qiongyao added that the event not only brought in high-end customers but also helped boost the morale of Wenzhou’s clothing industry, creating a virtuous cycle of interaction and growth.
Ultimately, the event signaled a transformation for Wenzhou’s garment industry, moving beyond its traditional reputation to pursue higher brand recognition and positioning itself as “China’s Men’s City.†It marked a step-by-step journey toward a more sophisticated and competitive industry.
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